Customer Engagement award entry from Arzum SDA

Evaluating incoming customer complaints and customer expectations, the Arzum After Sales Services Team decided to go to a major system change that could handle ~ 250 domestic services and management of them all.

So, to improve our customer happiness on service performances ; 17 meeting with after sales service team, 19 meeting with other departments, 10 meeting with suppliers, 20 service points meetings, 10 service points who works for other brands meetings, 162.301 (2016 first 8 months service data) line of data analysed, 255 service points GPS coordinates taken, new service management software specs were defined.

Thus, a brand new automation system has been passed on, which was designed by Arzum. One-to-one and online education trainings were given by Arzum team to all the services for ASOS (Arzum Service Automation System), to be understood well and get them use the system in a healthy way and keep the track of the processes closely for maximum customer satisfaction.

ASOS was actively opened the use of all services in Jan 1st 2017.

 

BEFORE ASOS :
Before the ASOS system in Arzum Service points, there was ; long repair times (according to Mystery Shopper Survey our average service time was 17 days), limited service software which is hard to use by services (limited integration with ERP), limited reports, manual controlling, no measuring of service performance, lack of spare parts, very high product exchange rates
(Service Providers couldn’t decide repair/exchange correctly, so this was  increasing the product exchanges and it’s cost. Also it was creating an extra shipping cost -logistics budget), limited information exchange with other technical departments (quality etc.), not systematic communication with service points, not available info services for customers (SMS etc.), not applicable customer callbacks to understand  the quality of service, as a result, not happy service points and so customers.

Brand Survey Date Repair Time (Day) SMS Services Result Point
Homend 19.09.2016 6 Yes 32
Tefal 23.09.2016 6 Yes 28
Arçelik 23.09.2016 7 Yes 18
Philips 23.09.2016 7 Yes 15
Vestel 23.09.2016 14 Yes 13
Fakir 23.09.2016 17 No 5
Arzum 23.09.2016 17 No 5

2016 Second Half – Mystery Shopper Surveys

 

AFTER ASOS :
Our “customer thanking rate” significantly increased. This application made us save  908.968 TL (~215.000 USD) by avoiding wrong product exhanges. Our Product Exchange Cost / Net Sales  decreased from > 1,5% to 0,9%.  Our repair time decreased to 4,68 days from 17 days.

Here are some practises of the new created ASOS application process ;

  • Product exchange rules according to Turkish law (no need to manual controls)
  • Service points performance system and rewards
  • Credit card payment system option for the service points who doesn’t have POS in their locations. So, customers can pay via this system.
  • One-click detailed reports
  • Daily automatic email reports sent by ASOS
  • Barcode based service forms given to the customers
  • Automatic SMS/emails for the service points (early warning systems)
  • Avoiding wrong product exhanges
  • Spare part photos linked to each product code – easy reach through ASOS
  • Measuring all courses during process
[pdf-embedder url=”https://thepeerawards.com/wp-content/uploads/formidable/198/Arzum_addons5.pdf”]

Through this special created application, Arzum made a tremendous development in its after sales services. As well as reducing the product exchange rate, it has reduced the total budget by %30. In one year, the percentage of thanking to the brand rised by 7 points in the most important web site of nation, and became number 1 in the rankings. As a plus, service times and result points showed a significant improvement ;

www.sikayetvar.com     (thanking rate increased by 7 points and listed as number 1 brand people are happy with)

Arzum also started a new service approach by giving temporary devices (vacuum cleaner and iron) to its client during their repairment period.

 

Product exchange rates / costs comparison 2016-2017

2016
Jan. Feb. Mar. Apr. May June July Agu. Sept. Oct. Nov. Dec. Total
Product Exchange Cost (TL) 301.595 277.586 129.677 131.323 613.331 358.390 244.722 210.363 183.137 326.185 307.866 193.113 3.277.288
Product Exchange Cost / Net Sales 2,8% 1,5% 0,7% 0,5% 4,0% 3,1% 1,9% 1,3% 1,1% 1,6% 1,5% 0,9% 1,5%
2017
Jan. Feb. Mar. Apr. May June July Agu. Sept. Oct. Nov. Dec. Total
Product Exchange Cost (TL) 129.485 166.512 201.158 160.925 210.728 220.532 202.284 186.085 242.581 228.345 205.275 164.409 2.318.320
Product Exchange Cost / Net Sales 0,9% 0,8% 0,9% 0,5% 0,8% 1,5% 1,8% 0,8% 0,9% 0,9% 0,9% 0,6% 0,9%

 

Previously, repairing dates in all types of services were around 17 days. We aimed to shorten the days to 7 days but eventually, through this application we have decreased it to 4,65 days in average.

