Case Study: Contact Centre Operations Hub

Overview

The Contact Centre Operations Hub (CCOH) is a bespoke, end-to-end platform designed to significantly enhance contact centre efficiency and customer experience for a leading UK-based telecommunications company specialising in integrated mobile and unified communications. By integrating cutting-edge technology with intuitive workflows, CCOH eliminates operational bottlenecks and empowers agents with real-time data, setting a new standard for customer service excellence.

Background

Prior to CCOH, our client's contact centre struggled with inefficiencies that hindered both agent performance and customer satisfaction. Manual processes, siloed data, and limited visibility into key metrics created persistent challenges. Recognising the need for a scalable, unified solution, we developed CCOH to address these pain points and align with our client's strategic goals.

Challenge

The contact centre faced several operational and technological hurdles:

• Disjointed Customer Data: Critical customer information was scattered across disparate systems, slowing down service delivery.
• Cumbersome User Management: Manual caller authentication and user provisioning increased call handling times and administrative overhead.
• Inefficient Call Handling: Agents had to manually retrieve customer details mid-call, leading to delays and frustration.
• Lack of Real-Time Visibility: Management lacked immediate access to agent performance and availability, impeding resource allocation.
• Inadequate Feedback Mechanisms: Post-call feedback, such as Net Promoter Score (NPS) surveys, was either minimal or non-existent.
• Complex Call Recording: Retrieving and analysing call recordings was time-consuming, delaying quality assurance and training initiatives.

Solution

CCOH was engineered as a unified platform to streamline operations, enhance agent productivity, and improve customer interactions. Key features include:

• Unified CRM Integration: Real-time access to customer data, reducing resolution times and errors.
• Automated Caller Authentication: Callers are verified instantly based on their support tier, minimising redundant questions and boosting first-call resolution.
• Agent-Centric Interface: Intuitive dashboards display customer history and open tickets, reducing context-switching.
• Live Performance Dashboards: Centralised wallboards provide real-time insights into agent status, KPIs, and resource utilisation.
• Automated NPS Surveys: Post-call feedback is collected seamlessly, enabling rapid response to customer sentiment.
• Simplified Call Reporting: Management gains easy access to call data and NPS analytics for informed decision-making.
• Efficient Call Recording: Recordings are organised and accessible, supporting training, compliance, and performance reviews.
• LDAP Integration: Automated softphone provisioning and role-based access simplify onboarding and user management.

Technology Stack

CCOH's robust architecture combines open-source tools for scalability, reliability, and performance:

• FusionPBX: Manages IVRs, call queues, and routing, ensuring flexible and efficient call handling.
• FreeSWITCH: Powers SIP protocol management, call control, and media streaming.
• PHP: Drives server-side operations, including CRM integrations and agent interface management.
• Lua: Embedded in FreeSWITCH to handle advanced call flows, authentication, and real-time metrics.
• Node.js: Automates NPS survey distribution and processes SMS feedback in real time.
• Metabase: Enables self-service analytics, allowing stakeholders to generate custom reports independently.
• Grafana: Delivers dynamic, real-time visualisations of KPIs and system performance.
• PostgreSQL: Provides a scalable, high-performance database for secure and reliable data storage.

Results & Benefits

CCOH delivered tangible improvements in operational efficiency and customer satisfaction:

• First-Call Resolution: 42% increase, reducing follow-ups and improving service speed.
• Customer Satisfaction (NPS): 11% uplift over 12 months, reflecting enhanced service quality.
• Agent Productivity: Streamlined workflows and real-time data access reduced call handling times.
• Data-Driven Insights: Automated reporting empowered management to make strategic, evidence-based decisions.

Impact

The implementation of CCOH transformed the contact centre's operations and customer experience:

• Operational Excellence: Agents resolved issues faster, reducing wait times and increasing throughput.
• Higher Customer Retention: Improved service quality and responsiveness fostered greater customer loyalty.
• Strategic Decision-Making: Real-time analytics and automated reporting enabled proactive management and continuous improvement.

Conclusion

The Contact Centre Operations Hub has redefined our client's approach to customer service, combining technological innovation with user-centric design. By optimising workflows, enhancing agent performance, and delivering actionable insights, CCOH not only elevates customer satisfaction but also drives sustainable business growth.

* The testimonials on this page are paraphrased and based on client feedback. Names, roles, and identifying details have been removed to protect confidentiality.