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
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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)
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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
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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
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ISSUE RESOLUTION | ADVISOR & NON ADVISOR CONTROLLABLE | DRILL DOWN
Non Advisor Controllable Lift Opportunities
Advisor Controllable Lift Opportunities
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ISSUE RESOLUTION | NON ADVISOR CONTROLLABLE | COMPANY PROCESS LIMITATION | TRANSFER REQUIRED DRILLDOWN
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ISSUE RESOLUTION | NON ADVISOR CONTROLLABLE | COMPANY PROCESS LIMITATION | FURTHER ESCALATION / FOLLOW-UP REQUIRED DRILLDOWN
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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
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Identify opportunities to proactively reduce calls, drive efficiencies and
reduce costsUsing Analytics to Improve Profitability
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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
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REPEAT CALL OCCURRED | ADVISOR & NON ADVISOR CONTROLLABLE | DRILLDOWN
Non Advisor Controllable Lift Opportunities
Advisor Controllable Lift Opportunities
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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
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REPEAT CALL WILL OCCUR | ADVISOR & NON ADVISOR CONTROLLABLE | DRILLDOWN
Non Advisor Controllable Lift Opportunities
Advisor Controllable Lift Opportunities
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Output Metric: Causal Factor 1: Key Call Drivers:(in order of priority / volume)
Lift: Metric Impact: Increase / Decrease:
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
5% REPEATS / FCR / CSAT
Repeat Call Occurred Customer re-contacted to change/amend agreement or request
Payment Arrangement, Activation Deactivation Enquiry, Account Balance Enquiry, Data Bundle Enquiry
2% REPEATS / FCR / CSAT
Repeat Call Occurred Technical / Tool / System Limitations on Previous Contact
Activation Deactivation Enquiry, Payment Arrangement, Change Account Details, Data Bundle Enquiry, Insurance Enquiry
2% REPEATS / FCR / CSAT
BUSINESS EFFICIENCIES | TOP 5 NON ADVISOR CONTROLLABLE LIFT OPPORTUNITIES
Metric Impact Indicator: q Call Volume
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Output Metric: Causal Factor 1: Causal Factor 2: Key Call Drivers:(in order of priority / volume)
Lift: Metric Impact: Increase / Decrease:
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
5% REPEATS / FCR / CSAT
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
4% REPEATS / FCR / CSAT
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
1% REPEATS / FCR / CSAT
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
1% REPEATS / FCR / CSAT
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
1% REPEATS / FCR / CSAT
BUSINESS EFFICIENCIES| TOP 5 ADVISOR CONTROLLABLE LIFT OPPORTUNITIES
Metric Impact Indicator: p FCR/CSAT q Repeats
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Improving Efficiencies, Focus on Handling Time using Text Analytics
CEX Analytics
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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
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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)
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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%
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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.
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Using Analytics to Identify Self Service, Call Reduction Opportunities
Reason For Call Analysis
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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
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TOP CALL DRIVER | PAYMENT ARRANGEMENT | DRILLDOWN
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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
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RETAIL ONLINE ANALYSIS
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“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?
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CUSTOMER INSIGHTS
Transformational Analytics
TRANSFORMATIONAL ANALYTICS
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