Case Study: Telefonica
Telefonica is one of the world’s leading telecommunications operators, with a total of 228.6 million customers.
In Latin America, Telefonica is one of the world’s leading telecommunications operators. The company provides services to more than 126 million customers, ranking it as the leader in Brazil, Argentina, Chile and Peru and with large-scale operations in Colombia, Ecuador, El Salvador, Guatemala, Mexico, Nicaragua, Panama, Puerto Rico, Uruguay and Venezuela.
Telefonica had more than 10 years of experience in the use of simple customer flow systems for the control and administration of their Service Branches however, with a growing market in El Salvador, Guatemala and Nicaragua the company needed to change their branch administration and control model toward an efficient and personalised service model.
Since simpler customer flow systems relied on locally installed components, Telefonica found it impossible to use them to govern employees and service performance indicators based. This resulted in inconsistent levels of service between different branches, and rendered service level administration based on customer segmentation impossible.
Having identified and defined the technical challenge, Telefonica’s management had set the following goals for a service centre management system:
- Centralise the administration and operation of the customer flow management systems in El- Salvador, Guatemala and Nicaragua
- Implement a homogeneous standard model for the three countries to measure agents productivity and to support an incentive plan and service levels
- Integrate databases to develop service schemes based on client segmentation
By achieving these goals, Telefonica had aimed to improve customer relations as well as create a better and fairer working environment for customer service representatives.
To address these goals, NEXA’s partner ACF Technologies proposed a complete hardware and software solution based on the Q-Flow Enterprise System. Thanks to its central Web architecture, Q-Flow could offer significantly lower cost compared to competitive products. The solution included the following elements:
Q-Flow Customer Flow Management module
- Q-Flow Digital Signage
- Q-Flow monitoring and reporting application for branch managers and customer service executives
- Additional hardware required for communicating with customers using self-service kiosks and wall-mounted displays
A customer arriving at a Telefonica Centre would use the kiosk where he/she would:
- Be identified by their telephone or cellular number
- Select one of 3 or 4 options of required service
After receiving a ticket, the customer would be directed to waiting areas, and then to customer service counters using Q-Flow’s digital signage and voice messages. Customer flow is constantly monitored both locally and centrally by managers and analysts who have gained access to queue status and valuable accumulated statistics.
Q-Flow was initially deployed in 16 service centres, where hundreds of agents serve more than 6,000 customers a day.
After two years in use, the system’s effect became clear and all goals set by the management were fully accomplished.
Today, central managers are in complete control of remote Branches, and as a result they can maintain high levels of service and efficiency. They are able to monitor the service centre performance in real-time and to maintain the company’s Customer Service goals. Central Managers can take staffing decisions based on real-time information from the Q-Flow online reports, for example, by moving agents between branches to balance workload.
With accurate service level measurements and productivity indicators Telefonica has improved their Service Level from 60% to 85% of arriving customers served in under 15 minutes.
“Q-nomy’s solution provides powerful and efficient tools for Telefonica to control our level of service, and enables us to manage customer relations in an outstanding way”
Luis Flores Tista, Telefonica Centre Manager