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Call Center to Contact Center

Learn about the transformation of United Way's 2-1-1 Contact Center to strategically leverage technology, improve service delivery, and empower the community through e-services and remote staffing.

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Call Center to Contact Center

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  1. Call Center to Contact Center

  2. Contact Center Organizational Chart Donna Stone Buchanan Chief Operating Officer Donna Burnham Vice President 2-1-1 Contact Center Trainer/Team Manager Operational/ Team Manager Database Manager Community Resources Manager Outreach Marketing Manager Special Projects Manager Quality Assurance Manager Contact Center Agents (24) Database Coordinator Specialist (1) Senior Specialist (2) Quality Control Agent

  3. United Way of Greater Atlanta 2-1-1 Contact Center Celebrating 17 Years of Service

  4. What is a Contact Center? • A Contact Center is a central point in an enterprise from which all customer contacts are managed

  5. Next Steps… • Goal: Educate and Empower the community • Business Case: Who, What, When, Where, Why & How? • Cross Functional Team: A representative from each internal division and a member from the 2-1-1 Advisory Committee • Stats: Callers demographics • ACD Messaging, Agents Scripts, Social Media, Technology, Real Time Info, Marketing Efforts, Quality, Follow-up Remote and Staffing

  6. Why the change? • Utilizing technology to empower those in need • More effective way to engage millenniums • 2-1-1’s database is a valuable “RESOURCE HUB” for local and statewide services • Information is accessible in a variety of ways

  7. How? • E-Services: LIVE Chat, Text and Emailing Referrals, Emails • Technology: QR Code, 2-1-1 App, Show me • Real Time Information: Improve communication with agencies • Welcome/Hold Messaging: Platform used to educate & empower callers • Agents Closing Script: Method used to educate & empower callers • Agent Monitoring: Changed from a team approach to only one individual (Quality Manager) • Follow-up: Changed from a volunteer approach to creating a Quality Control Agent position

  8. Continue… • Marketing Efforts: Logo, 2-1-1 brochure, E-Newsletters and Library Campaign • Social Media: Facebook, Pinterest, Google+, Twitter, YouTube • Staffing: Increased remote capabilities, Changed performance indicators • Quality: (Customer Satisfaction Surveys) - IVR (Interactive Voice Response) that captures callers’ feedback immediately after each call - Web Survey - Chat Survey

  9. What are the benefits? • Additional points of connectivity to the community • Increased staff productivity: LIVE chat allows communication with multiple customers at the same time • Enhanced communication with our disabled population through text, email referrals and Live Chat • Promoting online capabilities increases exposure and awareness of all aspects of United Way   • 2-1-1 remains relevant

  10. Just take a listen to a satisfied Caller…

  11. 2-1-1’s Story Board

  12. How has the change affected 2-1-1’s volume? • Web service stats have doubled • Chats have continued to climb • E-mail requests have continued to climb • While traditional call volume is slightly down, our overall contact volume has increased

  13. Traditional vs. E- Services Contacts

  14. How Do E-services Affect Our Metrics? • Average Speed of Answer: (ASA) – To maintain an average wait time of less than 2 minutes before a call is answered • Service Level: To answer calls 80% of the time in 90 seconds or less • Average Handled Time: (AHT) To maintain an average talk time of 5 minutes and 30 seconds • Customer Service Satisfaction: To rate a 95% or higher. E-service users are invited to customer service survey. • Agent Monitoring Scores: To achieve 92% or higher monthly. Chat transcripts are monitored.

  15. E-Service Requires, Metrics, Policy and Procedures Updates: • Chat Policy – Who chats?, How many Chats?, Chat schedule, Chat hours, Chat Schedule: • Chat Metrics – AHT, ASA – consider as next contact in queue • E-mail Policy – Who responds? How to respond?(templates) • E-mail Metrics – ASA - consider as next contact in queue. • E-Referral Delivery Policy – email vs text

  16. Change to E–Services Affects Information Delivery How often were agents frustrated when the caller did not have pen and paper or did not write down referrals? E-services allows: • E-mailing and texting of referrals • Reduces handle time • Reduces repeat callers • Gives caller permanent record of referral. • E- referral delivery policy specifies what information is required to be given when texting or e-mailing referrals.

  17. Conversion to a Contact Center includes taking advantage of all new technologies. Consider Remote Staffing: • Improves Attendance • Improves Punctuality • Improves Agent Morale • Rewards high performing agents • Improves staff availability for extra or overtime hours….

  18. Improves Disaster Response: • Increased service continuity during localized “disaster” events and outages • Agents always available on call • Agents dispersed throughout service area • Agents isolated during epidemic or pandemic Example - Recent Atlanta winter weather

  19. Atlanta Ice Storm February 2014

  20. Atlanta Winter Storm Pax

  21. Remote Agent DispersionGreater Atlanta Service Area 211

  22. Considerations In Remote Scheduling: • Remote policy? • Who is remote? • Required work environment? • Home visits • What to do during loss of connection? • Disaster response requirements • Schedule flexibility during spikes, low staffing, disasters • Maintain open communication – cell phone on hand • Readjust some performance requirements • Example: punctuality • How often on-site? • Ensure on-site time for on-going training • Depends in part on philosophical considerations of your agency? Live United? • Technology? • What internet provider? • What internet speed? • Is Agent location susceptible to outages? • Who pays cost?

  23. Customer Service Satisfaction Results – CallsJanuary – April 2014 Q1 – Did you receive the information you requested? Q2 – Were you satisfied with your hold time?

  24. Customer Service Satisfaction Results – CallsJanuary – April 2014 (cont.) Q3 – Was your experience with the representative a positive one?

  25. Customer Service Satisfaction Results – WebJanuary – April 2014 Were you able to find the service you were looking for today? Have you visited the 2-1-1 website before?

  26. Customer Service Satisfaction Results – WebJanuary – April 2014 (cont.) On a scale of 1 to 5 with 1 being poor and 5 being excellent, how would you rate the overall quality of the 2-1-1 website? How did you hear about the 2-1-1 website

  27. Customer Service Satisfaction Results – WebJanuary – April 2014 (cont.) Please describe your gender and age: Female Please describe your gender and age: Male

  28. Customer Service Satisfaction Results – WebJanuary – April 2014 (cont.) Which of the following best describes the nature of your search? Would you likely use this website again for future needs?

  29. Customer Service Satisfaction Results – Live ChatJanuary – April 2014 Did you receive the information you needed? Overall, were you satisfied with your chat response time?

  30. Customer Service Satisfaction Results – Live ChatJanuary – April 2014 (cont.) Was the Referral Specialist helpful?

  31. FOR QUESTIONS OR FOLLOW-UP: Donna Burnham Vice President United Way 211 of Greater Atlanta 404- 614 – 2906 dburnham@unitedwayatlanta.org Don Zubler Operations/Team manager United Way 211 of Greater Atlanta 404- 614 – 1017 dzubler@unitedwayatlanta.org THANK YOU FOR VISITING OUR CONTACT CENTER!

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