Scaling Customer Experience for an Automotive Leader

Industry: Retail & Consumer Packaged Goods | Services: Automation

Client Overview

The client is a leading UAE-based conglomerate with businesses across automotive, retail, real estate, financial services, and insurance. The group operates eight divisions, represents major international brands, and has grown into a diversified organization with revenue exceeding $11B.

The Challenge

Seamless Digital Engagement Overhauls Automotive Conglomerate

In their automotive retail arena, they wanted to initiate the customer-centric transformation of eight brands including Lexus and Toyota. And the pivot point for this transformation was their engagement center.

The existing engagement center served as the primary touchpoint across multiple lines of business. Legacy systems, however, limited visibility into customer journeys and prevented the delivery of personalized offers.

The client needed a strategic partner to design an engagement model that would unify customer interactions, empower agents, and provide the intelligence required to deliver both operational efficiency and customer delight. It had to be nimble and scalable. And it had to achieve the main goal of using advanced analytics to drive loyalty and repeat purchases.

Sutherland Solution

Empowering Agents to Deliver Customer Delight Across All Channels 

Sutherland combined its Digital Engineering Services and Analytics expertise to deliver an end-to-end, AI-powered engagement solution. The digital transformation spanned across the customer lifecycle – from new customer acquisitions to customer retention – driving loyalty via repeat purchases in car service, spare parts and body shops.

Four proprietary platforms formed the backbone of the transformation:

• Sutherland Connect®
  An omnichannel interaction hub that unified all customer communications. By bringing voice, chat, and digital channels together, it removed silos and ensured seamless handoffs.
• Cognitive Knowledge Engine (CKE)
  An AI-driven search and knowledge management system embedded into Connect. It gave agents instant, accurate answers, cutting resolution times and improving customer satisfaction.
• Conversational AI
  A chatbot powered by natural language processing (NLP) that handled high-volume, routine requests such as booking a service appointment or checking lease mileage. More complex interactions were escalated smoothly to live agents through Sutherland Connect®.
• Sutherland CX360®
  An interactive unified desktop that provided a 360-degree customer view, serving as the single source of truth for every agent interaction.

Sutherland also applied advanced predictive analytics to segment customers, define personas, and generate Next Best Action (NBA) recommendations. This allowed agents to personalize interactions across acquisition, retention, and loyalty journeys.

Together, this ensured improved user adoption and the organization was able to gain immediate wins, showcasing the success of this transformation.

The Outcome

Driving Efficiency, Savings, and Customer Loyalty

The transformation delivered measurable impact across the client’s automotive retail operations. By consolidating systems and moving to a cloud-enabled datacenter, the organization reduced technology costs by 30% and created a single source of truth for all customer interactions. Agents benefited from faster access to knowledge and streamlined workflows, leading to a 10% improvement in both Average Handle Time (AHT) and First Call Resolution (FCR).

These operational gains translated directly into financial and customer outcomes: the client realized AED 12 million in annual cost savings, while customer experience scores improved by 25% thanks to more personalized, seamless engagement.

Together, these results not only cut costs and complexity but positioned the client to deliver consistently better experiences across every brand and channel. With a smarter, more agile engagement model in place, the organization is now equipped to scale loyalty and growth in a highly competitive market.