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Customer Lifecycle Management

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  • 1. Customer Lifecycle Management Mar, 2010 Anand Biradar, VP BD I [email_address] I +1 2012867741
  • 2. Agenda
    • Company overview
    • Competencies and capabilities
    • Touch point strategy
    • Partnership approach
  • 3. Company Overview
  • 4. About The Hinduja Group
    • Established in 1914
    • Multi billion $ turnover
    • Operations in 42 countries
    • Over 40,000 employees
    • Investments in diverse and key industries
    • Hinduja Foundation
    Financial strength for growth and stability
  • 5. About Hinduja Global Solutions
    • Majority ownership by Hinduja Group
    • Global provider of BPO and customer support solutions
    • $175 million in revenue | CAGR: 32%
    • $100 million cash reserves
    • 80 clients, 24 centers | 14,500 employees, 6 countries
    USA Peoria, IL Waterloo, IA El Paso, TX St. Louis, MO Lyndhurst, NJ Warrenville, IL Canada Montreal Philippines Manila India Bangalore Chennai Mumbai Hyderabad Mysore Durgapur Mauritius Cyber City (BCP Site) U.K. London
  • 6. Value System
    • Vision: To be a globally preferred business process transformation partner for our clients, creating value in their business through innovative outsourcing solutions.
    • Service Excellence
    • Commitment to build lifetime customer loyalty through world-class service
    • Best Practices
    • Blend of thought leadership, total quality assurance and proactive improvements
    • Customer Focus
    • Progression from achieving customer satisfaction to attaining customer delight
    • Develop higher affinity with client brand to deliver high-touch customer service
    • Integrity
    • Act ethically, honestly and with transparency
    • Mission: To Make Our Clients More Competitive.
  • 7. Business Philosophy …
    • Unwavering focus on partnership at every level and function
      • Client centric value system - focus on KPI management
      • Executive and senior management team involvement in client-level details
      • Add value to Client with proactive recommendations & cost savings
      • Identify up-sell & cross-sell opportunities to improve revenue per contact
    Monthly scorecards Web reporting Business Reviews Customer case data Consumer satisfaction & loyalty data Operations performance data Qualitative Input Consumer feedback Process improvement New ideas & recommendations Industry trends & Best practices CSR round table discussions
  • 8. Business Investments … People Process Technology
    • Leadership development through online training
    • Tuition reimbursement to encourage personal development
    • Six Sigma black belt Quality Director
    • Cross-functional process improvement involvement
    • Lean Six Sigma and COPC
    • Carefully documented Standard Operating Procedures
    • Oracle 11G Rac Cluster, Dell Blade servers
    • Web-based reporting and Aspect
    • Security and infrastructure upgrades
    • Nielsen BuzzMetrics for social media buzz tracking
    • Customer Analytics Management
    Consistent investments to help our clients grow with the changing marketplace
  • 9. Technology Features
    • Advanced Speech Recognition IVR
      • Conversational and directed speech
      • Customer centric self service
      • Cost effective and highly scalable
    • Nortel switch upgrade underway
      • Increases flexibility and scalability
      • Expands capacity of in-center and home agents
    • Nielsen BuzzMetrics
      • Industry-best tool for social media monitoring analysis
      • Allows HGS to deliver end-to-end social media management solutions
  • 10. Customer Centric Analytics
    • Merge customer satisfaction data with customer case data
      • Drill down to uncover the drivers of customer satisfaction by customer type, contact type, and reason
      • Analysis delivers meaningful feedback of customer tolerance and reaction to products, promotions, service levels, and overall customer experience
    • Integrate voice recordings with customer satisfaction data and customer case data
      • Our client can hear the voice of the customer by customer type, contact type, and reason or resolution
      • Ability to understand the degree of satisfaction and dissatisfaction across multiple attributes at the customer case level
    Consistent focus on innovation
  • 11. Industry Recognition One of the Top ITES Companies in India Winner Of Most Innovative BPO 2008 Philippines Top 15 ITES BPO 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 Top 20 by Industry Focus – Healthcare Top 10 – Services Offered Top 10 – By Region Served - 2008 Best Employer Brand Award (BPO) 2009 Deloitte Fast50 – Ranked # 30 - 2009
  • 12. Competencies & Capabilities
  • 13. Industries Automotive Banking and Financial Services Consumer Electronics Consumer Packaged Goods Consumer Products Healthcare Insurance Logistics and Transportation Media and Entertainment Pharmaceuticals Publishing Restaurants Retail Technology Telecommunications Diverse industry experience, including the publishing industry
