Come analizzare e impiegare le best practices di confronto
Dall’esperienza del Global Contact Center Benchmarking Report
-Roberto Fasiani
CIS & IPC Line of Business ManagerDimension Data Italia
Agenda
• Dimension Data• Contact Center Development Model• CIS• Contact Center Benchmarking Report 2006• Contact Center Benchmarking Survey 2007
Dimension Data
• Dimension Data è un fornitore specializzato di servizi e soluzioni IT che aiuta i clienti nella pianificazione, realizzazione ed evoluzione delle infrastrutture IT
– Fondata nel 1983– 8,600 dipendenti (Novembre 2005)– Attiva in più di 30 paesi su cinque continenti– Revenue 2005 superiore ai $2.7 billion– Quotata al Primary Stock Exchange di Londra
• Dimension Data fornisce servizi e soluzioni IT con l’obiettivo di aiutare le aziende nella:
– Riduzione dei costi– Incremento dei ricavi– Gestione dei rischi
• Dimension Data Italia– Fondata nel 2000– 100 dipendenti– 3 sedi: Milano, Roma, Padova
Contact Center Development Model
Chi sei e dove puoi andare
Un modello di sviluppo
OttimizatoOttimizato
IntegratoIntegrato
CoordinatoCoordinato
di Basedi Base
Stadio di sviluppo operativo
Sta
dio
di s
vilu
pp
o s
trat
egic
o
As Is
To Be
Operational Strategic
Competency Review
Management
People
Process
Technology
Information
Reporting
Customer Management1
Customer Experience2
Business Integration3
Architecture4
Customer Knowledge5
Strategic Value6
1
2
3
4
5
6
Principali trend e sviluppi
• Primary focus on operational development with strategic development lagging
• Contact centres mostly focused on customer service with sales and marketing potential unrealised
• Business and technical architectures lacking the integration required to “act as one”
• Lack of investment in people (and their skills) who are the face of the organisation and core to the brand
• Cost reduction initiatives implemented without measuring the service delivery and productivity consequences
Stadio di maturità delle esigenze
DeclineMaturityShakeoutGrowthDevelopment
Workforce Optimisation
IP ArchitectedContact Centres
InteractionCRM
Outsourcing
ContactCentreInfrastructure
Self-Service
CIS
Customer Interactive Solutions
Le soluzioni
Gestione dei contatti tramite i diversi canali di comunicazione per ottenere una “single view” dell’organizzazione e dei clienti
Integrazione dei canali di comunicazione di un contact center
Integrazione del contac center con i sistemi di back-office associati
Soluzioni interattive automatiche per la fornitura di servizi self-service attraverso tecnologie di speech-processing e web portal
Ottimizzazione della produttività e miglioramento delle prestazioni delle risorse di un contact center per mezzo di metodologie di quality management, workforce management e information management
Soluzioni che traggono vantaggio dalle tecnologie di convergenza IP per realizzare nel contact center reti unificate per voce e dati
Interaction Management
Contact CenterIntegration
Self-Service
Workforce Optimisation
IP Architectures
Solutions Vendors Strategy
SELF-SERVICE
CONTACTCENTRE
INTEGRATION
INTERACTIONMANAGEMENT
WORKFORCEOPTIMISATION
OPERATIONS
(*)
Perchè Dimension Data
• Dimension Data facilita oltre 6 miliardi di interazioni/anno utente/azienda attraverso i contact center e le soluzioni self-service che implementa per i suoi clienti.
• Dimension Data ha progettato, integrato e costruito più di 400 contact center nel mondo, fornendo servizi di gestione e manutenzione per il 50% di questi.
• Dimension Data – attraverso Merchants e i suoi offici –disegna, costruisce e avvia contact center da oltre 25 anni.
