Case Study - Citylink
Background
- Delays and logistical problems had occurred with a customer acquisition programme.
- The toll road didn’t allow for manual tolling and required a tolling device.
- The toll road was due to open and if commuters did not have a tolling device they would be fined.
- Optical recognition wasn’t an option.
- A significant dispute had arisen between the customer service operator and the head contractor leading to a termination of the contractor and the need for an interim management role.
- Some of the problems included:
- Misdelivery of tolling devices.
- Customers charged but the road wasn't open.
- Excessive delays in the receipt of the tolling device.
- No front end on the customer interface, resulting in no record of customer contact.
- Significant IT limitations.
Strategy
- Took control of customer service operations.
- Select and manage call centres
- Reform distribution channels.
- Ensure the distribution and delivery of the outstanding tags to 400,000+ customers occurred prior to the opening of the toll road.
- Remove CityLink from the front pages of newspapers without disputes.
- Avoid multiple double billing.
- Improve procedures for a smooth customer service operation.
- Investigate and resolve outstanding customer disputes and questions.
Results
- Distributed 650,000 tags in less than 2 months, resulting in one of the largest customer acquisition programs.
- Opened on time without any operational problems.
- Toll road was removed from the front pages of the newspaper and public relations were improved.
- Publicity surrounding the customer service problems were significantly reduced.
- Improved public confidence in the operation of the toll road.
- Complaints were reduced and acknowledged within 48 hours.