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CCMA Ireland Contact Centre

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					  main title
CCMA NETWORKING EVENT METEOR
   Subtitle
   Moving from a cost centre to
   PRESENTATION TO
   Company Name
   a Revenue Generating Centre
   DATE
   00.00.00
                     22nd October 2009




  PRESENTATION NAME
 main title
       Overview of Meteor
 Subtitle

           Customer Care
 PRESENTATION TO
 Company Name

 DATE
 00.00.00              Michael Byrne
                    Head of Customer Care




PRESENTATION NAME
Welcome
•   House Keeping

•   Agenda

               09:30-10:00 am                         Overview of the Operation

                                    Presentation from our 2008 Team Leader Winner on Employee
               10:00-10:30 am                   Engagement and Talent Management

               10:30-11:00 am                         Tour of the Contact Centre

               11:00-11:15 am                             Break Tea / Coffee

                                 How Customer Care fits into the organisation and the importance of an
               11:15-11:50 am
                                                  excellent customer experience

                                    Moving from Cost Centre to Revenue Generating centre through
               11:50-12:30 pm
                                            successful Telesales and Retention Campaigns

               12:30-13:30 pm                           Light Lunch (optional)



•   Glimpse of Meteor History

•   The Customer Care Story ….

PRESENTATION NAME
    The Customer Care Story

•     Meteor Mobile Communications was established in 2001 having been awarded Ireland's
      3rd mobile licence.

       –   Launching with 30 contact centre staff, handling 100,000 calls per year


•     We now have two contact centres which service our customers - one based in Dublin and an
      outsource call-centre in Waterford.

       –   Now employing over 400 contact centre staff, handling 3.7 million contacts per year



•     Dublin
       – PrePay, PostPay, Business Support, Mobile Broadband, Administration, Retention, Telesales, Credit Control

•     Waterford
       – PrePay, PostPay, Dealer Support Group, 24 Hour Support




    PRESENTATION NAME
Cost Centre to Revenue Generator




             The need for change ….




PRESENTATION NAME
New Organisation Structure


  Call Centre         Business       Retention &      Business
                                                                     Customer Care
  Operations        Enhancement       Telesales       Support


    Workforce
                                      Save Team
    Planning            Quality                                         Pre- Paid
                                      (Reactive)
                                                                        Support
                                                      Tech Support
   Management
    Reporting         Business
                     Process Re-      Tele-Sales
                     engineering
   Reporting &
                                                                      Administration
    Analysis
                      Marketing
                                     Credit Control
                      Interface
   Budgeting &
  Business Case
                                                      Biz Support
                                                                        Post Paid
                                      Complaints                         Support
     Systems        Communications
                                     Management
     Interface




PRESENTATION NAME
    Our Measures of Success
                                                                                                                       AHT secs
                                                                      Average Handling Time
•    Achieve target service performance levels for all areas                                                           Target
                                                               350
      •   Service Level Performance                                              339
                                                               330
      •   Customer/Staff Experience
                                                                                       317
                                                               310
                                                                           299
•    Reduce cost through:                                      290   291                           291

      •  Productivity Improvement                              270                                                           271
                                                                                                                265
      •  Call Elimination                                      250
      •  Reduced Cost of Resources

•    Reinvest savings into value add activity
      •   Retention
                                                                       Agent Occupancy                                Occupancy
      •   Telesales
                                                                                                                      Target
                                                               90%                                       85%
                                                               85%
Key Initiatives to improve success                             80%                                 81%         76%
                                                                                                                       77%
                                                                                 77%
                                                               75%
      •    Multi-skilling to increase occupancy                70%
                                                                                             74%

      •    Blending within Support Teams                       65%
                                                                     62%
                                                               60%
      •    Restructure of Teams with focus on Efficiencies     55%
      •    New Organisational Structure                        50%
    Cost Reduction
•    Call Elimination
      •    Call volumes have reduced from an average of
              BillPay - 42% to 30%
              PrePay - 29% to 23%
                                                                         % Call from Subscriber Base
                                           50%

                                           40%

                                           30%
                                                                                                                                        Post Pay
                                           20%                                                                                          Pre Pay

                                           10%
                                                  Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09


•    Budget against forecast
      •  By changing our budgeting model and ensuring accountability for cost centres within
         the department we have managed to contribute 8% saving to the company’s bottom
         line.
                                                                     Budget v Actual

                                            €1,100,000


                                             €900,000
                                                                                                                                        Budget
                                                                                                                                        Actual
                                             €700,000


