US TELCO/PAY TV PROVIDER – CX IMPROVEMENT
BACKGROUND
- US telecommunications company with outsourced Care (billing), Technical assurance and Sales work in Manila (~600 FTE) and the USA – primarily voice work. Product lines include: fixed line, video (Pay TV) and internet.
- Despite many best practices, the Philippines BPO program had consistently under-performed on CX (Csat) leading to our engagement as a ‘last option’.
APPROACH
- We reviewed BPO operating processes and practices against our best practice criteria with a specific focus on CX drivers and sustainable ways of working. This entailed establishing a call-driver analysis, creating new continuous improvement analytical capability and processes, a leadership culture assessment and upskills, and an end-to-end review of people and operational practices.
- Operational audit results were provide to the BPO to develop an action plan with monthly follow-ups for 4 months.
OUTCOMES
- CX: Csat improved from 68% to 76% in 5 months – outperforming the USA team (72%)
- People: better operating routines/support and leader upskills resulted in sustainable frontline improvements.
- Attrition fell from 70% (annualised) to <20%. A stable workforce provides a foundation to build CX capability.
- Agent incentive scheme participation increased by >20%.
LESSONS
- Criticality of anchoring on resolving customer issues the first time – and building aligned operating processes and priorities in support of this goal – eg: moving away from post-call service recovery to real-time resolution underpinned by intra-day interval management, new coaching and QA routines, KPI re-alignment, aligned recruitment and training. Building self-support mechanisms that drive a continuous improvement mindset.
- Using data-based insights to prioritise interventions, supported by structured variation analysis to track impacts. A sustainable way of working.
- The fundamental role of leadership mindset /culture in unlocking performance capability.
- Success breeds success. A stable workforce (low attrition) provides a foundation to build capability.
- Engage the frontline actively in design. Those in the work have the best understanding of customer needs. Involving them in the review and re-design builds capability & sustainability.
