Client Service in Ukrainian Contact Centers Anastasia Gavura, Head of distance selling services department OS-Direct Marketing Group
In Ukraine:• Main channels of communication with customers: telephone, Internet, post• Acceptable HL working schedule: Mon.-Sat. 8:00-21:00, Sun.10:00 – 17:00• Calls with orders vs. informational calls - 30/70, rarely - 50/50.• 65% of orders done at webpage are accompanied by a call to CC• Average duration of a conversation with order - 2,5 - 3,5 min.• Average cost of a minute of agent’s work 0,99 UAH - 1,87 UAH (0,097- 0,183 EUR)
How to make customers happy?• To improve quality of CC agent’s work.• To give a Customers opportunity to choose a channel of communication.• To provide feedback: to report on the status, to inform about the changes.• To analyze needs of the market and to adjust quickly
Main vectors of cooperationbetween CC and Clients: what to focus on
Vector 1.Considerable amount of calls without orders Why do Clients call? 4% 8% Reclamations Questions Instructions/requests 88% Range of problems: 70% of calls – informational
Vector 1.Solution – alternative channels usage Main reasons of informational calls: • State of account specification • Delivery status clarification • Changing personal data / components of order • Product availability checking before making an order through another channel But Contact Center is not calls only! – Sms dispatches When and how to – E-mails use them? – Letters
Vector 2.Working with unstable activityWhat affects hit / decline in activities?• unplanned start of marketing activities• weather• season• holidays / weekends• day of a week Resources misallocation excess expenses
Vector 2.Solution – analysis of activities and forecastingWhat to analyze?• response rate from different advertising channels on different proposals• main reasons of requests (if info-calls - to seek and to eliminate the reason)• variations in activities depending on external factors CC – good tool to make analysis
Vector 2.Solution – analysis of activities and forecastingWhat gives analysis of previous activities:• Determination of additional requests reasons• Timely introduction of cheaper communication channel• Forecasts for the next period and optimal allocation of resources Service expenses decrease by 15% on average
Vector 3.Quality of CC cooperation with Clients• Technical KPIInternational standards are valid: – Service Level 80%/20 sec. – Availability Level 95%• Quality of agent’s work with Clients Worked out methodics of quality evaluation for usage!
Vector 3.Influence of agents’ work with Clients quality control Results which could be achieved with a complex approach : • Service quality improvement • Up to 20% decrease of conversation time • Up to 10% reduction of repeat calls’ number • Customers loyalty increase • 30% sales level increase Example of how to save on customers servicing: A 3 minutes duration call costs 0.42 Euro If agent is working properly it can cost 0,42-20% = 0,336 Euro On 10 000 calls you save 840,00 Euro!
Vector 4.Sales increaseUse CC as a sales tool:• Additional sales• Cross-sales• Customers reactivation• Cold DB sales 30% of additional sales is real продаж -реально 15% дополнительных
According to the research:Quality of service in CC is increasing permanently
Thank you for your kind attention! Tel: +380 44 490 9087 Email: firstname.lastname@example.org www.osdirect.com.ua