Company: CarrefourSA, Istanbul, Turkey
Nomination 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 Department Categories
Nomination Sub Category: Customer Service Department of the Year - Retail
 Nomination Title: CarrefourSA
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2021 of the nominated department, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated department: its history and past performance (up to 200 words):
Total 200 words used.
CarrefourSA is the leading brand in Turkey’s organized food retail industry. It is a subsidiary of Sabancı Holding, one of Turkey's top holding companies, and Carrefour Group, the leading retail brand in Europe. CarrefourSA has 11,000 employees, 850 market stores, 11 warehouses and CarrefourSA Online Market.
After Covid-19 pandemic, retail customers’ expectations drastically changed. Online and effordless shopping habits skyrocketed due to restrictions and health concerns. In the face of sudden economic instability, high inflation and difficulties in supply-chain, CarrefourSA experienced disruptions in customer experience, like all retailers in Turkey.
By the end of 2020, contact rate for online orders was 43.2%, indicating that almost half of the customers need to contact customer service. Complaint rate reached 13.4%, and only 53% of call center calls were answered within the targeted time. On average, customers had to make 3.65 calls to solve their problem.
To address these issues, CarrefourSA decided to redesign the entire customer experience and launched "Voice of Customer" project in 2021. With this project, CarrefourSA gained ability to understand customers more closely and provide proactive solutions to their needs.
As a continuation of the project, CarrefourSA implemented the "ProAct: Customer Experience Trackers" in 2022.
- Outline the department's achievements since July 1 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 235 words used.
CarrefourSA aims to create a continuous, self-nurturing customer experience cycle, rather than a one-time revision. To achieve this goal, the company has defined its main customer experience management principles as fundamentals.
CarrefourSA believes that simply improving the current customer experience cannot ensure sustainable success. Instead, it aims to transform the excellent customer experience approach into a culture throughout the organization. With the goal of "Creating Customer Experience Culture," CarrefourSA has sought solutions that would involve the entire company in sharing this objective, rather than confining the responsibility of managing customer experience solely to the Customer Experience Management Team (CX Team).
ProAct Insight: CX Trackers
Advancing this goal, the CarrefourSA CX Team has designed comprehensive customer experience dashboards to cultivate a culture of customer experience through continuous monitoring.
With these dashboards, for the first time in the retail industry in Turkey, real-time key performance indicators (KPIs) in customer metrics can be tracked centrally for each customer service point.
Unlike the usual practice in Turkey, CarrefourSA's CX team has given access to the real-time monitoring dashboards to the entire company, allowing all Carrefour employees to access customer experience data with a single click at any time, and create reports with the desired breakdowns.
The CarrefourSA CX Team has implemented 7 different dashboards so far, each tracking different customer data and serving different purposes. Furthermore, the team continuously develops new dashboards based on specific needs and requirements.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 245 words used.
CarrefourSA Business Results:
The enhancements in customer experience also contributed to an increase in preference and awareness of the CarrefourSA brand.
-Between 2021 and 2022, the total sales of CarrefourSa stores and e-commerce increased by 20%.
-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 40%, resulting in CarrefourSA hitting the 1st place in recognition.
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 customers' experiences can be followed up at any time with instant monitoring and preventive actions.
Annex Index:
Appendix-1) Presentation: Project Details
In this document, data and information that will show the difference of the project from its counterparts and its effect on business results are included.
Appendix-2) Document: Project Results& Accomplishment
In this document, all steps and details of the project and customer feedback are presented.
Appendix-3) Video: CX Dashboards Project in Summary
Project manager tells the story of CX Dashboards
https://youtu.be/YsSgXx3U9UQ
Appendix-4) Video: Customer Experience Dashboard Sample Demo: CX Pulse Dashboard
Several dashboards are designed and implemented as part of the Project. This video shows a short demonstration on one of the dashboards implemented: CX Pulse
https://youtu.be/9eMgygmS1Vc
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the department's past performance (up to 250 words):
Total 224 words used.
Besides tracking real-time customer experience with the CX Dashboards, CarrefourSA CX Team also shares periodic reports with the entire company regarding the current state of customer experience. These reports are distributed to all relevant department managers, including the CEO and top management, and highlight notable pain points during the reporting period. The aim is to ensure that no customer data goes unnoticed and that all feedback is transformed into actionable steps.
The Results:
The Voice of Customer Roof Project with Customer Experience Trackers has resulted in significant achievements in CarrefourSA's customer experience processes and metrics.
Customer Metrics:
-The NPS (Net Promoter Score) increased by a record of 13 points, rising from 44 to 57.
-The Customer Satisfaction Score (CSAT) measurement increased by 12 points, rising from 31 to 43.
-Despite a 21% increase in transaction volume in stores and a 4% increase in the e-commerce channel, customer contacts decreased by 11% in 2022, indicating that customers needed to reach out to CarrefourSA less frequently after their shopping experiences.
Dashboards’ Direct Effect on Pain Points:
- By implementing the On-Time Delivery dashboard and taking remedial actions, the on-time delivery performance increased from 29% to 90% in 2023.
- By implementing the No Ship Dashboard and taking remedial actions, the no ship rate, which was around 8.7% in 2020, decreased to 3.8% in 2023.
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