Utilities, Linking Data Sources
BUSINESS SITUATION: A utility company with over 1.5 million retail customers contracted with Burke to examine how specific call center interactions were impacting customer attrition.
RESEARCH OBJECTIVES: The client wanted to minimize attrition, especially among customers with a high lifetime value potential.
METHOD: Burke conducted extensive analysis between three sets of data – internal call center metrics such as hold time and wait time, customer experience with the call center transaction measured through a survey instrument, and customer behavior such as churn measured for the post-interaction period. Analysis of tens of thousands of data point provided us with the ability to link these disparate sources of data to identify the impact of specific call center processes on customer experience, and the impact of customer experience on their relationship with the utility provider.
OUTCOME: As a result of Burke’s research, satisfaction and attrition rates improved through a differentiated approach to assigning service representatives to calls, managing wait times and executing late fee policies – based on a customer’s history with the client.