Firstsource: Reducing transfers

The pure play BPO services firm won itself the award at the 22nd Qimpro Convetion for devising ways to reduce overall transfers from an average of 24 per cent to 14 per cent for a UK-based FTSE 100 media company.

Firstsource is a global provider of business process outsourcing (BPO) services headquartered in India. Firstsource is one of India's top pure play BPO companies providing, customised process management to global leaders in the banking and financial services, telecom and media and healthcare sectors.

Firstsource's client for the project was a FTSE 100 media company a leading provider of DTH and Digital TV services across UK. As part of the organisational goal to deliver agreed SLAs and directly impact the end- user experience, reduction in overall transfers was identified.

During the baseline study conducted for the period of 29 weks transfers averaged at 24 per cent (ranging from 19.3 per cent to 31.8 per cent). In the course of quarterly client reviews with clients, the voice of customer (VOC) from the clients was to reduce the transfer levels to around 14 per cent, hence the project goal was to reduce the current transfer levels to sub 14 per cent. The problem was seen to be across all levels of advisors and team.

A brainstorming session was conducted to identify the root causes which were driving high transfers. The team comprised of the Champion, project leader, project team, process SME (subject matter expert), quality team and high performing advisors from the floor.

Once the solutions were finalised, appropriate implementation plan was developed with the help of the project champion, sponsor and respective department owners.

Benefits:
The most tangible benefit was more than 50-per cent reduction in the total calls transferred out of the estate and a reduction in the DPMO from 999924 to 99284. The improvements helped the company in avoiding a potential cost of $2 million in risk and reward delivery

The success of the project also helped deliver other intangible benefits:

• The end user benefitted from
• Quicker Query resolution
• Improved customer experience
• Positive impact on customer loyalty
• Increased first time resolution

The client was happy as it gained from:

• Reduced customer complaints
• Increased brand value and loyalty
• Reduced repeat calls thereby reduced cost per call

A happy client helped Firstsource create:

• Stress free work environment for its employees
• Team involvement helped – develop a quality culture 
• Process improvement capability demonstration to client

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