Anastasia Gavura

1. Client Service in Ukrainian
Contact Centers
Anastasia Gavura,
Head of distance selling services department
OS-Direct Marketing Group

2. In Ukraine:
• Main channels of communication with customers: telephone, Internet,
post
• Acceptable HL working schedule: Mon.-Sat. 8:00-21:00, Sun.10:00 – 17:00
• Calls with orders vs. informational calls - 30/70, rarely - 50/50.
• 65% of orders done at webpage are accompanied by a call to CC
• Average duration of a conversation with order - 2,5 - 3,5 min.
• Average cost of a minute of agent’s work 0,99 UAH - 1,87 UAH (0,097-
0,183 EUR)

3. How to make customers happy?
• To improve quality of CC agent’s work.
• To give a Customers opportunity to choose a
channel of communication.
• To provide feedback: to report on the status,
to inform about the changes.
• To analyze needs of the market and to adjust
quickly

4. Main vectors of cooperation
between CC and Clients: what to
focus on

5. Vector 1.
Considerable amount of calls without orders
Why do Clients call?
4% 8%
Reclamations
Questions
Instructions/requests
88%
Range of problems:
70% of calls –
informational

6. Vector 1.
Solution – alternative channels usage
Main reasons of informational calls:
• State of account specification
• Delivery status clarification
• Changing personal data / components of order
• Product availability checking before making an order through
another channel
But Contact Center is not calls only!
– Sms dispatches When and how to
– E-mails use them?
– Letters

7. Vector 2.
Working with unstable activity
What affects hit / decline in activities?
• unplanned start of marketing activities
• weather
• season
• holidays / weekends
• day of a week
Resources misallocation
excess expenses

8. Vector 2.
Solution – analysis of activities and forecasting
What to analyze?
• response rate from different advertising channels on different proposals
• main reasons of requests (if info-calls - to seek and to eliminate the
reason)
• variations in activities depending on external factors
CC – good tool to
make analysis

9. Vector 2.
Solution – analysis of activities and forecasting
What gives analysis of previous activities:
• Determination of additional requests reasons
• Timely introduction of cheaper communication channel
• Forecasts for the next period and optimal allocation of resources
Service expenses decrease by 15% on average

10. Vector 3.
Quality of CC cooperation with Clients
• Technical KPI
International standards are valid:
– Service Level 80%/20 sec.
– Availability Level 95%
• Quality of agent’s work with Clients
Worked out methodics of
quality evaluation for
usage!

11. Vector 3.
Influence of agents’ work with Clients quality control
Results which could be achieved with a complex approach :
• Service quality improvement
• Up to 20% decrease of conversation time
• Up to 10% reduction of repeat calls’ number
• Customers loyalty increase
• 30% sales level increase
Example of how to save on customers servicing:
A 3 minutes duration call costs 0.42 Euro
If agent is working properly it can cost
0,42-20% = 0,336 Euro
On 10 000 calls you save 840,00 Euro!

12. Vector 4.
Sales increase
Use CC as a sales tool:
• Additional sales
• Cross-sales
• Customers reactivation
• Cold DB sales
30% of additional sales is real продаж -реально
15% дополнительных

13. According to the research:
Quality of service in CC is increasing permanently

14. Thank you for your kind
attention!
Tel: +380 44 490 9087
Email: gavura@osdirect.com.ua
www.osdirect.com.ua