Come analizzare e impiegare le
best practices di confronto
Dall’esperienza del Global Contact Center
Benchmarking Report
Roberto Fasiani
CIS & IPC Line of Business Manager
Dimension Data Italia
Agenda
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Dimension Data
Contact Center Development Model
CIS
Contact Center Benchmarking Report 2006
Contact Center Benchmarking Survey 2007
Dimension Data
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Dimension Data è un fornitore specializzato di servizi e soluzioni IT che aiuta i
clienti nella pianificazione, realizzazione ed evoluzione delle infrastrutture IT
– Fondata nel 1983
– 8,600 dipendenti (Novembre 2005)
– Attiva in più di 30 paesi su cinque continenti
– Revenue 2005 superiore ai $2.7 billion
– Quotata al Primary Stock Exchange di Londra
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Dimension Data fornisce servizi e soluzioni IT con l’obiettivo di aiutare le aziende
nella:
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Riduzione dei costi
Incremento dei ricavi
Gestione dei rischi
Dimension Data Italia
– Fondata nel 2000
– 100 dipendenti
– 3 sedi: Milano, Roma, Padova
Contact Center Development Model
Chi sei e dove puoi andare
Un modello di sviluppo
Stadio di sviluppo strategico
Ottimizato
To Be
Integrato
Coordinato
di Base
As Is
Stadio di sviluppo operativo
Competency Review
Operational
Strategic
1
Management
1
Customer Management
2
People
2
Customer Experience
3
Process
3
Business Integration
4
Technology
4
Architecture
5
Information
5
Customer Knowledge
6
Reporting
6
Strategic Value
Principali trend e sviluppi
• Primary focus on operational development with strategic
development lagging
• Contact centres mostly focused on customer service with
sales and marketing potential unrealised
• Business and technical architectures lacking the integration
required to “act as one”
• Lack of investment in people (and their skills) who are the
face of the organisation and core to the brand
• Cost reduction initiatives implemented without measuring the
service delivery and productivity consequences
Stadio di maturità delle esigenze
Development
Growth
Shakeout
Outsourcing
Interaction
CRM
Self-Service
IP Architected
Contact Centres
Workforce Optimisation
Maturity
Contact
Centre
Infrastructure
Decline
CIS
Customer Interactive Solutions
Le soluzioni
Contact Center
Integration
Integrazione dei canali di comunicazione di un contact center
Integrazione del contac center con i sistemi di back-office associati
IP
Architectures
Soluzioni che traggono vantaggio dalle tecnologie di convergenza IP per
realizzare nel contact center reti unificate per voce e dati
Interaction
Management
Gestione dei contatti tramite i diversi canali di comunicazione per ottenere
una “single view” dell’organizzazione e dei clienti
Self-Service
Soluzioni interattive automatiche per la fornitura di servizi self-service
attraverso tecnologie di speech-processing e web portal
Workforce
Optimisation
Ottimizzazione della produttività e miglioramento delle prestazioni delle
risorse di un contact center per mezzo di metodologie di quality
management, workforce management e information management
Solutions Vendors Strategy
CONTACT
CENTRE
INTEGRATION
SELF-SERVICE
INTERACTION
MANAGEMENT
WORKFORCE
OPTIMISATION
OPERATIONS
(*)
Perchè Dimension Data
• Dimension Data facilita oltre 6 miliardi di interazioni/anno
utente/azienda attraverso i contact center e le soluzioni selfservice che implementa per i suoi clienti.
• Dimension Data ha progettato, integrato e costruito più di
400 contact center nel mondo, fornendo servizi di gestione e
manutenzione per il 50% di questi.
• Dimension Data – attraverso Merchants e i suoi offici –
disegna, costruisce e avvia contact center da oltre 25 anni.
