Quality Assurance & Customer
Service Presentation
Mahmoud Elhefnawi
April 2013
Contents
1- Quality Assurance organization chart
10- Customer voice -job order form
2- Services process Model
11- Customer voice– Happy call
3- Process development
12- Customer satisfaction Surveys
4- Services Handbook
13- Customer complaints management
system
5- QA / customer service controlling
procedures
14- Customer Satisfaction Award
6- Services KPI- Small control loop
15- Telesales system
7- Audits Procedure - large control loop
16- SMS System
8- Call center management
9- Services customer voice concept
1. Quality Assurance Organizational chart
Service Director
Hussam Ibrahim
QA / customer service
Manager
Mahmoud Elhefnawi
Pro-clean agent
1 outsourced
Electronics agent
5 outsourced
Telesales call
center agent
2 outsourced
Call center agent
2 employees
QA audit
supervisor
2. Services process Model
Market research
Service package
development
(features & contracts)
Field feedback
Process
Development
(SOP)
Service rendering &
KPI
Service Selling
3. Process development Methodology
• We use the standard SIPOC model for developing
our process (supplier-input-process-outputcustomer)
Supplier
Input
output
Process description
(home service SOP’s )
•
•
ESP customer
Home service
request via call
center
•
Receiving customer
request / call center
procedure
Home service request
procedure
•
•
Repaired
item
Repair time
is less than
14 days
Response
within 24
hrs.
Customer
ESP customer
4. Services Handbook
Service’s Handbook is established to fully describe the services operation in
confirmation with the ISO9001:2008 guides, it is the container for all SOP’s to
serve 3 objectives:
1- reference manual for all staff
2- training materials for new hired staff
3- to ease the opening of new stores
5. QA Customer Service
Controlling procedures
• Document control procedure
• Audit procedure
• Customer satisfaction award procedure
• Happy calls procedure
• Complaint management procedure
• Telesales procedure
6. Services KPI - Small control loop
The How?
Again, based on SIPOC process model, for the output part we develop the KPIs to
measure the effectiveness ( actual performance / commitment to customer) , and
the efficiency ( consumed resources/ planned resources).
6.1. Services KPI- Small control loop
The What?
Electronics KPI
Smart business KPI
•# of over due hardware pending cases
•# of over due pending cases
•% of ESP cases closure rate within 72 Hr
•% of ESP cases without loaner after 3 days
•% of cases closure rate- within 14 days
•average repair time (days)
•% of customer complaints through call center
•% of satisfied customers
•ESP customer satisfaction survey
•Electronics customer satisfaction survey
•Response Rate (ESP Home Service)
•% of Force tel solved cases
•% of answered force tel calls
•Forcetel average call time (min)
•% of Force 24/7 cases closure rate (software)
•% of Force 24/7 cases closure rate (hardware)
•Software average repair time (days)
•Jawwaly average installation time
•D3M average repair time (days)
•Hardware average repair time (days)
•% of satisfied customers (forcetel/ HW repair/
D3M/ Jawwaly)
•Force 24/7 customer satisfaction survey
•% of Force 24/7 / Jawwaly customer complaints
6.2. Services KPI- Small control loop
The Tool
KPI system is an In House Application (IHA), developed by IT to provide
Services department with all KPI required to monitor process performance
6.3. Services KPI- Small control loop
The KPI Charts
KPI review meeting
is held every
Wednesday, as a
result corrective
actions are taken for
the missed-targets.
7. Audits Procedure - Large control loop
• Audit procedure is established to measure the adherence degree of our
operations to the designed and documented procedures and processes.
•Audit check list is designed to satisfy the requirements of the norms
ISO9001 for system audit, and VDA6.3 – Services for process audit
•Audits are conducted by a qualified and certified auditor.
Audit plan
Audit procedure
7.1. Audits Procedure - Large control loop Cont./
Audit finding report/ corrective
actions/ due dates / follow ups
No. of Audit Findings Per Location
as of 12 Mar 2013
16
14
No. of Findings
12
10
8
4
14
6
2
2
4
6
5
2
6
4
0
KS3
ERS
KS6
KS1
HPSP-Kh
Location
ELEX / TECH CTR.
