From leads to after-sales: An integrated automotive customer service model

The challenge

The automotive customer journey involves multiple stakeholders, channels and processes that often operate separately. The challenge was to create a coordinated customer service operation capable of supporting customers from their first expression of interest through sales, ownership and after-sales care.

The operation needed to combine:

• time-sensitive lead follow-up,
• dealer sales campaigns,
• inbound customer care,
• digital channels,
• complex processes such as accident reporting.

At the same time, volumes varied significantly between campaigns and channels, requiring resources to move quickly between processes without compromising response times or service quality.

There was also another important challenge: speed directly affects commercial outcomes. A web lead loses value quickly, so the team needed to contact prospective customers rapidly, make repeated attempts when necessary, qualify each lead and transfer actionable opportunities to dealers — while maintaining complete reporting in the client’s systems.

The solutions

Multiskilled customer support team

We built a multiskilled customer service operation combining:

• inbound customer care,  

• outbound sales support, 

• omnichannel communication. 

Agents can work across inbound and outbound processes and handle email, live chat and motor damage registration. Resources are allocated according to incoming volumes and campaign demand, allowing the operation to scale up or down without maintaining separate teams for every process. 

The scope

In 2025, the operation handled: 

• 350,00+ outbound calls 

• 14,000+ inbound calls 

• 7,600+ inbound emails 

• 2,900+ live chats 

• 29,000+ inbound SMS messages 

• 2,900+ customer care cases 

Lead verification and validation processes

When a prospective customer submits a website form expressing interest in a vehicle, the lead is transferred to the call center for verification and qualification. 

Agents make up to 7 contact attempts at different times and intervals. Every outcome — including both qualified and unqualified leads — is reported back to the client’s system, providing full visibility into campaign performance. 

The scope 

• 66,000+ leads handled
• 117,000+ calls
• 57% conversion
• 60.70% of customers reached within 15 minutes of submitting the web form 

Automation and process optimisation

As part of the partnership, Axendi also implemented automation solutions to support customer communication and improve operational efficiency.

The solutions include:

• automated callback after the initial customer contact,
• automation of selected communication workflows,
• streamlined information flow across processes,
• standardisation of selected customer communication processes.

These automation initiatives improved communication efficiency, reduced response times and lowered the workload of the customer service team.

Quality assurance and operational development

Maintaining high service quality and continuously developing the team’s capabilities are key elements of the partnership.

Activities delivered as part of the project include:

• regular training sessions and knowledge assessments,
• on-the-job coaching and operational supervision,
• daily quality monitoring of customer interactions,
• call reviews and email correspondence analysis,
• continuous refinement of service standards for recurring processes,
• ongoing subject-matter support for customer advisors,
• continuous knowledge sharing across the team.

Sales follow-up

Potential customers who expressed interest in an offer but did not complete an order are contacted through a dedicated follow-up campaign.  The objective is to re-engage these prospects and support conversion into vehicle sales. 

The scope 

• 58,000+ calls
• 4.58% conversion 

Dealer sales campaigns

Outbound campaigns support individual retailers with current vehicle offers, promotions, availability and service offers.  Each campaign is adapted to the dealer’s specific requirements. 

The scope 

• 38 campaigns
• +1,900 leads generated 

Additional outbound activities include central follow-up campaigns, end-of-financing campaigns, marketing consent verification and database cleaning. 

Inbound customer service

A dedicated country helpline provides customers with direct access to support. 

• 8,400+ incoming calls
• 91% Service Level 

Email and live chat support

The call center manages the customer service inbox and live chat as central contact points for incoming written communication. 

The team responds directly to customers, routes requests to the appropriate departments and coordinates the resolution of inquiries and complaints. 

A dedicated specialist works closely with the client’s representative to facilitate communication and resolve more complex cases efficiently. 

7,600+ emails
2,900+ live chats 

Customer care

The team manages customer care cases ranging from everyday questions and complaints to formal correspondence. 

2,900+ cases, including: 

• customer questions 

• complaints 

• feedback 

• official correspondence from institutions such as the Police, Courts and Tax Offices 

Accident reporting and assistance

The accident reporting helpline was designed to simplify what can otherwise be a stressful process for customers. Regardless of where the customer’s insurance policy was purchased, the team can register the claim on their behalf. 

Agents manage the formalities required to report the damage and, once the claim number is obtained, forward the vehicle repair order to the dealer. 

The process integrates cooperation with more than 20 insurance companies. 

Results 

5,900+ damage registration calls
6,200+ assistance calls
2,400+ damage leads forwarded to dealers
88.61% Service Level 

Measuring customer satisfaction

The feedback provides insight into both the quality of the interaction and the customer’s experience of the overall claim registration process. 

• 90% overall customer satisfaction 

The results

Built on close partnership

The scale and complexity of this operation require close cooperation between Axendi and the client across multiple levels — from daily operations and campaign planning to process development, reporting and complex case resolution.

With customer service, sales support, dealer activities and after-sales processes connected within one operation, continuous communication and shared ownership are essential. The results of the project would not be possible without the client’s expertise, openness and close involvement, combined with Axendi’s operational and advisory capabilities.

This long-term partnership allows both teams to continuously adapt processes, respond to changing business needs and develop the operation together.