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CASE STUDY: CUSTOMER JOURNEY MAPPING ECOSYSTEM IN A CALL CENTRE

Client Overview: – Our client was a large medical aid administrator of multiple private medical aids with a centralized call centre.

Reasons for undertaking a Journey Mapping workshop – The call centre could not expand due to office space restrictions, which put direct pressure on them finding a way of reducing calls. There were financial reasons as well (efficiency and cost reduction) but the trigger was the space problem.

Journey Mapping Findings – We conducted an Importance/Performance analysis on the types of inbound calls and identified the largest single category was confusion on the customers’ statements. We mapped the process to find the biggest query was on Debtor/Creditor confusion. Call centre agents stated once they had explained Debtor meant the customer owed the medical aid money the call was quickly wrapped up.

We mapped the ecosystem behind this to find the accounts department had created the statement. They labelled the debtors/creditors column from their perspective.

A suggestion from a brainstorming session suggested we change the column labels from Debtor/Creditor to “You owe us”/”We owe you”. We asked the call centre agents whether this would work in their opinion, which they all thought was a great solution

We tested the solution on one medical aid and monitored the queries of that medical aid to others. The call volume for that medical aid dropped by nearly 20% overnight, especially around the time the statements arrived in the mail.

Journey Mapping Impact – The solution was rolled out to the other medical aids and the resultant call volume drop took a lot of pressure off the call centre agents. They did not have to increase the call centre during peak times. There was a significant savings from not having to pay overtime wages and the call centre was able to put off expanding the number of seats.

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