A truly multi-channel contact center to increase customer satisfaction

Abdullah Abdulghani & Bros. Co. W.L.L (AAB), the exclusive dealer of Toyota and Lexus in Qatar and the leader on the market, decided to build a truly multichannel contact center to provide call center department with a unified, fully integrated platform and thus increase hand in hand the service quality and customer satisfaction.

Objectives, challenges & opportunities

  • Support company transformation by implementing multichannel communication platform.
  • To provide call center department with a simple way to provide a One-Stop shop for all customers.
  • Coordinate expertise and resources across distributed functions and locations.

Why SAP?

  • A unified, fully integrated platform covering customer requirements.
  • End-to-end process integration with existing SAP CRM and SAP BW systems.


  • Increase of Call Center service quality and agents efficiency as a result of seamless system integration – single application, single database and advanced tools like skills management and multichannel communication.
  • Reduced number of lost calls and improved incoming call management.
  • Maximum utilization and distribution of contact center personnel.
  • Efficient outgoing campaign management using automated call list generation and advanced process management tools.

Solution benefits

  • 360 degrees of customer overview achieved.
  • 15% reduction on customers’ complaints.
  • From 1 to 4 increasing number of unified communication channels.
  • 95% reduction on campaign preparation time.
  • 3 months to implement the first phase of the project.
  • 15% decrease of inbound calls waiting time.


About the customer

Abdullah Abdulghani & Bros. Co. W.L.L (AAB) is a progressive and diversified business group in the automotive industry, based in Qatar. It was founded in the year 1958 by one of Qatar's pioneering business families and today it has more than 3,000 employees from 33 different countries. AAB is an exclusive dealer of Toyota and Lexus. The company is highly driven by a commitment to customer service excellence. 

Deployment of the SAP Contact Center at Abdullah Abdulghani & Bros. Co. W.L.L | con4PAS

SAP CCtr implementation

We, as the leader on the market fully understand, that in serving our customers we need to go beyond a traditional relationship, and we need to be closer to our customers. Building a truly multichannel contact center is a part of a strategic initiative of our company to continuously increase customer satisfaction.

Alexious Mulemba, Director Information Technology, AAB & Bros. Co.
Contact Center