Back to Case studyVeteran Dairy Service Operator Deploys Next Generation Contact Centre Services with Smartflo
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The organisation is one of the largest cooperative dairies in India. Since its inception in 1960, it has been helping farmers get a fair return for the milk they sell in the market. It also has a team of over 100 veterinary doctors who help farmers take proper care of their cattle and provide doorstep medical services.
To help farmers book veterinary services effortlessly, the dairy group planned on starting a call centre system with a single pilot number.
In building the contact centre, the team was not keen on deploying an elaborate physical infrastructure and decided to go in for a cloud-based setup. They chose Tata Tele Business Services (TTBS) for the implementation after getting acquainted with the benefits of our cloud communication suite Smartflo.
Business Challenges
Seamless communication was critical to the dairy’s veterinary department operations to align doctors’ tasks and arrange timely health check-ups of the cattle. It was also necessary to implement an organised system for booking farmers’ requests for different tests and inform them of test results
The teams had been using mobile phones to handle the queries. There was no associated software to monitor and record the calls for quality checks on associates’ responding abilities. Other challenges in this setup were:
- Missed or dropped calls could not be traced effectively. Farmers frequently heard only busy tones when trying to reach a number despite multiple attempts. Such issues led to poor customer experience.
- Call details were unavailable for analyses of the issues reported daily by farmers and performance reviews of teams handling the calls.
- Outbound calls had to be dialled manually, involving extra efforts and a wastage of time for associates.
The organisation needed an integrated system that would allow it to maintain detailed logs of calls received daily, basic information for the customers, and call recordings for quality analysis. It also wanted to automate the outbound calling via a systematic dialler.
Besides, the system had to be implemented at a national level for callers to book services and get queries resolved from any state in India. It was also expected to be future-ready with simple scaling.
TTBS Solution
To address the customer’s concerns with an intuitive cloud-based telephony solution, TTBS deployed Smartflo with 30 channels at 15 centres.
Smartflo gave the organisation a single contact number for each of its centres for farmers to connect with associates at their nearest centre. They could book appointments and get their queries answered.
- The calls could now be routed to different teams or individuals based on the nature of queries. Tracking every call became feasible. The numbers for unanswered calls in peak hours were stored to provide responses through the outbound campaign.
- With call detail records (CDRs) available from every centre, it was easier to check the total number of inbound and outbound calls handled by the team and measure their productivity. Smartflo’s web-based interface gave the information in a couple of clicks.
- Smartflo’s auto-diallers also enabled associates to expedite their outbound calling process for more efficient resolution of customers’ queries.
- The system’s integration with the CRM database helped teams access all customer-related details and check call history to provide better resolutions.
The organisation could now assess call quality effectively by monitoring calls in real-time and recording them. This helped to give more relevant feedback and tips to employees for improvement.
As a feature-rich contact centre with no burden of a detailed IT architecture, Smartflo appealed to the customer, and the team decided to scale the model and bring more segments under its umbrella.
Benefits
- Smartflo: Better customer experience with quicker responses to queries and service booking
- Improved efficiency of associates in outbound campaigns managed via auto-diallers
- Real-time call quality and performance monitoring at each centre
- Location-independent contact centre involving no physical infrastructure
- More transparency in measuring productivity with centre-wise records of inbound and outbound calls
- Ease of scalability to accommodate future requirements
- Higher resolution rate through callbacks on missed calls
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As a cloud communication suite, Smartflo had inbuilt features for call management and a customisable IVR to route calls as required. It could also be integrated with CRM, enabling faster and more efficient responses to callers’ concerns and registrations of service bookings.
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