Case Study

Resolution-Based Approach Drives Reduction in Email Volumes for India Telecom Leader

Digital Marketing


The telecom industry in India is becoming increasingly competitive, with companies stepping up offerings to meet escalating customer service expectations. Faster, one-time issue resolutions and getting the Right Answers Fast® are key requirements of a satisfactory customer experience today.
In 2008, this client was looking for a partner to handle and provide optimum customer experience to its customers with better issue resolution. The partnership that began in 2008 is still going strong, with the client increasingly trusting HGS with the results and value-adds provided.

Client since 2008
Telecom client
630 FTEs
Pan-India support
Delivery centre: Bangalore, India
All major Indian languages supported
Services offered: Queries, Requests, and Complaints (QRC) emails handled across client business lines (mobile postpaid, prepaid, and tele media [broadband and fixed lines])


The client was facing difficulty with satisfactory customer issue resolution, as there was a need for multiple client contacts to address and fix one problem. This was not only affecting the customer experience but was also increasing the volumes handled by the client. The client wanted HGS to address and resolve these issues:

  •  Low first contact resolution (FCR)
  • Reduce repeat transactions through process reengineering/calling as a service
  • Reduce email volume through strategic insights on customer needs/issues


Reengineered the process 90% First Contact Resolution (FCR) Rate achieved

How We Do It

HGS placed process reengineering at the core of service delivery for this client as a part of our efforts to improve FCR. We reengineered the client’s issue resolution process by conducting a “waterfall study” that focused on analysing the repeat emails and building a “five ’why’ questions” approach to eliminate a repeat transaction/ email. This approach helped us understand the top drivers behind receiving repeat emails on the same issue and work toward getting it right the first time and reducing the repeat email volumes.

Business Result

HGS efforts to boost FCR led to us achieving 90% FCR in Q3 2017. The previous quarter, HGS provided 380 process improvements and made over 45+ suggestions to the client, with implementations of these suggestions resulting in direct FCR gains.

Transitioned the client from a transactional to a ‘resolutionbased’ approach
‘Resolution-Based’ Approach  28%  Reduction in FTEs

How We Do It

We moved the client from an earlier transactional approach that was focused more on dealing with and closing customer transactions than proper issue resolution. HGS began making outbound calls to gather complete information for resolution and we also validated service requests to reduce invalid requests. The transition to this resolution-based approach was crucial to increase focus on and improve the FCR and reduce repeat email volumes.

Business Result

A shift form a transaction-based approach to a resolution-based approach, along with other transformational initiatives, led to a reduction in FTE count by 28% in FY2017.

Established exclusive CEET desk to resolve critical customer issues 27% Reduction in Email Volumes

How We Do It

HGS set up a dedicated Customer Experience and Excellence Team (CEET) desk for resolution of critical queues for example with those with regulatory impact. These desks are set up across LOBs to follow up on critical cases with internal client stakeholders for quicker resolution/exception. When such critical issues crop up, the CEET desks get in touch with the relevant stakeholders in the client’s organisation and expedites the resolution of the issue for the customer. This reduced the turnaround time for customer issue resolution.

Business Result

n late 2017, average email volume was reduced by 27% at 1.9 Lac emails/ month Q3’17 average volume from the prior year’s 2.6 Lacs emails/month. This decrease is despite consolidation of queues from other partners, which accounted for addition of more than 50,000 emails/month.


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