How Lyreco Elevates Customer Satisfaction Through Human Touch
Lyreco, a global leader in the distribution of office supplies and workplace products, has long been at the forefront of combining cutting-edge technology with exceptional customer service.
In a special feedback campaign conducted between May and June 2024, Lyreco Central Europe, investigated the lasting value of human interaction in business in an era dominated by digital transactions and automated customer service. This campaign aimed to quantify the impact of personalised customer service by Lyreco's sales people on customer satisfaction and loyalty.
The primary objective of this case study was to understand the role and value of human contact in the e-commerce journey by measuring customer satisfaction with the sales and ordering process, focusing on interactions supported by Lyreco's sales personnel.
Our approach involved a comprehensive analysis of customer interactions with Lyreco's e-commerce platform, with particular attention to orders supported by sales representatives. By leveraging Staffino's advanced feedback collection and analytics tools, Lyreco Central Europe gathered and analysed data on customer satisfaction (CSAT), comparing self-service transactions to those involving a salesperson.
The subsequent CX analysis uncovered illuminating results, underscoring the irreplaceable value of the human factor in digital commerce:
Despite the convenience of online ordering, nearly 30% of Lyreco's orders were completed with the support of a salesperson. This significant figure highlights a substantial customer preference for human interaction in the ordering process.
The analysis revealed a significant impact of human support on customer satisfaction. Every customer who interacted with a salesperson rated their experience as either 4 or 5 on the CSAT scale, indicating high or very high satisfaction. Notably, there were no "bottom box" scores, signifying a complete absence of low satisfaction ratings. This finding demonstrates the added value that personal interaction and assistance bring to the customer experience.
Customers frequently cited several benefits of having salesperson support during their ordering process, including:
In a marketplace increasingly dominated by automation and self-service, the Lyreco and Staffino partnership reveals a profound truth: the human element remains a critical driver of customer loyalty and satisfaction. Lyreco's success story serves as a powerful testament to the value of blending technology with the irreplaceable warmth, flexibility, and personalisation that only human contact can provide.
Read more about the importance of personal touch in our case study on Lyreco delivery and logistics!
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