Edenred : Turkey rides the new wave of customer experience

Future-forward standards of service

As the world becomes increasingly digitized, carrying a smartphone and continuously adapting to new forms of technology are becoming the norm. Growing numbers of end-users prefer not to carry physical cards and opt for exchanges involving minimal face-to-face interaction. These trends are creating a universal expectation of innovation, agility and efficiency for everyday events - including customer experience.

This is especially true in Turkey, where internet and social media usage rates rank well above the global average. For example, internet use in Turkey stood at 86.5% of the population in early 2024 against a global percentage of 67%. Plus, nearly 55% of Turkish users turn to social media for brand research compared to 43% worldwide, making brands subject to high expectations of transparency.

By looking to Turkey as a window into the future, it's clear that what consumers say about a brand is increasingly crucial. As a result, in addition to responding to requests within minutes, companies must actively listen to the customer on the ground. That starts with opening channels for ongoing communication with customers. This direct interface can help identify strategies that satisfy clientele and employees while strengthening organizational performance.

An outlook based on passion

Creating a sound customer strategy starts with identifying what customer experience means to your brand. At Edenred, Passion for customers is our first corporate value. We see this principle as rooted in three core aspects:

1. Customer satisfaction: improving customer experience is a prerequisite for sustainable and profitable growth. We therefore collect input directly from the field to understand the true needs of customers.
2. Employee engagement: involving all of our employees in the customer experience process. Employees are more motivated when they receive input from a customer base that recognizes their efforts.
3. Being the first in the market: using digital and strategic innovation to offer value-adding products and remain ahead of the competition.

We put these values into practice through our global Passion for Customers program. Since the program's launch in 2019, participating countries conduct customer surveys to determine their Net Promoter Score (NPS) as a measurement of customer satisfaction, and gather feedback for all stakeholders, to define action plans for ongoing improvement of our customers experience.

At Edenred Turkey, listening to our customers and identifying our NPS became the catalyst for a digital and organizational transformation. This process was initiated by the Customer Force program in 2020, which identified points of operational inefficiency in our system. This laid the groundwork for a broader digital overhaul through a dedicated program called Transform-IST, which centered on agile, user-friendly digital processes.

A key part of implementing Transform-IST was digitizing the onboarding process of clients and merchants.

An important innovation milestone was the launch of CepPOS, our mobile app for merchants which enables them to use their smartphones as POS. The speedy and easy setup allows them to get their first transaction live in a couple of minutes instead of a couple of days before.

We also revamped our client ordering portal with value-added self-care capabilities - and improved our user mobile application, resulting in a 75% reduction of calls received by our customer care department.

Finally, a pivotal achievement was consolidating all feedback on a single platform, our Customer Relationship Management (CRM) system. Combining all customer data on a unified platform allowed for a comprehensive view of our customers, empowering us to deliver personalized experiences at every touchpoint.

Opening the Sublime Porte to success

Making the most of digital tools can powerfully benefit a strong customer experience strategy. However, these resources only bring long-term success when anchored by a shared vision. That's why Edenred Turkey actively fosters a culture that prioritizes customer satisfaction by following a top-to-bottom engagement model. This encompasses educating employees on how to measure NPS, issuing callbacks to understand root causes of feedback and regularly sharing success stories.
Applying our unique approach to Edenred's Passion for Customers principle has led to remarkable change. Three years into this initiative, and thanks to the relentless engagement of our teams, we have significantly elevated our NPS.

We also received worldwide recognition, including four Customer Experience Awards, in the areas of best CX strategy and digital transformation.
Fueled by our drive to always go the extra mile, Edenred is setting even greater goals that reflect its genuine commitment to customers' needs. As we continue this journey, we hope to shape a future in which business success is rooted in thriving relationships between employees and their audience.

• Copy to clipboard
• Share by mail
• Share by facebook
• Share on twitter
• Share by linkedin