Learn how Lebara Mobile go beyond traditional customer service to generate true brand loyalt through the contact centre.

1. CASE STUDY
Building a best practice
contact centre technology
infrastructure for Lebara
How Sabio has worked with Lebara, one of Europe’s leading telecoms operators
for migrant communities, to support the company’s best practice customer
service operations with a powerful Avaya-based contact centre technology
infrastructure. The Sabio solution has scaled to support Lebara’s dramatic growth
over the last three years - delivering best-in-class customer contact performance,
enabling the company to collect real time customer feedback and secure an
impressive Net Promoter score (NPS) across its operations.
OPERATIONAL CHALLENGE SABIO SOLUTION RESULTS DELIVERED
Lebara believes that its business success Following a competitive procurement • Resilient telephony infrastructure
and strong customer service are closely process, Lebara selected Sabio as its ensures 90 percent of calls
connected: the company is proud of its strategic contact centre technology partner. answered within 30 seconds
exceptional understanding of Lebara • Solution supports Lebara’s dramatic
Sabio recommended an integrated
customer needs, and has a long-standing growth in customer conversations -
solution for Lebara based on Avaya’s
determination to deliver best-in-class from just 3,000 per month in 2007 to a
powerful contact centre technology
customer service. However, by 2008, rate of 4 million calls per year in 2011
platform. The Sabio solution delivers a
sustained growth had necessitated a
resilient telephony service, backed by • Sabio Thin Client CTI optimises agent
complete refresh of Lebara’s customer
a wide range of functionality including performance, taking 10-20 seconds off
contact technology infrastructure. Lebara
comprehensive reporting, skills routing each of Lebara’s millions of annual calls
needed a solution that could combine
workforce management, voice recording, • WFM solution delivers efficient resourcing
best practice contact centre technology
performance management, Thin-Client and scheduling - around 85 percent
performance with its commitment to stay
CTI services, a blended outbound dialler of agent time spent productively
close to customers.
solution, in-depth reporting, as well as
• Sabio Survey solution enables
Sabio’s own Sabio Survey customer
real time customer feedback of
feedback solution.
critical Net Promoter score data
Delivering best-in-class Lebara’s owner-founder and CEO, Yoganathan
Ratheesan, believes that the company’s business
transforming the service industry and giving our
agents complete power to deal with – and solve
customer service at Lebara success and strong customer service are closely – customers’ queries using their own initiative and
connected. According to Ratheesan: “we ensure decision-making.
Lebara is one of Europe’s leading telecoms
that we meet our customers’ core needs – providing
operators, enhancing the lives of migrant “We know that customers who contact our Customer
instant access to high quality mobile networks
communities by providing high quality and low Services team are much more loyal than those who
at very low prices. Our success is founded on an
cost international mobile products and services. In do not. That’s why we carefully select and train
exceptional understanding of our customers, and
March 2011 the company received the Mobile News the best agents, and give them the flexibility and
a single-minded focus on delivering best-in-class
award for best Mobile Virtual Network Operator support they need to keep them highly engaged,”
customer service.”
(MVNO) and recently an award for offering the Best he added. “By making our customers smile we
UK Customer Experience in the telecoms sectors. encourage them to return to us time and again,
and this leads directly to an impressive return on
The company was founded over ten years ago
with a vision to transform the international calling
Making customers investment on our customer service activities.”
market. The approach has been highly successful; SMILE at Lebara
with Lebara now providing Pay As You Go and Pay
Monthly mobile SIM cards and related services
Central to Lebara’s customer service approach
is the company’s SMILE initiative. SMILE stands for
Supporting exceptional
customised to serve the migrant communities in
seven European countries and Australia. A decade
‘Supportive, Moment of connection, Individual, growth levels
Laugh, Empathy’, and is a programme that guides
on, Lebara is now one of the world’s fastest growing Lebara’s approach is certainly working. The
the way Lebara’s expanding contact centre
mobile companies with more than 3 million company has achieved a particularly strong
team deals with all service calls and enquiries.
customers, 1,400 employees worldwide, operations financial performance in today’s challenging
Lebara’s Head of Customer Service, Rod Sheriff is
in eight countries and revenues for its last financial economic climate - bucking recent industry trends
determined that Lebara offers customer services
year of €565 million. to deliver fourfold growth in the past two fiscal years.
without boundaries: “our SMILE initiative is all about
At the heart of this success has been the company’s

2. CASE STUDY
languages. Lebara also now supports eight different This significant volume of outbound contacts also
markets – all powered by a technology infrastructure provides Lebara with an ideal platform to regularly
that enables a unified customer service approach survey its customer base and determine how
across the company’s international operations. happy the company’s customers are with Lebara
services. To enable this, Sabio has worked with
Sabio’s role has been to ensure each contact the Lebara Customer Services team to implement
centre technology component runs optimally, and Sabio Survey, a feedback application that allows
then combine them to provide Lebara with a best- Lebara customers to record their satisfaction levels
in-class customer service platform. According to immediately after their call has been completed.
