The background.
A prominent European white goods supplier faced significant challenges in managing its supply chain due to highly volatile, M-shaped demand fluctuations. This erratic pattern created complexities in forecasting and inventory management, leading to inefficiencies and potential customer dissatisfaction.
In parallel, the client sought to pioneer innovative customer experiences through new digital channels. A key objective was to enhance customer satisfaction, ultimately reducing rebate claims, and to precisely measure the impact of these digital initiatives on decreasing traditional voice channel volumes. The company aimed to leverage digital transformation not only to stabilize operations but also to elevate its market position through superior customer engagement.
The solution.
Transcom partnered with the client to modernize and transform their customer service from the ground up. We devised and executed a comprehensive strategy spanning digital enablement, operational excellence, and intelligent automation, and leveraged a suite of innovative tools and bespoke enhancements to bring this to life.
Central to this was our introduction of modern digital channels, including Live Chat and WhatsApp, for the crucial DACH (Germany, Austria, Switzerland) markets. This was aimed at expanding accessibility and offering customers more convenient, diversified ways to connect and engage.
To further enhance efficiency and provide instant support, a sophisticated chatbot was deployed for German-speaking consumers, automating responses for the five most common inquiries. This intelligent automation laid the groundwork for significant case resolution without human intervention. For optimized customer flow, we also included a waiting time algorithm. This empowered customers with the option to switch channels from phone to written communication, with the latter prioritized to manage demand effectively.
Recognizing the importance of agent engagement and performance, we introduced gamification to actively nurture and enhance a scalable, effective workforce. The ultimate aims included reinforcing sales efforts and cultivating a consistent, high-quality service experience across multiple markets. Complementing this, a robust Knowledge Base (KB) pilot for the Polish market was established and managed by Transcom within our T:Perform performance management environment. T:Perform itself served as the primary tool for communication, quality reviews and KB content administration alongside performance management across the entire project.
In addition, for seamless onboarding, watertight GDPR compliance, and comprehensive learning and development, our client actively utilized Transcom’s e-learning platform, T:University. This tool was also an essential component in facilitating Transcom's Work-at-Home setup, enabling the adoption of a more flexible and resilient operational model.
Data-driven decision-making was central to Transcom's approach. T:ReX, our Looker-based reporting tool, was leveraged to develop a multitude of reports, providing the insights crucial to driving major KPIs and optimizing daily operations. This included importing CRM data into SFTP and building an intervention avoidance portal, ensuring that data was actionable. System integration was paramount: external databases from the client's SAP system were regularly imported, and a direct-access client IAR Portal was built, creating a unified, useful data ecosystem.
The results.
Transcom's comprehensive digital and operational transformation yielded significant positive outcomes across the client's CX processes. From day one, our intelligent automation produced substantial efficiency gains, with our chatbot and integrated FAQ system resolving 10% of all cases automatically. This freed agents up to focus on tackling more complex inquiries effectively.
The launch of modern digital channels also proved highly successful, with WhatsApp and Live Chat achieving an impressive 4.5/5 star rating from consumers. This underscores customers’ favourable outlook on these new platforms, which secure customer satisfaction while addressing the backlogs, inefficiencies, and inconveniences associated with relying on calls alone.
Furthermore, internal initiatives also flourished, with our agents’ gamification program receiving a 5-star rating, reflecting strong employee engagement, successful reinforcement of desired behaviors, and improved sales efforts from an optimized workforce operating in alignment with our client’s targets.
Overall, our client’s partnership with Transcom proved extremely effective. In terms of SLA adherence, our team met an unparalleled 100% of KPIs throughout over 2 million interactions across all 25 markets in 2024, a monumental leap from 62% pre-2015. This is echoed by quality performance scores consistently above 98%. Ultimately, Transcom’s holistic digital transformation, and the operational optimization complementing it, delivered a streamlined, stellar, and data-driven, CX machine, boosting customer and employee satisfaction and our client’s overarching success.
