OA Europe-based mobile telecommunications provider with the second largest subscriber base of over 20
million in Pakistan was looking for significant improvements in customer service and cost management
to cater to the phenomenal growth of its GSM business in the country.
1. Business Need
To provide high quality customer care to a 20 million-plus subscriber base growing at 150% annually
Key Challenges
• Existing back-office facilities for customer care demands had reached maximum capacity and thus service levels were severely effected
• The business requirement was to reduce operational expenses in the back-office while keeping competitive rates
• Cost per inbound-service call needed to be reduced
• Deliver measurable improvements in service quality
• Simplify and streamline operations processes in the back-office to improve efficiency
• Increase revenues from service and support programs whilst maintaining brand image
• Increase overall customer satisfaction ratings to improve customer retention
3. Results
Our work resulted in significant benefits in both operational and business value for the client.
Business value
• Provided an immediate solution to allow the back-office to effectively scale-up to support 150% growth in the business
• Extended the customer care strategy to cater to market demands to increase scale rapidly
• Improved rating on Customer Satisfaction Index resulting in higher brand equity and customer retention
• Savings in both back-office operations and management costs – cost per call was reduced by approximately 25%
Operational value
• Achieved accuracy targets and service-levels of 70% within 6 months of go-live against previous service-levels of approximately 30% prior to outsourcing
• Accuracy for First Call Resolution are at 83%
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