How Transcom Sweden developed a successful chat service for one of the largest mobile telecommunications providers in Europe
Transcom’s client is one of the largest mobile telecommunications providers in Europe and we have provided customer care services and support for this company for ten years. Our client offers mobile voice messaging and handset data, mobile broadband, business to business, fixed voice and broadband and machine to machine services. We deliver customer service to the client’s customers in several European markets. As each market has its own characteristics, communication channels and volumes vary from country to country. In order to meet the rapidly growing demand for non-voice services, we currently use chat as a customer care channel for this particular client in two countries.
Since 2010 the partnership with Transcom is based on the principles of COPC (a global performance management system for the customer service industry) and we use this standard to measure and manage Customer Satisfaction through improved quality and service.
As both Transcom and our client focus on delivering outstanding customer experience, it was mutually agreed that the End User Feedback Overall Satisfaction (OSAT) target from October 2013 would be 85% (COPC High Performing Benchmark). End User (EU) Feedback measurements started in the middle of 2009. Each survey starts with an overall satisfaction question. The measurement is collected mostly after the call for voice contacts. For non-voice contacts, data is collected using a web survey. Prior to 2012, the chat channel in Sweden consisted of a few agents.
During the summer of 2012 a decision was made to increase the volume and extensive marketing of this channel and several “traffic shaping” activities started. By then, both our client as well as our team were quite inexperienced with the chat channel and what to expect when volumes increased. Therefore we spent a lot of time discussing the following issues:
- How to manage customer expectations through chat?
- What reports were needed?
- How to do accurate forecasting?
- How should we properly train agents?
Through an extensive partnership with the client, and by using the expertise from other Transcom customer experience specialist around the world, we have managed to turn the channel into a great experience both from an agent, client as well as a customer perspective.
Today, we have 90 agents in Sweden exclusively trained to deliver non-voice services for our client. Each month, the team handles approximately 35 000 customer interactions and spend 12,000 hours to service this channel. In average, an agent communicates with 2-2.5 customers at the same time.
During the second quarter of 2014, the EU Feedback result exceeded COPC High Performing Benchmark with an average of 87% and the chat service is now our best performing channel! With the experience we have gained during the last two years, Transcom Sweden is well-prepared to maintain the levels achieved, monitor, improve and innovate this non-voice service for our client in order to meet the growing demand from customers who prefer to use chat and social media to communicate.