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BLUE LABEL INTEGRATED ANNUAL REPORT 2016
Stakeholder relations
continued
Stakeholder
group
Nature of engagement
Method of engagement
Dialogue process and
outcomes
Customers
– enhancing
innovation
The Group’s customer base
comprises corporate clients,
chain stores, petroleum
forecourts, large independent
retail clients, wholesale/
cash-and-carry stores, and
Mom & Pop stores.
Engagement involves
servicing customers, through
a dedicated call cycle where
face-to-face meetings take
place at which sharing of
information on new
products, market research
and trends, business queries
and other growth
opportunities are discussed.
Field technicians are deployed
to assist customers with
technical support and
installation of terminals.
Outbound calls to merchants
measure customer
satisfaction scores regarding
touch points, trade
marketing and Blu Approved
branding.
Senior Management liaises
regularly with its customers
and supplier counterparts
and, in so doing, continues
building and strengthening
long-term relationships,
which in turn, enhances
growth opportunities.
Merchants are categorised
into three service tier
groupings – gold, silver and
bronze.
A dedicated, national
helpdesk operating daily
from 07:00 to 21:00, with
a team of customer
relationship and technical
support consultants.
Face-to-face formal and
informal meetings, as well as
formal consultation.
The Group has a CRM
system, self-help facilities and
dedicated CRCs to enhance
its customer engagement
service. Customer satisfaction
surveys are carried out across
all customer segments on a
regular basis.
Differing levels of after-sales
service is offered in each
customer tier.
Price and value for money drive
the relationship with this
stakeholder group. FAQs by
customers usually involve
technical matters or account
queries. It is essential that
queries are expeditiously
resolved in order to impart a
greater sense of value to the
customer. A call-out is logged
for technical matters and a
technician will visit the site
within 24 to 48 hours. Account
queries that require escalation
are dealt with by a CRC who
will visit the merchant. The
contact centre reports regular
updates to the merchant base
through SMS and e-mail
communications.
CRCs and regional managers
maintain good relationships
through a scheduled call cycle
that ensures open
communication and updates on
new product offerings. Support
is also provided for POS
material, branding, minor
repairs and maintenance.
Emphasis is placed on upselling
and cross-selling opportunities
within the Group’s products and
services. Differentiating service
levels incentivise merchants to
upgrade to a higher level,
enhancing their value
proposition in selling more of
our products and services.