Placing the customer at the center
Shufersal emphasizes placing its customers at the center and improving the value offered to them and their customer experience at every point of contact with the chain.
Customer satisfaction – Shufersal believes that it is possible to learn from every customer and every incident and to improve. For this reason, as part of its quality of service reviews, the Company conducts a wide range of customer satisfaction surveys and “hidden customer” activities. Shufersal executives also receive regular updates about customer inquiries and reviews customer satisfaction trends, in order to take steps to improve customer service.
Technological solutions - Shufersal deploys technological solutions aimed at improving its customers’ service experience, including installing self-service cashiers, which save customers significant time by shortening checkout lines. The Company has also deployed customer relations management (CRM) systems, which document all interactions with customers and enable it to draw lessons and insights in order improve customer experience.
Customer service array – Shufersal’s customer service center covers all contact points with the customer: The Company’s call center answers customer inquiries about various matters, has a team which handles social networks issues, and operates an external customer service center that supports the internal call center - all in order to provide its customers with the best possible service. The Company makes a point of shortening customers’ waiting times to a minimum.
Instilling service principles – Shufersal conducts frequent service training for its employees, using internal and external parties, to instill service principles and values, and also incorporates them into managers’ evaluation processes.
With more than 1.8 million members, the Shufersal Customer Club is the largest customer loyalty program in Israel.
The customer club aims to forge personal relations with the customers, learn about their needs through analysis of their consumption patterns, boost customer loyalty, and improve the shopping experience by reducing prices on the members’ favorite products. Customer club members accumulate points on every purchase, and enjoy customized discounts, coupons, and targeted sales, as well as member-only events held at the branches. The Company periodically holds “club parties” at the branches - in which customer club members are offered major discounts on a wide range of products over several consecutive days.