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Case Study:
Contact Centre Digital Transformation

Project Overview

An Australian Large Telecommunications Company wanted to accelerate its digital service transformation by shifting customer contact from Traditional Voice Channels to digital channels such as Web-Chat, Self-Service via App and AI technologies. Central to this ambition was partnering with new Contact Centre Providers that are themselves transforming from Traditional FTE based operators to leveraging new technologies and capabilities to support the digital shift.
circle graph with contact centre digital transformation project overview stats

Objectives

Computer with chat showing digital service experience
Accelerate the Digital Service Experience
Contract icon
Create BPO Contract Flexibility
Chat icon showing voice to digital contact shift
Shift from Voice to Digital Contact
5-star rating showing improved customer experience
Significantly Improve Customer Experience

Challenges

Dollar sign High Operational Costs
High Operational Costs
(6000+ Contact Centre Agents)
High operational costs driven by legacy contact center set-up. Customer contacts largely driven by expensive Voice contact channel requiring significant Agent FTE to support.
Document Inflexible BPO Contracts
Inflexible BPO Contracts​
Outdated vendor contracts where Vendor performance can not be rewarded or penalized via volume shifts.


​

Graph Sub-Optimal Planning Practices
Sub-Optimal Workforce Planning Practices​
Inability to quickly shift volumes across channels (e.g. from Voice to Chat).




​

Downward Arrow Graph Poor Alignment of BPO Parnters
Poor Alignment of
​BPO Partners​
Existing Vendor Partners business model still wedded to Traditional Contact Centre Operations and not aligned to Digital Shift.

​ 

Solutions


​Defined the client Digital Service Experience Strategy
 
​ 
Designed and Led the Contact Centre Transformation Tender from initiation through to award
 
​ 

Designed and implemented a program Governance framework across Optus and selected BPO Partners to manage the transition of 2000+ Contact Centre and Back-Office Agents
Designed and implemented a highly effective knowledge transfer process from incumbent BPO to new BPO Partners to embed quality controls and reduce CX impacts​ 

Results

Dollar sign High Operational Costs
Aligned Contact Centre
​with Service Strategy​
​
Dollar sign High Operational Costs
Reduced Traditional
​Contact Types To Digital Interactions & Self Serve
Dollar sign High Operational Costs
Reduced Vendor Rates
​(Driven by highly effective tender)
 
Dollar sign High Operational Costs
Increased NPS and
​Customer Experience
​

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