Edenred, the digital platform for services and payment methods, celebrated the third edition of CX Week, a week during which the company offers employees a series of actions focused on the customer experience. In total, more than 2,000 hours were dedicated to the event, which featured the participation of the Benefits and Engagement teams (Ticket), Mobility (Edenred Ticket Log, Edenred Repom, and Taggy), and Payment Solutions and New Markets, with the involvement of the Punto brand. "CX Week 2024 had 30% more participants compared to last year, being an important opportunity for our team members to better understand customer needs. The involvement of all departments is essential to promote a customer-centric culture," says Gilles Coccoli, president of Edenred Brazil.
CX Week 2024, which took place in October, reinforced Edenred's value of Enrich Connections for Good and Forever. "We are convinced that the satisfaction of our employee collaborators with Edenred positively impacts the experience they provide to customers in every daily interaction. This not only results in good outcomes in the present but also builds a future where excellence becomes the norm. In this context, customer loyalty is achieved not only through the services we provide but also through the personalized experience we offer," explains the executive.
At Ticket, discussion circles fostered an immersion for their team members, aiming to connect them with client companies and users, who shared their experiences with the brand's solutions. "This was the most praised activity and with the highest team participation, as it provided connection and an opportunity to hear directly from customers their perspective on solutions and experiences with the brand," comments Coccoli. Another action was the "CX Fone," a landline phone placed at the office entrance, which rang a few times a day. When attended, he would invite the person to answer a quiz about CX, reveal a prize, or connect a call directly from the call center to understand how the channel works.
The business line also featured a talk by Marcone Siqueira, CEO and co-founder of The Bakery, a reference in corporate strategy and innovation, on how artificial intelligence can be used to help manage new work models, and by Suzie Clavery, Chief Human Resources Officer for Latin America at Total Pass, who addressed the importance of having an engaged employee, actions that can be implemented in the company with this objective and how having a happy internal team reflects on the positive experience of the external customer.
The Mobility business line used the slogan "Connections that Inspire" and throughout the week, held a roundtable to reinforce with the team the importance of the customer experience and the impact that having people at the center of the business has on the company's results, as well as the metrics to monitor CX and EX actions and the challenges of these relationships. It also carried out an activity that revisited with the collaborating people the entire business structure, from mapping customer profiles to success stories, and conducted question-and-answer sessions with the aim of ingraining the concept of customer centrality in the people.
In partnership with The Bakery, the Mobility team also held lectures that addressed topics such as: the customer experience landscape as a more tangible model, and the lessons learned from implementing CX in products/services. "Leadership works on the topic daily, strengthening the culture for the internal team in everyday life, but it is very important to have this time especially dedicated to the subject, when everyone reviews the cases, promotes debate, clears doubts, and learns from the challenges. The company and the professionals only stand to gain from the initiative," says the president of Edenred Brazil.
In Payments Solutions and New Markets, the Punto team dedicated itself to incentive actions for the sales and customer service teams, rewarding the employee collaborators who achieved the highest NPS score for service during October, aiming to reinforce the importance of excellent customer service. Additionally, the brand called on the other teams to become part of the commercial team for a day, through calls with clients to assess and understand perceptions of what could be improved. In one of the activities, people working at a Punto logistics partner also had the opportunity to directly contact the brand's customers to gather their perceptions about receiving the machines and initial interactions with the terminals.
