Case Study: Telecom

Reducing churn and generating revenue for a North American telco

Canadian telecommunications and media company retains more customers and increases sales with HGS

Overview

The client, one of the most well-known companies in Canada, offers a huge array of sophisticated products, plans, services, and media. This company has long turned to several BPO partners to support its retail stores, B2B and B2B customers, and prospects. Initially, the client engaged HGS to provide support with a few hundred agents. But HGS’s performance exceeds that of other sites in terms of the number of deactivations and the churn percentages we achieve. Today, HGS provides an end-to-end, differentiated customer experience with nearly 1,000 agents and manages to save more than 80% of attempted customer cancellations.

$24Kin revenue saved per day

$2M in estimated revenue generation

80%reduction in customer cancellations

Client background

A communications giant with over $15B in revenue strives to provide the best in wireless, residential, and media communication for its customers. Serving as their solutions partner for over 15 years, HGS handles customer support for the client, whose majority of sales and operations are based out of Toronto, Ontario.

Business challenge

A North American telecom and media leader needed a new strategy designed to achieve three key objectives: bolster customer retention, drive cost containment, and generate revenue. The company outsourced this business to HGS exclusively, as the only call center to handle this call type outside of the client’s own in-house call center.

The solution

Multi-site, full customer lifecycle support

HGS provides support from Ontario, Nova Scotia, and Prince Edward Island as well as through a work-at-home program employing people across the country. Approximately 900 team members handle consumer service calls for six business lines, including cable end of promotion, wireless high risk, care service (in English and French), retention, and post-sales support. The team also provides retail store and technical support.

Decreased churn

The client required a tiered approach to handling cancellation calls, and HGS was asked to implement a tier 3 call handling team to reduce cancellation rates. HGS not only demonstrated flexibility with putting a team together to handle this volume with limited notice, but we outperformed all internal sites with reference to franchise churn for both residential and wireless call volume. When the decision was made to largely reabsorb this volume internally, HGS was the only BPO partner that maintained the volume.

Support at scale

While this client initially engaged with HGS to deliver only a few hundred agents, they grew their business with us thanks to our proven ability to proactively deliver on their vision of optimized CX. Often outperforming captive sites, HGS was able to bring significant value to this client through unique programs, such as our award-winning Customer Experience Blueprint.

Using the concept of the emotional bank account (EBA) the Customer Experience Blueprint identifies models, and documents best practices for inbound calls. EBA requires that agents immediately make a deposit at the beginning of the interaction and set the tone at the top of the call.

Other HGS initiatives to provide unparalleled support include prioritized agent coaching, which focuses on helping the most influential agents in the contact center become more effective coaches to better support coworkers and direct reports.

Results

HGS provides this telecommunications and media giant with both revenue generation and savings to thrive in a hypercompetitive, regulated marketplace.

$24,000 in revenue saved per day

$2Min estimated revenue generation

80%reduction in customer cancellations

600additional agents in 4 months to provide even better financial results

65%improvement in attrition with the use of work-at-home agents

Global locations

USA • UK • Canada • India • Philippines • Jamaica • Australia