Come analizzare e impiegare le best practices di confronto

Dall’esperienza del Global Contact Center Benchmarking Report

-Roberto Fasiani

CIS & IPC Line of Business ManagerDimension Data Italia

Agenda

• Dimension Data• Contact Center Development Model• CIS• Contact Center Benchmarking Report 2006• Contact Center Benchmarking Survey 2007

Dimension Data

• Dimension Data è un fornitore specializzato di servizi e soluzioni IT che aiuta i clienti nella pianificazione, realizzazione ed evoluzione delle infrastrutture IT

– Fondata nel 1983– 8,600 dipendenti (Novembre 2005)– Attiva in più di 30 paesi su cinque continenti– Revenue 2005 superiore ai $2.7 billion– Quotata al Primary Stock Exchange di Londra

• Dimension Data fornisce servizi e soluzioni IT con l’obiettivo di aiutare le aziende nella:

– Riduzione dei costi– Incremento dei ricavi– Gestione dei rischi

• Dimension Data Italia– Fondata nel 2000– 100 dipendenti– 3 sedi: Milano, Roma, Padova

Contact Center Development Model

Chi sei e dove puoi andare

Un modello di sviluppo

OttimizatoOttimizato

IntegratoIntegrato

CoordinatoCoordinato

di Basedi Base

Stadio di sviluppo operativo

Sta

dio

di s

vilu

pp

o s

trat

egic

o

As Is

To Be

Operational Strategic

Competency Review

Management

People

Process

Technology

Information

Reporting

Customer Management1

Customer Experience2

Business Integration3

Architecture4

Customer Knowledge5

Strategic Value6

1

2

3

4

5

6

Principali trend e sviluppi

• Primary focus on operational development with strategic development lagging

• Contact centres mostly focused on customer service with sales and marketing potential unrealised

• Business and technical architectures lacking the integration required to “act as one”

• Lack of investment in people (and their skills) who are the face of the organisation and core to the brand

• Cost reduction initiatives implemented without measuring the service delivery and productivity consequences

Stadio di maturità delle esigenze

DeclineMaturityShakeoutGrowthDevelopment

Workforce Optimisation

IP ArchitectedContact Centres

InteractionCRM

Outsourcing

ContactCentreInfrastructure

Self-Service

CIS

Customer Interactive Solutions

Le soluzioni

Gestione dei contatti tramite i diversi canali di comunicazione per ottenere una “single view” dell’organizzazione e dei clienti

Integrazione dei canali di comunicazione di un contact center

Integrazione del contac center con i sistemi di back-office associati

Soluzioni interattive automatiche per la fornitura di servizi self-service attraverso tecnologie di speech-processing e web portal

Ottimizzazione della produttività e miglioramento delle prestazioni delle risorse di un contact center per mezzo di metodologie di quality management, workforce management e information management

Soluzioni che traggono vantaggio dalle tecnologie di convergenza IP per realizzare nel contact center reti unificate per voce e dati

Interaction Management

Contact CenterIntegration

Self-Service

Workforce Optimisation

IP Architectures

Solutions Vendors Strategy

SELF-SERVICE

CONTACTCENTRE

INTEGRATION

INTERACTIONMANAGEMENT

WORKFORCEOPTIMISATION

OPERATIONS

(*)

Perchè Dimension Data

• Dimension Data facilita oltre 6 miliardi di interazioni/anno utente/azienda attraverso i contact center e le soluzioni self-service che implementa per i suoi clienti.

• Dimension Data ha progettato, integrato e costruito più di 400 contact center nel mondo, fornendo servizi di gestione e manutenzione per il 50% di questi.

• Dimension Data – attraverso Merchants e i suoi offici –disegna, costruisce e avvia contact center da oltre 25 anni.

