Project Summary
Sector: Durable Goods / Home Appliances
Service Type: Inbound & Outbound Call Center, Sales, Technical Support
Language: Turkish
Service Period: 24/7 inbound, outbound weekdays 10:00 AM–7:00 PM, Saturday 11:00 AM–6:00 PM
Project Objective
To provide customers with a multi-channel experience regarding the White Goods brand’s products, services, and campaigns, increase customer satisfaction, and continuously collect feedback through the Net Promoter Score (NPS).
Pusula CX Approach
- Setup & Physical Infrastructure
- A call center area was created that is specific to the project, physically isolated, and has card access.
- Soundproof partitions from floor to ceiling, secure network connections, and central systems were installed.
- Redundant data lines and security protocols for the White Goods Brand MPLS connections were completed.
- Staff Selection & Training
- Representatives were selected from individuals with at least an associate degree and clear diction.
- On-the-job training specific to brand processes was planned in collaboration with Pusula CX trainers and the brand’s own experts.
- A one-week basic training program + continuous development training was implemented.
- The team was structured with a 15:1 representative/leader ratio.
- Technology & Integration
- Integration of the switchboard, CRM, IVR, CTI, dialer, speech-to-text, and voice analytics systems was provided.
- All calls were recorded in the brand’s VRS system.
- Real-time access and reporting flow were established via CRM.
- Quality and Performance Management
- At least 40 calls were listened to per month for each customer representative.
- 100% of calls were recorded in the brand’s systems.
- KPIs were monitored daily, and the reward-penalty system was actively implemented.
- Quality assessments were conducted integrated with the brand’s automated call pool system.
Results
| Criterion | Target Value | Actual Value | Notes |
| Inbound Average Time | ≤ 185 sn | 176 sn | Below expectations |
| Monthly Call Quality Monitoring | min. 40/agent | 46/agent | %115 achievement |
| NPS Callback Completion | %95 | %97 | Successfully completed |
| CRM Record Accuracy | %100 | %99.6 | Penalty threshold not exceeded |
| Unanswered Call Return Time | ≤ 15 dk | 12 dk | SLA met |
Factors for Success
- Highly Regulated Compliant Operations: All processes have been integrated into the brand’s quality and control protocols.
- Flexible Technology Infrastructure: Advanced technologies such as TTS, STT, and Speech Analytics have been successfully adapted.
- Isolated Secure Location: The project’s dedicated space allocation and security protocol successfully passed brand audits.
- Data Quality: Over 99% success was achieved in real-time registration to CRM, accurate coding, and customer feedback reporting.
What has been learned
- Billing and performance measurement were carried out using brand-specific formulas. Calls exceeding 185 seconds were calculated with an upper limit.
- Script compliance and CRM registration have become critical for both customer satisfaction and operational accuracy.
- The KPI-based reward and penalty system played a significant role in maintaining stable operational quality.
Customer Review
“Pusula CX has proven itself to be a strong solution partner by embracing the customer experience of the white goods brand not only operationally, but also technologically and culturally.”
— White Goods Brand Operations Management
