Reacting Fast to Changing Business Requirements
In 2020, the business accelerated project timelines to quickly equip customer service agents to work from home. Collinson acted swiftly to migrate 120 phone lines to Amazon Connect in 2–3 weeks, including training time for call center agents. It had originally estimated the migration would take months.
The next surprise came in fall 2020. Collinson had just begun a pilot with Freshworks to roll out its Freshdesk omnichannel solution including Amazon Connect calls, email, and
on social media. But disruption in the travel industry prompted a new business requirement for Collinson to begin offering COVID-19 testing facilities at partner airports. This was a new line of business with constantly changing information and guidelines, which required customer service support from agents working from home.
With the support of Freshworks, Collinson leveraged the expertise of its medical assistance division to introduce airport testing and had facilities up and running in three weeks. Speaking about the quick deployment, Sacha Puffett, global customer service director at Collinson, says, "The project manager and technical subject matter expert from Freshworks’ onboarding team were very supportive of our changing needs. Thanks to their guidance, we were able to launch the first iteration of Freshdesk in just three weeks, which was amazing."
Its system now handles 1,200 testing-related chats per day across 13 testing sites in the US, the UK, and the Asia-Pacific region. When new travel guidelines are released, the system can serve spikes of up to 45 percent in customer service traffic. “We’re able to move a lot more swiftly to adapt to new demands and propositions with Freshworks and AWS,” says Puffett.
Gaining a Unified View of the Customer, with Enhanced Automation
As part of its contact center transformation, Collinson introduced bots and automation into its communications. The business now has 120 automations running in Freshdesk, such as workflows to ensure each customer gets the right response in the right language. Agent productivity has improved as a result and responses can be audited for quality control.
The Freshdesk ticketing dashboard also helps Collinson to better track customer interactions across channels. Agents can view metrics on contact resolution, total time to service, and subject matter of inquiries. The company can register if a particular subject keeps arising in communications and then proactively distribute more content on the subject through its marketing channels.
“The Freshdesk implementation not only has helped bring out new channels but has also associated communications in a more omnichannel way. We have a unified view of the customer in real time, so we can see any trends emerging and mitigate those quickly. It’s a win-win situation that’s more efficient for both the customer and us,” Puffett says.
Collinson has also introduced a dynamic feedback channel for customers as part of the Freshworks implementation, allowing customers to give a star rating after each interaction with the company. Previously, customers could only express their opinions during targeted feedback campaigns.
Shortening the Development Cycle from Weeks to Days
The efficiency gains for Collinson have extended beyond the agent population to the company’s technical teams. Without a large team of IT resources, Collinson frequently relied on third-party vendors or developers to assist with system enhancements and new features. With the Freshdesk feature suite and the
Freshworks Neo platform’s marketplace
, in-house teams can experiment with new apps to solve their challenges and implement solutions independently.
“Freshworks gave us a flexibility we didn’t have before, so we often don’t need to engage an external developer at all. The whole development process now takes days rather than weeks,” says Chris Barrow, solutions architect at Collinson. In one example, the group tested four signature management applications on the marketplace before deciding on one that best fit its business model. “We were able to quickly evaluate each application and fail fast before trying the next one, without additional development time or resources required,” Barrow shares.
Building Integrations That Improve Customer Satisfaction
Integrations are also simplified with Freshdesk and continue to be a focus for Collinson. Alongside integrations with communication channels such as Twitter, Collinson has customized a Freshdesk app to integrate with multiple Trustpilot accounts to collect and monitor customer opinions. Freshworks features a developer platform supported by
. This allows customers to tailor the behavior of products in use and integrate them into their workflows by writing a bespoke plugin.
With both Freshworks and AWS, Collinson also benefits from a predictable operation cost model. “For every dollar spent, we can clearly see how that benefits us, and our customers, in a much shorter time frame,” Barrow says. “Since implementing the Freshdesk solution with Amazon Connect, we’ve experienced a fundamental shift in our business model, from being predominantly a B2B2C brand to becoming a B2C brand. We’ve never been as close to our end customers as we are today.”
Freshworks makes it fast and easy for businesses to delight their customers and employees. The company does this by taking a fresh approach to building and delivering software that is affordable, quick to implement, and designed for the end user. Headquartered in San Mateo, California, Freshworks has a dedicated team operating from 13 global offices to serve over 50,000 customers including Bridgestone, Chargebee, DeliveryHero, ITV, Klarna, Multichoice, OfficeMax, TaylorMade, and Vice Media.
- Pivots to launch new business vertical in 3 weeks
- Provides 360-degree view into customer communications
- Adds new digital channels such as chat and social media
- Migrates 120 phone lines in 2 weeks
- Shortens development cycle and time to market
- Achieves value-based costing with pay-as-you-go charging model
- Integrates and customizes new apps to business workflows
AWS Services Used
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AWS Lambda is a serverless, event-driven compute service that lets you run code for virtually any type of application or backend service without provisioning or managing servers.
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