hgs - advertiser loyalty management

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Advertiser Loyalty Management Services for transforming YP Industry Nov, 2010 Anand Biradar I VP BD I [email protected] I +1 201.286.7741

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Thoughts on managing advertiser loyalty, specific to US Yellow Page Industry

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Page 1: HGS - Advertiser Loyalty Management

Advertiser Loyalty Management Services for transforming YP Industry

Nov, 2010Anand Biradar I VP BD I [email protected] I +1 201.286.7741

Page 2: HGS - Advertiser Loyalty Management

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Key Business Objectives …

Proactive and careful transition to new world of multi-media experience

Continuously improve First Contact Resolution

Optimize Staffing for Efficiency, Automate processes Cultivate high-touch employee engagement Continuously improve - Lean, Six Sigma, Kaizen

Up-sell and Cross-sell Strategies Bundled offering Adopt new age marketing / referral schemes

Consistently provide world-class brand experience

Advertiser Loyalty

Cost Savings

AdvertiserGrowth

Overall Objectives

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Medium:DigitalFriends, familyPrintMobileWebsites

Touch Points:NewspaperMagazine TelevisionRadioOnline blogsOther websitesFacebook, twitter etc.,

Touch Points:SalesInduction /On boardingService and SupportEducationValue EnhancementCollectionsContract renewal

Medium:VoiceEmail, chat, direct mailDirectoryCompany website

Factors influencing the advertiser perception

Internal to company External to company

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Contract Renewal

Collections

Bundled offeringValue enhancement

AdvertiserEducation

Service / Billing / Claims

Advertiser Induction

Sales Process

Roadmap - Controllable touch points with Advertisers

IVR/VRU - Automation

Analytics – Loyalty, speech and social media

Fulfillment

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Transforming service to CARE

Know your Advertiser Deliver the experienceReach out to your Advertiser

Address channel proliferation – Print/Digital/Social Media etc.,

Create on ongoing two-way dialogue (direct & indirect)

Continuously monitor key drivers of advertiser relationship

Understand changing needs and behaviors

Stay close to valued advertisers

Improvise on ways to measure loyalty

Invest in Loyalty Analytics

Invest in Social Media Management

Empower front line to build trust-based relationships

Incorporate aspects of advertiser business in training

Coach and develop the front line to use benefits and brand reinforcing statements

Up-sell and cross-sell through advertiser education to add value

Design process flow for seamless communication among all partners impacting service

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Technology for Advertiser Touch Point Solutions Advanced Speech Recognition IVR

Conversational and directed speech Advertiser centric self serviceFully integrated into customer databases for dynamic solutions

Nielsen BuzzMetricsIndustry-best tool for social media monitoring analysisDelivers end-to-end social media management solutionsMonitors more than 100 million online sitesProvides trends and analysis on influence, frequency and tone

Speech Analytics – Impact 360Automatically surface changes in advertiser behaviorUnderstanding drivers of cost and advertiser satisfactionAutomatically bucket emotional advertiser interactions

Email and web-chat systems Fully integrated with Client website for a seamless online presenceWeb chat applications to initiate chats with business advertisers on specific sites

Page 7: HGS - Advertiser Loyalty Management

Company Overview

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Frontline representatives are the ambassadors of brand and their attitude, belief and actions affect customer loyalty

Frontline representatives are the ambassadors of brand and their attitude, belief and actions affect customer loyalty

We believe…

Each interaction with an advertiser is an opportunity to deliver smile and develop lifetime loyalty.

Keeping current with the latest technology and cutting-edge processes positively impacts effectiveness and efficiency of operations

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About HGS

Global provider of seamless Relationship Management services

37 years of experience in managing customer emotions

$200 million in revenue

110 clients, 30 centers

16,500 employees, 6 countries

USAPeoria, IL

Waterloo, IAEl Paso, TX

St. Louis, MOWarrenville, IL

CanadaMontreal

PhilippinesManila Iloilo

India MauritiusCyber City(BCP Site)

U.K.LondonScotland

Major cities

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HIPAA – Health Insurance

ISO 27001ISO 9001:2000

Six Sigma Process Improvement

PCI DSS v1.2 compliant

Quality

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Industry Recognition

One of the Top ITES Companies in India

Winner Of Most Innovative BPO 2008 Philippines

Top 15 ITESBPO exporters FY

07/08

Top 10 Employers Employee Satisfaction/ HR Practices - 2008

One of the 200 “Best

under a Billion” Forbes Asia - 2005

Gold Medalist Competency

Development - 2008

Top 2 Call Centre Companies

globally - 2008

Gold Medalist Lean Six Sigma -

2008

Best Employer Brand Award (BPO) 2009

Best Employer Brand Award (BPO) 2009 Deloitte Fast50 –

Ranked # 30 - 2009

Deloitte Fast50 – Ranked # 30 - 2009

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HGS Client Satisfaction Survey Results - 2010

Response Rate HGS Industry Average

Response % (Polled – 459) 69.7% 50-55%

Customer Experience Index HGS Industry Average

Scale of -100 to +100 +45.6 +40 to 45

Overall Satisfaction Score HGS Industry Average

(scale 1-7, 7 being the best) 5.9 4.8-5.5

Key Outcome Measures

HGS - US Operations

HGS - Worldwide Operations

Industry Standard

Satisfaction 6.01 5.86 5.60Loyalty 6.04 6.04 5.70Advocacy 6.15 6.00 5.70Value for money 5.62 5.43 5.10

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Your Customers. Our Priority.Global Solutions Delivered.

Anand Biradar I VP BD I [email protected] I +1 201.286.7741