Company digitalisation becomes a reality with Oracle Cloud Applications (SaaS)

Carrefour improves and speeds up its customer service thanks to Oracle Service Cloud

Carrefour, the French supermarket giant, is the fourth most important retail group in the world in terms of revenue, and the third in terms of profit.

The group is comprised of some

1,500 hypermarkets, 3,000 supermarkets, 6,000 shops and 175 self-service outlets across 33 countries

.

The Hypermarkets offer 80,000 products, including a range of fresh goods, leisure and electronic goods and petrol stations. The group works with more than 21,000 providers around the world.

Challenges

Customers have a great deal of choice thanks to new digital technology and they demand products and services that most suit their needs. In the future, it won’t be companies that determine how customers interact with their favourite brands, but customers themselves. Carrefour is creating new services to support a comprehensive multi-channel strategy. To this end, the group is developing a series of innovative applications that enable consumers to, for example, choose what they want to buy via their phones or other electronic devices without having to leave their house or car. Carrefour is also adding new features to help the work of those working in customer support and will offer a more complete and personalised service through email, chat and telephone.

Solutions

With Oracle Service Cloud, Carrefour has been able to better identify customer problems and resolve them more rapidly and easily. The application shows all the previous customer interactions with the company on a single screen. This information allows shop employees to offer the customer immediate answers to urgent questions, requests and complaints, and be more proactive towards their needs. The communication is more responsive, since it allows the changing of communication channels. For example, from chat to the telephone.

Eroski resolves IT-incident issues 75% faster and reduces costs by centralising services for 38,000 internal clients

Eroski is a leading Spanish retail distribution group specialising in supermarkets and operating as a consumer cooperative. One third of its employees are also shareholders who participate in corporate decision-making. Its core business is its supermarket chain, with more than 1,500 outlets in Spain, but it also runs 95 hypermarkets, 19 cash-and-carry wholesalers, 161 travel agencies, 64 gas stations, 39 sports stores and 265 perfumeries.

With more than 38,000 employees and employee-shareholders operating across such diverse fields, Eroski requires a team dedicated specifically to attending to inquiries from internal clients, including those involved in marketing and inventory strategies, maintenance, IT and logistics operations. Its Servicio Integral Eficiente al Cliente (SIEC) branch, which oversees customer service for internal clients across all operations, was charged with revamping its decentralised, dispersed and inefficient call centres. Its mission was to centralise internal customer care to accelerate average case resolution times and reduce costs, while transforming the service from merely a call centre to a service-oriented platform that greatly satisfies its internal clients.

Challenges

Improve quality and cost effectiveness of customer service by centralising the group’s platform for internal clients, including more than 38,000 employees and employee-shareholders from more than 1,500 supermarkets, 95 hypermarkets, 19 cash-and-carry wholesalers, 161 travel agencies, 64 gas stations, 39 sports stores and 265 perfumeries.

Standardise response flows and enable case diagnostics to improve the first-level resolution rate and overall case-resolution times for diverse incidents related to marketing and inventory strategies, maintenance, IT and logistics operations.

Implement analysis tools to gain insight into the nature of and trends regarding internal customer management cases to continuously improve service and efficiency.

Solutions

Centralised previously disperse services—managed by different centres depending on the sector in which the caller operates—to resolve 21,000 cases a month via e-mail and phone in Spanish and Euskera.

Implemented a clear incident-management workflow for the group’s more than 38,000 internal clients through logical scripting and proactive suggestions that guide the agent through resolution or escalation to the appropriate specialised agent.

Resolved cases 75% faster on average—in one day instead of more than four days—driving cost savings and improving customer satisfaction.

Achieved a first-level resolution rate of 22%, exceeding its industry-benchmarked target of 20% for platforms handling similarly diverse cases for groups such as marketing and inventory strategies, maintenance, IT, and logistics incidents.

Installed analysis dashboards to provide relevant data on contacts, cases, resolutions and customer satisfaction in near realtime for continuous improvements in service and efficiency.

Administered post-resolution surveys to track customer satisfaction and general perception of the service to continue improvements.

Achieved scalability to eventually add more languages and extend access to the group’s external customers.