black belt project
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TRANSCRIPT
VAS Complaint Reduction for Prepaid Customers
Yomi Adelowotan (Black Belt Project)
Team Members
1. .2. .3. .4. .5. .6. .7. .8. .
Cross Functional Team :1. .2. .3. .4. .5. .6. .7. .8. .
Sponsor:
Champion:
MBB:
Project Leader
My balance was dropped
I have requested earlier also but deactivation did not happened
I didn’t request for any services
I don’t have any information on your product
A different amount got deducted. I don’t know why
Not able to deactivate the services
Every time I have to call you for deactivation
Why you have taken my money
Genesis- Voice of External Customer (VOC)
Genesis- Voice of Business (VOB)
• Huge volumes of calls at Contact Center
• Why complaints are not reducing
• CRA scores on Bot2 of VAS are very high
• Not happy with charging process of VAS
• Why cant we enable customer on self care for his routine requirement?
Complaints per customer in prepaid segment is on rising trend. High complaints are also an indication of customer dissat. Complaint also triggers a call at call centre which is a cost to organization over and above customer dissat. VAS is a very important revenue stream. We cannot ignore the VOC & need to provide a better experience to customer, so that there is sustained & substantial growth on revenue generated by this stream. Recent data shows that there are more than 800,000 complaints on VAS amounting to 0.24 cpc only because of complaints on VAS. Looking at VAS being a growth engine this kind of customer issues can have an adverse impact on overall business.
Basis VOC and VOB as well as situation mentioned below, prepare a Charter for the problem
Project Team:
Milestones:
Project Charter
Date Aug Sep Oct Nov DecDefine MeasureAnalyseImproveControl
Internal customer- Organization
External Customer- Prepaid customer
CTQs: VAS Complaints of Prepaid CustomerBusiness Case :
Complaints per customer in prepaid segment is on rising trend. High complaints are also an indication of customer dissat. Complaint also triggers a call at call centre which is a cost to organization over and above customer dissat. VAS is a very important revenue stream. We cannot ignore the VOC & need to provide a better experience to customer, so that there is sustained & substantial growth on revenue generated by this
stream.
Sponsor: Champion : MBB: Yomi AdelowotanProj leader: Team Members:
Problem Statement:
Complaint per customer is 0..24 high is very high and creating a big customer dissatisfaction and is increasing at a rate of 25% MoM.
Goal Statement:
To reduce VAS complaints from 800,000 (0.24 complaints per customer) to < 400,000 (0.09 Complaints per Customer ) by Nov’11 Project Scope:
In-scope : All complaints pertaining to VAS by Prepaid Customer
Out-scope : Any Other Complaints
Project – VAS Complaint Reduction for Prepaid Customers
VAS Complaint Trend
720000
740000
760000
780000
800000
820000
840000
June July August
For the VAS related complaints handling , create a high level process map or a SIPOC mentioning all aspects of a SIPOC
“As-is” Process Map VAS Activation
ProcessCustomer
Repeat Call –if call drops/improper resolution
Customer receives required info
(thru IVR/Agent)
Activation Done
Reaches IVR
Incase not resolved thru IVR, then selects 9 if 121
Customer reaches the agent
Customer dials 121 / IBD
Agents , Back end team, CP
Prepaid customers
Customer details
in Minsat /Pacs
CIG- Call Centre/ QRC/ Non Voice
Marketing- Prepaid
SM – Prepaid
IT – Automation
Partner
Technical Team
C OOutput
PInput
I SManagement
Customer
Supplier
Customer receives OBD
“As-is” Process Map – VAS Charging
ProcessCustomer
Calls up if any query
Satisfaction on
transactions
Customer receives required info by SMS
On Negative Balance Account is put on hold
If account has positive balance Debit is passed in account
Mktg team / CP provides data for Charging
Provisioning Team
Prepaid customers
Customer details
in Minsat /PacsMarketing- Prepaid
SM – Prepaid
Partner
Technical Team
C OOutput
PInput
I SManagement
Customer
Supplier
SP Team validates balance in account
“As-is” Process Map – VAS QRC resolution
ProcessCustomer
Repeat Call –if call drops/improper resolution
Satisfaction on
transactions
Complaint reduction at
Call center
Customer receives required info
(thru IVR/Agent)
Resolution Process
Reaches IVR
Incase not resolved thru IVR, then selects 9
Customer reaches the agent
Customer dials 121
Agents , Back end team
Prepaid customers
Customer details
in Minsat /Pacs
Training
CIG- Call Centre/ QRC/ Non Voice
Marketing- Prepaid
SMG-Prepaid
SM – Prepaid
