74
Future of Retail — Omnichannel
issue 07
“The savings for Orchard Brands are substantial, while also delivering a quality customer experience.”
Average handle time (AHT) is a critical metric
used to assess and measure efficiency for any call centre. However, it can be challenging to reduce this metric while maintaining customer satisfaction. According to the call centre, “hurrying customers off the phone can impact other call centre KPIs such as first call resolution and increase the number of escalated calls to management. We recognised the best way to attack AHT was with better training and a streamlined agent workflow and processes.” Long-term employees who were used to
the green screens were very comfortable using them to process orders, so Rocket had to do more than reduce training time for new employees: the new Rocket GUI also had to reduce order processing time in comparison to the old green screen times. The call centre established a benchmark of reducing 12 seconds from the overall order process over and above green screens as the key metric for the project’s success. Orchard Brands evaluated several different
solutions, but ultimately selected Rocket because the team focused on addressing the call centre’s business needs rather than on the solution’s proprietary scheme and functionality. The IT team explained: “Rocket really spoke to the needs of the business; they understood that AHT was the gold standard for us and backed up all claims with solid technology.”
RESULTS Deployment took four months. During this time, Rocket helped the IT team optimise overall network performance while laying out a longer-term plan for additional improvements.
In particular, Rocket assisted in isolating a batch process that was running during the day, inadvertently affecting call centre response times. Rocket also worked with the team to achieve
more efficient load balancing to further maximise performance. Today, Orchard Brands has successfully migrated its green screens to more compelling web browser solutions. CSRs can call up the appropriate web screen at any time during a customer call while viewing an image of the item during order processing. “The ability to call up the actual image of
the item the customer is requesting during the live call has significantly improved accuracy, while also decreasing the handling time,” explains Orchard Brands. “In addition, we’ve been able to minimise costs while providing a better customer experience.” All tracking of SKUs and discounts are
automated, whereas in the past CSRs sometimes had to manually calculate promotional discounts. In Phase One of the project, the call centre eliminated 50 seconds from the entire order entry process. With Gartner estimating that the average
US call centre call costs anywhere from 18 to 45 cents per minute, the savings for Orchard Brands are substantial, while also delivering a quality customer experience. With the enhanced usability, the call centre no longer sees younger temporary employees dropping out before completing the training. Orchard Brands’ director of the call centre
said: “The new GUI has helped streamline the order management system, reducing training time while enhancing the CSRs’ access to new tools that have helped to significantly improve the customer experience.”
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