Call Centre | Automotive Case Study - Proton Cars UK
The Challenge
Proton is a Malaysian based car manufacturer who began their presence in the UK market in the late 1980s, selling up to 15,000 cars a year. Since 100% buyout of Lotus Cars in 2003, personnel from Lotus are closely involved in PROTON's new model development in the UK and Malaysia.
Proton needed to urgently replace an underperforming and inefficient call centre operation with a new supplier to ensure a first class customer experience. BGD were briefed to source a new call centre within strict timescales and budget and to manage the seamless transfer of all telephony, database and fulfilment services to the new operation.
The Solution
We set an entire centralised call centre from initial brief to operation within 6 weeks. The project included:
- sourcing a proven and competitive call centre operator
- coordination and testing the transfer of all operational and processes from existing call centre
- call script development
- development and implementation of staff training
- developing and implementing an interface between call centre and Proton databases for instant update of customer records
- developing automated lead allocation system for despatch of all enquiries relevant local dealers via e-mail
- automated fulfilment system
The Results
The transfer of the system was made without any downtime or any operational issues
The new call centre operation has ensured a significantly improved customer experience with over 95% of call answered live within 5 seconds. All operators are now fully trained and offer the highest level of customer service by having a thorough knowledge of the Proton brand, operations and product, enabling them to answer all enquiries quickly and efficiently.
Together with a highly efficient appointment booking system and fulfilment dispatch, the new inbound call centre operation has contributed to significantly increased enquiry to test drive conversion rates.
