Customer Service Manager Vilma Šimienė: “Every day, I hear ‘Hello, Vilniaus duona’ at least 600 times.”

However, customer service is much more than just answering a call. By the afternoon, the majority of orders must be accepted, it must be ensured that they are properly registered in the system, customer questions answered, and that their favorite bread reaches stores on time.

"Our work does not end with picking up the phone when a customer calls. We are responsible for a smooth ordering process – from accepting and entering the order into the system to situations where additional information needs to be verified, a problem resolved, or invoice corrections made. Very often, we take the initiative ourselves and contact the customer to ensure everything goes smoothly," says customer service manager Vilma Šimienė.

Who are your main clients?

"Vilniaus duona" is the largest bakery in Lithuania, so our products can be found practically throughout the country – from large retail chains to small regional stores. We also supply products to kindergartens, schools, and other customers.

Our customer base is very broad, so the ordering methods of customers also differ. Large retail chains mostly use automated ordering systems, while we still have a lot of direct communication with smaller customers.

When everything around is automated, is live communication still important?

Very much so. The store already knows our colleagues well; we have worked with many customers for many years, so trust and a human connection naturally arise.

What qualities are needed for such work?

It requires meticulousness, responsibility, and the ability to communicate with very different people. The work is dynamic – during the conversation, the client can list many different products: "Agota," "Toste," "Grandma," and we have to enter everything quickly and accurately into the system.

Do your customers also learn about innovations from you?

All new products reach our division, so we always taste them ourselves first and get acquainted with their properties. It is important for us to know not only the product name but also what makes a particular bread unique – perhaps it contains more fiber, protein, various grains or seeds, or maybe it stands out because of its composition, flavor, or texture. All of this helps us better present news to customers and convey the most important information about the product.

Do bread orders differ between cities and regions?

When communicating with customers, certain differences in consumption habits can be observed. There remains a strong demand for traditional products in the regions – rye bread, loaves, and other well-known, common products are chosen more often.

In cities, we see greater interest in product variety – buyers more often look for whole grain products, products with more fiber or protein, and are interested in their composition and nutritional value. Of course, this is more of a general trend rather than a strict rule – every region and every store has its own customer.

And are small regional stores still holding strong?

Yes, small stores in the regions remain an important part of our customers. Of course, the market is constantly changing – some retail locations close, others appear, but the network of small stores in the regions remains significant.

It is especially important for them to know their buyer and their needs well. Therefore, our direct connection with such stores is important – we can better understand their situation, ordering habits, and help ensure that the shelves contain exactly the products their customers are looking for.

A few months ago, you updated your call center system. What has changed?

The system has become smarter and better adapted to our daily work. During an incoming call, it  recognizes the customer, and we see the call time and their status. For me, as a manager, the system provides more options to see the team's work – how many calls are handled, employee activity, and call flows.

This helps better organize the team's work, identify where more attention is needed, and respond more quickly to situations.

You have been working at "Vilniaus duona" for almost 14 years. Do you still remember how it all started?

I joined "Vilniaus duona" in 2012. During this time, I mostly worked in customer service, but I also contributed to public procurement, exports, and various projects related to products, systems, and sales promotion. One of the most important projects last year was the implementation of the BP3 business management system – in which I was a "super user."

Today, I am part of the commercial team and lead customer service teams in Lithuania and Latvia.

How do you manage to stay at the same company for so many years?

When you say "14 years," it really sounds like a long time. But for me, this year flew by very quickly. Probably because during all this time the nature of my work, fields, and responsibilities have constantly changed. There were many different projects, new tasks, and opportunities to learn, so routine really didn't take hold.

Trust is also very important to me – when you feel your decisions are trusted, you can freely take responsibility, take on new challenges, and grow together with the organization. I believe that it is precisely this combination of things that helps you stay motivated for so many years.

You have been working with bread for many years – which one is your favorite?

My favorite is "Agota's" whole grain bread.

But when working in a bakery, it's hard to limit yourself to just one – we have so many different bread products that it's always interesting to taste and discover something new. This is probably one of the pleasant advantages of my job.