Case study: Outsourcing of hotline and telephone customer service in CANAL+

Channel+

Llider in the international market of the media and entertainment industry, offering satellite and cable TV packages as well as a streaming platform. It offers digital content including movies, series, sports, documentaries and other programs. Canal+ is a company with a customer base that includes subscribers around the world.

After-Sales by External Entities

Due to the constantly growing number of subscribers in Poland, Canal+ decided to transfer part of its hotline and after-sales services to external entities. This step was a guarantee of an easier, faster and more convenient way of getting things done by customers, and at the same time it was supposed to increase the level of satisfaction of the customers of Canal+ services.

findings

The assumptions of the external hotline and after-sales achieved the assumed results in the form of improving the quality of customer service. Customer service is faster, and reported cases are solved most often in one contact with the hotline.

The process of choosing an outsourcing company

Our Business Partner was guided by the following business objectives:

• Profit: Through outsourcing, transfer of part of the services to an external Contact Center, including after-sales. Canal+ wanted to focus on implementing attractive novelties in its offer, without losing quality customer service. The external CC was supposed to support the process of instant elimination of possible failures in subscribers, respond to any queries and, by the way, inform about new offers. These activities were expected to have a positive impact on customer satisfaction and regularly increase the value of the Canal+ portfolio.
• Operational efficiency: Outsourcing Contact Center was to support Canal+ in focusing on the end result and achieving professional and effective service. A professional team of suitably prepared consultants was supposed to handle each type of application. It was designed to effectively remove technical difficulties, prevent complaints, while saving the time necessary for dealing with more complex cases.
• Scalability: With outsourcing, Canal + wanted to adapt the size of the team serving customers remotely, in a very flexible way, to the volume of traffic generated. The company wanted to easily introduce changes and additional services, because depending on the needs, the external Contact Center should be able to launch a team that will receive every call, every email or message in the chat and provide detailed information on an ongoing basis to each interested subscriber.
• Cost control: Outsourcing was supposed to strengthen the process of optimizing and reducing the costs associated with maintaining and managing the customer service department. Recruitment, training and implementation, development of team competencies or provision of adequate infrastructure are just some of the costs transferred from Canal + to an external company. Regardless of all the variables in the market, Canal+ outsourcing pays for the actual hours worked and is able to plan these expenses with great precision, which facilitates cost control and reduction, and thus improves the company's financial liquidity.

The implementation of outsourced Contact Center services is a strategy for Canal+ focused on its key needs, which simultaneously improve customer service and operational efficiency.

Stages of implementation

1. Analysis and planning, that is, a precise determination of the needs, responsibilities and next steps of implementation. At this stage, representatives of each department of our Contact Center (Contact Center Coordinator, IT, infrastructure department, analysis and reports department, as well as recruitment and training department) together with the Client discussed and determined the scope of action and deadlines for the next milestone steps. Dozens of emails sent, recurring conversations and face-to-face meetings allowed the trial to be completed to the proverbial last button. A clear map of the process was created, where everyone could complete the assigned tasks and add a brick to the starting project.
2. Data migration and systems integration, thanks to which the Canal+client can be served to the same high standard by Lockus consultants as the internal Canal+Call Center. A VPN channel, a backup telecommunications link, an effective CC system, access to Canal+resources, data and information security are just some of the elements that today form the foundation of our effective and efficient cooperation. Our IT department, analysis and reporting department guarantee trouble-free, uninterrupted operation for Canal+ every day, providing the highest level of service, reports and customer support tools.
3. Recruitment and Training for Consultants and Project Staff consisting in the selection of candidates according to an established profile and carrying out a series of trainings both substantive, technical and soft skills. Our Client conducted an audit of the process to avoid corrections at a later stage. The result of the audit was another motivator for us to continue — we are really good at training!
4. Conducting tests and commissioning the project - In the final stage of the process, the entire team was involved. The results of the tests indicated the directions of necessary changes and joint development of optimal solutions to achieve the intended benefits.

Results:

• Demand is delivered at times of increasing traffic — most calls from all hotline traffic are received
• Sales objectives are being met — implementation exceeding 110% of the target set by Canal+
• Increase in the volume of the Business Partner significantly exceeding expectations in this regard
• Achieve high productivity — the customer pays for real, professional service

The project has been implemented for several years. Flexibility proved to be key in the cooperation, both in operation (customer demand constantly adjusted to traffic) and in making the necessary changes in order to optimize the time as much as possible, for example, generating reports. Today, reports are delivered in real time. The effectiveness of CC is visible at any time by the coordinator on the Canal+ side, both in the calls handled and in their duration or in the conversion of sales. The entrusted KPIs are implemented. Every contact with a customer who needs help is an opportunity to better match the service package and program offer in the subscriber's subscription. The project fulfils the business objectives set by Canal+.

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