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VODAFONE SPAIN CASE. Olga García Pelayo August 2006. SUMMARY. VODAFONE SPAIN CASE INTRODUCTION CONTINUOUS IMPROVEMENT PROCESS RESULTS OBTAINED CONCLUSIONS. VODAFONE SPAIN CASE INTRODUCTION. STEPS TAKEN. Since DTMF. Natural dialogues. DTMF. ASR IVR. AUTOMATED SERVICES NOWADAYS.

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VODAFONE SPAIN CASE

Olga García Pelayo

August 2006

summary
SUMMARY
  • VODAFONE SPAIN CASE INTRODUCTION
  • CONTINUOUS IMPROVEMENT PROCESS
  • RESULTS OBTAINED
  • CONCLUSIONS
steps taken
STEPS TAKEN

Since DTMF...

Natural dialogues

DTMF

ASR IVR

automated services nowadays
AUTOMATED SERVICES NOWADAYS
  • Promotions and marketing campaigns
  • Pricing plan managements
  • Bank account change
  • Duplicate bills
  • International call unblocking and use of some international services
  • Voice mail
  • Missed calls
  • PUK codes
  • Credit limits
  • Loyalty points program
  • Other Vodafone Spain services...
beginning
BEGINNING...

Since DTMF...

Natural dialogues

173

VIDEO IVR

DTMF

ASR IVR

Mobile Web Application

... To the new 3G IVR

3G IVR

main characteristics
MAIN CHARACTERISTICS
  • 1800 ports
  • An average of 250.000 calls/day with peaks of up to 330.000 calls during promotional campaigns
  • 62% of the calls are completely managed within the IVR
  • 11.500.000 clients using the IVR
  • 88% of clients using the IVR / total Vodafone clients
  • Over 850.000 on-line transactions
  • Simpleand proactive dialogues and completed management options
how can we make the customer be the quality base
HOW CAN WE MAKE THE CUSTOMER BE THE QUALITY BASE?...

PROCESS

IMPROVEMENTS DEFINITION

PROCESS INDICATORS

ANALYSIS

... Bearing in mind customer satisfaction as the main indicator of all continuous improvement processes

how must we measure our process
HOW MUST WE MEASURE OUR PROCESS?

1 hour after their call to the CSC

  • Quickly
  • Continuously
  • Not bothersome
  • With a cheap system
  • With a flexible system
  • Keeping a statistic representative sample

Applying to calls managed by an agent

Applying to calls managed by IVR

Applying to customers who have problems

Applying to web channel users

13.000 successful surveys/day

customer service survey process

CAN WE EXECUTE THE SURVEY?

CRM

YES

DID WE ASK THEM BEFORE?

1 hour passes

NO

CUSTOMER SERVICE SURVEY PROCESS

Obtain PUK code

28568526

CRM

FASE I

IVR

SURVEY FILTER

FASE II

IVR SURVEY

(1 hour after their call to the CSC)

menu options analysis
MENU OPTIONS ANALYSIS

For example, we decided to focus on Promotions because this service had high call volumes and lower resolution and satisfaction values than average

SMS & MMS

Promotions

Pricing plans

Voicemail

Qtal

Credit limit

Billing

International calls

Lost calls

A2

PIN/PUK

Total Options Average

listening our customers
LISTENING OUR CUSTOMERS

The IVR team reviews the answers and what the customer responded in the IVR menu, and completes this information listening to samples of calls in this IVR menu.

Finally after the analysis the IVR team make changes on the IVR menu based on this.

ivr satisfaction results
IVR SATISFACTION RESULTS

We can see in the graph the prepaid customer satisfaction for clients who finished their call on the IVR-ASRin relation to clients whose queries were solved by an agent.

For example, at week 3 IVR-ASR obtained better satisfaction results than via agent, a 16%.

% Sat.

Agent satisfaction

Week

% calculated in relation to Agent satisfaction

conclusions
CONCLUSIONS

Technology works!! But the real key is to design good dialogues.

Listening to Customers

MEASURE PROPERLY

IVR is an adequate measuring tool

Learning lessons