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Anastasia Gavura
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Anastasia Gavura,Head of distance selling services department
OS-Direct Marketing Group
Client Service in Ukrainian Contact Centers
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 cooperation between CC and Clients: what to
focus on
Vector 1. Considerable amount of calls without orders
Why do Clients call?
8%
88%
4%ReclamationsQuestionsInstructions/requests
Range of problems: 70% of calls – informational
Vector 1. Solution – alternative channels usage
When and how to use them?
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– E-mails– Letters
Vector 2. Working with unstable activity
What 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 forecasting
What 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 forecasting
Service expenses decrease by 15% on average
What 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
Worked out methodics of quality evaluation for
usage!
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
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 EuroIf agent is working properly it can cost0,42-20% = 0,336 EuroOn 10 000 calls you save 840,00 Euro!
15% дополнительных продаж -реально
Vector 4. Sales increase
Use CC as a sales tool:• Additional sales• Cross-sales• Customers reactivation• Cold DB sales
30% of additional sales is real
According to the research: Quality of service in CC is increasing permanently
