Using Analytics to Drive Transformation Strategies

Using Analytics to Drive Transformation Strategies

How Analytics is Redefining the Contact Centre Industry29 August 2016

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From Pain to Gain

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From Pain to Gain


Our R.A.P.I.D response team consists of Business Analysts, Data Scientists (PHDs), Subject Matter Experts, Certified COPC, ITIL and PRINCE II practitioners

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Improve service delivery and focus efforts on enhancing the

customer experienceInteraction Analytics Insights

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BPO CAPE TOWN | Client X | FCR CORRELATION WITH NPS AND AHT

Positive Correlation noted for Overall NPS vs. FCR, i.e. an increase in FCR will result in an increase in

NPS

Increased AHT observed for nFCR (non First Call Resolution)



SUMMARY OF WHAT WE DID

What we did • A statistically valid, random voice recording interaction sample of the Client X Estate was analysed to complete the Interaction Analytics through the Pivotal Genii application. This resulted in a +/-5% Precision Rate (95% Confidence Interval)

• Date Range for Assessment: 1 September – 14 October 2015

• The primary focus was to identify causal factors affecting resolution and efficiency (both upstream & downstream) that would drive improvements in NPS, FCR, Repeats and Handle Time.

• A comprehensive analysis of critical attributes impacting Customer Satisfaction, Business Efficiencies (incl. Call Drivers) and Expression of Dissatisfaction was completed



ISSUE RESOLUTION | CAUSAL FACTORS *The purpose of this drilldown is to identify systemic causal

factors impacting Issue Resolution

Opportunity to improve FCR with up to ~18% by reducing

Transfers

Opportunity to improve FCR with up to ~4% by resolving

Tool / System Limitations

Opportunity to improve FCR with up to ~12% by reviewing

Customer Limitations

Take Note: All Lift Opportunities are based on a +/-5%

Precision Rate (Margin of Error) and is

assumed if ALL defects / failure points are

resolved

d



ISSUE RESOLUTION | ADVISOR & NON ADVISOR CONTROLLABLE | DRILL DOWN

Non Advisor Controllable Lift Opportunities

Advisor Controllable Lift Opportunities



ISSUE RESOLUTION | NON ADVISOR CONTROLLABLE | COMPANY PROCESS LIMITATION | TRANSFER REQUIRED DRILLDOWN



ISSUE RESOLUTION | NON ADVISOR CONTROLLABLE | COMPANY PROCESS LIMITATION | FURTHER ESCALATION / FOLLOW-UP REQUIRED DRILLDOWN



Output Metric: Causal Factor 1: Causal Factor 2: Causal Factor 3: Key Call Drivers:(in order of priority / volume)

Lift: Metric Impact: Increase / Decrease:

Issue Resolution Policy / Procedure / Process Limitation

Company Process / Policy Limitation

Transfer Required Cancellation Enquiry, Upgrade Query, Account Balance Enquiry, Insurance Enquiry, Data Bundle Enquiry

18% FCR / CSAT

Issue Resolution Customer Limitation

Customer to take Next Steps to Resolve

Activation Deactivation Enquiry, Payment Arrangement, Account Balance Enquiry, Upgrade Query, Locking/Unlocking

12% FCR / CSAT

Issue Resolution Policy / Procedure / Process Limitation

Company Process / Policy Limitation

Further Escalation / Follow-Up Required

Account Balance Enquiry, Activation Deactivation Enquiry, Billing Enquiry, Cancellation Enquiry, Change Account Details

5% FCR / CSAT

Issue Resolution Technical / System / Tool Limitations

Technical Limitation

Activation Deactivation Enquiry, Payment Arrangement, Account Balance Enquiry, Cancellation Enquiry, Change Account Details

4% FCR / CSAT

Issue Resolution Technical / System / Tool Limitations

Tool / System Issues

Payment Arrangement, Account Balance Enquiry, Cancellation Enquiry, Activation Deactivation Enquiry, Data Bundle Enquiry

