Unique and integrated vision is the premise to continue placing the customer as a fundamental focus of one of the main Brazilian companies of road transport of passengers and cargo
For a year now, the JCA Group, formed by major brands of road passenger, cargo and tourism transportation (Auto Viação 1001, Auto Viação Catarinense, Viação Cometa, Buslog, Opção Turismo e Fretamento, Rápido Ribeirão, Renovebus) has been using technologies and solutions from Salesforce to support its strategy, which keeps customers as business players in the digital transformation. During this period, the Group has already registered 1 million calls with efficiency. "Today, customer service is faster and the prospect is that the average service time will go even further back, as the telephone system is integrated with Salesforce", highlights Rodrigo Trevizan, Executive Director of Marketing, Digital and Strategic Planning of the Group JCA.
In order to support this customer-oriented and focused action, the holding company searched the market for technologies capable of delivering a complete view of the operations, sales and new businesses of all the companies in the group, with well-structured data and insights to improve the relationship with customers.
With support from [kolekto], an integrator and partner certified by Salesforce, the JCA Group adopted the Salesforce Lightning Platform, responsible for unifying the customer database across the company, and the Salesforce Service Cloud, focused on strengthening service at points of contact with customers, mainly in the telephone service. The solutions were implemented in the Sales Center and the SAC of the passenger transport unit of the holding company, in the commercial team of Renovebus (the vehicle sales company of the group), in the Buslog Service Center and in the commercial and operational teams of the Chartering Option and Tourism.
The process of adopting solutions and integrating data was completed in August 2018 and quickly brought positive changes for the JCA Group. “The Service Cloud gave teams a complete view of customers and their requests across all channels, and the easy-to-view control panel helped services to be more agile, qualified and personalized, which guaranteed us a great performance gain. compared to the system used previously, ”explains Trevizan.
According to Rodrigo, effective change management, to enable a smooth transition, and the ease of use of Salesforce solutions contributed to more efficient customer service. "After the implementation on a Saturday, on Monday we had a peak of more than 4 thousand cases treated. Today, a year after the launch, we already have more than 1 million cases registered in the tool", points out the executive.
The internal workflow has also been improved, as BackOffice teams now have more visibility into digitized processes and greater speed in meeting requests and supporting teams. “Now we have an indicator that shows the time that has elapsed since the first contact with the customer, going through all the sectors triggered and ending with the resolution of the request. In this way, we were able to identify possible bottlenecks in the operation, understand at what stage we are wasting time and how we can improve the workflow ”, celebrates Rodrigo. According to the executive, the complaints handling process has been considerably improved by this integration and the addressing to the resolving areas, establishing goals, indicators, alerts and identification of those responsible for the cases. With these features, it became much more practical to survey opportunities and, consequently, more agility in responding to customers.
According to the State of the Connected Customer study, conducted by Salesforce, 80% of customers say that the experience offered by a brand is as important as the quality of the products and services it offers. “It is important to create an organizational culture with the customer at the center of the company, and to adopt solutions that help the company to understand and serve its public, according to their expectations. And the JCA Group takes an important step in this direction, with a strategy to improve the relationship and the experience of its customers ”, says Renato Brisola, vice president of sales at Salesforce for Brazil.
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