Smart Automation, RPA  /  Automotive

Automation at the service of the customer experience

In an increasingly competitive environment, this French car manufacturer decided to find out how RPA can improve its customers' satisfaction and overall experience.

The client's challenges and objectives

Our client has several call centres that serve customers from all over the world and for different types of service related issues: contacts, maintenance, complaints, repair and warranty services…

In addition to the inbound team, which is mainly responsible for handling inbound telephone calls regarding specific information or complaints, each call centre has an outbound team that focuses on contacting prospects and making courtesy calls from customer service to existing customers during the procurement, delivery and/or collection process.

Employees working in call centres were faced with redundant and time-consuming tasks. In addition to demanding management, employees were required to enter data into multiple systems and perform complex processes simply to stay in compliance with company policies. They found these tasks repetitive and stressful.

The customer, on the other hand, faced high staff turnover, increased costs of handling complaints and responding to leads, and lower customer satisfaction. The latter was quantified in a survey in which some customers said that agents seemed preoccupied and did not listen to what callers had to say.

Our achievements

In order to find out what is happening and how we are using technology to address these challenges, we used Automation Finder for 2 different call centres: one in India and the other in Morocco. Knowing that each entity had different goals and objectives, the objective was to identify all the processes of both teams and generate actionable information to improve operational efficiency within these teams, while understanding the work culture of each.

For the call centre in India, the priority was to reduce AHT and be able to serve customers much faster. The focus was on customer satisfaction. The call centre in Morocco was more focused on cost reduction and productivity gains.

In both cases, the processes were either error-prone or had bottlenecks that could be streamlined with RPA.


To remedy this problem, we installed a Virtual Assistant on the agents’ workstations, equipped with DPA (Desktop Process Automation) technology: an assisted robot. Our support was carried out in 3 phases, in different geographical areas.

Phase 1: Identification of recurring tasks and processes with automation potential using Automation Finder.

Automation Finder is a process mining tool installed on agents’ workstations to identify the repetitive and frequent tasks they perform on a daily basis. The tool records all repetitive actions performed by agents on internal applications and added to an additional AI layer, the tool identifies repetitive processes.

Example: an agent clicking consecutively on 3 different buttons, copying and pasting using keyboard shortcuts more than 100 times a day.

Phase 2: Process qualification: analysis of results and identification of candidate processes for automation.

RPA enables the automation of processes, but it also raises organisational and efficiency issues within companies. For example, when we analysed the working methods and processes in these two contact centres in India and Morocco, issues that did not take RPA into account came up:

For example: there were 5 different ways of executing an outbound call, there was no uniformity in the workflows.

Phase 3: Identification of areas for improvement and preparation of an automation roadmap: we selected 2 processes with high automation potential in each contact centre, to visualise the ROI and the improved operational efficiency.

Let’s take the example of Morocco:

We worked with 13 different customer service agents, making outbound calls. Each call had a corresponding workflow.

We then implemented Automation Finder, which allowed us to collect and analyse the data. Following the analysis of the processes, we realised that the main problem was to standardise the workflows to improve the operational efficiency of the agents.

To address this issue, we installed a Virtual Assistant on the agents’ workstations, equipped with DPA (Desktop Process Automation) technology: an assisted robot.

It enables agents to get rid of repetitive and time-consuming tasks, which makes them more efficient and allows them to focus on higher value-added tasks.  It is therefore the robot that takes care of all the repetitive tasks.


RPA enables the automation of processes, but it also raises organisational and efficiency issues within companies.

Having identified the processes that could be automated with RPA, we carried out an evaluation for each process identified. This allowed us to identify an automation roadmap but also non-automation improvements for each call centre, prioritised according to the relevant quick wins.


The Virtual Assistant has enabled the centre to get rid of repetitive and time-consuming tasks, making it more efficient overall and allowing it to focus on higher value-added tasks. It has also driven end-to-end process execution while improving compliance and workflow consistency for agents, freeing them to focus on what’s important: the customer.

Thus, we have observed several benefits beyond operational efficiency:   

  • Reduction of human errors  
  • Improved staff engagement as they are relieved of time-consuming tasks (data entry, document searches, etc.). Agents are more focused on responding to their customers’ requests    
  • Better engagement and satisfaction of customers who feel better supported by agents   
  • Uniformity of the workflow
  • AHT reduced by 37%
  • 10% overall productivity gain with only 2 of the 10 identified RPA processes
  • 100% elimination of human errors
  • 60% increase in employee engagement and satisfaction in the first two months.
  • 23 processes identified and evaluated
  • 3 non-RPA actions taken to improve operational efficiency
  • 36% potential gain in AHT identified through RPA automation

Novelis' added value

Our expertise in Smart Automation

Through our expertise in RPA, we are able to dramatically improve the operational efficiency of contact centers, which in turn improves the customer relationship. 

It is then a question of taking into account a general vision of the technology and its contributions in order to deliver a relevant solution to manage both structured and unstructured data and this always with the concern of being aligned with the IT roadmap and impacting the economic performance (ROI).  

In addition to our software robots, we also add a particular expertise in the “process mining” or “process assessment” dimension in order to allow the rapid identification of processes and tasks to be automated in priority.   

Our Business Analysts complete this device in the capacity to propose a high vision of the potential of the technology, the investments to be made, the architectures to be deployed and of course the expected ROI. 

To find out more, read our [White Paper] How automation can help you overcome customer relationship challenges.