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Sendo transforms service to support more sustainable and meaningful growth
Launched in 2012, Sen Do Technology Joint Stock Company (Sendo) is one of Vietnam’s largest ecommerce companies. The online marketplace connects more than 300,000 sellers to millions of buyers across the country. It also partners with logistics providers and banks to provide an end-to-end solution for online selling.
For buyers, Sendo offers an easy shopping experience and convenient payment solutions like SenPay which is its integrated e-wallet. The company also differentiates itself with a focus on serving customers across all areas of Vietnam and not just the large cities.
In 2019, Sendo reached US $1 billion Gross Merchandise Volume ahead of its targeted timeline. Nhung Nguyen, Deputy Director of Customer Experience at Sendo, shared that the company has since been focused on achieving more sustainable and meaningful growth.
"Our goal is to support Vietnamese sellers to prosper and along the way create millions of jobs for Vietnamese people,” said Nguyen. “In my department, which is the Customer Service Centre, we are focused on providing added value and a great customer experience at every touchpoint."
Salesforce helps Sendo to deliver this great experience and support customers more efficiently across all of its channels.
Unlocking data and efficiency
When Nguyen joined Sendo three years ago, the Customer Service Centre had only 20 agents. The team needed to scale quickly to support more customers, but it had a number of challenges. The biggest of these was that support was siloed across different channels and systems.
"When an agent needed information about the customer, they had to go through many different systems to find it,” said Nguyen. “We also had agents on one system handling phone calls and agents on another system responding to email with the same customer, and it was difficult to monitor productivity."
Sendo wanted just one system that would provide agents with a single view of the customer and allow it to provide service across multiple channels. It also wanted real-time reporting which could be used to measure and improve key performance indicators (KPIs) like call handling time and quality.
"Salesforce was the best solution for us, and it has totally solved each of our challenges," said Nguyen.
“Salesforce has been very helpful in supporting us to provide customers with the best possible experience, and I believe it will continue to provide what we need to scale this support.”
Providing better, faster solutions
Sendo now uses Service Cloud and Social Studio to provide customers with quality and efficient support through its call centre, email, and social media channels. Agents have been trained to support all these channels and they are automatically allocated cases based on what’s next in the queue. This helps to streamline workflow and ultimately reduce customer wait time.
Agents also benefit from having all of the information they need to serve customers in one place. This includes any customer complaints on social media.
“Salesforce allows us to see all of our customers’ interactions across multiple channels which helps us better understand their pain points and makes it easier to support them,” said Nguyen. “These benefits, combined with more efficient task allocation, have helped us increase productivity and provide customers with faster solutions.”
Reporting has also been improved as the team no longer needs to extract data from different systems and create its own charts to track KPIs. Instead, they have real-time dashboards in Salesforce that allow them to continually monitor information like case handling times. The dashboards are also displayed on a screen in the workplace so that agents have visibility of performance and whether there are any needed improvements.
Agents have already reduced case handling times and they are able to manage more cases per day. This has helped Sendo to reduce the cost of support while still providing an exceptional experience. In addition, productivity has increased by over 30% while Sendo’s Customer Satisfaction (CSAT) score has increased by 20%. Sendo is also sending out 5x more surveys and the total response rate has increased by as much as 150%.
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