Customer Acquisition
Converting the Cost of a Service Call
to a Paying Customer
B2C Case Study #1- Major Internet Service Provider
(ISP)
Scenario
HELP DESK SERVICE
• Customer calls managed by 700 Agents Based in Five (5) Centres in Mumbai, Manila & Australia
• 90% of Customer calls relate to Level 1 Technical Support & Administration Matters
•10% Out of Scope Calls unrelated to ISP Service and as a consequence are escalated to the ‘Premium
Support’ Help Desk.
PREMIUM SUPPORT HELP DESK – (Outsourced)
• Service scope covers all non Internet operational matters such as PC Virus, Application Software
(e.g. MS Office, Browser, email, etc.) and Hardware Technical Problems including Home Networks.
• Exclusively managed by 20 Australian Agents who initially explain to the Customer why their
problem is not the responsibility of the ISP and then cover the Cost and Scope of ‘Premium Support’.
• Customers typically understand and accept the ‘User Pays’ concept and either (a) agree to pay for
Premium Support or (b) decide to resolve the problem themselves (DIY).
PROCESS
•Initial customer enquiry picked up by International Agent who troubleshoots the problem
•If problem not resolved in 5 minutes (AHT) the International agent briefs the Customer on the
benefits of ‘Premium Support’ and ‘warm transfers’ the call to the Australian Agent for resolution.
•Australian Agent explains (sells) the concept of ‘User pays’, and if customer agrees resolves their
issue either (1) by Remote log-in or (2) Onsite by booking 3rd party consultant to troubleshoot & fix.
B2C Case Study #1- Major ISP (continued)
Outcome & Benefits
SERVICE OUTCOME
•30% of Customers accepts and pay for ‘Premium Support’ with the majority opting for a long term
‘Subscription Support Package’ rather than a ‘One Off’ fix.
•‘Premium Support’ Customer Satisfaction exceeds global best practice based on Net Promoter Score.
•Over 95% of ‘Premium Support’ services resolved and closed in accordance with customer
expectations. A ‘No fix, No Fee’ Guarantee applied to the initial problem.
BENEFITS
•Increased Profits: The chargeable ‘Premium Support’ service converts out of scope service calls
from being a ‘dead cost’ to a ‘profitable’ service.
•Improved Customer Satisfaction: ‘Premium Support’ offers ‘professional resolution’ to a
technical issue, and even if the Customer declines they accept it is theirs and not the ISP’s problem.
•Reduced Help Desk Costs: Premium Support reduces AHT due to agents handing over calls
instantly an ‘out of scope’ issue is diagnosed with no wasted time placating an unhappy customer.
FINANCIAL RETURNS – Average per Day
•Revenue = $1575
•Cost Of Sale = $450 (Australian Agents)
•Service Delivery Cost = $630 (60% GP includes 12 month subscription services)
•NET PROFIT = $495 (31.5%) per Sales Agent per Day
•Criteria: Average Premium Support Service Fee = $140/Daily Sales per Agent 11.25 in 7.5 Hours
B2B Case Study #2 – Lighting Distributor
Scenario
PRODUCTS
• Customer calls managed by 700 Agents Based in Five (5) Centres in Mumbai, Manila & Australia
• 90% of Customer calls relate to Level 1 Technical Support & Administration Matters
•10% Out of Scope Calls unrelated to ISP Service and as a consequence are escalated to the ‘Premium
Support’ Help Desk.
TARGET MARKET
• Service scope covers all non Internet operational matters such as PC Virus, Application Software
(e.g. MS Office, Browser, email, etc.) and Hardware Technical Problems including Home Networks.
• Exclusively managed by 20 Australian Agents who initially explain to the Customer why their
problem is not the responsibility of the ISP and then cover the Cost and Scope of ‘Premium Support’.
• Customers typically understand and accept the ‘User Pays’ concept and either (a) agree to pay for
Premium Support or (b) decide to resolve the problem themselves (DIY).
SALES STRATEGY
•Initial customer enquiry picked up by International Agent who troubleshoots the problem
•If problem not resolved in 5 minutes (AHT) the International agent briefs the Customer on the
benefits of ‘Premium Support’ and ‘warm transfers’ the call to the Australian Agent for resolution.
•Australian Agent explains (sells) the concept of ‘User pays’, and if customer agrees resolves their
issue either (1) by Remote log-in or (2) Onsite by booking 3rd party consultant to troubleshoot & fix.
B2B Case Study #1- Lighting Distributor (continued)
Outcome & Benefits
SERVICE OUTCOME
•30% of Customers accepts and pay for ‘Premium Support’ with the majority opting for a long term
‘Subscription Support Package’ rather than a ‘One Off’ fix.
•‘Premium Support’ Customer Satisfaction exceeds global best practice based on Net Promoter Score.
•Over 95% of ‘Premium Support’ services resolved and closed in accordance with customer
expectations. A ‘No fix, No Fee’ Guarantee applied to the initial problem.
BENEFITS
•Increased Profits: The chargeable ‘Premium Support’ service converts out of scope service calls
from being a ‘dead cost’ to a ‘profitable’ service.
•Improved Customer Satisfaction: ‘Premium Support’ offers ‘professional resolution’ to a
technical issue, and even if the Customer declines they accept it is theirs and not the ISP’s problem.
•Reduced Help Desk Costs: Premium Support reduces AHT due to agents handing over calls
instantly an ‘out of scope’ issue is diagnosed with no wasted time placating an unhappy customer.
FINANCIAL RETURNS – Average per Day
•Revenue = $1575
•Cost Of Sale = $450 (Australian Agents)
•Service Delivery Cost = $630 (60% GP includes 12 month subscription services)
•NET PROFIT = $495 (31.5%) per Sales Agent per Day
•Criteria: Average Premium Support Service Fee = $140/Daily Sales per Agent 11.25 in 7.5 Hours