Customer satisfaction at the hear of our actions

From designing our products through to selling them, Decathlon focuses on delivering long-term customer satisfaction. The quality of our products and services is an on-going requirement, with user safety a prerequisite.

Among the main sources of information that helps us understand how our customers perceive our product quality are the ratings and comments they post on our retail websites. Comments are used to amplify ratings, to enable us to delve further into what makes customers satisfied or disappointed with our products.

Key figures
in 2015
Definition
« A quality product »

For our customers, it’s a product that caters effectively for its usage and is durable over time. This definition confirms and strengthens our own convictions about creating ingenious, long-lasting products.

“As a strong advocate of customer satisfaction, I use the comments left by customers to continually improve the quality of our products. Once the average score dips below 3, we draw up stricter action plans to bring the rating back up quickly.”

Germain Provot
Germain Provot
B’Twin’s product engineer

Quality, a cross-functional process from the design

As we are the product designer, and because of our regular visits to our subcontractors, we are in a position to continuously improve the quality of our brands’ products. It is an essential requirement, and one that we try to foster at various stages of the product lifecycle.

During the design process, at each of our Passion Brands, one or more quality managers are entrusted with monitoring the products. Their primary aim is to supervise user safety.
They help to develop the product, determine the use that the product is designed to fulfill (depending on, for example, playing conditions and frequency, ability level, etc.). They analyse the product to detect potential weaknesses and resolve them. Tests are then carried out in the field or in the labs in order to check durability, and the degree to which the product’s technical performance corresponds with its intended usage.

Through production

Once the product specifications have been drawn up, it’s necessary to make sure that the manufacturing process does not compromise on quality in any way. Our production teams control the quality of items across the factory chains, and conduct tests to check whether objectives have been achieved.

Subcontractors are assisted and regularly assessed in these areas.

And finally in-store and on-line

Should a product on sale in store be faulty, there are several possible solutions designed to protect the customer and ensure that fully compliant product replacements are available as quickly as possible: withdrawal from sale, repair products, return to suppliers, products destroyed, recall campaign for products sold.

Decathlon deploys the necessary teams and resources to ensure that the right corrective action is taken.
Quality representatives are appointed in each country and IT tools shared in order to speed up response times and improve efficiency.

Focus on
« New repair solutions »

In 2015, the corrective actions team called upon the services of a handicap-friendly company for the product breakdown. A handicap-friendly company in the north of France was contacted to repair the tightening system of the telescopic poles for the Solognac hunting hide.

This solution has a two-fold advantage: financial, since the French state encourages companies to work with such organisations; and societal, by contributing to the professional integration of disabled persons.

In all, 17,971 items were handled by the company in 2015. Decathlon is looking to further develop its partnerships with such service-providing organisations.

Advancing through capitalisation

For each problem encountered, teams note down the root causes (poor usage classification, component-related issues, design rules poorly applied, etc.).

This process of understanding is designed to improve our standards so that we can capitalise on the causes of non-quality and improve the quality of our products on an on-going basis.