Kaukokiito centralised its customer service into one system and, in cooperation with Digia, updated both customer service and sales to the Microsoft Dynamics 365 system. With the help of the new CRM system, resource sharing and management has become easier, while customer experience has improved.
Kaukokiito’s 30-person customer service team handles approximately 2,000 tickets in the period of one week. This only includes events logged into the system, that is, tickets. Cases solved solely by phone are not included in this figure. Therefore, it is important for the company that a sufficient amount of data can be collected from various customer service situations in order to support the operations.
Prior to the project, the company was using a simple system for entering customer tickets. However, the system did not communicate with the other tools that were in use and it was not possible to obtain the required reports through the old system. In addition, access to the system could not be granted to all relevant parties.
“Improving customer experience is one of the cornerstones of our strategy. With this as the starting point, we started to look for a solution that would provide us with a sufficient amount of information on, for example, response times and resource allocation,” says Jarmo Lilja, Vice President, Marketing and Customer Service at Kaukokiito.
It was also clear from the very beginning that sales and customer service should use the same tool. The internal flow of information within the organisation would improve if salespeople had easy access to customer data and customer service events through the same system.
“Prior to this, sales had no CRM system in use, so this was implemented at the same time as the customer service system,” Lilja says.
What we did
- Customer service
The starting point for the project was improving the customer experience, and for that we needed real-time data. The new system is able to provide this. The joint CRM system for customer service and sales has met all our wishes and the system provides us with the information we need to support our customer service processes.
Jarmo Lilja, Vice President, Marketing and Customer Service, Kaukokiito
Good experiences with Digia and Microsoft supported the decision
As Kaukokiito was already using Microsoft products to a large extent, Microsoft Dynamics 365 Customer Service was chosen as the new customer service system. According to Lilja, it was important that Microsoft Power BI, which was already used by the company, would receive the necessary data directly from the new system.
“We wanted the system to be light and easy to use so that salespeople could easily view customer data anywhere and anytime, even through their mobiles. Microsoft systems enable this.”
Digia was selected as Kaukokiito’s partner based on previous good experiences. Digia had already implemented a new HR system for the company, so it had already been established that cooperation worked well.
“The CRM project proceeded as planned and schedules were also met. We were able to start using the customer service system in spring 2019, with the sales side also completed shortly after that. The new system has proved to be flexible and adaptable, and we can even implement some modifications ourselves. Of course, we do need support every now and then, but it has always been readily available,” Lilja says.
Real-time data improves service
Now that a few years have passed after the project, the objectives set for the system have been met. All the various customer service groups from receiving orders to invoicing can now be found in the same system, and the new system has been modified to meet Kaukokiito’s needs.
”For example, we use specific email groups for which any received service requests are automatically logged as tickets into the system,” Lilja says. Service requests are also logged into each customer's database, which allows salespersons to easily access the necessary information in the system, for example, for customer visits. Salespersons can examine the data in the form of various graphs or as statistics, but they also have the option to view individual message threads.
“Customer service is now more transparent internally and this has improved customer experience,” Lilja says. According to Lilja, the new customer service system also makes it easier to achieve the internal objectives concerning services. Service requests are divided into priorities, with response times specified for them. For example, enquiries concerning the delivery time of a shipment are in the highest priority class. Response times can now be monitored.
“We can now see in real time the number of cases and their priority and thus allocate resources to the most urgent cases,” Lilja says.
Microsoft D365 for Customer Service enables report creation and data collection. For example, the number of closed service requests and the personal performance of each customer service agent can be viewed in the system. Kaukokiito makes the most of the available data.
“The CRM system used by our customer service sends data directly to Power BI for analytics. We review these reports together with the customer service supervisors in our weekly meetings. Now that we have accumulated data over a longer period of time, we can also use the reports to predict, for example, the need for resources at certain times.”
Kaukokiito also strives to continuously develop its new customer service system in accordance with needs. New ways of working are being introduced, and there are plans to serve customers in the future not only by phone and email but also through chat.
“Although we surely are still learning how to utilise the various system features, the new CRM system is an important and necessary tool for our customer service, and it allows us to serve our customers a little better every day,” Lilja summarises.