Contact Center Benchmarking Report 2006

Best practices, problematiche e possibili scenari

Contents of the Report

Sample Specifications

Strategy and Development

Financial Rationale and Management

Customer Knowledge and Management

Performance Measures and Metrics

Processes and Procedures

Organisation

Technology Environment

Industry representation

Domanda: What industry are you in? [n = 333]

Industry Segment Number of Contact Centres % of Contact Centres

Automotive and Manufacturing 10 3

Business Services 32 10

Consumer Goods and Retail 27 8

Financial Services 97 29

Government and Education 24 7

Healthcare and Pharmaceuticals 18 5

Media and Entertainment 10 3

Service Providers and Telecommunications 38 11

Technology 37 11

Travel and Transportation 35 11

Utilities and Energy 5 2

Average size of contact centre

Domanda: How many contact centre seats are there in the contact centre you are completing this survey for?

[Average number of seats per contact centre|n = 349]

97

149

225

266

1997 2003 2004 2005

Fundamental KPIs

Customer Satisfaction (%, measured for the contact centre)

First Contact Resolution Rate (% calls resolved first time)

Agent Utilisation (% talk time)

Staff Attrition (% annual agent turnover)

Staff Absenteeism (% annual agent absenteeism)

Abandoned Call Rate (% calls abandoned)

Speed to Answer (% calls answered in 10 seconds)

83%

71%

57%

23%

8%

13%

71%

Cost per Productive Hour (average USD range across regions) 9 26

2005Overall

82%

83%

59%

21%

11%

12%

70%

26 68

2006Overall

-1%

+12%

+2%

-2%

+3%

-1%

-1%

+17 +42

Change

Cost per Productive Hour (overall average USD) 20 50 +30

Reporting lines

Domanda: Which of the following most accurately describes the level of person that the senior manager within the contact centre reports to?

[Percentage of contact centres|n = 239]

Chief executive officer / managing director (25%)

Functional director (e.g. customer services, marketingor sales director) (34%)

Functional manager (e.g. customer services,marketing or sales manager) (18%)

Other director (e.g. departmental or divisional) (11%)

Other manager (departmental or divisional) (10%)

Other (2%)

Cost per seat

Domanda:What is the average cost per seat (per month) in your contact centre both fully-loaded and without agent costs?

[Average cost per seat (US Dollars)|n = 124]

1.500

3.500

2.800

1.100

2.600

3.700

8.200

8.400

9.700

7.200

Africa/Middle East

Europe/UK

Asia-Pacific

North America

Overall

Without agent costs Fully loaded cost

Reasons to outsource / not to outsource

Domanda:If applicable, what was the main reason for your choice to outsource or not to outsource?

[Percentage of contact centres | n = 173]

5

1

4

4

11

14

16

46

18

16

4

5

7

8

9

34

Other

Don’t know

Retrenchment/Union issues

Lack of capability of potential service providers

Potential damage to brand

Risks factor too great

Insufficient cost savings

Function perceived as core to the business

Other

Don’t know

Ongoing access to best practice knowledge/infrastructure

Greater cost control

Lack of in-house expertise

Service improvement

Strategic decision to outsource all non core functions

Potential cost savings

To

ou

tso

urc

eN

ot

to o

uts

ou

rce

Industry trends

Domanda: Which of the following contact centre industry trends are the top three affecting your contact centre? [Percentage of contact centres | n = 247]

4

9

14

0

0

19

37

12

46

39

5

5

9

11

12

18

19

19

37

39

Other

Consumption and utility-based technology usage

Migration (moving contact centres to offshore or near-shore locations)

Outsourcing

Increasing privacy and personal information guidelines and legislation

Customer Lifetime Value (CLTV) management

Rationalisation and consolidation

Voice and data Convergence (use of converged IP technology)

Process optimisation

Use of self-services channels

2004 2005

Use of speech technologies

Domanda: Do you use, plan to use or plan to upgrade the following speech technologies in your contact centre? [Percentage of contact centres | n = 263]

1

4

31

8

10

17

Voiceauthentication/verification

Text-to-speech

Speech recognition

Currently use Plan to install (use) within next 12 months

Resolution rates

Domanda: With respect to call resolution, please indicate, where applicable, the relevant percentage of calls resolved during the past 12 months [Percentage of calls | n = 164]

