Lazada has been at the forefront of eCommerce in Southeast Asia.
With Amazon noticeably absent in the region, Lazada has staked a serious claim on the marketplace, providing effortless and risk-free shopping in six countries.
Lazada Group operates Lazada, the leading online shopping and selling destination in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. It’s been working fast to meet the region’s ever-growing demand for affordable access to a wide range of products from consumer electronics, mobile phones and tablets, fashion, health and beauty products, and more. According to CEO Maximilian Bittner, key to their rapid scaling has been to focus on just a few areas, and to get them right.
One of these areas of focus is on the customer experience. Yet if the Lazada shopping experience aims to be effortless, the work behind the scenes is not always as smooth. Using Zendesk, 1600 agents across six call centers assist Lazada’s expansive customer base.
Chief among the hurdles in the region is the ability to track delivery in real time. FedEx and DHL are viable shipping options, but they tend to be too expensive, leading shoppers to select local logistics partners. This leaves Lazada customer service as the intermediary between customers and the regional postal carriers.
“One of the big wins with Zendesk has been the ability to automatically reopen and check on-hold tickets every day,” said Cedric Blum, VP of Customer Service for all Southeast Asia regions.
“Zendesk helps us keep our promise. Every time a customer wants to know where their package is, we open the ticket, keep it on hold as long as we don’t have the answer, check with the partner, and then call or email the customer back as soon as we have an update.”
While Blum’s teams can’t control regional shipping timeframes, they can – and do – dial into measures like customer satisfaction and Net Promoter Score to uncover areas where they can improve both customer service and the business at large.
Lazada follows each purchase with an NPS survey, sent once an item is received, and each service inquiry with a customer satisfaction survey. With every ‘bad’ customer satisfaction rating, and for every NPS detractor, a new ticket is created that routes to a special SWAT team. The SWAT team follows up by contacting the customer and investigating the root cause. This effort has paid off. Since July of 2013, Lazada has raised their CSAT from 61 to 80.
For more information, visit the Zendesk Retail Page
