Industry Research : Du Launches First Report on Customer Satisfaction
Emirates Integrated Telecommunications Company, popularly known as du, on Wednesday launched first quarterly report on customer service to demonstrate improvements and ensure transparency in customer service channels.
The telecom provider’s contact centres in the UAE, India, Egypt and Jordan achieved customer satisfaction of 90 per cent from internal scores in fourth quarter of 2011. It also achieved 86 per cent satisfaction by mystery callers while handling 3,638,800 calls during the quarter.
The Dubai-listed company recorded 100 per cent customer satisfaction in terms of handling 153,201 ‘trouble tickets’, 85,049 e-mails and 5,163 enquiries through social media in fourth quarter of 2011.
"The customer service report will be a regular feature and it will include more indicators and details to ensure transparency in customer service," Farid Faraidooni, chief commercial officer, du, told Khaleej Times on the sideline of a media briefing in Dubai on Wednesday.
He said the report is first of its kind launched by any telecom service provider in the UAE and it will elevate the level of service. "We accord top priority to customer satisfaction and this report will help achieve higher efficiencies through du contact centres’ e-mails, directory inquiries and social media channels."
Faraidooni said du contact centres are operating with improved processes and on-going staff training continues to increase speed and efficiency.
"The contact centres displayed an average waiting time of 13 seconds in fourth quarter. The first call resolution stands at 72 per cent for the consumer segment while third party mystery caller matrix posted an 86 per cent customer satisfaction score."
"Although, the company’s customer base increased, we managed to provide better experience by reducing customer wait time to reach out contact centre and were able to answer 85 per cent of calls in 20 seconds," he said.
He said du contact centres have multi-language system to address the customers’ problems. According to customers’ preference, English with 29 per cent of total received calls remained the most popular language. It followed by Hindi (21 per cent), Bengali (20 per cent), Arabic (18 per cent) and Malayalam (12 per cent). However, Arabic is preferred language (68 per cent) for directory inquiries followed by English (29 per cent) and Hindi three per cent.
"The multi-language centres reflect the diversity of cultures in the UAE," he said.
Faraidooni said du answered 241,572 e-mails in 2011 including the 85,049 e-mails in fourth quarter. As per break-up, du received 170,512 enterprise e-mails — 71,658 fixed services and 98,854 mobile services — last year. It also received 71,060 consumer e-mails — 32,458 fixed services and 38,602 mobile services — in 2011 compared to 126,326 consumer emails in 2010.
Faraidooni said du social media channels on Twitter and Facebook received a total of 3,860 interactions in fourth quarter of last ear. Of 3,163 Tweets received, 2,000 were customer service-related, as were 41 of Facebook’s 697 fan comments.
"The majority of social media queries were resolved within two hours. Three-quarter of interactions were regarding mobile inquiries," he said adding that the company is taking social media very seriously amid considering its growing popularity among the telecom subscribers.
Fulfillment, trouble tickets
In fourth quarter of 2011, the telecom company received 16,892 requested for enterprise service activations, 89 per cent of which were fulfilled within two days, with 92 per cent being completed within seven days. However, the company received 65,137 requests during the entire year.
"For consumer service activation requests, of the 17,820 received in fourth quarter, du processed 99 per cent within two days, and 100 per cent within seven days," he said adding that about 76,260 requests were received in 2011.
Posted by Veronica Silva Cusi, news correspondent
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