From showing where a shipment is to managing the customer experience
With the structure we built on Microsoft Dynamics 365 for CEVA Logistics Türkiye, we brought the two faces of customer service into one digital ecosystem: “Where Is My Shipment”, where customers track their consignments, and Cevalution, where the contact-centre operation is run.
About Ceva Logistics
CEVA Logistics is a global logistics company with a broad service network spanning air, ocean, road and rail freight, contract logistics, project logistics and e-commerce. CEVA operates in more than 170 countries today and employs over 110,000 people. In Türkiye it serves through some 7,500 employees and more than 200 operating sites, delivering strong, effective supply-chain solutions to sectors including automotive, consumer goods and retail, fashion, healthcare, industry, technology and e-commerce.
From showing where a shipment is to managing the customer experience
Challenge
Because e-commerce orders, corporate consignments and shipments from different business partners had to be queried from separate sources, customers struggled to reach up-to-date information. Every customer type needed the same information, yet worked with different reference and order structures. When shipment status could only be learned by calling the contact centre, it left customers uncertain and put a heavy query load on the centre itself. Contact-centre agents reached customer, order and shipment data from different systems, which lengthened calls and made customers repeat their details again and again. E-commerce customers worked with order numbers, while logistics operations worked with consignment and transport references. Without a visible link between order and shipment, customer service could break down. When customer reports about delays, delivery, addresses, damage or other operational matters remained mere contact-centre notes, it was hard to own the actions or follow up on their outcomes. Individual e-commerce customers mostly wanted the status of a single shipment quickly, while corporate customers needed to track many orders and consignments together. Applying the same screens and processes to every customer type made it difficult to meet those different needs. Without regular measurement of satisfaction after a delivery or a contact-centre interaction, feedback that could improve service quality was hard to assess alongside operational data. Evaluating shipment queries, contact-centre cases, work orders and survey results separately made it difficult to see the customer experience as a whole and to identify where to improve.
Solution
We launched “Where Is My Shipment”, a single digital front end from which B2B and B2C consignments, e-commerce orders and different order sources can all be queried. Customers reach their shipments with a consignment or reference number, while corporate customers can view their shipment processes through their own accounts. We carried the shipment’s current status in the operational systems onto the “Where Is My Shipment” screens. The current stage of the order and the consignment, its movements and its live status are presented to the customer through the digital interface in real time. We built the Cevalution contact-centre solution on Microsoft Dynamics 365 Customer Service. Agents see customer and contact details, the related order, the consignment number, the shipment’s current status, previous conversations, open cases and any work orders created — all on one screen. We linked e-commerce orders to the related shipment and consignment records, so that the logistics record behind the scenes can be reached from the order or reference the customer already knows, and order, customer, recipient and shipment details appear within the same conversation. On Dynamics 365 we created a structure that records customer requests and, where needed, turns them directly into operational work orders. By linking every case and work order to the relevant customer, order and shipment, we made the responsible team, priority, status, actions taken and outcome centrally traceable. We built fast reference- or consignment-number lookups for B2C customers and account-based access with a multi-shipment view for corporate customers, unifying journeys as different as a dealer, a corporate customer and an e-commerce consignment on shared data and service foundations. We brought NPS and satisfaction surveys into the Dynamics 365 customer-service process. By linking survey results to the customer, order, shipment and service record, low-satisfaction reports can be followed up and the necessary actions created. With the Dynamics 365 reporting layer we brought case types, shipment sources, work orders, resolution processes, customer feedback and NPS results together in one reporting structure.
Result
Shipment information held in different systems now reaches the customer as one plain, shared experience. Reaching a shipment status became easy, and routine information requests moved to a self-service digital channel. Customers can now track their consignments without needing the contact centre. The shipment experience moved out of uncertainty and became visible, accessible and proactively communicated. The contact centre grew from a structure that simply answers calls into a complete resolution centre that serves while already knowing the customer and the shipment. Agents hold better-prepared conversations, and customers repeat their details far less often. The path from an e-commerce order to physical delivery can now be followed as a single customer journey. The information gap between digital commerce and logistics operations was closed. Customer conversations stopped being notes that go missing and became traceable business processes with an owner, a status and an outcome — a closed loop between the contact centre and logistics operations. Every customer group gained an experience suited to its needs, while all query and service processes became manageable through the same central operation. Customer satisfaction stopped being a periodic study and became a continuous feedback mechanism that steers the operation. Problematic experiences and opportunities to improve became visible. CEVA Logistics teams can now assess not only how many cases arrive, but which shipments they stem from, which operational topics they concentrate on and how they affect customer satisfaction.