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Case Studies : British Airways Global Consumer Relations Program Takes Off with Astute Solutions

#contactcenterworld, @astutesolutions

As a premier global airline, British Airways (BA) travels to 216 destinations across 94 countries, serving over 36 million people a year. In 2003, BA launched a global customer relations initiative aimed at overhauling its technology infrastructure and service processes (baggage, compensation, etc.). Astute Solutions’ ePowerCenter consumer interaction management solution was selected to accomplish BA’s expansive objectives.

The solution delivered the functionality that today fuels BA’s uncompromising service. It enabled a total view of the customer, enhanced information gathering and reporting, and significantly streamlined processes, thus playing a key role in improving BA’s service quality and effectiveness across all customer touchpoints.

The airline industry has many distinct challenges. Competition, regulation and fuel prices are examples of the uncontrollable external pressures in aviation. Many of these variables have the potential to impact the passenger experience. Yet, in the airline business, like most consumer-oriented businesses, service quality is the main brand differentiator. Understanding this reality and desiring to differentiate the BA passenger experience, British Airways partnered with Astute Solutions to overhaul and optimize its customer service recovery process and systems.



Situation

Flying 36 million passengers annually to over 216 destinations, British Airways is the United Kingdom’s largest international scheduled airline. Customer service is at the heart of BA, and the airline takes pride in providing passengers with a world-class service experience.

Inevitably, there are occasions when service standards are compromised.To mitigate passenger dissatisfaction in these situations, BA has a network of customer relations offices, responding to passenger communications through channels such as phone, mail, email and fax. In 2003, BA completed a review of its operations across customer relations and identified a number of key issues and opportunities:

  • The existing processes were complicated and lengthy

  • Multiple customer databases were being created across the airline

  • It was not possible to report on company-wide service failures

BA’s challenges were further complicated by its non-integrated collection of technologies. For example, the company was using two separate and heavily modified applications in the UK and US, and had no formal systems in place at some of its other locations. Without an integrated view of customer interactions, BA had limited control over the effectiveness of its service recovery activities. This led to excessive customer relations expenditures due to:

  • Less efficient case handling and compensation processing

  • Multiple/duplicate claims for the same incident

  • An increase in goodwill abuse


Objectives

These findings led to a series of initiatives with the following objectives:

  • To create a single, global customer service platform connecting all customer relations sites and 350+ service representatives

  • Improve the speed and lower the cost of service recovery, by increasing operational performance and productivity

  • Provide timely and relevant feedback to the company, and become aware of service problems immediately

  • Increase operational performance and productivity

  • Improve passenger compensation procedures across 145 airport locations

Following a rigorous vendor evaluation process, BA chose ePowerCenter from Astute Solutions to help achieve these objectives. "Astute had the technology we were looking for, but their experience in our industry and organizational commitment to their customers’ success was of equal importance to us," said British Airways Global Customer Relations Manager, Richard Stabbins. "We needed to have confidence that the company we selected could successfully handle a global implementation. We had that confidence with Astute."


Solution

Astute Solutions met BA’s aggressive implementation schedule, rolling out the ePowerCenter solution across key locations within nine months. An entirely web-based application, ePowerCenter was deployed as a unified solution, running as a single application on a single, global database.

ePowerCenter replaced 11 non-integrated systems and is currently being used in more than 25 countries. The reduction in technology platforms helped BA reduce its total cost of ownership, while enabling better cost management across the organization.

The solution was designed to deliver excellent responsiveness across BA’s global wide area network (WAN). Even during peak load times with more than 230 agents processing cases concurrently, there is no degradation in performance. By capturing customer issues across all communication methods, ePowerCenter provided BA with a global view of all customer interactions and service issues at a granular level. In addition, ePowerCenter enabled BA to work with external and existing legacy information systems. Through a web-services interface, ePowerCenter was integrated with reservation systems, baggage tracking and operational customer databases, giving service representatives a complete view of customer information in real time.


Phase Two

Upon completion of the ePowerCenter case and issue tracking implementation, the next step was to add and develop a passenger compensation solution for use across the BA airport network. On the occasions when a passenger’s bag is lost or onward flight connection is missed, the airline is required to offer cash to cover the passenger’s out of pocket expenses. In partnership with Travelex, Astute developed a compensation solution that fully integrated with ePowerCenter platform, extending it from the contact centers out to BA’s airport operations.

Known for its currency services, Travelex is one of the world’s foremost issuers of pre-paid debit cards. Once issued by an airline representative, a passenger can use the card to obtain cash at an ATM or to make purchases at any point of sale.