                                             €500,000


    PRESENTATION NAME
Our People are our Focus

•   Recruitment and training

•   Staff Development

      –   Senior Agent programme
      –   Query Desk
      –   Advanced Excel Skills
      –   Executive Presentation Skills
      –   Call Centre Simulation Workshop


•   Staff Reward, Recognition, Motivation and Communications

      –   Reward & Recognition Scheme
      –   Parkwest Insight
      –   Meteorite Awards




PRESENTATION NAME
 main title
Employee Engagement and
Subtitle
         Talent Management
 PRESENTATION TO
 Company Name

 DATE
 00.00.00
                Maria O’Donoughue
          2008 ICCA Team Leader Winner




PRESENTATION NAME
 About me…
I began my career with Meteor November 2000 in the post room

Moved to Customer Care February 2001 as an agent

Promoted to Team Leader March 2006

Moved to Business Team

Now looking after the advanced Customer Care team

My inspiration is Nelson Mandela

Any Obstacle can be overcome.
Don’t let anything stop you achieving your goal, while still
considering others

I have also been inspired by certain, agents, team leaders
and managers that I have had the privilege to work with over
the years

 PRESENTATION NAME
5 Key themes for Staff Development




    Interaction     Communication   Engagement   Feedback   Direction




PRESENTATION NAME
Reward and Recognition

Recognised the need for reward and recognition

Didn’t want to just throw money at it!

I led the new Reward and Recognition Programme in Customer Care

Developed a programme that recognised agents for
    – Extra Mile Award
    – Agent of the Month
    – Agent of the Quarter
    – Agent of the Year




PRESENTATION NAME
Talent Management
How can we effectively manage our talent?

•    Understanding agents aspirations and career goals

•    Give agents more responsibility

•    Encourage further learning

•    Performance Management.

•    Promote a culture of advancement from within.




PRESENTATION NAME
Success in Customer Care




PRESENTATION NAME
Staff Satisfaction




                    73% of staff are satisfied!!

PRESENTATION NAME
Summary




PRESENTATION NAME
 main title
 Subtitle

        Tour of the Contact Centre
 PRESENTATION TO
 Company Name

 DATE
 00.00.00




PRESENTATION NAME
    main title fits into the
     How Customer Care
organisation and the importance of excellent
    Subtitle

              customer experience
    PRESENTATION TO
    Company Name

    DATE
    00.00.00          Leah Ivers
            Business Enhancement Manager




   PRESENTATION NAME
How we fit into Meteor!


•   Physically Located away from all other departments in Meteor

•   Historically Customer Care was not typically involved in product concept,
    development, launch planning

•   Counterproductive not having your front line involved in product launches

•   Customer Experience can sometimes be forgotten

•   Hard to get the balance right!

•   New strategy put in place to improve working relationships with Sales and
    Marketing



PRESENTATION NAME
A new structure….


•   Business Enhancement Team

•   Objective -
     – Act as the point of contact with all other departments
     – Improve Customer Experience through quality assurance
     – Drive efficiencies through process re-engineering
     – Manage all communications within Customer Care

•   The new team…..
     – Marketing Liaison
     – Customer Focus team
     – Quality Assurance
     – Knowledge Management



PRESENTATION NAME
Marketing Liaison Role

•   Works directly with Marketing on all new customer offerings

•   Involved and approver at all key milestones including concept and go to market
    plans

•   Brings all changes back to customer care to ensure readiness

•   Works at providing staff offers, training so agents are fully engaged

•   One example of this was Meteor Mobile Broadband Launch – 20% less calls
    than forecast despite increased demand




PRESENTATION NAME
Bill Pay Lite


•   Importance of interaction with Marketing

•   Customers were telling us exactly what they wanted

•   Feedback into Marketing to develop new plans to help retain our customers.




PRESENTATION NAME
Our Old Knowledge Management System


•   Galileo




PRESENTATION NAME
Our low cost, no frills Knowledge
Management System!
•   Our existing system was no longer fit for purpose.

•   Internal Project team set up to investigate our options

•   4 month project

•   Complete overhaul of the existing system

•   New features….
     – Latest Updates
     – Current Special Offers
     – Marketing Calender
     – Date and Author stamp
     – Quick Links
     – Google type search option

PRESENTATION NAME
Eolas Screen Shots




PRESENTATION NAME
PRESENTATION NAME
                                  Customer Experience Programme

                                                                                                               5. Continuous
Customer Experience Improvement




                                                                                                               Improvement
                                                                                                                   Model

                                                                                                4. Introduce
                                                                                                 Customer
                                                                                                 Delighters
                                                                              3. “Quick Wins”
                                                                              and longer term
                                                                                 initiaitives
                                                              2. Identify
                                                            Customer Pain
                                                           Points / Moments
                                                                of truth
                                         1. Identify the
                                           Customer
                                            Journey