  • 14. Customer Experience - Full Service Continuum F u l l S e r v i c e C o n t i n u u m . . . . Actionable Customer Relationship Management Phone I email I web I self-service I white mail I social media Customer Acquisition Customer Care Product Support Dispute Resolution Collections Analytics & Research Fulfillment
  • 15. Full Service Continuum Details F u l l S e r v i c e C o n t i n u u m D e t a i l s . . . . Product Support Dispute Management Fulfillment & Back office Collections Customer Acquisition Customer Care Analytics & Market Research Product Support Billing Inquiries Benefits detailing / Saves Payment Reminders Application Support Payment Processing Premium Refunds Software Support Warranty Management Claims Disputes & Appeal Customer Follow-up Campaign Management Product Information Customer Enrollment Inbound Sales Order Processing Welcome Calling Outbound Sales Claims Processing Coupons Scanning / Data Entry Mass mailing / Print on Demand Custom Letters / Brochures Helpdesk Services Level I,II, and III Technical Support IVR / VRU Up-sell / Cross-sell General Inquiries Competitive Research CSAT Analytics Customer Profiling Analytics and Modeling Loyalty Surveys
  • 16. Case Study: Yellow Pages Industry Client Client Since Program Size Channels Solutions Challenge Program Highlights 2005 45 CSRs Inbound and outbound calls, e-mail, fax General and billing inquiries | business profile updating | customer education | email and fax support In-house operations with low productivity & high cost structure | decentralized and inefficient operations 50% reduction in time to train new agents Reduced average handle time by 35% Enhanced issue resolution Developed 200-page training manual Yellow pages industry experience with proven cost savings and operational efficiencies
  • 17. Case Study: Yellow Pages Industry Client
    • In-house operations
    • Low productivity
    • High cost structure
    • Decentralized operations
    • Six-week training time
    • Average handle time >9 minutes
    • Audited operational processes
    • Developed 200-page training manual
    • Centralized operations
    • Implemented IVR and desktop faxing
    • Incorporated customer education to build customer value
    • Standardized advertising keywords to improve campaign effectiveness
    • Reduced training time by 50%
    • Reduced number of agents and client cost by 35%
    • Enhanced issue resolution
    • Maintained high customer satisfaction
    The HGS Solution Client Benefits Client Challenges
    • Lower cost
    • Maximized customer experience
    • Successful transition
    • Greater efficiencies
    Key Business Drivers
  • 18. Case Study: Telecommunications Account Overview Service type Processes Lifeline Qualifications/ Area Code Hotline Lifeline Ohio N&T Orders Servicing Spanish Sales Core (3.2/CRU/DX) Winback and STIM CPE ASON Transfers Southwest Full Service Multi-shore account Management (Peoria and Manila)– Headcount of 500 agents 18 years of partnership National Vendor of the year 2009 IVR / VRU services Up-sell / Cross-sell Inbound Sales and Service White mail / Fax 1992 Troy, MI Lifeline Qualification 1998 Waterloo, IA Lifeline Qualification & Area Code 2005 Servicing (Bronze) 2009 Southwest Full Service 2002 (1Q) El Paso, TX CPE Program 2002 (4Q) Spanish Sales And Winback & STIM 2004 Lifeline N&T 2008 ASON Transfers
  • 19. Case Study: Telecommunications Results Overview
      • AHT
      • Quality Score
      • ASA
      • Service Level
      • Abandoned rate
    Basic Metrics
      • Reduction in # of
      • calls per order
      • 12 month customer retention
      • Increase in RPU
      • Increase in FCR
      • Higher CSAT
    Business Drivers Business Outcomes Overall savings is approximately equal to USD 7 Million per year
  • 20. Touch Point Strategy
  • 21. Care for your customer to grow your business Know your Customer Deliver the experience Reach the Customer Address channel proliferation – Print/Digital/Social Media etc., Create on ongoing two-way dialogue (direct & indirect) Continuously monitor key drivers of Client/ Customer relationship Develop loyalty even before the advertiser becomes your customer Understand changing needs and behaviors (POS to continuous progression) Stay close to valued customers Improvise on ways to measure loyalty Invest in Loyalty Analytics Empower front line to build trust-based relationships Incorporate aspects of Client business (POS to continuous progression), partner business and customer profiles 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
  • 22. Delivering a Seamless Care
    • Understand and map all possible touch points
    • Design and implement a seamless information flow from sales to renewal of relationship
    • Warm transfers as necessary with our agents introducing customers and transferring case details over phone
    • Customer interaction history tracked for additional information on calls and for Customer analytics