Contact Center Benchmarking Report 2006
Best practices, problematiche e possibili scenari
Contents of the Report
Sample Specifications
Strategy and Development
Financial Rationale and Management
Customer Knowledge and Management
Performance Measures and Metrics
Processes and Procedures
Organisation
Technology Environment
Industry representation
Domanda: What industry are you in? [n = 333]
Industry Segment Number of Contact Centres % of Contact Centres
Automotive and Manufacturing 10 3
Business Services 32 10
Consumer Goods and Retail 27 8
Financial Services 97 29
Government and Education 24 7
Healthcare and Pharmaceuticals 18 5
Media and Entertainment 10 3
Service Providers and Telecommunications 38 11
Technology 37 11
Travel and Transportation 35 11
Utilities and Energy 5 2
Average size of contact centre
Domanda: How many contact centre seats are there in the contact centre you are completing this survey for?
[Average number of seats per contact centre|n = 349]
97
149
225
266
1997 2003 2004 2005
Fundamental KPIs
Customer Satisfaction (%, measured for the contact centre)
First Contact Resolution Rate (% calls resolved first time)
Agent Utilisation (% talk time)
Staff Attrition (% annual agent turnover)
Staff Absenteeism (% annual agent absenteeism)
Abandoned Call Rate (% calls abandoned)
Speed to Answer (% calls answered in 10 seconds)
83%
71%
57%
23%
8%
13%
71%
Cost per Productive Hour (average USD range across regions) 9 26
2005Overall
82%
83%
59%
21%
11%
12%
70%
26 68
2006Overall
-1%
+12%
+2%
-2%
+3%
-1%
-1%
+17 +42
Change
Cost per Productive Hour (overall average USD) 20 50 +30
Reporting lines
Domanda: Which of the following most accurately describes the level of person that the senior manager within the contact centre reports to?
[Percentage of contact centres|n = 239]
Chief executive officer / managing director (25%)
Functional director (e.g. customer services, marketingor sales director) (34%)
Functional manager (e.g. customer services,marketing or sales manager) (18%)
Other director (e.g. departmental or divisional) (11%)
Other manager (departmental or divisional) (10%)
Other (2%)
Cost per seat
Domanda:What is the average cost per seat (per month) in your contact centre both fully-loaded and without agent costs?
[Average cost per seat (US Dollars)|n = 124]
1.500
3.500
2.800
1.100
2.600
3.700
8.200
8.400
9.700
7.200
Africa/Middle East
Europe/UK
Asia-Pacific
North America
Overall
Without agent costs Fully loaded cost
Reasons to outsource / not to outsource
Domanda:If applicable, what was the main reason for your choice to outsource or not to outsource?
[Percentage of contact centres | n = 173]
5
1
4
4
11
14
16
46
18
16
4
5
7
8
9
34
Other
Don’t know
Retrenchment/Union issues
Lack of capability of potential service providers
Potential damage to brand
Risks factor too great
Insufficient cost savings
Function perceived as core to the business
Other
Don’t know
Ongoing access to best practice knowledge/infrastructure
Greater cost control
Lack of in-house expertise
Service improvement
Strategic decision to outsource all non core functions
Potential cost savings
To
ou
tso
urc
eN
ot
to o
uts
ou
rce
Industry trends
Domanda: Which of the following contact centre industry trends are the top three affecting your contact centre? [Percentage of contact centres | n = 247]
4
9
14
0
0
19
37
12
46
39
5
5
9
11
12
18
19
19
37
39
Other
Consumption and utility-based technology usage
Migration (moving contact centres to offshore or near-shore locations)
Outsourcing
Increasing privacy and personal information guidelines and legislation
Customer Lifetime Value (CLTV) management
Rationalisation and consolidation
Voice and data Convergence (use of converged IP technology)
Process optimisation
Use of self-services channels
2004 2005
Use of speech technologies
Domanda: Do you use, plan to use or plan to upgrade the following speech technologies in your contact centre? [Percentage of contact centres | n = 263]
1
4
31
8
10
17