Rod Sheriff: “Sabio provided technical solutions
that ensured our customer service centre Lebara uses Sabio Survey to collect customer
improved the employee experience and customer responses to the essential Net Promoter score
experience whilst reducing costs.” question – “Would you recommend Lebara to your
friends and family?” - with customers scoring the
“For example, we can now route customer calls company between 0 and 10.
to the person best able to handle their enquiry,
we can leave messages easily for common “We consider NPS to be a critical measure for
queries so that customers have rapid access to Lebara, as our NPS scores provide immediate
the information they need, and we benefit from feedback on our operational performance. They
immediate reporting so that we can respond also allow us to track the overall quality of our millions
straight away – literally in seconds – to any spikes in of customer service interactions,” commented Rod
Customer Services operation that has had to scale calls,” he continued. Sheriff. “Using Sabio Survey at the end of each call
its activities to support Lebara’s impressive growth. allows us to collect a meaningful data sample, and
also helps us to track our NPS performance across
A key enabler here has been the company’s our different teams and countries.
powerful contact centre technology infrastructure Extending the Lebara
that provides a strong foundation for Lebara’s
expanding customer service operations. Around
Customer Service Centre “We initially collected data from around 1,000 calls
per month and that’s now expanded to around
four years ago, when Lebara was receiving an technology solution the 2,500-survey level. We’re delighted that we’re
average of 3,000 calls per month, the company currently achieving an impressive Net Promoter
Following the initial implementation, Sabio worked score of 65 – far ahead of our industry average.
took a decision to support its customer service
with Lebara to extend its contact centre technology However, we’re determined to keep improving our
commitment with a next generation contact centre
platform with Verint Impact 360 Workforce NPS score, we’re continually reviewing and refining
technology platform. The projects aim was not only
Management software as well as a sophisticated our operational performance and are considering
to support Lebara’s anticipated growth, but also to
blended dialler solution based on Avaya’s powerful extending our Sabio Survey usage by adding a
serve as an important competitive differentiator.
Proactive Contact solution. further question to determine how easy it is for
Lebara had initially managed Customer Service customers to do business with Lebara.”
Selecting a contact centre operator resourcing and scheduling using
traditional planning methods. However, as the
technology partner volume of agents grew past 200, it became clear
New opportunities
that an advanced WFM solution was necessary to
In early 2009 Lebara engaged Sabio, the
specialist contact centre technology systems
enable the accurate forecasting of calls and for Lebara
the proactive scheduling of contact centre staff.
integration specialist, to implement an Avaya- Lebara has achieved exceptional growth, and
Since implementing Verint Impact 360 WFM,
based contact centre solution. Sabio’s approach as well as its recently-launched Pay Monthly
Lebara has continued to optimise its resourcing
for Lebara was end-to-end. Sabio replaced the mobile call service, it is also expanding distribution
levels, with 85 percent of all agent time now
existing voice platform with a resilient customer channels in key markets such as France and
spent engaged with customers.
contact infrastructure based on a core Avaya Germany. In keeping with the company’s
Communication Manager with Disaster Recovery philosophy of providing products that help migrants
support - through Avaya’s Enterprise Survival Servers with roots elsewhere, Lebara now offers a prepaid
(ESS) technology. The project also included Avaya Building customer loyalty Mastercard ‘Lebara Money’ in the UK, offering
competitive exchange rates and no transfer fees
Call Centre Elite skills-based routing, comprehensive
Voice Recording and the Sabio Thin Client CTI
through ongoing contact for those wishing to send money abroad to their
– Sabio’s own Computer Telephony Integration and NPS survey loved ones.
application that delivers cost-effective productivity
Lebara is determined to keep in contact with its The company’s ambition is to become the brand
benefits for Avaya customers.
customers, and all its Pay-as-You-Go, Pay Monthly of choice for 1 billion people by 2020 – that’s one in
Now when Lebara customers call the Customer and Handset customers. Customers receive a eight of the world’s projected population. Therefore
Service centre, operators are immediately call from Lebara Customer Service operators it’s essential that Lebara’s Customer Service
presented with customer details on their screen welcoming them to the Lebara family and checking technology infrastructure remains optimised and
as the Sabio Thin Client CTI solution retrieves that the service is giving them what they need. agile in order to enable the company’s ambitious
relevant data upon recognising the customer’s SIM. plans. Sabio has an important role to play in
This simple process has saved Lebara between Sabio has deployed the Avaya Proactive ensuring that Lebara’s contact centre technology
10 and 20 seconds for every single interaction Contact dialler system as a blended solution, so platform remains best-in-class, and continues to
– an impressive statistic when applied to the that when agents are free they can be directed support the company’s clear vision to enhance the
company’s four million annual calls. to make outbound customer courtesy calls. lives of its customers by delivering low cost, high
With over three million customers worldwide, quality calls and services.
Sabio’s integrated contact centre technology this programme of ongoing contact shows the
was implemented in Lebara’s head office, where strength of Lebara’s commitment to customer www.lebara.co.uk
the company’s London Call Centre now has service best practice, and also allows the
some 270 Customer Service operators engaging company to stay close to its customers and on
with customers and speaking some 25 different top of any emerging service issues.
Contact Sabio on 0844 412 3000, email info@sabio.co.uk or visit www.sabio.co.uk
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