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VODAFONE SPAIN CASE

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

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  1. VODAFONE SPAIN CASE Olga García Pelayo August 2006

  2. SUMMARY • VODAFONE SPAIN CASE INTRODUCTION • CONTINUOUS IMPROVEMENT PROCESS • RESULTS OBTAINED • CONCLUSIONS

  3. VODAFONE SPAIN CASE INTRODUCTION

  4. STEPS TAKEN Since DTMF... Natural dialogues DTMF ASR IVR

  5. 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...

  6. BEGINNING... Since DTMF... Natural dialogues 173 VIDEO IVR DTMF ASR IVR Mobile Web Application ... To the new 3G IVR 3G IVR

  7. 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

  8. CONTINUOUS IMPROVEMENT PROCESS

  9. 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

  10. 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

  11. 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)

  12. AUDIO EXAMPLE

  13. 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

  14. 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.

  15. REACHED RESULTS

  16. IVR-ASR MANAGED CALLS 8 M 4 M 3.3 M

  17. 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

  18. CONCLUSIONS

  19. 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

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