Voiceauthentication/verification
Text-to-speech
Speech recognition
Currently use Plan to install (use) within next 12 months
Resolution rates
Domanda: With respect to call resolution, please indicate, where applicable, the relevant percentage of calls resolved during the past 12 months [Percentage of calls | n = 164]
63
63
73
74
74
76
77
79
68
74
74
77
73
35
19
8
6
8
6
10
9
11
8
8
13
10
2
18
20
20
18
18
13
12
21
18
18
10
17
Utilities/Energy
Technology/Media
Financial Services
Manufacturing/Products
Service Providers/Telcos
Travel/Transport
Govt/Education/Health
Business Services
Africa/Middle East
North America
Europe/UK
Asia-Pacific
Overall
% Calls resolved by initial agent % Calls escalated and resolved within call centre
% Calls unresolved or requiring further manual action
Response times
OverallEurope/
UKAfrica/
Middle EastAsia-
PacificNorth
America
Time to resolve calls
Time to resolve calls not resolved in the first call within the call centre (hours)
3 1 6 3 2
Time to resolve calls not resolved in the first call outside of the call centre (hours)
9 4 17 9 4
Time to reply to messages
Lapsed time from customer leaving a message to first attempt to re-contact (hours)
8 9 16 2 2
Lapsed time from customer leaving a message to successfully re-contact (hours)
10 9 23 2 2
Time to reply to emails
Lapsed time to reply to email (hours) 23 25 19 28 11
Time to dispatch a reply to physical correspondence
Lapsed time from when first received by mail room to reply to physical correspondence (hours)
55 65 42 50 13
Lapsed time from when first received by contact centre to reply to physical correspondence (hours)
37 35 36 43 13
Use of IP and TDM Technology Infrastructure
Domanda:Do you use, plan to use, or plan to upgrade, the following infrastructure in your contact centre? [Percentage of contact centres | n = 238]
59
11
74
0
31
11
63
39
62
33
23
50
49
0
57
0
43
13
24
27
39
33
18
33
2
0
10
10
10
19
12
33
47
33
20
38
Currently use
Plan to install
Currently use
Plan to install
Currently use
Plan to install
Currently use
Plan to install
Currently use
Plan to install
Currently use
Plan to install
TDM - based TDM-IP Hybrid IP - based
Dialler
Voice/call recording
IVR
Hybrid PBX/AC
ACD
PBX
Telephone number strategies: single number
Domanda: Do you have a single telephone number for the contact centre or different numbers for different customers / types of requirement?
[Percentage of contact centres]
22
27
36
2003 (n=188)
2004 (n=131)
2005 (n=299)
Risultati importanti
• Generali– Il contact center riporta sempre più spesso alla direzione– La customer satisfaction è sempre più importante e la
tecnologia è uno dei fattori per incrementarla
• Tecnologici– Self service sempre più importante: speech recognition!– Single number
• Organizzativi– Sempre più outsourcing ma difficoltà a valutare oggettivamente– Trascurata la gestione efficiente del personale, che è 2/3 del
costo
Contact Center Benchmarking Survey 2007
Finalmente in Italiano!
Perchè partecipare, come fare?
• Perchè…– È un’occasione professionalmente unica per confrontarsi con il mercato.– Significa fare il punto di dove si è e di dove si vuole andare.– Quest’anno finalmente l’intero questionario è disponibile in Italiano!– Vi permette di ricevere in esclusiva l’Executive Summary 2007 della ricerca (Ottobre
2006).– Vi pemette di acquistare il Report 2007 con uno sconto (per gli associati CMMC lo
sconto è ancora maggiore).
• Come fare…– Per ricevere il questionario è sufficente:
• Richiederne copia cartacea presso il nostro desk (previa iscrizione)• Richiederne copia elettronica (via e-mail) presso il nostro desk (previa iscrizione)• Richiederne copia direttamente dal nostro sito web all’indirizzo
http://www.dimensiondata.com/it/ItalianEditionofGCCBenchmarkingSurvey2007.htm• Richiedere un incontro con CMMC e Dimension Data per lavorarci insieme!
• Tra coloro che riconsegneranno il questionario compilato entro il 21 agosto sarà estratto il vincitore di un iPod Nano.