Evolving Customer and Seller Experience at Trendyol: A Comprehensive Approach
Celebrating a significant milestone in my career as a Customer Experience professional, I’ve journeyed through various industry landscapes, each shaping my understanding of effective customer and seller engagement. One standout experience on this journey has been the interaction of my time with Trendyol.
You may often hear the phrase, “The customer is always right, (Türkiye’de: Müşteri Velinimetimizdir.)” a common mantra among service providers. But what truly differentiates Trendyol, a company that adopts ‘Customer First’ as a north star strategy, from the other firms?
Trendyol stands out with its deeply embedded culture of putting customers first. It’s not merely a matter of claiming ‘customer first’; it’s about how Trendyol embodies this philosophy in every decision and action. We prioritize our customers in all aspects, ensuring their needs and satisfaction are at the forefront of everything we do.
The Essence of #Customer-Centricity at Trendyol
Trendyol is committed to listening to and valuing customer feedback, a practice deeply embedded in our strategic framework. This isn’t just a mantra for our #CustomerExperience team; it’s the heartbeat of our entire organization. I recall a specific instance about gift wrapping when customer feedback led us to overhaul a major feature, significantly enhancing user satisfaction. Looking at the insights, we noticed a gap in the customer gift-purchasing experience and invited the customers to interact with the sellers via our QA feature. This feature highly resonated with our customers, reaching a 95% satisfaction score in a short period. Adding a corporate invoice option at the checkout was another significant add-on that we gathered from the customer reviews and implemented.
Let’s take a look at how we do this:
1. Comprehensive Customer Engagement
At Trendyol, our approach to customer #engagement is multifaceted and action-oriented, extending beyond traditional Net Promoter Score (#NPS) surveys to include a variety of interactive channels such as real-time chats, responsive chatbots, active social media listening, and direct interactions with sellers. We meticulously collate and analyze feedback from these diverse sources, integrating insights into our strategic planning to ensure customer needs are at the forefront of our decisions. This commitment to customer-centricity is more than just listening; it involves prioritizing, aligning with our strategy, and continuously iterating our services and products based on customer input.
Our dedication to understanding and addressing customer needs is exemplified by our ‘Trendyol Listens to You (Trendyol Seni Dinliyor)’ initiative, which has seen substantial participation and stands as a testament to our commitment to being where our customers are, consistently enhancing their experience with our brand.
2. While Creating New Processes
We don’t just react but anticipate and prevent potential issues and needs. This proactive stance, evident in our approach to handling complaints and improving customer experience, extends even to our Marketplace products, fostering a deeper trust and loyalty among our customers.
We recognize that our most valuable learning opportunities come from our dissatisfied customers; we actively seek their feedback, considering every complaint as a chance to improve and asking ourselves how we could prevent similar issues in the future, regardless of how few customers may have raised them. Our goal is to deliver a sustainable and consistent positive experience, not just creating occasional ‘wow’ moments but ensuring we are always there to support and resolve issues as they arise. Unlike some competitors who only offer support for their own products, we extend similar support and compensation experiences to Marketplace products as well, which make up a significant portion of our sales. This inclusive approach not only builds customer trust but also encourages exclusive purchasing from Trendyol.
3. Cultivating a #Customer-Centric Culture
Regular initiatives like the ‘User Trust Program,’ #VOC (Voice of Customer) reports, and unique recognition programs keep the customer experience at the heart of our team’s focus, ensuring consistent, high-quality interactions across all touchpoints.
Seller-Centric Approach: Treating Sellers as Key Stakeholders
At Trendyol, sellers are not just partners but pivotal to our ecosystem. Balancing their needs with those of our users, we engage them in initiatives like ‘Seller Trust’ and ‘Voice of Seller’ to ensure their voices are heard and acted upon. Our processes are designed to streamline and enhance the seller experience, even in challenging times.
Integrating Sellers into Customer Experience
The integration of the Marketplace model underscores the importance of our sellers. We utilize data-driven algorithms and emphasize customer experience metrics to ensure a seamless, efficient interaction between customers and sellers.
Via this well-designed interaction, not only customer satisfaction but also the intention of customers to purchase increases; this is where we see the impact of experience on financials.
Balancing Interests
In our role as mediators, we judiciously balance customer and seller interests, often employing our satisfaction budget to resolve disputes fairly and maintain trust on both sides.
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Reflecting on Trendyol’s journey and my own professional growth, I realize that our story is not only about past achievements but also shaping the future of e-commerce. How can these practices evolve in your own business environments? Are there elements of Trendyol’s approach that resonate with your customers?
This journey has been a profound learning experience, offering insights into true customer and seller centricity. As we move forward, I encourage you to reflect on your practices. Consider how integrating a customer-first approach could transform your business. Share your thoughts and experiences — let’s collaborate and inspire each other towards a more customer and seller-centric world. What steps will you take to enhance these experiences in your field? Your ideas and actions can spark meaningful change. Let’s start a conversation and learn together.