Our 2018 datas are showing 4,59 days in average at the moment. So from the start point, we may say we have exceeded our target and still developing.

We had a survey with real shadow customers on http://www.twentify.com/. The customers went to the services to have their Arzum products repaired.

In this survey, the answer of questions like “would you advise the brand and service” “ are you happy with the service you had”, are all positive and the positive rating on questions are  90% – 91%.

 

https://www.youtube.com/watch?v=6oJ-L_6rGyg&feature=youtu.be

 

 

Arzum SDA has established a new operation application for service points in order to increase its after service process & structure with the service points and to increase its customer satisfaction.

New service software (ASOS – http://www.arzumservis.com) ;

  • Product exchange rules according to Turkish law (no need to manual controls)
  • Service points performance system and rewards
  • Credit card payment system option for the service points who doesn’t have POS in their locations. So, customers can pay via this system.
  • One-click detailed reports
  • Daily automatic email reports sent by ASOS
  • Barcode based service forms given to the customers
  • Automatic SMS/emails for the service points (early warning systems)
  • Avoiding wrong product exhanges
  • Spare part photos linked to each product code – easy reach through ASOS
  • Measuring all courses during process

 

Others :

Fully integrated service software with Arzum ERP (Microsoft Axapta)

New IRIS defect codes

Repair status to measure all steps in the service points

Established central repair team in warehouse to solve the problems that can’t be solved in service points, special repairs and options for the customers who doesn’t have service points near them.

Defected spare part control unit (3rd party)

SMS for the customers (repair start, repair finished)

Online repair status tracking for the customers on Arzum official web page

Service invoice control system

Tracking for ordered spare parts / cargo for service points

Tracking for damaged, missing, wrong spare parts and automatic ordering to shorten delivery times

Spare part planning reports on ERP

Rules for the service data entrance to get correct data

Ability to manage different warranty years

Integration with the contact center

Trainings, technical documents, service bulletins on ASOS

Customer surveys to be callback –  monthly randomly selected by ASOS (part of the service performance)

Consignment products for the customers (iron and vacuum cleaner). Customers can take free consignment product while waiting for the repair of their product

Service points visual updates

Defects and defect rate analysis with related departments / one click reports on BI

FCR analysis for service points and contact center

Task management via ASOS for both after sales team and service points

New packing (branded) types for spare parts – genuine SP visuals

Service point spare part stocks control via ASOS

ASOS, CRM integration

Simplex IVR redesign

After this new approach and the ASOS application created by Arzum, 2017 was an outstanding year for the company. ASOS is announced to be very succesful and admired by the technical services. It became the best after sales services tool in small appliances sector in a short period.

Our “customer thanking rate” significantly increased. This application made us save  908.968 TL (~215.000 USD) by avoiding wrong product exhanges. Our Product Exchange Cost / Net Sales  decreased from > 1,5% to 0,9%.  Our repair time decreased to 4,68 days from around 17 days.

We hosted all our the technical services in a hotel for the first Workshop we held and we had the chance to talk to them our future targets face to face, and listened to their comments.

Besides, new service technology, new workflows, efficient processes, we, after sales service team, understand that happy customers* make us love our job more than anything else, so it triggers us keep on going with the new fresh ideas.  Technology is just the tool. It’s not about budget or how much you spent. Key point is believing as a team.

Maybe one of the reasons why we’ve been selected “Customer Service Team of the Year – bronze medal” in 2018. We’ll be the best after sales team in our sector, we continue to work hard and think customers all the time as we say them in our call center.  “so glad we have you”

 

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