A leading provider of financial services was preparing to launch its first coalition loyalty rewards program. The launch was expected to drive significant contact center volume, given the campaign plan and the media spend for direct-response television spots.
Alorica launched the campaign on multiple channels, in order to ensure our ability to meet and cover client needs in the analog (voice) and digital (email, chat, and social media) arenas. Although consumers were given the option to enroll online, a vast majority elected to call instead, choosing to communicate with our agents about policy clarification, troubleshooting, and program FAQs. Finally, potential customers who had partially completed their application online were prompted to call in to complete the process, helping complete the omnichannel experience.
Not exactly a whodunit…but riveting, nonetheless.
As the launch of the client’s program was expected to drive significant contact volume, Alorica presented a three-part burstable capacity solution designed to quickly scale, reduce costs and connect the right agents with the right customers – in order to present the right solutions.
As Matthew McConaughey once eloquently put it, ‘all right, all right, all right.’
Automated IVR Platforms
To handle the initial call spikes, we built an automated solution using our interactive voice response (IVR) platforms to both process enrollment applications and route calls to the appropriate agent group. In tandem with the IVR solution, we created a dedicated unit of hundreds of nearshore agents. This bilingual group was hired, trained and deployed to process calls, emails and social media inquiries only pertaining to the client’s new loyalty program. And today, this talented group of agents remains as the core unit for the ongoing client program.
Blended Multi-Channel Agent Model
Specifically curated for the loyalty program’s launch, we trained our nearshore agents as well as a portion of our Alorica at Home associates to provide additional call handling. These Alorica at Home agents were considered shared agents, and specialized in handling a variety of the client’s call types during times of high volume.
Special Events Group
Alorica also created a temporary group of hundreds of agents from the nearshore and Alorica at Home agent pool; known as the ‘Special Events’ group, these agents were coached to specifically handle repeatedly high call volumes over an extended period of time. This Special Events group was deployed for six weeks to assist with the initial burst of consumer activity.
During the first six weeks of program launch, the Special Events group processed over 100,000 calls. This greatly reduced the pressure on the client’s core dedicated bilingual and multichannel group of nearshore agents. Additionally, enrollment conversion to the program was in excess of 40% – this was 10% higher than the client anticipated.
Thanks to the combination of Alorica at Home and dedicated nearshore agents using IVR automation, Alorica outperformed the client’s Service Level expectations by 7%. Consumer satisfaction was high and the client was very pleased with performance metrics, indicating that they fully expect to utilize Alorica’s unique burstable capacity solution of work at home and on-location agents in the future.
We’ll take it.
Click the link above to download the full case study.