Contact Center Benchmarking Report 2006
Best practices, problematiche e
possibili scenari
Contents of the Report
Sample Specifications
Strategy and Development
Financial Rationale and Management
Customer Knowledge and Management
Performance Measures and Metrics
Processes and Procedures
Organisation
Technology Environment
Industry representation
Domanda: What industry are you in? [n = 333]
Industry Segment
Number of Contact Centres
% of Contact Centres
Automotive and Manufacturing
10
3
Business Services
32
10
Consumer Goods and Retail
27
8
Financial Services
97
29
Government and Education
24
7
Healthcare and Pharmaceuticals
18
5
Media and Entertainment
10
3
Service Providers and Telecommunications
38
11
Technology
37
11
Travel and Transportation
35
11
Utilities and Energy
5
2
Average size of contact centre
Domanda: How many contact centre seats are there in the contact centre you are
completing this survey for?
[Average number of seats per contact centre|n = 349]
266
225
149
97
1997
2003
2004
2005
Fundamental KPIs
2005
Overall
2006
Overall
Change
Customer Satisfaction (%, measured for the contact centre)
83%
82%
-1%
First Contact Resolution Rate (% calls resolved first time)
71%
83%
+12%
Agent Utilisation (% talk time)
57%
59%
+2%
Staff Attrition (% annual agent turnover)
23%
21%
-2%
Staff Absenteeism (% annual agent absenteeism)
8%
11%
+3%
Abandoned Call Rate (% calls abandoned)
13%
12%
-1%
Speed to Answer (% calls answered in 10 seconds)
71%
70%
-1%
9  26
26  68
+17  +42
20
50
+30
Cost per Productive Hour (average USD range across regions)
Cost per Productive Hour (overall average USD)
Reporting lines
Domanda: Which of the following most accurately describes the level of person that
the senior manager within the contact centre reports to?
[Percentage of contact centres|n = 239]
Chief executive officer / managing director (25% )
Functional director (e.g. customer services, marketing
or sales director) (34% )
Functional manager (e.g. customer services,
marketing or sales manager) (18% )
Other director (e.g. departmental or divisional) (11% )
Other manager (departmental or divisional) (10% )
Other (2% )
Cost per seat
Domanda:What is the average cost per seat (per month) in your contact centre both
fully-loaded and without agent costs?
[Average cost per seat (US Dollars)|n = 124]
7.200
Overall
2.600
9.700
North America
1.100
8.400
Asia-Pacific
2.800
8.200
Europe/UK
3.500
3.700
Africa/Middle East
1.500
Without agent costs
Fully loaded cost
Reasons to outsource / not to outsource
Domanda:If applicable, what was the main reason for your choice to outsource or not
to outsource?
[Percentage of contact centres | n = 173]
34
Potential cost savings
9
To outsource
Strategic decision to outsource all non core functions
8
Service improvement
7
Lack of in-house expertise
5
Greater cost control
4
Ongoing access to best practice knowledge/infrastructure
Don’t know
16
18
Other
46
Not to outsource
Function perceived as core to the business
16
Insufficient cost savings
14
Risks factor too great
11
Potential damage to brand
4
4
Lack of capability of potential service providers
Retrenchment/Union issues
Don’t know
Other
1
5
Industry trends
Domanda: Which of the following contact centre industry trends are the top three
affecting your contact centre? [Percentage of contact centres | n = 247]
39
39
Use of self-services channels
37
Process optimisation
46
19
Voice and data Convergence (use of converged IP technology)
12
19
Rationalisation and consolidation
37
18
19
Customer Lifetime Value (CLTV) management
Increasing privacy and personal information guidelines and legislation
Outsourcing
12
0
11
0
9
Migration (moving contact centres to offshore or near-shore locations)
Consumption and utility-based technology usage
Other
14
5
9
5
4
2004
2005
Use of speech technologies
Domanda: Do you use, plan to use or plan to upgrade the following speech
technologies in your contact centre? [Percentage of contact centres | n = 263]
Speech recognition
Text-to-speech
Voice
1
authentication/verification
31
4
17
10
8
Currently use
