AXA Direct, part of the AXA Group has 500 staff split across two sites in Teesside. The North East Contact Centre Awards is something their contact centre team looks forward to every year, entering four to five categories historically and rewarding high performers by inviting them to the gala dinner.
AXA have entered the Dream Team category since 2011 and have always made the shortlist – so what made them stand out to the judges to make them win at NECCA 2016? Julie Mordue, Client Relationship Manager at NRG spoke to Zoe Grylls, Customer Experience Manager to find out.
2015 saw the introduction of Speech Analytics into their contact centre operation. With a shortage of the necessary skills required in the North East, Zoe went about building a brand new team with no previous technical experience, to implement speech analytics tools into their sales and retention methodology.
The team were quickly able to deliver results back to the business including a £3.1 million opportunity in inbound sales and a saving of seven FTE by exposing the barriers to self service and simplifying customers online account usability.
To ensure Speech Analytics was optimised and embedded in to their culture, by examining lessons learnt they were able to put together a plan to implement the tools and methodology across the business, in particular Speech Analytics Governance which was deemed ‘critical in risk management, progress tracking & decision making’ and the yearly roadmap based on prioritised requirements from all stakeholders, not only focused on value add campaigns but technology advancements such as integration with the quality management system in 2017.
Zoe comments “In previous years we have made a submission for the Dream Team category based on business improvement, but as the North East has some of the best contact centre operations in the UK, there is always tough competition and our submissions were not strong enough to make us stand out.”
“With a brand new team of three, no previous speech technology experience and the added challenge of learning how to maximise system capabilities whilst ensuring output exceeded business needs, we knew we were leading the way in contact centre innovation and we knew we deserved to win.”
“We wanted to make our nomination simple for the judges to read and leave them wanting to read more. We chose our most impactful results and proudest achievements and gave each one its own article in the format of the front page of a newspaper. We let the appendices do all of the talking and gave as many facts and data as we could.”
“The North East Contact Centre Awards has a special place in our hearts, it means more to be acknowledged in our own region. Being recognised as Dream Team 2016 against the cream of the contact centre crop after such a short time together makes us not only very proud but excited to see what we are capable of in the future!”
The team at AXA Teesside are currently deciding which categories to enter – Will they decide to fight to retain their ‘Dream Team’ crown?