Quality Assurance & Customer Service Presentation

Mahmoud ElhefnawiApril 2013

Contents

2- Services process Model

3- Process development

6- Services KPI- Small control loop

1- Quality Assurance organization chart

7- Audits Procedure - large control loop

5- QA / customer service controlling procedures

8- Call center management

9- Services customer voice concept

10- Customer voice -job order form

4- Services Handbook

12- Customer satisfaction Surveys

11- Customer voice– Happy call

13- Customer complaints management system

14- Customer Satisfaction Award

15- Telesales system

16- SMS System

1. Quality Assurance Organizational chart

Service DirectorHussam Ibrahim

QA / customer service Manager

Mahmoud Elhefnawi

QA audit supervisor

Call center agent2 employees

Telesales call center agent2 outsourced

Electronics agent5 outsourced

Pro-clean agent 1 outsourced

Market research

Service package development

(features & contracts)

Process Development

(SOP)

Service Selling

Service rendering & KPI

Field feedback

2. Services process Model

3. Process development Methodology• We use the standard SIPOC model for developing

our process (supplier-input-process-output-customer)

Process description(home service SOP’s )

outputSupplier Input Customer

ESP customerHome service

request via call center

• Receiving customer request / call center procedure

• Home service request procedure

• Repaired item

• Repair time is less than 14 days

• Response within 24 hrs.

ESP customer

4. Services Handbook

Service’s Handbook is established to fully describe the services operation in confirmation with the ISO9001:2008 guides, it is the container for all SOP’s to serve 3 objectives:

1- reference manual for all staff2- training materials for new hired staff3- to ease the opening of new stores

5. QA Customer Service Controlling procedures

• Audit procedure

• Customer satisfaction award procedure

• Happy calls procedure

• Complaint management procedure

• Document control procedure

• Telesales procedure

6. Services KPI - Small control loop

The How?

Again, based on SIPOC process model, for the output part we develop the KPIs to

measure the effectiveness ( actual performance / commitment to customer) , and

the efficiency ( consumed resources/ planned resources).

6.1. Services KPI- Small control loop

The What?

•# of over due pending cases•% of ESP cases closure rate within 72 Hr

•% of ESP cases without loaner after 3 days•% of cases closure rate- within 14 days•average repair time (days)•% of customer complaints through call center•% of satisfied customers •ESP customer satisfaction survey•Electronics customer satisfaction survey•Response Rate (ESP Home Service)

•# of over due hardware pending cases•% of Force tel solved cases•% of answered force tel calls•Forcetel average call time (min)•% of Force 24/7 cases closure rate (software)•% of Force 24/7 cases closure rate (hardware)•Software average repair time (days)•Jawwaly average installation time•D3M average repair time (days)•Hardware average repair time (days)•% of satisfied customers (forcetel/ HW repair/

D3M/ Jawwaly)•Force 24/7 customer satisfaction survey•% of Force 24/7 / Jawwaly customer

complaints

Electronics KPI Smart business KPI

6.2. Services KPI- Small control loop

The Tool

KPI system is an In House Application (IHA), developed by IT to provide Services department with all KPI required to monitor process performance

6.3. Services KPI- Small control loop

The KPI Charts

KPI review meeting is held every Wednesday, as a result corrective actions are taken for the missed-targets.

7. Audits Procedure - Large control loop

• Audit procedure is established to measure the adherence degree of our

operations to the designed and documented procedures and processes. •Audit check list is designed to satisfy the requirements of the norms

ISO9001 for system audit, and VDA6.3 – Services for process audit •Audits are conducted by a qualified and certified auditor.

Audit plan

Audit procedure

KS3 ERS KS6 KS1 HPSP-Kh0

2

4

6

8

10

12

14

16

6 5 4

4

22

14

6

No. of Audit Findings Per Locationas of 12 Mar 2013

ELEX / TECH CTR. FORCEHPSP JAWWALY

LocationN

o. o

f Fin

ding

s

Audit finding report/ corrective actions/ due dates / follow ups

7.1. Audits Procedure - Large control loop Cont./

8. Call Center Management

Call center is an outsourced center located in Jeddah. The call center delivers the following

business activities:-

Force -Tel7 agents (extra's

employees)•24/7 Technical support for ForceTel customers (inbound)

