Home Business Deal with Negative Customer Experience in Five Steps

The client was an automobile services company. Their main tasks include sales, lease, finance, maintenance, fleet operation, electric vehicle charge, and co-development of vehicles with automakers. 

The Challange

The Automobile Services Company suffered from high absenteeism and low Customer Satisfaction Score. Both were negatively affecting the customer experience.

Webhelp’s office in Egypt, Source: Webhelp

The Solution

To better understand the drivers, we implemented a survey across the full population to identify their feedback and the root cause of the problem. Then we checked the pattern for adherence and Customer Satisfaction performance. At the same time, we also focused on the employee journey enhancement and applied a rewarding system for targeted quartiles within the project. It was cardinal to start using analytics deployment to better track and understand the whole process.

So Webhelp implemented the Five Steps Approach

  1. Understanding the Whys behind the low results for both the controllable and the non-controllable factors. The controllable factors were resolved, and we redesigned the customer journey within the service framework from start to end. This quality framework was shaped to match the customer experience and satisfaction.
  2. The customer satisfaction survey was changed, on several points it was updated, after checking and getting our client feedback and approval.
  3. The internal process and procedure were revamped in terms of changing the call structure and knowledge base format to be more user-friendly and easy to use and search.
  4. Webhelp found it important to integrate the customer culture into the client process by optimizing the process according to the market culture. A great example of that was giving outbound calls as the customers mentioned they didn’t check their emails frequently.
  5. The most important part was to make all the mentioned actions and plans to work. Then follow up and track the results, which lead us to the expected outcome.

Webhelp’s office in Egypt, Source: Webhelp

The Results:

Customer Satisfaction improved by 12% in the 1st month as an outcome of improving the customer experience. This growing client satisfaction percentage had a positive impact on the employee journey as well as the production atmosphere, so the absenteeism rate dropped from 25 to 7 per cent.

The client was satisfied and asked for ramping up with extra 200 FTEs (full-time equivalent) in 45-60 days including the support staff, opening a new line of business, and discussing more opportunities.

You can read the full article in the Outsourcing Destination Guide Egypt, which is available for free download at www.outsourcing-destinations.org

About the author: As of October 1st, 2020, Alaa Elkhishen was hired as Chief Executive Officer for Webhelp Egypt to create one of the largest BPO companies in the Middle East. Before that, Elkhishen was appointed as EVP of Majorel UK, which is the newly formed entity established by the joint venture of Bertelsmann and Saham Groups. This newly formed entity which replaced the subsidiary brands of Arvato, Phone Group, ECCO Outsourcing and Pioneers, has immediately become one of the Global leaders in the Outsourcing industry.

Alaa joined ECCO Outsourcing as General Manager in 2007. Since then, he has completely re-shaped the organization to serve its clients better and now reached 8000 employees. Mr El Khishen received the degree of “Master’s of Business Administration” at the American University in Cairo. Also, he was awarded a diploma in Automotive Management at the General Managers’ Development Program by Hartwell Academy UK.

Born in Cairo in 1970, he speaks Arabic, English and French. He is married with three children.

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