CASINO RESPONDS FASTER TO CONSUMERS WITH TRACE ONE COMPLAINTS MODULE

Company

One of the top French retailers, and with a strong international presence as well, Casino’s annual 2008 turnover exceeded 28.7 billion euros. With more than 9,000 points-of-sale in France, and a presence in 15 countries and regions, stretching from Argentina to Taiwan, Casino employs some 213,000 people around the world. 

Challenge

With 4,500 private label SKUs already managed via Trace One’s Specifications module, Casino was looking to extract even greater benefits from its decreasing reliance on paper and its increasing reliance on making quality an arm of innovation. 

 

Casino has been dedicated to product quality and responsiveness to customer needs for years. A toll-free number has been available for the last 15 years, with a dedicated Customer Services team created inside the marketing division. 

 

The next logical step was to turn outward to consumers, and integrate their remarks, their concerns, their inquiries, their complaints into the product lifecycle. Casino realized that it needed to address the problem of managing its complaints with even greater professionalism by getting them online.

Solution

Trace One Complaints Module

 

Casino approached Trace One for our help in solving the problem. Working to exacting but evolving specifications from Casino, Trace One developed a computerized response to the problem of handling complaints. The system would not only handle consumer inquiries, but product complaints and even questions about in-store quality of service. Every step was tested under real conditions, as the prototype widened to take in key Casino suppliers. 

 

The result was a genuine, automated, Internet portal for collaborative management of consumer remarks – a new way to work together with suppliers, analyzing laboratories, and customers. 

 

The system tracks individual complaints through the system, creating a permanent consultable database of questions and responses, an important tool for providing feedback to suppliers and for measuring their responses. Complaint handling is structured through flexible workflow, gaining time by reducing administrative tasks in an ergonomic, intuitive user interface. 

 

Automated reporting functions help to track tendencies in questions, in complaints, in product defects, and supplier responses.

RESULTS

The result is a strong contribution to the status of the Casino brand, by centralizing questions and responses about products and stores, providing:

  • Faster, better response to consumer concerns
  • Reduced time for administrative tasks with increased professionalism in managing dossiers
  • Shared real time information management 
  • Complete security