RetailT
echnology
driven by the latest information about what is working best for which types of customer. Because the technology is hosted in the cloud, implementation times are very short. BrightHouse’s pilot deployment was running within just six weeks, with full deployment across 286 stores within three months. Even though it is run in the cloud, the VoiceSage solution is fully integrated with BrightHouse’s back office so data feeds now happen without human involvement. Agents are only needed when VoiceSage connects a BrightHouse customer to a team member, to complete the collections activity for example. The impact of using VoiceSage has been huge, according to Skeoch. “It means we can treat each of our stores as a small contact centre. “We can automatically schedule calls
for each collection team from a central point but also deliver calls back to the collections specialists in each outlet. This is great, as it maintains our vital personalised local experience while also improving customer satisfaction and collections
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effectiveness all round.” To make all of this possible, VoiceSage
developed a single dialler extract file. This is deployed dynamically across all BrightHouse outlets, allowing the company to deliver central contact centre functionality to a dispersed team. VoiceSage has also created a phone
number unique to each BrightHouse store, while allowing the seamless transfer of customers between branches if call volumes are high and lines are busy. All of this keeps the conversation flowing. “It’s a fantastic example of how a
complex model of dispersed collections operations can be handled from a single point via the cloud,” notes Skeoch. Features like the ‘best-time-to-contact’ functionality and the ability to combine a local number with seamless call transfer have allowed BrightHouse to simultaneously maximise its resources and improve customer satisfaction. VoiceSage hosts everything for the company, reducing complexity while still giving BrightHouse control over how
it uses the technology. “Already, VoiceSage has allowed us to redeploy over 150 colleagues to other customer-facing roles, reducing the headcount in our Customer Accounts Advisor team by over 25%,” said Skeoch. “Resource savings like this have allowed us to spend more time delighting our customers. The real success though is the ‘virtualisation’ of the collections function. “This maintains a consistent customer
experience, guarantees a successful deployment and adoption throughout the company, and adds value at every turn. We have significantly increased the quantity and quality of our customer contact. Rather than simply catching someone cold, customers are aware of who we are and because they are opting into the call we have seen an increase in our kept promise rate through the quality of conversation.” The collections team has noted that customers are ready to talk and don’t have to be called repeatedly, which has made a big difference to team morale.
Autumn 2014 53
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