At Zeelo, we encourage a culture where people work smart, move fast, and work together. Over the next few months, we are going to hear from some of our amazing team from across a cross-section of the business. Our service is constantly evolving and it is thanks to the hard work and dedication of talented individuals on the ground and behind the scenes that our success is possible.
We believe that exceptional customer service and support should be at the forefront of any business, and here at Zeelo, we are no exception. We sat down with Emma Ferries, our Senior Manager for Customer Care at Zeelo to take a look at how we shape, sustain and develop the customer care and support experience for our riders and use this to fuel the growth and evolution of our organisation.
Thank you for taking the time to speak with us today, Emma – I was wondering if you might tell me a little bit about yourself, how long have you been with Zeelo and what exactly your role entails?
My name is Emma Ferries and I joined Zeelo in May 2021, so I have been in the role now for 14 months as Senior Customer Care Manager. The role involves looking after the customer experience in its entirety; supporting the riders who are making use of our service on a daily basis. Currently, I oversee two Team Leaders who in turn manage a wider support team of around 13 remote workers based in various locations around the world. My team acts as the voice of the rider to the company; we manage and resolve any customer queries, complaints, or suggestions in a timely manner and feed this information back to the relevant areas of the business to ensure we are continually evolving our service offering.
How would you define EXCELLENT customer care and why is it so important for the business to maintain excellent levels of customer satisfaction?
Our riders, above all else, want to be dealt with in a timely and efficient manner. It is so important to maintain excellent customer care; we rely so much on brand advocacy as an organisation, having a service synonymous with excellent communication and support practices is crucial to our continued success. We want to be renowned for providing a world-class customer experience. It’s only through the feedback of our customers that we can learn from our mistakes and improve the services we provide.
Like everyone in the business, we all like to hear how our work is being received. How do you track the success (or shortcomings) of Zeelo’s customer care experience?
We have a few ways to identify customer satisfaction from a support perspective. Trustpilot for instance is one of the ways in which we can track how happy a rider has been from both a service and support point of view. I am pleased to report that Zeelo currently enjoys an excellent TrustScore of 4.9. It’s been an absolute pleasure to see members of our support team mentioned by name; really a testament to the great relationship the team has developed with our riders.
We also use CSAT (Customer satisfaction) scores to get a better understanding of how our support interactions are received by riders. It’s important that we don’t confuse this with NPS (Net Promoter Scores) which are more of an indication of the brand and service itself rather than the customer support offering. Both are equally important and give us valuable insight into the business from an operations and customer satisfaction perspective yet might not complement each other. It’s how we use the combined information gleaned from all of these channels that shapes how we can resolve a situation.
You’ve mentioned previously that your team is currently operating remotely around the world; how are you sustaining one of Zeelo’s core values; working together, when your team doesn’t get to experience the face-to-face interaction that most of our colleagues get to?
That’s a really good question! Our support team has really had to become its own family unit; they don’t get to experience the same interactions that our colleagues in HQ have on a daily basis. They can’t have a chat around the coffee machine and pick each other’s brains face to face. It’s really important that we foster a real sense of positivity and reliability to ensure that we are constantly building each other up; this can be a job that requires real resilience and knowing you have the full support of your team can make all the difference. It’s also important that our riders don’t suffer the fallout of a mentally drained and brow-beaten team so we make sure to keep positive and make sure everyone feels included.
It certainly sounds like you have a really supportive and caring team! How do they respond to negative comments or dissatisfied riders?
They are a friendly bunch for sure! I guess that is what makes them so relatable for our riders. They can empathise and really give that much-needed human element. So much customer support these days is automated so it’s nice that our team can be so approachable and friendly, all the while maintaining exceptional professionalism; particularly when we receive negative feedback. Which is a rarity I must say. The vast majority of concerns or issues are easily rectifiable relatively quickly.
Thank you Emma for your time and thank you for all you do here at Zeelo!
We will continue sharing some of our inspiring team members with you this year. Keep your eyes open for our next employee spotlight next month! Make sure you are following us here and on LinkedIn and Twitter as we continue to celebrate our team.