Touch 'n Go accelerates CX and operational efficiency with Sprinklr Service
The Challenge
When Malaysia-based Touch ‘n Go first began operations in the late 1990s, the financial technology company didn’t just enable quick transactions at highway tollbooths. It sparked a technological revolution that changed the way the country operates. What began as commuter convenience quickly grew into a fintech solution that has become an indispensable part of life for millions of users across Malaysia. Solutions like NFC-enabled Touch 'n Go cards, the Touch 'n Go eWallet, and GO+ services are a testament to the fact that the company keeps customers at the heart of its innovations.
But Touch 'n Go also keeps innovation at the heart of its customer service. As traditional customer service shifts to omnichannel contact centers powered by AI, company leadership wants to ensure Touch 'n Go remains at the forefront of these advancements. So, in 2021, they hired Chief Customer Experience Officer Farop Sharif, whose goal is to transform Touch 'n Go’s customer experience (CX) landscape and increase customer satisfaction.
“Touch 'n Go is known for providing a seamless customer experience. It’s always been at the core of who we are,” says Sharif. “And that’s because we know that a business thrives when it places its customers at the core of its operations.”
Sharif looked for a digital solution that would help with four main objectives:
- Deploy customer-centric omnichannel journeys leveraging an omnichannel customer support solution, including voice, email, social, live chat and chatbot
- Personalize the customer journey at all points in the funnel
- Improve agent productivity and drive self-service among customers, to ultimately increase revenue and cut costs
The Solution
Touch 'n Go partnered implemented Sprinklr’s unified customer experience management (Unified-CXM) platform to transform the customer experience with a sharp focus on customer centricity. Sprinklr replaced multiple point solutions, which not only helped to cut costs, but streamlined operations onto one platform to provide a single source of truth.
Revamping internal infrastructure and operations
To enhance the customer experience, Touch 'n Go first implemented a few changes in the way it operates. The customer experience and operations teams merged to create one customer journey team that manages the experiences from end-to-end. Now, contact centers, office branches, and operations are housed under User Experience.
“We made a big shift away from being policy- and process-driven and instead implemented a strategic approach to decision-making,” explains Sharif, whose teams now view everything they do through a CX lens.
Next, Touch 'n Go changed its customer service hours from the standard 9-to-5 to a 12-hour shift that starts at 8:00 a.m. and ends at 8:00 p.m. This extended duration enables customers to connect with customer service agents more easily and at times that are convenient for them. The company also added regularly moderated channels, like social media and chat services, for customers to connect easily with service agents. Finally, it gave customers access to information 24/7 through its online chat functions and help center resources.
To complement these operational changes, Touch 'n Go also updated its fee structure. Previously, customers who required service offline were charged a fee. Today, the offline service fee has been abolished, and customer service is free regardless of the channel on which the customer has connected with an agent.
Empowering agents with AI-powered Sprinklr Service
After implementing some internal changes, Touch 'n Go was ready to roll out Sprinklr Service — providing customer service by voice, email, social, live chat and chatbot. With live chat, agents now deliver prompt customer service and can resolve complaints in their first interactions with customers, both on the website and in mobile applications. With this enabled, Touch ‘n Go can rely on Sprinklr’s governance, compliance, security and reporting all on one unified platform.
Sprinklr’s workflow ticketing system and complete access to customer context has helped improve contact center operations as well, empowering the Touch ‘n Go agents to better serve customers across all channels. AI Agent Assist features, like Smart Responses and knowledge article recommendations, appear automatically on agent screens for easy access. This enables agents to respond to customers more quickly without toggling between screens and apps. This reduces customer wait time and case resolution time – enabling agents to help more customers more quickly without increasing costs.
The Outcome
Under Sharif’s leadership, the company has executed a digital transformation across all customer touchpoints, creating a unified experience that prioritizes customers' needs while increasing operational efficiency.
Empowering Touch ‘n Go to better serve its customers across traditional and digital channels, has helped increase the company’s live chat customer satisfaction (CSAT) score to 4.51 out of 5. In addition to the increase in its CSAT score, from January to August 2022, Touch ‘n Go achieved the following with Sprinklr Service:
- 105K+ cases were handled by agents on live chat and social, showing that customers increasingly prefer reaching out via digital channels.
- 274K+ cases were resolved by chatbot and without human intervention, freeing up agents to focus on the more complex cases that require a human touch.
- Touch 'n Go was able to handle the increase in customer query volume without making additional hires, saving the cost equivalent to 5.35 full time employees.