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NEW CASE STUDY: CarShop transform the customer experience with true multi-channel retail

18th March, 2016

CarShop is the UK’s leading Car Supermarket with a strategic agenda where digital technology and customer experience is centre stage. They operate 5 physical stores in Cardiff, Doncaster, Northampton, Norwich and Swindon as well as a Customer Contact Centre in Doncaster and retail more than 25,000 vehicles per year.

Whilst previously providing a consistent customer experience, CarShop knew their processes could be more efficient and they needed to provide the seamless, Omni-channel experience consumers now expect.

The business had previously relied upon manual, paper based processes and disparate systems to manage different stages of the purchasing process. This disjointed approach meant that customer data existed in siloes and was difficult to share important information across the business at each stage of the customer journey.

Leo Nelson, Marketing Director comments “The contact centre had no way of communicating customer information easily to the stores, which meant customers who had made an enquiry online or via telephone prior to visiting a store, often found themselves repeating information that they had already provided. Not only did this conflict with the businesses’ strategic agenda, but it also limited the opportunities for increased revenue as the sales team struggled to effectively manage the pipeline of leads.”

Following a rigorous review process, CarShop selected mplsystems as a technology partner as they felt that not only was their off the shelf solution highly customisable to the individual needs of the business, mplsystems contact handling solution could integrate all of CarShop’s existing customer channels including phone, email and web chat into a single, intelligent platform.

Watch the 2 minute video to find out how CarShop delivers a true Omni channel customer experience

Agents in the contact centre are provided with an advanced desktop solution that presents all the relevant information on the customer including all contact details, previous purchase history, previous contact history as well as any record of other visits or enquiries made. This enables the agents to find, update and progress a customer enquiry more efficiently and effectively than before, significantly improving the customer experience.

To extend the visibility of this valuable customer data to the sales team in store, mplsystems integrated with CarShop’s existing systems to provide a CRM downstream with a bespoke API designed for their in-store PoS system (vision terminals).

Darren Laughton, Head of IT reports “The vision terminals have allowed the team to move away from their previous manual processes by providing them with access to all customer information on an intuitive touch screen user interface that seamlessly leads them through the purchasing journey. Therefore when a customer walks in to a store, the sales team are equipped with all the information they need to seamlessly progress the customers enquiry.”

The solution from mplsystems has enabled CarShop to blend the digital and physical environments of the customer journey. Each customer touch point is now joined up and information is effortlessly shared across the business for full visibility of each and every customer. A customer is now able to walk into a store and simply pick up from where they left off with any previous interaction, whether that be online, the contact centre, or in another CarShop store. The link is unbroken and the customer receives a personalised customer experience every time.

Benefits:

  • Significant shift in business performance since transforming their business processes and customer experience technology.
  • Improvement in sales conversion from 36.4% to 40.8% in first year
  • The contact centre team have improved their outbound calling by 20%
  • Custom reports enabled the management team to effectively manage key performance metrics to help improve the customer experience on an ongoing basis.
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