FORCE
HPSP
JAWWALY
8. Call Center Management
Call center is an outsourced center located in Jeddah. The call center delivers the following
business activities:Business
Activity
QA
Assigned resource
2 agents (extra employees)
Tasks
•Happy calls (outbound), short survey with 2 questions with
customers who enjoyed our service
•Recording customer complaints (inbound), using eXtra database
Force -Tel
Electronics
repair
Pro-clean
7 agents (extra's
•24/7 Technical support for ForceTel customers (inbound)
employees)
5 agents (Outsourced)
1 agent (Outsourced)
•Receiving customer inquiries (inbound)
•Receiving and recording home service requests (inbound)
•Receiving customer inquiries (inbound)
•Receiving and recording home visit requests (inbound)
Telesales
2 agents (Outsourced)
•Conducting telesales for the new projects (quick-fix), using in
house application system
Calls Abd after
Date
Call Offered
Calls Answrd
01-Apr
318
218
201
188
21
563
364
354
286
313
224
14
353
64
20
17
13
2
224
68
63
14
16
12
0
Calls Abd
43 after
30
Threshold
Av.Handel
3.2
Srv Level
avg wait time
20.1%
52%
1m16s
9.2%
76%
29.9s
3m3s
8.5%
79%
19.6s
3m23s
6.9%
84%
17s
3m8s
9.5%
76%
30s
4m14s
39.8%
53%
1m12s
2m53s
18.7%
69%
34s
2m18s
17.8%
70%
17s
3m18s
4.9%
84%
9s
3m5s
Time
8.1. Call center daily performance reports
12-Apr
26-Apr
13-Apr
27-Apr
318
218
201
188
21
563
364
354
286
313
224
14
353
14-Apr
28-Apr
322
254
198
184
175
19
339
296
291
272
297
212
14
310
Calls Answrd
292
254
198
184
175
19
339
296
291
272
297
212
14
310
292
3,739
3,153
586
15.7%
67%
2m54s
29s
19-Apr
Tota
Jan
6,728
6,043
685
10.2%
65%
37s
2m17s
21-Apr
Tota
Feb
6,206
5,800
406
6.5%
74%
26s
2m19s
23-Apr
Tota
Mar
6,326
5,941
385
6.1%
77%
2m39s
23s
Tota April
3,739
3,153
586
15.7%
67%
2m54s
29s
Tota Jan
6,728
6,043
685
10.2%
65%
37s
2m17s
Tota Feb
6,206
5,800
406
6.5%
74%
26s
2m19s
02-Apr
03-Apr
04-Apr
05-Apr
06-Apr
07-Apr
2m55s
Agents Service Level Report:Service level agreement 85%, Abd. 3%
08-Apr
09-Apr
10-Apr
11-Apr
12-Apr
13-Apr
Date
14-Apr
01-Apr
15-Apr
02-Apr
16-Apr
03-Apr
17-Apr
04-Apr
18-Apr
05-Apr
19-Apr
06-Apr
20-Apr
07-Apr
21-Apr
08-Apr
22-Apr
09-Apr
23-Apr
10-Apr
24-Apr
11-Apr
25-Apr
Call Offered
322
Threshold
30
64
20
17
13
2
224
68
63
14
16
12
0
43
5.1%
86%
8s
2m46s
5.4%
91%
5s
2m41s
0.0%
100%
1s
3m54s
19s
Av.Handel
2m51s
11s
Time
2m42s
1m16s
2m55s
12.2%
3.2
9.3%
20.1%
70%
Srv Level
81%
52%
avg wait time
9.2%
76%
29.9s
3m3s
8.5%
79%
19.6s
3m23s
6.9%
84%
17s
3m8s
9.5%
76%
30s
4m14s
39.8%
53%
1m12s
2m53s
18.7%
69%
34s
2m18s
17.8%
70%
17s
3m18s
4.9%
84%
9s
3m5s
5.1%
86%
8s
2m46s
5.4%
91%
5s
2m41s
0.0%
100%
1s
3m54s
12.2%
70%
19s
2m51s
9.3%
81%
11s
2m42s
15-Apr
29-Apr
Calls breakdown Report:Daily average calls 250
COMPLAINTS
0%
36%
NEW REQUEST
63%
1%
CUSTOMERS
FOLLOW UP
16-Apr
30-Apr
17-Apr
Tota
April
18-Apr
20-Apr
22-Apr
24-Apr
GENERAL INQUREY
25-Apr
26-Apr
27-Apr
28-Apr
29-Apr
30-Apr
9. Services customer voice concept
customer
eXtra
F/B during & after
service
Directly (service
Job Order Form)
F/B via call center
(happy calls,
customer
complaints)
F/B via
customer
survey
10. Customer voice - Job order form
Home service job order form
and the feedback from the
customer mentioned in the
bottom of the page
11.1. Customer voice– Happy call
•
Mission closed on
the mission
system
Happy call is a short customer
survey, takes 5 minutes with 2
questions ( did you receive the
service & are you happy with
our service)
•
Done by call center agent
•
Done for all repair missions
•
Done for 10% of installation
missions
Summary statistics
are reviewed
during KPI
meeting
Happy calls results
are reviewed by
services
supervisors and
corrective actions
are taken
Closed mission
listed in the happy
call system
Call center agent
calls the customer
and conduct
survey
11.2. Customer voice– Happy call
Happy-call system reports
and graphs are auto
generated
11.3. Customer Satisfaction Results from
happy calls
98%
96%
94%
92%
90%
88%
86%
84%
82%
80%
78%
350000
300000
250000
200000
150000
100000
50000
0
2008
2009
2010
no. of tickets
2011
2012
2013
350000
300000
250000
200000
150000
100000
50000
0
2009
2010
no. of tickets
2012 Target was 90%
Satisfaction and we
achieved 94%.
