Arnold Clark uses innovative Customer Care solutions, delivered by BrightCloud, to transform how the business communicates with their customers, both centrally, and via their extensive branch network.

Arnold Clark is Europe’s largest independently owned, family-run car company. Representing 24 new car franchises in over 200 retail points across the UK, it has diversified from car sales to become a multi-discipline organisation, specialising in Servicing and Repairs, Motability, Fleet Sales and Management, Accident Repairs, Vehicle Management, Commercial Vehicle Sales, Parts and Accessories and Insurance Services. The group sells over 330,000 cars a year.


BrightCloud began their relationship with Arnold Clark in 2017, at first focussing on transformation and migration of core unified communications and contact centre infrastructure, providing a solid base for business and technology growth. Starting as a basic telephony and contact centre integrator, BrightCloud’s relationship with Arnold Clark has blossomed into a fully realised strategic partnership.

The Challenge

Arnold Clark were aware that a variety of solutions across the estate made up their telephony infrastructure, from multiple vendors in the back office and contact centre, to disparate tactical solutions that had remained beyond their intended lifespan in branches. Not only did this combination of solutions cause reliability, supportability and management headaches, but without a consolidated vendor model, Arnold Clark were unable to leverage their size and influence commercially. This combined with a number of hunt groups running as quasi contact centres, and a non-integrated marketing, telephony and quality management solution, meant that not only were sales being lost, but it was not necessarily easy to know how or where the problems were occurring. Therefore, in order to maintain leadership amongst their competitors, the company focussed on the following goals:

  • Reduce vendors, simplify technology structure, deploy a flexible, reliable and scalable solution
  • Implement contact centre where required and leverage IVR and reporting capabilities
  • Support multiple channels / devices through ‘best of breed’ technology
  • Rollout consolidated and centralised unified communications solution to the branches
  • Add intelligence to call routing in the branches and manage this internally
  • Provide consolidated quality management and customer experience monitoring to all calls

“Cisco has provided a transformation complimented by BrightCloud’s technical ability to make things happen.”

Matt Delargy, Head of Sales at BrightCloud

The Solution

Arnold Clark needed a scalable, reliable, customer-focused platform to enable an engaging customer experience that operated across multiple channels of communication. In order to deliver the required transformation, against their aggressive timescales, they also needed a partner who could drive the project forward. BrightCloud are proud to have been selected alongside Cisco as the vendor and partner of choice, to deliver the solution to Arnold Clark.

It was key for Arnold Clark that their customer engagement platform would provide a complete digital transformation to both business and customer, enabling a full omni-channel experience. Businesses must now provide a seamless customer experience that is continuous and universal, regardless of channel or device. Modern consumers have more control over their engagement with a company – in a branch, on a website or app, or through social media. In order to deliver a true omni-channel experience, the consumer’s experience must be consistent and complementary across all channels. With these expectations in mind, Arnold Clark selected Gartner Magic Quadrant Leader Cisco to provide the full Customer Experience Solution suite for their business, and multiple Cisco award-winning partner BrightCloud to deliver.

“Applying the best of our knowledge and intelligence to deliver a complex, challenging solution, didn’t come with a single player but with a team-work effort, and in true partnership with Arnold Clark”

Meena Anton, Senior Contact Centre Consultant at BrightCloud

The full suite includes:

The Results

In migrating successfully to the Cisco solution, the various departments and services benefitted dramatically from improved efficiency in demand management; in the cases of both the Rental and Parts departments seeing instant and significant call retention and revenue increase. This is aligned to a number of factors around the basics of customer management and visibility; recognising where calls were previous abandoned, and now demand managing them via intelligent call queue management, and call backs.

In addition to the core customer services, Arnold Clark utilise the Cisco Packaged Contact Center  Enterprise (PCCE) as a routing solution to their branch network. In an ongoing deployment through 2019, and 2020 a total of; 176 branches are being rolled out onto the solution, all calls are pre-routed via the contact centre, and self managed via the CCBox Contact Centre Management Portal. When complete, the branch network will consist of 176 Branches, in the region of 6000 Agents and 8000 direct numbers. Within the branch network, a number of benefits have been realised >

Call Recording and Quality Management (QM):

Roll out of Call Recording and QM across all of the branches enabled a fully integrated, measured and harmonised experience for all of the workforce. Delivering QM to all 6000 branch agents is based on innovative licensing practises that remove the necessity to fully license every user whilst enabling the number of sessions recorded, QM sessions managed, and devices monitored to provide the flexibility required to meet the end customer need. This delivered a saving in licensing alone over the contract term.

Marketing Routing System:

In order that inbound lines can be managed effectively, from source direct number to branch and agent, Arnold Clark utilise the CCBox MRS tool. This allows marketing teams to assign dialled numbers to campaigns, and direct calls to branches whilst logging and controlling the source and destination from a self service portal. By being able to align the dialled numbers and calls, from marketing, through campaign to branch, and then Arnold Clark can use QM to review the quality of the calls from a branch perspective.


Defining the Future

Arnold Clark now has a baseline infrastructure that allows them to lead the charge in digitisation of their industry customer service. Whilst continuing to expand the UC infrastructure to the branch network, recent investment has been made into Artificial Intelligence and Natural Language Processing Bot technology.

In order to provision SMS, and Social Media chat based channels, BrightCloud has delivered the CCBot chat bot as a proxy for all chat communication. All Chat, SMS and Social interactions can be processed through the bot first, reducing agent requirement for workflow-based interactions, whilst also providing a single interface to the call centre. The bot can seamlessly hand over more complex interactions to Agents, who now use the single chat interface for all chat interactions alongside all available ACD functionality for the chat channel, e.g. chat requeue and transfer, reporting, context services, CRM integrations, skills based routing, and post chat survey.

“The team are really happy with the service and support received throughout.”

Michelle Moore, Arnold Clark

BrightCloud Commitment

BrightCloud’s long-term vision allows them to help define the path for Arnold Clark to get to where they want to be, helping to fill in the details and flawlessly execute against the roadmap.

What made this engagement successful from a partner perspective was the relationship BrightCloud forged with the customer: by working closely with the customer, BrightCloud are able to achieve status as a trusted advisor and business partner as well as solutions provider. More importantly, BrightCloud stays involved with the customer, leading conversations about future innovations. From the customer perspective, BrightCloud truly became an extension of their team, providing additional resources and guidance throughout the process, and working together on new opportunities for partnership in the future.

“BrightCloud are up there with our most strategic and important suppliers, and while centralising telephony creates huge benefits and efficiencies, it also puts a huge amount of risk on one platform and one supplier. If BrightCloud keep doing what they’ve done to date, we will have a long and fruitful relationship”

John Brown, Arnold Clark