VCNC drives efficient support with complete visibility at TADA

In 2018, mobile application and web services operator VCNC launched TADA, a mobility service platform in South Korea designed to create a stress-free world on the road. Offering multiple options from vans to mid-sized vehicles, users can hail rides without having to worry about drivers rejecting their request. Today, the app serves 2.6 million subscribers.

Surging queries

As TADA started gaining traction, the number of inquiries from riders and drivers also skyrocketed. Riders and drivers usually needed instant support and TADA was having trouble staying responsive. “Our agents had to manually document every inquiry from incoming emails into a spreadsheet, which took a lot of time,” says Chae-yoon Lee, CX Team Manager at TADA. “We soon started relying on third-party solutions for chat and calls—however, these were quite slow and became frustrating for the drivers to use.”

Agents also did not have the tools to comment on, tag, or customize conversations, which prevented the team from setting up an efficient customer service work flow and a user-friendly ecosystem for the agents. Most importantly, being unable to categorize or aggregate inquiries prevented the company from gaining insight into the voice of the customer and relying on ticket escalation—i.e. delegating more complex tickets to higher-level agents.

So, TADA started looking for a new solution to expand communication channels and increase customer visibility. The company had already used Zendesk for Between, another mobile app it had created for couples. It had also been using Zendesk to provide support to TADA’s drivers and riders. “We knew that Zendesk would enable us to manage multiple brands on the same platform, transfer inquiries between employees, and set up notifications that would alert the relevant agents every time a ticket was created or updated,” says Chae-yoon. “We also expected Zendesk to give us the opportunity to track key performance indicators and conduct a qualitative analysis of our users.”

Speedy and efficient support

With the help of partners Matrix and Micro, TADA implemented Zendesk in a few weeks to provide customer support through help center articles, calls, and emails.

Riders and drivers alike can now access answers or direct help quickly in the app thanks to the embedded Zendesk widget—the system can direct users to suggested articles or to request agent assistance. “Agents can also see what articles were viewed by the user prior to direct contact, so that gives them a better context of the issue, which ultimately speeds up ticket resolution,” says Chae-yoon. “Within three days of introducing the widget feature, our incoming tickets decreased by 34 percent. That shows that our users are now better empowered to find solutions on their own.” In fact, users can access customized FAQ articles.

Not only does the widget speed up ticket resolution, but it also alerts the team of any issues with the app based on inquiry keywords. “We receive a notification on our communication channel liked to Zendesk when the word ‘bug’ or ‘error’ is detected in inquiries. That allows us to be quick and responsive to any problems drivers are experiencing,” says Chae-yoon.

With enhanced customer visibility and tagging capabilities, agents have also become more efficient in resolving tickets, reducing their average response time by 20 percent, from an hour to 48 minutes. “It used to take our agents a day to resolve driver inquiries. Now it takes them seven minutes on average,” Chae-yoon adds. “For riders, they have decreased the resolution time by 98 percent, from 9.5 hours to 12 minutes.” Thanks to faster and more efficient support, TADA has seen a spike in customer satisfaction. “We now have a customer satisfaction rate of 4.75 out of 5,” says Chae-yoon.

Full visibility of the customer

After migrating to Zendesk, other members of the team also gained a 360-degree view of the customer journey, thanks to the platform’s analytics capabilities. “We can now accurately understand user behavior patterns and issues, improve where necessary, and build loyalty among our customers,” says Chae-yoon. “Our product team also has easy access to customer feedback, which enables them to make informed decisions during product iteration.”

As demand for TADA grows, VCNC is planning to offer more support options to users and continue enhancing operational efficiency. “We are considering introducing chatbots and relying more on forms, role assignments, and the view function that helps us organize inquiries,” concludes Chae-yoon. “We also want to rely on analytics tools and emotion analysis using machine learning techniques to gain an even deeper understanding of our customers. I am confident that all of this work will make it possible for our CX team to help millions of users move around freely and confidently.”