IT – Automation
Partner
Technical Team
Processes (Woodpecker, Multi model numbers, etc)
C OOutput
PInput
I SManagement
Customer
Supplier
“As-is” Process Map VAS Deactivation
ProcessCustomer
Customer receives required info
(thru SMS/Agent)
De - Activation Done
Reaches IVR
Incase not resolved thru Multi model, then selects 9
Customer reaches the agent
Customer dials 121 / IBD
Agents , Back end team, CP
Prepaid customers
Customer details
in Minsat /Pacs
CIG- Call Centre/ QRC/ Non Voice
Marketing- Prepaid
SM – Prepaid
IT – Automation
Partner
Technical Team
C OOutput
PInput
I SManagement
Customer
Supplier
Complaint Trend of June’08 & July’ 08
VAS Complaint Contribution of June 08
1%
1%
14%
7%
1%
15%58%
3%
Activation Communications Netw ork Recharging Experience
Sales Schemes and promotions Value Added Services Call Centre
VAS Complaint Contribution of July 081%
1%
12%
21%
0%
15%
48%
2%
Activation Communications Netw ork Recharging Experience
Sales Schemes and promotions Value Added Services Call Centre
Pareto of VAS Complaints for the month of June’08
Pareto VAS Compalints
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
individual contri 26.90% 22.48% 20.73% 8.79% 6.15% 3.40% 2.07% 1.61% 1.19% 1.03% 0.92% 0.68% 0.65% 0.44% 0.41% 0.37% 0.36% 0.30% 1.53%
cum 26.90% 49.37% 70.11% 78.90% 85.05% 88.45% 90.52% 92.12% 93.31% 94.34% 95.26% 95.93% 96.58% 97.02% 97.43% 97.81% 98.16% 98.47% 100.00%
Bal Deplete
d-
Bal Depleted - CDR
Hello Tune
Activati
VAS Rentals-C FTR
Other VAS
Activati
GP RS/NOP /M
MS
Airtel Live
Activati
Wap / NOP
Activati
Hello tunes / Song
Ringtones/Log
o-
SMS based Alerts-
GP RS/NOP /M
MS
ISD / STD
promo
Other VAS-Usage
STD/ISD/
Roamin
SMS-Usage
&
Airtel Live
Configu
Hello tunes / Song-
Others
Activation Process
• Activation Mode
• Song types
Charging andCommunicationProcess
• Delay/Non Delay in Charging
•SMS user or not user
• Partial Deduction/
Full Deduction
Complaint Resolution Process
•CDR Available / not Available
Deactivation Process
• Deactivation Modes
•Customer profile, New /
Old, Rural/Urban
Segmentation
Pareto of VAS Complaints for the month of July’08
Pareto VAS Compalints
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
individual contri 19.12% 24.95% 20.74% 16.06% 5.55% 3.03% 1.84% 1.70% 0.85% 0.93% 0.67% 0.68% 0.99% 0.44% 0.03% 0.25% 0.42% 0.43% 1.34%
cum 19.12% 44.07% 64.81% 80.87% 86.42% 89.45% 91.29% 92.98% 93.83% 94.76% 95.42% 96.10% 97.09% 97.53% 97.56% 97.81% 98.23% 98.66% 100.00%
Bal Deplete
d-
Bal Depleted - CDR
Hello Tune
Activati
VAS Rentals-C FTR
Other VAS
Activati
GP RS/NOP /M
MS
Airtel Live
Activati
Wap / NOP
Activati
Hello tunes / Song
Ringtones/Log
o-
SMS based Alerts-
GP RS/NOP /M
MS
ISD / STD
promo
Other VAS-Usage
STD/ISD/
Roamin
SMS-Usage
&
Airtel Live
Configu
Hello tunes / Song-
Others
VAS & HT activation / Deactivation, Balance Depletion & VAS Rentals are coming out as major contributors
Identify probable causes of VAS complaints at Call Center
Process
Machine
Measurement
Mother Nature
ProcessPeople
VAS Complaint
Lack of information with agent on up selling
Lack of monitoring of up sellingcalls
No clarification on Balance Depletion
Long time to pull out voice logs
Systems down
Customers not ready to take info frm IVR/SMS
Wrong Ups elling
Lack of agent monitoring
Incomplete information given to customer
No Voice logs available at up selling agency
Too Many short codes
Sufficient info not provided to cust at POS
High number of OBD sent
No Proper communication on Amountdeducted
Lack of uniformity in Charging Process
Customers calls more on Charging date
No rights at CC for VAS updations
Lack of complaints monitoring
Agents low on confidence
No audit checks on product modification / Launch
No intimation on chargingCharges on OBD not clear
High attrition
Activation Process
• Activation Mode
• Ease of understan- ding by customers
• Efficiency of
“Double check”
• Capturing of
Mode, Date, Song,
voice logs for CCE
• Customer profile, New /
Old, Rural/Urban
Charging andCommunicationProcess
• Delay in charging
• System issues for
delayed charging
• Differed amount
charging
• Negative Balance
• Balance display in
USSD
• SMS sent before
Charging
• Clear information on
Charges to customer
• SMS user or not user
• Partial Deduction
Complaint Resolution Process
• Ability to explain
Activation Mode
•Ability to explain
Deactivation process
• Ability to explain
Deduction and Charges
• CDR Availability in
system for agent to
explain fully
Deactivation Process
• Deactivation Modes
• Ease of understanding
by Customer on
Deactivation process
• Ease of deactivation
• Customer profile, New /
Old, Rural/Urban
