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First-Class Service at 30,000 Feet and Below
Case Study:CONTINENTAL AIRLINES
Andre HarrisDirector, Reservations Training and Quality AssuranceContinental [email protected]
Continental ProfileContinental Profile
Fly to Win Fund the Future
Make Reliabilitya Reality
Working Together
““No Cash,No Cash,No Future”No Future”
OperationsOperations PeoplePeopleProductProductRevenueRevenue
THE GO FORWARD PLANTHE GO FORWARD PLAN
Contact CentersContact Centers
Three Domestic and 18 Int’l Contact Centers
2,500+ Agent Workstations
4,600+ Reservations Agents
60 Million+ calls annually, including airline
reservations, frequent flyer program and third
party customers
Annual Call Volume: 55,000,000
VRU / SRU: 7,000,000
Average Handle Time: 280 Seconds
Inbound Toll-Free Traffic: 95%
Inbound Calls Handled by More than One Center: 83%
Call VolumeCall Volume
Domestic
Executive Desk
Rates
Customer Care
Wholesale
Hearing-Impaired
Government
FAA
International
OP Service Center
Elite
Rewards
Foreign Language
Grandeur
Chairman’s Circle
Groups
Support
Spanish
Electronic Service
Partner
Prepaids
Military
Oxygen
MeetingWorks
Call FunctionsCall Functions
885 Employees (600 FTE’s)
General Sales, International, OnePass Partners, ePass & Support
6AM – 12AM Local
Salt Lake City ReservationsSalt Lake City Reservations
1153 Employees (794.5 FTE’s)
General Sales, International, Queues, Service Recovery & Support
24 Hours
Tampa ReservationsTampa Reservations
North Houston CenterNorth Houston CenterNorth Houston Center
2,604 Employees (1,882 FTE’s)
General Sales, International, Groups, MeetingWorks,
Support, Electronic Support Desk, Foreign Language, etc.
24 Hours
Product Provider Areas of Installation
ACD Rockwell
Spectrum
All Centers
PBX Lucent G3 North Houston
Intelligent Call Router Cisco All Centers
Toll Free Sprint, AT&T All Centers
Voice/Speech Response
Units
Innervoice /
Nortel
Tampa/North Houston
E-mail Management Firepond
Technology Infrastructure - VOICETechnology Infrastructure - VOICE
Product Provider Areas of Installation
Workforce
Management
Aspect version 5.0 All Centers
CTI Concerto All Centers
(screen pop)
Predictive Dialer Concerto Tampa
EZR (GUI) CO Technology All Centers
Call Monitoring Witness Systems
eQuality Balance
All Centers
Technology Infrastructure - DATATechnology Infrastructure - DATA
DeskTopsWIN XP
WIN NT
ServersWIN 2000
WIN NT
Routers / Switches 3Com / Cisco
Database Structure SQL
Application Development VB6 C++ .net
Access to Application
LAN / WAN
Terminal Server (in
development / testing)
Technology InfrastructureTechnology Infrastructure
Customer Service
Measure What’s Important to the Customer
Key Customer Drivers
Train, Reinforce and Expect Superior Customer
Service
Customer ServiceCustomer Service
Newsflash: Customers don’t care if we say, “Thanks for Calling Continental.”
So… we don’t measure it!
No More “Absolutes.”
Results-Oriented and Big Picture Strategies.
• Honor Individual Styles that Achieve Positive Results.
No Scripting.
• Promote Best Practices & Success Secrets from Best Agents.
Measure What’s Important to Measure What’s Important to CustomersCustomers
“What do customers value? We asked them!”
Before we spent $ on our product or made changes to our quality and training programs, we asked our customers what they value…
Customer Focus Groups & Interviews.
Our definition of FIRST CLASS SERVICE is simple… it’s the Customer’s!
Ask Your CustomersAsk Your Customers
Customers want to speak with CSR’s that will:
1. Provide Accurate Information
2. Understand Needs
3. Answer Promptly
4. Provide Friendly and Courteous Service
5. Provide Assistance with Finding “The Best Deals”
6. Provide Efficient Service
7. Be Responsive
Key Customer DriversKey Customer Drivers
New-Hire Training Revamped to Include Key Customer Drivers
Created New Training Programs, “Sellebration” and “Ex$ellence”
Recurrent Training = 4 Hours per Agent, per Month
Training @ ContinentalTraining @ Continental
Measuring the Measuring the Right ThingsRight Things
“What gets measured and rewarded,
gets done.”
