black belt project

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


(thru IVR/Agent)

Resolution Process

Reaches IVR

Incase not resolved thru IVR, then selects 9


Customer dials 121

Agents , Back end team

Prepaid customers

Customer details

in Minsat /Pacs

Training


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


(thru SMS/Agent)

De - Activation Done

Reaches IVR

Incase not resolved thru Multi model, then selects 9


Customer dials 121 / IBD

Agents , Back end team, CP

Prepaid customers

Customer details

in Minsat /Pacs


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 understanding 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




Balance Depletion (CDR available) Complaints

204785

149226

194864

145493

120149

74742

35800

0

50000

100000

150000

200000

250000




VAS Rentals Complaints

66955

125343

176743

162496

8312871831

65000

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000




Balance Depletion (CDR not available) Complaints

171102

194697

167521

100762 95618

55385

205080

50000

100000

150000

200000

250000



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 -