Mercado Libre + Qualtrics

On the e-commerce side of the business, MELI’s XM program began with collecting feedback from buyers. But as more and more sellers held their inventory in MELI’s warehouses, the team knew that it would be critical to have their relationship feedback in hand as well, so as to become a better informed and more responsive partner year-round.

With Qualtrics, MELI gained the ability to send out relational NPS surveys to sellers via WhatsApp—a channel shift that increased response rates from 2% to 25%. The increased amount of feedback led to some transformative changes and standardizations in warehouse
practices, when it was revealed that sellers’ drivers were often waiting hours prior to check-in to deliver their inventory. These were delays in the process that weren’t being tracked previously.

In customer service, MELI was also able to better engage stakeholders by sending surveys through the same channel with which they had been contacted—online chat, for example.
When MELI learned from feedback that customers wanted it to be easier to reach a live associate for assistance, they initiated a shift toward a streamlined service model that has helped improve NPS by 10-15 points.

Overall, MELI’s system for measuring, analyzing and transforming customer experience has allowed them to embrace the exponential growth they’ve experienced during the pandemic.

MELI has achieved incredible success in Latin America with Mercado Pago—its digital payment platform and app that also serves as a digital wallet, a place to open credit cards, trade crypto, purchase insurance, and much more.

Like MELI’s e-commerce business, the shift away from just transactional surveys to a program for understanding the end-to-end experience has delivered the ability to strategically inform the product roadmap and rapidly evaluate new product roll-outs, with insights discovered as soon as 1-3 weeks after launch.

One of the things that MELI learned was the particular importance that its credit card customers placed on their first 30 days of opening an account—and as a result, the Mercado Pago team was able to quickly do a deep dive on those initial interactions and processes to make sure they laid the groundwork for a happy ongoing relationship.

MELI’s focus on experience management certainly extends to its people. Through a tight integration of Qualtrics EmployeeXM and SuccessFactors, MELI can listen to and improve experiences for employees and candidates at every stage. This includes monitoring feedback, identifying key drivers of attrition, highlighting areas of improvement for managers, surfacing positive experiences and more.

Leaders have a Leadership Effectiveness Goal composed of three metrics — engagement, diversity and turnover — and can access real-time insights to see their performance and how to enhance it. Through these capabilities, MELI can proactively amplify its culture, reduce employee turnover and tackle engagement issues.

For example, MELI can identify employees at risk of leaving in their first year and trigger a series of preventative measures, such as assigning new projects or finding them an alternative, more engaging role, as well as analyze exit feedback to determine trends.

MELI also engages job candidates for their feedback in order to continuously improve their experience—knowing that they are customers, whether they receive an offer or not. Without
a doubt, MELI’s commitment to experience management spans all stakeholder groups and business lines, driving the company forward as a celebrated employer and innovative
market leader.