Brainstorming and input factors identification for the 3 complaint types
Prioritization of all X’sPrioritization of all X’s
No monitoring of complaints by Process Owners High Attrition No voice logs available for upselling calls at one agency It takes 24 hours to pull out voice logs of upselling from agency Wrong Upselling USSD message carries promotion details first No online modification rights at CC No intimation prior to charging No FMEA before product launch No certification checks for VAS Activation / Deactivation / Charging No automation of activation / Deactivation of VAS Customer not able to see negative balance High number of OBD sent to customers High calls from 0-60 days customer Different short codes for different VAS for Activation / Deactivation Customer not able to understand the charges Agents are low on confidence No information with agents on source of upselling
Customer not ready to go for self care IVR for HT System Down Time Delayed Charging
Co
ntr
ol
OU
TIN
Impact
High Low
Symptom Why1 % Why2 % Why3 Why4 Why5 Why6 Actions
Validity/Tariff/Scheme - Enquiries
39%Lower Rates, Lower
denomination Full TalktimeNon Availability of Such
promo through out the monthFinancial Implication
Mobile numbers of such customers to be shared with marketing on daily
basis to be included in next segmented offers
Tariff Expiry communication - via SMS which is in English(only 30% customers use
SMS mode of communication)
By Default - Add on communicator configuration
Suggestion :- Every first call before tariff expiry date to start with pre call announcement on explaining tariff
expiry
Tariff Expiry communication - via OBD. Been sent only to 40% of the total IVV expiry
base with 60% success ratio , without multiple attempts
1) All KCI to be covered via OBD2) Thrice attempts to be made to
increase OBD success ratio
20%Amount not credited in
main accountDA account :- Technical
Constraint
Online credit missingOffline Scheme:- Manual
process of uploading, 48hrs TAT
"MAGIC" - An automated solution for uploading offline promo and providing
benefits
Segmented scheme - Not eligible
10%Customer was not falling
into that segmented bucketSegmented Strategy
Alternative schemes to be promoted to such customers
19%Misleading
communication .. Saying "Free"
Double confirmation
missing
Process of deduction not known
Variable ChargingBased on customers
Balance10/20/30 logic education via a)OBD and b)Call Center
Charges deduction - Details not available in PACS(VAS)
15%VAS CDR's gets updated
in min 4 hrs timeEMM charging
Suggestion ;- Only UCIP based charging to be used. No hybrid model
Reason of deduction not known
Not aware of the charges deducted while surfing or
downloading
Unknowingly clicked on certain links on
Airtel Live
Double confirmation be part of Airtel live
Download process/Handset
compatibility not known
Charges deducted even if customer doesn’t receive the content due to handset not
compatible
Suggestion :- Charges should not be deducted if the link is downloaded by
non compatible handset
Wrong Song Change done. Song cannot be heard online, hence leading
to wrong selection
Song change not promoted from call centre and 543215 promoted to all
callers for HT
To get benefit of surfing charges, customer use CC as medium to change song
IBD mediums are chargable
HT Deactivation 13%
Customer not aware about the activation hence calling
up at CC for balance depletion post which he
gets the same deactivated
75% source of activation 530308(local IBD)
No Double confirmation at
530308
Unknowingly activated the VAS
Lack of effective communication before tariff
expiry
12%
As Song change done from call center invites more
repeat calls23%
Service Class Expired 19%
Reason of deduction not known
Not aware of VAS activated in his accountCharges deduction - HT
Rental
HT Song Change - Diverted to 543215
DA accounts as well as Offline Schemes
Re
so
luti
on
at
CC
Recharge
Balance Depletion
Hello Tune
14%
22%
24%
Charges deduction -Surfing/ Downloading charges
Example of 5why for a problem identified at CC ( poor resolution )
Sr.No
Symptom / Issue
RCA Tools used Action plan
1 Deactivation Complaints
Up-selling done by one agency had more deactivation complaints
Voice logger not installed at JKSS
Call audits are not done at both the agencies
Chi-Square Test Voice Logger installed at JKSS
Regular call audit started at both agencies
2 Repeat complaints for deactivation
SMS Code not used correctly
Retrievals of Call recording takes 14 to 16 hrs so customer was asked to wait
Samples Checks from requests recd at server.Erroneous SMS Short codes sent by customers