63

63

73

74

74

76

77

79

68

74

74

77

73

35

19

8

6

8

6

10

9

11

8

8

13

10

2

18

20

20

18

18

13

12

21

18

18

10

17

Utilities/Energy

Technology/Media

Financial Services

Manufacturing/Products

Service Providers/Telcos

Travel/Transport

Govt/Education/Health

Business Services

Africa/Middle East

North America

Europe/UK

Asia-Pacific

Overall

% Calls resolved by initial agent % Calls escalated and resolved within call centre

% Calls unresolved or requiring further manual action

Response times

  OverallEurope/

UKAfrica/

Middle EastAsia-

PacificNorth

America

Time to resolve calls  

Time to resolve calls not resolved in the first call within the call centre (hours)

3 1 6 3 2

Time to resolve calls not resolved in the first call outside of the call centre (hours)

9 4 17 9 4

Time to reply to messages

Lapsed time from customer leaving a message to first attempt to re-contact (hours)

8 9 16 2 2

Lapsed time from customer leaving a message to successfully re-contact (hours)

10 9 23 2 2

Time to reply to emails

Lapsed time to reply to email (hours) 23 25 19 28 11

Time to dispatch a reply to physical correspondence

Lapsed time from when first received by mail room to reply to physical correspondence (hours)

55 65 42 50 13

Lapsed time from when first received by contact centre to reply to physical correspondence (hours)

37 35 36 43 13

Use of IP and TDM Technology Infrastructure

Domanda:Do you use, plan to use, or plan to upgrade, the following infrastructure in your contact centre? [Percentage of contact centres | n = 238]

59

11

74

0

31

11

63

39

62

33

23

50

49

0

57

0

43

13

24

27

39

33

18

33

2

0

10

10

10

19

12

33

47

33

20

38

Currently use

Plan to install

Currently use

Plan to install

Currently use

Plan to install

Currently use

Plan to install

Currently use

Plan to install

Currently use

Plan to install

TDM - based TDM-IP Hybrid IP - based

Dialler

Voice/call recording

IVR

Hybrid PBX/AC

ACD

PBX

Telephone number strategies: single number

Domanda: Do you have a single telephone number for the contact centre or different numbers for different customers / types of requirement?

[Percentage of contact centres]

22

27

36

2003 (n=188)

2004 (n=131)

2005 (n=299)

Risultati importanti

• Generali– Il contact center riporta sempre più spesso alla direzione– La customer satisfaction è sempre più importante e la

tecnologia è uno dei fattori per incrementarla

• Tecnologici– Self service sempre più importante: speech recognition!– Single number

• Organizzativi– Sempre più outsourcing ma difficoltà a valutare oggettivamente– Trascurata la gestione efficiente del personale, che è 2/3 del

costo

Contact Center Benchmarking Survey 2007

Finalmente in Italiano!

Perchè partecipare, come fare?

• Perchè…– È un’occasione professionalmente unica per confrontarsi con il mercato.– Significa fare il punto di dove si è e di dove si vuole andare.– Quest’anno finalmente l’intero questionario è disponibile in Italiano!– Vi permette di ricevere in esclusiva l’Executive Summary 2007 della ricerca (Ottobre

2006).– Vi pemette di acquistare il Report 2007 con uno sconto (per gli associati CMMC lo

sconto è ancora maggiore).

• Come fare…– Per ricevere il questionario è sufficente:

• Richiederne copia cartacea presso il nostro desk (previa iscrizione)• Richiederne copia elettronica (via e-mail) presso il nostro desk (previa iscrizione)• Richiederne copia direttamente dal nostro sito web all’indirizzo

http://www.dimensiondata.com/it/ItalianEditionofGCCBenchmarkingSurvey2007.htm• Richiedere un incontro con CMMC e Dimension Data per lavorarci insieme!

• Tra coloro che riconsegneranno il questionario compilato entro il 21 agosto sarà estratto il vincitore di un iPod Nano.