NEW DELHI, India — Ford India has launched a Lead Management Centre (LMC), with a view to delivering a richer experience for customers, and potential new members of the Ford family.
The Lead Management Center will handle a host of activities – inbound chat and email for sales, an inbound toll-free call centre for sales, outbound calls to prospective customers, and will even make welcome and anniversary calls to existing Ford customers. Ford is the first automobile company in India to launch chat functionality on its website.
“The Lead Management Centre is driven by the changing consumer behavior, wherein they are connecting with a brand through different mediums (email, chat, phone etc). They expect an almost-real-time response to their enquiry and expect brands to deliver a customised experience each time,” said Anurag Mehrotra, vice president, Marketing, Ford India. “Drawing from lessons learnt from the service/hospitality industry, we have ensured that the new LMC has a lot of automation and technology intervention to ensure not only a faster response time, but also a richer customer experience”.
The new LMC is a 35 seat call-centre, and has the capability to respond to a prospective customer within 60 minutes of them filing a form on any digital platform. This is against an earlier average time to respond of 36 hours.
If the potential new customer cannot be reached after nine attempts, an SMS will be sent to themrequesting that they call back at the inbound call-centre. In addition, within three minutes of speaking to a potential buyer, they will receive an SMS with the address and telephone numbers of the nearest dealership, while their details will be shares with the dealer.
Ford India has also introduced a chat feature on its website to make the browsing experience more interactive As the customer starts browsing, a live chat window opens up with an agent asking ‘May I help you?’
“Only 6 percent of people visiting our website fill out a Test Drive Request form. We were losing 94 percent of the visitors. To provide yet another opportunity for people to engage with us, the chat functionality has been introduced,” said Mehrotra.
The staff at the LMC is carefully selected and intensely trained over 17 days
“I personally look at the selection and training process to see we get the right talent because it is these agents who are the first interface for the brand and should reflect our brand promise – Go Further – in a compelling manner,” said Amit Aneja, Ford India’s manager for Retail marketing and CRM.
Call agents at work at the Lead Management Centre.
Piparsania takes a tour of the Lead Management Centre with senior Ford executives.