Gyro uses simple technology to solve customer service issue as part of Industry 4.0
Gyro Plastics is one of the leading plastics engineering companies in NZ and made its first plastic moulded product in 1968, to become expert plastic manufacturers. They provide products to the infrastructure sector in New Zealand with a broad range of distribution pillars and cabinets as well as taking on custom design and manufacturing projects.
Gyro pride themselves on applying the same dedication and commitment to achieving the best result possible for custom products as they do with their own proprietary product. Since July 2016, Gyro have been operating out of their new premises in friendly Feilding, after moving from Wellington where they were based since the company’s inception.
Gyro were always committed to providing customers with a seamless and engaging end to end experience, but one area they identified as an opportunity for development was the way they interact with customers at the beginning of their engagement.
Potential customers could initiate contact in a variety of ways including phone calls, emails and web forms and their enquiries were managed by a small, busy team who often felt they had to supply information on the fly and did not do this first contact justice. The team were also mindful that quickly assessing the needs of the customer and directing them to the most appropriate place was important for both the customer and the business.
They had also experienced challenges around mobile reception when trying to contact staff working remotely who could have progressed calls. Gyro decided an additional mode of communication that allowed an immediate and dynamic exchange could solve some of these issues.
After reviewing the available options, a live chat function on the Gyro website stood and they agreed the chat application should be a simple plug and play integration with the functionality to support mobile use and chat requests with the most relevant person at Gyro.
To ensure customer enquiries weren’t lost or delayed, they also wanted the ability for all team members to be able to respond if required. They took a “Minimum Viable Product” approach to testing the concept and Drift was identified as a product that provided the required functionality, so they began building this into their website. While the app was being implemented, the team also worked on the internal processes needed to support this new method of communication including:
- Agreement on who would have access to utilise the application to respond to initial customer queries.
- Confirmation of the rules of engagement – what level of detail to go to regarding pricing and quotes etc before referring through more formal channels.
- Development of an informal set of questions that could be used at the start of the conversation to help gather the relevant information.
- Mapping the website pages to the people at Gyro who were most relevant to respond to live chat requests.
From identifying the need for an additional mode of communication through to having the identified solution live and available took less than a week and once implemented, the system proved to be a significant success with the majority of all initial contacts coming in via the live chat function on the Gyro website.
An unintended issue was that the chat function lead to a significant amount of work for the team providing direct support to potential customers that didn’t progress through to a full customer relationship. They recognised it was important to qualify the strong leads that were being generated so they could focus on the most relevant queries.
To do this they first developed a profile for their ideal customer and then mapped the characteristics of both target and off-target clients – this mapping included specifying flags to help categorise the queries and creating a set of questions to help guide the categorisation.
Embracing a culture of continuous improvement, the team have identified many further opportunities through leveraging the new ‘live chat’ functionality. One key enhancement identified is to implement an automated lead qualification process. This process will be developed utilising the rules and process flow created to help categorise their target and off-target customers and automatically divert them to the most appropriate value-added channel.
The team is also looking at creating more formal integration into their CRM (Customer Relationship Management) system.
- Improved accuracy of information being provided to potential customers around the Gyro offering.
- Having a documented record of the conversations between Gyro and potential customers.
- No longer needing to write customer conversations into emails following a call – saving time.
- Achieving a significant improvement in accuracy and reliability of data collected re. customer requirements.
- Having a clear structure to support the dynamic qualification of customer leads.
- More time spent working with strategically selected target customers and sectors.
- Technology can be leveraged quickly to release opportunities identified by the team.
- When implementing a new technology don’t forget to organise your internal processes to support its successful adoption.
- Remember to consider how the functionality of your current systems can be enhanced through easily accessible and available add-ons.
- Always think about where the generated data and information created by the new technology should be stored to allow maximum benefit (e.g. customer conversations recorded in CRM).
- Look for further opportunities for improvement when reviewing any unintended consequences and unexpected results – embrace a culture of continuous improvement and innovation around new technology.
About the site visits & Industry 4.0 The purpose of the Demonstration Network is to drive uptake of Industry 4.0 technologies among New Zealand manufacturers with the aim of increasing their productivity and global competitiveness. The Network of Site Visits (NSV) are part of the Industry 4.0 Demonstration Network, which also includes