International Telecommunication Company
Background
The international Telecommunications Company provides services that cover fixed and mobile telephony, broadband, 3G services and also data storage mostly to the European market. With this broad product portfolio, the company has a significant market share in different Central European countries and is further expanding its operations to Eastern European markets.
Due to the increasing market saturation predominantly in the European region, the organization had to find a way to retain their existing customer base and at the same time attract new customers. Thus the company is able to create a competitive edge over their competitors and keep their current market leader position.
Key Objectives
In the Telecommunications industry, Customer Service is one of the main differentiators in the market and the company realized that the optimization and automation of its services will give them a competitive advantage. The specific objectives were:
- Increase Accessibility of Customer Service
- Reduce Inbound Calls significantly
- Drive users to Web (Chat) as first channel of contact
- Cut costs through optimization and automation of services
- Improve number of problems solved with single contact
- Provide 24/7 service to customers
- Increase Customer Satisfaction
The Solution
Working together closely with in-house teams, a 10-month initial project was established to achieve the objectives. The project was designed to focus on two key areas:
- Reduce number of inbound calls in the initial period by routing customers from more expensive (Phone) to more cost-efficient channels (Chat).
- Improve Customer Satisfaction by providing better Self-Service solutions and analyzing customer feedback and behavior.
The initial solution was composed as a combination of a Virtual Chat Assistant and an Agent Based Chat. The Virtual Chat Assistant was designed with a fresh and young personality, providing helpful and accurate answers for all business areas from mobile and fixed telephony to broadband and TV. The solution additionally included a hand-over to agents dealing with issues in these specific areas that could not be solved with the initial knowledge base.
Initial Conclusions
The initial project was extremely successful and led to a full deployment to further improve Customer Service and reduce service costs. The project could by far surpass reducing 100.000 calls for the 10-month period and successfully met the initial objectives. Due to these positive achievements the company is currently discussing plans to implement the Email Management System (EMS) as further step of the CSO concept. Moreover the huge opportunities of cutting costs and improving services with an expansion to further European markets is also under consideration.
Key Results
- > 100.000 reduction of inbound calls in the initial period.
- > 350.000 customer contacts handled in the initial period.
- > 90% of customer issues solved in first contact.
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