While many brands are still using outdated metrics to analyse the performance of their Contact Centre, some have completely transformed their operations, simply by taking advantage of the vast amount of intelligence available to them, and using it to improve their Customer Experience. Take a look at our Top Trio of Contact Centre Trimphs to see success stories from some of the brands that have got it right - West Bromwich Building Society, Atos and Affinity Water.

2. Contact Centres are at the frontline of most businesses. They may not have a physical presence in your
customers’ eyes, but they’re the first point of call whenever they have a query, problem or complaint
and so can be the biggest source of insight when it comes to identifying areas in need of improvement.
So why aren’t all Contact Centres taking advantage of this?
Whilst many brands continue to measure their performance using outdated metrics like Call Handling
Time, Resolution Rates and Conversion, there are some out there that have completely transformed
their operations - simply by taking advantage of the vast amount of intelligence available to them,
and using it to improve the Customer Experience.
To help you bring your Contact Centre into the 21st century, we’ve pulled together a top trio of
Contact Centre success stories from the brands that have got it right - West Bromwich Building Society,
Atos and Affinity Water.

3. THE CHALLENGE
Customer service has always been at the heart of West Bromwich Building Society, but with a busy Call Centre
answering up to 1,000 phone calls a day, using mystery shoppers to measure their performance was no longer on the
money. Rather than using an outdated tick box model, West Brom wanted to break the mould and capture feedback
straight from the horse’s (or customer’s) mouth in real-time, allowing them to use the insight to keep their busy
teams engaged and influence change.
THE SOLUTION
West Brom implemented Rant & Rave’s Fast Feedback solution to capture feedback from their real-life customers,
instead of relying on their Mystery Shopper Programme. Immediately after speaking to an Agent, customers are given
the opportunity to be transferred through to a recording line where they can rate their experience on a scale of one
to five and verbally record their reasons as to why in their own words. All of the feedback is then analysed through the
intelligent Sentiment Engine and presented back to West Brom in real-time on a personalised dashboard, allowing
Contact Centre staff to log in and view the comments made about them. If any negative feedback is left (or if
someone rates their customer service as one or two), key personnel are alerted so that they can deal with the issue
promptly before it becomes an official complaint.

4. THE RESULTS
By alerting staff to negative feedback, West Brom are now able to respond to their unhappy customers promptly,
dealing with their issues in a way that they wouldn’t have been able to do before. Morale is now much higher, with
inter-team competitions creating a buzz around the office and encouraging employees to deliver the best possible
Customer Experience.
“Not only does Rant & Rave give us a great quality of information but it’s confirmation
that we deliver a great service to our customers. We use the feedback to celebrate the
great work our team have done and to reward them for it.”
Nigel Owens, Head of Contact Centre, The West Brom
1,000 calls answered per day with
a 15-20% response rate
Real-time insight from real
customers
Unhappy customers rescued
Ability to respond to any issues
before they become complaints
A consistent satisfaction rate of
4.8 out of 5
Dramatic boost in staff morale

5. THE CHALLENGE
French IT giant Atos has over €10bn in revenues and 86,000 people in 66 countries... but when it comes to feedback
on its services, only one person matters: the customer. Working with the likes of The Home Office, NHS Scotland, and
the Ministry of Justice, collecting feedback from a high-end B2B audience proved difficult - these are busy people and
getting their attention is costly (£50 per individual item of feedback using their survey methods!) They wanted a way
of expanding their reach and making it easier for their customers to engage with them.
THE SOLUTION
Priority one for Atos was to do everything in real-time: if feedback flagged up a customer service issue, Atos wanted
to be able to deal with it there and then, which wasn’t possible with after-the-event surveys and questionnaires.
Using Rant & Rave’s Fast Feedback solution, they took a multi-channel approach to capturing their insight in real-time.
After a customer speaks to a Call Centre agent they receive a voice message asking them to leave feedback about
their issue in their own words. Once an issue is resolved, to ensure they're satisfied, they also get an email. All
customer comments are understood in real-time and presented back to Atos on their dashboard – highlighting key
themes and problems and giving them a bird’s eye view not possible when analysing comments individually.

6. THE RESULTS
Since implementing the Fast Feedback solution, Atos has seen response rates in excess of 35% from emails... and up
to an incredible 90% through the IVR (interactive voice response) channel. By giving different people within Atos
access to the dashboard, customer feedback is now a key part of the brand’s culture. But it hasn’t just transformed
the organisation; it’s provided users with solid evidence of Atos’ capabilities, straight from the mouths of people who
matter most - the customers themselves.
“Rant & Rave is the new gold standard for soliciting, collating and analysing end user insight.”
Sam Ellis, Head of Customer Experience & Loyalty, Atos
Response rates in excess of 35%
from emails
Up to 90% response rates from
voice
Appropriate responses sent
Key themes and problems
highlighted
Satisfied users turned in to
advocates
Unhappy users rescued

7. THE CHALLENGE
Some may say water companies don’t need to worry about Customer Experience - it’s not like consumers can simply
change their supplier. However, in 2010, OFWAT introduced the Service Incentive Mechanism - an initiative put in
place to improve customer engagement, or face financial penalties.
Affinity Water was already monitoring customer feedback via a bi-annual telephone survey. But the lack of timeliness
and length of the questionnaire meant it wasn’t providing the most effective analysis. They wanted to go one better,
and demonstrate that they were actively listening and responding to their customers' feedback in real-time.
THE SOLUTION
Using Rant & Rave, Affinity Water now text their customers after a Call Centre interaction or visit from a community
based technician, asking them how likely they are to recommend the water provider (measuring their Net Promoter
Score) and why. All of the comments are analysed in real-time and fed into their Fast Feedback dashboard, providing
them with all the information they need to respond to issues quickly and continually improve their service.

8. THE RESULTS
Using Rant & Rave, Affinity Water now text their customers after a Call Centre interaction or visit from a community
based technician, asking them how likely they are to recommend the water provider (measuring their Net Promoter
Score) and why. All of the comments are analysed in real-time and fed into their Fast Feedback dashboard, providing
them with all the information they need to respond to issues quickly and continually improve their service.
15% response rate from
customers
Over 36,000 responses gathered
each year
NPS score used to influence
company-wide bonus
Ability to predict SIM performance
to an accuracy of 0.5%
Same day call back to address
problems
35.8% decrease in complaints
“Rant & Rave is the jewel in our Voice of the Customer crown.”
Affinity Water

9. Want to know how Rant & Rave can help?
We’re always on the lookout for brands with the same ethos as us - those who aren’t afraid to think
outside the box and do things differently. So whether that’s already you or you’re looking for some
inspiration, we’d love to be a part of your plans.
Call us on 02476 011 911 or email us at hello@rantandrave.com
www.rantandrave.com
Our Contact Centre Clients Include...

10. www.rantandrave.com
hello@rantandrave.com
+44 (0)2476 011 911
Copyright © Rant & Rave 2015
@RantandRaveUK
/rant-and-rave
+RantandRaveUK