TDC is the largest telecommuncations company in Denmark. TDC is known to some as “the AT&T of Denmark,” and for decades, the company has led the industry, utilizing the latest technologies to deliver state-of-the-art telecommunications services.
||Before deploying CCF, our sales staff overhead was quite large. Now that we have fewer agents turning calls over more rapidly, our department has been able to save more than $700,000 per year.
||Michael Balto, project manager, TDC
After years of turbulence in the telecom industry, TDC was looking for ways to decrease costs and boost its revenue stream. TDC needed to implement a plan to decrease contact center staff overhead, reduce call handling times, and enable more cross- and up-selling opportunities.
TDC implemented the Microsoft Customer Care Framework (CCF) and was able to reduce sales overhead, handle customer calls more efficiently, increase cross- and up-selling, and save more than US$700,000 annually.
TDC found that its disparate CRM legacy systems were simply no longer equipped to support the aggressive sales strategy that the company was poised to implement. The customer care system being used by TDC’s contact center staff was distributed across multiple applications, making it difficult for employees to quickly and easily access all aspects of a customer’s information when a call came in.
Due to the cumbersome nature of the existing Line-of-Business (LOB) systems, Average Handling Time (AHT) for customer calls was lengthy, impacting overall cost-per-call and threatening to affect customer satisfaction levels. Call handling times were escalating, even though in-bound call center headcount had been kept high in order to accommodate increasing volumes.
The amount of customer care agents in place created a level of departmental overhead that was found to be eating into the bottom line. According to Michael Balto, project manager at TDC, “We wanted to curb costs, and had come to the conclusion that maintaining such a large department was keeping our overhead at an unacceptable level.”
TDC knew it was imperative to find a solution that would consolidate all of its customer data into a unified agent desktop, shorten AHT, reduce sales staff overhead, and increase cross- and up-selling of core mobile and fixed net services.
To accomplish this, TDC worked with Microsoft Enterprise Services to implement a solution based upon the Microsoft CCF. Microsoft CCF increases IT flexibility by integrating with back-end LOB systems and minimizes the amount of effort required to build, integrate, and deploy applications. It brings together information from different applications into a single view, enabling organizations to develop deeper and more valuable customer relationships, and to improve the quality of the customer experience across all channels.
Built upon Microsoft CCF, the TDC “Mass Market 360” initiative was implemented in three stages to improve the company’s customer experience, provide sales staff with a 360-degree view of the complete customer engagement, and support cross- and up-sales opportunities by recommending offerings based upon the profile and history of each customer.
360-degree customer views
CCF enabled the TDC call center to aggregate its disparate applications into a single user interface, removing the need for sales agents to toggle amongst multiple applications to locate customer information. Using CCF, TDC’s sales staff gets a 360-degree view of a customer from a familiar front-end shell, enabling them to tailor conversations based on the customer’s profile and needs.
Now the members of the call center can instantly view all customer contact information, real-time information on an account’s active product and service holdings, location information for all contacts associated with an account, and a full call history, detailing date and time of call, subject matter, and the name of the sales agent involved.
“Having all of our customer information in a single dashboard helps our sales agents get an accurate picture of account status and recommend additional services that offer real value to our customers,” says Balto.
The new 360-degree customer view and process automation have enabled agents to eliminate repeat calls, decrease unqualified issue escalations, and significantly reduce per-call AHT. CCF has also given TDC sales agents new levels of call wrap-up functionality and history information, right within the UI. Today, tasks that were previously completed manually can be completely automated, reducing call wrap times.
Reducing sales overhead
The need for a large in-bound call center was driven in part by the lengthening call-handling times TDC was experiencing. With the deployment of CCF however, call center processes were streamlined and overhead was significantly reduced.
With call-handling processes running more smoothly, TDC was able to reduce its call center staff by 13 full-time employees, realizing a substantial departmental savings. “Before deploying CCF, our sales staff overhead was quite large,” states Balto. “Now that we have fewer agents turning calls over more rapidly, our department has been able to save more than $700,000 per year.”
Increasing sales opportunities
Today, CCF provides TDC call center agents with customer-specific sales recommendations that are based on the customer product portfolio, usage patterns, and strategic segment code. Workflow guides and agent scripting also help to increase cross- and up-sell opportunities, as well as helping agents achieve first contact resolution and improve win rates.
According to Balto, Microsoft CCF has had a significant impact in the TDC sales organization. “CCF is going to make a big difference in how we sell,” he says. “It’s made our sales team smarter, faster, and much more valuable to our customers.”
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