Utilizing multiple currencies (Pounds, U.S. Dollars and Euro), the solution enables ATM cards to be activated and funds loaded in real time. Simultaneously a record of the transaction is created in ePowerCenter. The new compensation service is currently offered at over 110 airport locations, and when fully deployed, will be available at more than 140 airport locations around the world.

The impact of Astute’s work was felt immediately, as British Airways Head Global Customer Relations, Frances Taylor, explains: "Astute’s solution was the backbone of our program. We expected it to significantly impact efficiency, customer recovery and continuous improvement on a global scale. And it did. Today, the ePowerCenter solution enables our service representatives to quickly resolve customer issues, enhance recovery and continually improve our ability to measure and act on what our customers are saying. It is vital to our continuous improvement program."


Results

The British Airways strategy to improve service recovery was contingent on its ability to provide fast, efficient, and effective interactions. Astute’s solution delivered on BA’s objectives and enabled the following:

  • A unified, highly scalable solution now handles over one million interactions per year for BA - replacing its numerous, non-integrated systems

  • Claims and other complex customerrelations processes that sometimes took weeks to complete are now simplified and reduced to one hour or less - an efficiency gain exceeding 1000%

  • In place of a lengthy, manual process, BA airport teams can now issue compensation to customers on the spot when needed via a compensation card. The card is ready for use at thousands of ATM or Point of Sale (POS) locations worldwide, greatly enhancing the recovery process

  • Service quality greatly improved through the automation of workflow between departments and regions

  • BA now has the agility to allocate resources where they are needed most because it has real-time visibility into passenger experiences

  • Because ePowerCenter’s enhanced data collection and reporting capabilities provide the entire organization with an in-depth view of the passenger experience, BA can now enhance its product offering based on better information

Together, these organizations are enhancing service for millions of passengers around the world while raising the bar on what constitutes truly enhancing the customer experience.

#contactcenterworld, @astutesolutions


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Today's Tip of the Day - What Type Of Relationship Do You Want?

Read today's tip or listen to it on podcast.

Published: Monday, February 27, 2017

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2024 Buyers Guide Outsourced Contact Center Services

Page: 12
1.) 
Premium Listing
Ec3

Retention Outsource Services
Ec3 is an recognized boutique outsourcer based in Durban, South Africa. Focusing on client retentions, reactivations and cross-sales Ec3 has set the standard in outsourcingwith emphasis on guarding client data through rigorous systems and checks and balances.
Neutral English accents and only GMT+2 time zone means campaigns can be easily implemented worldwide. For quality standards, highest conversions and data integrity Ec3 has become the de facto standard for customer retentions through outbound voice, AVM and webchat.

2.) 
Premium Listing
Omnie Integrated Services

Omnie is driven by a mission to make premier customer service and leading technologies available to organizations of all sizes. Omnie’s North American-based brand ambassadors support voice, SMS, email, contact form, live chat and social media. For digital communications, Omnie offers both live chat and automated customer support, 24 hours/day. With clients in the United States, Canada, and Europe, Omnie provides customer service to brands all verticals including eCommerce, health & wellness and hospitality, tech, and travel.


3.) 
ABSI, LLC

ABSI is a Global Outsourced Contact Center Provider. We are headquartered in Nashville, TN where we maintain a network of 1000 Work-at-Home Agents. Our Brick and Mortar Corporate center can seat another 200 agents upon demand. We also offer Contact Center Services in Mexico (2 locations) and Nairobi, Kenya. Our agents are all fluent in English and we can also support Spanish, French and Arabic languages. Whether your need is Inbound/Outbound Voice, Text, Chat, Email or Social Media Management we can provide the customized solution you need. Lets discuss your unique needs and let you show you what we can do.

4.) 
AssisTT

Contact Center Services
End to end Contact Center Services provided in Turkey, including call center infrastructure and experience solutions.

5.) 
Bespoke International Group

Business Process Outsourcing
Bespoke International Group specialise in delivering Global Business Solutions that consistently create an outstanding customer experience

6.) 
Comvendo

Inbound, Outbound, Backoffice

7.) 
Connecta Center

- Prospecting, commercial appointments
- Collection
- Surveys
- Customer Care
- Technical Support

8.) 
ContactWorks

We specialize in all aspects of customer contact services:
• Customer Service
• Technical Support
• Employee Help Desk
• Customer Acquisition / Retention
• Order Processing / Administration
• Quality Monitoring
• Consulting

9.) 
Eckoh

Contact Centre Services
Our agents can supplement your existing contact centre by providing help with taking Secure Payment, donation requests, overflow and out-of-hours calls, IVR support, Web Chat and Social Media responses. We ensure your customer card data is completely secure, thanks to our PCI DSS compliant environment.

Unified Agent Desktop solution brings together disparate solutions into one user-friendly interface. It improves efficiency and enhances both the agent and customer experience.

