A customer-centric eCommerce business ensures that 95% of calls answered in less than 10 seconds while ensuring 30% higher agent efficiency
Overview
Big Basket has achieved milestones that very few start-ups have. Their almost maniacal approach towards customer satisfaction led it to become India’s most successful eCommerce business within seven short years. Here is the story of how their call center fit into this customer-centric model, spurring high customer loyalty and growth.
Challenge
Big Basket had four main goals they wanted to achieve. Firstly, they wanted to ensure that every customer call is answered by a human voice within seconds. Secondly, they wanted to make use of data gathered during every call. Thirdly, they wanted to ensure that regular customers and/or complainants do not have to wait in the queue when they call the contact center And finally they wanted to optimize agent productivity.
Solution
Using data to ensure better service
Big Basket used dynamic call prioritization to bump important calls up the queue
Ozonetel’s CRM integration capabilities ensured that whenever a customer called, the agent would automatically see all relevant information so that the customer need not repeat or give them details of their previous purchases or complaints. This accelerated Average Handle Time from 5 minutes to 3.5 minutes per call, and ensured far higher CSAT.
Ensured faster responses
Shortened IVR and used skill prioritization to make sure every call is answered by a human voice within ten seconds
Optimized agent productivity
Ozonetel created a custom dashboard for floor managers to manage a large number of call agents. Any agent who had unusually high idle times would automatically get bumped up to the top of the monitoring dashboard, so the floor manager could help sort out any problems that might have caused this lag.
Key Benefits
- More than 95 percent of calls answered within 10 seconds; 99.67 percent of VIP calls answered in less than 10 seconds
- Average Handle time down from 4 to 5 minutes to less than 3 minutes per call
- Nearly 70 percent agent productivity, an industry-best
- Scaled up from 7-8 agents in 2011 to 700 agents today, on the same platform
