Customer storyAutomotive
Ituran raised answer quality by 50%
Vehicle location, recovery and roadside assistance for about two million customers across 45 service and sales centers, complex support processes drawn instead of written, and an operation that ran through the coronavirus outbreak.
Knowledge management is one of the most important factors supporting the organization’s success and its business goals, especially in an organization as developed as Ituran, which keeps growing and broadening its basket of products and services in recent years.
Ituran at a glance
- Industry
- transportation
- Company size
- +700 employees and service providers
- Revenue
- 279 million dollars a year
- Customers
- 2 million
- Using ClearMash
- service representatives, sales, and point-of-sale partners
What Ituran measured
What changed, in Ituran’s own numbers.
- 50% Increase in answer quality
- 30% Reduction in new-representative training time
- 30% Reduction in consultations with team leaders
- 70% Increase in representative satisfaction
About Ituran
Ituran was founded in 1995 and is the leading company in the field of location, recovery and vehicle security, navigation and roadside assistance. With expertise in aggregating, tracking and locating vehicles, and providing information and equipment services, Ituran operates a location service based on about 2,000,000 customers at home and abroad, and is always available to its customers through 45 service and sales centres in the Ituran network across the country, and through its 24/7 telephone services, which include the operational control centre, the customer service centre, and the Ituran BIG service centre, providing information and driving services on the road.
The range of services Ituran provides to all its customers, and the organizational culture that asks to preserve and develop the deep knowledge accumulated, has brought the organization to consider quality and advanced knowledge management in order to provide fast, professional service of the kind Ituran gives.
Choosing ClearMash
When Ituran decided to upgrade knowledge management in the organization, it examined a number of alternatives in the form of upgrading the existing system and additional systems, and after a comprehensive review chose ClearMash because of the advanced technology, the look of the system, the independence of building the system without depending on the vendor, and a methodology for embedding knowledge management that matched Ituran’s service concept.
Ituran’s service-centre work and support processes cover a wide variety of subjects, such as connecting and disconnecting service, invoices, information about service centres, installing and locating technical faults, accidents and more. Most of the processes are complex, with many stages, and often require gathering information from different domains and different departments in the organization in order to look up the information. Most of Ituran’s support processes are presented to the representative in diagrams of dry text. The range of capabilities the system provides improves the quality of the information presented, both in the visual aspect: a graphic presentation of the scripts with the alternatives the user is going through, and at the content level, which makes it possible to enrich the information at the different stages by hosting external systems, images and videos as part of the process, in an inseparable way.
Using ClearMash at Ituran
Operating ClearMash at Ituran included a general characterization and adaptation of knowledge structures to the company’s needs, because of the variety of services Ituran provides to its customers, which required a broad range of new templates that make the most of the knowledge structure in the organization. Into those templates an automatic migration was made of thousands of information items, groups, processes and organizational information from the previous system in the organization. In addition an integration was made with the CRM system, learning events and training environments, information-security aspects, wide information, and ClearMash cloud connections.
As a growing and developing organization we frequently have requirements from the supplier; the technological capabilities of the system, combined with the human capital standing behind the product, brought us to realize capabilities we never imagined a knowledge management system could have.
The Deployment
The deployment stage was accompanied by close work between ClearMash’s implementation team and Ituran’s implementation team to make sure the deployment would be successful, efficient and effective. In parallel with the migration of the content, the Ituran environment was set up in the ClearMash cloud and Ituran’s teams began to use it and to prepare the environment for launch.
The operation stage happened during the coronavirus outbreak in the world, but this did not stop the launch of the system and even made it possible to continue continuous work in the closure periods, and thanks to the various tools in the system such as chat, read receipts and signatures, which enabled immediate communication and greater efficiency between the different actors.
In their own words
After a comprehensive market survey we decided here unanimously to choose ClearMash. The ability to present complex processes simply, and so also to give a better answer, a more service-oriented and efficient one to the customer, tipped the scales.
To embed and operate a new system can be a challenging stage; the central concern was the success of migrating thousands of items and information we had accumulated over recent years, but the migration and the operation went smoothly and all of it inside a third of a quarter.
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