Background
The global telecommunications company required an outsourced call center solution to effectively manage customer demands in its projects in Turkey, both inbound and outbound. To provide 24/7 service, support sales processes, and ensure customer communication aligned with quality standards, a strategic partnership was established with Pusula Customer Experience (CX).
Objectives
- Ensure fast, accurate, and procedure-compliant information flow in inbound calls
- Manage outbound activities such as sales and informational calls
- Operate support activities such as chat and back-office services
- Achieve at least 70% success in performance criteria and quality measurements
Implementation Process
1. Operational Structure
- 24/7 shift planning established for telecommunications projects
- Team management model: 1 team leader for every 20 customer representatives
2. Call Types
- Inbound: Information updates and customer transaction requests
- Outbound: Sales and information calls
- Sales: Offering and selling all products (e.g., mobile lines and home internet) by phone; additionally, campaign and product sales during inbound mobile service calls
- Chat: Handling and resolving customer requests, information, and complaints through the chat channel
- Back Office: Resolving complaint records created by customers via the call center
3. Quality and Training
- Customer representatives trained in product/service and screen management, sales techniques, and crisis management
- Pusula CX applied continuous quality monitoring and coaching to keep scorecards above 70 points
- Quick action plans and additional training sessions were organized for critical errors
4. Performance Model
- Reward & Penalty KPI: Based on monthly customer targets for FCR (First Call Resolution) and CSAT (Customer Satisfaction), a +10% reward is granted for exceeding targets, and a -10% penalty applies if targets are not met
- Incentive KPI: For AUX, absenteeism, quality KPIs, and turnover, additional incentives are given if customer targets are surpassed
Value-Added Services
- Daily analysis reports on CSAT, FCR, and Sales
- Special security protocols focused on KVKK and information security
What has been learned
“First call resolution and a customer-oriented approach begin with the proper structuring of the call center.”
For telecommunications projects, the goal was to complete customer processes while creating a positive customer experience, and to monitor employee development in this context.
Conclusion
Pusula CX established a customer satisfaction-focused call center infrastructure for the telecommunications projects, covering both inbound and outbound processes. With its performance model and quality control mechanisms, it achieved high customer satisfaction and operational efficiency.
