Häfele boosts customer loyalty with Filum.ai

Häfele boosts customer loyalty with Filum.ai

About Hafele

Founded in Germany in 1923, Häfele is a global leader in project solutions and smart home technology. Its premium products meet high German quality standards and reflect a philosophy of simplicity and functionality, providing reliable solutions for both professionals and consumers.

Since entering the Vietnamese market in 1998, Häfele has continuously expanded its products and services, offering comprehensive living space solutions to Vietnamese customers. From kitchens to entryways, Häfele shapes efficient living environments and stands as a trusted and distinguished partner.
 

We use NPS surveys to gather customer feedback. With Filum’s tools, we can quickly collect responses and take timely action to optimize the customer experience, making our retention efforts much more effective.

Nguyen Thi Thao Diem

Digital Marketing Leader

Turning Challenges into Opportunities

Häfele faced the challenge of measuring true customer loyalty to its brand. Before using Filum, the company worked with a market research partner, but did not have an effective way to gain in-depth NPS insights. Identifying both barriers and drivers behind customer trust in Häfele products was not an easy task, especially with a large and diverse customer base across different regions, sales channels, and product types.

With over 25 years in Vietnam, Häfele has built a solid reputation by providing interior solutions, building accessories, and smart technology for homes and offices. The company understands how important customer experience is for sustainable growth. To gain more comprehensive feedback and make strategic decisions to retain customers, Häfele partnered with Filum, aiming to clearly identify barriers and buying motivations, segment them by different factors, and ultimately measure how likely customers are to recommend the brand to others.

The Filum.ai Solution

Häfele chose to implement the Filum platform on a project basis, rather than with a long-term rollout. In early December 2023, both teams met to discuss and finalize the plan. Filum then customized and optimized the solution to fit Häfele’s needs and resources. After just over two weeks of testing, Filum’s system was officially launched at Häfele in two phases on December 18 and December 26.

By January 2024, Filum delivered a comprehensive report summarizing the project. Both teams had the opportunity to review outcomes, identify successes, and outline areas for improvement in future collaborations. With support from Filum, Häfele gained greater confidence in understanding and unifying its customer profiles on one platform, enabling timely action to resolve outstanding issues.

The project included two proactive NPS survey campaigns, conducted through Email and Zalo ZNS, each as independent campaigns. These surveys helped Häfele measure the strength of relationships with different partners such as dealers, manufacturers, and project managers.

After two campaigns, Häfele achieved an average NPS score of 18 with nearly 140 customer responses. Filum supported Häfele by preparing a detailed NPS report, analyzing customer feedback from multiple perspectives so the NPS metric could be effectively integrated into daily operations. The report focused on key factors impacting NPS and provided breakdowns by region, sales point, and product, giving Häfele deeper insight into business performance. The analysis also included sentiment evaluation of customer comments to support targeted improvements.