How Silpo and Fozzy Group Create "Wow" Service with Social Media Listening

Every day, thousands of social media posts mention Silpo — a major Ukrainian supermarket chain — and other Fozzy Group businesses. Many of them never reach the brands’ official pages — they stay in personal feeds, without tags, mentions, or direct requests to customer support.

And this is exactly where the most honest customer experiences are revealed: what delights guests, what surprises them, and what hints at how service can be made even better.

During a recent webinar (in Ukrainian), Olena Tropanets, Head of Social Media Moderation at Fozzy Group, shared the secret behind the company’s wow service — and the role social media listening with YouScan plays in making it happen.

A few words about Fozzy Group

Fozzy Group is one of Ukraine’s largest retail and industrial groups, with a diverse portfolio spanning retail, marketplaces, banking, healthcare, and in-house production.

The group’s flagship brand is Silpo, a supermarket chain with over 300 stores visited by more than one million guests every day.

What is the “Guest Happiness Support Department” at Silpo?

Yes, that’s the official name — “Guest Happiness Support Department.” According to Olena, the name is even incorporated in the company’s internal documentation.

At Fozzy Group, people don’t say “customers,” “consumers,” or “shoppers.” They say “Guests.” This reflects the company’s guest-centric philosophy — an approach built on the principles of hospitality.

The department operates with a clear service vision: “Energized to help make a Guest’s day better.”

Every year, the team handles:

• over 1 million phone calls,
  

• 500,000 chat and email requests,
  

• and around 300,000 social media interactions.

The department includes 397 “Overachievers” (Fozzy Group employees) and 307 Support Daymakers, working across 19 retail and adjacent business projects. 

Every day, they focus on service quality, speed (average first response time is under 10 minutes), and reliability — and with YouScan, they also uncover true wow cases: stories that go beyond guest expectations.

How YouScan supports Silpo and Fozzy Group’s daily work

On average, Fozzy Group collects around 70,000 online mentions per month. Without a social media monitoring system like YouScan, a large portion of this feedback would simply go unnoticed.

Olena highlights several key advantages of YouScan for Fozzy Group — and Silpo in particular:

• Integrations
  YouScan can be integrated with Fozzy Group’s core systems, including Zendesk, HubSpot, Freshdesk, and Creatio. It can also connect to any other system via API.
  

• Tagging
  Mentions can be easily categorized using tags.
  

• Flexible filters
  Filter mentions by channel, sentiment, or topic.
  

• Reporting and analytics
  Multifunctional dashboards and the ability to export reports in any format.
  

• Advanced features
  Visual Insights and Insights Copilot — a conversational AI agent for social media monitoring.
  

• High-quality support
  Dedicated assistance from the YouScan support team is a major advantage for Fozzy Group.

“For brands just starting with social media monitoring, I’d recommend paying attention to small details. They’re what ultimately shape the overall brand impression.” — Olena Tropanets, Head of Social Media Moderation, Fozzy Group

Silpo Wow cases: How the magic of social media listening works

🎶 A song born from a Silpo receipt

A guest shared an Instagram story with a song she wrote based on a fortune line printed on a Silpo receipt:

“You may not know where to go, but the key is to follow yourself.
You may not see the goal, lost in emptiness and sorrow.
But you’ll take a step, learn a lesson — without a fight.”

The most interesting part? There was no brand mention or tag. Thanks to YouScan’s social media listening, the Silpo team spotted the story, reached out to the author, and sent her a few thoughtful gifts to support her creativity.

🐌 The story of a snail named Salatych

A guest bought lettuce at Silpo and found a snail inside — and decided to keep it. That’s how Salatych was born: a new pet who joined her for breakfasts, dinners, and TV time.

One evening, she shared this heartwarming story in her stories. The Silpo team reacted instantly and decided to surprise her.

A week later, just before Easter, the guest received a custom-made portable aquarium house for Salatych — complete with a unique Silpo × Salatych sticker.

“Fozzy Group has been using YouScan’s visual insights for about a year now — and it’s an incredibly useful tool. Even when our Guests post photos or videos without any text, tags, or mentions, but the Silpo logo is visible in the image, visual insights help us spot it. This allows us to respond quickly and provide personalized feedback, directly impacting the quality of our wow service.” — Olena Tropanets, Head of Social Media Moderation, Fozzy Group.

🐟 An accidental “fish theft”

One guest accidentally forgot to pay for fish at the checkout and later honestly shared the story on Threads, including a screenshot of their conversation with Silpo’s Daymakers. The image showed a Silpo barcode sticker.

Thanks to YouScan’s visual analysis, the Silpo team quickly detected the post, reached out, and resolved the situation positively.

🤖 Using Insights Copilot

The Fozzy Group team actively uses YouScan’s Insights Copilot to:

• Analyze large volumes of mentions
  Insights Copilot processes brand-related posts, structures the information, and helps understand what people are really saying online.
  

• Quickly uncover key insights
  By simply asking the AI agent, “What are the most interesting insights?”, the team receives a summary of all online mentions — complete with real examples — in seconds.
  

• Prepare reports for business and management
  For example, Fozzy Group’s annual report includes around 800,000 mentions. Manually analyzing this volume would take weeks for an entire team. With Insights Copilot, it takes just minutes.

Key Takeaways

Wow service isn’t only about fast responses or service standards. It’s about noticing emotions, stories, and moments — even when Guests don’t contact the brand directly.

The Silpo and Fozzy Group case shows how systematic social media monitoring with YouScan turns scattered mentions into valuable insights — and everyday situations into stories worth sharing.

That’s how service is born — not just service that solves problems, but service that builds an emotional connection with the brand. 💚