Call Center to Contact Center

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Contact CenterOrganizational Chart

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Donna Stone BuchananChief Operating Officer

Outreach MarketingManager

DatabaseManager

Community ResourcesManager

Quality AssuranceManager

Donna BurnhamVice President

2-1-1 Contact Center

DatabaseCoordinator

Operational/ Team Manager

Contact CenterAgents (24)

Special ProjectsManager

Specialist (1)

Senior Specialist(2)

Trainer/TeamManager

Quality Control Agent

United Way of Greater Atlanta 2-1-1 Contact Center Celebrating 17 Years of Service

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What is a Contact Center?

• A Contact Center is a central point in an enterprise from which all customer contacts are managed

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Next Steps…

Goal: Educate and Empower the community

Business Case: Who, What, When, Where, Why & How?

Cross Functional Team: A representative from each internal division and a member from the 2-1-1 Advisory Committee

Stats: Callers demographics

ACD Messaging, Agents Scripts, Social Media, Technology, Real Time Info, Marketing Efforts, Quality, Follow-up Remote and Staffing

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Why the change?

• Utilizing technology to empower those in need

• More effective way to engage millenniums

• 2-1-1’s database is a valuable “RESOURCE HUB” for local and statewide services

• Information is accessible in a variety of ways

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How?

E-Services: LIVE Chat, Text and Emailing Referrals, Emails

Technology: QR Code, 2-1-1 App, Show me

Real Time Information: Improve communication with agencies

Welcome/Hold Messaging: Platform used to educate & empower callers

Agents Closing Script: Method used to educate & empower callers

Agent Monitoring: Changed from a team approach to only one individual (Quality Manager)

Follow-up: Changed from a volunteer approach to creating a Quality Control Agent position

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Continue…

Marketing Efforts: Logo, 2-1-1 brochure, E-Newsletters and Library Campaign

Social Media: Facebook, Pinterest, Google+, Twitter, YouTube

Staffing: Increased remote capabilities, Changed performance indicators

Quality: (Customer Satisfaction Surveys) - IVR (Interactive Voice Response) that captures callers’ feedback immediately after each call

- Web Survey

- Chat Survey

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What are the benefits? • Additional points of connectivity to the community

• Increased staff productivity: LIVE chat allows communication with multiple customers at the same time

• Enhanced communication with our disabled population through text, email referrals and Live Chat

• Promoting online capabilities increases exposure and awareness of all aspects of United Way  

• 2-1-1 remains relevant

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Just take a listen to a satisfied Caller…

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2-1-1’s Story Board

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How has the change affected 2-1-1’s volume?

• Web service stats have doubled

• Chats have continued to climb

• E-mail requests have continued to climb

• While traditional call volume is slightly down, our overall contact volume has increased

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Individual Web Searches

Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun TotalJuly '13-June '14 17,801 36,869 41,440 56,674 69,311 51,401 39,675 27,748 32,091 32,078 405,088July '12-June '13 18,947 22,111 21,486 26,960 25,131 20,484 13,485 8,263 9,136 11,876 9,471 13,426 177,879

% Change -6.0% 66.7% 92.9% 110.2% 175.8% 150.9% 194.2% 235.8% 251.3% 170.1% 127.7%

010,00020,00030,00040,00050,00060,00070,00080,000

Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun

July '12-June '13 July '13-June '14SINCE WEBSITE DATABASE PROMOTION BEGAN IN OCTOBER 2011, OVERALL WEBSEARCHES ON THE 211 DATABASE HAVE BEEN CONSISTENTLY ON THE RISE.

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Chat Contacts

Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun TotalJuly '13-June '14 1,201 1,144 1,024 1,103 1,195 991 591 395 450 519 8,613July '12-June '13 813 972 985 1,385 1,098 1,019 741 429 528 647 879 945 8,617

% Change 47.7% 17.7% 4.0% -20.4% 8.8% -2.7% -20.2% -7.9% -14.8% -19.8% 0.0%

0250500750

1,0001,2501,5001,7502,000

Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun

July '12-June '13 July '13-June '14211 ONLINE CHAT SERVICE, INITIATED IN MAY 2011. CHAT APPEALS TO TODAY'S SOCIAL MEDIA USERS.

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211 Web Mail ContactsJul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Total

July '13-June '14 332 254 268 328 357 374 230 124 129 134 2,530July '12-June '13 148 152 188 212 227 188 119 115 94 167 224 254 1,610

% Change 124.3% 67.1% 42.6% 54.7% 57.3% 98.9% 93.3% 7.8% 37.2% -19.8% 57.1%

050

100150200250300350400450500

Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun

July '12-June '13 July '13-June '14IN A YEAR TO YEAR COMPARISON, USERS OF THE DATABASE ON LINE E-MAIL SERVICE HAVE A SHOWN A STEADY INCREASE IN USAGE.

Traditional vs. E- Services Contacts

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How Do E-services Affect Our Metrics?

• Average Speed of Answer: (ASA) – To maintain an average wait time of less than 2 minutes before a call is answered

• Service Level: To answer calls 80% of the time in 90 seconds or less

• Average Handled Time: (AHT) To maintain an average talk time of 5 minutes and 30 seconds

• Customer Service Satisfaction: To rate a 95% or higher. E-service users are invited to customer service survey.

• Agent Monitoring Scores: To achieve 92% or higher monthly. Chat transcripts are monitored.

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E-Service Requires, Metrics, Policy and Procedures Updates:

– Chat Policy – Who chats?, How many Chats?, Chat schedule, Chat hours, Chat Schedule:

– Chat Metrics – AHT, ASA – consider as next contact in queue

– E-mail Policy – Who responds? How to respond?(templates)

– E-mail Metrics – ASA - consider as next contact in queue.

