KAR Auction Services have revealed an all-new customer experience center of operational excellence that will simplify how customers interact and transact with the company while improving user digital experience.

The center will be led by KAR veteran Keith Crerar, SVP and head of customer experience, who will assist in aligning core competencies from across the KAR portfolio of companies in the areas of customer support, logistics, assurance, and titles, payment and funding.

“As a marketplace company, customers are at the center of everything we do at KAR,” said Peter Kelly, president of KAR Global. “Buyers and sellers expect a positive experience every time they transact or interact with us—and that’s what we aim to deliver. By unifying our operational teams and modernizing our customer-facing processes, we can mitigate some of the historical friction points in our industry while saving our customers valuable time and energy.”

Adding to KAR’s digital solutions is the recently announced ADESA and TradeRev integration, and connecting customers to both platforms with new single sign-on technology.

“As the shift to digital has accelerated over the last several months, we really listened to our customers about what they needed to be successful in a virtual world,” said Tom Fisher, EVP and chief digital officer of KAR. “We took all of that feedback and used it to formulate our refreshed CX strategy. Our team has the tools to enhance our support systems, logistics networks, arbitration procedures and vehicle title processes irrespective of where or how a customer purchases from KAR’s many marketplaces—whether online or at the auction.”

Additionally, the development of internal technology will provide customers with a unified contact center and support service with the data, customer history and operational insights to answer questions about transactions across KAR’s marketplaces or resolve issues should they arise.

“Alignment within our other functional areas is also underway and accelerating. We want dealers to know that when you transact with ADESA, TradeRev or any KAR brands, you can count on the fastest, most dedicated and most personalized service in the industry,” said Crerar.