Saudi Arabia is a major oil producer, which may help with car sales. But it doesn’t mean the country’s auto traders can skimp on customer service. Quite the opposite. And the Saudi Ministry of Commerce and Industry is keen to improve standards across the nation too.
AlMajdouie Group, a major Saudi conglomerate, has always been focused on client care and satisfaction. Customers know that the company’s managers, right up to the owner himself, are always approachable in case of a problem.
Yousef Almajdouie, CEO, AlMajdouie Motors Company, said: “Thankfully for 29 years our company and its products have gained the trust of our valued clients. Those customers deserve our appreciation along with the latest tools and technology to provide the most professional care.” As one of the nation’s leading automotive dealers, AlMajdouie Motors was keen to improve customer service as part of corporate good practice and to improve profitability. Previously, a person at each of its 11 showrooms handled incoming calls. They couldn’t guarantee to answer every call, nor keep a tally of people responding to advertisements or promotions. “We couldn’t monitor marketing campaign feedback or return on investment,” said Yasser Farouq, Automotive Marketing Manager, AlMajdouie Motors.
One integrated system takes care of all
It was decided to introduce a single contact centre for the whole business. A flexible platform was required. Integration with Microsoft Lync and Siebel CRM systems was needed. Handling digital channels as well as inbound and outbound calls was another must-have. Plus, AlMajdouie Motors wanted the system up and running fast. The Genesys Customer Experience Platform ticked every box. Once the decision had been made, the first inbound-calling phase was operational in just one month.
Gaspur Saraji, Projects Officer, AlMajdouie Motors, said: “We started seeing the value very quickly.”
Avoiding missed calls and offering new services
Today, all inbound calls are routed through the Genesys contact centre. There, eight agents are trained to deal with a wide range of routine inquiries. Trickier queries are passed on to experts around the organisation. In total, AlMajdouie has 30 user licenses. And, while around 90% of the contact centre traffic is inbound, the system is also used for outbound calling and conversations across a range of digital channels. “When a customer calls, AlMajdouie Motors no longer has to worry about the phone not being picked up, or the query going unanswered. Customers can now do things that weren’t possible before, like booking their car in for a service with a single call. Meanwhile, the company is better off because it can track customer contact data and avoid regulatory problems with the Ministry of Commerce and Industry,” Saraji said.