About New Holland Rochester
New Holland Rochester is a farm equipment dealership with six locations throughout Indiana, United States. Led by CEO Jesse Straeter, the company has 70 employees who use Gorgias Voice to handle customer inquiries over the phone.
As a B2B business in the farm industry, New Holland Rochester’s customers prefer to talk on the phone for support due to the complex and time-sensitive nature of their inquiries. With highly technical machinery, the phone is the most effective channel to ensure a seamless, responsive, and customer-focused experience.
The Challenge: Overhauling a fragmented phone system that hindered efficiency and response times
With 90% of customer communication happening over the phone, New Holland Rochester needed a user-friendly system to ensure fast response and resolution times.
The company receives nearly 150 calls daily about troubleshooting equipment issues, scheduling service appointments, inquiring about repair parts, and exploring potential equipment purchases. These conversations involve detailed, back-and-forth discussions, often with separate team members, making centralized call records essential.
Unlike email or texting, which can be cumbersome for such in-depth exchanges, phone calls provide the immediacy and clarity that customers need. On the other hand, social media channels lack the professionalism and practicality required for these technical and time-sensitive conversations.
As a result, New Holland Rochester prioritized phone support from the start.
However, New Holland Rochester’s former phone system caused two main challenges:
- Poor integration across channels
- SMS and phone call record-keeping issues
Channel integration challenges
New Holland Rochester’s previous phone system lacked channel integration and couldn’t consolidate conversations into single customer tickets, creating workflow inefficiencies. Team members had to manually write notes or verbally relay information to one another, leading to delays, miscommunication, and missed details.
Manually relaying information about each customer call wasted time for New Holland Rochester, especially with a large 70-person team dispersed across 6 locations. The team had to track down agents with the necessary context, and managers had to delegate follow-ups, with all the pertinent background information, to team members via email instead of sending an internal note on a ticket.
SMS and phone call record-keeping challenges
The former phone system also depended on team members to use their personal mobile phones to text customers. While on a support call, it’s common for customers to send photos of a specific part or piece of equipment to clarify the issue. Without an official SMS system integrated with the phone system, these text chains were not recorded within the customer’s history.
“Before Gorgias, customers couldn’t text us through an official business number—they were just messaging individual cell phones,” Jesse tells us. “This caused two issues: agents didn’t want to use their personal cell phones for work-related calls, and we didn’t have a system to track that call history within the company.”
The former system’s lack of consolidation, call recordings, and transcription led to agents wasting time searching notes, re-coordinating, or asking customers to repeat issues, increasing frustration.
The Solution: Implementing Gorgias Voice as an all-in-one solution to increase productivity and reduce costs
New Holland Rochester switched to Gorgias Support Suite, leveraging Gorgias Voice for all incoming customer support calls.
The team rely on Gorgias Voice to manage shoppers’ requests across its six phone numbers for each location. Gorgias’s all-in-one platform centralizes channels like phone, SMS, and email, bringing all New Holland Rochester’s customer interactions into one place. This saves the team valuable time and gives greater visibility into important metrics for tracking performance.
“Having all our tickets centralized in Gorgias, whether from calls, emails, or SMS, lets us manage customer history seamlessly and deliver better service."
—Jesse Straeter, CEO of New Holland Rochester
New Holland Rochester’s team tracks any missed calls on Gorgias's live Voice analytics dashboard, significantly decreasing the number of missed calls. This minimizes the risk of losing sales opportunities, ensures no customer needs or inquiries are left unanswered, and boosts customer satisfaction overall.
For New Holland Rochester, three main Gorgias Voice features make the most impact:
- Customer ticket views
- Call transcripts and summaries
- Ticket-based pricing
Consolidated ticket views of prior communications
Before Gorgias, customers had to re-explain issues when calling back and speaking to a different agent, increasing resolution times and customer frustration.
Now, with Gorgias Voice, agents can instantly review detailed notes and call transcripts from prior interactions within the customer’s profile while on the phone with the customer. This level of personalization builds customer confidence, increasing their overall satisfaction and likelihood of a repeat purchase.
Call transcripts and summaries improve internal workflows
Gorgias Voice includes transcription and summarization features, displayed directly within the ticket to save time and avoid handovers. These features unlock significant operational efficiency gains for New Holland Rochester since they reduce the need to listen to call recordings or ask customers for additional information.
“The call transcription feature is phenomenal. It saves us so much time, allowing us to quickly understand what a call was about without listening to lengthy recordings."
—Jesse Straeter, CEO of New Holland Rochester
Since implementing call transcriptions in September 2024, New Holland Rochester has eliminated the need for typing detailed notes about the content of a phone call into the ticket on at least 75% of phone call tickets. This lets agents focus on listening, understanding, and resolving customer inquiries instead of jotting down details.
The transcriptions also create a better customer experience where the agent is instantly up-to-speed.
Jesse explains a common pain point their team used to experience, “There are so many times when I'm talking to someone, and they're referring to a prior conversation. Initially, I don't even know who the person is, let alone that specific scenario they're talking about because it's from weeks or a month ago.”
“Now, I can refer to a customer’s specific call history while we're on the phone. I can look at my notes and transcript and instantly know who the person is, what they're referring to, how we left things, and what they need.”
—Jesse Straeter, CEO of New Holland Rochester
Ticket-based pricing model better aligns than agent-based alternatives
As one of the leading farm equipment dealerships, New Holland Rochester has a large customer service team that handles complex technical issues, sometimes requiring lengthy phone calls to troubleshoot an issue completely. This is why Gorgias’s ticket-based pricing model is much more advantageous for them than agent-based or time-based alternatives.
With Gorgias Voice, New Holland Rochester benefits from predictable and scalable pricing that offers:
- Unlimited talk time
- Unlimited number of agents
- Unlimited phone numbers
Jesse describes Gorgias Voice as “an affordable, comprehensive solution” that best fits their needs. Given that New Holland Rochester has six locations with six different phone numbers, the fact that Gorgias does not charge extra fees for additional phone numbers was another selling point.
"Gorgias' Voice ticket-based pricing model aligned more with our usage than agent-based alternatives. It made it a no-brainer for us."
—Jesse Straeter, CEO of New Holland Rochester
The Results: Increased productivity, higher customer satisfaction, and lower costs
Gorgias Voice transformed New Holland Rochester’s customer service by centralizing communication in an all-in-one platform. This boosts team productivity and improves shopper satisfaction, all while providing a cost-efficient, scalable solution tailored to their multi-location business needs.
Since implementing Gorgias Voice, the team saw:
- Significant reductions in resolution time and first response time, placing them in the top 10% of Gorgias users—5 times faster than the average merchant
- Better tracking ensuring no missed calls get lost
- A reduction in manual call note-taking for 75% of tickets
“Gorgias Voice solution has been a game-changer for us in managing customer interactions.”
—Jesse Straeter, CEO of New Holland Rochester
Learn more about how Gorgias Voice can transform your customer phone support.
