if the phone doesn t ring it s me an services science success story l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
PowerPoint Presentation
Download Presentation

Loading in 2 Seconds...

play fullscreen
1 / 28

- PowerPoint PPT Presentation


  • 273 Views
  • Uploaded on

“If the Phone Doesn’t Ring, It’s Me”: An Services Science Success Story Professor Vijay Mehrotra vmehrotra@usfca.edu / drvijay@sfsu.edu Presentation Roadmap Intro to Call Centers The Business Problem The Statistical Problem The Organizationational Problem The Results!

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about '' - Jimmy


Download Now An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
if the phone doesn t ring it s me an services science success story

“If the Phone Doesn’t Ring, It’s Me”:An Services Science Success Story

Professor Vijay Mehrotra

vmehrotra@usfca.edu / drvijay@sfsu.edu

presentation roadmap
Presentation Roadmap
  • Intro to Call Centers
  • The Business Problem
  • The Statistical Problem
  • The Organizationational Problem
  • The Results!
  • Summary: Rich Area For Research
what is a call center
What is a Call Center?
  • Any facility or group of facilities which has the processing of telephone calls as its primary business purpose
  • EXAMPLES:
    • Technical Support
    • Airline Reservations
    • Catalog Sales
    • Financial Transactions Processing
why call centers
Why Call Centers?
  • Ubiquitous
    • Employ over 3% of US Population
    • Estimates: 78,000 centers (US), 28,000 (EUR),
  • Growing Business Importance
    • Front Door to Firm (Over 80% of Businesses)
    • Impact of Poor Service on Customer Loyalty
  • Co$tly to Operate
why call centers5
Why Call Centers?
  • Data Rich
  • High Complexity
    • Stochastic Demand, Variable Process Time
    • Mass Customization / Segmentation  Variety
    • Email, Chat, Web  Multiple Channels
  • People Costs Dominate
    • Labor Accounts For 60-75% of Overall Cost
    • Agent Turnover >>30% Annually Across Industry
the complexities of the technical support call center
The Complexities of the Technical Support Call Center

Management

And Organizational

Behavior

Operational

Economics

OR/ Statistics

Telecommunications/

Information

Systems

Business

Processes

I/O

Psychology

Engineering

Disciplines

presentation roadmap7
Presentation Roadmap
  • Intro to Call Centers
  • The Business Problem
  • The Statistical Problem
  • The Organizational Problem
  • The Results!
  • Summary: Rich Area For Research
business problem
Business Problem
  • Client Faced a Significant Problem:
    • Too Many Calls, Too Much $pent on Technical Support
    • Nearly 3x Industry Norm as a % of Revenues
  • What To Do?
    • Step 1: Move From HQ in PA to Places With Lower Labor Costs
    • Step 2: ????
tell your statistics to shut up

FC

Model

Historical

Data

Business

Judgment

Traffic

Forecasting

“Tell Your Statistics to Shut Up”
  • Initial Engagement
    • Develop a Call Forecasting Model
  • Quantified the Relationship Between Software Units Shipped and Incoming Calls
  • Call Intensity Factor – TOO HIGH!!
our solution more statistics
Our Solution: “More Statistics!”
  • Developed an Integrated “Call Stopping” Methodology
  • Solution is Obvious in Hindsight…
  • ..The Story Behind the Solution is Instructive
presentation roadmap11
Presentation Roadmap
  • Intro to Call Centers
  • The Business Problem
  • The Statistical Problem
  • The Organizational Problem
  • The Results!
  • Summary: Rich Area For Research
slide12

Early Discoveries

  • “We Use a ‘Wrap-up’ Coding System. It Has Been Working Just Fine For Us.”
    • Consistently Misused By TSRs
    • Applies to Known Issues or Generalities
    • No Drill Down to Root Cause or Solution
  • First Step: Paper Tracking
    • Small Group of Agents
    • Instructed on How to Track Call Content
    • Key Principle: Track What Caused the Customer to Pick Up the Phone
slide14

