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Call Center to Contact Center
Contact Center
Organizational Chart
Donna Stone Buchanan
Chief Operating Officer
Donna Burnham
Vice President
2-1-1 Contact Center
Operational/
Team Manager
Contact Center
Agents
(24)
Trainer/Team
Manager
Quality
Assurance
Manager
Quality Control
Agent
Database
Manager
Database
Coordinator
Community
Resources
Manager
Outreach
Marketing
Manager
Special Projects
Manager
Specialist
(1)
Senior Specialist
(2)
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United Way of Greater Atlanta 2-1-1 Contact Center
Celebrating 17 Years of Service
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What is a Contact Center?
• A Contact Center is a central point in an enterprise from
which all customer contacts are managed
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Next Steps…
 Goal: Educate and Empower the community
 Business Case: Who, What, When, Where, Why & How?
 Cross Functional Team: A representative from each
internal division and a member from the 2-1-1 Advisory
Committee
 Stats: Callers demographics
 ACD Messaging, Agents Scripts, Social Media,
Technology, Real Time Info, Marketing Efforts, Quality,
Follow-up Remote and Staffing
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Why the change?
• Utilizing technology to empower those in need
• More effective way to engage millenniums
• 2-1-1’s database is a valuable “RESOURCE HUB” for
local and statewide services
• Information is accessible in a variety of ways
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How?
 E-Services: LIVE Chat, Text and Emailing Referrals, Emails
 Technology: QR Code, 2-1-1 App, Show me
 Real Time Information: Improve communication with agencies
 Welcome/Hold Messaging: Platform used to educate &
empower callers
 Agents Closing Script: Method used to educate & empower
callers
 Agent Monitoring: Changed from a team approach to only one
individual (Quality Manager)
 Follow-up: Changed from a volunteer approach to creating a
Quality Control Agent position
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Continue…
 Marketing Efforts: Logo, 2-1-1 brochure, E-Newsletters
and Library Campaign
 Social Media: Facebook, Pinterest, Google+, Twitter,
YouTube
 Staffing: Increased remote capabilities, Changed
performance indicators
 Quality: (Customer Satisfaction Surveys)
- IVR (Interactive Voice Response) that captures callers’
feedback immediately after each call
- Web Survey
- Chat Survey
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What are the benefits?
• Additional points of connectivity to the community
• Increased staff productivity: LIVE chat allows
communication with multiple customers at the same
time
• Enhanced communication with our disabled population
through text, email referrals and Live Chat
• Promoting online capabilities increases exposure and
awareness of all aspects of United Way
• 2-1-1 remains relevant
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Just take a listen to a satisfied Caller…
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2-1-1’s Story Board
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How has the change affected 2-1-1’s
volume?
• Web service stats have doubled
• Chats have continued to climb
• E-mail requests have continued to climb
• While traditional call volume is slightly down, our overall
contact volume has increased
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Individual Web Searches
Jul
July '13-June '14 17,801
July '12-June '13 18,947
% Change -6.0%
SINCE WEBSITE
DATABASE PROMOTION
BEGAN IN OCTOBER
80,000
2011, OVERALL
70,000
60,000
WEBSEARCHES ON THE
50,000
211 DATABASE HAVE
40,000
30,000
BEEN CONSISTENTLY ON
20,000
THE RISE.
10,000
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
36,869 41,440 56,674 69,311 51,401 39,675 27,748 32,091 32,078
22,111 21,486 26,960 25,131 20,484 13,485 8,263 9,136 11,876 9,471
66.7% 92.9% 110.2% 175.8% 150.9% 194.2% 235.8% 251.3% 170.1%
July '12-June '13
Jun Total
405,088
13,426 177,879
127.7%
July '13-June '14
0
Jul
13
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Chat Contacts
Jul
July '13-June '14 1,201
July '12-June '13
813
% Change 47.7%
211 ONLINE CHAT
SERVICE, INITIATED IN
MAY 2011. CHAT
APPEALS TO TODAY'S
SOCIAL MEDIA USERS.
