Case Study: Analytics | Banking & Financial
Striking the Right Balance of Operational and Performance Metrics for Optimal CX and NPS
Large payment card client finds the sweet spot through data analytics
Since 2001, HGS has provided English voice care, retention, and sales for this global financial services client. Our partnership has grown both in size and scope over 20+ years, with a current team of 600+ HGS agents offering 24/7/365 operations from the U.S. and the Philippines.
The client wished to reduce average handle time by 10% while keeping customer satisfaction and Net Promoter Score stable. To achieve this, we needed to implement a performance tracking system to monitor targeted interactions with maximum opportunities.
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HGS took a data-driven approach to balance operational and CX metrics:
First, we examined past interactions to uncover efficiency opportunities. This revealed that hold times were lengthy, and a lot of handle time was “dead air” when no one was speaking.
Through speech analytics, we learned that three call types tied to knowledge and process issues accounted for several additional seconds of handle time. We conducted statistical analysis to identify non-value activities, understanding agent effort required.
Team Leads receive alerts for long calls or hold times. Instead of deploying broad interventions across all employees, we created focused action plans specifically designed for the struggling agents. We facilitated refresher and skill programs and worked together with teams from Operations, Learning, Business Excellence, and Training to build bespoke agent and process improvement plans.
Daily customized reporting by agent/team leader enabled a rapid response to behavioral trends. For better KPI management, we ensured scoping and prioritization for seamless analytics integration, aligning leadership and business stakeholders regularly.
This analytics-enabled balanced approach produced tangible results. Average handle time decreased by 49 seconds, average dead air decreased by 12%, and first call resolution improved 150 basis points—all while maintaining customer satisfaction and NPS scores.
in average handle time (from 472 to 423 seconds)
in average non-talk time, aka dead air (from 106 to 93 seconds)
150 PTS Improvement
in first call resolution
of CSAT and NPS scores
In addition, the Confederation of Indian Industry presented HGS with a 2023 Best Practice in Digital Transformation award, recognizing our analytics program as an “Innovative Best Practice of the Right Balance Between Efficiency and Customer Experience.”