Alshaya's Middle East customer contact centre wins global accreditation

09 Feb 2016

Customer Service Team Achieves ISO 10002:2014 Certification for Customer Satisfaction

International retail franchise operator, M. H. Alshaya Co.'s commitment to delivering outstanding customer service has been recognised with the award of the ISO 10002:2014 Certification for Customer Satisfaction in handling customer complaints in the Middle East.

The certification is Alshaya's second in 12 months, following the award of the ISO 9001:2008 certification in February 2015 for quality standards in the customer service process. It highlights Alshaya's ability to provide world-class customer service through an accurate and efficient customer complaint management system, in which the company's Contact Centre agents take quick and effective action in following up on each piece of customer feedback it achieves.

Ensuring consistent service levels and an authentic brand experience across all its markets has been critical to the company's growth, said Mona Dabbah, Head of Group Customer Services at Alshaya.

"Listening and responding to the needs of our customers is an integral part of the customer-centric culture we aim for at Alshaya. We are 100% focused on delivering the best possible service to our customers. Successfully completing the rigorous process required for two ISO certifications in 12 months shows that this commitment to customer satisfaction is built into the way we work."

Alshaya operates more than 3,000 stores for over 70 of the world's best known and best-loved brands, including Mothercare, H&M, Debenhams, Topshop, Victoria's Secret, Starbucks and The Cheesecake Factory across the Middle East, North Africa, Russia, Turkey and Europe.

The company's Contact Centre is the centrepiece of a broader customer service offering that has been created to build connections between the company and its customers. The Contact Centre, which managed over half a billion customer contacts last year, supports 10 the Middle East and North Africa markets, 365 days a year, from 8 am to 12 midnight, ready to resolve any service issues or customer concerns and suggestions.

Alshaya's Group Customer Services team operate a range of programmes that together help it understand customers' emerging needs, enhance overall service levels and continuously improve the in-store experience. As well as providing training and coaching to store staff across MENA, the team operates a range of customer feedback channels that help it listen and respond to customer enquiries and concerns. As well as the Contact Centre, these include its online customer survey, Your Opinion Counts, and its mystery shopper programme, which monitors in-store service standards.

"This certification is a major milestone, but we can't stop there: we're continually working to meet and exceed the growing expectations of our customers," said Ms Dabbah.