2013-07-25-奥纬咨询-Building_Value_From_Care_8页_288kb

Summary of Call Center Optimization in Telecom Industry

Background

The telecom industry faces increased competition and commoditization, leading to margin pressure. Many operators optimize customer care, which averages about 10% of indirect operating expenses, by balancing higher customer satisfaction with cost reductions and increased upselling. Customer care activities are driven by call volumes, with operators handling around 1.8 and 2.5 calls per subscriber annually for fixed-line and mobile services, respectively. Oliver Wyman recommends an approach that improves operations without sacrificing quality.

Key Objectives

Customer care optimization aims to achieve three main goals: higher customer satisfaction, lower costs, and increased profitability through upselling and cross-selling, as outlined in Exhibit 1.

Oliver Wyman's Methodology

The approach is based on three pillars:

1. Creating Transparency: Use data analytics to understand root causes, call patterns, and agent performance through six key analyses (e.g., call mapping, benchmarking, and driver trees).
2. Streamlining Operations: Implement actions to reduce demand, improve productivity, and cut costs, focusing on areas like call deflection, agent training, and better tools.
3. Smart Implementation: Address resistance and ensure successful rollout with governance, employee incentives, and clear projects.

Core Recommendations

• Demand Management: Reduce call volumes by eliminating root causes, improving first call resolution, and steering customers to automated channels for low-value contacts.
• Productivity and Efficiency: Boost agent performance through specialization, better training, and advanced tools; optimize workforce management and support functions to minimize idle time.
• Cost Optimization: Reduce costs via right sourcing, outsourcing, and foot printing through center closures and digital improvements.
• Upselling and Cross-Selling: Enhance sales potential by training agents and integrating CRM systems.
• Implementation Strategy: Overcome internal resistance by focusing on high-impact projects, using steering teams, and ensuring buy-in through communication and early successes.

Benefits and Outcomes

By optimizing customer care, operators can transform care from cost centers to efficient value-creation platforms, leading to higher customer satisfaction, lower expenses, and improved profits, as seen in real-world case studies with cost savings of 20-45% and better care-to-sales ratios.

Enablers

Oliver Wyman supports operators in reaching best-in-class levels by defining strategies, managing turnarounds, and leveraging years of expertise in operations and transformation, resulting in smoother implementations and tangible results.