VimpelCom成功案例

在用户增长成为运营商的威胁时，找到一种提高对客户的响应能力的解决方案成为俄罗斯最大的移动运营商VimpelCom最重要的问题。

Challenge:
Fierce competition – 900 percent growth in Russian cellular market overwhelmed VimpelCom customer service – up to 20-minute wait time and slow handling of completed calls

Solution:
Increased, faster throughput via self-service and call routing. Software detects number, routes call to local self-service menu. Intelligent routing matches caller to best equipped agent
Value Created:
• 56 percent of calls answered in less than 30 seconds; 46 percent handled by Avaya intelligent routing, which enables more personalized interactions with customers.
• 45 million calls a month means faster linkage of people, processes and resources compared to when operators could only handle a fraction of these calls.
• Operator productivity up 68 percent (19 percent decrease in attrition rates).
• 700 percent improvement in customer responsiveness rates substantiates a Consistent, branded customer experience over the last few years.
IP Telephony Contact Centers Mobility Services
Like customers everywhere, cellular service subscribers in Russia demand advanced products, competitive pricing and, most of all, great customer service.
Service quality has been a key to growth for VimpelCom, one of the three leading Russian cellular service providers. So when subscriber growth threatened to overwhelm operators with customer calls at the company’s contact centers, finding a solution to improve its responsiveness to customers quickly became a top priority for VimpelCom.
Today, VimpelCom’s network of seven Avaya powered contact centers, supported by Avaya Global Services, handles more than 45 million calls each month. Average customer wait times have been cut in half, more than half of customer calls are answered in 30 seconds or less, and average call handling time is down by 75 percent. Three customers out of four now express satisfaction with the service they receive.
A Clear Call to Improve Customer Service
It was VimpelCom’s commitment to customer care that led the company to build its network of Avaya contact centers. Though the company established its first contact center in 1995, responsiveness to callers did not meet VimpelCom’s goal to provide stellar customer service to its fast growing list of subscribers. Within five years, some VimpelCom customers were facing lengthy wait times before their customer service calls could be answered.

Objectives Benefits Achieved
Improve responsiveness and customer support Customer wait times, once as long as 20 minutes, now average 79 seconds; 56 percent of calls are answered in 30 seconds or less. Customers can get information through interactive voice response options or two tiers of operator support. Customer satisfaction index is up.
Improve agent productivity Operator productivity (calls per operator) is up 68 percent. Operator workforce 63 percent larger; handles 2.7 times the call volume.
Give managers in-depth, real-time metrics and better management tools Contact center managers monitor multiple performance indicators in real time. Call recording supports operator monitoring and training. Top management reviews contact center performance reports weekly.
Plan for the future with investment protection of contact center solution  Networking seven regional contact centers and outbound sales and other improvements are planned.
 

“The waiting time for customers was as long as 15 to 20 minutes,” says Elena Elizarova, customer service director for VimpelCom. “Increasing the quality of service for our customers became our most important objective.”
VimpelCom’s response was swift and decisive, though its list of requirements was extensive. The contact center solution would be expected to:
• Enhance customer care by accelerating responsiveness and the handling of customer calls.
• Provide quality customer service with access to operators (contact center agents) who were generalists and specialists. The new solution would need to provide special treatment for high-value customers.
• Provide a way for customers to get quick answers to commonly asked questions such as information about services in their city, account information and any services promotions.
• Grow in step with VimpelCom’s rapid expansion while protecting its investment in contact center technology.
• Provide a way to monitor and manage the centers’ operations for optimized productivity and support the company’s fundamental com-mitment to high-quality customer service.
Optimizing the Avaya Solution
The fact that VimpelCom had experience with the Avaya DEFINITY® Communications Server as a system supporting its administrative operations made its decision simple. As a global leader in advanced contact center solutions, Avaya was in the best position to help VimpelCom achieve its goals for customer service, growth and management information.
VimpelCom decided to implement Avaya DEFINITY® Servers in each of its contact centers, expanding quickly from 200 operators to more than 900 operators in seven contact center locations throughout Russia today. The company added more support for its operators by implementing Avaya Interactive Response (IR) at the major Moscow contact center. By enabling callers to route their own calls and access recorded information, Avaya IVR continues to help VimpelCom operators focus on the most significant customer issues, and boost their productivity.
VimpelCom leaders realized that the quality contact center solution they sought would require the best support from a services organization as well as the best products. The company engaged Avaya Global Services to implement the transition to the new Avaya solution. VimpelCom also used Avaya Global Services to provide contact center consultants who developed the needed scripting for the IR application. This Avaya support, Elizarova says, helped make new system installations smooth and trouble-free.
To reinforce that trouble-free operation (and uphold the company’s high-profile reputation as one of few Russian firms listed on the New York Stock Exchange), VimpelCom also enlisted Avaya Global Services to maintain its contact center network. In addition to keeping these critical customer service facilities on line with 24-hour support, Elizarova says, Avaya maintenance is less expensive than hiring an on-site engineer for each of seven locations. Little wonder that VimpelCom is now Russia’s largest user of Avaya Global Services.
Other enhancements have followed. The Avaya Call Management System provides up-to-date status on contact center operations and helps managers react and plan for high customer service. Operator productivity and attrition rates have improved with NICE Call Recording for training and development of operators.
Measuring the Gains for VimpelCom and its Customers
Today, VimpelCom relies on Avaya contact center solutions across all seven of its regional contact centers in Russia. Callers wait just seconds for service, and contact center managers rely on a rich flow of information and reports to keep operators and workloads in balance. Detailed reports on contact center performance are provided to branch directors daily, and weekly meetings of the company’s leaders include examination of the performance levels within the contact centers.
In detail, the benefits include:
• More choices for customers: When VimpelCom added the Avaya Interactive Response Solution to its service mix, it gave the choice to get information without waiting for an operator. As customer calls arrive, Avaya Communication Manager detects the customer’s number and automatically routes the call to an IR menu containing information that pertains to the customer’s service location – details on local market offers and promo-tions, local service offers and the like. Avaya IR now handles 46 percent of all incoming calls, freeing up valuable time for the VimpelCom operators to handle other customers.
2
avaya.com

