How the work of the new Volia call center in Khmelnytsky is arranged


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Like any other major telecommunications operator, Volia is constantly facing

with the problems of their subscribers. Now the market of Internet providers in Ukraine is experiencing not the best of times: high competition and low margins (you remember that we have one of the lowest rates of Internet access cost in the world) against the background of the constantly growing needs of users in high-speed Internet for viewing video. Despite all the troubles, Volya continues to develop the company - in November it shared a license with it (along with providers Vega and Lanet) operator lifecell and now the company offers its subscribers also mobile communication. Two years ago, the provider created a new call center in Khmelnitsky. Today it has reached the “design capacity” and serves 200,000 subscribers per month. Revision gg visited this division which the company itselfcalls innovative and ready to share what he saw with her most inquisitive readers in the world. We learned how much it cost to open a call center, why it is located exactly in Khmelnitsky, how much ordinary employees of a call center earn, how they are taught to work with customer objections, what words and phrases are banned and what else they do besides recommending to turn off and turn on the router . Why exactly Khmelnitsky

Before opening your own call center in KhmelnitskyVolya used the services of external companies that provide call centers on outsourcing terms. Own call center was needed to better control the situation and increase customer satisfaction, which has significantly subsided during the previous turbulent years of development and absorption of small market players across the country. According to company representatives, there are about 500 active call centers in our country. Khmelnitsky was chosen for several reasons: firstly, in this city there was not one of these number centers. Accordingly, there is no big competition for employees (and for their salaries). True, this also meant that there was no qualified staff, but the company was ready to invest in their training. Secondly, the majority of residents of the region are equally fluent in Ukrainian and Russian. Another reason for the “relocation” of the call center to the province was the increased (according to company employees — twice) the staff turnover in the market. Therefore, they have relied not only on training, but also on retaining employees along with career opportunities.


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Today the call center "Volya" in Khmelnitsky isa million dollars of investment, 1,200 square meters of office space located on three floors of the building on Prospekt Mira. 175 jobs (in the pictures below) for operators and a staff of 200 consultants.


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What was done

Company employees talk about project implementationprioritization of calls of subscribers (that is, a special program assesses the importance of calls and distributes them among the operators of the center). Recycled voice menu (IVR - Interactive Voice Response, what is colloquially called "Robobab"), making it (of course) easier. And they launched “Troubleshooting Soft” - an interactive assistant for solving technical problems of the subscriber, which simplifies the work of the operator and speeds up his response. This made it possible to halve the average time for solving a subscriber’s question, and to reduce the number of switching to technical specialists threefold (by the way, they are still in Kiev and answer calls from the capital’s office). The CSAT index (customer satisfaction, user satisfaction) of the call center is now 9.2 points on a 10-point scale. Another metric - NPS (Net Promoter Score - the index of readiness to recommend the services of the company to its surroundings) has grown from 2012 from -34% to 47% in 2017. These numbers relate to their own staff of the call center, but representatives of Volya say that, firstly, the study was conducted anonymously, and, secondly, NPS is slightly different among subscribers, maintaining the same dynamics of change over the past 5 years.


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For those who want to know more: what is CSAT and NPS, and how are they calculated

Every time you get a call from anyCompanies and asked to evaluate on a 10-point scale anything related to impressions from the service, this means that your answer will be used when calculating one of the metrics that allow you to evaluate the work of support staff. If everything is simple with the Customer Satisfaction Index (CSAT) - it’s just the arithmetic average of all the ratings, then the NPS is calculated a little more complicated. Only scores of 9 and 10 points are taken into account. A score of 7 and 8 points is not used in statistics in general, and the final figure is the difference between the number of marks 9-10 and marks 1-6, expressed as a percentage. Thus, if there are more grades from 1 to 6 points than grades 9-10, then the NPS index is negative. Accordingly, in the opposite case - positive.