-Gordon BethuneContinental Airlines Chairman & CEO
Customer Service
Sales Bookings per Hour eTicket %
Production Calls per Hour
Quality Rating / Customer Feedback
Key Result AreasKey Result Areas
Above Target 1 Coaching Session X 3 Calls/month
On Target 1 Coaching Session X 5 Calls/month
Below Target 2 Coaching Sessions X 5 Calls/month
Probationary 2 Coaching Sessions X 5 Calls/month
Agent Status & Quality Agent Status & Quality Monitoring FrequencyMonitoring Frequency
1990 = 65 Questions / Attributes
• A World of “Absolutes” & Micromanaging
1995 = 34 Questions / Attributes
• Scripting, Robo-Res & Mixed Messages
2000 - Present = 14 Attributes
• Balance Customer Service, Sales & Production
• Big Picture / Results-Oriented
The Evolution of Quality The Evolution of Quality MonitoringMonitoring
Provides and Documents Accurate Information
Provides Courteous Service
Provides Appropriate Options or Solutions
Uses Customer Care Guidelines to Resolve Problems
Satisfies DOT & CustomerFirst Commitments
Customer Mishandling
Customer Service AttributesCustomer Service Attributes
It’s all or nothing; partial information or 99% of the information is not good enough.This “attribute” replaced 16 questions on a previous call evaluation form.
1. Quoted Minimum 2 Flight Schedules
2. Advised Complete Fare Rules
3. Documented Fare Rules
4. Advised Correct Policies & Procedures
5. Documented Correct Ticket-Time-Limit
6. Documented Correct Credit Card #
7. Documented Correct Billing Address
8. Documented Correct Phone Number
9. Recapped Itinerary
10. Assigned Seats
11. Documented Special Service Requests
12. Booked / Rebooked Flights Correctly
13. Advised Correct Travel Documents
14. Documented Travel Documents
15. Documented Citizenship
16. Documented Correct OnePass Number
Example: Accurate InformationExample: Accurate Information
It’s all or nothing; partial information or 99% of the information is not good enough.This “attribute” replaced 16 questions on a previous call evaluation form.
1. Quoted Minimum 2 Flight Schedules
2. Advised Complete Fare Rules
3. Documented Fare Rules
4. Advised Correct Policies & Procedures
5. Documented Correct Ticket-Time-Limit
6. Documented Correct Credit Card #
7. Documented Correct Billing Address
8. Documented Correct Phone Number
9. Recapped Itinerary
10. Assigned Seats
11. Documented Special Service Requests
12. Booked / Rebooked Flights Correctly
13. Advised Correct Travel Documents
14. Documented Travel Documents
15. Documented Citizenship
16. Documented Correct OnePass Number
Example: Accurate InformationExample: Accurate Information
Asks for the Sale
Offers eTicket
Offers Alternatives to Overcome Objections
Offers Special Promotions
SalesSales
Remains Focused on the Business Purpose of the Call
Research Using Available Tools and Resources before contacting Customer Service Manager
Best Possible Navigation of Computer System
Identifies Customer Needs
Guides the Call in a Logical Manner
ProductionProduction
ResultsResults
Happy Employees = Happy Customers
Results & ROI
Quality As A Qualifier
Reward Excellent Customer Service
Results & RewardsResults & Rewards
Fortune’s 100 Best Companies to Work for – 6 consecutive years!
Awarded Call Center of the Year 2003 by Call Center Magazine!
Less than 5% Annual Turnover!
Happy Employees =Happy Employees =Happy Customers!Happy Customers!
1. Sales• Reservations Revenue increased 17% vs.
15% YOY• 24% increase YOY in “car transfers”• Named Avis & Hertz Transfer Partner of Year
2002
2. Quality Assurance• 10% jump in average Quality Scores YOY • 50% increase YOY in calls evaluated• 29% increase YOY in Coaching time
Results & ROIResults & ROI
3. 3. Productivity
• 1 to 32 Team Leader to Agent Ratio 4. Customer Service / Productivity
• Reduced Calls to Support Desk from 5.8% - 4.8% YOY (2001 vs. 2002)
• Ended 2003 with 3.8%
• $0 in DOT/CustomerFirst Fines in 2001-2003
Results & ROIResults & ROI
0%8%
92%
1 2 3
What is the number 1 KeyDriver from Our Customers?
1. Courteous Service
2. Efficient Service
3. Accurate Information
92%
4% 4%
1 2 3
How many questions are on the current call monitoring form?
1. 14
2. 18
3. 22
63%
25%
13%
1 2 3
How many calls are evaluated in a month for a Below Target employee?
1. 35
2. 10
3. 15
11% 11%
79%
1 2 3
How many years has Continental been awarded a “Best Company to Work for?”
1. 4
2. 5
3. 6
11%
75%
14%
1 2 3
What quality monitoring tool does Continental use?
1. Tape Recorders
2. Witness Systems
3. Nice
Questions?