Speech Technology Magazine

Leveraging the Voice of the Customer Pays Off for Voxline

Brazilian contact center business finds NICE solutions are just what it needs.
By Michele Masterson - Posted Nov 10, 2012
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Founded in 2002, Voxline, in Sao Paulo, Brazil, has two call centers with 2,350 agents, who handle 1 million calls annually.

Associated with the main regional institutions for consumer protection in Brazil, the company has a diversified portfolio of clients in many markets, such as pharmaceuticals, telecommunications, fast food, insurance, real estate, and automobiles. The main services it offers are relationship and loyalty programs, sales and back office support, customer service, retention, insurance telesales, collections, research, and quality monitoring.

In the past, the solutions implemented in Voxline's call centers had been focused almost entirely on analyzing agents and their behavior. While this was important, there was also a need to analyze the end customer experience. The company wanted to transform customer complaints and questions expressed during customer interactions into consistent and useful information to create a competitive advantage.

To improve customer satisfaction and operational efficiency, Voxline needed to identify best practices to increase customer retention, detect the root cause of repeated calls and improve first contact resolution, and enhance quality monitoring procedures.

The company also wanted to increase the efficiency and accuracy of its quality management program, which had been based on random listening for agent behavior and process adherence.

Having already implemented NICE Interaction Management to record customer interactions in 2010, a year later, the company decided to add NICE Interaction Analytics–based business solutions for first contact resolution and churn reduction as well as NICE Quality Management, all part of the NICE SmartCenter Suite. The combination of recording, quality monitoring, and multichannel analytics would enable them to gain a comprehensive view of customers' perceptions.

Voxline deployed the NICE Churn Reduction business solution to increase retention by identifying best practices. The solution leverages NICE Interaction Analytics and Real-Time Process Optimization to proactively search voice calls and identify customers at high risk of churning, find the main drivers of customer dissatisfaction, and provide next-best-action guidance and process optimization to influence interactions in real time.

With the information gleaned from this solution, Voxline's training team created electronic training materials for agents to improve their service. As a result, Voxline increased customer retention by 15 percent.

To address the issue of repeat calls, Voxline implemented the NICE First Contact Resolution business solution. Part of NICE SmartCenter Operational Efficiency Solutions, it leverages NICE Interaction Analytics and Real-Time Process Optimization to identify the drivers of repeat contacts across multiple communication channels to take action and resolve customer questions and concerns in a single interaction.

First Contact Resolution helped Voxline identify the root cause of repeat calls. In addition to increasing first contact resolution by 10 percent, Voxline could now show customers the different solutions for improving efficiency by revealing processes and services related to repeat calls, operational issues driving customer dissatisfaction, and the underlying drivers that increased average handle time.

"We have a rule that any type of complaint is investigated and answered, regardless of the Web site where it was reported," says Eduardo Gulanovski, quality manager at Voxline. "The information contained in each interaction is valuable and must be used, either in the process and procedures standardization adjustment or [as] corrective feedback for the contact center operation."

To improve its quality monitoring procedures, Voxline deployed NICE Quality Management, designed to provide businesses of all sizes with powerful capabilities to drive customer satisfaction, improve agent effectiveness, and optimize call center processes. The solution enables performance monitoring and evaluation with end-to-end, key performance indicator–based quality process management and integrated coaching.

NICE Quality Management allows Voxline to select the interactions that are most relevant for improving performance and processes. Evaluators can focus on the agent challenges and processes that have the highest impact on quality scores. The solution helped Voxline increase its quality score by 30 percent.

"NICE Interaction Analytics–based business solutions were essential to the analysis of our customer interactions—allowing us to make actionable plans for products, services, and processes," Gulanovski says.

Voxline also wanted a solution that would be able to support a voice of the customer initiative, with the goal of improving efficiency and increasing satisfaction for a major pharmaceutical client's callers.

New Brazilian regulations regarding consumer reporting of adverse reactions or unclear instructions about the proper use of pharmaceuticals generated a significant increase in calls. Additionally, Voxline wanted to find more effective ways to identify and quickly handle calls related to common, low-value issues, such as missing customer ID cards.

The pharmaceutical company's existing contact center systems did not allow Voxline to tag a call with more than one category, which it required. Some types of calls, such as complaints about locating a participating pharmacy, or locating a drug on the pharmacy shelves, were not categorized at all.

With NICE's Voice of the Customer program with NICE Interaction Analytics, which it implemented in 2011, Voxline could start understanding the detailed characteristics of the company's caller demand, as well as the approaches agents were taking to resolve issues. Voice and screen recording and analysis of agent activities in different situations gave the company a much deeper understanding of best practices. This enabled Voxline's supervisors to design new coaching packages to improve call handling techniques. With analytics and screen playback, Voxline has been able to significantly improve the productivity of its call evaluators, who can now score 48 percent more calls per month.

Voxline has also significantly improved the company's customer service, reduced average handling time by 12 percent, and improved call service levels by 9 percent. With less time spent on low-value calls, Voxline has been able to help its pharmaceutical client increase sales. The company achieved these results even while adding three more hours of agent training per month and eliminating agent overtime.

"We needed a solution that could be deployed immediately, since we cannot compromise the treatment of our client's patients," explains Lucas Mancini, Voxline's CEO. "NICE Interaction Analytics made it possible for us to develop a more proactive approach to the needs of the patients, and adapt quickly to requirements of our pharmaceutical client."

App at a Glance

After implementing NICE Interaction Analytics, Churn Reduction, and First Contact Resolution, Voxline experienced a:

  • 15 percent increase in customer satisfaction;
  • 12 percent reduction in AHT;
  • 10 percent increase in agent evaluation scores;
  • 64 percent reduction in complaints;
  • 48 percent increase in evaluator productivity; and a
  • 9 percent gain in service level.

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