Online deactivation : Through IVR and at Call Center
Day-wise folders maintained to
3 Charging related complaints on renewal cases.
Wrong uploading of charging file by vendor due to poor control at their end
Samples checked from Contact Center
Monthly VAS certification process initiated
FMEA to be done by NPD team before launch of product
Chi-Square Test: JKSS, Pagepoint
Expected counts are printed below observed countsChi-Square contributions are printed below expected counts
JKSS Pagepoint Total 1 9273 14581 23854 10126.43 13727.57 71.925 53.057 2 4728 4399 9127 3874.57 5252.43 187.981 138.668
Total 14001 18980 32981
Chi-Sq = 451.632, DF = 1, P-Value = 0.000
Action Plan
Summary of Root Cause & Action PlanSummary of Root Cause & Action Plan
Sr.No Major X Identified Actions Status
1 No monitoring of complaints by Process Owners Tracking of 5c's, monitoring , display and review with process owners Done2 No voice logs available for upselling calls at one agency Voice logger Installed Done3 It takes 24 hours to pull out voice logs of upselling from agency Daywise folders of calls are prepared at agency Done
4 Wrong Upselling
Penalty Clause introducedAgents empowered with waiver rights of Rs.50/- if customer calls within 5 days of activation Done
5 USSD message carries promotion details first Last call balance is displayed first in USSD Done
6 No online modification rights at CC Provisioning rights given to Agents for Activation / Deactivation of VAS Done
7 No intimation prior to chargingPre-renewal and Post Re-newal SMS are sent to customer with deactivation code Done
8 No FMEA before product launch NPD team conducts audit before product launch Done
9 No certification checks for VAS Activation / Deactivation / Charging Monthly audit of all VAS is done by NPD team with Product Managers Done10 No automation of activation / Deactivation of VAS HT & MOD activation/deactivation are enabled on IVR Done11 Customer not able to see negative balance Negative Balance is shown in USSD Done12 High number of OBD sent to customers Privacy policy is adhered. Counter process implemented Done
13 High calls from 0-60 days customerNo Promotion to 0-30 day AON Customer5 Service OBDs to 0-30 day Customers Done
14 Different short codes for different VAS for Activation / DeactivationPush SMS after every call wrap up by agentMultimodel codes are given from CC Done
15 Customer not ready to go for self care IVR for HT
16 Customer not able to understand the chargesInclusion of Rs 45/- scrpit before confirming the subscription on IBD and OBD both. Double confirmation on IBD and OBD. Done
17 Agents are low on confidence
Prepaid SIM Cards are given to all agentsLive demo of activation & Deactivation given to agents by Product ManagersProject “KOSHISH” Done
18 No information with agents on source of upselling SAAR URL updated with mode of upselling and time Done
Implementation tracking sheetImplementation tracking sheet
CPC Reduction Action Plan Dashboard Weekly Dated: 22nd Dec 08
Details October NovDec this wk (15th to
21st) Dec MTD Dec ExpectedVariation wrt
LMNo of Calls on 121 IVR 11,620,717 - No of Calls offered to CC 2,628,196 2,365,926 576,475 1,656,356 2,367,356 1,430 Complaints 971,351 734,398 105,695 335,042 472,105 (262,293) CPC 0.73 0.65 0.62 -0.03
High Impact Action Plans
Sr No Responsibility No of Action Plans Done Last Week Done till current wk WIP Not done Completion %1 Ravindra Upadhyay 6 1 6 0 0 100.0%2 Samarth Bakhru 6 2 5 1 0 83.3%3 Amit Trivedi 2 1 2 0 0 100.0%
Total High Impact Action Plans 14 4 13 1 0 92.9%
All Action Plans
Sr No Responsibility No of Action Plans Done Last Week Done till current wk WIP Not done Completion %1 Ravindra Upadhyay 66 7 54 0 12 81.8%2 Atin Agarwal 2 1 2 0 0 100.0%3 Dhruv Trikha 7 1 3 0 4 42.9%4 Kunal Pandit 1 0 0 0 1 0.0%5 Rajan Khanna 24 1 20 0 4 83.3%6 Samarth Bakhru 6 2 5 1 0 83.3%7 Amit Trivedi 3 1 3 0 0 100.0%
Total Action Plans 109 13 87 1 21 79.8%
Latest Update
Latest Update
VAS Complaint Trends
761297 780383825367
622590
485803