• More precise, faster customer service: The company took another important step, creating a second tier of operators – specialists who handle requests from customers for more detailed information about equipment, services and account information and respond to high-priority VIP customers. Using skills-based routing provided by Avaya Business Advocate, VIP customers are routed automatically to the Tier Two operators. Other customers may be transferred there based on the issue they wish to discuss.
• Avaya Business Advocate enables VimpelCom to better match inbound customer calls with the operators who have the skills to serve them best. Avaya Business Advocate analyzes operator skills and predicts how soon specific skills will become available, then determines which operators should be matched with which callers in order to create maximum value for VimpelCom. The two-tier approach improves service, and because operators are more specialized, the company has been able to reduce operator training from five weeks to two.
In addition, VimpelCom’s Avaya contact center solution is serving more customers, faster. VimpelCom operators now answer more than half of customer calls in 30 seconds or less. Average customer wait times have been cut 54 percent. Average call handling time is down by 75 percent.
• More productive operators, reduced turnover: Although the number of operators has increased just 63 percent in the past three years, VimpelCom is handling nearly three times the number of customer calls. Nearly half of all calls (46 percent) are answered by the Avaya Interactive Voice Response system, which frees operators to concentrate on VIP calls and others that require personal interaction.
In addition, operators appear to be more satisfied with their jobs. The attrition rate among operators is down significantly. Based on the most recent figures available, operator attrition declined nearly 20 percent, significantly reducing VimpelCom’s cost to train replacements.
• Improved management of contact center operations: “We use Avaya Call Management System statistics very actively,” says Elizarova. “We have a special group that monitors performance reports in all seven contact centers online. We can see the real-time performance of all the contact centers, and we have special procedures and processes to check all our operators online. If something comes up, our managers can make decisions immediately – to distribute calls to another operator group, for instance – to address the situation.”
In addition, call recording by NICE Systems, provided through Avaya, helps managers to coach operators, improving their work quality and enhancing customer service.
The performance data provided by VimpelCom’s Avaya Call Management System supports decisions at the very top of the busi-ness. The company’s vice president of customer service receives daily statistics from all seven contact centers; branch directors also receive regular reports on the service their customers are receiving. Each week, the customer service VP reports to VimpelCom’s top management on call center performance. “It’s a very aggressive competitive situation,” Elizarova explains. “Superior caller services give us a marketing advantage; it’s extremely important.”
• Continuously improving in the future: The high cost of inter-city circuits in Russia has prevented VimpelCom from integrating operations at its seven call centers, but Elizarova says that is about to change. “We will network the contact centers in Moscow and Voronezh, where it is less expensive to service callers,” Elizarova says. “After that, I think it will be possible to integrate some other contact centers by the end of the year. Integrating our centers will be a huge instrument to increase productivity and provide our customers with even better service and support.”
A Clear Path Ahead
In the past, VimpelCom has made dramatic advances in caring for its customers. Costs are down, agent productivity has dramatically improved and customer service levels are very high. But in many ways, the best is yet to come. The company is only starting to tap the vast gains – in improved customer service and more efficient operations – obtainable by linking and integrating its seven regional call centers.
VimpelCom is perfectly positioned to capture those gains. Avaya and VimpelCom will continue to work together and develop even more robust, customized contact center solutions that can deliver all the capa-bilities required to take VimpelCom and its customers to the highest level of service and success, far into the future.

 
COMMUNICATIONS AT THE HEART OF BUSINESS

Learn More
For more information on how Avaya can take your enterprise from where it is to where it needs to be, contact your Avaya Client Executive or Authorized Avaya BusinessPartner, or visit us at www.avaya.com

ABOUT VIMPLECOM
Operating under the well-known BeeLine brand, VimpelCom is one of Russia’s three leading cellular service companies and the first Russian company listed on the New York Stock Exchange. The company was formed in 1992; today VimpelCom’s GSM network serves more than 10 million customers, including more than five million in the Moscow area. Its licenses cover some 92 percent of the Russian population.
One important key to the company’s success is customer service. Why do customers choose VimpelCom? VimpelCom’s subscribers value the company’s innovative marketing and high quality service and customer care. VimpelCom also offers competitive tariffs, a distribution network with more than 6,000 points of sale, strong brand recognition and innovative product offerings for voice and data services.

Applications Systems Services
• Avaya MultiVantage® Communications Applications
• Avaya Communication Manager
• Avaya Call Management System
• Avaya Business Advocate
• Avaya Interactive Voice Response
• NICE Call Recording • Avaya DEFINITY® Communications Servers 
• Avaya Maintenance Agreement
• Avaya Consulting and Integration Services