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Client Service in Ukrainian           Contact Centers                      Anastasia Gavura,     Head of distance selling ...
In Ukraine:• Main channels of communication with customers: telephone, Internet,  post• Acceptable HL working schedule: Mo...
How to make customers happy?• To improve quality of CC agent’s work.• To give a Customers opportunity to choose a  channel...
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%                           ...
Vector 1.Solution – alternative channels usage Main reasons of informational calls: • State of account specification • Del...
Vector 2.Working with unstable activityWhat affects hit / decline in activities?•   unplanned start of marketing activitie...
Vector 2.Solution – analysis of activities and forecastingWhat to analyze?• response rate from different advertising chann...
Vector 2.Solution – analysis of activities and forecastingWhat gives analysis of previous activities:• Determination of ad...
Vector 3.Quality of CC cooperation with Clients• Technical KPIInternational standards are valid:     – Service Level 80%/2...
Vector 3.Influence of agents’ work with Clients quality control Results which could be achieved with a complex approach : ...
Vector 4.Sales increaseUse CC as a sales tool:• Additional sales• Cross-sales• Customers reactivation• Cold DB sales      ...
According to the research:Quality of service in CC is increasing permanently
Thank you for your kind      attention!      Tel: +380 44 490 9087      Email: gavura@osdirect.com.ua      www.osdirect.co...
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Anastasia Gavura

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Anastasia Gavura

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Anastasia Gavura

  1. 1. Client Service in Ukrainian Contact Centers Anastasia Gavura, Head of distance selling services department OS-Direct Marketing Group
  2. 2. 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)
  3. 3. 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
  4. 4. Main vectors of cooperationbetween CC and Clients: what to focus on
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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!
  11. 11. 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!
  12. 12. 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
  13. 13. According to the research:Quality of service in CC is increasing permanently
  14. 14. Thank you for your kind attention! Tel: +380 44 490 9087 Email: gavura@osdirect.com.ua www.osdirect.com.ua

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