Moving to RingCentral RingEX had an immediate positive impact on Aurora’s customer service team, and on internal communications and greater visibility across the business. However, the longer-term goal was to incorporate greater capability into the platform. Response times and connecting with the customer are critical operating factors due to the highly competitive nature of the industry in which Aurora operates and the concrete products it supplies.
Aurora needs to ensure a positive customer experience at all times. One of the major concerns was managing call volumes at peak times with a small customer service team, so Aurora integrated RingCentral
Contact Centre into the RingEX platform to provide an unlimited call queue, automatic callback, call recording and advanced analytics for Aurora’s customer service team.
With many of Aurora’s customers out on site on their mobiles, busy with other tasks and supervising the safety of workers, waiting on hold isn’t always the most efficient or safest option. Aurora used the analytics from the system to optimise the customer experience.
“We have an innate understanding of our average abandon time from RingCentral Reports, so we give callers the option for a callback before this marker to make sure that we still get that customer engagement. We get about a 50% uptake of our callback offer – it’s been a game-changer for us,” said Cartwright.
Aurora is also using RingCentral Contact Centre’s call recording capabilities for agent training and quality assurance. “It’s very easy. I can pull up information on calls and listen to one at the click of a button,” said Cartwright.
By having both unified communications and contact centre on one platform, the customer service team stays in constant contact via RingCentral’s Team Messaging App with Aurora’s concrete batch huts (the facilities where various ingredients are mixed to create concrete then loaded into agitator trucks). That ensures order details can be shared quickly and accurately without tying up the agent’s time on another call. It also ensures there are no delays in confirming deliveries.
“We can send a message, ‘Job number X has been paid for, so now you're good to load it.’ It cuts out all of the unnecessary time we would have spent on the phone,” said Cartwright.
While Aurora is using RingCentral’s analytics for agent training and to measure contact centre KPIs, it’s also providing great insights into customer behaviour.
“It's a good way for us to understand our repeat customers and build on those relationships. We can also see if particular customers are modifying their bookings consistently. If we identify a pattern of behaviour, it’s something we can go back to our sales team to act on using quantifiable data,” said Cartwright.
“Concrete is an expensive product to produce, has a short shelf-life and is often produced to a specific specification for a specific customer. The data gathered by the RingCentral system allows Aurora to look at customer trends, customer outcomes and customer feedback; in-turn this allows Aurora to reduce plant production idle time and returned or waste concrete, and improve truck utilisation.”
