The client is a division of pan-European telecommunications company oﬀering subscription-based internet television and video-on-demand services in the UK, Ireland and Italy.
The online TV service provider’s call centres handled customer support for its streaming and on-demand content services covering approximately 2.5 million UK and Irish subscribers.
The customer service teams handled customer queries and complaints through web-chat, email, social media and phone. The core problem was that advisers weren’t tagging complaints accurately – tagging accuracy was assessed at just 70%. This created compliance risk with Ofcom and also hindered meaningful analysis of customer dissatisfaction, making it diﬃcult to improve customer service.
The provider wanted to gather deeper insights from customer complaints to identify gaps and improve the customer query handling process and overall NPS. Speciﬁc goals were to get tagging accuracy above 90% and improve overall NPS from the current +47.
The company partnered with Firstsource to analyse customer complaints, and use the insights to improve the complaints handling process and overall customer experience.
The Firstsource solution included voice and text analytics, root cause analysis, creation and deployment of a training programme for associates based on these insights, and assessment and accreditation of associates at the end.
The Firstsource team adopted a phased approach to solution deployment. In the analytics phase, the team deployed First Customer Intelligence (FCI), our proprietary customer intelligence solution, to analyse customer conversations. The tool used natural language processing and sentiment scoring to better understand customer dissatisfaction areas by analysing negative emotions, words and phrases.
In the next phase, the team analysed data in each category to identify the root cause (e.g. business or adviser limitation) for customer complaints and inaccurate complaint tagging. The team recommended process improvements to help individual advisers tag complaints more accurately and address speciﬁc complaint types more eﬀectively.
Finally, the Firstsource team applied the insights to develop a training programme for advisers, team leaders and call centre managers. Participants had to pass an assessment to show they could accurately recognise nine out of every ten complaints. Those failing the test were required to repeat the training.