How much do call center employees earn

In addition to the official salary of about 6,000 hryvniaCall center employees have a flexible bonus system that allows them to receive up to 10,000 hryvnia per month (those who sell can earn more, sometimes 2-3 times). Representatives of the company say that “Volya” in one fell swoop became one of the largest legal employers in Khmelnitsky. On the information boards located on each floor, there are messages and tables with open numbers. In my memory, for the first time, the company not only declares everything transparently, but also makes it possible to photograph everything to journalists.


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How the company motivates and encourages career growth of call center operators

All over the office hang signs that highlightindividual employees. Experienced operators who are always ready to help come with signs of “1st Call Assistant” (assistant for the first calls). The best sellers of the month are marked with the sign “Shark of sales”, those who scored the most hours of work at night - “Owl of the month”.


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In the call center, a system of internaldevelopment, allowing the most active and ambitious to get career growth in the company. 15% of employees receive a promotion during the first year of work. For 2 years of work of the call center, 27 of its employees have moved to work in other divisions of the company, and all 100% of managerial positions are closed by candidates who are promoted and not hired.

Volia is ready to invest in training and developmentstaff, managers say that the profit from the work of the call center is growing faster than the cost of it. The training program for beginners takes 2 weeks, only after that they are released in the "field" for answering calls. In parallel, there are 70 hours of training and 10 hours of distance learning throughout the year. The new employee leaves for planned indicators of work in 2 months from the beginning of work. The head of the call center, Nikolai Umanets (in the picture), says that in two years the company has become much more flexible in approaching the work schedule of the employees - they can choose a convenient working time and number of hours.


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In 90% of cases, their requests for work schedulesare satisfied. Those who work at night shifts are offered a shuttle service to work and back home by taxi. And even just 2 hours of work at night is more profitable for the company than additional waiting for the client on the line. At the same time, vacancies are always open at the call center, and Khmelnitsky residents no longer need to travel to neighboring countries for seasonal work - well-paid jobs can be found in their hometown without losing contact with the family.


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In the call center, gamification of work inin the literal sense of the word. In addition to the plates at workplaces, everyone participates in the office game “World of CallCraft”, raising its status and tracking its dynamics in comparison with its colleagues.


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There is a small improvised hall in the office.for sports. This is a small room with simple equipment. Table football, as we were told, is here temporarily - it was moved here because of the visit of journalists, in order to make room for the briefing.


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There is an office and its own kitchen. Spoiled residents of the capital are not surprised by such an innovation in the office (see our virtual excursions to the offices of Kiev IT companies), but for the regional center with a population of only 260,000 people, this is another argument for finding employment.


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How does the work with the objections of customers

The most difficult part of the operator’s work iscustomer objections. Almost every workplace has lists of prohibited phrases. That in no case can not speak to the subscriber, and which phrases are better to use instead of prohibited. There is a sign with a comparison of similar (mobile communication + Internet + television) offers of Kyivstar, which, one must assume, is considered the main competitor in the promotion of integrated services.


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A few more pictures that convey the atmosphere of the call center. This is the place of the head of the unit. But not the workplace itself is interesting, but the information on the board.


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In particular, I was curious to see this:


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In the office hangs a small bell. It is called every time a telemarketing employee’s conversation ends with a new subscriber. This happens, as we were told, about 3000 times a month.


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In addition to motivating messages, in the office you can meet and such.


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Meeting rooms are named after Volya TV channels.


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What results have been achieved

“Volya” declares (here we are talking more about the complex indicators of the company, and not just the work of the call center) the following results:

  • the subscriber’s average waiting time was reduced to 40 seconds;
  • customer satisfaction rating of the company rose to 9.49 points (call center rating - 9.2 points);
  • reduced the average number of calls to the call center (presumably due to solving the problem from the first time);
  • the number of calls to the company - 28% of clients per month, of which 55% solve their problems on their own (through the user's account, application or IVR);
  • growth of NPS clients (desires to recommend the services of the company to their surroundings) +20 points;
  • 35,000 subscribers are connected to lifecell mobile service (FixMobile service);
  • FixMobile connects every 10th new “Will” subscriber;
  • The OTT user base has doubled over the year.