The Panvel Group is a Brazilian pharmacy network with over 600 branches across the country. In addition to pharmaceuticals, Panvel stands out in beauty and cosmetics products and has its own brand for personal care.
The group has always maintained high standards of customer service in its stores, but it saw an opportunity to enhance social media support and align the experience across all channels. The wait time for customers was much longer than the brand desired, and they lacked sufficient reports to understand and analyze digital customer service.
Now, imagine the challenges of monitoring, responding, and ensuring quality in customer service for a network with over 600 branches. This is where Buzzmonitor comes in!
Let’s dive into the details of this incredible success story.
THE CHALLENGE
In 2021, the group had already established a strong digital presence but sought to improve the experience and engagement with its audience on digital channels.
Despite already using another support platform, the average response time was 8 hours, and the company didn’t have enough reports to address the situation.
“We didn’t have data to help us understand if we needed to, for example, reassign people by shift, hire more staff, or if it was a training issue. We didn’t even know where to start to better manage customer service,” explains Natalia Trindade, CX Analyst for the Panvel Group.
Without control over the message volume and other essential data, Panvel’s goal was to monitor all interactions on its digital channels, obtain data intelligence to make more informed decisions in CX, and improve customer service by reducing response times and increasing customer satisfaction and loyalty.
THE PROCESS
Upon starting the collaboration with Buzzmonitor, Panvel was, for the first time, able to centralize and monitor information from most of its branches in one place. This allowed them to align customer service, adjust their team internally, and ensure quality standards in their responses.
The first step was centralizing and monitoring the brand’s profiles. Today, over 200 branches are monitored through Buzzmonitor, and this number continues to grow.
The second step was creating dashboards. A general dashboard for brand service was created, along with individual dashboards for each branch. These collect information on interaction volume, number of responses made, audience sentiment, satisfaction, response speed, analysts’ productivity, and more.
The third step was prioritizing service for the brand’s community, Panvel Lovers. Identifying and prioritizing service for this community through monitoring enhanced brand connection and customer loyalty, enabling Panvel to monitor any public interaction to generate insights for the Marketing and Communication team.
RESULTS
Centralization of Service and Reduction of Response Time: with service for over 200 branches centralized on the platform, Panvel achieved more standardized service, maintaining the brand’s tone and accelerating response times. The response time dropped from 8 hours to 1 hour and 55 minutes, a reduction of over 75%.
Data Intelligence and a Comprehensive View of Service: with general and individual dashboards, Panvel gained a unified view of customer satisfaction and an individualized analysis by branch, understanding the characteristics and needs of each audience and location. These data insights helped the brand improve its communication and service strategies.
“We use all this information to improve the CX area. Through this panel, for example, we identified many complaints about service on WhatsApp and other channels, and we improved based on this insight,” says Natalia.
Panvel Lovers – Prioritizing Customer Service: prioritizing certain audiences was key to ensuring that essential cases were handled more urgently. An example occurred during the floods that affected Rio Grande do Sul between April and May 2024. Panvel’s headquarters in Eldorado do Sul received thousands of social media comments from people asking for help, requesting a statement, and promoting actions to support affected families.
Amid these comments, complaints and questions about orders, returns, and products were getting lost. It was crucial to prioritize and filter comments in Buzzmonitor, with predefined keywords and tags, ensuring rapid service to customers, even amidst the crisis.
Additionally, monitoring the flood situation gave Panvel a comprehensive view, allowing them to develop an internal stance and undertake relief actions.
Service Quality Planning and Improvement: over the years, Panvel has also secured important historical data, such as customer service fluctuations during high-demand periods like Black Friday and Christmas. This enables them to analyze consumer behavior and adjust their service strategies, improving planning and achieving customer satisfaction and loyalty.
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