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Case Study: Automotive

Customer complaint resolution and support for a major Indian automobile manufacturer


HGS improves customer response time, CSAT, and quality in multiple languages

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Overview

A leading Indian automotive manufacturer sought HGS to support their aim in improving customer satisfaction and retention to ensure a steady stream of revenue from existing client customers. The client wanted a partner who shared their commitment in providing 360-degree support to customers. For this client, HGS offers multilingual complaints and response management and answers customer queries while offering quality overall customer experiences across India.

At a Glance

  • Client for 8+ years
  • 139 FTEs
  • Handling 13 LOBs: HCV Inbound, LCV, PSB, PSF, CRE, Insurance, Service Mandi, Leykart, HPCL, TAT, Follow up, Welcome CSAT, Accident Care
  • Languages supported: English, Kannada, Hindi, Tamil, Telugu, Malayalam, Bengali, Gujarati, Odiya, and Marathi
  • Inbound and outbound voice and email support

Business challenges

The Indian automobile manufacturing industry is growing and companies are facing stiff competition in the industry. The level of competition requires automobile companies to continually innovate in both product development and in the way they support customers both pre and post purchase.

The solution

Auto repair icon

Complete support and assistance on breakdown calls

A vehicle breakdown is a major issue in post-purchase customer service in the automotive industry, and so this is the main focus area for the client. HGS provides rapid action support and solutions during customer vehicle breakdowns. We have constructed a four-level escalation system: first escalation at 48 hours, second is at 72 hours; third is at 96 hours; and the fourth escalation is at 120 hours to ensure maximum adherence to the client’s SLA on quick assistance for vehicle breakdowns. We also developed a proprietary customer relationship management (CRM) system for the client, based on their customer support and issue resolution needs. This CRM is central to our breakdown support and issue resolution efforts.

contact center icon

Handling and resolving customer complaints

HGS handles customer complaints on products, the support network, spare parts, and sales. We categorize calls based on the nature of the complaint, which helps in better complaint/ response management. We also designed the format to deal with the complaints. HGS also assists with dealer coordination.

Icon of customers

Fulfilling customer requests and answering queries

HGS also answers customers’ requests when they call for information on new vehicles and to inquire where they can find spare parts or purchase. HGS also set up an auto email trigger system that alerts dealers on customer requests ensuring that customer information requests are tended to and the loop is closed to customers’ satisfaction.

We also handle generic customer queries on dealerships, finance, support network, service products, careers, the client’s website, etc. These queries are handled by the HGS agent without any email triggers to the client. HGS provides customer care services during accidents as well .

Icon of feedback and CSAT

Driving the feedback and CSAT process

HGS also supports customers by making outbound welcome calls to new customers and we source their feedback through an eight step questionnaire about the sales process, the expertise of service personnel, overall feedback to gauge CSAT, and the dealer from whom the customer bought the vehicle. We also suggested the client focus on existing customers with reminder calls about due service and calls to workshops to improve their TAT.

We stringently monitor call quality with call audits for every agent. We sample eight calls for every new agent with call quality buckets of A (90%), B (85-89%), and C (less than 85%) as benchmarks.

Icon of partnership

Sales support

HGS also connects with existing customers who own older vehicles and older engines. The old engine is recalled and customers are given the option to have the old engine reconditioned or they can opt for a new one at a reduced cost.

Icon of training

Strong training programmes

We provide rigorous training to agents, which includes three days of client training, on-the-job training, classroom training, live demos, and hands-on product experiences. Candidates have to pass both written and mock call drills to go live on the floor. HGS also provides refresher training for agents who fall behind on targets and scores.

Icon of a smartphone with chat bubble and wifi signal

Supporting the ‘Tatkal’ service

From 2011, we are also providing an emergency service called ‘Tatkal’, for vehicle breakdowns on all the National Highways (NH) in India. Whenever a vehicle breaks down on a national highway, the client’s service team responds to the customer within 4 hours of receiving the complaint. Vehicle restoration is completed within 48 hours. Failure of the service team in adhering to the 48-hour SLA results in a ₹1000 penalty per day.

Results

94%
vehicle restoration rate

99%
Customer response time increased to 99%

90%
calls answered in 30 seconds

94%
CSAT score achieved

240
seconds AHT

85%
quality achieved

48
Hours or less for vehicle restoration

The way forward

We are continuously working on improving our proprietary CRM ensuring that it meets client requirements.

On July 2017, we added another LOB for this client called ‘Service Mandi’, which focuses on improving service by recruiting local mechanics who are certified by the client. To this end, we are in step with the client and the process has been ramped up by hiring more FTEs.

Global locations

USA • UK • Canada • India • Philippines • Jamaica • Australia • Colombia

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