Building a contact centre with centralised service management for SOGAZ, OJSC
To fulfil the requirements generated by business users, SOGAZ OJSC selected the option of building a contact centre with centralised service management – Integrated Contact Centre (ICC). ICC is the result of analysis of options of building a contact centre and selecting the optimal one with respect to characteristic features of SOGAZ OJSC.
The platform of the contact centre needs to be integrated with other IT systems of the company, and a number of tasks need to be solved:
- Assuring the guaranteed connection when calling toll-free numbers for each segment of customers in 24х7х365 mode;
- Introduction of control of principal parameters of telephone service and receiving joint reports on the number and quality of calls;
- Forecasting and distribution of load on telephone numbers and specialist groups;
- Assurance of guaranteed registration and delivery of messages to designated specialists;
- Setting priorities for the calls and improvement of automation.
Principal works for system deployment took six months. At the time of commencement of the project, the Customer only possessed the telephony system that did not ensure the solution of a number of problems arising during the processes of call processing and critically influencing the quality of service for customers of SOGAZ OJSC.
Creation of the call centre was carried out in several steps:
- Highlighting a testing pilot area, where all subsystems of the solution were installed and integration with other IT systems was arranged,
- Performing load tests for subsystems of the contact centre,
- Transferring the pilot area to the principal platform,
- Separating ICC divisions into individual organisational units.
As a part of fulfilling the project, a number of solutions were implemented:
- Incoming voice message processing system,
- Multimedia message processing system,
- Service quality control system,
- Reporting systems,
- Integration with OracleSiebel CRM, SMS notification and Help Desk systems.
At the second stage, the outbound dial system was designed and implemented for ICC. As a part of the works, it was integrated with Siebel CRM information system. The service quality control system was expanded by means of the personnel assessment system.
Later, in the Saint-Petersburg branch, an additional platform for servicing customers for the North-West Federal District, insured under a Voluntary Health Insurance agreement, was created based on the existing platform.
Currently, ICC processes incoming calls from:
- prospective customers interested in insurance products,
- VIP clients,
- clients insured under a Voluntary Health Insurance agreement,
- clients from different regions of the country who contact the company regarding settlement of damages,
- clients who call the hot line regarding the quality of service,
- employees of the branch who contact specialised division and the technical support service,
When a call arrives, the subsystem routes it to the required queue with the priority according to segmentation criteria based on the incoming number and, depending on the route and data received from the customer in IVR, provides the operator with information on the call and customer in the CRM system.
"These days, corporate clients rather frequently require a dedicated number and specifically appointed employees for servicing. All these factors are taken into account when distributing calls among respective groups of operators," – Georgy Chudayev, head of the Integrated Contact Centre of SOGAZ OJSC.
There are two kinds of outbound calls:
- Studying customer satisfaction,
The lists for these activities are generated in the CRM system and automatically transferred to the contact centre. The results are synchronised; report sections can be made based on them. In order to improve effectiveness, operators use conversation scenarios when communicating with the customers.
Other activities are used in parallel, for example, calling a tow truck and average surveyor to the place of a road accident.
After completion of the project for contact centre implementation, the availability of SOGAZ to customers improved by over 15%, the number of lost calls decreased three-fold, and the average wait for an answer more than halved.
The number of calls directed to the medical division amounts to about 60% of the total number. Incoming calls amount to 80–90% of the operators’ load.
"In the three years after commissioning of the contact centre, the number of contact centre operators in SOGAZ increased from 40 to 115, while the number of clients calling the contact centre increased by 4 times, and the number of lost calls decreased by several degrees. A conversation of a call centre specialist with a client lasts 2.5 minutes on average,” – Georgy Chudayev, head of the Integrated Contact Centre of SOGAZ OJSC.
About the Customer:
SOGAZ Insurance Group unites:
- SOGAZ, JSC,
- TRANSNEFT Insurance Company, JSC,
- SK ALROSA Insurance Company, LLC,
- SOGAZ-MED Insurance Company, OJSC,
- SOGAZ-LIFE Insurance Company, LLC,
- SOT-TRANS, LLC,
- SOVAG (Germany),
- SOGAZ a.d.o. NoviSad (Serbia),
- SOGAZ International Medical Centre,
- SOGAZ-Medservice Service Medical Company, LLC.
"We are trusted with their insurance protection by backbone Russian corporations and their employees. Among the customers of SOGAZ are Gazprom Group, Russian Railways OJSC, Rosneft Oil Company OJSC, Rosatom State Concern, Severstal OJSC, Evraz Group, Silovye Mashiny OJSC, United Machine-Building Plants OJSC, as well as thousands of other enterprises and organisation. Moreover, every 10th Russian citizen is insured with SOGAZ Insurance Group”. - www.sogaz.ru