Case Study

Retention and Win-back Powered by Customer Experience Analytics

Industries
Retail
Solutions
Voice
Automation
Analytics
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OBJECTIVE

When the client first sought HGS’s services, the company was in its first year of partnership with a large BPO firm, and being overshadowed by this firm’s larger clients. The client was dissatisfied with understaffing and underservicing. Additionally, training and retention complexities caused basic service levels and abandon rate contractual service metrics to be missed. 
The resulting reactive business model was not in alignment with the client’s own strategy and growth. As a result, this client shifted to HGS’s more attentive service focus and a partnership of innovative Compliments & Complaints Management 

AT A GLANCE

Consumer Interaction: Inbound phone calls, email, white mail, and social media (both Facebook and Twitter), franchisee-profile support, contact solutions for the client’s partners’ promotional support and help desk CSAT reporting (TMSW and Xerox) , research, escalation support, IT-issue resolution

Business Services – Franchisee Support: Timely and accurate processing and personalized mail follow-up to franchisee inquiries, processing of fulfillment requests and customized packages, inbound and outbound calls for franchisees, white mail, maintenancerelated issues

Business Services – HRO: Scheduling and HR software support

FTEs: 152 Team Members provide services from Peoria and Chicago locations.

 

OUR SOLUTION

HGS developed a four-pronged solution, aimed at using our contact centers and innovation to better support the customer experience. Our quick-response team and creative solutions have focused on winning back the trust of dissatisfied customers, to the net effect of these Top 4 solutions and results:
 

How We Do It

In October 2017, HGS launched Facebook and Twitter social media monitoring and engagement support for this client partner. We started with a team of 26 team members—21 in Peoria (including 2 team leads), and 5 insourced at our client’s location, including an analyst. HGS worked with the client to align to the engagement process manual, including parameters for complaints and concerns, as well as appropriate language aligned to client corporate culture and supportive of our brand ambassador role. At our first line of social media support for this client, we review and write posts—assigning content tags to high specificity—that are then sent to another tier of senior team members, for approval. As part of this review, HGS staff members are triaging contacts by client priority, for possible PR or crisis management. Additionally, HGS team members provides research such as profile vetting of those who post to the client account, to ensure our responses and engagement do not engage controversial posts. HGS also collaborates with the client’s agency for marketing campaign support.

Business Insights

  • Response rate up to 85% depending on channel

Responding within four hours of customer post

  • 922,000 client social customers received care as of  late 2018

Business Result

In just one year, HGS has built on our social success for this client, successfully launching our local force team to provide monitoring and engagement on more than 14,000 restaurant pages). Additionally, our Mobile App review responds to 375 mobile app customers per day, on average. Finally, at close of 2018, we have addressed more than 18,000 local customers for this client. As a front-line ambassador representing this client brand, we ensure a strong engagement to scale ROI for the client.

Continuous Improvement CSAT Improvement
 

How We Do It

We continually reassess and remodel contact processes with an annual review of our work flow system, capturing data points to drive superior operations and business growth.

Business Result

Recent work flow process changes include transitioning all calls to a “tellme-about-it” listening approach, starting calls with, “Thanks for calling, How can I help you?” As a result, CSAT has improved in areas of connectivity, responsiveness, and brand support, with high rankings in operational process improvements and responsiveness to changing conditions.

Knowledge Management 25 million Visitors per Day

How We Do It

We worked with the client to build a database of product knowledge and customer service best practices, based on agent experience in handling both compliments and complaints.
Business Result The client’s 800 number is handled by HGS, with a 24-hour turnaround time on all questions and complaints. Our email team sends on average 30,000 emails to client customers monthly.

Customer Feedback 14,000 Retail Locations

How We Do It

We developed and disseminated Follow-Up Surveys to mediate franchisees’ contact with dissatisfied customers.

Business Result

Based on information and ideas gleaned from our follow-up studies of dissatisfied customers, HGS has been able to recover the customer in 75% of cases.