vodafone spain case olga garcía pelayo august 2006
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VODAFONE SPAIN CASEVODAFONE SPAIN CASEOlga García PelayoAugust 2006
SUMMARY
• VODAFONE SPAIN CASE INTRODUCTION
• CONTINUOUS IMPROVEMENT PROCESS
• RESULTS OBTAINED
• CONCLUSIONS
VODAFONE SPAIN CASE INTRODUCTION
STEPS TAKEN
DTMFDTMFASR IVRASR IVR
Natural dialoguesNatural dialogues
Since DTMFSince DTMF......
AUTOMATED SERVICES NOWADAYS
• Promotions and marketing campaigns• Pricing plan managements• Bank account change• Duplicate bills• International call unblocking and use of some international
services• Voice mail• Missed calls• PUK codes• Credit limits• Loyalty points program• Other Vodafone Spain services...
BEGINNING...
DTMFDTMF
3G IVR3G IVR
ASR IVRASR IVR
Natural dialogues
Natural dialogues
Since DTMFSince DTMF......
... To the new 3G IVR... To the new 3G IVR
173173
Mobile Web Application
Mobile Web Application
VIDEO IVRVIDEO IVR
MAIN CHARACTERISTICS
1. 1800 ports
2. An average of 250.000 calls/day with peaks of up to
330.000 calls during promotional campaigns
3. 62% of the calls are completely managed within the IVR
4. 11.500.000 clients using the IVR
5. 88% of clients using the IVR / total Vodafone clients
6. Over 850.000 on-line transactions
7. Simple and proactive dialogues and completed
management options
CONTINUOUS IMPROVEMENT PROCESS
HOW CAN WE MAKE THE CUSTOMER BE THE QUALITY BASE?...
IMPROVEMENTS DEFINITION
PROCESS
ANALYSIS
PROCESS INDICATORS
... Bearing in mind customer satisfaction as the main indicator of all continuous improvement processes
HOW MUST WE MEASURE OUR PROCESS?
• Quickly
• Continuously
• Not bothersome
• With a cheap system
• With a flexible system
• Keeping a statistic
representative sample
1 hour after their call to the CSC
95% 96% 93%89%
Easy Quick Notbothering
Will repeatthe survey
13.000 successful surveys/day
Applying to calls managed by an agent
Applying to calls managed by IVR
Applying to customers who have problems
Applying to web channel users
CUSTOMER SERVICE SURVEY PROCESSF
AS
E I
FA
SE
II
IVR
CRM
IVR SURVEY(1 hour after their call to
the CSC)
SURVEY FILTER
CAN WE EXECUTE THE
SURVEY?
NO
YES
DID WE ASK THEM
BEFORE?
Obtain PUK code28568526
1 hour passes
CRM
AUDIO EXAMPLE
MENU OPTIONS ANALYSIS
% Resolution % Satisfaction % Use
A2
PIN
/PU
K
Vo
ice
ma
il
Cre
dit
lim
it
SM
S &
MM
S
Bil
lin
g
Lo
st
ca
lls
Inte
rna
tio
na
l c
all
s
Pro
mo
tio
ns
Pri
cin
g p
lan
s
Qta
l
Total Options Average
For example, we decided to focus on Promotions because this service had high call volumes and lower resolution and satisfaction values than average
LISTENING OUR CUSTOMERS
The IVR team reviews the answers and what
the customer responded in the IVR menu, and
completes this information listening to samples
of calls in this IVR menu.
Finally after the analysis the IVR team make
changes on the IVR menu based on this.
% Resolution % Satisfaction % Use
REACHED RESULTS
IVR-ASR MANAGED CALLS
Nº
Ca
lls (
tho
us
an
ds
)
0%
10%
20%
30%
40%
50%
60%
70%
% M
an
ag
ed
AS
R-I
VR
Nº Calls
% Managed ASR-IVR
8 M
4 M3.3 M
We can see in the graph the prepaid customer satisfaction for clients who finished their call on the IVR-ASR in relation to clients whose queries were solved by an agent.For example, at week 3 IVR-ASR obtained better satisfaction results than via agent, a 16%.
IVR SATISFACTION RESULTS
% calculated in relation to Agent satisfaction
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
43 44 45 46 47 48 49 50 51 52 53 1 2 3
IVR 123 Prepaidsatisfaction
Polinómica (IVR123 Prepaidsatisfaction)
Week
% Sat.
Agent satisfaction
CONCLUSIONS
IVR is an adequate measuring tool
Listening to Customers
CONCLUSIONS
Technology works!! But the
real key is to design good
dialogues.
Learning lessons
MEASURE
PROPERLY
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