Client Details : A leading aggregator in food delivery
Industry : Online food delivery
About The Company : The company was one of the initial companies who stepped into the business of food delivery. With the novelty of idea, the business picked up and they grew very fast in a short span of time.
Business Scenario : Inspite of having a huge team, they were not able to manage their call duration and the waiting time for customers kept on increasing drastically. This impacted their reputation and customer satisfaction. To manage the situation, they identified new resources and added to the team. Very soon the addition of new resources and adverse business reputation started showing in the balance sheets.
What Was The Challenge? The challenge was consistent addition of resources did not improve the efficiency of the team nor addressed the concern of high call time. The investors started questioning on the overall business model of the organization and competency.
Solution Deployed :
The first step was a SWOT analysis of the business scenario discussed above. The SWOT analysis was done post critical evaluation of call quality as well as the overall process flow. Herewith sharing the snapshot of the same :
The parameters which were considered while conducting the SWOT are :
(a) Overall morale of the team members deployed
(b) Number of resources deployed at work
(c) Methodology and framework to enable the resources to perform
Below are few key points which formed the foundation of the solution deployed :
(a) Based on the focussed group discussions with the team members, it was concluded that the team was motivated and recognized to perform at work
(b) On evaluating the SOPs, it was found that the documents were very elaborate and detailed, apt for a knowledge repository. However, the SOP documents were not a ready reckoner for a team member during the call
(c) On asking the team members as to what were the challenges they faced during the call it was found that they often got lost in the process flow which further increased the time in call handling
(d) On evaluating the training framework, it was concluded that every team member underwent mandatory process training post which an assessment was taken. It was mandatory to successfully clear the assessment before being deployed in production
(e) Lastly the leadership team’s idea of including further resources to the team was evaluated. There was no scientific method deployed through which the number of new resources required were determined. It was more or less a quick fix decision that was taken to address the issue of increased call handling time by the agents
The Solution Deployed :
Post evaluating all the aspects and the key parameters, our recommendation to overcome the business challenge was as follows :
(a) Resource Optimization : The KRA for each and every resource were to be defined and productivity metrics to be aligned to the overall business goal. While defining this, the ‘need’ for every resource was to be explicitly justified with a business case indicating the role expectation from the resource
(b) SOP and Process Flow : Apart from the regular training that was already provided to the team members, it was extremely important to translate each SOP into pictorial clickable process flow. We used an online tool named, Concept Draw for the same and translated the whole set of SOPs to pictorial clickable steps. This gave the agent a free flow to the process during the call whereby reducing the call handling time drastically.
Key Benefits From The Solution :
The two challenges the organization was facing were :
(a) High call handling time of 7 minutes on an average
(b) 10% increase in headcount cost every month due to inclusion of additional resources
Within a month of deploying the solutions the business impact seen was surprisingly tremendous –
(a) The call handling time was reduced from 7 minutes per call on an average to 4 minutes per call on an average. With a consistent training on the revised SOP formats and manuals, the call handling time was further reduced to 3 minutes per call on an average
(b) From a business perspective as the call handling time was reduced drastically, it gave excess bandwidth to the existing resources. The organization could utilize this additional bandwidth towards specific org level initiatives and new product portfolio development.
(c) The deployed solution also lead to a major downsizing of the current team whereby reducing the headcount cost by 30%.
Future Plan :
For a period of 6 months from the date of deployment of the solution, we worked consistently with the leadership team of the organization whereby ensuring implementation and compliance of the same
A task force was formed who would ensure regular update of the process document and implement the same across the board.