Case study - telecom industry

Wireless Company | Customer Care | English Language

Wireless giant changes its call center solution providers, sees FCR and saves improve

Summary: A leading U.S. wireless carrier was splitting some of its call volume between call centers in the Philippines, India, Palestine, and Ohio. But with all four providers, First Contact Resolution (FCR) was an issue. About 25% of the time, customers had to recontact our client to resolve their issue. We helped get that figure down to 10% within 7 months.

English language customer care with the carrier's current solution providers was unsuccessful in resolving customer issues and complaints in an efficient, timely way. The client needed to provide a better customer experience to boost customer satisfaction to improve sales and reduce churn.

Pattern-hunting

We gathered data and thoroughly interviewed our client before making recommendations. For example:

  • Were there patterns in the repeated contacts by customers trying to resolve an issue?
  • Were there scripts in use for live chat, and if so could we review them?
  • How were agents communicating during attempts at account saves?
  • Was language a barrier?
  • Which techniques and messaging led to the largest orders?

Focus on First Call Resolution

Callzilla trained agents to take a consultative approach to handling calls, with emphasis on adapting to varying customer needs. We emphasized FCR while implementing a more thoughtful customer approach to increase satisfaction with their in-call experience and provide real solutions.

Aligned incentives with business goals

Too often, incentives for agents and supervisors run counter to customer experience goals. As in other campaigns, we aligned incentives offered to agents and supervisors with campaign key performance indicators.

Prepared for granular analysis

As in other engagements, each mission-critical task had its own line item and was scored individually. Our evaluations were performed on an individual call level basis, agent basis, shift (time of day) basis, program/campaign basis and other variables.

This approach allows us to take data samples and benchmark our performance against the criteria and standards that we agreed on with the client.

Familiarized with dozens of offers

Our client operates in a hyper-competitive environment, and we needed to be familiar with dozens of offers, past and present. We embarked on rigorous training in specific features and benefits of each offer and product we might discuss with shoppers and customers.

Leveraged gamification

We integrated e-learning and gamification into the client's solution to enhance agent engagement. The shared vision was to reinforce team and individual engagement and speed to competency through social collaboration, support from a gamified platform, and ensuring a feeling of recognition.

Rehearsed for spotting opportunities

Callzilla practiced spotting appropriate opportunities for closing sales, upselling, and account saves on the course of diverse interactions. By practicing these kinds of scenarios, we reduce or eliminate the need for scripts. And that frees agents to have natural, trust-building conversations with customers and buyers about their options.

Results

As Callzilla began providing this client with customer care, call conversions improved, average order value rose, upsells increased, and average Customer Satisfaction scores increased.

Specifically:

  • Conversions rose from 30 percent to more than 50 percent
  • Contract renewals shot up from 50 percent to 85 percent
  • Upsells rose from under 15 percent to more than 35 percent
  • FCR rose from under 75 percent to about 90 percent
  • Customer Satisfaction (CSat) among distributors rose from 79 percent to 97 percent

“Callzilla's team is proactive, open and has provided very high quality service from the outset of our program together. The team is very easy to work with, and the diverse programs they handle for us have been very successful. Their agents handle each and every call with professionalism, positioning our brand as we have trained them to."

VP, Customer Care, US Telecom Company


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