From Call Data to Business Intelligence
Using technology for improved decision making
Bucharest, Romania, May 30, 2007
Bogdan Lazaroae: +4 074 8882323
bogdan.lazaroae@ensight.ro
© 2007 by Ensight Management Consulting. All rights reserved.
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Agenda
 About us
 Paradigm shifts
 Role of business intelligence
 Role of business intelligence experts
© 2007 by Ensight Management Consulting
All rights reserved
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About us
Ensight Management Consulting is a management
consulting company with 100% Romanian capital,
evolving continuously since 2000:
 Today we are the most important local management
consulting company, both in terms of turnover and number
of staff.
 We are independent and not subordinated to
any international consultancy network.
 We are fully capable to offer integrated business solutions,
due to our team’s multi-disciplinary skills and solid
experience.
© 2007 by Ensight Management Consulting
All rights reserved
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Our business philosophy
Our business philosophy
Know. Accelerate. Perform
synthesizes the Ensight promise
to its clients and partners.
 Know.
Knowledge is the foundation of
performance. Every consulting approach
starts and ends with “knowing”.
 Accelerate.
Doing better and faster is the
unstoppable source of competitive
advantage.
 Perform.
Performing, fitting to deadlines, keeping
promises are the winner’s basic skills.
© 2007 by Ensight Management Consulting
All rights reserved
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The paradigm shift in call center management
4 things call centers are considered to be:
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Call centers are service organizations
Call centers are costs centers
Lowest cost of execution is the driving force behind call centers
Call centers are only a funnel of information to the rest of the organization
4 things call centers should be considered as:
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Call centers are the front window of the company to the customers
Call centers should participate in revenue generation
Call centers can generate tangible business value
Enhanced analytics can improve the customer interaction and lower churn
© 2007 by Ensight Management Consulting
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Bridging the informational gap
Business Intelligence
Intelligence
Knowledge
GAP
Information
Transactional call data
© 2007 by Ensight Management Consulting
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Data
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Transactional vs. unformational systems
 The primary purpose of a transactional system is to record individual events in the life of
a call center
 The primary purpose of an informational system is to serve business needs aligned with
the strategy of the organization
 Transactional systems collect large amounts of data but almost no information
 Informational systems transform data into actionable intelligence
 Informational systems move an organization from “how much?” to “how well?”
© 2007 by Ensight Management Consulting
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Stages in data transformation
Do we know what is going on?
 “We had a 30% call
increase in the last two
weeks.”
Ad-Hoc Intelligence
Business activity monitoring
© 2007 by Ensight Management Consulting
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Are we performing as well as
possible and if we make
changes what is the impact?
 “The call increase occurs
between 9 and 11 am, calls
are handled after a 5
minute hold. Calls are
about late deliveries.”
Observational Intelligence
Business process management
What trends can we see and
how do we respond?
 “Late deliveries are due to
a strained relationship with
the suppliers. A new script
is implemented to explain
the reason for the delay.”
Actionable Intelligence
Data mining and analytics
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Call center KPIs
 Cost
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Cost/contact
Cost/minute of handle time
 Agent
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Occupancy and turnover
Schedule adherence
Training hours
 Quality
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 Service level
Call quality
Customer satisfaction
% calls requiring rework
© 2007 by Ensight Management Consulting
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 Distribution of answer speed across agents
 Call abandonment by customer type
 Distribution of hold/queue/abandon time
Call Center
Key Performance
Indicators
 Productivity
 Agent utilization across client base
 Contacts/agent-timeframe
 Call handling
 Talk time distribution by issue
 After call work time distribution
 First contact resolution rate
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Benefits to using call data intelligence
For the business organization:
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Increased customer satisfaction and retention rates while decreasing costs
Maximize customer value by increasing cross-sell and up-sell rates
Monitor channel usage costs
Reduce staff turnover and increase productivity and effectiveness
Understand customer profitability and propensity to buy
For the technology organization:
 Integrate financial, supply chain, CRM and telephony data from multiple sources
 Quick adaptation to changing business needs by leveraging existing systems
 Definition of key metrics and KPI occurs once at a centralized level
© 2007 by Ensight Management Consulting
All rights reserved
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The role of Business Intelligence experts
 Profound knowledge and understanding of the client’s business and industry
 Organizational understanding and technology expertise
 Definition of business requirements and KPIs for the BI solutions to support strategy
 Unbiased advice regarding IT governance, compliance and solutions
 Ability to integrate multiple stakeholders in an enterprise-wide project
© 2007 by Ensight Management Consulting
All rights reserved
Thank you!
For additional information please contact us at:
Niro Business Center
184-186 Traian St., 024045
Bucharest, Romania
Phone: +4 031 4055468
Fax:
+4 031 4055467
www.ensight.ro
© 2007 by Ensight Management Consulting. All rights reserved.