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case study
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PDF Version: 57 KB
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CRM and BPO
Client Background
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Client Profile:
A NASDAQ and LSE listed European internet based travel company
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Offshore centre's services:
Customer service, telemarketing, inbound sales and reservations, accounts payable, reconciliation
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Channels:
Inbound and outbound voice, e-mail, citrix
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Client location:
UK and Europe
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The Company is one of the leading travel companies in Europe with both
internet based and voice based operations. The Company sells
airline tickets, hotel rooms, car rentals, holiday packages and
insurance. The Company operates in several West European countries
with the UK being the largest operation.
Support Analysis
The Company’s European operations were based on both the internet
as well as call centre voice based operations. The
company was keen to reduce its costs
of transactions, customer support (both voice and email) and
to increase its conversion of customer's visiting the web site
or calling its call centres. The company which was doubling
sales annually required a scalable solution which would improve
its operating leverage.
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The Offshore Centre solution
The Company setup an offshore service centre in India with 250
seats. Operations and quality control practices at the offshore
centre in India were to be fully compliant with the existing
call centres in the UK and Ireland.
Some of the salient points during the implementation phase included:
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Stringent focus on high quality recruitment and training
especially blending technical and selling skills with
rigorous operations and quality control processes.
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Performance metrics/ incentives were aligned with the
objective of maximizing sales per call (conversion).
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Setting up of complete technology infrastructure.
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Results
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Program Performance:
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Per FTE cost reduced in excess of 50%
Cost savings of the order of $1.5m per quarter.
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Initially the entire email, webchat was relocated to India.
Thereafter tele sales and accounting functions including Payable
reconciliations for BSP (“Air”) and Land product (Hotels and Car
Hire) as well as Bank reconciliations were migrated. Purchase
ledger was also planned for migration. In order to facilitate
this process a migration team was sent initially to the UK for
familiarization with the company’s culture. Thereafter key trainers
in each area were sent to India. The centre was able to meet
service level metrics within 8 to 10 weeks. The entire project
including selection of land for the offshore centre, obtaining
of licenses, construction and pre-opening staffing and training
took about 15 months.
The Company was able to reduce its fully loaded costs per FTE
per hour in excess of 50%. Currently cost savings are of the
order of $1.5m per quarter. The centre opened with 200 staff and
has increased staffing at the contact centre to 350.
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Come to us for cost reductions, stay for quality!
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