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.
giffgaff partnered with Firstsource in 2009 with the objective of creating an exceptional member experience that focused on:
Firstsource identified a range of opportunities to increase member satisfaction and improve operating procedures. The solutions included:
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:
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:
"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."
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.
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