Leading MVNO partners with Firstsource to transform customer experience

This leading Mobile Network Virtual Operator (MVNO) operates a contract-free, online-only model where customers are free to stay or leave whenever they want. As a result, strong, seamless customer service is especially important for their business, and they continually seek to enhance the product and service experience.  

The client runs an ongoing continual improvement programme, which focuses on setting itself apart from the competition through a genuinely customer-centric approach. On this, they work with Firstsource, their partner for all customer service. The Firstsource team handles all technical, billing and service assistance support, using a using a work-from-home workforce spread across the UK. 

Challenges:  

The client sought to reduce avoidable contacts, measured as propensity to contact (PTC), boost customer satisfaction (CSAT), and continually improve performance, year on year. 

How We Made It Happen: 

Benchmarking and best practice analysis 

Comprehensive analysis of CX operations, drawing insights from queries, CSAT and NPS feedback, complaints, direct customer input, and frontline experiences. Identified improvement opportunities for processes and technology. In particular, the process for classifying customer issues was cumbersome and often led to miscategorized problems. 

Categorising issues differently 

A new approach to issue categorization based on reviewing the language used by customers and advisers, identifying recurring miscategorized issues, and restructuring sub-categories using language that made sense to everyone. This included a new category selection interface with automated checks and real-time monitoring tools that help advisors improve their categorization accuracy and ensure data integrity. 

AI agent copilot and customer chatbot 

Improved self-serve tools including an AI chatbot and simpler, more intuitive FAQ section. Proactive notifications for simpler queries such as billing and common technical glitches. Guided Assistance technology that takes the advisors through the processes from start to finish, helping them solve customer queries on the go instead of having to read through knowledge base articles. 

Empathy-focused training  

Updated training for agents, emphasizing active listening, problem-solving and continuous learning. 

Community forum management

Moderation of self-help forum, and proactively stimulating customer participation, to keep information accurate and participants engaged.