INFOGRAPHIC: Channel Optimization Contributes to Near-Perfect Customer Survey Results

INFOGRAPHIC: Channel Optimization Contributes to Near-Perfect Customer Survey Results

HGS forged a significant partnership with the UK government to establish a comprehensive money and pension guidance service. Initially, structured as a two-tiered approach, the service has since evolved into a unified front of expertise.

Through a dedicated consumer brand, customers gain access to impartial financial guidance aimed at bolstering their understanding and proficiency in financial matters. This initiative offers essential day-to-day money management skills and facilitates access to support services, empowering individuals to make informed financial decisions tailored to lifelong needs.

Case Study Infographic

Business Objectives

HGS partners with the client to manage costs, handle volume control, and streamline complex support queries within their annual budget. They provide an IVR solution tailored to the customer journey matrix design, continuously evolving to meet changing circumstances.

Business Solution Strategies

1. Setting Up the System

The client utilizes Dynamic 365 CRM for email and letters, alongside the Whoson webchat platform. HGS implemented a bespoke tiered IVR solution on an Avaya platform, enabling multiple entry points for customer support.

Tiers are skill-based, with Tier 1 assigned to basic support and Tier 2 for complex life events, offering seamless transfer between tiers. Additional features include outbound dialing, direct access priority numbers, and Welsh language IVR support.

Automated text-to-speech solutions, including Welsh were introduced to improve consistency over manual recordings. Detailed data collection informs daily performance analysis, focusing on agent handling outcomes.

2. Leveraging the Cloud

HGS employs IEX Cloud WFM and NICE Quality Central Management for resource planning and quality monitoring. Transitioning from Avaya to MaxContact cloud technology in 2023 enhanced digital accessibility. This enables bot support and future integration of sentiment analytics for deeper service insights and performance.

3. Adjustments Towards Better CX

HGS introduced WhatsApp, which gained popularity among younger demographics. Personalized email and letter responses introduced a more empathetic approach. A direct access number was added to the IVR for data collection, and a transfer system enabled self-service solutions to cater to vulnerable customers.

4. Team Upskilling

HGS enhanced the team’s skills to operate under a single-tier front door model within the IVR system, maintaining reporting capabilities and facilitating customers’ access to skilled assistance on their initial contact. This was made possible through comprehensive training and IVR redesign.

5. Staff Wellbeing

The agents employ active listening and open-ended questioning, utilizing a customer hierarchy-of-needs approach. Triage and probing are essential to address underlying issues. Clear communication is another critical aspect.

Agent wellbeing is a priority, which is apparent through the Mental Health First Aider training, wellbeing breaks, and compensated overtime.

6. Customer Surveys

HGS fosters financial management and open dialogue, empowering individuals to maintain control over their finances. An independent survey gauged customer satisfaction, focusing on clarity of guidance, improved financial control, and the likelihood of recommendation.


Amid ongoing COVID demand, IVR deflection addressed high travel insurance queries, freeing resources for complex needs. Lower-level IVR options were developed based on query analysis, directing callers to web support.

This, alongside a 20% budget cut, maintained service quality with HGS exceeding targets for call assessments, CSAT, FCR, and external audits.

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