Client
Kia Motors (UK) Ltd
Business type
Automotive manufacturer
Business area
Multi-channel customer service
We helped Kia to identify a new long-term partner and worked closely with them to ensure the handover between outsourced partners went smoothly, this included on our advice, the extension of the previous incumbent’s contract by 3 months. We continue to provide support to Kia, as required, via our partnership development programme.
Client challenge & requirements
Kia has for many years outsourced its consumer customer service function. In 2019, when a three and a half year contract was coming to an end with an outsource partner, they decided to review the market and potentially appoint a new UK-based partner, with a plan to go live on or around the contract expiry date. The incumbent, a UK-based organisation, was delivering a solution with around 20 advisors plus administration and management support. Additionally, they managed a point of contact located at Kia’s head office. Kia was experiencing several challenges including:
- Channels were limited – restricted to voice and email
- Advisor attrition levels were high – impacting service delivery
- Customer insight was limited
- The partnership was operational rather than strategic
Objectives
Kia tasked Contact Centre Panel with identifying UK-based customer service outsourcers. Having automotive experience was not a prerequisite, however exceptional, retained advisors, supported by proactive strategically focused management was.
Kia’s primary channels were inbound and outbound voice and email. These accounted for about 90% of their volume. There was no chat and limited social interaction. They were keen to explore other relevant communication channels, to aid the delivery of exceptional customer service rather than to reduce costs.
In summary, Kia was looking for:
- Dedicated full-time advisors
- Operational hours between 8.30-19.00 – Monday to Friday
- Saturday coverage – not Sundays or Bank holidays.
- UK based provider
- Operationally exceptional and able to provide strategic support
Solution
Previously the key stakeholders within Kia had worked via their procurement department, which adopted a very formal and hands-off sourcing approach delivered via RFI and RFP. We adopted similar scrutiny but used a slightly different format. Our approach aimed to engage Kia with all potential partners from the outset, giving the outsourcers a clear understanding of the requirement and developing controlled but structured and informative dialogue. This results in the appropriate outsourcers delivering highly informed responses, reducing the scope for error and helping Kia make the right decision.
The result
We helped Kia to identify a new long-term partner and worked closely with them to ensure the handover between outsourced partners went smoothly, this included on our advice, the extension of the previous incumbent’s contract by 3 months. We continue to provide support to Kia, as required, via our partnership development programme.
Outcome
From our extensive outsource partner network, we identified a range of potential partners who were able to precisely deliver against Kia’s specific requirements.
Contact Centre Panel worked with Kia to deliver a rigorous and structured process that engaged with the outsourcers, allowing them to understand the requirement and provide a detailed response.
We equipped Kia with the right tools to enable them to make an informed decision and they selected a new partner that fulfilled their exact brief.
