Proactive Customer Care: Interview with Cyprian Bem
We had the pleasure of sitting down with Cyprian Bem to discuss proactive Customer Care and our company value of persistently serving our customers.
Cyprian, can you tell us about your rebuy journey so far and your new role?
I started my adventure with the Polish branch of rebuy in January 2018. In the beginning, I was responsible for the operational part of the launch and scaling the location. After a year, there were so many projects and changes that my role was divided, and I decided to follow the path of change and coordinating projects. I developed myself by developing rebuy Poland and vice versa. The responsibilities grew until, in 2022, it was very aptly named Quality and Business Development. I continued my adventure until the end of 2023, when I faced new challenges — to improve customer satisfaction from the perspective of our Polish entity and the entire operation. That’s how I ended up in on the team of strategic managers under the chief operating officer.
How would you describe your job to a 5-year-old?
Exactly the same question my daughter asked me recently! :D
If you were selling lemonade and your customers were unhappy, I’d like to know why in order to fix it. Too sour, too sweet, too much, too little, served differently, and why no home delivery?
Haha, now I get it! Thank you. You’ve coined the term “Proactive Customer Care”: what does that mean?
It’s actually Harald Röbig’s idea; I just put it into practice. Initially, we wanted to focus on doing something extra, but after preliminary analysis, we changed our minds. I once heard a wise thing that I remember to this day regarding processes — “clean up before you improve,” and that’s what I try to stick to.
Our first step is to understand — to feel the customer’s perspective, emotions, and expectations. Comments, reviews, indicators — all these can tell us a lot and tell us a story.
The second step is to reflect these stories in numbers and justify the change. How often, what impact it has, what it depends on. If we want to involve other departments in something we need to be really sure. We try to look for a win-win — something that will be good for the customer and the business at the same time.
The third step is improvement. Sometimes, it’s just a small thing; sometimes, it’s an initiative planned for six months or longer and involves more departments.
The fourth step — control. What effect did our actions have, and is it reflected in the feedback from our customers?
If you had to choose an animal that best represents your approach to customer care, which animal would it be and why?
Uhhhh, that’s hard… The first thing that comes to my mind is the dog — it listens and feels. We could also use their intuition because some things are not so apparent from the beginning.
What’s a quirky habit or routine you have that helps you stay on top of your customer care game?
Reading our critics’ comments. 95% of the time, underneath the layer of frustration, anger, and dissatisfaction, there is a case that causes a very constructive thrill, from which a lot of improvement can be made.
What’s the funniest or most unexpected customer insight you’ve ever discovered? How did you handle it?
Between the threat of murder and the declaration of planting our devices in the forest — since they are apples, they will grow fruit — most of our customers are very constructive. We process a truly amazing number of orders, and behind each one is a customer. If possible, we try to fix our mistakes right away, and if it is not possible, we secure future processes. In this way, we get better every day by small steps.
And yes, we tried to plant, but nothing came of it ;)
What would the title be if you wrote a book about your experiences in customer care?
Onion — how to cook a delicious dish from a seemingly unfriendly vegetable.
What have been your challenges and accomplishments in your new role, and how do you measure your results?
Accomplishments — I think I’ve inspired a few people to think from the customer’s perspective. Also improving a few small things proved to be very fruitful and satisfying.
Challenges — complexity and multiplicity of options with limited resources. For me, internally, learning patience — this is something my two daughters coach me in. :D
The main indicator is Net Promoter Score, which is a reflection of customer satisfaction. This is where patience training comes in handy because the changes we make are aimed at long-term results. That’s why we often use local indicators that change faster and that we know will increase satisfaction in the long run.
What are your plans for the rest of 2024?
Still, clean up before you improve ;)
What’s your favorite way to unwind after a long day of solving customer problems?
Music! Especially Christian Loffler, Kiasmos or The Blaze. Honestly, there are more frequent days when I have to hold back my excitement and postpone further digging for the next day due to family duties than when I am tired. Of course, the second ones happen, too, but then I skip to the other side for a while and check out what we’re doing great at to maintain balance and mental health. :D
Thank you for the glimpse into your work and life, Cyprian. All the best for you on your customer satisfaction mission!
