SUCCESS STORY: TATA SKY
Tata Sky creates visibility and improves efficiency Media company takes control of customer needs
Tata Sky offers their Indian viewers a world- “In the U.S., a customer pays about $80 to get class television viewing experience through cable TV services, but in India, it’s about $4. their satellite service. Offering superior digital It’s extremely competitive and we can’t be in quality picture and sound, Tata Sky aims to the business to answer phone calls,” said N. empower the Indian viewers with choice, control Ravishanker, CIO, Tata Sky. “We need to provide Customer: Tata Sky and convenience through a wide array of great customer service as well.” Industry: Media programming choices and interactive features. Location: Mumbai, India Viewers can enjoy a variety of channels ranging Tata Sky had outsourced their customer from entertainment, sports, movies and experience operations and were looking to Challenges: music to news and documentaries. Based in in-source their technology to gain better • Better control over outsourced business Mumbai, Tata Sky has established themselves control of business process outsourcing (BPO), processes and resources as a leading direct-to-home (DTH) service and to offer flexibility to distribute calls with • Find an integrated system that’s easy to provider in India. multiple service providers. They had a shared configure and offers centralized reporting infrastructure from the BPO, which did not meet • Increase worker efficiency rate from the the growing needs of their customers. Tata Sky legacy system 30% Taking back control needed an integrated system that was easy to • Reduce TCO configure, offered centralized reporting and had Tata Sky, incorporated in 2004, and a joint decent outbound capabilities. With the legacy venture between Tata Sons and 21st Century system, agents had about a 30% efficiency rate Fox, values customer experience. India has a very due to the lack of available resources. A simple competitive market for cable television and other mode, such as preview dialing, was lacking from DTH services. Customer agents and customer the Tata Sky operations. experience has undeniably become one of the biggest advantages over competitors. SUCCESS STORY: TATA SKY
Additionally, it was difficult to integrate new While the entire deployment took approximately software. Traditionally, a customer-facing 10 months, results were seen immediately. Solutions application deployment, such as executing a Tata Sky experienced the difference of having Change Request (CR), would take weeks—if a customer experience platform that gave • Genesys Customer Experience Platform not months to install. This hindered the go-to- complete visibility and control. Plus, Genesys • Genesys Self-Service market strategy at Tata Sky. Not to mention, it improved overall reporting tremendously. Due • Genesys Contact Center Modernization was imperative to integrate centralized reporting, to the Genesys self-service features, call • Genesys Reporting & Analytics which is important to understanding the business. center agent calls and full-fledged outbound • Genesys Integration calls dropped and calls went directly to agents. • Genesys Proactive Communications Overall, the complex systems and customer Customers could experience personalized calls— communication challenges affected the Tata information was now at the hands of agents. Sky bottom line. Tata Sky sought a customer experience platform that offered an entire, fully “We needed reports and specifically a cradle to integrated view of the customer experience grave report to know where a call is coming journey that could execute a customer-facing from. We found that Genesys could slice and “In the U.S., a application immediately. dice data like no other. No one else could offer this type of reporting.” customer pays about
Solution: Genesys Customer With Genesys, Tata Sky experienced the $80 to get cable TV Experience Platform following: services, but in India, • Improvement in inbound and outbound Tata Sky researched the big players in the call it’s about $4. It’s handling time by 15-20 seconds center industry and didn’t get enough confidence to run on any other platform apart from Genesys, • Improvement in interactive voice response extremely competitive given the complex integration between Enterprise by 5-10 seconds and we can’t be in the Applications such as the Siebel / Kenan • Reduction of abandoned calls in Automatic (Billing System). Speech Recognition by more than 50 percent business to answer • Reduction in the number of outbound agents A multi-channel customer service platform, by 30 percent phone calls,” Genesys had proven scalability and business continuity. Plus, Genesys has the contact center Genesys also helped: N. Ravishanker expertise, can integrate with Siebel CRM and CIO • Remove current manual tasks due to the supports Active-Active domain controllers (DCs) Genesys Computer Telephony Integration for 100 percent call center availability. Given the (CTI) with Siebel amount of call volume that Tata Sky was dealing with, Genesys was an ideal option that offered the • Reduce customer’s time spent on unwanted right visibility and control to improve efficiencies. menu options with dynamic IVR • Create better self-service success rates “We couldn’t ignore the biggest player in the • Build unified customer history and contact center industry. Their experience in the agent reporting financial, health and retail markets are highly • Establish centralized lead management impressive. We thought Genesys could provide with advanced data scrubbing rules the unified customer treatment we were looking • Reduce manageability and configuration for in a cost-effective way.” with a centralized CIM platform After the RFP process, Genesys was chosen for • Lower TCO due to server virtualization the deployment and within a matter of days, Tata Overall, the number of call center agents that Sky already saw a difference. Genesys offers the are needed to run this business will drastically following services and products to Tata Sky: come down. • Genesys Customer Experience Platform • Genesys Self-Service • Genesys Contact Center Modernization • Genesys Reporting & Analytics • Genesys Integration • Genesys Proactive Communications
Improved efficiencies for overall better customer service SUCCESS STORY: TATA SKY
“Genesys supports all our channels–email, chat, voice and social media. We have the whole nine yards with this platform to enhance the subscriber experiences. Plus, we were really surprised by the Genesys delivery and global support. The team really took their time with complex issues.”
N. Ravishanker, CIO
Complete visibility “There’s no comparison when it comes to Genesys. With greater efficiencies, we can RESULTS across channels empower our workforce to support customers across multiple touchpoints seamlessly. Plus, With Genesys, Tata Sky can rely on a completely personalized, self-service applications not only integrated platform across all service channels improve customer experience but show that to effectively meet the requirements of its 12 we’re keeping innovation top of mind. ” 96 million subscribers. overall service level increased from 77 to 96 (out of a max. score of 100) “Genesys supports all our channels–email, chat, voice and social media. We have the whole Looking ahead nine yards with this platform to enhance the Tata Sky remains optimistic about its future with subscriber experiences. Plus, we were really Genesys. In fact, the company sees additional 51 sec surprised by the Genesys delivery and global opportunities to integrate more Genesys AHT reduced by 51 seconds support. The team really took their time with products that will ultimately bring superior quality complex issues.” television entertainment and solid customer Tata Sky has seen tangible results, including service to its viewers. 50% overall service levels that went through the roof, reduced call abandonment in the voice going from 77 to 96 (out of a maximum score recognition system by 50% of 100). In addition, Average Handle Time (AHT) went from 2:52 down to 2:01. Empowered workforce offers seamless service across multiple touchpoints
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