CASE STUDY
Delivering customer delight across channels other way and 80 % of queries come in through digital channels ,” observed Naidoo .
The omnichannel ecosystem has delivered real tangible results for MultiChoice in five key areas :
First-contact resolution : Since switching to omnichannel , first contact resolution increased from 69 % to 94 %. The MultiChoice team has invested heavily in creating a Natural Language Understanding system to ensure that agents are well-trained . Agents also have access to an agent assist tool that can provide them with the most suitable solutions for a customer ’ s query . “ This approach isn ’ t document heavy ,” Naidoo said . “ It ’ s not a knowledge repository per se , it ’ s simple , interactive and gives you the right answer every time .”
Average handle times : The average handle time has improved by around 10 %. One of the features that contributed to this achievement is the ability to group tickets based on the issue . Citing an example , Emmanuel explained that : “ When it ’ s raining , most of the tickets that are raised are about signal issues . The service desk team receives it as a single ticket . When they solve it , they solve all 50 or so tickets in a single shot .”
Customer satisfaction ( CSAT ) scores : Faster resolution times and accurate responses have led to a steep improvement in CSAT . The average CSAT now stands at over 95 %.
Proactive issue resolution : Every single ticket that comes in is tagged and categorised based on different phases of the customer journey . “ The categorisation of ticket properties helps us gain a bird ’ s-eye view of which part of the journey our customers face the most issues in . For example , is it the exploration phase , the payment phase or the support phase ? This allows us to identify recurring issues and solve problems before they happen ,” added Emmanuel .
The MultiChoice team attributes these impressive results to two things : the maturity of Freshworks ’ solutions and the customer-first philosophy of the organisation . “ We don ’ t believe in tech for tech ’ s sake ,” Naidoo pointed out . “ For us , it was about understanding the common thread between what our customer needs , what our agents need and what our business needs . We were then able to customise and configure Freshworks ’ solutions to set up technical instances that could really wow our customers .”
The future of customer experience
MultiChoice continues to be a trailblazer in delivering superior customer experience . For its next chapter , the company plans to go deeper into AI and bot assistance through predictive customer engagement . Emmanuel said : “ This will help us tap into real data sources to quickly and efficiently expand our support operations , while keeping an eye on future growth opportunities .”
Support channel distribution : Opening a wider range of support channels has led to a higher adoption in more cost-effective channels . “ Around seven years ago , call-centres accounted for around 80 % of all incoming queries . Today , it ’ s actually swung the
“ The omnichannel experience for us has been a revelation . We don ’ t see it as multiple channels , we see it as a single channel located in different places . This helps us provide consistently high-quality support at every customer touch point ,” said Naidoo . p
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