Early Discoveries

  • Good News!
    • TSRs Could Track Effectively (When Taught)
    • With Support From Product Experts, We Could
      • Identify Recurring Issues
      • Classify Cases
  • Revelations!
    • Top 50 Issues > 30% of Calls
    • Top 100 Issues > 40% of Calls
    • Rarely Did an Individual Issue Comprise > 1% of Calls
    • Substantial Differences in AHT Across Different Top Issues
slide15

Major Implications…

  • Why Individual Agents Don’t “Know” Call Content Patterns:
    • Typical Agents Handles Approximately 30 Calls Per Day, 150 Calls Per Week
      • Over 300 Agents
      • High Variance in Calls Handled
    • For an Issue with p=0.01:
      • P(“Average” Agent Sees Any Issue More Than 2 Times in a Week) = 19%
    • Lesson: Beware the “Anecdotal Data”
slide16

Modeling Challenge

  • How to Understand Call Patterns?
    • Too Many Calls For Two Assigned Analysts
    • Solution: Use Random Sampling
  • How to Determine Sample Size?
    • No Shortage of Trials (45,000 Calls/Week)
      • Accuracy of Probability Estimates?
      • Limited Skilled Resources, Lots of Skeptics
        • “What Do These People Do All Day?”
      • Sample/Classify Enough to Ensure Major Issues Are Identified
      • Get Analysts’ Buy-In on Feasibility of Sample Size

>

presentation roadmap17
Presentation Roadmap
  • Intro to Call Centers
  • The Business Problem
  • The Statistical Problem
  • The Organizational Problem
  • The Results!
  • Summary: Rich Area For Research
organizational challenges
Organizational Challenges

Product

Mktg

Eng

& Doc

Sales

Technical Support

slide19

Organizational Challenge

  • Technical Support Holds Low Status in Business
    • Perceived Cost Center
    • Perceived Drain on Bottom Line
    • No Credibility Internally (Historical, Endemic)
  • Marketing and Sales Driving Product Direction
    • Typical For Software Industry
    • “More Features, More Features, More Features”
      • Puts Pressure on Engineering Resources
      • Historically, Crowded Out All But Most Egregious Fixes
our solution crosses many organizational boundaries
Our Solution: Crosses Many Organizational Boundaries
  • Relied on Data Collected Through New CRM System
    • System Design Was Largely FUBAR
  • Cross-Functional Team with Active Representation From:
    • Product Marketing
    • Engineering and QA
    • Documentation and Web
slide21

Organizational Challenge

  • Why Did We Get Traction? Several Reasons:
  • Exploited Corporate Visibility of Problem
    • Perceived “Crisis”
    • Made our Cross-Functional Team Politically Attractive
  • Identified Champions at Leadership Positions
    • Engineering, Documentation Heads
  • Credibility of Process and Analysts
    • Spoke Language of PMs, Eng, Doc
    • Provided Detailed Information
presentation roadmap22
Presentation Roadmap
  • Intro to Call Centers
  • The Business Problem
  • The Statistical Problem
  • The Organizational Problem
  • The Results!
  • Summary: Rich Area For Research
presentation roadmap25
Presentation Roadmap
  • Intro to Call Centers
  • The Business Problem
  • The Statistical Problem
  • The Organizational Problem
  • The Results!
  • Summary: Rich Area For Research
vijay s view on the value of services science research
Vijay’s View on the Value of Services Science Research

“If you hold on tight to what you think is your thing,

You may find you’re missing all the rest.”

Dave Matthews

research opportunities
Research Opportunities
  • CRM Value Creation Success Stories
    • What are the Key Characteristics?
      • Process Improvement Accompanying Tech Innovation
      • Quantifiable Business Results
      • How Do We Study This?
  • Design for Supportability / Software QA
    • What are best practices? Who is doing this well?
      • Enterprise Software Firms
      • Internal IS Groups
      • Fair and Accurate Measurement Methods?
research opportunities28
Research Opportunities
  • Ethnography: Technical Support Operations
    • Huge, Growing, and Barely Researched
    • Successful Research Requires Skills From
      • Strategy, Organizational Behavior
      • Information Systems
      • Decision Sciences
  • Automated Call Content Segmentation
    • Rich problems in AI / CS Realm
    • “Sexy” Solutions