We Turned Technical Support into a Competitive Advantage
At Cangini Benne, a European leader in the production of equipment for earthmoving machines, we have always been recognized for the reliability of our products and our ongoing pursuit of innovative solutions — not only in technological development, but also in the services we provide to our customers.
As our CEO, Davide Cangini, states:
“Product quality has always been a top priority for us, but today the level of service is just as crucial to remain competitive. Manufacturing high-end equipment is no longer enough: it’s essential to also guarantee fast, precise, and effective support.”
With this awareness, we embarked on a structured journey to strengthen our Technical Support Service, with a clear goal in mind: providing prompt and effective solutions to our customers.
Even though our organization was already well-structured, we encountered the common challenges faced by those offering highly technical solutions to a broad and diverse market. Our customers have very different levels of experience, and requests for technical and application support were becoming increasingly frequent.
Handling these requests was becoming burdensome, both in terms of time and resources. That’s why we decided to take bold action, rethinking our processes and investing in new skills, digital tools, and training.
Today, Technical Support is one of our main strengths.
Thanks to a dedicated, highly qualified, and continuously trained team, we can guarantee fast, accurate, and customer-oriented support—wherever our clients are.
For us, delivering excellent service means being present, responsive, and reliable throughout every phase of the customer relationship. And that’s exactly what sets us apart in the market: the ability to build trust, day after day.
The Starting Point
The first step was to gain a clear understanding of the situation, analyze every aspect of it, and ultimately arrive at a solution that was not only valid, but also solid and replicable—eventually making it systematic over time.
What immediately emerged was the difficulty in estimating the daily workload of the department: the number of open cases, how long they had been active, and their urgency levels were all unclear. The first issue, therefore, was the lack of visibility: the only certainty was the sheer volume of work that demanded considerable management time.
The investigation to identify the root causes highlighted both the efficiency and expertise of the technical staff, and at the same time, revealed the excessive fragmentation in how support requests were handled.
The Process
Looking at the process, it was clear that once a customer reported an issue, a dialogue would begin to better understand the problem—often involving images or videos of the context and the product.
To keep track of this material, a folder was created on a server for each case, serving as both a repository of content and a history of the correspondence.
With this information, the team would then find a solution and communicate it to the customer—ranging from a step-by-step guide to solve the issue independently, to sending spare parts, replacing the product, or arranging a return for in-house repair.
Individual requests often involved multiple departments: support had to consult with the technical office, production, or sales to investigate the issue. This triggered multi-level, multi-step exchanges via emails, phone calls, messages, or face-to-face conversations to reach a solution.
This multi-channel communication led to confusion and delays, making it difficult to track the actual status of each request.
The Intervention
The solution was the introduction of a dedicated portal: the Help Center, where customers can submit requests by filling out all the necessary fields (Product, Code, Serial Number, Case, Problem, etc.) for proper handling.
“With the new portal, all requests are collected in one centralized platform, making management more efficient. We’ve reduced the time wasted searching for information and improved internal and external communication.
Furthermore, tickets have replaced our former quality archive, which was previously managed via an Access database. Now we have a complete history in a single platform, significantly improving traceability.
Even reporting, which was previously done manually, is now fully automated—allowing faster and more accurate performance monitoring,” explains Luca Donati, Service Manager.
The starting point of this new journey is inviting customers in need of support to register on the portal and then fill out the relevant fields: product, code, issue, and any images or videos for better clarity.
The next step involves the service team reviewing the customer’s submission, conducting an initial analysis, and involving other departments if needed. In this case, the respective department receives a notification via the portal and can access all available information to resolve the issue.
Every step of the request is recorded, and the status is updated in real time. This allows a clear view of all open cases and the actual daily workload of the departments involved.
“The adoption of the Help Center allows us to manage customer requests in a more efficient and structured way.
The portal lets us monitor tickets in real time, ensuring transparent and traceable management that strengthens customer trust and improves our service. We also have constant oversight of our team’s workload,”
continues Luca Donati.
Once a request is resolved, all related information remains stored and accessible. Moreover, this data can be analyzed in depth to examine recurring issues and product-related challenges, helping us refine business processes in a continuous improvement framework.
Conclusion
The introduction of the Help Center has brought a wide range of valuable benefits:
- Centralized information gathering in a single portal
- Real-time updates and continuous tracking
- Data aggregation for quality analysis and historical records
- Full control of every aspect of request management (materials, personnel, timeline)
- Significant time savings across the entire process
- Increasing customer satisfaction, directly proportional to improved efficiency (speed, consistency, elimination of waste, service regularity)
Two years after the Help Center’s launch, our Technical Support Department has become a key strength of the company.
“The implementation of the Help Center has led to outstanding results. The average resolution time has drastically decreased, and above all, customer satisfaction indicators are extremely positive.
The system allows us to be more proactive and respond quickly to customer needs, significantly improving their experience with Cangini Benne.
Beyond the service we offer, the added value for the company lies in the valuable data set we’re building based on real market feedback, enabling targeted actions grounded in objective data.
Finally, we are now able to define clear and measurable goals—the foundation of every successful organization,”
concludes Davide Cangini.