In the last 120 years, Goodyear has grown into one of the world’s largest tyre companies. Including their well known Australian retailer Beaurepaires, they have 250+ store locations, and their franchise program Goodyear Autocare has over 140 locations. They employ 1,400 staff across Australia and New Zealand and sell world-leading tyre brands Goodyear and Dunlop.
In addition, the employee experience was frustrating as call centre staff were having to pivot between five or more systems for every customer engagement. To the customer, the call might last just a few minutes, but the wrap up time for call centre staff was almost as long as the call itself, with data being manually copied between each system.
Goodyear also lacked the ability to direct incoming calls to the correct areas of the business, either through to the call centre itself or directly to store locations.
This solution would manage all customer information from one location with an integrated call system that could manage call flow. In addition, a booking wizard was implemented to reduce call time and deliver a more than improved customer AND employee experience.
Each system was mission critical in the process of booking customers in for tyre check and changes, with one system holding information on stock levels and another details of service availability and so on. For solution to provide a singular view of a customer, Salesforce needed
to integrate with each external system to push and pull information and ensure a consolidated view on customer information in one place.
A high level project coordination combined with Salesforce expertise ensured successful execution. In the initial stages of implementation, the data was only fed one way into Salesforce but by completion of the project, full integration between many of the platforms was achieved, with data streams being updated both ways.
A knowledge library was established to help staff as they assisted customers, as well as giving them the ability to share this information by email directly to the customer. This provided the crucial foundations on which the next phases of the project could rest.
This initial phase also saw Natterbox set up to manage calls for one store as a pilot.
Once the pilot proved successful, Natterbox was gradually rolled out to more stores, with call routing introduced so that customers could be connected to the correct location depending on their needs. While this provided an immediate uplift for call centre staff, there was still a long way to go with the two most significant improvements yet to come.
All data streams in and out of Salesforce were automated with systems received and dispatched accurate real-time information. This relieves staff of time consuming data entry processes.
These integrations now pull in critical information such as vehicle information, stock availability, service booking calendar, customer details, and so on. Call centre staff now rely solely on Salesforce to support their customers.
This offers an on screen guide taking call centre staff through a call,
making sure all correct steps are taken and all information required for a successful booking experience is captured.
The agent is provided with Intuitive information to support the customers call such as closest store locations, products, upsell opportunities and calendar availability for booking in their vehicle.
This has been a direct result of:
Combined, these three aspects have increased internal efficiency, delivered a better employee and customer experience, and ensured that Goodyear can continue to deliver the customer experience that is so much part of their ethos.
Email to case
Web to case
Case auto assignment
Call routing architecture
(displaying customer details when incoming call)
(make calls directly within Salesforce)