Service resolution management — A ‘knowledge-powered’ approach
Abstract:This is a study of the results of applying an interesting approach — embodied here within a specific software suite — to service resolution management within a client's contact centres.TD Waterhouse UK, part of the Toronto Dominion Bank Group, is one of the UK's largest execution-only brokerages. The business has 3.3 million customer accounts and assets under management of 130bn, and handles daily trading volumes in excess of 15m. TD Waterhouse UK also operates share-trading services for customers of NatWest and the Royal Bank of Scotland. The firm enables customers to trade stocks and shares through exchanges across the globe.To improve the operating efficiency of its two contact centres, TD Waterhouse implemented KANA IQ, a knowledge-base application that lies at the heart of KANA's service resolution management (SRM) suite. With KANA IQ in place throughout its customer support organisation, the firm has a truly multiskilled customer service workforce. Every agent can resolve customer service and sales calls across the UK client's three lines of business — quickly and efficiently.TD Waterhouse planned to go live with KANA IQ in February 2004. The countdown included a vigorous internal communications campaign to secure buy-in to the project, codenamed ‘Project Resolve’, from all levels of the business and to gather content for the new knowledge base. TD Waterhouse's objective was to use the IQ knowledge base across three brands as the only source of information for its customer service agents. That meant heavyweight input from every specialist in the firm.The results speak for themselves. Just eight months on, the knowledge base is being used to resolve successfully over one-third of all calls. Average call length has fallen to under three minutes. Best of all, importantly, customer approval rose 16 points in just three months.Journal of Direct Data and Digital Marketing Practice (2005) 7, 155–163; doi:10.1057/palgrave.dddmp.4340519
Document Type: Research Article
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Publication date: 2005-10-01
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- This title was previously published as Interactive Marketing.