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“We needed a more comprehensive solution for measuring and analyzing customer feedback. Feedbackly met all our needs, while other providers could only cover part of them.”
– Jemina Niininen, Area Sales Manager @ Peten Koiratarvike
Company background
Musti Group is a pet supply company operating in Finland, Sweden, and Norway. It is the largest pet supply chain in the Nordic countries and the fourth largest in Europe. Musti Group’s brands include Musti ja Mirri, Musti, Arken Zoo, Djurmagazinet, Peten Koiratarvike and Vetzoo.
To ensure consistency across all channels, Musti Group uses Feedbackly to measure and develop both its web store and in-store experiences. Today, customer experience is managed largely independently within each brand, supported by a shared group-level team.
When it comes to Musti Group’s online presence, Peten Koiratarvike and VetZoo have been expanding steadily in both product range and revenue. In recent years, their eCommerce sales have grown annually by approximately 30–40%. A key driver behind this growth has been their strong commitment to continuous feedback collection and delivering better customer experiences.
We sat down with Peten Koiratarvike and VetZoo to talk about how they use Feedbackly to enhance their customer experience and maintain its incredibly high level.
Main challenges
One of the main challenges Peten Koiratarvike and Vetzoo faced was a lack of real feedback from their customers.
While transactional data and webshop analytics provided some insights, they only allowed for assumptions rather than a clear understanding of what customers truly liked, disliked, and where improvements could be made in the customer experience. Although they had always valued and measured customer feedback, they lacked a solution that could provide a real-time overview of customer happiness across all channels and throughout the entire customer journey.
Why Feedbackly?
“We needed a more comprehensive solution for measuring and analyzing customer feedback. Feedbackly met all our needs, while other providers could only cover part of them.”
– Jemina Niininen, Area Sales Manager @ Peten Koiratarvike
This thought sums it up, but let’s look deeper into it.
Easy-to-use, unified solution
Feedbackly supports Musti Group — including Peten Koiratarvike and VetZoo — in embedding customer-centric thinking across all operations. It provides an easy-to-use, unified solution for collecting and analyzing customer feedback from both web and in-store experiences.
“Measuring Customer Experience is not nice-to-have but must-have and Feedbackly fits perfectly for this purpose.”
– Venla Siltanen, Marketing Specialist @ Peten Koiratarvike
Feedbackly is used to measure and compare customer experiences across all webshops, physical stores, and countries – all within one centralized CX platform.
In their online stores, Feedbackly has helped measure general satisfaction and NPS, webshop usability, and product variety. In physical stores, Feedbackly Terminals are used to collect immediate customer feedback right after shopping visits. There hasn’t yet been a situation without a suitable solution.
“Feedbackly helps us continuously monitor NPS, adjust store staffing, react swiftly to changes in satisfaction, and gather insights that guide our internal training.”
– Jemina Niininen, Area Sales Manager @ Peten Koiratarvike
Quickly from feedback to action
For the customer-facing and eCommerce store teams, automated notifications have helped them to save any problematic situations instantly – “This is a really good feature if response amounts are high” (Venla Siltanen, Peten Koiratarvike).
In addition to gathering feedback effortlessly, they have used the feedback gathered for improving marketing communication. This way the feedback gathered with Feedbackly has not only helped to improve customer experience but has also had a direct impact on sales.
“We have also used the feedback gathered to pinpoint in our communication what our customers love about us most.”
– Anu Hujala, Marketing Manager @ Peten Koiratarvike
A team that is always there to help
Last but not least, thanks to the help of our experienced CX experts and always-quick support, none of their challenges have gone unsolved.
“If there are any problems on the way, you’ll always quickly get answers from the professional support team via live chat.”
– Venla Siltanen, Marketing Specialist @ Peten Koiratarvike
Venla’s colleague agrees and adds:
“They always respond and resolve our issues quickly. If a Feedbackly Terminal needs replacing, it’s taken care of right away.”
– Jemina Niininen, Area Sales Manager @ Peten Koiratarvike
Results
Since starting with Feedbackly, Peten Koiratarvike and VetZoo have collected up to 7% more responses every year. With the help of easily analyzable and understandable customer feedback, they have made their customer-centric decision-making more insightful and fact-based.
“With the help of Feedbackly, we’ve been able to measure how happy customers are with our online store experience, why they haven’t completed their orders, and do customers find the products they are searching for. If any feedback is repetitive, it is a clear sign of the area that needs improvement. Thanks to surveying, we have found important improvement points in the areas from the user experience to the variety of products.”
– Venla Siltanen, Marketing Specialist @ Peten Koiratarvike
Over the past few years, their eCommerce store revenue has grown annually by about 30-40%. One of the important factors that have contributed to the growth is continuously improving customer experience. The high-quality decisions have helped them improve their online store’s customer experience and happiness significantly.
NPS and feedback from stores and online shops are tracked weekly. This helps them spot trends fast and keep both experiences aligned. Customer experience data is nowadays one of the core insights analyzed also by the management team.
“Feedbackly makes possible customer-centric online store development. Thanks to the consequent following of customer feedback, we have been able to understand how to improve the user experience of our online store so that it would serve our customers better every day.”
– Venla Siltanen, Marketing Specialist @ Peten Koiratarvike
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