EVA, omnichannel service channels and improvement of the Customer Experience team are part of the change of mindset in logistics
E-commerce saw consistent growth, like never before, in the year 2020. According to eMarketer, worldwide e-commerce reached a total revenue of US $4.28 trillion, 27.6% more than in 2019. Considering only Latin America , we are talking about a growth of 36.7%, with great projections for 2021.In Brazil, data from Mastercard and Americas Market Intelligence (AMI) indicate that 46% of Brazilians increased the frequency of online purchases and 7% bought online for the first time, direct reflections of social isolation, but also the maturation of the entire chain of companies involved in the consumer journey, from the purchase process to delivery. These numbers confirm what we already knew: e-commerce is here to stay.
With such robust data, an area within the companies of the logistics ecosystem for e-commerce had to be strengthened, and in some cases even created from scratch: the area of experience and relationship with the final consumer. These players broke and still break their heads to raise the shopper, who is there at the end of the purchase journey, to the condition of the protagonist of this whole process. This mindset change work was done in several companies, one of them being Total Express, a private company with the most complete logistics portfolio in the country.
“We conducted a process review and were able to bring the customer’s vision into the company”, points out Ronaldo Gilz, Head of Customer Experience at Total Express and who led this real revolution in the company, which used to be primarily focused on serving store owners and shippers.
“Ultimately, the final consumer acts as an influencer for the big retailers or as a decision maker for the small ones. You have to be close to them,” says Gilz. For this, Total Express carried out the implementation of service channels, such as chatbot on the company’s website, Facebook and WhatsApp, all 100% connected around a humanized and omnichannel persona to centralize communication with the consumer: EVA, Total Express’ virtual assistant. The real-time tracking tools were also improved, and all this series of channels culminated in a much faster response capacity to the final consumer’s desires. Not by chance, Total Express celebrated at the end of 2020 the Reclame Aqui award in the Logistics category, crowning all the work that began a few years ago.
“Today the final consumer can see each step of the process on our website and social networks. If the product has already been collected, if it is being transferred, processed, or if it left the base to its destination. Everything is intuitive,” says Gilz.
And so the cycle can be closed: the final consumer is satisfied and buys more from e-commerce, which in turn demands more deliveries with the logistics solution companies, making the wheel of this formidable retail chain turn endlessly.
Customer service work is also enhanced with training and knowledge offered to employees. “It’s not just about technology. It’s also about motivating and offering content, lectures, and training to our customer service team. With them more satisfied, we can demonstrate the importance they have within the company, in a strategic way.