SMS Technology Implementation into MSSA

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SMS Technology Implementation into MSSA

  1. 1. THE IMPLEMENTATION OF SMS CELLULAR TECHNOLOGY INTO MARIE STOPES SA’s EXISTING COMMUNICATION INFRASTRUCTURE – A CASE STUDYGroup 4<br />
  2. 2. Introduction<br />Current Call Centre infrastructure<br />A toll free landline number<br />76.3% of adult South Africans have access to a cell phone<br />Globally, close to 200 000 text messages are sent every second<br />MSSA not adequately capitalised on mobile communication to improve the way they communicate with clients<br />
  3. 3. Motivation for new technology<br />Drop in calls attributed to the difficult economic climate, and the inaccessibility of landline telephones<br />The manner in which the “cost of call” objection could be overcome<br />Improved access to information about services and clinical backup, without additional cost<br />
  4. 4. Options in SMS technology<br />USSD (Unstructured Supplementary Service Data) <br />Uniserver option<br />Server-based application<br />Makes use of SMS and Please call me<br />Require the purchase or lease of GSM Modems to host the server<br />Security in terms of data storage<br />Request in short codes, or menus from the network<br />Starts with an asterisk key (*) followed by digits, separated by a *, and terminated with a hash key (#) <br />Utilise the Mytxt system to send messages <br />Data storage using cloud technology<br />
  5. 5. Proof of Concept <br />Seven clinics selected to be part of the pilot rollout over 1 month<br />Outbound campaign to the selected areas raising awareness of the SMS free number campaign <br />30,000 cell phone holders, selected as female, between the ages of 15 and 24 sent awareness messages<br />Response rate of 3.7%, which is well over the recognised response rate of 1.5% to unsolicited messages<br />
  6. 6. Implementation<br />Training of the existing MSSA call centre operators<br />Bulk SMS messages to the purchased database were released on 6 June 2011<br />Backlog of responses for agents to clear<br />600 requests for either information or a return call from an operator<br />The SMS functionality has ensured maximum reach and great usability<br />
  7. 7. Post implementation Monitoring<br />Total of 1127 SMS queries had been received by the call centre in June 2011<br />Limited reporting facility but valuable information<br />Database of approximately 1000 contacts established<br />Contacts with clients have increased<br />Call centre operators capacity increased<br />Can control and monitor the communication cycle<br />
  8. 8. Lessons Learned<br />The need for a clear, researched implementation strategy <br />Timelines, roles and responsibilities are clear<br />Dependency on consultants who are not part of the organisation and its functioning should be managed<br />Management team should continuously evaluate the new system<br />Legal implications of any new technology used should form part of the pre-implementation research<br />
  9. 9. Thanks for Listening Group 4<br />Questions?<br />

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