Customer service has top priority for the start-up GUURU from Zug, Switzerland. For this purpose, the young company developed GUURU’s smart customer interaction solution, a cloud-based solution that enables companies to involve their own community in their support process. In addition to authentic peer-to-peer support through live chats, AI-based automation of customer service also becomes possible. This concept was distinguished at the European Customer Awards. The host ARCET Global presented awards in 17 different categories at Europe’s largest event in the customer service field. More than 130 entries from over 50 companies in 32 countries were awarded. GUURU was the winner in the Customer/Employee Happiness category.
GUURU applied for the Customer/Employee Happiness category with its BRACK.CH case study. BRACK.CH, one of Switzerland’s largest online merchants, recognized the potential of peer-to-peer customer advising early on, and has successfully used the GUURU solution since 2018. “GUURU offers a clever combination of AI & humans in one solution, which covers all customer service requirements: fast availability, 24/7 reachability, scalability and high-quality answers,” explained Sascha Kappeler, Customer Service Head at BRACK.CH. This is because the cloud-based solution makes it possible to involve customers to share their expertise with other customers seeking support through live chat.
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“These are not just any people who share their knowledge”, according to Benno Marbach, COO and GUURU co-founder. “Only a company’s most experienced and most competent customers have the opportunity to become qualified as Guurus and then advise other customers.” Once a customer has passed the test procedure, he or she then becomes a Guuru – as the certified consultants are called. They then are approved to use the app and from that point on can take on support requests. The Guurus are remunerated for each of their successful answers to customer questions.
“We searched for a long time for a solution that enabled us to provided 24/7 support, without having to make our employees work in shifts. The well-being of our team members is very important to us, and we want to provide them with good working conditions”, said Sascha Kappeler.
“It is fantastic that support requests are now being taken care of by our most loyal community outside the official business hours. The Guurus convey great credibility, because they are customers themselves, and therefore also users. Their loyalty to the BRACK.CH brand is strengthened in the process.
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Many Guurus are proud to be able to advise other customers as BRACK.CH customers.” These facts, along with the connected automation solution, convinced the high-carat jury, 69 members in total, who contributed their industry knowledge and category-specific skills to assess participants in the 17 different categories.
Evaluated in an initial phase was a written entry based on four questions pertaining to the initiative: the content, why it was submitted, handling and results. The written entry comprised 50% of the evaluation. A video presentation was then evaluated in a second phase, which in turn comprised 40% of the evaluation score. The remaining 10% related to an overall score. Due to the Covid-19 health crisis, the event was conducted virtually and not in Budapest as originally planned.
“We are proud of this award!” stated Tonio Meier, CEO and GUURU co-founder. “We are convinced that our solution is pioneering for the future of customer service. Human-based support is viewed as very important, particularly now. We combine it with AI (artificial intelligence) to provide the end customer with an excellent customer experience. The human interchange remains nonetheless important. That is why we facilitate the involvement of a company’s own community through modern digital channels.”
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