As a leading international family entertainment and media enterprise, the client works across media networks, studio entertainment, consumer products and interactive media.
In 2015, they publicly announced plans to launch a dedicated entertainment streaming app, designed to provide users with digital access to a back catalogue of movies, TV shows, music and books.
Having established a strategy to create and launch the app in the UK and Europe, the client required a partner to provide a complete customer service offering. In September 2014, the client chose Firstsource to partner with and started development of the app’s new customer service offering ahead of the go-live.
The client’s objective was to provide an outstanding service to their customer, with the following targets:
- Answering 90% of calls within 10 seconds and 80% of webchat messages within 30 seconds
- Responding to 50% of emails within 4 hours and 100% of emails within 24 hours
- Achieving a minimum customer satisfaction score of 85%
In order to meet the client’s strategic objectives, Firstsource devised a solution that included:
Creating a dedicated team of brand advocates
Firstsource began by establishing a leadership team to oversee the direction of the account. Firstsource ensured that the team were all existing advocates and fans of the client’s brand, with the passion to deliver the high standards that the client demanded.
Developing the right team and location
Creating a team of 90+ colleagues and investing in renovating a brand-new facility. The decoration, fixtures, fittings and furniture were tailored to the client’s brand guidelines to further mirror the client’s culture.
Embedding the client culture within the team
The Firstsource team then created a new quality structure designed around the client’s culture and its internal key principles. By integrating client culture and principles, Firstsource ensured that they formed part of the daily performance monitoring for the team’s behaviours and customer interactions, thereby maximising engagement and ensuring buy-in to deliver an exemplary service.
Monthly Kaizen process improvement workshops
Held with the client to improve communication and generate ongoing improvements to the service. A number of solutions were implemented, including:
- Enhancement of the sign-up process
- Improvement of data collection processes to enable more effective business decision making
- Provision to make technical adjustments to the software and test computers, tablets and smartphones
- Implementation of ongoing training initiative in the team