Trimark and Customer Service Analyzer
The analytic application is yielding big returns for Trimark call centers
Trimark before Customer Service Analyzer:
- Complex call center network
- Thousands of calls per day handled by multiple agents
- Manual processes and paper reporting
Trimark with Customer Service Analyzer:
- Lower costs and better service
- Call and problem patterns revealed
- Staffing based on more accurate demand projections
Before using Customer Service Analyzer, the big issue facing Trimark’s call center management was not lack of information, but how to make sense of the daily flood of data. Reams of information arrived from the telephone switch and from tools like Vantive, but they had no way to pull the information together and quickly turn it into knowledge.
Fast assessments are key to Trimark’s success. Trimark Investment Management, Inc. is Canada’s largest independent mutual fund company, with $29+ billion in assets and over one million unit holders. Whether it’s fund management or customer service call centers, Trimark’s business is assessing and understanding the needs of customers.
"Customer Service Analyzer lets managers analyze all areas of their customer service operations on a timely basis. The benefit of Customer Service Analyzer is it frees up managers from collecting data, so they can analyze and act on the data, and become proactive to service, cost, and resource issues."
To better serve their customers, Trimark created a complex, two-tier call-center network. The first tier handles 85% of calls, while those requiring specialized knowledge are redirected to one of the second-tier call centers, attached to the departments containing the required expertise. On average, Trimark receives 5000 calls a day, fielded by 75 agents. During tax season demand peaks at 8000 calls a day, requiring 125 agents.
In the past, Trimark relied on manual call tracking processes. Call center supervisors would enter data into spreadsheets by hand, massage the numbers for performance statistics, then print the reports.
Today, Trimark uses Customer Service Analyzer in innovative ways to ensure customer service quality, enhance agent effectiveness and promote overall efficiency in its call center. The application has become indispensable in giving Trimark a complete picture of its call center operations.
"Customer Service Analyzer creates dynamic reports we can use and interact with."
Phill White
Customer Service Director
Trimark Investment Management, Inc.
Trimark continues to use tools from several vendors. A Lucent phone switch traps call data, then feeds it into an Oracle database. For contact management, Trimark uses Vantive, and for certain small reporting tasks, they still use Excel. But Customer Service Analyzer brings it all together.
Every night Trimark downloads call data for analysis of performance. Customer Service Analyzer smoothly consolidates data from multiple disparate sources: Oracle, Vantive, the phone switch, the Teknekron call monitoring system, and the Imaging workflow system. It even maintains a master dictionary on the Oracle database.
Customer Service Analyzer does the analyses you expect from an application with the power of an OLAP tool, and it delivers the results without the headaches.
Customer Service Analyzer lets Trimark go beyond standard call-center statistics to get a true business perspective on call-center performance. Trimark relies on Customer Service Analyzer for monitoring and reporting:
- Total Service Factor (TSF) — measuring calls answered within Trimark’s service objective of 20 seconds.
- Contact management — monitoring agent/client contact to identify which relationships are smooth and which need strengthening.
- Agent effectiveness — ensuring quality in agent activities, by giving them feedback on technique and time use.
- Productivity — measuring agent and call center productivity, by showing individual agent and call center performance metrics.
Customer Service Analyzer provides new insights into call center operations, and presents a consistent view of the results to staff at all levels. Graphical analysis of call volumes, problem types, and agent performance let Trimark forecast and deliver the kind of service that customers want, when they want it. The application allows Trimark to apply their insights in new ways that improve business performance.
Before Customer Service Analyzer, it was difficult for Trimark to isolate trends in the call center, and to drill down into service issues to uncover the root causes of pressing problems. With Customer Service Analyzer, all the information for the call center is consolidated in an application that allows managers to select the level of detail they need to understand and solve a problem.
Customer Service Analyzer delivers results immediately. For Trimark, the benefits go beyond the time and effort saved in gathering call-center data. It’s the business insights into call-center performance that are truly valuable.
Now, wouldn’t you like to see how Customer Service Analyzer can save you time and money while improving service to your customers?
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