Based on respect for the individual, the pursuit of excellence and in other of the company's day to day values, Walmart Brasil operates the Atendimento UAU (Attendance UAU) program to train employees, particularly those who work directly with customers in the stores. The program covered the themes of Técnicas de retenção and Argumentação com os clientes with the customers (Retention Techniques and Discussion with the Customers) in 2014.
During the year, the Central de Relacionamento com o Cliente – CRC (Customer Relationship Center) set operating in the post-sales and buying experience as its objective. These pillars were enshrined in the publication in 2014 of a Guia Prático (Practical Guide) – based on the Código de Defesa do Consumidor (Consumer Defense Code) – to support service in the stores and allow the consolidation of the 10 Compromissos Walmart com o Cliente (10 Walmart Commitments to the Customer), a group of proposals that sum up the conduct employees should adopt.
The year was also marked by the launch of the Portal de Atendimento Walmart (Walmart Attendance Portal) an electronic tool available on the intranet that adds versions of the Practical Guide, the 10 Walmart Commitments to the Customer, indicators of complaints and their reasons, all the UAU Attendance program and support materials. As a result, the company makes a range of information available to employees to guarantee and expand the quality of the relationship with the customers.
| Customer attendance indicators | ||||
|---|---|---|---|---|
| 2012 | 2013 | 2014 | Variation 2014/2013 (%) |
|
| Contacts received | 760,713 | 635,014 | 415,207 | -34.6 |
| Personal attendance | 365,769 | 313,297 | 183,129 | -41.5 |
| Telephone (0800) | 330,723 | 273,772 | 167,605 | -38.8 |
| 21,736 | 21,973 | 13,070 | -40.5 | |
| Social networks | 3,636 | 9,687 | 15,176 | 56.7 |
| Others | 9,674 | 7,865 | 4,156 | -47.2 |
| Telephone attendance | 394,944 | 321,717 | 218,457 | -32.1 |
| Complaints | 44,982 | 40,025 | 30,992 | -22.6 |
| Coefficient of the complaints | 12.8 | 11.5 | 8.9 | -22.6 |
We would highlight the following other initiatives undertaken during the year:
Atitude Nota 10 (Attitude 10 out of 10)
- In 2014, the first prize was awarded within the program which highlights employees who provide excellent service to consumers. Ten employees were chosen from 3,643 votes made by customers who were encouraged to take part in the initiative.
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De Olho na Validade (An Eye on the Expiry Date)
- To meet the requirements of the consumer defense bodies, Walmart takes part in the Programa de Olho na Validade (An Eye on the Expiry Date) program which is publicized in informative posters and provides guidance on the issue. Any consumer who finds a product with an expired date is given the same article. Walmart also has an automatic block at the check-outs of products collected to reduce the risk of sale of items that may pose a risk to the health and safety of customers. It also relies on the Brigada da Validade (Expiry Brigade), made up of employees who monitor and remove the products from the shelves which are beyond the expiry dates.
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Social Media
- The relationship with customers in the digital world – Facebook, Twitter e Instagram –, is constant and measured by the Central de Relacionamento com Clientes (Customer Relationship Center). The increase in the company's exposure was reflected in the growth of 56.7% in the number of social media interactions over 2013. More than 15,000 contacts made and in the number of calls on the 0800 number declined by 38.8%. The total number of fans and followers on the social networks amounted to more than 1.8 million in 2014 when all the profiles of the brand are combined. Aligned to this strategy, a 4020 phone number was created for contacts with local customers and a 0800 number for customers in the inland areas was maintained.
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Relationship with the Brazilian consumer defense agencies (Procons)
- In 2014, Walmart established a new level of relationship with the Fundações de Proteção e Defesa do Consumidor – Procons (consumer defense agencies) at municipal and state level by joining the CIP Eletrônica, as well as an exclusive attendance group in the Central de Relacionamento com Clientes – CRC (Customer Relationship Center) – telephone 0800 and specific e-mail. It also established 73 partnership agreements.