                                  PRESENTATION NAME
     Our Approach

Customer           Review all customer touch points and
Experience         channels



                                                           Call Centre Retail     Email       Online   Handset      Field

Customer           Understanding customer needs and
lifecycle          wants during their lifecycle




Customer           Understanding of the key interactions
Moments of Truth   that have the greatest power to drive          New Account    Bill Shock      Lost phone Upgrade phone
                   loyalty
                                                                         Moments of Truth that will drive loyalty

End to End         Address internal process that are
process            causing customer pain points and
                   improve processes which are
                   Causing customers increased effort
Our Customer Experience Vision

•    Give customers control

•    Delight the customers when it makes sense and cents!

•    Fix where the company fails on its promise

•    Customers are our bread and butter!




PRESENTATION NAME
    main title
Moving from Cost Revenue through successful
    Subtitle
     Telesales and Retention Campaigns
    PRESENTATION TO
    Company Name

    DATE
    00.00.00         Ronan O’Neill
            Retention and Telesales Manager




   PRESENTATION NAME
    Traditionally…..


•    Period of Growth

•    Market Share Driven
      – 20% Market Share


•    Business Maturity
      – 1.1 million customers


•    Market Maturity - Saturation
      – New Acquisition -v- Churn
Shaping the future….

 – Traditional Contact Centres are viewed as a cost centre.

 – Under constant pressure to reduce cost normally through staff reduction

 – Improving service drives up cost

 – We explored many different opportunities to add value to the business

 – Our aim was to
     • Increase revenue
     • Control costs
     • Maximise the Customer Experience
    What we did….
•   Change in Market
     –   Slow down in new Acquisition
     –   Increase in Churn
     –   Demands for better service & greater value

•   Move to Streamline the Business
     –   Internal process review – what are we doing as a business that drives cancellations in itself

•   Balance Costs
         “Balancing the books” proving the concept that a call centre can pay
          for itself

•   Target the Base
     –   Contact volumes as a potential sale opportunity
     –   Contact volumes as a potential marketing opportunity

•   Our Challenge
     –   There isn’t another million customers in Ireland for Meteor
     –   “What can we contribute to future growth?”
    Retention Strategy

•   Slow down in new acquisition -v- increase in churn

•   Retention Focus                                               % saved on Post Pay Account
                                                    60%
•   Move to Retention Strategy                                                                        48% 48%
                                                    50%                                                         49% 48%
                                                                                            38% 42%
     –   Review of Internal Process driving churn   40%                     31%   30% 33%
     –   Review Cancellations Policy
                                                    30%
     –   Profile Cancellations                                    18% 19%
     –   Review Systems                             20%
                                                            12%
     –   Flow of information back to the business   10%

                                                       0%
•   The Team
     –   Increase in dedicated resources
     –   Scripting on Call Structure and Approach to
         cancellation
     –   Dedicated training pack

•   Systems
     –   Tracking Systems – Business Express
     –   Saves Suite – built by demand
    Telesales Strategy

•   Contact Volumes …. Potential Market                                     Data Add On Campaign
                                                             30%
                                                                                                   25%
     –   Educate - Articulate - Drive the Sale               25%    21%   21%
                                                                                19%          20%
     –   ARPU Growth – the next generation                   20%
                                                             15%                                                Data
                                                                                                                Add
                                                             10%                                                Ons
                                                              5%
•   Dedicated Team to close the Sale                          0%
     –   ‘Retention turned Sales Team’
     –   Move to create new function
     –   Expansion for the future


                                                                          19%
                                                                                      Upgrade Campaign
                                                             20%
•   Build on Relationships with Marketing                                              15%   16%         16%
                                                             15%
     –   Drive Telesales activity through marketing campaigns       12%                            12%
                                                                                                               Upgrad
                                                                                10%
     –   Drive proactive outbound targeting                   10%                                              e
                                                                                                               Upgrad
                                                              5%                                               e Target

•   Lead Generation                                           0%

     –   leads2cash
    Our contribution

•   Combined value of all activities including
     –   New acquisition
     –   Value Added Service
     –   Upgrades
     –   Retention
     –   Has delivered over significant revenue to the bottom line

                                         New Acquisition
                     800
                     700

                     600

                     500
                     400
                     300
                     200
                     100
                       0
                           Feb   March   April   May   June   July   August   Sept
Mission Complete….




 We have paid for ourselves!
                    Thanks!


PRESENTATION NAME

				
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posted:10/12/2012
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