The Challenge and Goals
Working with Positec’s multiple locations, Europe, China and USA, has allowed Impresoft Engage to come into contact with a global entity engaged in very complex and diverse markets.
One of the company's main needs was to be able to standardize processes that were not aligned globally, in addition to educating and training people in multiple locations. The company needed to standardize how activities are being measured.
The project was also focused in particular on making the customer service more effective and efficient, consequently increasing user satisfaction.
In Europe, the Worx brand’s flagship product is Landroid, an app-controlled robotic lawn mower for automated lawn maintenance. The robot can also be integrated with high-performance, technologically advanced expansion modules having specific features (voice control, anti-collision, Find My Landroid, etc.).
The complexity of the company’s flagship product and the fact that Landroid is bought and used mainly during a short period of the year (from spring to the end of summer) put a great deal of pressure on Worx’s customer service, which had to manage a significant workload in just a few months and provide specialized assistance in an area involving a very steep initial learning curve. Moreover, customer service had to be provided throughout Europe, in multiple languages, and in very diverse markets. The challenge was made even more demanding by the need to manage multi-channel communications, with customers requesting assistance online, directly from the company, or offline, from the dealer.
Given the complexity of the situation, it was immediately clear that Worx's customer service needed a technological tool that would enable it to become more efficient and to monitor its operational processes more accurately. Also, new staff training had to be implemented and the various teams operating in different states had to be aligned so as to standardize customer service, and facilitate the transition to a more advanced system.
The transition was also possible thanks to Karol Hawryszkiewicz who, as Positec Group’s Customer Experience Manager, widely dedicated himself to defining standard procedures and implementing new processes.
The Solution
Impresoft Engage’s project enabled the company to improve its customer service through the implementation of a platform capable of collecting and sorting different information and constantly measuring the effectiveness of responses provided to users. Through standardized customer service processes, it was also possible to standardize the operating methods adopted in the various European sites, bringing the various work teams into alignment and increasing overall efficiency.
Work with the foreign teams did not stop at implementing the HubSpot platform, transforming it into a multi-year growth program instead: on a weekly basis, the various work groups could contact Impresoft Engage for support or to discuss proposals, including creation of standard KPIs and dashboards for continuous improvement.
In this ongoing collaboration, the perpetual refinement of the project has been seamlessly orchestrated, owing much of its success to the contribution of Guido Lanaro, Head of Digital Transformation at Positec Group.
Key Points
Impresoft Engage’s collaboration with Positec-Worx began by analyzing the company organization and Customer Service’s operating methods in different European states, so as to map operational processes and identify strengths and weaknesses. To complete the initial analysis phase, the collaboration started with an internal team comprising representatives of the marketing and customer service departments in Italy and abroad. With their help, Impresoft Engage’s team studied the company’s operating methods in detail, identifying processes to be optimized and defining the most suitable tools to achieve the expected results.
After the analysis phase, the HubSpot CRM Suite has been implemented. This tool enabled the digitalization of customer service activities, providing concrete support to the customer service team, especially during peak season, and improving the end customer’s experience.
Having analyzed the processes and defined the technology to be implemented, we moved on to the operational phase: a vast amount of content and material provided by Customer Service has been mapped and the questions and service requests received in the previous months have been studied in detail. This allowed Impresoft Engage to identify a number of major issues and understand which processes could be automated.
The HubSpot CRM Suite integrates with the customer's IoT platform. In this way, agreeing with the legal team, it was easy to import data relating to thousands of products, customer records and service tickets opened by Customer Service, providing the latter with an agile tool capable of helping the company to identify customers’ problems concretely.
To further improve customer service, Impresoft Engage set up a HubSpot conversation inbox in which all customer requests could converge, regardless of the channel (Facebook page, restricted area of the Worx website, app, email, etc.) or country of origin. To manage these requests, an efficient system for managing individual service tickets has been set up, while Impresoft Engage’s team was also working on the implementation of a system used to monitor customer satisfaction based on three different surveys (to assess satisfaction with the product itself, satisfaction with the service provided by Customer Service, and the customer loyalty index).
While working on these customer service improvements, Impresoft Engage also collaborated with the marketing department to implement an inbound marketing path and expand the company’s knowledge base. Potentially interesting content for the end user was compiled, based on Customer Service’s most frequently asked questions, and a series of SEO-optimized themed articles was produced. Additionally, a multilingual web platform was created – hosted on a subdomain of the main Worx website – where a large amount of useful material, such as videos, manuals, tutorials, and infographics, was collected and made available to users. In this manner, the means of solving certain specific problems on their own were provided to users, resulting in an increase in their level of satisfaction and a decrease in the workload of Customer Service. Subsequently, certain marketing automation activities were implemented through integration with the customer's IoT platform to facilitate cross- and up-selling of products and/or extension modules.
Finally, a feedback and statistics monitoring system was implemented, with the goal of achieving continuous improvement. Through this tool, information on the content and outcome of tickets opened by Customer Service and on the use of the knowledge base can be collected by the company. This information is utilized to further expand the content offering and make automatisms more efficient, in addition to scheduling employee training.
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