Scaling Customer Experience Across the PEP Brand Ecosystem

Scaling Customer Experience Across the PEP Brand Ecosystem

CXG Supports the Retail Brands for PEPKOR which today contributes to 86% operating profit, has a retail footprint of 5899 stores and 44,200 employes. PEP is the largest single brand retailer in South Africa.

PEP fulfils its purpose of helping customers look and feel good by offering affordable products and services in conveniently located stores. Known for delivering ‘best products for less’, PEP maintains its price leadership through operational efficiencies and regular price benchmarking, consistently offering the lowest prices to customers.

The Ecosystem

PEP | PEP Home | PEP Cell | PAXI | PEP Care | PEP Social Media

Executive Summary

At CXG Customer Experience Group, we are deliberately shaping a future-ready customer experience ecosystem, built on trust, accreditation, AI, and measurable delivery.

Our long-standing partnership across the PEP brand ecosystem demonstrates how disciplined CX governance, intelligent automation, and accredited delivery support one of South Africa’s most recognised retail groups at scale.

Today, CXG supports PEP brands with 100 dedicated CX professionals, delivering millions of customer interactions annually, achieving:

• 250,000+ five-star CSAT ratings

• 70% self-service productivity through WhatsApp and IVR automation

• Consistent, high-quality CX across retail, telecoms, financial services and digital channels

This is an enterprise-wide CX operating model.

The Challenge

As customer expectations accelerate and retail ecosystems become more complex, the PEP brands faced increasing CX demands across:

• High-volume retail support

• Digital parcel logistics (PAXI)

• Mobile and device support (PEP Cell)

• Assisted care and customer enablement (PEP Care)

• eCommerce enablement (PEP eCommerce launched September 2025)

• Always-on digital engagement via social and messaging channels

The challenge clear "How do you deliver consistent, trusted CX at scale, without increasing operational risk and cost?"

CXG’s Approach

CXG continues to meet these expectations while investing with intent with a deliberate focus on:

1. Strengthening CX Foundations

We embedded global CX standards, governance, and quality frameworks to ensure consistency across all PEP brands and channels.

2. AI That Delivers Beyond the Hype

CXG deployed production-grade AI, including:

• Language translation across all 11 official South African languages

• Agentic AI for guided resolution and workflow optimisation

• Real-time sentiment and conversation analysis

• Automated Quality Assurance (Auto QA) at scale

This ensures measurable outcomes, not experimental technology.

3. Intelligent Self-Service at Scale

Through WhatsApp and IVR bots, CXG enables:

• 70%+ self-service containment

• Faster resolution for routine queries

• Reduced agent load without sacrificing CX quality

Automation enhances and does not replace the human experience.

4.Operational Scale and Delivery

With deep operational reach and long-standing enterprise partnerships, CXG supports millions of interactions across voice, digital, messaging and automation channels.

This scale is a result of:

• Disciplined execution

• Accredited operational governance

• Robust disaster recovery and technology resilience

• A relentless commitment to quality and continuous improvement