A contact centre that knows the customer before the call begins
With Microsoft Dynamics 365, customer service, complaints, SLAs, campaigns, quotes and orders come together on a single agent screen; every call turns into a personalised service and sales opportunity.
About Sahibinden.com
sahibinden.com, Türkiye’s first address for classifieds and shopping, was launched in 2000 within Aksoy Group. More than an e-commerce site, sahibinden.com represents the story of e-commerce in Türkiye from its birth to today and is one of the country’s largest electronic commerce and classifieds platforms. Serving ten categories in total — Real Estate, Vehicles, Second-Hand and New Shopping, Construction Machinery & Industry, Spare Parts–Accessories–Hardware & Tuning, Services, Job Listings, Animal Kingdom, Private Tutors and Helper Wanted — sahibinden.com has won numerous national and international awards for products and services that make its users’ lives easier.
A contact centre that knows the customer before the call begins
Challenge
When a customer called the contact centre, the agent had to reach identity, account, package and transaction history from different screens. Customers repeating information they had already shared, and agents spending much of the call working out who the customer was and what had happened before, affected both experience and operational efficiency. Distributing calls from different customer segments and service categories through standard queues could overload some teams while leaving capacity unused in others. When the request, its priority and the agent’s skills were not taken into account, calls often had to be transferred between teams. Complaints arriving from different channels created a broad process: classifying records, routing them to the right team, tracking resolution time and getting back to the customer. Because not every request carries the same priority and different service agreements require different resolution times, manual tracking fell short. Corporate account holders speaking to customer service might need to renew or upgrade a package or add a service. Transferring the customer to a separate sales team, or calling back later with a quote, meant the buying opportunity created during the conversation could be lost. Identifying in good time the customers whose contract is nearing its end or who have reached the limits of their current package was critical for loyalty and revenue continuity. Offering the same proposal to every customer, on the other hand, would create benefits that do not meet real needs and unnecessary campaign cost. When call records remain only as audio files to be listened to afterwards, it is impossible to understand systematically the recurring issues, customer expectations and causes of dissatisfaction across thousands of conversations. Managers could usually assess quality only by sampling a limited number of calls. Closing a request in the system did not mean the customer was genuinely satisfied with the solution offered. Not being able to relate customer feedback to the case, the agent and the type of service made it hard to see which point of the experience needed improvement. Traditional metrics such as call volume and average handling time did not on their own show the real success of customer service. SLA performance, resolution quality, customer satisfaction, sales conversion, package renewal and agent workload all had to be evaluated together.
Solution
By integrating the PBX, IVR, CTI and Microsoft Dynamics 365, we match the calling number to the customer profile. Before the call reaches the agent, a colour-coded summary page for that customer opens automatically. The agent sees at a glance the customer’s segment, account type, current package, contract status, past conversations, open requests, complaints and the benefits that can be offered. Critical information is colour-coded by importance, so the agent starts the conversation not merely informed but prepared for the customer’s situation. We integrated the IVR and CTI infrastructure with queue, skill and agent management in Dynamics 365. Calls are routed to the right queue by evaluating the customer’s IVR choice, account type, segment, subject, priority and SLA status. The system also takes agents’ skills, current workload and availability into account. Managers can watch queue load, agent capacity and work distribution in real time. We centralised complaint and request management on Microsoft Dynamics 365 Customer Service. A case record can be created from any conversation or interaction. Records are classified by subject, category, customer segment, priority and service type. The relevant SLA agreement takes effect automatically and first response and resolution times are tracked by the system. Records at risk of breaching their target are routed to the relevant teams and managers; where necessary, automatic escalation runs. All actions, conversations and feedback are kept in the same case history. We combined the Dynamics 365 Customer Service experience with campaign, quote and order management. The agent can see the customer’s current package, usage, contract end date and available upgrades on the same screen. Benefits, campaigns and offers available for that segment and eligibility are displayed automatically. While the conversation continues, the agent can prepare a suitable offer, assign a campaign benefit and complete the order process directly from the contact centre. We segmented customers by contract end date, current package, usage habits, category, commercial value and past interactions. For customers whose contract is ending, whose package capacity is insufficient or who have upgrade potential, we created different action and offer scenarios. During the call Dynamics 365 shows the agent the benefits the customer is eligible for, so renewal, retention and upgrade processes can be personalised to actual need. We supported the call recording infrastructure with voice and sentiment analysis. As conversations are recorded, changes in customer sentiment, the overall tone of the call and interactions needing attention can be analysed. Results are related to customer, agent, case, subject and segment information. Calls carrying negative sentiment or critical statements can be routed to quality and management teams for review. We integrated conversation and case processes with customer surveys. Survey results are matched to the relevant customer, call, agent, complaint and resolution record. Follow-up contact and improvement actions can be created for negative ratings. Survey results can be reported by segment, subject, service, team and period. On Dynamics 365 we brought operational, customer experience and sales data into a shared reporting structure. Managers can follow queue load, agent capacity, first response and resolution times, SLA compliance, complaint subjects, customer sentiment trends, survey results, offers made and completed orders together. Reports can be examined by team, agent, customer segment, service, campaign and period.
Result
Customers no longer have to explain themselves again in every conversation. With the right questions, agents can focus straight on the need and the call becomes a personalised experience from the first moment. Calls are distributed not at random but according to customer need and operational capacity. Unnecessary transfers fall, while requests needing expertise reach the right teams faster. No complaint gets lost in personal to-do lists or inboxes. For every record the owner, the target time and the current status are visible. Customer service is run to a measurable, auditable service standard. The contact centre turned from a cost centre providing support into an active sales channel that grows customer value and revenue. Customers can meet their need without being sent to another channel; service and sales proceed as natural parts of the same conversation. Contract renewal and package upgrades stopped being reactive conversations and became a predictable, manageable customer lifecycle. The right customer can be given, at the right moment, an offer they can actually use and value. Calls stopped being merely archived recordings and became analysis data that improves customer experience. Recurring issues, areas of dissatisfaction and opportunities for improvement can be assessed across all customer interactions rather than call by call. The voice of the customer is no longer an assessment outside the operation; it became a direct input into service development. A closed-loop service model was created that completes not when the request is closed but when the customer’s experience is understood. Contact centre performance is now managed not only by how many calls were answered, but by how many customers reached the right solution, which opportunities converted into sales and how the experience improved.