3% FCR / CSAT

ISSUE RESOLUTION | TOP 5 NON ADVISOR CONTROLLABLE LIFT OPPORTUNITIES

Metric Impact Indicator: p FCR/CSAT


Identify opportunities to proactively reduce calls, drive efficiencies and

reduce costsUsing Analytics to Improve Profitability



REPEAT CALL OCCURRED | CAUSAL FACTORS

Opportunity to reduce Repeat Calls with up to ~5%

by reviewing Company Policy / Process Limitations

Opportunity to reduce Repeat Calls with up to ~4%

by reinforcing behaviour with regards to keeping

promises made to customers

*The purpose of this drilldown is to identify systemic causal factors related to why Repeat

Calls Occurred

d



REPEAT CALL OCCURRED | ADVISOR & NON ADVISOR CONTROLLABLE | DRILLDOWN





REPEAT CALL WILL OCCUR | CAUSAL FACTOR

Opportunity to reduce Repeat Call occurrence with

up to ~16% by reviewing Company Policy / Process

Limitations

Opportunity to reduce Repeat Call occurrence with

up to ~5% by reinforcing behaviour with regards to

advisors setting the correct expectations

*The purpose of this drilldown is to identify systemic causal factors impacting why Repeat

Calls will Occur

d



REPEAT CALL WILL OCCUR | ADVISOR & NON ADVISOR CONTROLLABLE | DRILLDOWN





Output Metric: Causal Factor 1: Key Call Drivers:(in order of priority / volume)


Repeat Call will Occur Company Policy / Process will cause Repeat Call

Payment Arrangement, Account Balance Enquiry, Cancellation Enquiry, Upgrade Query, Activation Deactivation Enquiry

16% REPEATS / FCR / CSAT

Handle Time Concern Process / Policy caused Excessive Handle Time

Activation Deactivation Enquiry, Upgrade Query, Account Balance Enquiry, Payment Arrangement, Cancellation Enquiry

6% HANDLE TIME

Repeat Call Occurred Company Policy/Process caused Repeat Call

Activation Deactivation Enquiry, Payment Arrangement, Cancellation Enquiry, Account Balance Enquiry, Upgrade Query


Repeat Call Occurred Customer re-contacted to change/amend agreement or request

Payment Arrangement, Activation Deactivation Enquiry, Account Balance Enquiry, Data Bundle Enquiry


Repeat Call Occurred Technical / Tool / System Limitations on Previous Contact

Activation Deactivation Enquiry, Payment Arrangement, Change Account Details, Data Bundle Enquiry, Insurance Enquiry


BUSINESS EFFICIENCIES | TOP 5 NON ADVISOR CONTROLLABLE LIFT OPPORTUNITIES

Metric Impact Indicator: q Call Volume



Output Metric: Causal Factor 1: Causal Factor 2: Key Call Drivers:(in order of priority / volume)


Repeat Call will Occur Failed to Set Clear Expectations / Set Unreasonable Expectations

Provided Incomplete / Inaccurate / Misleading Information

Activation Deactivation Enquiry,Payment Arrangement,Data Bundle Enquiry,Account in Arrears,International Roaming Enquiry


Repeat Call Occured Previous Advisor didnt Complete Promised Actions

Promises not kept to Resolve Query

Activation Deactivation Enquiry,Account Balance Enquiry,Payment Arrangement,Change Account Details,Debit Order Enquiry


Repeat Call will Occur Failed to Deliver on Promises Made

Failed to complete Follow-Up action

Account Balance Enquiry,Activation Deactivation Enquiry,Cancellation Enquiry,Change Account Details,Payment Arrangement,System Offline


Repeat Call Occured Previous Advisor followed the Incorrect Process

Recontacting to obtain the same Information

Activation Deactivation Enquiry,Payment Arrangement,Account Balance Enquiry,Debit Order Enquiry,Handset Enquiry


