MSX implemented M.Care, an end-to-end digital customer engagement solution that combines automotive-trained people, structured processes, and technology designed around the ownership journey.
Launch-ready customer care: 98% accessibility powers a successful market entry
Fast facts
- Customer
An automotive distributor launching a new vehicle brand in a European market
- Business challenge
Establish a scalable customer and dealer care operation, including the people, processes, and technology needed to support market entry and future growth.
- Geographical coverage
Italy
- Solution implemented
MSX implemented M.Care, an end-to-end customer engagement solution that brings together customer care, dealers, technical support, and warranty processes in one digital environment.
Supporting customers and dealers from the start
Launching a customer care operation for a new market requires more than answering calls. The service must be ready to support customers, dealers, and internal teams from day one, while providing the flexibility to evolve as the brand and network grow.
The distributor needed an approach to support a broad range of interactions, including lead generation, product inquiries, and issue resolution. It also needed to link customer care with dealer, technical, and warranty processes to resolve issues quickly and keep customers informed.
This required coordinating processes across sales, aftersales, ordering, distribution, lead management, and customer relationship management (CRM) teams to create a scalable environment that could:
- Support customers across voice, chat, email, and web forms
- Convert inbound inquiries into sales leads
- Manage cases through defined automotive workflows
- Give dealers a direct way to collaborate on customer issues
- Support dealer technical and warranty-related requests
- Bring customer and vehicle data into the case-management environment
- Provide a foundation for proactive services and future AI capabilities
Bringing every service interaction together
At the center of the solution is an integrated platform combining Genesys Cloud for omnichannel engagement with ServiceNow for case management, workflows, and portals. Customers can contact the brand through voice, chat, email, or web forms, while care teams manage interactions within a structured environment.
The case-management system supports three main request types:
- Leads: Capturing and routing customer interest in vehicles and models
- Inquiries: Responding to questions about the brand, products, network, and services
- Support cases: Managing customer issues through defined processes, data capture, and escalation paths
When an issue requires dealer involvement, the dealer can access the case directly to share updates and documents. This shared view helps teams monitor progress, provide clearer customer updates, and prioritize technical support based on the wider customer context.
Fast responses from launch
The operation was designed for a rapid launch without compromising the long-term ambition for an integrated service environment. Implementation depended on aligning customer and vehicle data, processes, and system requirements across sales, aftersales, ordering, distribution, CRM, and lead-management teams.
MSX managed this complexity through a phased approach. Voice and email support were available from the outset, while broader capabilities, workflows, and integrations were introduced in stages as the required client inputs became available.
This allowed the operation to support customers early in the market-entry journey while building toward a complete, data-driven environment. CRM integration automatically populates customer and vehicle information, helping teams work with more accurate data.
The early results demonstrate the strength of the model:
- 98% overall accessibility
- 94% of contacts answered within 60 seconds
- 100% of emails answered within 24 hours
- 4.6/5 overall customer satisfaction
- 4.7/5 agent satisfaction
These results reflect the value of combining experienced automotive teams with clear processes and shared visibility across the service journey.
From responsive support to proactive care
M.Care provides a scalable foundation that allows the distributor to expand services as the brand, dealer network, and customer base grow. Future developments have included proactive welcome journeys before vehicle handover, support with vehicle connectivity and app downloads, milestone communications, and concierge-style services. These initiatives are crucial to help customers get more value from their vehicles while creating a more personal ownership experience and this is a key differentiator for a new brand entering in a market.
The solution also supports key AI use-cases through configurable workflows, integrated data, and a shared knowledge environment. This gives the distributor the flexibility to introduce AI-enabled capabilities where they add practical value, including agent assistance, automated knowledge search, self-service, and smarter case handling.
Built to support launch, ready to support growth
By implementing M.Care, the distributor has established a customer and dealer care model ready to support the new brand’s growth in a competitive market. The program combines operational expertise with a coordinated service model that supports customers, dealers, and internal teams. This end-to-end approach ensures that everyone, from customer care agents to warranty teams, has the visibility and tools required to collaborate effectively.
Rather than operating as an isolated contact center, the distributor now has a coordinated service environment that supports customers and dealers from launch. By combining automotive expertise, proven processes, and integrated technology, MSX is helping the new brand deliver a consistent customer experience today while building the flexibility to protect customer loyalty and drive long-term success.
