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Integrated Service DeskBusiness Case

By Michael Hodges

As it stands today• Ad-hoc service request handling

– email, phone, internal– sources not consolidated, prioritised

• Mixed customer experience– Varying levels of Knowledge and skills– Limited support channel options

• Succession Risk– SCSO near retirement– No-one able to step up

• Complex systems to learn– Product information often complex and broad– The main go to point are senior colleagues– High escalation rates for enquiries

• Absence of information– lack of history on customers– lack of written know-how by request type– lack of quick access to information

What does it mean?• Customers have to contact us again and again• Experience varying levels of service• Agents rarely see what has occurred• Agents don’t have the info needed to close out issues quickly• Performance is difficult to monitor• Poor agent desktop experience• XXXXXXXXXX industry average FCR rating of 68%

– XX.X% FCR– XX.X% 2 enquiries to resolve– XX.X% >2 enquiries to resolve

Today's Best practice framework• Knowledge Management• First contact resolution• Voice of the Customer & employee• More customer touch points• Social media Integration

What is First Contact Resolution?• First contact resolution (FCR) is the percentage of customers

who achieved contact resolution in one call.• FCR is not contact resolution

– The difference between FCR and call resolution is that contact resolution may take more than one contact to achieve resolution, whereas FCR takes only one call to resolve.

• FCR is about repeat contact reduction• FCR is directly linked to reduced customer effort• FCR encompasses knowledge management & voice of the

customer

Did you know?

Why First Contact Resolution?

Figure 1: Call Center Industry First Call Resolution Performance

Key Finding: For the call center industry, 32% of customers have to call back to get their inquiry or problem resolved. Also, the call center industry average is 1.4 calls to resolve a customer’s inquiry or problem.

Figure 2: Employee and Customer Satisfaction Correlation Link

Key Finding: Employee and customer satisfaction correlation is positively linked for high performing call centers and negatively linked for low performing call centers.

Figure 3: Call Resolution Impact on Customers at Risk

Key Finding: If the customer’s inquiry or problem is resolved in the first call, only 1% of those customers are at risk to go to your competitors. Conversely, 15% of customers who did not get their inquiry or problem resolved are likely to go to your competitors

Figure 4: FCR Source of Error

Key Finding: The CSR is the source of error 44% of the time for the reasons why customers have to call the call center two or more times.

Figure 5: Areas for Improving Why Customers have to Call 2 or More Times

Key Finding: The areas that show up in the “fix these first” quadrant are CSR providing wrong information, CSR lacking knowledge to properly help the customer and billing issues. Fixing these areas will improve your FCR performance.

What does FCR mean to the average contact centre?

• 1% improvement in FCR performance equals $256,000 in annual operational savings.

• When you improve your FCR, not only do you achieve operational savings, you also reduce customers at risk which is typically a 5-10 times greater savings opportunity than the operational FCR improvement savings.

• By improving the call centre's FCR performance, you also have a positive impact on customer satisfaction (Csat) performance, operating cost, and the call centre's ability to help retain customers for the organization

Why the Agent desktop?• Focusing on improvements to the Agent desktop can improve and yield a 2 - 20%

Improvement in Handle Time for a business. • A Seamless, easy to use, and integrated knowledge management into your agent

desktop experience typically can result in;– 1 - 3% improvement in First Call Resolution. – 5 - 20% reduction in escalations of support issues.– 5 – 50% improvement in reducing Problem Resolution time

• Shrinkage Rates associated to time that staff is unavailable when they should be available can also improve upwards of 5% or higher from current shrinkage levels.

• Companies typically see a 5 – 10% improvement in their Phone CSAT Scores and 1 – 3% improvement in their loyalty when making improvements to the desktop.

• Companies that provide a best in class agent desktop experience with a goal of selling typically achieve a 5 – 10% uplift in sales from calls received into the call center.

• Best in Class Agent Desktop Experiences can improve Agent Ramp Up time and proficiency upwards of 5% or more.

How is best practice FCR achieved?• Knowledge management

– A Seamless, easy to use, and integrated knowledge management into your agent desktop experience typically can result in a 1 - 3% improvement in First Call Resolution.

– Internal and external content, the latter exposed to public.• Improved Agent Desktop Experience

– Computer Telephony Integration (CTI) to deliver customer information in advance of the call.– Tools to reduce tasks that agents need to perform while on the phone with customers. – Guided Decision Tree logic in the Agent Desktop to prevent agents from manually having to figure

out complex business rules for a customer issue like Billing or Credits.– Automate Cross Sell and Up sell recommendations and discounts using integrated workflow and

business rules directly in the agent desktop.– Automate Surveys to be sent to customers via email once a call is completed via the agent desktop.– Manage registered users within the CRM, no need to go somewhere else to do so.

• Voice of the customer (VOC)– Customer surveying (Csat), are customers happy?– Employee surveying (Esat) are employees happy?– Know our net promoter score (NPS), what do customers think of us? What is our growth?

• Increased support channels– Customer self service portals– Expose knowledge to the public– Support various social media channels

How do we measure up?Best Practice Our Measure Do we have it (Y / N) or partially (P)

Knowledge management

Collaborative knowledgebase, exposed staff and customers.

XXXXXXXXXXXX XXXXXXX

Agent Desktop Experience

CTI, Screen pops, visual workflows, integrated knowledge system

XXXXXXXXXXXX XXXXXXXX

Voice of the customer (VOC)

Monitor both customer and employee satisfaction plus net promoters.

XXXXXXXXXXXX XXXXXXXXX

Support channel offerings

Traditional channels plus social media and mobile.

XXXXXXXXXXXX XXXXXXXXX

First contact resolution (FCR)

68% XXXXXXXXXXXX XXXXXXXXXX

Who is calling again and again?• XX,XXX phone calls annually @ XXXXXXX• XX,XXX emails annually @ XXXXXXX• XX.X% of enquiries are answered first time (FCR)• XX.X% of callers have to come back & ask again• If we assume

– where no FCR, the average is X.X calls– XXXk contacts per year– at a cost to XXXXX of $X.XX per contact

• X.X% increase in FCR would– Lift us up to best practice– Save $XX.Xk per year on calls– Potentially $XX.Xk per year on emails– Reduce calls by X.Xk calls per year– Reduce emails by X.Xk emails per year

Where we need to be?• FCR upwards of 68%• Integrated agent case management:

– phone, email, portal, chat, collaboration.• Auto ID customer, show history• Context sensitive knowledge base• Customer self-service and live chat• Increased support channel offering

Possible Roadmap Phase 1• First phase: Improve Call Centre

– CTI, Searchable Knowledge Base, Case History– Improve Monitoring and Reporting– Target +X% FCR, $XX.XK pa saving– Less escalations– Also target X-X% less talk time

• Saving used to build/refine KB• Reduce email response times• Also used to ensure enquiries are completed

Possible Roadmap Later Phases• Second phase: Portal enhancements

– Self-service account and Knowledge Base trial– Live Chat– Selective forum monitoring– Refine KB– Review performance– Target XX% FCR, $XXXK pa saving on calls / $XXXK pa on emails

• Third phase: – Maximum support channel options– Social media– Full self service Portal– Public facing Knowledge Base– Target XX% FCR, $XXXK pa saving on calls / $XXXK pa on emails

Phase 1 Costs• Cloud software:

– Case Management $X.XK pa– Knowledge Base $XK pa

• includes hosting and support• CTI

– Real-time CID on desktop $X.XK (once)• includes installation

– Support for X years $X.XK• Implementation and Change Management

– XX days services at $XXK (once)