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Teleperformance Egypt has been awarded Best Digital Transformation 2021 to lead the digitalization transformation and digital effectiveness in the MENA region, presented by Samsung Electronics Middle East & North Africa HQ.

Teleperformance launched and implemented the ‘Voice to Message’ digital service, deflecting the highest call drivers through non-voice channels to decrease customer efforts and increase the team’s efficiency. Over and above, chatbots have been deployed to improve the response rate to frequently asked questions, not only chatbots but on all digital channels. Although the highest volume was deflected to WhatsApp through our IVR (interactive voice response) deflection, Teleperformance has also implemented live chat to make it easier for customers to interact. We attempted to decrease the volume received by 45% from the calls to deflect on WhatsApp.

Teleperformance Deflect has played a crucial role in integration with the WAHA model, ensuring smooth business continuity and Voice Deflection, Enabling a Higher Level of Automation (Bot) Efficiency. Furthermore, with high tech – high touch approach, promoting digital channels to the customers has improved the adoption and rollout of the new services, positively impacting the brand image and market share. 

Moreover, launching “Visual Support Service” has positioned Samsung to be the first and only Telecom company to offer the Visual Support service globally. Providing diagnosis and troubleshooting in a single step, customers can open their cameras with highly secured programs Instead of sending over technicians. As a result, we achieved cost savings, a better customer experience, and a higher satisfaction rate by eliminating additional steps with this new digital channel.

Teleperformance Office Photo: Teleperformance

Evolution journey for Market Leaders

In 2011 Samsung launched Teleperformance with six agents and one supervisor. Following was the official Launch of Line 2 Line of business (Back Office) with a headcount of thirty-five agents in 2012.

By 2015 the headcount reached 180+ with back-office expansion to Include E-mail & Chat and the launch of a social media new line of business, followed by the “IVR Launch”, which was created for the C-sat Survey in 2017. Furthermore, during the pandemic in 2019, Teleperformance launched a new line of businesses (WhatsApp for Business – E-store) to adapt to the latest consumer behaviour.

Teleperformance Egypt Picture: Teleperformance

Now Samsung in Teleperformance is supporting:

• Customer Service in both “English – Arabic” languages.
• Technical Support through 5 different channels
  • Voice
  • E-mail
  • Chat
  • Social Media
  • Video “Visual Support Service”

As a result of adopting new channels and implementing the ‘Voice to Message’ digital service. Teleperformance was able to achieve:

• 50% COST SAVINGS
• 25% Increase in WhatsApp interactions
• Percentage of Digital Services increased from 15% in Q4’20 to 47%
• Introducing a new digital channel’s “Visual Support”.
• Being the first and only telecom company to offer the Visual Support service globally.
• Providing diagnosis and troubleshooting in a single step.
• The percentage of Call Satisfaction increased from 91.03% to 93.65% 
• Average Handling Time Decreased from 294 to 281 seconds.

The Implementation process was executed professionally and efficiently with a fast and smooth transition to the WAH (work at home) model, with 40% of the HC moved in the first two weeks and 100% operating from home during the lockdown. Moreover, 50% of the agents work from home post-pandemic. Also, no layoffs took place during the transitions. However, the headcount doubled in Social Media LOB (line of business) because of the increase in WhatsApp for Business interactions.

Case study

The Challenges

• A high volume of calls and high cost of voice interactions.
• Lack of adoption of non-voice channels of communication from the consumers compared to voice channels.
• Business continuity during the early days of the COVID-19 pandemic.
• Egypt has not been well versed in the implementation of the work-at-home model.

The Solution

• Diversify existing business model with digital channels.
• Design and implement the Teleperformance Voice To Messaging Solution.
• Deflect voice interactions to non-voice channels while educating customers on the process.
• Customers enter their number through an IVR path to continue the conversation on WhatsApp rather than holding.
• TP Egypt customized this for Samsung with the IT team in Egypt within six weeks, cutting the initial integration cost by almost half.

The Results

• Increased customer satisfaction significantly.
• Lowered the cost by almost 50% with a sustainable option
• The WAHA deployment was successful, with 100% of the operations working from home within only two weeks after the transition, overcoming the network and connectivity challenges, sustaining the security and functional integrity standards, and managing the operations remotely.
• Agents trained in new technologies.
• As a result of voice to non-voice deflection, WhatsApp for Business interactions increased from 200,000 to 800,000.
• Average CSAT scores went from 91% in 2019 to 93%.
• Customer NPS score from 26% to 60%.
• Samsung Egypt awarded best practice for implementing WhatsApp for Business.
• Global rollout across every Samsung location.

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