BPO Division of NTT Case Study

As an industry leader in networks, data centers, cloud, security and managed services, as well as an innovator in private 5G, NTT serves 65% of the Fortune Global 500 and more than 75% of the Fortune Global 100 companies. As a part of the company’s cloud-connected customer experience (CX) and business process outsourcing (BPO) division, NTT is using CallMiner’s conversation intelligence platform to understand its clients’ omnichannel Voice of the Customer (VoC) and provide agents with data-based coaching and training to improve CX. By analyzing 100% of customer interactions, the team has improved quality assurance (QA) efficiency and process adherence, while delivering the strategic analysis clients need to drive business improvements.

Challenges

Manual QA reviews led to a lack of VoC insights

The BPO division of NTT is constantly looking for better ways to deliver data driven VoC insights to clients. However, in the past, manual QA reviewers only listened to a fraction of calls, making it difficult for the team to fully understand areas of improvement. Beyond the contact center experience alone, many clients wanted to tap into VoC insights to understand how customers react to marketing campaigns, new product launches, sales offers and more.

“We received lots of questions from clients that were really hard to answer,” said Aixa Aldana, Program Manager, BPO division of NTT. “Our QA teams had to go through many calls in a cumbersome manner to be able to answer questions around VoC, competitive insights, or ascertain ways to enhance client products, services or campaigns. The sample size from QA was too small to provide any meaningful insights.”

The BPO division of NTT also knew that their clients’ customers weren’t just providing feedback through contact center channels. They were leveraging digital channels and social media to deliver the answers their clients needed, so embracing an omnichannel customer listening strategy was imperative.

Inaccurate disposition codes prevented progress

In addition to VoC insights, the BPO division of NTT wanted a better way to understand agents’ progress to conduct more accurate coaching and training. The team relied on agents to provide post-call disposition codes. These codes were never accurate enough — agents were either selecting the top codes they saw or only grouped their feedback into a select few categories. This type of input either skewed the data or led to incomplete data for analysis.

The inaccuracy of these codes made it difficult for managers and supervisors to provide regular, meaningful feedback to improve performance and drive process adherence for compliance. Agents rarely received in-the-moment, practical feedback they could apply to their day-to-day jobs.

Solution

Analyzing 100% of customer insights with CallMiner

The BPO division of NTT selected CallMiner to analyze 100% of customer interactions, view trend reports based on categories, and take a data-driven approach to agent coaching. The team configured categories in the system around VoC, sales analytics and retention, based on client needs. With CallMiner, the team can now parse omnichannel feedback, including feedback from social media channels, to give their clients a deeper understanding of customers.

“CallMiner is a market leader when it comes to improving CX,” said Daphnee Lysius-Dicette, Senior Product Manager, BPO division of NTT. “We now have the data, skills and expertise to drive the insights our clients need, make informed decisions, and effectively coach our team.”

Depending on the client, the BPO division of NTT can use CallMiner across a variety of use cases, including visibility into sales effectiveness, traditional contact center KPIs such as customer satisfaction scores (CSAT) and average handle times (AHTs), and deeper product insights to create product roadmaps. With CallMiner, the BPO division of NTT can configure reports to focus on specific insights from customer conversations, regardless of the channels from which they originate.

“Rather than waiting a week and a half for feedback, agents now get more frequent interactions with managers and supervisors. Our supervisors also use CallMiner’s AI for near real-time or daily feedback on their agent’s performance,” said Lysius-Dicette. “Supervisors love CallMiner because they can either review specific calls or look at overall trends, and provide agents with direct, data-driven feedback.”

Results

Delivering enhanced analytics to clients, while improving employee experience

As a managed service provider, it’s critical for the BPO division of NTT to deliver higher level insights to clients – driving more informed decisions with data, versus gut instinct or intuition.

“Whether we’re analyzing agent QA or monthly trend insights, we now have better data to make decisions for coaching our staff or providing clients with sound recommendations,” said Lysius-Dicette. “When it comes to customer sentiment and VoC, we find that our clients can understand their customers better. They can now see the pain points and breakthroughs when they have a new strategy or campaign, gain information on how to adjust and enhance customer experience.”

Since implementing conversation intelligence, BPO division of NTT’s clients have demonstrated strong results, including:

Improved sales success: Before working with the BPO division of NTT, one company experienced low sales per hour for new hires, which caused lost sales opportunity. The company needed to drive higher sales and monitor compliance to shorten the learning curve. The BPO division of NTT implemented daily automated scorecards through CallMiner to evaluate 100% of agent calls. The scorecards were used to measure compliance with verbatim sales language, behaviors, and compliance statements. As a result of implementing these scorecards, the company experienced:

• Improved sales per hour of 30% vs. prior new hire classes
• 50% of the team exceeded the production target in their first week
• 91% of the team exceeded training targets

Improved retention and customer experience: A financial services company was experiencing high cancellation rates for credit card accounts compared to industry standards. After implementing conversation intelligence, the BPO Division of NTT was able to identify areas in the call flow where agents could improve on rebuttals and save attempts. After integrating new quality and coaching standards as a part of the training curriculum, the company experienced an 8% improvement in retention rates, sustained over 10 months.

Improved sales revenue and architecting solutions: A financial institution was facing a decline in NPS scores. The BPO Division of NTT was tasked with conducting a VoC deep dive into people, processes and technology to improve the result. Leveraging conversation intelligence technology, VoC validation for 100% of NPS surveys was completed, leading to specific process improvements. As a result, NPS scores increased month over month with a 46% improvement, since implementing this approach.