    • A single customer case management system utilized by multiple teams
    • Recommend quarterly video conference with all parties impacting service
    Sales Continuous Progression
  • 23. Channels for Touch Point Solutions IB/OB phone Web chat E-mail IVR self service for account balance/status, and payment reminders Live agent for customer care inquiries and sales opportunities Balance of self-service and live agent optimizes operations and cost Interactive way to connect to customers on the web; navigation support Strategic, proactive contact on decision-making web pages Web chat sessions increase team productivity and can increase sales Connect with customers through the web Inbound and outbound email campaigns strengthen relationships Using “Contact Us” forms helps queue and prioritize email response Letter fulfillment Follow-up to business customer interactions Next day letter fulfillment processing provides timely follow-up Confirms customer care/orders processed in writing; reinforces brand Social media Understand business-customer buzz about Client and its services Develop response strategy to solidify customer relationships Connects with customers using alternative channels communicates care
  • 24. Technology for Customer Touch Point Solutions
    • Multi-channel case management systems
      • Hierarchy design for service, reason, and resolution
      • Multi-channel customer tracking
      • Allows historical views of customer interactions to enhance customer care
    • Email and web-chat systems
      • Fully integrated with Client website for a seamless online presence
      • Web chat applications to initiate chats with business customers on specific sites
      • Contact Us pages hosted by HGS
  • 25. Technology for Customer Touch Point Solutions
    • Natural speech recognition IVR
      • High touch self-service
      • Ideal for account balance and payment status updates
      • Fully integrated into customer databases for dynamic solutions
    • Social media management monitoring
      • Powered by Nielsen BuzzMetrics
      • Monitors more than 100 million online sites
      • Provides trends and analysis on influence, frequency and tone
  • 26. Partnership Solution
  • 27. Transition Process
    • Proven implementation process
    • Focused implementation team to manage all aspects of transition
    • Weekly status meetings and reports
    • Detailed project plan, fully transparent process
    Go Live Project Kick-off and Planning Design, Development & Connectivity Requirements Gathering and Documentation Recruiting and Hiring Testing, Verification & Training Project Evaluation & Acceptance Smooth and seamless transition processes led by a dedicated project mgmt team
  • 28. 4 Steps to Building Loyalty & Value for Client Staff with the Best Our team will have a passion for your offerings Consumer Affairs Representatives Train the culture Understanding of your offers & company culture Reinforce quality Customized monitoring to maximize performance Celebrate success Celebrate team success in reinforcing brand Implementation is a critical path to success 1 2 3 4 Solution focused on customized elements designed for Client
  • 29. Staff with the Best …
    • Build staffing profile in partnership with Client
      • Encourage participation from you in interviews/selection
    • Seed program with experienced internal employees
    • Use role-play to identify the best Client Company agents
      • High energy, customer-focused
    • Dedicated Team Leader/Trainer focused on quality , coaching , and development
      • Separate Real Time team monitors schedules and breaks
    Key to successful results starts with hiring the best people 1 2 3 4
  • 30. Recruiting and Hiring … Initial HR Screening Phone screen to assess skills & availability Successful candidates scheduled For in-person interviews Candidates pass a data entry test for speed and accuracy (talk & type) Interview with a HR Representative Role play with team leaders, listen to calls, & discuss work history Final selection of new hires, reference & work history checks Offers extended & drug-testing Completed for all candidates Pre-Screening On-Site Interviews
    • HGS will seek to recruit individuals with experience in:
    • Account management
    • Publishing or advertising industry
    • Customer care skills
    • Evaluate candidates for specialized skills:
    • Clearly articulate, energetic
    • Strong English language skills
    • Cultural fit / team mentality
    • Empathetic listening skills
    Seek people who are uniquely skilled and experienced 1 2 3 4
  • 31. Train the culture …
    • In partnership with you, we will recreate Client culture at HGS
      • Our agents will feel more connected to Client than to HGS
    • Training kick-off meeting on 2nd day of training
      • Invite Client personnel to be on-site to convey the culture and reinforce products/commitment
    • High energy, interactive training sessions including lots of role play
      • Energy and enthusiasm are contagious!
