90% Faster Speed to Answer, 8% More Sales Conversion: Transforming a Low-Cost Airline's Call Center

Challenges.

This publicly traded airline (1,800 employees, $1 billion market cap) desired a complete contact center evaluation and recommendations to:

• Increase Sales Conversions: Drive higher conversion rates from customer interactions.
• Streamline Operations: Improve existing contact center processes for enhanced efficiency.
• Embrace Automation: Implement automation solutions to streamline tasks and free up human resources.

Solution.

• Coforge implemented a multi-phased solution to transform the client's contact center operations:
• Process Deep Dive: Initiated with in-depth process mapping, application review, and stakeholder analysis across all locations.
• Risk Assessment: Identified potential risks and mitigation strategies to ensure a smooth transition.
• Transformation Roadmap: Developed a comprehensive roadmap outlining key initiatives and implementation steps.
• Prioritization Through Data: Prioritized process improvement based on detailed activity mapping, data analysis, and MIS review.
• Enabling Change Management: Facilitated the transition by addressing change management concerns and establishing new workflows.
• Compliance & Controls: Reviewed current controls and compliance measures, ensuring adherence throughout the process.
• Baseline Validation: Established key metrics to measure improvement post-implementation.
• Solution Selection & Design: Identified and implemented optimal solutions, including:
• Process re-engineering and automation
• Common workflow & document management system
• Full automation of MIS, audit trails, and duplicate checks
• Benefit Analysis: Quantified the expected benefits of each proposed solution.
• "To-Be" Process Design: Developed future-state processes and an implementation roadmap.
• RPA Integration: Implemented Robotic Process Automation (RPA) to automate repetitive tasks.
• KPIs & Success Measurement: Established clear KPIs to measure overall contact center performance.

The impact.

The project yielded remarkable results:

• Increased Sales: Sales conversions jumped from 27% to 35%, demonstrating improved conversion effectiveness.
• Faster Service: Average speed to answer (ASA) improved by 90%, leading to a more responsive experience.
• Reduced Abandonment: Abandoned call rates dropped significantly, going from 18% to 5%.
• Enhanced Efficiency: Reduced wrap-up time as a percentage of total handle time from 30% to 10%, improving overall efficiency.
• Optimized Utilization: Increased agent utilization from 76% to 80%, maximizing resource allocation.
• Shift Optimization: Improved scheduling methodologies to optimize the number of required shifts.
• Training Effectiveness: Introduced mechanisms to evaluate training effectiveness, ensuring continuous improvement.