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At Sodexo, we have been helping businesses to form meaningful and long-lasting connections with their employees for decades by providing services, from meal cards & vouchers to seasonal gifting or mobility and expense management solutions that contribute to their employees' wellbeing and engagement both inside and outside the workplace.
In 2019, we decided to become a 100% digital B2B2E(employee) platform for our clients, their employees, and our merchants. To become our stakeholders' trusted partner and support them in the evolving work environment, focusing on experience and digitalization was inevitable.
In 2019, our three-step journey in CX began;
- Fix the basics: In 2019, we mainly focused on fixing the basics, determining the service standards, building the CX organization and strategies of Sodexo Turkey.
- Customer satisfaction: In 2020, our main priority was addressing customer's needs and fulfilling their expectations according to Sodexo Turkey's service standards with the slogan of "fewer complaints and higher satisfaction."
- Exceeding expectations: In 2021, we aimed to deliver "wow experiences" to our stakeholders by exceeding their expectations.
We started our journey with measuring our Customer Experience Maturity Level, and used it as a framework to assess ourselves, set our goals and strategies for the next three years and beyond. We prepared a comprehensive action plan to improve performances on these five dimensions; Organization, CX Strategy, Experience Design, CX KPIs, Customer-Centric Culture.
To make our employees understand customers' perspectives better, we visualized our CX Design Principles and Customer Promises.
We redesigned our Customer Service based on our stakeholders' expectations and needs. Our new operating model enabled us to focus on CX design rather than day-to-day operations management.
- Clients, Merchants, and their Account Managers started to have dedicated Customer Services
- Our Contact Center's working hours synchronized with our stakeholders'
- Launched live chat service to all stakeholders on the internet and mobile app.
- Customer touchpoints are simplified into three channels: mail, phone, and digital.
Knowing the importance of the experience delivered by our account managers, we also focused on improving their journey as well. We aimed to maximize their time spent on developing relationships with their clients rather than operations (order tracking, complaint handling, contracts, etc.).
Before launching any product and services, we started to use the CX Checklists to minimize defects by flagging potential risks in the product launch process.
We charted end-to-end Client, Consumer, and Merchant journeys with the Journey Mapping method, which included the list of pain points and moments of truths.
To listen to our stakeholders' feedback 360, we designed a report, named Voice of Customer, to monitor weekly interaction of our stakeholders, contact center KPIs, and top5 complaints.
We launched our new CX Operating model, the most advanced CX organization among other countries that Sodexo Operates.
To foster a customer-centric culture across the organization, we launched the "One Sodexo" program with our HR and Marketing departments.
Today, Sodexo Turkey has a strong organization with a team of experienced designers in B2B and best in class Service Model, one of the most advanced CX organizations among other countries that Sodexo Operates. NPS scores increased regularly from 2019 to 2022 despite the pandemic.
- After the second month of redesigning, Contact Center KPIs reached the highest level ever. Our C-Sat score is 4,55
- Three years later, our CX maturity level increased from 1,5 to 4,0
- The number of complaints reduced by 50%
- Account Managers' time spent on sales has increased by 15%
- Digital orders increased from 86% to 92%
- % of e-invoices reached 99%
- 20% of all our active card base is purely digital (mobile)
- 48% of consumers used mobile payment feature
- Our App ratings increased from 2,6 to 4,6
- Sodexo Turkey outperformed its sales targets in 2020 and 2021 reached the highest level of all time
