Boon Rawd Supply Chain Co., Ltd. (BRS), a subsidiary of Thailand’s largest and most historic brewery, Boon Rawd Brewery Co., Ltd., faced challenges in managing high call volumes and providing efficient customer service across its extensive distribution network. BRS required a flexible, scalable, and futureproof contact center solution to
support its operations across more than 50 affiliated companies, handling millions of transactions annually. BRS transformed its contact center capabilities by partnering with NICE and implementing CXone Mpower, enhancing agent performance, improving call handling efficiency, and boosting customer satisfaction. CXone Mpower has empowered BRS to meet evolving customer expectations while aligning with its strategic goals for operational excellence.
01 THE BEFORE
Adapting to an Increasingly Complex Environment
BRS is a dynamic logistics operator responsible for extensive distribution across Thailand, including fulfilling more than 5.15 million orders annually and managing complex, multi-channel customer interactions. It services more than 1,000 wholesalers and 14,000 retailers with operations that include transportation, warehousing, and inventory management. BRS’s aging on-premises contact center solution struggled to support the growing complexity of Thailand’s consumer goods market, causing increased average handling times and difficulty in adapting to changing customer preferences, such as the shift towards non-voice interactions.
A lack of integration with digital platforms and limited flexibility also hindered agents’ efficiency and the company’s ability to maintain high service levels. BRS needed to modernize its contact center operations with a robust, mobile, and scalable solution to better serve customers and enhance operational resilience. Additionally, BRS required a solution that could meet its broad and diverse operational needs as a multifaceted business, supporting a wide range of interaction types and handling high volumes efficiently.
02 DESIRE TO CHANGE
Driving the Need for Efficiency and Resilience
BRS conducted a comprehensive search for a solution that would meet its current operational requirements and adapt to future business demands. BRS selected NICE CXone Mpower after a thorough evaluation of leading market solutions, prioritizing its capacity to address BRS’s needs as a business process outsourcing (BPO) organization. BRS identified CXone Mpower as the ideal solution for its advanced AI-powered features, flexible omnichannel capabilities, and reputation as a market leader in the Gartner Magic Quadrant. CXone Mpower’s proven ability to improve customer experience and operational efficiency also aligned with BRS’s strategic goals for delivering exceptional service quality and achieving greater agility.
“BRS’s journey with NICE CXone Mpower has transformed our contact center operations and truly empowered our team. The ability to manage everything from one platform while delivering consistent, high-quality service across channels is invaluable. This collaboration with NICE supports our commitment to operational excellence and positions us for continued growth in a rapidly evolving market.”
THANAWAT THAIYOO
CUSTOMER SERVICES AND SUPPORTS DIRECTOR BOON RAWD SUPPLY CHAIN CO., LTD.
03 THE SOLUTION
Streamlining Contact Center Operations with Advanced Self-Service and Omnichannel Support
NICE CXone Mpower gives BRS access to a comprehensive suite of tools to streamline contact center operations and enhance customer engagement. NICE worked directly with BRS on the implementation, providing BRS with tailored, long-term support. The phased rollout included voice and non-voice channels, automated call distribution, and interactive voice response capabilities, alongside customer relationship management ticket creation, voice and screen recording, and knowledge management integration.
CXone Mpower’s omnichannel support lets BRS unify multiple customer interaction channels into a single platform, creating a seamless experience for both agents and customers. Agents can now handle inquiries through social media, online platforms, and more, all from one interface, significantly improving service quality and leading to faster resolution times and improved service quality. The platform’s real-time interaction guidance and automated notetaking features have also been instrumental
in reducing call times and enhancing agent productivity.
CXone Mpower’s proven ability to improve the service experience and enhance operational efficiency in tandem resonated strongly with BRS’s goals and emphasis on both customer and employee satisfaction. CXone Mpower’s self-service functionality delivers another key advantage, empowering BRS’s team to configure and manage operational tasks independently without relying on external technical support, such as adjusting workforce schedules to match call volume fluctuations.
04 THE RESULTS
Achieving Operational Excellence and Customer Satisfaction
BRS has reported significant improvements in key performance metrics since deploying NICE CXone Mpower. AHT has decreased by 13.51%, while first-call resolution has increased by 3.5% with agents delivering faster and more accurate responses. Enhanced engagement and productivity have also led to a 28% increase in staff engagement and a 25% reduction in attrition, resulting in attrition rates of lower than 10%, signifying a more motivated workforce aligned with business goals.
Customer satisfaction has improved by 2.84% at the same time, reflecting the positive impact of CXone Mpower’s assistive AI features on agent performance. The platform’s robust uptime of 99.96% also delivers service continuity, critical for maintaining high standards in customer service. Additionally, callback duration has been reduced by 29%, highlighting the efficiency gains achieved through automated features and seamless workflow integration. The system has also enhanced BRS’s operational capabilities by facilitating the handling of workload fluctuations of up to 400% without impacting workforce management.
BRS’s improved performance has earned multiple industry accolades, including the Contact Center Association of Asia Pacific (CC-APAC) award for Best Contact Center Employee Engagement in 2024, underscoring its achievements in both customer and employee satisfaction. BRS also received three awards from Thai Contact Centre Trade Association (TCCTA) which include the Gold Award in the Best Employee Engagement Contact Center category.
05 THE FUTURE
Building On Success and Preparing for Growth
BRS is well-positioned to navigate future challenges and expand its service capabilities to meet evolving market needs. Plans to integrate advanced analytics and robotic process automation (RPA) are already underway to enhance productivity, improve forecasting, and support proactive resource management. BRS is also exploring NICE’s Quality Management features, which will introduce advanced reporting and quality assurance functionalities to support in-depth agent training and continuous improvement.
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Boon Rawd Supply Chain Co., Ltd. is a subsidiary of Boon Rawd Brewery Co., Ltd., Thailand’s largest and most historic brewery, supporting more than 138,000 customers globally.
