How did Consum Supermarkets achieve Customer Service Excellence with redk?

Consum partnered with redk to transform their customer service operations, achieving 40% faster ticket resolution and 90% first-contact resolution. The collaboration enabled intelligent automation, omnichannel integration, and a seamless CX across all touchpoints, even during the unprecedented surge in demand caused by the COVID-19 pandemic.

Objectives

The main objective of the project was to equip Consum with the tools, processes, and automation capabilities required to achieve operational excellence in customer service. The initiative focused on optimising workflows, integrating technology, and enabling agents to respond quickly and effectively to complex customer queries.

Optimisation and Automation of Processes

Implement a centralised, automated customer service system to manage high volumes of tickets efficiently.

Omnichannel Integration

Connect all customer communication channels - phone, email, online forms, and chatbots -into a unified platform to provide a seamless experience.

Employee Empowerment

Provide agents with the tools, visibility, and knowledge required to resolve queries faster and reduce manual workload.

Data-Driven Decisions

Enable detailed reporting and analytics to monitor performance, identify bottlenecks, and continuously improve service quality.

Expert Advisory Support

Work closely with redk’s team to design over 250 use cases, implement automation, and provide ongoing consultancy for optimisation and adoption.

Challenges & Solutions

Consum faced significant operational challenges as its customer service demands grew exponentially. Legacy tools and processes were no longer sufficient, limiting the company’s ability to maintain service excellence.

Challenge

Solution

Desafio

Exponential growth in queries (from 1,000 annual calls to over 25,000 monthly) and increased complexity.

Lack of omnichannel integration; phone, email, and forms were disconnected.

Manual, repetitive processes increased agent workload and risk of errors.

Remote working required for business continuity during COVID-19.

Limited visibility into performance and customer insights.

Solución

Implemented Zendesk as a centralised platform, designed over 250 use cases with redk, and automated ticket workflows to manage high volumes efficiently.
Unified all channels into Zendesk, integrated phone system (Cisco) and CRM (Algonomy), and implemented a chatbot for first-level queries.
Developed macros, triggers, and automated incident creation to streamline repetitive tasks and accelerate resolution.
Enabled remote access to Zendesk and integrated all customer data, allowing agents to work efficiently from any location.
Implemented automated reporting dashboards to monitor ticket resolution, agent productivity, and service quality.

Key Results

The impact: tangible improvements in performance indicators and happy customers. As a result of the implementation of Zendesk, Consum has seen significant improvements internally and externally, with data that speaks for itself:

40% increase in Ticket Resolution

Consum improved ticket resolution by 40%, allowing agents to handle more complex queries efficiently.

Average Response Time increased by 41%

Reduced wait times across all channels, ensuring customers received timely support.

90% of calls were resolved in a single interaction

Demonstrating operational agility and improved agent effectiveness.

Customer satisfaction ratings reached 8.4/10

Reflecting the success of automation, omnichannel integration, and improved workflows.

Automation and Knowledge Management

Two knowledge bases were implemented, one for internal use, enabling agents to access complete customer information, and one for customers, facilitating self-service. Chatbots, macros, and triggers automated routine tasks, reducing manual effort and increasing agent productivity.

Integrated Customer Insights

Integration with CRM (Algonomy) and phone systems (Cisco) provided a single view of the customer, enabling personalised interactions and accurate, real-time reporting.

Scalable Omnichannel Operations

The platform allowed Consum to scale rapidly during the COVID-19 pandemic while maintaining high service standards, demonstrating resilience and operational continuity.

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About

Consum

Consum is a cooperative in the distribution and consumer sector, operating across the Spanish Mediterranean. Founded in 1975, it has grown to more than 800 supermarkets, with over 18,000 employees serving more than 4 million member customers across six autonomous communities. Consum has consistently prioritised customer service excellence as a key differentiator in a competitive market. More info at consum.es

Industry

Retail

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Name Surname

Position, Company name

From the very beginning, redk helped us define use cases, functional models, and the best way to implement processes. Their knowledge of Zendesk was unparalleled, and I cannot imagine the integration without their guidance.

Inma Costa

Executive at Consum Cooperativa Valencia