Electronics

repair5 agents (Outsourced)

•Receiving customer inquiries (inbound)•Receiving and recording home service requests (inbound)

Business

Activity Assigned resource Tasks

QA 2 agents (extra employees)•Happy calls (outbound), short survey with 2 questions with

customers who enjoyed our service •Recording customer complaints (inbound), using eXtra database

Pro-clean 1 agent (Outsourced) •Receiving customer inquiries (inbound)•Receiving and recording home visit requests (inbound)

Telesales 2 agents (Outsourced) •Conducting telesales for the new projects (quick-fix), using in

house application system

8.1. Call center daily performance reports

Date Call Off ered Calls Answrd Calls Abd af ter Threshold 3.2 Srv Level avg wait time Av.Handel

Time01-Apr 318 254 64 20.1% 52% 1m16s 2m55s

02-Apr 218 198 20 9.2% 76% 29.9s 3m3s

03-Apr 201 184 17 8.5% 79% 19.6s 3m23s

04-Apr 188 175 13 6.9% 84% 17s 3m8s

05-Apr 21 19 2 9.5% 76% 30s 4m14s

06-Apr 563 339 224 39.8% 53% 1m12s 2m53s

07-Apr 364 296 68 18.7% 69% 34s 2m18s

08-Apr 354 291 63 17.8% 70% 17s 3m18s

09-Apr 286 272 14 4.9% 84% 9s 3m5s

10-Apr 313 297 16 5.1% 86% 8s 2m46s

11-Apr 224 212 12 5.4% 91% 5s 2m41s

12-Apr 14 14 0 0.0% 100% 1s 3m54s

13-Apr 353 310 43 12.2% 70% 19s 2m51s

14-Apr 322 292 30 9.3% 81% 11s 2m42s

15-Apr16-Apr17-Apr18-Apr19-Apr20-Apr21-Apr22-Apr23-Apr24-Apr25-Apr26-Apr27-Apr28-Apr29-Apr30-Apr

Tota April 3,739 3,153 586 15.7% 67% 2m54s 29s

Tota J an 6,728 6,043 685 10.2% 65% 37s 2m17s

Tota Feb 6,206 5,800 406 6.5% 74% 26s 2m19s

Tota Mar 6,326 5,941 385 6.1% 77% 2m39s 23s

36%

1%

63%

COMPLAINTS

NEW REQUEST

CUSTOMERS FOLLOW UP

GENERAL INQUREY

Quick Fix Inquiry

DISSCONNECTED AND NON-BUSINESS CALL

Calls breakdown Report:-Daily average calls 250

Agents Service Level Report:-Service level agreement 85%, Abd. 3%

01-Apr 318 254 64 20.1% 52% 1m16s 2m55s

02-Apr 218 198 20 9.2% 76% 29.9s 3m3s

03-Apr 201 184 17 8.5% 79% 19.6s 3m23s

04-Apr 188 175 13 6.9% 84% 17s 3m8s

05-Apr 21 19 2 9.5% 76% 30s 4m14s

06-Apr 563 339 224 39.8% 53% 1m12s 2m53s

07-Apr 364 296 68 18.7% 69% 34s 2m18s

08-Apr 354 291 63 17.8% 70% 17s 3m18s

09-Apr 286 272 14 4.9% 84% 9s 3m5s

10-Apr 313 297 16 5.1% 86% 8s 2m46s

11-Apr 224 212 12 5.4% 91% 5s 2m41s

12-Apr 14 14 0 0.0% 100% 1s 3m54s

13-Apr 353 310 43 12.2% 70% 19s 2m51s

14-Apr 322 292 30 9.3% 81% 11s 2m42s

15-Apr16-Apr17-Apr18-Apr19-Apr20-Apr21-Apr22-Apr23-Apr24-Apr25-Apr26-Apr27-Apr28-Apr29-Apr30-Apr

Tota April 3,739 3,153 586 15.7% 67% 2m54s 29s

Tota J an 6,728 6,043 685 10.2% 65% 37s 2m17s

Tota Feb 6,206 5,800 406 6.5% 74% 26s 2m19s

Tota Mar 6,326 5,941 385 6.1% 77% 2m39s 23s

9. Services customer voice concept

F/B via call center (happy calls, customer complaints)

