Cell C`s investment in new call centre technology, staff training and development increased by more than 80% over its last financial year.
Cell C lags Vodacom and MTN in terms of subscription figures and is determined to increase its numbers by improving its call centre`s service levels and turnaround time.
Cell C`s head of customer care, Faye Joubert, says Cell C has upped its call centre complement to 450 personnel working in two shifts around the clock in Midrand and Durban.
Joubert says: "We have made a multimillion-rand investment in the training of call centre staff who are equipped with the latest in CRM tools. A call routing system from Avaya allows us to tailor individual customer interactions with an interactive voice response (IVR) system, which will be implemented to provide customers with a self-help service.
"The IVR service facility is important," says Joubert, "because it empowers customers. They can get answers to basic questions or queries without having to deal with an agent."
According to Cell C, its turnaround time on cases that cannot be resolved immediately is 48 hours, but on average, cases are usually handled within 12 to 24 hours depending on their complexity. "With our improved call centre, we have realised a more than 30% increase in service levels in key segments, which is a remarkable development," Joubert adds.
Cell C has introduced a premier service desk utilising its top agents to resolve complex customer issues. "This is similar to an exclusive private banking relationship where all aspects of account management are handled in a personalised and priority manner," says Joubert. "This call handling system is programmed to recognise the cellphone numbers of these key customers and route their calls to the priority service desk which enjoys an average call answer time of less than 20 seconds."
More than 40% of Cell C customer base has been lured from competitors, according to Joubert.
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