The case study I read regarding IKEA is about using “technology as a tool for change”. The multinational group of companies is aiming to become more active on social media, in order to connect not only their different departments and offices, but also to connect with their customers. This would allow IKEA to both discover and deal with insights in real-time, keeping the company up to date and more on top of things.

The challenge, however, is to convince all members of one of the most recognised brands that, after being incredibly successful using mainly traditional methods for growth so far, it is now time to move into the digital age. Not everyone may agree with this change, following the typical saying “if it ain’t broke, don’t fix it”.

As a solution, IKEA provided something called a “Listening Hub”, which would be a physical space where anybody could share opinions, issues and insights. Think of it as a type of “suggestion box”. I think this would definitely personalise the whole change and make members of the company far more comfortable. This Listening Hub allowed them to discover issues with how their customer service was perceived. It was clear to see that there were a few issues, but the information and complaints were being shared and directed to the appropriate departments for action.

Here’s what IKEA UK’s Facebook Page looks like. I think it’s safe to say that it’s updated fairly regularly, meaning it is active.

What I’ve learned from reading this case study, is that:

• Whilst traditional methods may have worked for growth so far, in order to keep up with competitors, it is time to start moving to the digital age.
• Some people may not be happy with change. They may be afraid of it, and it is important to listen to their concerns and be as open and honest as possible about the plan of action.
• Finally, the people using a service directly will be the best to give you valuable insights on it. They will know what issues they have had to deal with, and possibly even provide solutions!

The velocity of the data coming in to IKEA has been significantly increased. Rather than waiting for a letter of complaing to arrive, IKEA are actively searching for faults and sucking in data from their customers. This may also encourge more people to share their insights, rather than bothering to send a letter in the post, which might not only take a long time, but also may not even be read. It makes the customers feel more valued, and that is a very important part of marketing.

Please find the link to the original blog post here.