How S.I.N Implant System Revolutionized Customer Service with Freshdesk

SUMMARY

In a rapidly evolving dental industry, S.I.N Implant System - a Brazilian dental implant developer and manufacturer faced a challenge: managing after-sales customer interactions. Here's how Freshdesk transformed its approach.

Until about two years ago, sales staff were the same team providing customers with after-sales service. This became unsustainable in the long term and led the company to change the way it operates.

The company implemented Freshdesk, an omnichannel platform that gives customers multiple contact channels, helps understand the main reasons why customers are contacting the company, supports a proactive approach, and improves the user experience.  

THE COMPANY

S.I.N Implant System is a Brazilian company that specializes in developing and manufacturing dental implants and prosthetic components. It was created 15 years ago and operates nationwide in Brazil and in 20 other countries.

THE CHALLENGE

Around two years ago, S.I.N realized they needed to create an after-sales team. Its external sales consultants had previously been responsible for customers throughout the process, solving any after-sales issues that might arise. This became unsustainable and the company realized it needed to create an omnichannel customer service structure to liaise with customers, provide faster responses, and offer personalized solutions.

Prior to Freshdesk, customer service was provided on an informal basis without a centralized platform. Some customer service work was managed using Milldesk, a service desk solution, and the remainder was handled via WhatsApp or email.  There was a lack of management in dealing with customer queries and S.I.N. could not identify call time response, for example, and often, customer queries went unanswered. This was the major issue S.I.N needed to solve.

THE SOLUTION

After creating and establishing the after-sales service department, S.I.N started a search for an omnichannel customer service platform and encountered Freshdesk listed as one of the best available. The company assessed both Freshdesk and other players, but Freshdesk was the best fit for the business and offered by far the best cost-benefit outlook and has been integrated with the customer database.

The company uses WhatsApp to monitor queries, provide customers with status updates and as part of active sales campaigns. It also uses the app for pre-sales and after-sales support and collections. Customers first contact a chatbot that can identify, filter and forward calls to the right support group.

S.I.N currently has a customer service structure and is on the way to implementing a system inside Freshdesk that allows the sales force to adopt a similar structure for in-house customer service.

About the source: Jorge Garri is responsible for managing the commercial (after-sales) operations and Customer Success (CS) teams and over 20 branches. These three areas have over 100 employees who focus on making sure our customers are happy throughout their interactions with the company.

 

THE IMPACT

With our omnichannel solution, S.I.N can be contacted by customers across multiple channels and maintain consistent service standards regardless of the chosen channel. With Freshdesk, the company can identify the main reasons for customer contacts and thereby create proactive information scenarios that can anticipate customer requirements and provide relevant information, helping to reduce unnecessary interactions.

Freshdesk can manage demand and activities, providing metrics that indicate:

• the length of customer service interactions
• the number of first-level resolutions
• the number of queries elevated to the second level. Previously, the number of interactions was not properly recorded, and the company was unable to obtain a clear idea of how long interactions were taking.

Around 20,000 tickets are opened a month with a CSAT of 90%+. WhatsApp accounts for a little over 50% of interactions. Prior to deploying Freshdesk, S.I.N would take up to 20 hours to resolve a ticket, but this has now fallen to 3 or 4 hours.

The company has also reduced the length of time it takes to initiate a customer service interaction after adopting Freshdesk. Customers previously had to wait up to 10 minutes for the bot to start an interaction, but this has now fallen to 1.5 minutes. 

Additionally, S.I.N has increased “first call resolutions” from less than 10% when it first deployed the system to the current level of 45% to 50%. Productivity has also risen. Agents were previously unable to handle more than 100 or 120 interactions a month; now they can deal with 300 to 350.