CLIENT SUCCESS STORY I CONSUMER … · Objective Unilever needed a consumer care operation that...
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Objecve Unilever needed a consumer care operaon that would reinforce a consistent and posive experience of its 50+ brands, known under different names, across mulple European markets. As the largest European adverser, the business needed a cross-channel engagement program to augment its Markeng, Brand, and Product Development funcons. This called for a focus on analycal capabilies to deliver insight to drive product /service improvements. Ulising analycs, Unilever also wanted to bring about a step-change in its complaint management process. Unilever also wanted to leverage its consumer care funcon to create one-to-one engagement across mulple channels, with due focus on emerging digital and social media channels. While doing all this, the company was also looking to reduce its cost base across Europe. Our Soluon Unilever appointed HGS in 2007 to support its care line for the UK & Ireland. In 2011, HGS extended its operaons to cover 10 European countries. For the pan-European operaon a ‘Hub and Spoke’ model was implemented: the London centre handling consumer interacons for the UK and Ireland, supplemented by satellite sites in Italy, France, Netherlands, and Germany. Through these centres, HGS handles over 1 million contacts a year, through voice, email, white mail, and social media. A centralised knowledge base maintained consistency in operaonal delivery. Addionally, implementaon of a central reporng portal facilitated easy disseminaon of feedback to Unilever Brand and Product Managers. Caller Line Idenficaon (CLI) technology allowed agents to answer every call with a brand specific greeng, reinforcing unique experiences across brands as disparate as Dove, Marmite, Persil, and Flora. Mystery Shopping Exercises conducted thrice a year by a third party organisaon benchmarked Unilever Consumer Engagement Centres against their competors. These yearly exercises connue to be a vital performance indicator for the centres and provide a bell weather of consumer opinion for Unilever brands across Europe. An operang model comprising agent teams with blended skill sets provided addional flexibility. To maintain the highest level of agent knowledge, HGS instuted the Employee Quality Improvement Program to mentor, monitor, and reward performance. CLIENT SUCCESS STORY I CONSUMER PACKAGED GOODS Pan-European Consumer Engagement Strategy for Unilever Mul-channel careline delivering consistent brand experiences for a consumer base spanning 10 European countries CONSUMER PACKAGED GOODS PROGRAM HIGHLIGHTS Mulchannel, Mul-lingual Pan-European consumer careline 15% reducon in cost per contact £3m savings in 3 years 15.74% above average industry score for Consumer Experience 2-me winner of Top 50 Companies in Customer Service Hailed as global Centre of Customer Excellence by Unilever
Transcript of CLIENT SUCCESS STORY I CONSUMER … · Objective Unilever needed a consumer care operation that...
ObjectiveUnilever needed a consumer care operation that would reinforce a consistent and positive experience of its 50+ brands, known under different names, across multiple European markets. As the largest European advertiser, the business needed a cross-channel engagement program to augment its Marketing, Brand, and Product Development functions. This called for a focus on analytical capabilities to deliver insight to drive product /service improvements. Utilising analytics, Unilever also wanted to bring about a step-change in its complaint management process.
Unilever also wanted to leverage its consumer care function to create one-to-one engagement across multiple channels, with due focus on emerging digital and social media channels. While doing all this, the company was also looking to reduce its cost base across Europe.
Our SolutionUnilever appointed HGS in 2007 to support its care line for the UK & Ireland. In 2011, HGS extended its operations to cover 10 European countries. For the pan-European operation a ‘Hub and Spoke’ model was implemented: the London centre handling consumer interactions for the UK and Ireland, supplemented by satellite sites in Italy, France, Netherlands, and Germany. Through these centres, HGS handles over 1 million contacts a year, through voice, email, white mail, and social media.
A centralised knowledge base maintained consistency in operational delivery. Additionally, implementation of a central reporting portal facilitated easy dissemination of feedback to Unilever Brand and Product Managers.
Caller Line Identification (CLI) technology allowed agents to answer every call with a brand specific greeting, reinforcing unique experiences across brands as disparate as Dove, Marmite, Persil, and Flora.
Mystery Shopping Exercises conducted thrice a year by a third party organisation benchmarked Unilever Consumer Engagement Centres against their competitors. These yearly exercises continue to be a vital performance indicator for the centres and provide a bell weather of consumer opinion for Unilever brands across Europe.
An operating model comprising agent teams with blended skill sets provided additional flexibility. To maintain the highest level of agent knowledge, HGS instituted the Employee Quality Improvement Program to mentor, monitor, and reward performance.
CLIENT SUCCESS STORY I CONSUMER PACKAGED GOODS
Pan-European Consumer Engagement Strategy for UnileverMulti-channel careline delivering consistent brand experiences for a consumer base spanning 10 European countries
CONSUMER PACKAGED GOODS
PROGRAM HIGHLIGHTSMultichannel, Multi-lingual Pan-European consumer careline
15% reduction in cost per contact
£3m savings in 3 years
15.74% above average industry score for Consumer Experience
2-time winner of Top 50 Companies in Customer Service
Hailed as global Centre of Customer Excellence by Unilever
CONSUMER PACKAGED GOODS
To train resources in complex, end-to-end complaint management processes ‘Laundry and Kitchen Labs’ were installed on-site to examine and test product complaints.
A custom social media reporting tool captured dialogues on Unilever brands and competitor activity across social media sites.
OutcomeWithin 2 years of operation, cost per contact reduced by 15%. The pan-European operation has delivered cost savings of £3 m in 3 years for Unilever.
Since 2007, over 24 independent Mystery Shopping Exercises have placed Unilever in the lead in overall consumer experience. Currently Unilever has a consumer experience score that is 15.74% above industry average.
The partnership won several industry recognitions notably
• Best Outsourcing Partnership at the 2015 Contact Center World Awards
• Ranked amongst the Top 50 Companies for Customer Service in 2013 and 2014
• Finalists at the 2012 and 2013 CCA Global Excellence Awards for ‘Best Outsourcing Partnership’
Today, Unilever is drawing upon best practices established with HGS to create a global focus on gathering, interpreting, and acting upon consumer intelligence. HGS’s Consumer Engagement Centre for the UK & Ireland has been hailed as a Centre of Excellence by Unilever and is a vital cog in driving Unilever’s global consumer engagement strategy.
“HGS is not our outsourcer – they are our true service delivery partner. With HGS, you are engaging with people who place your business at the heart of everything they do. The environment created by the HGS leadership team is one of true partnership.”
Linnea Johnson, Global Consumer Engagement Director - Unilever
AT A GLANCE
50+ brands, 2000 products
10 countries
7 languages
2m interactions annually
Phone, email, white mail, social media
Contact us at:44 (0)845 194 9295
UK&Europesales@ teamhgs.com
@TeamHGS
www.teamhgs.com
© 2015 HGS
About HGSHGS is a leader in optimizing the customer experience and helping our clients to become more competitive. HGS provides a full suite of business process management (BPM) services from consumer interaction solutions to platform based back office services and digital enablement solutions. By applying analytics and interaction expertise to deliver innovation and thought leadership, HGS increases revenue, improves operating efficiency and helps retain valuable customers. HGS expertise spans the telecommunications and media, healthcare, insurance, banking, consumer electronics and technology, retail, consumer packaged goods industries, as well as the public sector. HGS operates on a global landscape with around 40,000 employees in 65 worldwide locations delivering localized solutions. HGS, part of the multi-billion dollar Hinduja Group, has over four decades of experience working with some of the world’s most recognized brands.
