CarrefourSA - e-Commerce Customer Service Award -

Company: CarrefourSA, Istanbul, Turkey
Entry Submitted By:Business Awards Consulting
Company Description: CarrefourSA operates as the leading brand of organized food retail industry in Turkey since 1996 as a subsidiary of Sabancı Holding-one of Turkey's leading holding companies and Carrefour Group-the leading retail brand in Europe.Today, CarrefourSa serves with 11,000 employees, 754 markets in 41 provinces, 11 warehouses and CarrefourSA Online Market.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: e-Commerce Customer Service Award - Other Service Industries

Nomination Title: Voice of Customer- CarrefourSA Customer Experience Redesign Project

CarrefourSA operates as the leading brand of organized food retail industry in Turkey since 1996 as a subsidiary of Sabancı Holding-one of Turkey's leading holding companies and Carrefour Group-the leading retail brand in Europe.Today, CarrefourSa serves with 11,000 employees, 754 markets in 41 provinces, 11 warehouses and CarrefourSA Online Market.

With pandemic, expectations of retail customers have completely changed.Most customers preferred online shopping due to restrictions and health issues. On the other hand, insufficiency of e-trade infrastructure to meet the demands of customers and the difficulties in product supply have caused disruptions in customer experience of CarrefourSa, as in the retail sector in Turkey.

In November 2020, the contact rate for online orders reached 43,2% (showing that almost half of the customers need to contact customer service in some way). The complaint rate reached 13,4%.

Only 53% of the call center calls were answered within the targeted time. Customers had to make an average of 3,65 calls on the same subject to solve their problem, and average resolution time increased to 147 hours.

With these data, CarrefourSA decided to redesign the entire customer experience and launched the "Voice of Customer" project In February 2021.

In order to create a continuous self nurturing customer experience cycle, not a one-time revision, CarrefourSa first started the process by the first "Customer Experience Analysis" phase establishing systems to transform the customer's experience into data, record and analyze them.

New customer experience metrics have been determined and started to be measured at all customer touch points. An infrastructure has been set up to keep customer data of all service points on a single cloud platform, thus allowing all data to be included in a single analysis. A new contact center structure is implemented to ensure that every contact of the customer with CarrefourSa was recorded.

After this data collection, cleaning and infrastructure redesign processes a data analysis helped determine main customer pain points.

In the "Actions to Improve Customer Experience" step, process improvements were made to touch the customer experience regarding all pain points determined.

CarrefourSA customer service channels are enhanced with social platforms;cusotmer communication workflow is redesigned to resolve recurring customer pain points before complaints occur.

In "Preventive Actions and Continuous Improvement" phase, It went beyond just improving the existing experience of customers, preventive actions to predicting possible customer pain points predicted were taken.

Comprehensive customer experience dashboards is designed in order to transform customer experience into a culture by a continuous monitoring. With these dashboards, for the first time in the retail industry in Turkey, instant KPIs in the customer metrics can be tracked for each customer service points centrally.

With this project, CarrefourSa went beyond improving the customer experience retrospectively or resolving complaints after a problem arose; In order to provide the best experience to the customer, it has created a customer experience culture where they can follow the experience at any time with instant follow-ups and preventive actions.

With the Voice of Customer project, noticeable improvements were achieved in the CarrefourSA customer experience;

-The e-commerce customer contact rate decreased from 43.2% to 18.9%; The customer complaint rate was reduced from 13.4% to 4.2%.

-The rate of calls answered within the targeted time increased from 53% to 82%; The number of repeated calls by customers until resolution decreased from 3.65 to 1.46.

-The resolution time has been reduced from 108 hours to 45 hours.

-With the implementation of On-Time Delivery dashboard and remedial actions, On-time delivery performance increased to 75% in Q4 (was 29% in the January-February period)

-With the No Ship dashboard and remedial actions, the no ship rate, which was around 8.4% in Q1, decreased to 3.2% in Q4.

-NPS(Net Promoter Score) was 45% in the last quarter of 2020, while it reached 57% in 2021 Q3.

-While the monthly NPS average of 2020 was 43.79%, the NPS reached 53.15% with an annual average increase of 10 points in 2021.

Improvements in customer experience also contributed to the preference and awareness of the CarrefourSA brand;

-CarrefourSa store and e-commerce total sales increased 33% between January – December 2021.

-CarrefourSa awareness rate among Turkish food retailers increased from 87% to 100%; moved up from the 4th place to the 1st place.

-The rate of being the first brand that comes to mind in food retail increased from 24% to 34%; hitting the 1st place in recognition.

Appendix-2) Video: CarrefourSa CMO
In this video CarrefourSA CMO Burçin Çelik tells about overall customer experience strategy and practices

Appendix-3) Video: Voice of Customer Project Examples
In this video 3 different project examples are told briefly. All these projects are designed and implemented as a part of Voice of Cusotmer project.