– E-Referral Delivery Policy – email vs text

Priority Mon Tue Wed Thu FriChatter 1 Alida Fenella Aria Steph ThanhChatter 2 Eliz Lauren Eliz Lauren AlidaChatter 3 Thanh Steph Lauren Aria Fenella

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Change to E–Services Affects Information Delivery

How often were agents frustrated when the caller didnot have pen and paper or did not write down referrals?

E-services allows:

- E-mailing and texting of referrals- Reduces handle time- Reduces repeat callers

- Gives caller permanent record of referral.

- E- referral delivery policy specifies what information is required to be given when texting or e-mailing referrals.

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Texted referrals    

  Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Total

July '13-June '14 5,060 7,162 8,466 10,746 11,768 12,235 10,336 8,289 8,929 6,207     89,198

July '12-June '13 395 437 378 338 526 872 1,425 1,027 1,487 3,505 4,584 4,882 10,390

% Change1181.0% 1538.9% 2139.7% 3079.3% 2137.3% 1303.1% 625.3% 707.1% 500.5% 77.1%     758.5%

E-mailed referrals    

  Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Total

July '13-June '14 2,768 2,640 2,943 3,201 3,482 3,733 2,897 2,352 2,588 2,882     29,486

July '12-June '13 853 1,017 989 1,293 1,316 1,370 1,826 1,575 1,486 2,079 2,282 2,620 13,804

% Change224.5% 159.6% 197.6% 147.6% 164.6% 172.5% 58.7% 49.3% 74.2% 38.6%     113.6%

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Conversion to a Contact Center includes taking advantage of all new technologies.

Consider Remote Staffing:- Improves Attendance

- Improves Punctuality

- Improves Agent Morale• Rewards high performing agents• Improves staff availability for extra or overtime

hours….

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-Improves Disaster Response:

•Increased service continuity during localized “disaster” events and outages

•Agents always available on call

•Agents dispersed throughout service area

•Agents isolated during epidemic or pandemic

Example - Recent Atlanta winter weather

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Atlanta Ice Storm February 2014

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Atlanta Winter Storm Pax

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Remote Agent DispersionGreater Atlanta Service Area

211

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Considerations In Remote Scheduling:

• Remote policy?– Who is remote? – Required work environment?

• Home visits– What to do during loss of connection?– Disaster response requirements

• Schedule flexibility during spikes, low staffing, disasters• Maintain open communication – cell phone on hand

– Readjust some performance requirements• Example: punctuality

• How often on-site?– Ensure on-site time for on-going training– Depends in part on philosophical considerations of your

agency? Live United?

• Technology?– What internet provider?– What internet speed?– Is Agent location susceptible to outages?– Who pays cost?

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Remote Schedule = REMOTE

= ON-SITE

SUN MON TUES WED THURS FRI SAT ARIA SEAB JANELL

ARIA SILVIA REGGIE MAIRA THANH SHEMEKA FENELLA ELIZABETH ALIDA SEAB JEFFREY JANELL

ARIA SILVIA REGGIE MAIRA SHEMEKA FENELLA ELIZABETH SEAB JEFFREY JANELL(MORNING,

2ND TUES MONTHLY)

ARIA REGGIE MAIRA SHEMEKA FENELLA ELIZABETH SEAB JEFFREY CLARIBEL

ARIA REGGIE MAIRA THANH SHEMEKA FENELLA ELIZABETH ALIDA JEFFREY CLARBEL(MORNING, 2ND THUR MONTHLY)

SILVIA REGGIE MAIRA THANH SHEMEKA FENELLA ELIZABETH ALIDA JEFFREY CLARIBEL

SILVIA THANH ALIDA CLARIBEL JANELL

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Customer Service Satisfaction Results – CallsJanuary – April 2014

Q1 – Did you receive the information you requested?

Q2 – Were you satisfied with your hold time?

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Customer Service Satisfaction Results – CallsJanuary – April 2014 (cont.)

Q3 – Was your experience with the representative a positive one?

*The goal of the 211 Contact Center is to receive a 95% score or better on the "Yes" responses.

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Customer Service Satisfaction Results – WebJanuary – April 2014

Were you able to find the service you were looking for today?

Have you visited the 2-1-1 website before?

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Customer Service Satisfaction Results – WebJanuary – April 2014 (cont.)

On a scale of 1 to 5 with 1 being poor and 5 being excellent, how would you rate the overall quality of the 2-1-1 website?

How did you hear about the 2-1-1 website

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Customer Service Satisfaction Results – WebJanuary – April 2014 (cont.)

Please describe your gender and age: Female

Please describe your gender and age: Male

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Customer Service Satisfaction Results – WebJanuary – April 2014 (cont.)

Which of the following best describes the nature of your search?

Would you likely use this website again for future needs?

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Customer Service Satisfaction Results – Live ChatJanuary – April 2014

Did you receive the information you needed?

Overall, were you satisfied with your chat response time?

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Customer Service Satisfaction Results – Live ChatJanuary – April 2014 (cont.)

Was the Referral Specialist helpful?

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FOR QUESTIONS OR FOLLOW-UP:

Donna Burnham Vice President United Way 211 of Greater Atlanta404- 614 – 2906dburnham@unitedwayatlanta.org

Don ZublerOperations/Team managerUnited Way 211 of Greater Atlanta404- 614 – 1017dzubler@unitedwayatlanta.org

THANK YOU FOR VISITING OUR CONTACT CENTER!

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