Client Situation
Our client is India’s first mobile network operator, commencing its operations in 1995. It was a private player & was one of the largest in the Indian Telecom industry. The client was experiencing high churn rates coupled with a decrease in customer satisfaction due to subpar customer service utilities. The client wanted to increase consumer satisfaction by enhancing their customer services, which would ideally also decrease their churn rates.
Cedar’s Approach
Cedar was mandated to redesign the Telecom company’s processes with an end-to-end strategy to improve customer service to help reduce churn rates & increase consumer satisfaction. The following activities were carried out by the Cedar team:
- Detailed internal analysis of the client and external analysis of the market, competition, and all relevant secondary research
- One-on-one interviews with key members of the company management teams to allow articulation of their interpretation of the vision, financials, customer, internal process, and organizational objectives of the enterprise
- Integration of all information into BSCS to avoid duplication of entry & longer processing time during subscriber activation
- Secondary research collection and validation
- Integration of the internal assessment, secondary research, and one-on-one interview inputs to develop a summarized analysis of the objectives
Outcome
Following were the benefits which the client faced post-implementation of the Cedar recommended strategies:
- Customer and dealer friendly approaches were suggested
- The swift activation process resulted in a significantly improved consumer database
- The creation of IVR & specialist teams led to highly improved customer satisfaction and customer accessibility
- Using filter parameters enhanced the customer service framework initially drawn out by the client
- Faxed documents were facing inefficiency during the sales activation & verification process. Hence, Cedar recommended that the client commit to activation within 24 hours on original documents only
- Simplification of documents and removal of redundancies in incomplete information capture for the CRF acceptance & validation processes
- The bill payment cycle was too short & led to customer hassles. Thus Cedar suggested that the bill payment cycle be increased by ten days & the outstanding list be filtered by subscriber category