    1 “ I see your July payment is overdue. I can accept your payment over the phone if you would like.” “ If you are happy with your web traffic, you may be interested in Guaranteed Clicks solutions” “ I’m happy to help get you started by setting up your company’s Profile Page” Training your culture translates to protecting brand integrity on your behalf 2 3 4
  • 32. Change Management Service, Promotion, or System Changes What is the complexity of the change? Low Complexity SAME DAY E-mail notification or one-on-one Medium Complexity 24 HOURS One-on-one or classroom training High Complexity 48 HOURS Classroom training HGS Front-Line Team Training Certification and Documentation HGS Client Services and Operations Teams 1 Managing change and sharing information efficiently 2 3 4
  • 33. Performance Mgmt. CUSTOMER COMPLIMENTS RECOGNIZED ROUND TABLE PARTICIPATION 12 MONTH TRENDED KPI PERFORMANCE CUSTOMER SATISFACTION SCORES CSR OF THE MONTH RECOGNITION SKILL ENHANCEMENT TRAINING TEST SCORES Overall performance directly influences: Quarterly shift bid ranking Annual performance reviews 1       Align personnel rewards with key metrics that drive exceptional performance 2 3 4
  • 34. Reinforce Quality … Client Key Personnel Dedicated Team Leader Operations Director Operations Manager Client Services Team Quality Calibration Team Quality Monitoring Scores Customer Satisfaction Survey Data Calibrated Quality Results High energy interaction Refer each consumer by his/her name Building the Client brand: up-sell and cross - sell offers Coaching and Development Opportunities Identifies topics for CSR roundtable discussions Drives process and performance improvement 1 Calibrating quality monitoring drives collaboration and generates ideas Call Calibration Sessions 2 3 4
  • 35. Process Improvement Front-Line Input and Side-by-Side Audits CSR roundtables and side-by-side audits identify areas for improvement Corporate Culture of Improvement Weekly meetings and peer reviews help identify areas for improvement Global Input through Internal Reviews Global team reviews to brainstorm on process improvement ideas Data Analysis and Reporting Use data to identify drivers of consumer behavior and ID areas for training GOAL: Provide ongoing list of recommendations to reduce cost, improve loyalty, increase customer satisfaction 1 Collaborative process improvement 2 3 4
  • 36. Celebrate Success …
    • Highly interactive production go live
      • Client involvement encouraged to provide floor support
    • Project go-live celebration evening before / day of go live
    • Encourage on-site celebrations and communication from Client
    • HGS-published Client newsletter to share news and success with you and our front-line team
    • Internal performance incentives and other fun contests promote team culture
    1 4 Keeping employees happy and motivated 2 3
  • 37. Key Partnership Objectives …
    • Enhance Customer Loyalty
    • Improve First Call Resolution
    • Optimize Staffing for Efficiency
    • Continuous Process Improvement
    • Up-sell and Cross-sell Strategies
    • Improve Customer Churn Rates
    • Provide World-class Customer Experience
    • Partner with a global Leader in Customer Care Industry
    Customer Retention Cost Savings Customer Growth Overall Objectives Key levers to achieve objectives: Value system, Lean Six Sigma & IVR/VRU
  • 38. Your Customers. Our Priority. Global Solutions Delivered. Anand Biradar, VP BD I [email_address] I +1 2012867741