Heineken Expérience : Testimonial

Published on February 24, 2022  - Updated on December 05, 2023

Q°emotion X Heineken Experience: Semantic analysis to improve the customer journey and experience

Heineken Experience is the oldest brewery of the group. Located in Amsterdam, this brewery now retraces the history of the brand and allows its visitors to learn more about Heineken. In order to improve the customer experience, the brand asked Q°emotion to perform a semantic analysis of its customer reviews.

Benjamin David, Sales/Marketing and Customer Service Manager at Heineken shares his feedback.

First of all, could you please introduce yourself and your job at Heineken Experience?

Yes, of course. Nice to meet you, my name is Benjamin and I live in Amsterdam. I've been living here for a little bit more than 4 years now. I work as Sales, Marketing, and Customer Service Manager at Heineken for very specific projects, including Heineken Experience.

Heineken Experience is the first brewery of the group now transformed into a brand experience.

What were your issues and challenges before using Q°emotion?

There have been several. Over the past few years, the Heineken Experience has grown significantly. We've gone from about 500,000 visitors to over 1.2 million visitors a year. We also have to deal with all types of customers and visitors to our facility, we have to understand them well. Who are they? What are their needs? What is a good experience for them? Why would they come back or not? Why would they or would they not recommend their friends to come visit Heineken Experience?

Another main question is related to the fact that we have an incredible building and experience. And for us, it's not just about selling a ticket to visitors. We're asking ourselves how do we make sure they have a good experience as a customer and as a visitor. And to do that, we look at different stages of the customer journey.

Why did you choose Q°emotion to address these issues? 

Well, we had a lot of data, a lot of feedback from our customers on different platforms, online and offline. But it wasn't well structured, we needed to make sure we could automate our processes. Another point, we wanted everything to be done in real-time so that one person didn't have to look at the data every week and do reports.

The translation as well. We have a lot of visitors from different countries and of course, we don't speak all the languages of the world! Q°emotion helps us to translate the feedback we receive from our customers very easily.

Something we also really like is the fact that we can prioritize our data. The platform gives us directly the top 3 or top 5 topics discussed by our visitors. So we don't have to do it ourselves and it saves our team a lot of time. 

It also allows us to see the enchantment points and the irritants on the customer journey, the one we mentioned before. Q°emotion helps us to make sure we understand the whole journey but also to find out what we can change, do better in the future to improve the customer journey.

Finally, from a technical point of view, it was very easy to implement the solution.

Could you share with us the main results and benefits for Heineken Experience over the last 3 years?

First of all, I would say customer experience. I think that's been put back at the center of the strategy and everything we do now.

We've also been able to create a kind of roadmap for innovation and development based on the data we collect every day.

Another very interesting point is the quick wins. We are able to quickly and simply make some small changes on a daily basis. To give a simple example: if the music is too loud in one of the bars and we see it in the comments, we just tell the person in charge, he turns it down and the problem is fixed.

It has also helped us to work more collaboratively with other teams now. Some teams we probably wouldn't have worked with in the past without the Q°emotion platform. We now collaborate to fully use the data we have for innovation, development of new projects, etc.

You have talked about your customer journeys. Could you tell us how Q°emotion has helped you to improve it?

Of course. First of all, it was very easy to reproduce our customers' journey on the Q°emotion platform. Thanks to this, we were able to map out a little bit more the customer journey, especially the part inside the building. Indeed, before this, we had no real interaction with visitors inside the museum. 

With Q°emotion, when a customer leaves the Heineken Experience and writes a comment, we're able to reconnect that person with the experience they had, and that allows us to understand more about what's going on in the building. 

So that was a first step for us to understand and it helped us, later on, to create new activities and attractions.

Thank you Benjamin for your feedback and your time and good luck!

With pleasure, thanks!

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