Step by step: what made this customer service the leader in Israel?
How do you change the customer experience from end to end, how does technology affect the field and what does the future hold?
The manager of the customer and service department at one of the leading companies in Israel explains in detail
In collaboration with Shufersal
Monday, August 8, 2022, 1:40 p.m
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At Shufersal, they devoted a lot of effort to training a professional, courteous and pleasant staff (photo: Public Relations)
Many areas and worlds in our lives have undergone significant change in recent years.
Even in the world of service and customer experience, we have experienced a significant leap forward in the attitude of organizations and their investment in the subject, thanks to the changing reality, the corona epidemic, the high visibility of customers from service organizations and, of course, the introduction of new technologies.
Shufersal Group also accepted the introduction with open arms, and adopted new technologies that upgraded the network from end to end, especially with regard to the customer experience and service while adhering to the "customer at the center" approach that they adopted in the network since its early days.
Shufersal has always attached great importance to customer service, but it seems that in recent years the network has taken it a few steps further;
If in the past in order to contact the chain's customer service we had to wait on the phone line until a representative answered, today it is possible to get in touch through a wide variety of contact channels: phone, email, chat, WhatsApp, Facebook, Instagram, "click service" and more .
The goal, of course, is to provide a response as quickly as possible and to be accessible to customers through channels that are convenient for them.
"Always here for you, for you and for you" (Photo: ShutterStock)
The goal: improving and upgrading the customer experience
What is behind the chain's customer service success, how did the major changes affect the service experience and what will the field look like in the future?
We spoke with Rinat Shapir, manager of the customer and service department at Shufersal.
"It all started about six years ago, when a customer and service department of the chain was established, which did not exist before," Shapir explains.
"The division was established in light of a strategic decision to be a "customer-focused" company and from the understanding of the need to upgrade and improve the customer experience, with the aim of taking the worlds of service a few steps forward."
"Always here for you", says Shufersal's slogan, which sums up in three words the chain's approach that allows customers to contact at any time and on any channel they choose.
"We are really here for our customers," notes Shapir on the subject.
"We are available from 8:00 a.m. until the night, in all the channels that are convenient for them."
The chain's customers also received the innovative and upgraded service system with love.
"There is no doubt that Shufercell's service is the best in Israel," says Shani Levy, a regular customer of the chain for many years.
"Everything is always convenient, accessible, friendly, and even if I encounter a problem, they solve it for me immediately and always take care of compensation if necessary. I always leave satisfied and feel that I am taken care of."
Shufersal devoted a lot of effort to training a professional, courteous and pleasant team, which will provide the best service to customers.
"We have invested a lot in our service personnel, with the aim of instilling in them the culture of service and our concept in everything related to customer service - both in the branches themselves and in the call center. We have worked around the clock to create infrastructures that support service, various systems and management and control tools that help us produce the best, and provide the service The best. In addition, our finger is always on the pulse; we are attentive to optimization suggestions and always try to improve and improve."
In recent years, Shuttersal has taken the field of customer service a few steps forward (Photo: ShutterStock)
"60 percent of the inquiries today come from the digital channels"
If in the past 100 percent of the inquiries came via the phone, today more and more inquiries to the Shufersel call center come from the digital channels.
Shapir expands: "Today, 60 percent of the inquiries come from digital channels, mainly through WhatsApp or 'click service,' a digital and mostly automatic tool accessible to the company's customers on the website and in the app. Only 40 percent of the inquiries come by phone, and this only shows that our move was successful, the customers who experienced the human service that is available on the digital channels are satisfied and return to use these channels."
"There is nothing more convenient than contacting customer service through the digital channels," says Mor Kuhansky, another regular customer of the chain.
"Who has the patience or desire to wait long minutes on the phone line for a representative? This is one of the main reasons I prefer Shufercell - no matter what time or where I am, I always get an answer and leave satisfied."
It seems that it does not stop here, and in the coming years the world of customer service will undergo a revolution and look completely different.
"In the near future we will be available to customers on an innovative platform, which will include leading technological tools. I can't reveal details about it yet, but I can state that we are working on it around the clock. There is no doubt that this is the next thing that will jump us two levels up."