Our corporate culture places customers at the central hub where all actions converge. It is due to our customers that we are now a modern and audacious company with a vision for the future and a brand that inspires admiration, as shown by the many awards we have earned for our work. Our purpose is “People serving People”, which involves one of our differentials: close relations for more personalized and fully affordable customer service.
Monitoring customer experience is essential for us to detect points that may be improved at each stage on their journey - purchase, delivery, after-sales service and everyday use of products and services. For this purpose, we have adopted the most advanced technological resources, methodologies and processes available on the market.
In all segments in which we operate, our customers fill out Net Promoter Score (NPS) questionnaires. Our Customer Experience team (at Algar Station) manages NPSs to capture levels of customer loyalty and perception, identify points that give rise to satisfaction and dissatisfaction or criticism, thus enabling us to adjust our offerings of services and always keep up a high level of quality while seeing what we may do to keep relationships up close and special. For each stage of feedback from these surveys, we designate a representative to interface with the corresponding business areas in order to streamline the creation and application of improvement processes.
Subsequently, we conduct after-service surveys for customers to evaluate our NPSs. Available for both telephone and digital services, customers may not only assign scores but also make comments. There are two more key steps in the same direction for ‘Closing the Loop’; after delivering services we will call customers in order to see whether their need has been met; we also meet customers in person and so that they feel free to talk about any complaints or needs that have not been met.
We also measure customer satisfaction using an annual survey conducted by Anatel, in which users of each of our services are interviewed and may contribute their perception of various items related to our services.
Another initiative that boosts the effects of our customer journey monitoring is the changed in our organizational design to create B2B and B2C business units managed by vice presidents. This new model will ensure even more visibility for the needs, peculiarities and specificities of each customer and segment. This will enable us to improve our services and make them even more responsive, quick and innovative.
The purpose of satisfaction-related controls is both avoiding negative impacts on our image and improving our operation, thus enhancing positive impacts related to rates or indices disclosed to the sector and the market. We aim to ensure good relations with customers and the market to ensure our delivery of the best product and user experience.
We continually enhance one of our main differentials: proximity to customers. Digital media also contribute toward this proximity. Our customers currently have means of interacting via applications, WhatsApp, Chatbot, portal and intelligent Interactive Voice Response (IVR). These channels afford more autonomy to solve issues that may be settled through digital media, leaving the more complex cases to be handled by personally contacting our service team.
Again, on the question of customer experience, we would highlight the beginning of planning exercise for our Digital Evolution Program in December 2021: the Três Cliques [Three Clicks] system, which allows customers to purchase a project from us with just three steps using any device connected to the internet. Our idea is to deliver the best digital shopping experience by designing a more fluid and use friendly navigation for customers.
Our teams are trained to solve customers’ problems during their first call, in order to avoid unnecessary caller transfers, so we offer digital tools to provide remote technical support. We are constantly pursuing agility and efficiency for our operations to heighten customer satisfaction levels.
We believe that training associates is also crucial to obtain increasingly positive perceptions of our services. In 2021, our investments in training delivered an average 48.1 hours per associate.
Our metric for problems solved by customers’ first contacts, we used the First Call Resolution (FCR) metric, which ended 2021 at 70.3%.
The results show that our service team was able to deliver an excellent level of customer satisfaction despite an adverse scenario such as the Covid-19 pandemic, which required remote work, especially in the early part of 2021. This reflects extensive training programs and an assertive stance from our leaders, but in particular it reflects the dedication and effort of our attendants across every preparatory stage.
We periodically hold events to reward our customer service team’s effort by publicizing the best compliments from customers, rewarding attendants and extending recognition to the entire Customer Experience team, as a means of incentive.
Management our operations’ security is a priority.
ISO 20000-1, 27001 and ISAE 3402 related evaluations.
We meet all requirements of Brazil’s General Data Protection Law (LGPD).
We engage the services of specialized companies to map and recommend improvements.
We only collect personal data that is strictly necessary to provide services contractually owed to customers. We maintain 90 mapped flows of personal data. We structure and manage all personal data handling processes through our data inventory with legislatively stipulated databases. When a customer’s relationship with us has ended, their data is stored to comply with other legislation to be delated once all legal obligations for customer history to be logged have expired.
Managing the security of our operations has always been a priority, but this has gained relevance with the exponential growth of digitalization and connectivity processes we have seen since 2020. We have worked hard to ensure physical security for our networks and digital security to ward of cyber attacks - these risks have grown significantly during the pandemic - and ensure our customers’ confidentiality while providing our services.
In 2020, we had improved our systems and processes to fully comply with General Data Protection Law (LGPD) requirements concerning treatment of personal data to ensure their privacy and confidentiality. In 2021, we continue to implement tools and adopt resources to strengthen data security under the new legislation. This cyber risk management is periodically monitored by our Risk Audit and Management Committee. Our monitoring involves third parties running vulnerability tests to assess our level of adherence to and compliance with safety requirements.
We also have a Data Privacy Office monitoring all internal personal data flows and evaluating new projects and products from the Privacy by Design point of view. This office is also responsible for data subjects’ rights under legislation, managing third parties, managing personal data life cycles and acting as focal point for any data processing issues.
For network and cyber security issues, our robust network, supported by our backbone, ensures the extensive reach of our work, with a dedicated team and leading-edge technologies. We invest in technology and solutions, partnerships, internal and external audits and vulnerability testing repeated until we are sure there are no faults. Validating and assessing improvements are ongoing tasks and we have been successful to date since we have not had any severe incidents over the last few years.
We have an internal audit team for ISO 20000-1, 27001 and ISAE 3402 evaluations, which determine requirements for managing data security and general data technology controls as support for cybersecurity purposes. In addition, we have external audits conducted by independent firms in order to reassure stakeholders that our security and information technology controls are aligned with best practices.
We have also adopted a series of data security management policies such as those applicable to Service Delivery; Data Security; Data Privacy; Personal Data Governance; Use of Cookies; Use of Services; Use of Site; and Sharing Personal Data with the Authorities.
In line with legislation, we provide a Data Subject web site where data subjects may exercise their right to request their data. This channel is managed by our Data Privacy team. On request, a personal data subject will get an answer within 15 days.
In 2021, in order to improve this structure, we hired specialized firms to map it and recommend improvements, thus ensuring that our environment complies with best practices.
