Repeat Call Study For A News Media Giant
Challenge:
With over 7 million subscribers, the media house giant wanted to assess the repeat caller situation at their end and wanted MattsenKumar to provide insights over their recorded calls using state of the art speech analytics solution along with a dedicated team of speech analysts.
- Identify repeat call reasons
- Rate of customers calling more than twice
- Current FCR rate
Customer Profile:
A major American mass media company which publishes its namesake newspaper. It has long been regarded within the industry as a national “newspaper of record”, its rated 18th in the world by circulation and 3rd in the US.
- of Agents: 175
- 135000 calls/ month
Our Approach:
The project was guided by the following set of broadly stated research objectives:
- Utilizing speech analytics solution, create a query to determine the actual number of repeat callers
- Determine a statistically valid sample rate of repeat calls from the query results
- Listen to the results of repeat call query and identify the core repeat call reasons
- Track further interesting elements on these calls and share the insights providing additional value to the client
- List the actionable recommendations based on opportunities identified to improve current situation
Our Solution:
As part of the repeat call study, our team focused on all interactions where customers mentioned calling more than twice and prepared a query for future reference, for the client to easily navigate to such calls within the speech platform.
Many factors were identified which affected the FCR rate which were further tagged and divided into the following three categories:
- Agent advised call-back, due to troubleshooting steps
- Customer decided to call-back, due to lack of information like serial number or product code etc.
- Call dropped in between, Customer had to call-back
It was observed that 27% of the complaints were related to “paper delivery issues” and 18% of the customers were unaware of their “account changes” along with “unclear bills” at 16%.
Results:
In just 3 weeks, the recommendations were prepared on the identified gaps. The consolidated list of identified challenges and recommendations was fed to cost-benefit analysis to generate opportunities for the client to improve their FCR rate. These opportunities cumulatively translated into potential annual revenue improvement of $2M and an overall increase of 30% in the current FCR rate.
