From Process Digitization to Flawless Service: Central Asian Automotive Leader Astana Motors Achieves Excellence with Creatio

Since 1992, Astana Motors has been a key player in central Asian automotive industry, encompassing retail and service sectors. The company operates two manufacturing plants producing both passenger and commercial vehicles. As the official distributor in Kazakhstan, Astana Motors represents prestigious brands including Hyundai, Subaru, BMW, MINI, Jaguar, and Land Rover, among others. Additionally, the company serves as an authorized dealer for Toyota and Lexus.

As one of the largest companies in Kazakhstan, Astana Motors not only produces and sells vehicles but also provides a comprehensive range of services, spare parts, and related products. With the company's continued expansion, supported by a large workforce and an extensive network of dealership centers, the need for digital transformation became increasingly evident.

Initially, Astana Motors introduced various digital tools across its departments to boost efficiency. While yielding some benefits, this approach also resulted in a fragmented digital landscape. The company grappled with siloed systems, inconsistent data management, and a need for consolidated analytics. Manual processes still dominated, particularly in document management, leading to a complex and often confusing business environment. These inefficiencies began to impact customer relationships and order processing, ultimately resulting in customer attrition.

The turning point in Astana Motors' digitalization journey came with the decision to unify all key processes on the Creatio no-code platform. This large-scale project was implemented with Creatio's 'partner, Banza, and revolutionized operations across the entire dealership network. The Creatio platform now serves as a centralized repository for all customer, supplier, and employee data. It streamlines various functions, including vehicle catalog management, sales process automation, lead management, test drive planning, and contact center operations. This holistic approach to digitalization has enhanced service delivery for customers and employees and positioned Astana Motors at the forefront of the digital revolution in Kazakhstan.

Astana Motors manages a high volume of documents, each requiring a complex multi-stage approval process. Some documents require preparation, expert review, and up to 15 approval stages, with the list of authorized signatories varying based on specific conditions. This complexity often led to delays, with documents getting stuck at various stages or occasionally being lost in the process.

The implementation of electronic document management allowed Astana Motors to:

Before implementing Creatio, contract approvals could take up to 2-3 months and required paper copies. Now, all approval stages are completed digitally, reducing the average time to just 2-3 days. The system efficiently manages a wide range of documents, including contracts with customers and suppliers, invoices, memos, and various employee requests. Creatio enables Astana Motors to process approximately 220,000 documents annually, a number that continues to grow.

To facilitate rapid scaling, Banza's team developed a universal approval module, allowing Astana Motors to easily incorporate new document types into the process, including reconciliation acts, work completion acts, protocols, and other custom documents. The system even accommodates sales approvals for non-standard customer discounts.

With the no-code architecture, the system automatically builds approval routes for new documents, with all responsible parties receiving necessary notifications. If a route requires modification, changes can be made "on the fly."

Thanks to the Creatio platform and its integrations with state services, Astana Motors has streamlined the process of generating sales contracts for customers, automating the creation of over 60 standard contract types for individuals. These contracts can now be signed online using a digital signature, greatly simplifying document preparation and speeding up the signing process.

Previously, a typical sales contract consisted of four copies totaling 96 pages, each requiring signatures and stamps from both the client and Astana Motors—a process that was time-consuming and cumbersome. Now, document preparation is completed with just two clicks, while signing requires only three taps in the client's mobile app and a single QR scan from the dealer, dramatically enhancing efficiency.

The next phase of the large-scale automation project involved establishing an omnichannel contact center. Astana Motors launched an in-house contact center staffed with 40 operators to enhance customer service quality. Equipped with a multifunctional single window in Creatio, they are transitioning away from reliance on outsourcing. The new users were quickly trained, and the department became fully operational within a month. The operators’ workspace is designed to manage incoming and outgoing calls, handle messaging platforms, log inquiries and complaints, register leads with optimized distribution logic across dealership centers, and conduct NPS assessments.

Additionally, automation has enabled the contact center to operate 24/7, ensuring continuous customer communication. An AI-powered chatbot handles common inquiries, providing immediate responses. For more complex comments or complaints, clients can reach the center through any channel or simply scan a QR code at the dealership to send a message directly from their smartphone. This system ensures that all inquiries are promptly recorded and accessible to the relevant employees, including management, for swift resolution.

A detailed history of communications with clients is available to all Astana Motors departments within the configured access rights, allowing not only a holistic view of the commercial department's work but also effective customer lifecycle management. Using no-code tools in Creatio, all stages of interaction with potential buyers are automated — from the first acquaintance to contract signing, vehicle purchase , and a service quality survey.

The automotive industry's business specifics require a personalized approach to each client, so Astana Motors pays special attention to precise and timely communications to engage the audience.

Creatio helps marketing staff segment the audience, budget campaigns, plan event preparation and dealer conferences, conduct newsletters via WhatsApp Business or Email, and track participant responses. The unified platform allows the creation of target segments considering the complete interaction history, and user-friendly no-code tools enable the creation of personalized campaigns of any complexity.

Astana Motors, recognizing its people as its greatest asset, has also utilized Creatio to revolutionize its internal operations. The no-code platform has become instrumental in advancing the company's HR processes, recruitment strategies, and IT services, significantly enhancing efficiency and productivity across the organization.

This comprehensive approach ensures that Astana Motors can effectively manage its growth while maintaining high standards in personnel management and internal services.