Spd case study


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SPD gets great customer experience and a 30 per cent
cost saving with BT Next Generation Contact Centre

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Spd case study

  1. 1. A BT case studySPD Development Company Limited Scalable pay-as-you-go cloud-based contact centre“As well as improved SPD gets great customer experience and a 30 per centresponsiveness, moving cost saving with BT Next Generation Contact Centreto the NGCC platform hassaved us 30 per cent on our Clientannual bills compared to theprevious solution.” SPD is a world leader in the research, Rebecca Tan, Customer Care Manager at SPD, design, production, and supply of advanced recalls: “We implemented an ACD systemRebecca Tan consumer diagnostic products. Its brands for our care lines; with database software toCustomer Care ManagerSPD such as Clearblue and PERSONA are record and analyse queries for post market familiar in many countries, trusted for their surveillance, a regulatory requirement, and accuracy and simplicity by women keen to for product development purposes.” know more about their own reproductive health. SPD was formed in 2007 as a joint The contact centre quickly expanded to venture between Procter & Gamble and cover markets in Ireland, Italy, Germany, Inverness Medical Innovations (IMI). The Austria, France, Holland, Belgium, company is headquartered in Geneva, Switzerland, Spain, and Nordics. An IVR Switzerland, with R&D and support facilities system was introduced to manage simple in Bedford in the UK. queries. Rebecca Tan says: “The number of languages we had to deal with was Challenge increasing and it was getting slow and costly to make changes to the IVR.” A call centre had existed at the SPD site in Bedford since 1996 when PERSONA, a revolutionary product using detection of Discovering that call recording equipment fertility hormones as a contraceptive regime, for monitoring purposes was either very was launched. Together with post-market simplistic and manual, or beyond the budget support for existing Clearblue ovulation and of SPD, the company wanted a solution pregnancy tests, this would generate query that would integrate everything – IVR, call levels that a simple phone number on the recording, call routing, and reporting – into carton and paper records could not handle. a single easy-to-use package that could be updated by SPD themselves. The BT differentiators investments in hardware and software, and allows companies to start small and grow requirements, adding or removing components and features as required recording, for example based routing, call recording, web chat, agent-assisted browsing, and comprehensive reporting
  2. 2. A BT case studySPD Development Company Limited “The change programme was managed NGCC makes SPD a very agile organisation.“With NGCC everything is web- very well,” says Rebecca. “We had weekly Verity Beaton, a Product Specialist at SPD,based and self-service, which telephone meetings with the BT NGCC team, explains: “With NGCC everything is web-means that we can do our own all issues were logged and attended to based and self-service, which means that we informed of what was going on.” BT business and without fuss in one day or less. So, forwithout fuss in one day or less. hours telephone support now provides example, we can adjust look up tables if weWe have ultimate control, and access direct to CosmoCom specialists should install a new line in a particular country. that be necessary. Similarly, we can change our IVR scripts andour time is our only extra cost.” structures and re-record our messages asVerity Beaton necessary. We have ultimate control, and ourProduct Specialist The SPD business model uses around 40 time is our only extra cost.”SPD line numbers in the European markets it serves. Arriving at the NGCC platform in Rebecca Tan adds: “As well as improvedSolution Bedford, calls over these lines are routed responsiveness, moving to the NGCC platform to agents with the right language skills has saved us 30 per cent on our annual billsWhen Rebecca Tan attended a BT Next while an IVR front-end ensures that the compared to the previous solution.”Generation Contact Centre (NGCC) seminar, agent has the right product knowledgethe ideal answer for SPD was right there in too. High priority calls, such as those fromfront of her eyes. The possibilities opened up for SPD by pharmacists, are routed direct to an agent its adoption of the NGCC platform are without using the IVR. Although mainly for immense. For example, its call recording post-market queries, the option exists toHosted in the cloud by BT – and offering a facilities have enabled SPD to use its agents quote information line numbers in low-to-comprehensive range of features – NGCC to make outbound calls to people taking medium volume SPD sales campaigns.is available on simple pay-as-you-go part in clinical trials, improving new productcommercial terms. This means customers development processes and speeding timeare only billed for what they actually need Because it is IP-based, the NGCC platform to market. IVR-based customer satisfactionand use. A wide range of options is available extends the customer domain deep into the surveys are another new idea, and SPD isranging from basic telephony-based agent SPD support structure. So, for example, at looking at agent web chat down the line.service right through to full multimedia, the click of a mouse an agent can bring amultichannel capabilities. Powered by a product specialist onto the call to assist.platform, NGCC can be used as a standalone multilingual contact centre platformsystem or integrated into existing contact Value that will stretch as we grow, and meetcentre architectures. our business needs well into the future,” The nature of SPD products means that the concludes Rebecca. majority of calls for assistance are received in“The fact that we did not have to make the morning when self-testing takes place.big up-front investments in hardware and The contact centre is therefore open fromsoftware was very attractive,” notes Rebecca. 07.00 to 15.00 daily. Call recording and call monitoring put powerful training and quality control facilities in the hands of supervisors.The joint SPD BT team tested everythingbefore the NGCC system went live so that,when the time came, it was simply a matterof transferring the lines to the new platform. Core BT products and servicesOffices worldwide contact centre platformThe services described in this publication are subjectto availability and may be modified from time to time.Services and equipment are provided subject to British service right through to full multimedia, multichannel capabilitiesof contract. Nothing in this publication forms any partof any contract.© British Telecommunications plc 2010.Registered office: 81 Newgate Street, London EC1A 7AJRegistered in England No: 1800000 For further information please contact your BT Account Manager