Plan to install (use) within next 12 months
Resolution rates
Domanda: With respect to call resolution, please indicate, where applicable, the relevant
percentage of calls resolved during the past 12 months [Percentage of calls | n = 164]
Overall
73
Asia-Pacific
10
17
77
13
10
Europe/UK
74
8
18
North America
74
8
18
Africa/Middle East
68
11
Business Services
79
Govt/Education/Health
77
Travel/Transport
76
Service Providers/Telcos
74
Manufacturing/Products
74
Financial Services
63
Utilities/Energy
63
% Calls unresolved or requiring further manual action
9
12
10
6
8
13
18
18
6
73
Technology/Media
% Calls resolved by initial agent
21
20
8
20
19
18
35
% Calls escalated and resolved within call centre
2
Response times
Overall
Europe/
UK
Africa/
Middle East
AsiaPacific
North
America
Time to resolve calls not resolved in the first call within the
call centre (hours)
3
1
6
3
2
Time to resolve calls not resolved in the first call outside of
the call centre (hours)
9
4
17
9
4
Lapsed time from customer leaving a message to first
attempt to re-contact (hours)
8
9
16
2
2
Lapsed time from customer leaving a message to
successfully re-contact (hours)
10
9
23
2
2
23
25
19
28
11
Lapsed time from when first received by mail room to reply
to physical correspondence (hours)
55
65
42
50
13
Lapsed time from when first received by contact centre to
reply to physical correspondence (hours)
37
35
36
43
13
Time to resolve calls
Time to reply to messages
Time to reply to emails
Lapsed time to reply to email (hours)
Time to dispatch a reply to physical correspondence
Use of IP and TDM Technology Infrastructure
Domanda:Do you use, plan to use, or plan to upgrade, the following infrastructure in
your contact centre? [Percentage of contact centres | n = 238]
Dialler
Plan to install
50
Currently use
Voice/call recording
23
Plan to install
18
33
Currently use
Hybrid PBX/AC
27
11
13
47
33
24
12
19
31
43
10
Plan to install 0 10
Currently use
PBX
33
39
63
Currently use
ACD
20
33
39
Currently use
Plan to install
38
62
Plan to install
IVR
33
Plan to install
Currently use
74
57
10
11 0
59
TDM - based
49
TDM-IP Hybrid
2
IP - based
Telephone number strategies: single number
Domanda: Do you have a single telephone number for the contact centre or different
numbers for different customers / types of requirement?
[Percentage of contact centres]
2005 (n=299)
36
2004 (n=131)
2003 (n=188)
27
22
Risultati importanti
• Generali
– Il contact center riporta sempre più spesso alla direzione
– La customer satisfaction è sempre più importante e la
tecnologia è uno dei fattori per incrementarla
• Tecnologici
– Self service sempre più importante: speech recognition!
– Single number
• Organizzativi
– Sempre più outsourcing ma difficoltà a valutare
oggettivamente
– Trascurata la gestione efficiente del personale, che è 2/3
del costo
Contact Center Benchmarking Survey 2007
Finalmente in Italiano!
Perchè partecipare, come fare?
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Perchè…
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È un’occasione professionalmente unica per confrontarsi con il mercato.
Significa fare il punto di dove si è e di dove si vuole andare.
Quest’anno finalmente l’intero questionario è disponibile in Italiano!
Vi permette di ricevere in esclusiva l’Executive Summary 2007 della ricerca (Ottobre
2006).
– Vi pemette di acquistare il Report 2007 con uno sconto (per gli associati CMMC lo
sconto è ancora maggiore).
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Come fare…
– Per ricevere il questionario è sufficente:
• Richiederne copia cartacea presso il nostro desk (previa iscrizione)
• Richiederne copia elettronica (via e-mail) presso il nostro desk (previa iscrizione)
• Richiederne copia direttamente dal nostro sito web all’indirizzo
http://www.dimensiondata.com/it/ItalianEditionofGCCBenchmarkingSurvey2007.htm
• Richiedere un incontro con CMMC e Dimension Data per lavorarci insieme!
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Tra coloro che riconsegneranno il questionario compilato entro il 21 agosto sarà
estratto il vincitore di un iPod Nano.