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Freshworks > Case Studies > Freshworks' Omnichannel Engagement Solution Transforms Collinson's Customer Service
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Freshworks' Omnichannel Engagement Solution Transforms Collinson's Customer Service

Technology Category
  • Networks & Connectivity - 5G
  • Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
  • Healthcare & Hospitals
  • Telecommunications
Applicable Functions
  • Quality Assurance
  • Sales & Marketing
Use Cases
  • Experimentation Automation
  • Time Sensitive Networking
Services
  • System Integration
  • Training
The Challenge

Collinson, a global leader in customer benefits and loyalty, was facing challenges with its customer service operations. The company was using a legacy telephony platform for customer communication, which was limited to two channels: email and phone. These channels were siloed, and operations were highly manual, leading to inefficiencies. Collinson wanted to improve the efficiency of customer interactions and bring services to market quicker. The company also wanted to shift from a CapEx-based cost model to a consumption-driven model. In 2020, the company had to accelerate its digital transformation project timelines to quickly equip customer service agents to work from home due to the pandemic. Furthermore, disruption in the travel industry prompted a new business requirement for Collinson to begin offering COVID-19 testing facilities at partner airports, which required customer service support from agents working from home.

About The Customer

Collinson is a global leader in customer benefits and loyalty. The company delivers exceptional travel, assistance, and insurance products that differentiate value propositions, and loyalty solutions that win deeper, more valuable customer relationships. Collinson is a global, family-run organization with thousands of employees. The organization delivers traveler experiences, medical and security assistance, travel medical services, and insurance products to its corporate customers and partners in 13 countries.

The Solution

Collinson partnered with Freshworks and Amazon Web Services (AWS) to transform its customer service operations. The company replaced its legacy Avaya telephony platform with the Amazon Connect omnichannel cloud contact center. Freshdesk, a cloud-based omnichannel engagement solution designed by Freshworks, was implemented to help agents rapidly resolve customer inquiries with workforce automation. The Freshdesk dashboard offered visibility across multiple channels such as chat, email, and voice through a single, unified interface. Collinson was able to migrate 120 phone lines to Amazon Connect in 2–3 weeks, including training time for call center agents. The company also rolled out the Freshdesk omnichannel solution including Amazon Connect calls, email, and Freshchat on social media. With the support of Freshworks, Collinson was able to introduce airport testing and had facilities up and running in three weeks.

Operational Impact

  • The implementation of Freshdesk has not only helped Collinson bring out new channels but has also associated communications in a more omnichannel way. The company now has a unified view of the customer in real-time, allowing it to see any trends emerging and mitigate those quickly. This has resulted in a more efficient process for both the customer and the company. 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. The efficiency gains have extended beyond the agent population to the company’s technical teams. 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. Integrations have also been simplified with Freshdesk, improving customer satisfaction.

Quantitative Benefit

  • The 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.

  • The business now has 120 automations running in Freshdesk, improving agent productivity and allowing for quality control audits.

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