How to Optimize Your Customer Contact Center. AWWA CS/IMtech Conference February 28, 2011 William A. Lloyd, Westin Engineering, Inc.
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1 How to Optimize Your Customer Contact Center AWWA CS/IMtech Conference February 28, 2011 William A. Lloyd, Westin Engineering, Inc.
2 Agenda Contact Center Challenges Best Practices In & Out of Water Utilities Future Trends & Directions Optimization Toolkit Questions & Answers 2
3 Water Research Foundation Project 4100 Optimizing the Water Utility Customer Contact Center 4 Co-Principal Researchers More than 20 Water Utilities Participated Project Advisory Committee Case Studies Funding 3
4 Contact Center Challenges: Current State Reactive Scope limited to billing & customer accounts CSRs have limited visibility of field issues & questions Entry level staff Regarded as a cost, not a potential source of benefit Performance measure is average call time Most transactions by telephone Only available 9am 5pm Many calls a result of inaccurate or estimated bills Wide swings in workload 4
5 Contact Center Challenges: Opportunities Customer self service Multiple communications channels Accurate meter readings Workforce management Remote agents Cross-training Integrated technology systems Only complex calls go to CSRs Quality assurance Root cause analysis More payment options Outsourced technology &/or CSRs Manage call volume Structured training Measure First Call Resolution Predictive auto-dialer Collections options Analytics 5
6 Contact Center Challenges: Why Should You Care? Customers expectations are set by their interactions with other organizations with whom they have accounts Electric, gas, & telephone utilities Credit card companies & banks Your utility s relationship with its customers matters! Rates Competition / Outsourcing / Privatizing Generational turnover Unresolved complaints have a tangible cost Field service visits Repeat calls 6
7 Best Practices: Out of Industry Focus on Technology Self-service options Matching call center staffing with workload Expanding services to customers Reducing call time Workforce Remote agents & Homeshoring Benchmarking & Metrics First call resolution Repeat calls for the same problem 7
8 Best Practices: Technology Customer Information Systems (CIS) Interactive Voice Response (IVR) Automatic Meter Reading (AMR) Online Billing (EBPP) Virtual Hold Workflow Software (route call to most suitable CSR) Knowledge Management & Integration Across Utility Call & Screen Recording with Analytics Outbound Automation Collection Support 8
9 Best Practices: Workforce Recruiting & Selection Training Quality Assurance Forecasting & Scheduling Remote Agents / Homeshoring Contract Call Centers Beyond Entry Level 9
10 Best Practices: Performance Measurement Service Metrics First Call Resolution IVR Metrics Calls per 10,000 Accounts Efficiency Metrics Agent Availability Forecast Accuracy CSRs per 10,000 Accounts Customer Service Cost per Account (Qualserve) Effectiveness Metrics Customer Satisfaction Delinquency Rate 10
11 Future Trends Customer Demographics Older More technologically & politically savvy Utility Workforce Water Conservation Use of GIS, Asset Management, & SCADA Systems AMR becoming AMI Expanded Mobile Telephone Capabilities Paperless Billing & Payment Utility Utility Outsourcing 11
12 How the Customer Contact Center Will Change Relationship with Your Customer Gathering more information & using to improve utility operations More self-service; only talk with a CSR for complex transactions More Highly Trained Customer Contact Center Staff More Technology, Tools, & Information Technology Cost & frequent changes will result in more cloud computing Integration a key to future CSR role Customer Service Relationship to Rest of Utility Quality complaints analyzed for proactive asset management Alert customers to problems & emergencies 12
13 Optimization Toolkit Objective: To provide a tool for water utilities to self-assess their customer contact center, compare performance with industry benchmarks, and develop an improvement plan 1. Self-Assessment Tool Compare how well the customer contact center s tools & practices are aligned with the utility s strategies 13
14 Optimization Toolkit 2. Benchmarking Tool Calculate the customer contact center benchmarks Identify deviations from target values Determine actions for improving performance 3. Improvement Plan Tool Determine which trends will impact your utility Develop an improvement plan for your customer contact center 4. Resource Guide Details in self-assessment, metrics, & benchmarking to support Tools 1, 2, & 3 14
15 Summary A utility s relationship with its customers is important! The Customer Contact Center is the Touch Point Customers expectations are set by their interactions with other organizations with whom they have accounts Improvements have a tangible payback (efficiency) + improved customer satisfaction Focal points for improvements Technology Workforce Performance Measurement 15
16 Contact Information Bill Lloyd Westin Engineering, Inc. Richmond, VA
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