% of happy customers
35000
30000
25000
20000
15000
10000
5000
0
2008
% of satisfied customers
& No. of services tickets
2011
2012
no. of happy calls
* In 2008, it was manual calculation, IT system was not implemented yet
2013
No. of Happy Call
Customers & No. of
tickets.
Approximately 30,000
happy calls conducted.
12. Customer satisfaction Surveys
Customer satisfaction surveys targeting the customers who enjoyed our
services for the last 6 months, the information collected are:
- Customer satisfaction index
- Defining Customer’s behavior change
- Defining Customer’s values related to each service package
- Matching between internal KPI , and the customer values
12.1. Customer satisfaction Surveys
•
Surveys were implemented on 2008 & 2009.
•
In 2010/2011 we didn’t conduct customer
satisfaction surveys, however we collected
general information during the marketing
researches done for developing new
services package, e.g. pro-clean/ extra-care/
pc extended warranty.
80%
60%
ESP
Force247
forceTel • 2012 Customer satisfaction survey planned to
40%
20%
be in the customer experience project.
0%
2008
2009
•
2013 survey will be decided after Q1 budget
BPE.
13. Customer complaints management system
•
Customer complaints management system was developed to automate
manual paper work and communications , which consume time and
normally have lake of control, this automation allow staff to focus on the
solutions, and keep things under control all the time.
•
System is developed according to ISO9001/ ISO TS requirements for
continuous improvement.
13.1. Customer complaints management
system
System auto define the responsible
and send him a notification mail
Customer calls call center to file a
complaint, call center agent records
the complaint on the system
Call center agent conduct happy call
with the customer and confirm the
closure of the complaint.
Service supervisor review the case
and define the actions
Service supervisor implement the
action with his team
Service supervisor update the
system, system shows the customer
on the Happy call list
13.2. Customer complaints management
system
System screen shots
13.3. Customer complaints management
system
Complaints analysis by store , 2013
13.4. Customer complaints management
system
Root cause analysis from the system
13.5. Customer complaints- trend over last
years
500
350000
300000
400
250000
300
200000
200
150000
No. Tickets V no. complaints
100000
100
50000
0
0
2008
2009
2010
no. of tickets
2011
2012
2013
no. of complaints
1.40%
350000
1.20%
300000
1.00%
250000
0.80%
200000
0.60%
150000
0.40%
100000
0.20%
50000
0.00%
0
2008
2009
2010
no. of tickets
2011
2012
% of complaints
2013
No. Tickets V % complaints
14. Employee Customer Satisfaction Award
To enforce front-liners staff to be customer centrist, we offer them to win a
prize of SR 500 in addition to a certificate for the recognized performance by
the customer.
We budgeted for one winner per business (smart/ electronics) and per
region ( eastern central/ western) every month.
procedure
Selection criteria format
14.1. Employee Customer Satisfaction Award
15. Telesales system
•
•
•
•
Telesales application is an in-house-Application by IT
department
We use our customer data base (electronics and Smart
product)
Payment is done by SADAD system
Currently we sell quick-fix through this channel
procedure
15.1. Telesales system
16. SMS system
•
•
•
SMS system is in house application
It is used basically as a customer feedback tool to customer
informed about his ticket status
SMS is also part of telesales system
16.1. SMS system
Thank you…