Croma elevates customer experience with Service Cloud
TCS enabled a successful Salesforce transformation for Croma, empowering its customer care agents with the data they needed to enhance services.
Services
Enterprise Solutions
TCS Consulting Services to Achieve Success in the Digital Era
Industry
Retail
Omnichannel CX and Intelligent Innovation – The Future of Retail
Highlights
- To enhance customer experience, Croma wanted its customer service staff to have ready access to customer information so they could quickly address customer issues.
- Croma’s existing customer service system required manual intervention, which increased call durations and sometimes resulted in calls being assigned to the incorrect customer care agents.
- Using a cloud-based platform on Salesforce, TCS automated processes and provided a consolidated view of customer information. This enhanced the post-sales customer experience.
Challenges
Croma wanted to elevate customer interactions by making consolidated customer information readily available to customer care agents.
Croma is one of India's leading consumer durables and electronics retailers, helping people discover appliances that make a difference in their daily lives. While its customer base had expanded over the years, Croma’s contact center and store agents did not have consolidated customer information readily available. The lack of relevant knowledge about customers and the appliances they had purchased via the company meant that agents struggled to provide personalized services. For information such as transaction orders, warranty information, and gift vouchers, the agents needed to:
- Navigate multiple screens to retrieve customer information, which increased call durations.
- Assign cases to call center agents manually and route calls based on available information and priority as decided by the customer relationship management (CRM) system. This sometimes led to inaccurate and incorrect case assignments.
- Conduct a manual search to identify customers during inbound customer calls.
The company’s legacy CRM system prevented it from enabling self-service options and offering customers the digital, social, and mobile experiences they have come to expect from brands they use in their daily lives.
Croma knew it needed to embrace new technology and automation to elevate its customer service.
Solution
TCS transformed Croma’s post-sales customer experience using a cloud-based digital platform.
TCS helped Croma roll out a cloud-based customer service management platform on Salesforce Service Cloud. Launched in three locations simultaneously, the solution was made available to 125 call center agents and deployed in more than 550 stores.
The platform supported several new features and functions that enhanced both the user and customer experience. With the cloud-based customer service management solution, TCS enabled the following for Croma:
- Automated manual and repetitive tasks, which provided a 360-degree customer view. This allowed agents to resolve customer complaints quickly.
- Automated case routing based on case type and assigning of cases to the right call center or store agents with the right knowledge or skill
- Automated inbound and outbound call assignments to available agents using computer-telephony integration (CTI).
- Integrated order, payment, and supply chain management systems to enable instant access to relevant information for faster resolution of customer complaints
- Self-service options through company website, emails, and social media platforms, allowing customers to find solutions to their issues without contacting call center agents. This reduced the number of calls to agents.
- A simpler process for obtaining the digital consent of customers on ticket closure.
Croma’s customer service staff, both online and in-store, now have ready access to the data needed to have smart and intelligent interactions with customers. Today, they are better equipped to deliver on Croma’s promise of sound advice and lifetime assurance on electronics purchased from them.
Benefits
The customer service management transformation with the Salesforce platform enabled Croma to boost customer satisfaction, retention, and brand reputation.
It reduced complaints and escalations with quick redressal of customer concerns.
Croma could:
- Standardize the customer service case management process across channels with the self-service option.
- Reduce errors and accelerate turnaround time for case assignments and routing with automated processes.
- Address customer grievances quickly. Self-service options enabled faster case creation while knowledge management features for call center agents and store staff helped resolve issues quickly, elevate customer interactions, and personalize service. Agents could also issue instant electronic gift cards to defuse tensions or pacify unhappy customers.
- Eliminate manual customer account searches.