10.) 
EMS

EMS provides a complete offering of customer support services:
Inbound/Outbound Abilities
Email/Text Solutions
Interactive Voice Response (IVR)
FAQ/Knowledge Base Maintenance
Live Chat
Preemptive Chat
Web Call Back/Co-Browsing Services
Social Networking
Forum Monitoring
Foreign Languages

Methods of communication and support can vary widely for each unique program. Different goals need to be addressed with different customer support strategies. Many of our clients take advantage of multiple support strategies to provide superior service for their end-users.

11.) 
Gatestone & Co.

Customer Contact Center and Business Process Outsourcing (BPO) Solutions.
Since 1978, Gatestone & Co. has been providing Customer Contact Center and Business Process Outsourcing (BPO) solutions to a variety of markets globally.

We offer fully-integrated multilingual Contact Center facilities operating 24/7 x 365, located in North America, Latin America and Asia. We have made tremendous investment in our technologies and process innovations to ensure all the right business outcomes while elevating customer satisfaction and brand loyalty.

12.) 
InfoCision

Over nearly 4 decades, InfoCision’s passion for performance and proven results have driven an evolution to become much more than a contact center. Leverage our contact center resources, or we can help your internal center become more efficient and effective.

We are interaction experts committed to delivering superior customer experience and KPIs, while simultaneously reducing overhead, increasing return on investment, saving time, and minimizing risk. Our people and technology help your brand thrive with 24-7-365 support (phone, chat, email, text, social media monitoring etc.), Level 1 PCI compliance, and a complete, customizable suite of enhancements for internal customer care organizat...
(read more)

13.) 
Invensis

Finance and Accounting Outsourcing Services

14.) 
Liveware Labs

Liveware Labs is an outsourcing company that builds outsourced teams in the Philippines to reduce operational costs and increase efficiency for companies.

We help you build your full-time, dedicated team in the Philippines, taking care of everything on the ground, while you retain full control of your team, including KPIs, quality, workflow and productivity. So not only do you enjoy significant cost savings (up to 70%), but you still get employees who work just for you, in your business, working towards your business-specific goals.

Further to this, we specialise in the travel industry. We have a deep passion for travel as our people are experienced, travel enthusiasts. That is why we...
(read more)

15.) 
MetroCall

MetroCall is a Contact Center located in Uruguay, with international presence, providing customized solutions and following the trends and needs of users

16.) 
OpsTalent

Multilingual Customer Support 24/7/365
Award-winning BPO providing multilingual customer service and technical support solutions.

With our people-first culture, we provide the teams your company needs to succeed and grow. Let OpsTalent do the hard work for you.

Our mission is your happy customer.

17.) 
Outcess

CONTACT CENTER OUTSOURCING
OUTCESS SOLUTIONS NIGERIA LIMITED is an integrated customer engagement and business process outsourcing company. We deliver innovative digital and cloud solutions that empower and optimize the performance of people, teams, and organizations.
We are a 100% wholly Nigerian owned venture and believe in the talent of our people in our over 17 years of operations serving the likes of MTN, Airtel, 9Mobile, Multichoice, Total, Mantrac, Nigeria Immigration Service, Nigeria Communications Commission, Guaranty Trust Bank, Fidelity Bank, Sterling Bank, Branch, Avon Medical Centre, AIICO Multishield insurance, Custodian and Allied Insurance, NTEL, Smile etc.
We currently operate a 1200-seat, 24/7, 365...
(read more)

18.) 
Peak Support

Customer Service That Scales With You

We take customer service, technical support, and back office tasks off your hands so you can avoid the expensive and unnecessary costs of hiring a full-time support team. With Peak Support, new agents can be added in as little as one week! Your customers will get the exceptional service they deserve, while you get to focus on what you do best

19.) 
Vads

One Stop Solutions for Contact Center
VADS Indonesia provides a contact center as a whole, both fully outsourced and managed services with various channels according to client needs. Provide inbound and outbound contact centers.
- Inbound contact centers such as Customer Service, Walk-In Center, and Service Desk
- Outbound contact centers such as Telesales, Telemarketing, Telesurvey, Teleretention, Telereminder, and Telecollection.

20.) 
Pusula Call Center

Pusula CC is a professional communication center that started its journey in 2011 with the vision of offering uninterrupted service, managerial efficiency, creating a unique customer experience.
With its experienced human resources, up-to-date technological infrastructure and innovative business models, it provides services to its customers and business partners beyond expectations.
Pusula CC, whose foundations were laid in 2009, has been operating in the human resource and communication sector since 2011 with its experience, know-how, tailor-made solution suggestions and professional management staff, and takes care to keep the quality of employment at the highest level. It is among the l...
(read more)
 
Page: 12

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