Jalonom: The Power of Feedback Surprised The Family Business

Founded in 2011, Jalonom is a Finnish family business specializing in precious metal recycling, investment products, and safe deposit services. The company operates through both physical locations and mobile service points, and also runs an online store. Miiamaria Korkiakoski, Jalonom’s Marketing Manager, has played a key role in developing the customer experience in collaboration with Trustmary.

Summary of the Collaboration

• Hidden customer satisfaction was revealed through Trustmary.
• Initial situation: Jalonom doubted whether customers would be willing to give feedback.
• Solution: Trial with Trustmary’s feedback surveys yielded surprisingly good results. The surveys were later automated through SMS using Trustmary’s integration with Jalonom’s ERP system.
• Results: In just over six months, Jalonom collected over 2,000 reviews, increased its Google review count, and achieved a Net Promoter Score (NPS) of 81. The response rate ranged between 20 and 40%.
• Impact: Improved customer understanding, employee motivation through direct feedback, and trust-building via website reviews.

Initial skepticism toward reviews

Jalonom initially assumed that people wouldn’t want to give feedback.

“Our services often deal with sensitive, personal matters like money, investments, or selling gold. Our assumption was that customers wouldn’t want to talk about them publicly,” says Korkiakoski.

This raised a big question: Is feedback collection even feasible in this kind of business?

In fall 2024, Jalonom decided to test Trustmary.

They implemented SMS surveys and placed NFC boards in customer service areas. This made it easy for customers to give feedback via phone or by scanning the board.

Over 2,000 reviews and NPS 81

Customers started giving feedback at a much higher rate than expected, and Trustmary became a permanent part of Jalonom’s operations.

“So far, we’ve collected over 2,000 reviews from our customers,” Korkiakoski rejoices.

Most reviews came through SMS surveys. The NFC boards were used less often, but Korkiakoski believes they still contribute to the overall result.

“If a customer already notices a feedback request on the board at the service point, maybe it subconsciously primes them to respond when the SMS survey later arrives,” she reflects.

Alongside open feedback, Jalonom tracks customer satisfaction with the Net Promoter Score, which consistently sits at a high 81.

This indicates extremely high satisfaction and shows that Jalonom’s services work, and that customers are willing to recommend them.

Feedback motivates staff and enhances the customer experience

Thanks to Trustmary’s reporting and monitoring tools, Jalonom’s marketing and management teams have clear visibility into how the customer experience evolves across locations.

But feedback doesn’t just stay buried in reports.

Customer comments are shared daily with the right staff members and service points, acting as a major motivator.

Customer service reps learn where they’ve done well and where there’s room for improvement.

“We’ve received positive feedback from the field saying that compliments are encouraging, and criticism from customers has helped improve our processes.”

Trustmary has also helped Jalonom gain more Google reviews, which are requested at the end of the survey flow.

Collected reviews are shown on the company’s website and social media:

“I also share reviews regularly on our social media channels.”

“We display star ratings right at the top of our homepage, and every page features a review carousel. In our online store, there’s a widget that shows reviews specifically from e-commerce customers,” Korkiakoski explains.

Summary: From trial to an integral part of the customer journey

Korkiakoski praises the smooth and relaxed collaboration with Trustmary:

“Even though we’re dealing with an important topic, working with Trustmary’s team has been relaxed and easygoing.”

Despite initial doubts, collecting reviews and feedback has become an essential part of Jalonom’s customer journey, and they’re exploring new ways to leverage reviews in the future.

“If Trustmary suddenly ceased to exist, I’d be bummed. We’d have to quickly figure out how to keep the automated feedback process going,” Korkiakoski concludes.