Stay ahead with delighted customers: top UK mobile operator partners with Firstsource for superior customer experience

£400,000
invested in physical infrastructure to accommodate the growing team
2,256
surveys conducted to identify key trigger points in customer journey
4 months
to design and deploy a solution that delivers meaningful results
Stay ahead with delighted customers: top UK mobile operator partners with Firstsource for superior customer experience
Case study

Background

giffgaff is a leading UK-based Mobile Virtual Network Operator (MVNO) that uses the network infrastructure built by its parent company, O2.

For customer support, it uses a crowdsourcing model where network members interact in online communities to resolve queries.

Business challenge

giffgaff partnered with Firstsource in 2009 with the objective of creating an exceptional member experience that focused on:

  • Reducing the need for member queries
  • Engaging with members effectively to answer each other’s questions
  • Delivering an excellent customer experience and fast resolution

Firstsource solution

Firstsource identified a range of opportunities to increase member satisfaction and improve operating procedures. The solutions included:

  • Using advanced analytics in the forum management to improve member journeys
  • Leveraging best-in-class process tools to offer technical support and membership services
  • Reducing the need to pass cases among different teams by cross-skilling and empowering agents to better serve members
  • Reducing resolution time by implementing a priority queue for critical issues
  • Making a complaint website page more user friendly by updating the layout of the query
  • Identifying reasons for contact and developing effective self-serve solutions, including activating member account notifications and options for amending purchases ‘in-flight’

Business impact

Firstsource worked hand-in-hand with giffgaff to understand and anticipate member needs.

The team harnessed analytics solutions which, together with the frontline agent feedback tool, helped predict trends and potential issues.

For example, over a period of four months, it tracked, measured and analysed 2,974 comments to identify key trigger points across the entire journey. From this, giffgaff identified three key areas of member dissatisfaction:

  • Delayed responses
  • Query-raising difficulties
  • Limitations around issuing goody bags

Based on this, Firstsource’s CRM system enabled adjustments to be made based on member cases and feedback within Member Satisfaction (MSAT) survey results. This ranged from the creation of reporting to quantify specific member issues or performance) or the addition of functionality, allowing better service for members; for example, triggering SMS notifications when a case has been responded to.

Additionally, Firstsource added numerous systems to enable agents to solve a wide range of member queries, including:

  • Access to in-depth network coverage systems to ensure agents are continually up-to-date with the UK mobile network status
  • Access to communication systems to keep agents in direct contact with giffgaff and third parties to ensure quicker case resolution
£400,000
invested in physical infrastructure to accommodate the growing team
2,256
surveys conducted to identify key trigger points in customer journey
4 months
to design and deploy a solution that delivers meaningful results
 

"As experts in our member experience, with the analytics capability to help us monitor, moderate and improve their journeys, Firstsource were the perfect choice for giffgaff to partner with. By working with Firstsource to develop our contact response system, we have been recognised as best in class at the uSwitch Awards. We’re looking forward to continuing to work with Firstsource in the future to deliver the best member experience possible."

- Adele Shaw, Head of Member Services – giffgaff

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Firstsource is a leading provider of customised Business Process Management (BPM) services. We specialise in helping clients stay ahead of the curve through transformational solutions in order to reimagine business processes and deliver increased efficiency, deeper insights and superior outcomes.

We are trusted brand custodians and long-term partners to 100+ leading brands with presence in the US, UK, Philippines and India. Our ‘rightshore’ delivery model offers solutions covering complete customer lifecycle across Healthcare, Telecommunications & Media and Banking, Financial Services & Insurance verticals.

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