Overview
Alshaya Group is a dynamic family-owned enterprise, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world’s leading brand franchise operators, offering an unparalleled choice of well-loved international brands to customers. Alshaya’s portfolio extends across MENA, Türkiye and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a growing online and digital business.
Operating in multiple sectors including Fashion, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to authentically deliver great customer service and brand experiences.
Fresh, modern and relevant, Alshaya’s constantly evolving portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be. Brands such as Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Pottery Barn and KidZania.
To enhance efficiency and improve customer satisfaction in the Central and Eastern Europe region, Alshaya partnered with Viacomms, a trusted Zendesk partner, to implement a centralized customer support platform. The transformation streamlined operations, optimized ticket management, and enabled superior customer experiences across all regions and brands.
The Challenge
Before adopting Zendesk, Alshaya’s operations in Central and Eastern Europe (Poland, Romania, and the Czech Republic) faced several challenges in managing customer support, including:
- Fragmented Communication – Customer inquiries were managed through multiple disconnected interfaces, leading to delays and inconsistent responses.
- Overwhelming Ticket Volume – Thousands of monthly tickets stretched the support teams, resulting in extended resolution times and frustrated customers.
- Brand-Specific Complexity – Each brand had unique customer expectations and product-related queries requiring tailored support strategies.
- Regional Differences – Supporting diverse markets, language barriers, cultural preferences, and varying customer expectations.
The Solution
Alshaya partnered with Viacomms to deploy Zendesk, creating a scalable, efficient, centralized customer service system. Key enhancements included:
- Unified Support System – Zendesk consolidated all customer email communications into a single, streamlined platform.
- AI-Powered Automation – AI-driven ticket routing and automation tools minimized manual workload, ensuring faster response.
- Brand-Specific Workflows – Custom workflows tailored to each brand improved accuracy and response efficiency.
- Multilingual Support – Zendesk enabled seamless customer interactions in Polish, Romanian, Czech, and English.
- Advanced Analytics & Reporting – Realtime insights into ticket volumes, resolution times, and customer satisfaction metrics drove continuous improvement.
The Results
Following the Zendesk implementation, Alshaya experienced a remarkable transformation in customer service operations:
- 40% Faster Response Times – Significantly reduced wait times improved customer satisfaction.
- 30% Reduction in Resolution Times – Efficient ticket management enabled support teams to handle high volumes effectively.
- Higher Customer Satisfaction Scores – Customers appreciated the personalized and efficient support.
- Stronger Brand Loyalty – Shoppers of Bath & Body Works, and Victoria’s Secret reported enhanced experiences.
- Scalability for Growth – Smooth handling of seasonal ticket volume spikes during holiday sales and product launches.
Looking Ahead
Alshaya continues to enhance its customer support capabilities by exploring additional Zendesk features, including:
- Talk & Messaging – Expanding communication channels for real-time customer engagement.
- AI-Powered Chatbots – Automating routine queries for faster resolutions.
- Advanced Analytics – Leveraging AI-driven insights to optimize customer service strategies.
- Proactive Support Tools – Enhancing customer interactions before issues arise.
With Viacomms and Zendesk as trusted partners, Alshaya is well-positioned to continue delivering exceptional customer experiences and driving business growth across its diverse brand portfolio.
Let’s Transform Your Customer Service!
Are you ready to elevate your customer service? Contact Viacomms, a leading Zendesk partner in Kuwait, to discover how we can help transform your business.