Repeat Call Occured Previous Advisor Provided Incorrect / Misleading Information

Advised of Incorrect Turn Around Times

Activation Deactivation Enquiry,International Roaming Enquiry,Network - Customer Information/Complaint,Upgrade Query


BUSINESS EFFICIENCIES| TOP 5 ADVISOR CONTROLLABLE LIFT OPPORTUNITIES

Metric Impact Indicator: p FCR/CSAT q Repeats


Improving Efficiencies, Focus on Handling Time using Text Analytics

CEX Analytics



DETRACTOR VERBATIM FAILURE DISTRIBUTION | CONTROLLABLE VS. NON CONTROLLABLE

*The purpose of the Pareto Charts is to

indicate the highest occurring failures or failure distribution of

detractor Output Metrics by Controllable

or Non Controllable Business Streams



ISSUE RESOLUTION DETRACTOR VERBATIMS TRENDS (CONTROLLABLE)

*The Percentage of the Output Metric is

representative of the Output Metric total as

part of the overall Business Stream, i.e.

Issue resolution for the period is representative

of ~25% of all Controllable Defects

(Performance Improvement Initiatives for any selected Output Metric should indicate a

decrease over time which would be indicative of an improvement)



TOP 3 CONTROLLABE LIFT OPPORTUNITIES DRILLDOWNImprovement on

the Output Metric, i.e. If you had to

improve all Excessive Hold causal detractor defects as part of

the Efficiency Output Metric, you could improve the

Output Metric current percentage of ~51.6% as part

of the Total Controllable

Business Stream to ~13.7%



EFFICIENCY CAUSAL FACTOR DETRACTOR DRILLDOWN | CONTROLLABLE

*The Causal Factor Detractor Drilldown

indicates the Business Stream % of all

Detractors. This then drills down into the

Output Metric as part of the Business

Stream with associated Causal

Factors, e.g. ~41% of all Detractors are

Controllable, of the ~41% Controllable Detractors ~51% is

related to Efficiency, of the ~51% of Efficiency

related detractors, ~60% is due to

Excessive Hold, etc.


Using Analytics to Identify Self Service, Call Reduction Opportunities

Reason For Call Analysis



TOP 10 CALL DRIVERS & ASSOCIATED METRIC PERFORMANCE

Key Call Drivers with significant opportunity for improvement across FCR, Repeats, Transfers & Hold impacted due to Process

Limitations / Inefficiencies - these 4 Call Drivers account for ~52% of the Call Volume

By reviewing inefficiencies associated to these Call Drivers an opportunity

exists to improve FCR with up to ~38% which will have a direct impact on tNPS as

well as a reduction in handle time*

*A correlation exercise was completed for one of the

Client X BPO providers in CPT indicating

a significant relationship between

tNPS vs. FCR - overall results indicated that where calls were not resolved a higher AHT was

observed

*The purpose of this slide is to identify Call Drivers with significant

opportunities to improve FCR %, Repeat %, Transfer % and AHT



TOP CALL DRIVER | PAYMENT ARRANGEMENT | DRILLDOWN



DEFLECTION OPPORTUNITY | PAYMENT ARRANGEMENT EXAMPLES

Proactive Care Examples• Payment Confirmation Notification on payment

made

Client Education Examples• Educate customer on Direct Debit Process & TAT• Educate customer on Payment Options & Processes

Self Service Options not Utilized• My Client X App• USSD / Text• Client X Online Account• Client X Website



RETAIL ONLINE ANALYSIS



“Nucleus found that for every dollar a company spends on analytics, it gets back $ 13.01—1.2 times more than they got just three years ago”

By 2020, information will be used to reinvent, digitalize or eliminate 80% of business processes and products from a decade earlier. By 2017, more than 30% of enterprise access to broadly based data will be delivered by insight companies, serving context to business decisions.

Benefits of Analytics(VENTANA Research)

Why Analytics?




CUSTOMER INSIGHTS

Transformational Analytics

TRANSFORMATIONAL ANALYTICS



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