Coupang Customer Satisfaction at 90%... The Secret is Ultra-Fast Customer Response

Coupang's Customer Satisfaction Score (CSAT) has consistently shown an upward trend. According to Coupang's own survey, customer satisfaction, which was below 70% in 2018, jumped to around 90% last year.

Coupang Daegu Fulfillment Center (FC) exterior view. [Photo by Coupang]

Behind this is customer inquiry resolution at rocket speed. Coupang uses an artificial intelligence (AI) matching system to automatically connect consumers with the most suitable customer service representatives. Coupang is the only retailer in Korea that operates chat and phone support 24 hours a day, 365 days a year. Returns, exchanges, refunds, and connecting with customer service representatives can all be handled through the Coupang app. This contrasts with typical ARS call centers where customers often have to wait a long time to be connected. Coupang's customer center offers a wide range of support. Due to the nature of open markets, consumers often find it difficult to receive detailed assistance. Most consumers have to communicate directly with sellers to resolve issues. Coupang is different. The customer center takes responsibility even for problems arising from intermediary transactions with third-party sellers.

Rocket Fresh, dawn and same-day delivery services are also results of Coupang's efforts to enhance customer satisfaction. Through these services, Coupang has realized the innovation of delivering millions of products nationwide within hours, 365 days a year. As a result, Coupang has maintained the number one spot in domestic shopping app downloads for the past six years. Coupang is especially popular among consumers in their 20s. This is analyzed to be because Rocket Delivery meets the preferences of 20-somethings who prioritize delivery speed.

In addition, Coupang is diversifying content to raise customer satisfaction through Coupang Play. Coupang Play offers exclusive live streaming of sports games, blockbuster movies, and Coupang Originals. Within two years of its launch, Coupang Play ranked number one among newly installed OTT apps in Korea. Coupang plans to continue striving to provide unique services to create wow experiences for Coupang consumers.