F/B via customer survey

F/B during & after service Directly (service Job Order Form)

customereXtra

10. Customer voice - Job order form

Home service job order form and the feedback from the customer mentioned in the bottom of the page

11.1. Customer voice– Happy call

Mission closed on the mission

system

Closed mission listed in the happy

call system

Call center agent calls the customer

and conduct survey

Happy calls results are

reviewed by services

supervisors and corrective actions

are taken

Summary statistics are

reviewed during KPI meeting

• Happy call is a short customer

survey, takes 5 minutes with 2

questions ( did you receive the

service & are you happy with

our service)• Done by call center agent• Done for all repair missions• Done for 10% of installation

missions

11.2. Customer voice– Happy call

Happy-call system reports and graphs are auto generated

11.3. Customer Satisfaction Results from happy calls

2008 2009 2010 2011 2012 201378%80%82%84%86%88%90%92%94%96%98%

0

50000

100000

150000

200000

250000

300000

350000

no. of tickets % of happy customers

2008 2009 2010 2011 2012 20130

5000100001500020000250003000035000

050000100000150000200000250000300000350000

no. of tickets no. of happy calls

* In 2008, it was manual calculation, IT system was not implemented yet

% of satisfied customers & No. of services tickets

2012 Target was 90% Satisfaction and we achieved 94%.

No. of Happy Call Customers & No. of tickets.

Approximately 30,000 happy calls conducted.

12. Customer satisfaction Surveys

Customer satisfaction surveys targeting the customers who enjoyed our

services for the last 6 months, the information collected are:

- Customer satisfaction index

- Defining Customer’s behavior change

- Defining Customer’s values related to each service package

- Matching between internal KPI , and the customer values

12.1. Customer satisfaction Surveys

2008 20090%

10%20%30%40%50%60%70%80%

ESPForce247forceTel

• Surveys were implemented on 2008 & 2009.

• In 2010/2011 we didn’t conduct customer satisfaction surveys, however we collected general information during the marketing researches done for developing new services package, e.g. pro-clean/ extra-care/ pc extended warranty.

• 2012 Customer satisfaction survey planned to be in the customer experience project.

• 2013 survey will be decided after Q1 budget BPE.

13. Customer complaints management system

• Customer complaints management system was developed to automate

manual paper work and communications , which consume time and

normally have lake of control, this automation allow staff to focus on the

solutions, and keep things under control all the time.

• System is developed according to ISO9001/ ISO TS requirements for

continuous improvement.

13.1. Customer complaints management system

Customer calls call center to file a complaint, call center agent records the complaint on the system

System auto define the responsible and send him a notification mail

Service supervisor review the case and define the actions

Service supervisor implement the action with his team

Service supervisor update the system, system shows the customer on the Happy call list

Call center agent conduct happy call with the customer and confirm the closure of the complaint.

13.2. Customer complaints management system

System screen shots

13.3. Customer complaints management system

Complaints analysis by store , 2013

13.4. Customer complaints management system

Root cause analysis from the system

13.5. Customer complaints- trend over last years

No. Tickets V no. complaints

2008 2009 2010 2011 2012 20130.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

0

50000

100000

150000

200000

250000

300000

350000

no. of tickets % of complaints

No. Tickets V % complaints

2008 2009 2010 2011 2012 20130

50100150200250300350400450500

0

50000

100000

150000

200000

250000

300000

350000

no. of tickets no. of complaints

14. Employee Customer Satisfaction Award

To enforce front-liners staff to be customer centrist, we offer them to win a prize of SR 500 in addition to a certificate for the recognized performance by the customer.We budgeted for one winner per business (smart/ electronics) and per region ( eastern central/ western) every month.

procedure Selection criteria format

14.1. Employee Customer Satisfaction Award

15. Telesales system

• Telesales application is an in-house-Application by IT department

• We use our customer data base (electronics and Smart product)

• Payment is done by SADAD system• Currently we sell quick-fix through this channel

procedure Select the customer

Offer the service package

Send SMS with SADAD

no.

f/u with customer

Create customer

’s contract

after payment

15.1. Telesales system

16. SMS system

• SMS system is in house application• It is used basically as a customer feedback tool to customer

informed about his ticket status• SMS is also part of telesales system

16.1. SMS system

Thank you…