350300
200182
0.25
0.18
0.14
0.10
0.05
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
June July Aug Sep Oct Nov Dec
0
0.05
0.1
0.15
0.2
0.25
0.3
VAS Complaints Complaint per Customer
Trend Chart of VAS ComplaintsTrend Chart of VAS Complaints
Pre Project Post Project
Nationally Best on VAS Complaints Per Customer
Trend Charts of Top Identified ComplaintsTrend Charts of Top Identified Complaints
Hello Tune Activation / Deactivation Complaints
157834 161856
85565
120298
86572
61650
18942
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
June July Aug Sep Oct Nov Dec
Pre Project Post Project
Trend Charts of Top Identified ComplaintsTrend Charts of Top Identified Complaints
Balance Depletion (CDR available) Complaints
204785
149226
194864
145493
120149
74742
35800
0
50000
100000
150000
200000
250000
June July Aug Sep Oct Nov Dec
Pre Project Post Project
Trend Charts of Top Identified ComplaintsTrend Charts of Top Identified Complaints
VAS Rentals Complaints
66955
125343
176743
162496
8312871831
65000
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
June July Aug Sep Oct Nov Dec
Pre Project Post Project
Trend Charts of Top Identified ComplaintsTrend Charts of Top Identified Complaints
Balance Depletion (CDR not available) Complaints
171102
194697
167521
100762 95618
55385
205080
50000
100000
150000
200000
250000
June July Aug Sep Oct Nov Dec
Pre Project Post Project
Lets go back to main category & Current Trend
Reduction in complaint count by 76%
Complaint per customer has reduced from 0.25 to 0.05
Category June July Aug Sep Oct Nov Dec
Bal Depleted- CDR available 204785 149226 194864 145493 120149 74742 35800
Bal Depleted - CDR Not Available 171102 194697 167521 100762 95618 55385 20508
VAS Rentals 66955 125343 176743 162496 83128 71831 65000
Hello Tune Activation / Deactivation 157834 161856 85565 120298 86572 61650 18942Other VAS Activation/Deactivation 46784 43305 25557 21481 19834 12104 1398GPRS/NOP/MMS Activation & Deactivation 25892 23622 25457 13472 10435 9892 5075Overall Complaints 761297 780383 825367 622590 485803 350300 200182Complaints per Customer 0.25 0.18 0.14 0.10 0.05
CRA Bottom2 for VAS
26
14
0
5
10
15
20
25
30
Q1 Q2
CRA Bot2
Process Control Dashboard
Process Problem Proposed Action Responsibility FrequencyCapturing Mode/Control Plan
Activation / Charging / Deactivation
No monitoring of complaints by Process Owners
Tracking of 5c's, monitoring , display and review with process owners Bansari / Kashyap Weekly Weekly dashboard to all PO
Activation / Charging / Deactivation
No certification checks for VAS Activation / Deactivation / Charging
Monthly & Quarterly certification of VAS Bansari / Mohit / Vikas Monthly / Quarterly
Dashboard to Head SM and Head Marketing
ActivationDealy in resolution of activation complaints
Daywise voice logs to be available for upselling calls to enable backend team for faster resolution Sandeep Kaur Weekly Dashboard to Head SM
No goahead for any new vendor without voice logger Sandeep Kaur
As and when appointment of vendor is required
Quotation & Contract with vendor
Regular audtis of upselling calls Sandeep Kaur Weekly Dashboard to Head SM
No FMEA before product launch
NPD team conducts audit before product launch Bansari Before produt launch
Feedback report to product managers, CC managers and Head - SM
High number of OBD sent to customers Adherence on privacy policy Hemangi Daily
Counter report to Head SM and Head CSD
High calls from 0-60 days customer
No Promotion to 0-30 day AON Customer5 Service OBDs to 0-30 day Customers Hemangi / Bansari Daily
Service OBD Report to Head SM and Head CSD
ChargingCustomer not able to understand the charges
Double confirmation on OBD & IBD Hemangi Daily
Inclusion of SM team members number in OBD
Detailed explanation of charges Hemangi Daily
Inclusion of SM team members number in OBD
DeactivationCustomer not able to deactivate HT online
Deactivation to be linked at IVR Satish Iyer - IVR AuditPre-renewal SMS to have deactivation code
Hemangi / Product Managers -