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Client Service in Ukrainian
Contact Centers

Anastasia Gavura,
Head of distance selling services department
OS-Direct Marketing Group

In Ukraine:
• Main channels of communication with customers: telephone, Internet,
post
• Acceptable HL working schedule: Mon.-Sat. 8:00-21:00, Sun.10:00 – 17:00

• Calls with orders vs. informational calls - 30/70, rarely - 50/50.

• 65% of orders done at webpage are accompanied by a call to CC
• Average duration of a conversation with order - 2,5 - 3,5 min.

• Average cost of a minute of agent’s work 0,99 UAH - 1,87 UAH (0,097-
0,183 EUR)

How to make customers happy?
• To improve quality of CC agent’s work.

• To give a Customers opportunity to choose a
channel of communication.

• To provide feedback: to report on the status,
to inform about the changes.

• To analyze needs of the market and to adjust
quickly

Main vectors of cooperation
between CC and Clients: what to
focus on

Vector 1.
Considerable amount of calls without orders

Why do Clients call?

4% 8%
Reclamations
Questions
Instructions/requests

88%

Range of problems:
70% of calls –
informational

Vector 1.
Solution – alternative channels usage

Main reasons of informational calls:
• State of account specification
• Delivery status clarification
• Changing personal data / components of order
• Product availability checking before making an order through
another channel
But Contact Center is not calls only!

– Sms dispatches When and how to
– E-mails use them?
– Letters

Vector 2.
Working with unstable activity

What affects hit / decline in activities?
• unplanned start of marketing activities
• weather
• season
• holidays / weekends
• day of a week

Resources misallocation

excess expenses

Vector 2.
Solution – analysis of activities and forecasting

What to analyze?
• response rate from different advertising channels on different proposals
• main reasons of requests (if info-calls - to seek and to eliminate the
reason)
• variations in activities depending on external factors

CC – good tool to
make analysis

Vector 2.
Solution – analysis of activities and forecasting
What gives analysis of previous activities:
• Determination of additional requests reasons
• Timely introduction of cheaper communication channel
• Forecasts for the next period and optimal allocation of resources

Service expenses decrease by 15% on average

Vector 3.
Quality of CC cooperation with Clients
• Technical KPI
International standards are valid:
– Service Level 80%/20 sec.
– Availability Level 95%
• Quality of agent’s work with Clients

Worked out methodics of
quality evaluation for
usage!

Vector 3.
Influence of agents’ work with Clients quality control
Results which could be achieved with a complex approach :
• Service quality improvement
• Up to 20% decrease of conversation time
• Up to 10% reduction of repeat calls’ number
• Customers loyalty increase
• 30% sales level increase

Example of how to save on customers servicing:
A 3 minutes duration call costs 0.42 Euro
If agent is working properly it can cost
0,42-20% = 0,336 Euro
On 10 000 calls you save 840,00 Euro!

Vector 4.
Sales increase

Use CC as a sales tool:
• Additional sales
• Cross-sales
• Customers reactivation
• Cold DB sales

30% of additional sales is real продаж -реально
15% дополнительных

According to the research:
Quality of service in CC is increasing permanently

Thank you for your kind
attention!
Tel: +380 44 490 9087
Email: gavura@osdirect.com.ua
www.osdirect.com.ua

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Anastasia Gavura

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