Response-to-Resolution Enhancement in Customer Experience & Online reputation management:
Hindustan Petroleum Corporation Limited is one of India’s largest energy companies serving more than 20 million+ customers each day across 21000+ Retail outlets and 90 million+ LPG consumer base.
HPCL is proud to announce a significant improvement in its customer service experience (CX) through an innovative response-to-resolution process.
Objective: Streamlining HPCL’s Customer Experience (CX) on digital and social media
As per Executive Director – Public Relations & Corporate Communications and CSR, Shri Rajeev Goel: the objective of this initiative was clear: “Streamline the response-to-resolution process for customer service requests related to LPG and Retail Outlets especially those coming via social media and email”.
HPCL serves its millions of customers via various Touch Points across the country each day. Customers frequently reach out through various channels, including email and social media platforms such as Facebook and others.
While responding to these requests is centralized, the actual resolution requires coordination with thousands of field officers and offices spread across the length and breadth of the country. This posed a significant challenge as faster resolution was imperative to enhance the overall customer experience.
The Challenge: Coordinating Resolution of inbound customer service requests
The challenge for HPCL was to bridge the gap between customer service response and resolution. In an era where customers expect immediate solutions to their problems especially when they post them on social platforms, the existing process needed a radical transformation. The existing process flow between the social media teams and Field Officers & teams lacked the speed and visibility to meet these rising expectations.
Responding promptly to service requests was only the first step; ensuring that the issues were resolved swiftly was equally crucial.
The Solution: QuickMetrix and Microsoft Dynamics 365 Integration
HPCL sought a cutting-edge solution for faster response and resolution, thus better Customer Experience (CX), and deployed QuickMetrix, the leading ORM (Online Reputation Management tools) and Customer Experience (CX) platform.
Working with the HPCL team, QuickMetrix recommended a two-way integration with Microsoft Dynamics 365, HPCL’s CRM to extend the service requests to the respective HPCL field officer mapped in the CRM for a quick resolution. This resulted in a seamless process that not only accelerated issue resolution but also enhanced CX significantly.
Here’s how the innovative solution works:
1. Inbound Requests Centralization: Service requests from HPCL customers received through email and social media platforms are now collated and managed on QuickMetrix, the leading ORM (Online Reputation Management) and Customer Experience (CX) platform deployed by HPCL. These requests are tended to by a team of dedicated Customer Service Representatives in a centralized function.
2. Ticket Creation and Routing: When a customer service representative receives a service request on QuickMetrix, they interact with the customers to get the details needed by the HPCL field officers. This action seamlessly generates a ticket in the HPCL Customer Relationship Management (CRM) system, Microsoft Dynamics 365. The ticket is then intelligently routed to the appropriate Field Officer or office via the Dynamics 365 app.
3. Efficient Resolution: Once the ticket reaches the designated Field Officers, they take action to resolve the issue. When the ticket is successfully closed by the Field Officer, Dynamics 365 immediately updates QuickMetrix. This real-time information update enables the Customer Service Representatives to promptly update the customer regarding the resolution status.
4. Continuous Monitoring and Analysis: The central team at HPCL now has an efficient system for monitoring tickets and intervening in cases of aging tickets. They can analyze tickets that take longer to resolve to identify root causes and explore measures for quicker resolution. Additionally, streamlined reports provide insights for continuous improvement.
The Benefits: Transforming CX with online reputation management tools
This customized solution of integrating QuickMetrix with Microsoft Dynamics 365 has delivered remarkable results. HPCL has witnessed a significant reduction in resolution times, resulting in a vastly improved customer experience.
1. For the LPG business, resolution time has decreased by an impressive 59%.
2. In the case of Retail Outlets, the reduction in resolution time is even more remarkable, with an astounding 85% improvement
3. The Central team invests time in reviewing and improvement based on the reports from QuickMetrix, rather than the erstwhile manual follow up with Field Officers.
