About the Client
The client is a global multinational telecommunications conglomerate with a global subscriber base of more than 150 million customers. They provide a range of services spread around cable television, landlines, mobile phones, broadband, IPTV, digital media, Internet, Telematics.
Client Challenge
With a huge customer base, the most challenging aspect for the client was managing and routing support requests efficiently which minimized customer effort and maximized resolution quality. While the client had a robust support ecosystem in place that gave them a good understanding of their customer’s pain points and needs with well-defined personas, the lack of real-time agent personas and the sheer magnitude of calls taxed their call flow and routing mechanisms and overloaded them – resulting in inefficiencies that gave rise to increased AHT (Average Handling Time), low CSAT and high customer churn. As a result, the customer experience was a hit or a miss and nothing home to talk about. The client needed to infuse intelligence into operations, overhaul the system to increase resolutions, manage routing and escalations, and drive CX (Customer Experience).
Movate Solution
Movate assessed the existing client ecosystem and brought forth its Movate Edison platform for the job with the following scope of work –
- Implement a persona-based Smart Routing Solution, anAI-powered engine that maps agent and customer personas to enable call routing from multiple channels to the best available agent in real-time
- Drive channel-less experiences over customers’ preferred engagement channel with a customer engagement hub thus realizing faster resolution and outcomes
- A dedicated team of trained, best-in-class CX professionals in Utah to take care of support requests/ services for various client products
Movate onboarded the client on its Movate Edisonplatform and configured the Smart Routing Solution and the Customer Engagement Hub that helped the client manage its customer base of more than 150 million subscribers through channel-less support and efficient case routing.
Though the client had well-defined customer personas at its disposal, they didn’t have a mechanism to identify the right agents to resolve the call. Movate’s Smart Routing solution filled in the gap by creating agent personas and mapping them to customer personas.
Defining personas helps to understand customer intent, and segmentation from the customer’s side and maps it to the right agent who has the best skill, expertise, and ratings to resolve the call across channels. Typical customer personas could include expected outcomes, service scores, customer intent, and past interactions. Agent personas could include soft skills, tech skills, agent KPIs, and personality.
The solution created agent personas by mapping 4 main categories and 40 subcategories to identify strengths and areas of improvement. DNN (Deep Neural Network) models were created to identify intent based on historical call patterns. Persona-based routing systems generate higher customer satisfaction, faster closures, and seamless experiences due to their real-time capability to divert calls to the best available agents automatically.
The below diagrammatic representation shows how Smart Routing works.
Business Benefits
- 100% Automation in Case Allocation
Currently, 100% of client’s support requests are automatically routed and allocated to the most suitable agent without any manual intervention
- Improved Resolution Quality
With efficient call routing, the client has seen a sharp reduction of 28% in AHT of cases, while the CSAT scores have improved by 13%
- 24% Customer Churn Reduction
Most importantly, hassle-free support and fast resolutions have improved customer loyalty and the client has achieved a dip of 24% in customer churn within a quarter
- 18% Improvement in Agent Productivity
Agent persona-based case routing ensures that the work is aligned to agents’ personality and behavioral traits, thus driving agent experience, and enabling them to work more efficiently.
Movate, formerly CSS Corp, is a digital technology and customer experience services company committed to disrupting the industry with boundless agility, human-centered innovation, and a relentless focus on driving client outcomes. Recognized as one of the most awarded and analyst-accredited companies in its revenue range, Movate helps ambitious, growth-oriented companies across industries stay ahead of the curve by leveraging its world-class talent of over 11,700+ full-time Movators across 20 global locations and a gig network of thousands of technology experts across 60 countries, speaking over 100 languages.