Anastasia Gavura,Head of distance selling services department

OS-Direct Marketing Group

Client Service in Ukrainian Contact Centers

In Ukraine:• Main channels of communication with customers: telephone, Internet,

post• Acceptable HL working schedule: Mon.-Sat. 8:00-21:00, Sun.10:00 – 17:00

• Calls with orders vs. informational calls - 30/70, rarely - 50/50.

• 65% of orders done at webpage are accompanied by a call to CC• Average duration of a conversation with order - 2,5 - 3,5 min.

• Average cost of a minute of agent’s work 0,99 UAH - 1,87 UAH (0,097-0,183 EUR)

How to make customers happy?

• To improve quality of CC agent’s work.

• To give a Customers opportunity to choose a channel of communication.

• To provide feedback: to report on the status, to inform about the changes.

• To analyze needs of the market and to adjust quickly

Main vectors of cooperation between CC and Clients: what to

focus on

Vector 1. Considerable amount of calls without orders

Why do Clients call?

8%

88%

4%ReclamationsQuestionsInstructions/requests

Range of problems: 70% of calls – informational

Vector 1. Solution – alternative channels usage

When and how to use them?

Main reasons of informational calls: • State of account specification• Delivery status clarification• Changing personal data / components of order• Product availability checking before making an order through

another channel But Contact Center is not calls only!

– Sms dispatches– E-mails– Letters

Vector 2. Working with unstable activity

What affects hit / decline in activities?• unplanned start of marketing activities• weather• season• holidays / weekends• day of a week

Resources misallocation

excess expenses

Vector 2. Solution – analysis of activities and forecasting

What to analyze?• response rate from different advertising channels on different proposals• main reasons of requests (if info-calls - to seek and to eliminate the

reason)• variations in activities depending on external factors

CC – good tool to make analysis

Vector 2. Solution – analysis of activities and forecasting

Service expenses decrease by 15% on average

What gives analysis of previous activities:• Determination of additional requests reasons• Timely introduction of cheaper communication channel• Forecasts for the next period and optimal allocation of resources

Worked out methodics of quality evaluation for

usage!

Vector 3. Quality of CC cooperation with Clients

• Technical KPIInternational standards are valid:

– Service Level 80%/20 sec.– Availability Level 95%

• Quality of agent’s work with Clients

Vector 3. Influence of agents’ work with Clients quality control

Results which could be achieved with a complex approach :• Service quality improvement• Up to 20% decrease of conversation time• Up to 10% reduction of repeat calls’ number • Customers loyalty increase• 30% sales level increase

Example of how to save on customers servicing:A 3 minutes duration call costs 0.42 EuroIf agent is working properly it can cost0,42-20% = 0,336 EuroOn 10 000 calls you save 840,00 Euro!

15% дополнительных продаж -реально

Vector 4. Sales increase

Use CC as a sales tool:• Additional sales• Cross-sales• Customers reactivation• Cold DB sales

30% of additional sales is real

According to the research: Quality of service in CC is increasing permanently

Thank you for your kind attention!

Tel: +380 44 490 9087Email: gavura@osdirect.com.uawww.osdirect.com.ua