150-Year-Old Shipping Giant Leverages Dynamics 365 Customer Voice for Customer Satisfaction
A 150-year-old US-based shipping company modernized its customer feedback process with Microsoft Dynamics 365 Customer Voice, integrating it with their existing Dynamics 365 Sales (CRM) application to enhance efficiency, understand customer concerns better, and improve satisfaction and loyalty.
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For over 150 years, a leading US-based shipping company has navigated the ever-changing seas of global commerce. However, their customer feedback collection process remained anchored in the past, lacking the efficiency and insights needed to optimize customer satisfaction. This case study explores how the company leveraged Microsoft Dynamics 365 Customer Voice to embark on a journey of improved customer experience, ensuring smoother sailing for both customers and the company itself.
The company sought a solution to:
- Modernize Customer Feedback Collection: Move beyond outdated methods and capture valuable customer feedback through an efficient, user-friendly platform.
- Gain Deeper Customer Insights: Go beyond basic feedback to gain a comprehensive understanding of customer needs, satisfaction levels, and pain points.
- Drive Data-Driven Decisions: Leverage customer feedback data to identify areas for improvement and prioritize strategic initiatives to enhance customer experience.
- Improve Customer Satisfaction: Proactively address customer concerns and ensure swift resolution of issues, leading to higher satisfaction and loyalty.
- Increase Operational Efficiency: Streamline customer feedback management processes to optimize resource allocation and reduce administrative overhead.
Microsoft Dynamics 365 Customer Voice provided the company with a comprehensive suite of tools to address their challenges and navigate towards a more customer-centric approach:
- Customer Surveys: D365 Customer Voice enabled the creation of targeted surveys tailored to specific customer segments and interaction points. These surveys captured valuable feedback on various aspects of the shipping experience, allowing the company to gather in-depth insights.
- Maintain a History of Surveys Sent: The platform provided a centralized repository for all survey activities. The company could easily track the dates and times surveys were sent, along with completion rates, providing valuable data for analysis.
- On-Demand Reports with Charts: D365 Customer Voice offered comprehensive reporting functionalities that transformed raw survey data into actionable insights. The company could generate reports with charts on demand, visualizing overall survey results, responses by individual questions, totals, and percentages. This provided a clear picture of customer sentiment and areas requiring attention.
Zelite Solutions, a Microsoft partner, collaborated with the company to implement D365 Customer Voice. The process involved:
- Needs Assessment and Solution Design: Zelite Solutions worked closely with the company to understand their specific customer feedback requirements and design a customized solution using D365 Customer Voice functionalities.
- Integration with Dynamics 365 Sales (CRM): Seamless integration ensured that customer data flowed effortlessly between D365 Customer Voice and the existing CRM system, facilitating efficient case management and complaint tracking.
- Survey Design and Branding: User-friendly surveys were created with clear instructions and aligned with the company’s branding guidelines. This ensured a professional presentation and a positive customer experience during survey completion.
Powerful workflow automation capabilities within D365 Customer Voice were configured to streamline critical processes:
- Automated Case Creation: If a survey’s average score dipped below a predefined threshold (e.g., 3), a case was automatically generated within Dynamics 365 CRM. This ensured that critical customer concerns received prompt attention from the Sales or General Manager (GM).
- Task Assignment: Associated with each automatically generated case, a task was created within CRM and assigned to the appropriate Sales representative or GM. This facilitated clear ownership and ensured timely action on customer issues.
D365 Customer Voice facilitated sending personalized email notifications to customers, inviting them to participate in the surveys. These emails included:
- Clear Subject Line: The subject line clearly communicated the purpose of the email and encouraged recipient participation.
- Professional Branding: The email content adhered to the company’s branding guidelines, fostering trust and brand recognition.
- Survey Link: A secure link was embedded within the email, allowing customers to conveniently access and complete the survey.
By implementing Microsoft Dynamics 365 Customer Voice, the 150-year-old shipping company achieved significant improvements in customer feedback collection, customer satisfaction, and operational efficiency:
- Improved Customer Feedback Collection: D365 Customer Voice streamlined the feedback process, leading to a significant increase in customer participation and richer customer insights. Customers had a convenient and user-friendly platform to share their experiences.
- Deeper Customer Understanding: Actionable reports revealed valuable insights into customer satisfaction levels, specific pain points across different touchpoints of the shipping experience, and areas for improvement. This data empowered the company to prioritize customer needs and develop targeted strategies for enhancing customer satisfaction.
- Data-Driven Decision Making: Data-centric insights empowered the company to prioritize customer needs and implement targeted improvements. They could identify trends, analyze root causes of customer dissatisfaction, and make data-driven decisions to optimize processes and service offerings.
- Enhanced Customer Satisfaction: Proactive case creation for low-scoring surveys ensured timely resolution of customer concerns, fostering greater satisfaction and loyalty. The company could demonstrate a commitment to customer service excellence by addressing issues swiftly and efficiently.
- Increased Operational Efficiency: Automated workflows and centralized reporting streamlined customer feedback management processes. This reduced administrative overhead and allowed the company to allocate resources more effectively towards customer experience improvement initiatives.
The implementation of Microsoft Dynamics 365 Customer Voice proved to be a game-changer for the 150-year-old shipping company. They successfully modernized their customer feedback collection process, gained deeper customer insights, and made data-driven decisions to enhance customer satisfaction. This has resulted in a smoother sailing experience not just for their cargo, but also for their customer relationships, ensuring a successful voyage well into the future.
The shipping company's successful implementation of Microsoft Dynamics 365 Customer Voice serves as a prime example of how a traditional business can leverage technology to embrace a more customer-centric approach. By utilizing D365 Customer Voice's functionalities, the company can continuously gather valuable customer feedback, prioritize customer needs, and chart a course for long-term success in the ever-evolving shipping industry.
This case study demonstrates the power of technology to bridge the gap between tradition and innovation, enabling businesses to navigate towards a future of exceptional customer experiences.
