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Improving Customer Care & Ticket Lifecycle Management for an Automotive Manufacturer
Over the past decade companies have been struggling to recalibrate their customer engagement strategies. Customers have become used to getting personalized services at a shorter turnaround times (TAT) and expect nothing less. At Cogent, we feel that retaining customers in this business environment, requires an extra push.
Cogent’s Proposed Transformation Journey
After a full assessment we realized the client’s existing customer care arrangement required a complete overhaul and set up the groundwork for creating impactful change. The key to successful transformation lay in creating separate call categories and response modules to free up caller lines. These were the components of our plan:
- Call Segregation: Creating a response tree was the first step to an effective transformation. Where all callers were patched in through a single line, we set up a bifurcated line. Separate options were provided for on-road assistance and general assistance queries. We also simplified the process of filling in the client application form to minimize time spent on calls.
- Defined Teams: Different teams were created to manage inbound and outbound calls for on-road assistance as well as general assistance queries. A separate outbound team was also created to manage ticket lifecycles. We did this to inject an element of proactiveness in customer handling: timely calls to dealerships and customers would ensure tickets were closed within the shortest possible time.
- Customer Relationship Management: To add further value, we also created a customer relationship tool to ensure efficient ticket management. We assigned a specific completion time for each task. Crossing that timeline would automatically generate a reminder for the agent in charge of that task. This way we were able to eliminate manual tracking.
- Location Tracking: Our piece de resistance was the application we developed in-house to specifically track breakdown locations. It was designed to home in on a caller’s coordinates and minimize time spent on call.