Passion for Customers, Respect, Imagination, Simplicity and Entrepreneurial Spirit – these are Edenred’s values and a driving force for all its employees. Get a glimpse into the life of an Edenred employee, see what makes us vibe, and discover how we’re obsessed with Customer Centricity as we empower the financially unbanked sector in the UAE.
For ‘CX Month’, get a glimpse into the day-to-day of our Sales Executive Williams Cheruparambil and see how we’re obsessed with Customers 💙💜
🎤 What do you do? What does your day look like?
➡️I’m the VAS officer at Edenred UAE, I work with the VAS field team. My role is to essentially work with the unbanked sector of the UAE, to help onboard them into a financially inclusive world, with access to basic financial services, such as introducing them to our C3Pay app, making online bill payments and international money transfers. I spend significant time on the field, coordinating and enabling customer support for our end customers.
🎤 Can you walk me through a typical customer journey from the initial touchpoint? What are the key touchpoints in this journey?
➡️On the B2C end, the customer journey starts with onboarding and an in-person training that’s delivered to our cardholders. We help them download the C3Pay app, enter their card details, upload their docs and complete KYC, set a password, and give them basic financial training which includes UAE-specific guidelines. There is so much coordination on a daily basis – with account managers, with clients, and with the companies – especially closer to salary days when we plan our visits to help new cardholders onboard and solve queries.
🎤 What is the most common challenge customers might face when interacting with our company? How does this impact their overall experience?
➡️Customers with low digital literacy levels, often face certain frustrations when they try to use financial apps, or when they are trying to send money home. Over time, they now know that they can always contact Customer Support for any queries, but we still need to guide them, one step at a time. Even though the newer generation adopts financial apps with more ease, the overall trust in such apps is generally low. We really have to work hard to overcome this, so that their experience remains seamless.
🎤 What metrics do you use to measure customer satisfaction and success?
➡️We predominantly track the usage of the C3Pay app features, whether or not they are useful to our cardholders (whom we call our Champions) and continuously monitor their comfort level with the app. Since we spend a lot of time on the field, we also get real-time feedback about what features they like and what features they take some time to get used to.
🎤 What are some examples of how we’ve used customer feedback to improve our products or services?
➡️When I joined Edenred in 2017, back when it was ‘C3’, we used to do KYC with an additional camera. Today, everyone can update it themselves on the basis of the feedback we received. I’ve seen this evolve from close quarters and the process for customers has become easier over time. From the C3Pay app, they can directly also change their mobile number and send remittances to their home countries, or simply contact our multilingual Whatsapp support if required.
🎤 What languages do you speak?
➡️My mother tongue is Malayalam. I also speak English, Hindi, Urdu, Tamil and I can also understand Telugu and Nepali, along with some basic words of Arabic.
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