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One of the World’s Largest Online Travel Companies 1


One of the World’s Largest Online Travel Companies 1

One of the World’s Largest Online Travel Companies 1

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  • 1. Enhancing Customer Experience through Customer Expectation Management OVERVIEW The Client Industry: Travel & Hospitality The client is one of the world’s largest online travel companies and the Solutions: - Established tracking mechanism and parent organization to a global portfolio of leading consumer brands, implemented a performance management plan including online travel sites and corporate travel management for agents companies. With revenues of over USD 3 billion, the company employs - Formation of Expectation Management Team to proactively review flight and hotel over 9,000 employees globally, including over 1,000 employees based in transactions local markets throughout the world. The company, which reported close - Agent error alert process to USD 30 billion in gross bookings in 2011, operates sites localized for Results: - Consistent reduction in revenue leakage more than 100 points of sale in more than 60 countries worldwide. resulting from agent errors - Improvement of customer experience scoresManaging Experience Case Study | Outsourcing | Travel & Hospitality
  • 2. 2 Business Challenge Aegis’ partnership with the client began in mid-2000, with the launch of a 30-member program. Today, this program is one of Aegis’ largest and longest-running client programs having grown from 30 to over 1,700 contact center professionals and 260 support and management staff, providing support out of two metropolitan cities in the Philippines. Over time, the client has enhanced the scope of engagement to include customer management and support for other brands in their portfolio. Currently, Aegis manages the following transactions for the client: -� Car, hotel, and airline reservations / bookings - Upselling / cross-selling of packages, attractions, and other travel products and services - Booking changes and cancellations -� Refunds -� Dispute / complaint management -� Policy and procedural information -� Travel benefits / incentive management - Under this engagement, Aegis is responsible for all major Key Performance Indicators (KPIs) for the client including conversion rate, average handle time (AHT), quality, staffing adherence, first call resolution, and customer satisfaction. - One of the client’s KPI is agent error which is the traditional measure for situations where incomplete or inaccurate information about fare rules, booking terms and conditions ad flight details is provided to the customer during a customer contact. - This often resulted in post-sale issues such as problems with the flight and hotel during check-in or difference in service delivered versus what the customer expected, thereby affecting customer satisfaction and the overall brand experience. - An increase in agent error not only affects end customer expectations, but also directly impacts the profitability of the program. Aegis is billed for an agent error if its value exceeds 2% of the total billable amount for the month, there is an urgency to have this problem fixed since this directly affects the ability to deliver superior customer experience.Managing Experience Case Study | Outsourcing | Travel & Hospitality
  • 3. 3 Solution Delivered by Aegis Aegis developed a process to first address customer issues and expectations–error reduction became a natural by-product of expectation management, and the savings from reduction in revenue leakage were immediately measurable by the client. As an outsourcing company focused on delivering superior customer experience, we view all KPIs through an end user experience lens. This is well illustrated by our stringent quality control processes to manage customer expectations. Our metrics for customer experience is defined by the equation: Engagement & (Contextual Action) Makes Experience Expectation = Experience (Awareness) Engagement (CLTV enhancement) Expectations Too little attention is paid to expectation management and in most cases, a negative experience could have been avoided if the expectations were set right in the first place. An increase in Agent Error leads to end user expectations not being aligned to provide a delightful experience. Customer Engagement has also become a high priority for many of the leading organizations today, forcing brands to engage by aligning in accordance to a customer’s expectation. This helps generate superior customer experience and enhance Customer Lifetime Value (CLTV). The client pays close attention to two metrics to measure agent error: - Value per call – this is equal to the total amount of errors over total calls answered - Error rate – this is equal to the number of agent errors over total calls answeredManaging Experience Case Study | Outsourcing | Travel & Hospitality
  • 4. 4 To manage customer expectations better, Aegis implemented both proactive and reactive mechanisms mentioned below: - Aegis put together an Expectation Management Team to proactively review flight and hotel transactions, where the majority of agent errors occur. This team was mandated to reroute transactions to operations, which would then makes amendment to correct the error. This feedback process helped in aligning customer expectations in accordance to their engagement with a brand, and was eventually rolled out to all the client vendors enterprise-wide as a process innovation. - Aegis also initiated an agent error alert process, through which quality analysts shall review the live and recorded contacts to alert operations for any inaccuracy captured during the transaction. Aegis proactively deployed an outbound calling engagement team to contact the end customer to correct the error and manage their expectations, resulting in a more engaged experience with the brand. - Aegis also established a tracking mechanism and implemented a performance management plan for agents with more than two expectation mismanagement events per month. - There was a critical call alert process aligned to identify potential agent errors and correct them in a timely manner.Managing Experience Case Study | Outsourcing | Travel & Hospitality
  • 5. 5 Key Benefits - Since these expectation management processes were introduced, the client has enjoyed consistent reduction in revenue leakage resulting from agent errors. - The number of occasions where a gap exists between expectation and delivery was brought down substantially, and the solution also resulted in improvement of customer experience scores. This is recognized as positively correlating with customer loyalty and intention to repurchase. Error Value per call reduced by 43% through Expectations Management Error Value Per Call $0.50 $0.45 $0.45 $0.40 $0.37 $0.35 $0.35 $0.35 $0.32 $0.30 $0.29 $0.31 $0.29 $0.24 $0.25 $0.23 $0.20 $0.20 $0.20 $0.20 $0.15 $0.10 $0.05 $0.00 r-1 1 -1 1 11 l-1 1 11 -11 t-11 -11 -11 -12 -12 r-12 r-12 ay n- Ju g- p v c n b a Ap Ap M Ju Au Se Oc No De Ja Fe M Value Per Call Instances of Expectations Mismatch reduced month over month Error Rate 0.70% 0.60% 0.60% 0.50% 0.40% 0.30% 0.20% 0.20% 0.20% 0.20% 0.20% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.10% 0.00% r-1 1 -1 1 11 l-1 1 11 -11 t-11 -11 -11 -12 -12 r-12 r-12 ay n- Ju g- p v c n b a Ap Ap M Ju Au Se Oc No De Ja Fe M Error RateManaging Experience Case Study | Outsourcing | Travel & Hospitality
  • 6. 6 About Aegis Aegis is a global outsourcing and technology company committed to impacting clients’ business outcomes by focusing on enhancing customer experience across all touch points and channels. Aegis was founded 30 years ago in the US and now has operations in 56 locations across 13 countries with more than 55,000 employees. Aegis services over 300 clients from verticals such as Banking and Financial Services, Insurance, Technology, Telecom, Healthcare, Travel & Hospitality, Consumer Goods, Retail, and Energy & Utilities. The company is wholly owned by the Essar Group, a USD 27 billion conglomerate. For more information write to us at or visit www.aegisglobal.comManaging Experience Case Study | Outsourcing | Travel & Hospitality