Aug
1,144
972
17.7%
Oct
1,103
1,385
-20.4%
Nov
1,195
1,098
8.8%
Dec
Jan
Feb
Mar
Apr
991
591
395
450
519
1,019 741
429
528
647
-2.7% -20.2% -7.9% -14.8% -19.8%
July '12-June '13
May
879
Jun Total
8,613
945
8,617
0.0%
July '13-June '14
2,000
1,750
1,500
1,250
1,000
750
500
250
0
Jul
14
Sept
1,024
985
4.0%
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
211 Web Mail Contacts
Jul
July '13-June '14
332
July '12-June '13
148
% Change 124.3%
Aug
Sept
254
268
152
188
67.1% 42.6%
Oct
328
212
54.7%
Nov
Dec
Jan
357
374
230
227
188
119
57.3% 98.9% 93.3%
July '12-June '13
IN A YEAR TO YEAR
COMPARISON, USERS
OF THE DATABASE ON
LINE E-MAIL SERVICE
HAVE A SHOWN A
STEADY INCREASE IN
USAGE.
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Feb
124
115
7.8%
Mar
Apr
129
134
94
167
37.2% -19.8%
May
224
Jun Total
2,530
254
1,610
57.1%
July '13-June '14
500
450
400
350
300
250
200
150
100
50
0
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Traditional vs. E- Services Contacts
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How Do E-services Affect Our Metrics?
• Average Speed of Answer: (ASA) – To maintain an average
wait time of less than 2 minutes before a call is answered
• Service Level: To answer calls 80% of the time in 90
seconds or less
• Average Handled Time: (AHT) To maintain an average talk
time of 5 minutes and 30 seconds
• Customer Service Satisfaction: To rate a 95% or higher. Eservice users are invited to customer service survey.
• Agent Monitoring Scores: To achieve 92% or higher
monthly. Chat transcripts are monitored.
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E-Service Requires, Metrics, Policy and Procedures
Updates:
– Chat Policy – Who chats?, How many Chats?, Chat schedule,
Chat hours, Chat Schedule:
Priority
Mon
Chatter 1 Alida
Chatter 2 Eliz
Chatter 3 Thanh
Tue
Fenella
Lauren
Steph
Wed
Aria
Eliz
Lauren
Thu
Steph
Lauren
Aria
Fri
Thanh
Alida
Fenella
– Chat Metrics – AHT, ASA – consider as next contact in queue
– E-mail Policy – Who responds? How to respond?(templates)
– E-mail Metrics – ASA - consider as next contact in queue.
– E-Referral Delivery Policy – email vs text
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Change to E–Services Affects Information Delivery
How often were agents frustrated when the caller did
not have pen and paper or did not write down referrals?
E-services allows:
- E-mailing and texting of referrals
- Reduces handle time
- Reduces repeat callers
- Gives caller permanent record of referral.
- E- referral delivery policy specifies what information is
required to be given when texting or e-mailing referrals.
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Texted referrals
Jul
Aug
Sept
Oct
July '13-June '14
5,060
7,162
8,466
10,746
July '12-June '13
395
437
378
338
Nov
Dec
Jan
11,768 12,235 10,336
526
872
1,425
1181.0% 1538.9% 2139.7% 3079.3% 2137.3% 1303.1% 625.3%
Feb
Mar
Apr
8,289
8,929
6,207
1,027
1,487
3,505
707.1%
500.5%
77.1%
May
Jun
Total
89,198
4,584
4,882
10,390
758.5%
% Change
E-mailed referrals
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
July '13-June '14
2,768
2,640
2,943
3,201
3,482
3,733
2,897
2,352
2,588
2,882
July '12-June '13
853
1,017
989
1,293
1,316
1,370
1,826
1,575
1,486
2,079
224.5% 159.6% 197.6% 147.6% 164.6% 172.5% 58.7%
49.3%
74.2%
38.6%
% Change
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May
Jun
Total
29,486
2,282
2,620
13,804
113.6%
Conversion to a Contact Center includes taking
advantage of all new technologies.
