• Practice Areas
• Solution Frameworks
• Case Studies
• Operational Strategy
• Sales Operations
• Customer Support Operations
• Business - IT Alignment
• Real Results
• Client List

Case Studies: Developing a Strategic Vision for Customer Care

A Solid Customer Operations Foundation was needed Remain Competitive and Support Growth

Business Issue
The company was introducing new products maintain revenue targets in some areas and experience double digit growth in others, and needed improve the overall performance of the Customer Operations function achieve this goal. They were consistently trailing the competition in customer service benchmarking and were lacking a solid support infrastructure. Further investigation revealed:

• Very high call abandon rates (27%) creating a large opportunity improve customer satisfaction
• Call flow design and designated team responsibilities did not promote first call resolution
• Online self-service offerings were limited and not easy use limiting the customer adoption
• Support management's non-aggressive approach managing resources was making it difficult achieve and sustain high performance levels
• Consumers comprise the majority of inbound inquiries, but menu options, non-toll free contact numbers, and other elements were not consumer friendly

Adroit's Role
Adroit was hired complete an assessment of the Customer Care team and their existing support channels, and provide recommendations improve performance over the near-term, mid-term, and long-term. Adroit then implemented the near-term recommendations that would make the most impact improving customer satisfaction.

Activities included:

• Reconfiguring the phone routing and menus for primary support numbers
• Reduced complexity of menu options based on customer operations groups
• Created mutually exclusive options provide more concise routing
• Promoting first call resolution for all calls by routing them the proper resources
• Improving the website layout and email form promote online self-service and streamlined email process
• Standardized "Contact Us" and "Customer Support" areas drive customers down logical path in finding support options
• Accentuated self-service options drive email and call deflection
• Updated home page content and navigational descriptions simplify access support related options
• Added standard contact center elements improve overall Customer Operations performance
• Changing the culture a performance based, metrics-driven one
• Created a metrics driven evaluation scorecard identify strengths and weaknesses by rep
• Defined a structured monitoring program and a structured training and certification approach technical and soft skills training
• Identification of specific deployment timeline for near, mid, and long-term implementation tasks along with a change management plan
• Defined an 18 month timeline describing specific sequencing of planned improvements
• Created a change management plan address the timing elements of the new strategic vision

Outcome
The results of Adroit's recommendations led to:


• Proactive and successful management of the change management activities, and achievement of the vision
• Deployment of more advanced self-service capabilities deflected inbound call and email volumes
• Increased customer satisfaction, lowered abandon rates, and increased first call resolution with the increased visibility and awareness of rep and team performance