Musti Group saved time and money while making their customers happier


  • Analyze and generate insights from customer feedback

  • Manage customer experience online, offline and in different countries

Musti Group

Musti Group is the biggest pet supply chain in Scandinavia, managing popular pet store chains Musti ja Mirri, Arken Zoo, Djurmagazinet, and Musti


Helsinki, Finland




270 stores

1400 employees

Musti Group is the biggest pet supply chain in Scandinavia. In total, the company has 270 stores located across Finland, Sweden, and Norway.

To provide more than its 1 million customers with the best customer experience possible Musti Group uses Lumoa. Musti Group doesn’t only save time and money by using Lumoa, they can also manage the customer experience both online and offline.

With their impressive NPS score of 75 for Musti Group and a NPS score of 80 in Finland – they are for sure doing things right.

Musti Group uses Net Promoter Score (NPS) as the main metric for measuring customer experience. Juhana Lamberg, Country Manager, Finland, Musti ja Mirri, who introduced Lumoa in the company, shares: “NPS is an excellent metric for us to use to track customer experience with and for development purposes”.

Musti Group collects customer feedback on a regular basis. NPS surveys are sent to 5% of the customers after making a purchase either online or in a physical store. The responses collected are in turn sent to Lumoa for analysis and insight generation.

“With the help of Lumoa we are able to save time and money. We do not need to analyze thousands of customer comments by ourselves. Lumoa analyses and points out the factors that we need to focus on, making it much easier to take action.” – comments Lamberg.

Compare NPS results by store, area or country and share best practices

Musti Group is now in a simple manner able to track customer experience related issues, and they are also able to share the results with the other departments of the company and on the management level. 

Musti group shares Lumoa access widely across the company: from the executive management level to the individual shops. Country managers and their teams, and those in charge of sales and customer service have access to Lumoa. 

“We want to create a transparent culture in the company. We want everybody to be able to see the current status of customer experience and to see what kind of feedback we receive. We also want them to not only see the performance in their own country, but also see how we are performing in other countries,”-adds Lamberg.

Juhana Lamberg, Country Manager at Musti ja Mirri

Juhana Lamberg, Country Manager at Musti ja Mirri


A positive culture of sharing best practices and using the best performing teams as benchmarks helps the entire organization to improve. 

By sharing access to Lumoa, they can easily compare e.g. store specific NPS scores. If they see that some specific store lags behind in the NPS score, they encourage the store manager to review and improve the customer experience. Since Lumoa shows what brings down the score, they know straight away what to improve. 

Musti Groups impressive NPS score of 75, tells you that their customer experience is for sure something spectacular. Their success is all about providing their customers with the most caring expert service there is, and it sets the foundation for all interactions with their customers.

Lamberg concludes: “The best thing with Lumoa is that we can easily see what our customer appreciates and what isn’t satisfying them. Lumoa helps us in seeing beyond the numbers. Understanding what drives the customer experience of our loyal customers helps us in sharing the best practices and improving our performance every month.”

Do you want to know more about how Lumoa can help you manage your customer experience?