Consider Remote Staffing:
- Improves Attendance
- Improves Punctuality
- Improves Agent Morale
• Rewards high performing agents
• Improves staff availability for extra or overtime
hours….
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-Improves Disaster Response:
•Increased service continuity during localized “disaster” events
and outages
•Agents always available on call
•Agents dispersed throughout service area
•Agents isolated during epidemic or pandemic
Example - Recent Atlanta winter weather
Atlanta Ice Storm February 2014
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Atlanta Winter Storm Pax
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Remote Agent Dispersion
Greater Atlanta Service Area
211
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Considerations In Remote Scheduling:
•
Remote policy?
– Who is remote?
– Required work environment?
• Home visits
– What to do during loss of connection?
– Disaster response requirements
• Schedule flexibility during spikes, low staffing, disasters
• Maintain open communication – cell phone on hand
– Readjust some performance requirements
• Example: punctuality
•
How often on-site?
– Ensure on-site time for on-going training
– Depends in part on philosophical considerations of your agency?
Live United?
•
Technology?
– What internet provider?
– What internet speed?
– Is Agent location susceptible to outages?
– Who pays cost?
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Remote Schedule
= REMOTE
= ON-SITE
SUN
ARIA
MON
ARIA
SILVIA
REGGIE
MAIRA
THANH
SHEMEKA
FENELLA
ELIZABETH
ALIDA
SEAB
SEAB
JEFFREY
JANELL JANELL
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TUES
ARIA
SILVIA
REGGIE
MAIRA
SHEMEKA
FENELLA
ELIZABETH
WED
ARIA
REGGIE
MAIRA
SHEMEKA
FENELLA
ELIZABETH
SEAB
SEAB
JEFFREY
JEFFREY
JANELL(MORNING, CLARIBEL
2ND TUES MONTHLY)
THURS
FRI
SAT
ARIA
REGGIE
MAIRA
THANH
SHEMEKA
FENELLA
ELIZABETH
ALIDA
SILVIA
SILVIA
REGGIE
MAIRA
THANH
THANH
SHEMEKA
FENELLA
ELIZABETH
ALIDA
ALIDA
JEFFREY
JEFFREY
CLARBEL(MORNING, CLARIBEL
ND
2
THUR MONTHLY)
CLARIBEL
JANELL
Customer Service Satisfaction Results – Calls
January – April 2014
Q1 – Did you receive the
information you requested?
Q2 – Were you satisfied with your
hold time?
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Customer Service Satisfaction Results – Calls
January – April 2014 (cont.)
Q3 – Was your experience with the representative
a positive one?
*The goal of the 211 Contact Center is to receive a 95% score or better on the "Yes" responses.
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Customer Service Satisfaction Results – Web
January – April 2014
Were you able to find the service
you were looking for today?
Have you visited the 2-1-1 website
before?
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Customer Service Satisfaction Results – Web
January – April 2014 (cont.)
On a scale of 1 to 5 with 1 being poor and 5
being excellent, how would you rate the
overall quality of the 2-1-1 website?
How did you hear about the 2-1-1
website
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Customer Service Satisfaction Results – Web
January – April 2014 (cont.)
Please describe your gender and
age: Female
Please describe your gender and
age: Male
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Customer Service Satisfaction Results – Web
January – April 2014 (cont.)
Which of the following best describes
the nature of your search?
Would you likely use this website again
for future needs?
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Customer Service Satisfaction Results – Live Chat
January – April 2014
Did you receive the information
you needed?
Overall, were you satisfied with
your chat response time?
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Customer Service Satisfaction Results – Live Chat
January – April 2014 (cont.)
Was the Referral Specialist helpful?
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FOR QUESTIONS OR FOLLOW-UP:
Donna Burnham
Vice President
United Way 211 of Greater Atlanta
404- 614 – 2906
dburnham@unitedwayatlanta.org
Don Zubler
Operations/Team manager
United Way 211 of Greater Atlanta
404- 614 – 1017
dzubler@unitedwayatlanta.org
THANK YOU FOR VISITING OUR CONTACT CENTER!
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