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Home Interviews CXBuzz Interview With Ignacio Casna, Fraud Prevention at Mercado Libre - CX

CXBuzz Interview With Ignacio Casna, Fraud Prevention at Mercado Libre – CX

Hi Ignacio, tell us about yourself and your background.

I’m 21 years old, and I’m from Argentina. I am currently studying Economics at the University of Buenos Aires and working at Mercado Libre, the biggest eCommerce company in LATAM.

How did you first start working in the CX space?

I started working in the CX area at MELI (Mercado Libre) in 2020, given the huge growth of online shopping due to the COVID-19 pandemic. Currently, I am in the Fraud area of mediations. We analyze user-profiles and make decisions regarding the analyzed.

What are some of the common misunderstandings related to customer experience?

The most common misunderstandings in our CX area are mainly from newbie users, who do not understand how to initiate a claim and the process involved in mediation. That is where MELI focuses; we try to generate a pleasant experience by indicating the steps to contact us and the deadlines involved in the resolution of their problem.

Have you seen any interesting new trends in eCommerce this year?

I think that absolutely everything is sold on the Internet. But one thing that has surprised me recently, specifically on the Mercado Libre platform, in the real estate section, is the segmentation of those sellers who accept Bitcoin as a form of payment.

eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?

The e-commerce momentum in 2020, and the growth of online product reviews, allowed for the creation of a “community” where buyers and sellers suggest products. Currently, on the MELI platform, we have a podium of the best-selling products, which helps the user when deciding their purchase.

What are some CX companies/solutions you’re keeping your eyes on right now?

Our CX area continues to grow and develop; we seek to continuously improve the user experience day after day, focused on our principle: “We inspire confidence in our users by generating extraordinary experiences.”Fmeli

So many things changed in 2020. While some things are going to return to “normal,” what are new trends and habits you think will stay with us in the long term?

I think the pandemic gave a big boost to e-commerce, especially in Latin America. This generated the need to improve many things in terms of customer service and logistics channels quickly. At the same time, it forced many people to buy online who had never done so before.

Therefore, 2020 brought improvements at the platform level and, in turn, introduced new customers who will continue to buy because of their good experience.

Do you believe focus groups are still relevant in the era of eCommerce? Why?

I think we should focus on those people who still have a distrust to buy via the internet. And here is fundamental our role in CX, trying to provide the best possible experience. At MELI, we focus on democratizing commerce, and this includes all sectors of the population.

Last but not least, what is your favorite CX metric?

My favorite CX metrics are NPS and KEI. These allow us to receive feedback and help us evaluate the user experience with the platform to keep improving our processes and the way we communicate with them.

About the author

Efrat Vulfsons
Efrat Vulfsons is the CEO & Co-Founder of PR Soprano and the editor of CXBuzz parallel to her soprano opera singing career. Efrat holds a B.F.A from the Jerusalem Music Academy in Opera Performance.


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