Stating that it will align core competencies from across its portfolio of companies in the areas of customer support, logistics, assurance, and titles, payment and funding, KAR Global said Thursday it has created a “customer experience center of operational excellence.”

The company said the center will simplify how customers interact and transact with the company. It will also result in a more consistent and convenient experience.

KAR also named the leader of the center: company veteran Keith Crerar, who is senior vice president and head of customer experience.

Creation of the center will “further optimize the digital buyer and seller journey,” KAR said.

The company said the recently announced ADESA and TradeRev integration adds to its digital services. The integration connects customers to both platforms with new single sign-on technology.

KAR said that customers through its digital marketplace services gain greater access to diverse inventory beyond their local markets. Through KAR’s unified approach, customers will see a modernized landing page. On that page, they can search, filter, bid and buy, which the company says creates continuity and a consistent experience across KAR’s marketplaces.

The strategic alignments will provide a quick and easy overall experience for KAR customers, the company said. That experience will be faster and easier in areas such registering as a new dealer, previewing inventory and run lists, and checking out, financing and transporting vehicles.

Also with the development of internal technology, customers will gain a unified contact center and support service with the data, customer history and operational insights to answer questions about transactions across KAR’s marketplaces. The technology could also help customers resolve additional issues that arise.

KAR president Peter Kelly said KAR is a “marketplace company,” and customers are at the center of everything the company does.

“Buyers and sellers expect a positive experience every time they transact or interact with us — and that’s what we aim to deliver,” Kelly said in a news release.

Kelly continued, “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.”

KAR executive vice president and chief digital officer Tom Fisher said that with the accelerated shift to digital over the past several months, the company listened to customers about “what they needed to be successful in a virtual world.”

 “We took all of that feedback and used it to formulate our refreshed CX strategy,” Fisher said.

Fisher continued, “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.”

Crerar added, “We’ve already successfully calibrated our arbitration and assurance processes throughout KAR’s digital marketplaces, with 100% of procedures now consistent across any of our marketplaces."

Crerar continued, “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. That’s our goal, and that’s our commitment.”