Company: CarrefourSA
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: Achievement Categories
Nomination Sub Category: Achievement in Customer Satisfaction
 Nomination Title: Voice of Customer- CarrefourSA Customer Experience Redesign Project
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated department since 1 January 2020, OR written answers to the questions for this category? (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 nominated 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 providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 200 words used.
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.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 244 words used.
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.
- If you are providing written answers for your submission, you must provide an answer to this third question: 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 organization's past performance (up to 250 words):
Total 248 words used.
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.
- You have the option to answer this final question: 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 150 words used.
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.
Appendix-1) Results& Accomplishment 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) Video: CarrefourSa CMO In this video CarrefourSA CMO Burçin Çelik tells about overall customer experience strategy and practices https://youtu.be/fl2PmQHe2ew
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. https://youtu.be/46H0CmFGKXg
Appendix-4) Project Details In this document, all steps and details of the project are included.
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