“With the new unified support portal, Coca-Cola was able to start measuring the success of its agents. Configuring SLAs to match the team’s goals helped the team start tracking. Depending on the priority of the ticket, different SLAs were applied. Coca-Cola could now measure KPIs and act upon the team meeting or missing the various goals.” – Digital Solutions Manager – Luong Thong Dat
ENABLING TEAMWORK AT MASSIVE SCALE
Coca-Cola is one of the best-known international brands in Vietnam. Coca-Cola Vietnam’s factories in Ho Chi Minh, Da Nang and Hanoi create some 4,000 direct jobs while supporting a further number of indirect jobs, which is six- to eight-times higher, through the company’s value chain. Aiming to become a total, consumer-centric beverages company, Coca-Cola has continuously invested in product innovation and provided a diversity of quality beverages products, including less-sugar and zero-sugar product lines, while diversifying packaging and expanding business coverage.
The company’s portfolio in Vietnam includes Coca-Cola, Coca-Cola Light, Coke Zero, Sprite, Fanta, Minute Maid Nutriboost, Minute Maid Teppy, Schweppes, Dasani and Aquarius. Since 2017, to meet the fast changing in tastes and demands of consumers, Coca-Cola Vietnam has proactively diversified its high quality portfolio with the promotion of packaged juice and tea products like Fuzetea+ and Georgia RTD coffee.
FROM LACK OF VISIBILITY TO SERVICE DESK
The Coca-Cola Human Resources team handles all coming HR requests and issues through multiple support channels such as email and phone. Prior to adopting Jira Service Desk, the team spent significant time looking for customer contact information and multi-tasking across these channels, causing customers to suffer long response times and low satisfaction with the support experience. These inefficiencies also impacted the cost of service that the HR team was providing.
Another downside of the multichannel support was lack of visibility; reporting was only compiled manually, if at all, so the team was not able to measure their progress on previous work completed, and Service Level Agreements were not enabled. They had no idea how many requests they fielded in a given time period or how quickly they were responding to those requests. Without SLAs the team lacked the accountability to motivate themselves to give a great customer experience. On the other hand, managers are not able to assess the current workload of the team or to evaluate the performance of individual agents.
PURSUING CUSTOMER HAPPINESS
After an initial assessment the Candylio team recommended Jira Service Desk. The main benefit Coca-Cola identified was the unified support channel. Customers could now email the Coca-Cola support team and the ticket would populate inside the service desk. With Jira Service Desk, if a customer called in, the agent had the ability to create the support request in the system while the customer is on the phone with them.
Candylio took the support portal to the next level by localizing and branding it. Having the local language on the portal was of the utmost importance to Coca-Cola as all of the team’s customers are located in Vietnam. Coca-Cola also didn’t want any confusion as to whose portal its customers were entering so the Candylio team designed a vibrant yet comforting layout which matched Coca-Cola’s branding rules.
With the new unified support portal, Coca-Cola was able to start measuring the success of its agents. Configuring SLAs to match the team’s goals helped the team start tracking. Depending on the priority of the ticket, different SLAs were applied. Coca-Cola could now measure KPIs and act upon the team meeting or missing the various goals.
LOOKING AHEAD: INCREASING EFFICIENCIES, REDUCING SILOS
CocaCola realized the benefits of implementing Jira Service desk immediately. Agents noticed a significant decrease in risk of human errors which occurred from manually entering information into their old system. Not only was there a decrease in risk but also a drop off in errors made by agents.
- Improved customer response times and satisfaction
- Presenting the big picture to leadership and decision makers is key to ensuring a great user experience.
- Reduced overhead costs associated with phone and email support
- Improved customer service through streamlined interactions