With its new web-based call center system from E.piphany Inc., Mazda North American Operations can better organize call logs and product research by customers rather than by products and provide more personalized service, the automaker says.
Mazda is handling about 300 calls per day through its E.piphany E.6 CRM software suite, says Bill Hughes, marketing systems manager for Mazda North American Operations. Mazda installed and implemented the E.piphany system in September with systems integrator eForce Inc.
The web-based system, which has replaced a mainframe system, enables customer service reps to log customer call information into a browser-based CRM application. Under the mainframe system, customer logs were organized by the identification number of the Mazda product related to customers’ calls. But the web-based system, built with Java 2 Enterprise Edition architecture, is designed to organize call logs by customer identification, allowing customer service reps to view log histories of each customer to provide better overall service, Hughes says.
“We would previously know that Mr. Smith was the owner of a Mazda Miata with vehicle identification number 12345, but we wouldn’t know that he also owns an RX-8,” Hughes says. “Now we can deal with the person and understand her better and make more helpful suggestions.” Customer service agents also use the new system to research product information with a web browser, providing for quicker retrieval of information, he adds.
The E.piphany system also interfaces with an in-house e-mail system to let customer service agents forward comments regarding customers’ concerns to the appropriate dealer among Mazda’s 700 dealers in North America, including suggestions on how to best service their cars, Hughes says. “We can help improve the communications between customers and dealers,” he adds.
Hughes notes that eForce and Mazda’s IT staff trained customer sales reps over the course of about two weeks on how to use the new system.
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