The Kylä community gives customers a chance to voice their views
Improving customer experience is a key objective for K Group, which is why we wanted to try a new proactive way to engage our customers in the development of our operations and services. This gave rise to the Kylä customer community.
Kylä (‘Village’) gives our customers the chance to voice their views on topics that matter to them by taking part in a variety of user-friendly surveys and studies. During the 2017 pilot, Kylä hosted some 30 customer studies and surveys for K Group divisions, sometimes innovatively through, for example, real-time discussions on the community platform. This has given us valuable customer insights into various topics.
Kylä has hosted studies and surveys on a wide range of topics. The building and technical trade division, for example, turned to the community for views on how to create a good customer experience, while the grocery trade division has gathered opinions on a new brand, the importance of neighbourhood stores, and ways to make everyday life easier. The Kylä community members have also been involved in developing K-Plussa and the K-Ruoka mobile app.
Customers have welcomed these new ways of engaging and survey response rates have been high. Kylä members cite the chance to make a difference and voice their opinion as the best things about the community, but are also motivated by the communal aspects, a sense of belonging, and interaction.
The successful pilot means we will continue to utilise Kylä.
Hanna Kortström, Kesko’s grocery trade division, Store operations