VODAFONE SPAIN CASEVODAFONE SPAIN CASEOlga García PelayoAugust 2006

SUMMARY

• VODAFONE SPAIN CASE INTRODUCTION

• CONTINUOUS IMPROVEMENT PROCESS

• RESULTS OBTAINED

• CONCLUSIONS

VODAFONE SPAIN CASE INTRODUCTION

STEPS TAKEN

DTMFDTMFASR IVRASR IVR

Natural dialoguesNatural dialogues

Since DTMFSince DTMF......

AUTOMATED SERVICES NOWADAYS

• Promotions and marketing campaigns• Pricing plan managements• Bank account change• Duplicate bills• International call unblocking and use of some international

services• Voice mail• Missed calls• PUK codes• Credit limits• Loyalty points program• Other Vodafone Spain services...

BEGINNING...

DTMFDTMF

3G IVR3G IVR

ASR IVRASR IVR

Natural dialogues

Natural dialogues

Since DTMFSince DTMF......

... To the new 3G IVR... To the new 3G IVR

173173

Mobile Web Application

Mobile Web Application

VIDEO IVRVIDEO IVR

MAIN CHARACTERISTICS

1. 1800 ports

2. An average of 250.000 calls/day with peaks of up to

330.000 calls during promotional campaigns

3. 62% of the calls are completely managed within the IVR

4. 11.500.000 clients using the IVR

5. 88% of clients using the IVR / total Vodafone clients

6. Over 850.000 on-line transactions

7. Simple and proactive dialogues and completed

management options

CONTINUOUS IMPROVEMENT PROCESS

HOW CAN WE MAKE THE CUSTOMER BE THE QUALITY BASE?...

IMPROVEMENTS DEFINITION

PROCESS

ANALYSIS

PROCESS INDICATORS

... Bearing in mind customer satisfaction as the main indicator of all continuous improvement processes

HOW MUST WE MEASURE OUR PROCESS?

• Quickly

• Continuously

• Not bothersome

• With a cheap system

• With a flexible system

• Keeping a statistic

representative sample

1 hour after their call to the CSC

95% 96% 93%89%

Easy Quick Notbothering

Will repeatthe survey

13.000 successful surveys/day

Applying to calls managed by an agent

Applying to calls managed by IVR

Applying to customers who have problems

Applying to web channel users

CUSTOMER SERVICE SURVEY PROCESSF

AS

E I

FA

SE

II

IVR

CRM

IVR SURVEY(1 hour after their call to

the CSC)

SURVEY FILTER

CAN WE EXECUTE THE

SURVEY?

NO

YES

DID WE ASK THEM

BEFORE?

Obtain PUK code28568526

1 hour passes

CRM

AUDIO EXAMPLE

MENU OPTIONS ANALYSIS

% Resolution % Satisfaction % Use

A2

PIN

/PU

K

Vo

ice

ma

il

Cre

dit

lim

it

SM

S &

MM

S

Bil

lin

g

Lo

st

ca

lls

Inte

rna

tio

na

l c

all

s

Pro

mo

tio

ns

Pri

cin

g p

lan

s

Qta

l

Total Options Average

For example, we decided to focus on Promotions because this service had high call volumes and lower resolution and satisfaction values than average

LISTENING OUR CUSTOMERS

The IVR team reviews the answers and what

the customer responded in the IVR menu, and

completes this information listening to samples

of calls in this IVR menu.

Finally after the analysis the IVR team make

changes on the IVR menu based on this.

% Resolution % Satisfaction % Use

REACHED RESULTS

IVR-ASR MANAGED CALLS

Nº

Ca

lls (

tho

us

an

ds

)

0%

10%

20%

30%

40%

50%

60%

70%

% M

an

ag

ed

AS

R-I

VR

Nº Calls

% Managed ASR-IVR

8 M

4 M3.3 M

We can see in the graph the prepaid customer satisfaction for clients who finished their call on the IVR-ASR in relation to clients whose queries were solved by an agent.For example, at week 3 IVR-ASR obtained better satisfaction results than via agent, a 16%.

IVR SATISFACTION RESULTS

% calculated in relation to Agent satisfaction

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

43 44 45 46 47 48 49 50 51 52 53 1 2 3

IVR 123 Prepaidsatisfaction

Polinómica (IVR123 Prepaidsatisfaction)

Week

% Sat.

Agent satisfaction

CONCLUSIONS

IVR is an adequate measuring tool

Listening to Customers

CONCLUSIONS

Technology works!! But the

real key is to design good

dialogues.

Learning lessons

MEASURE

PROPERLY