Page 408 - Operations Strategy

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case study 3 • carglass : Building and sustaining a customer-centric organisation 383
is handed to the Operations Department. The goal of the Operations Department is
to ensure that contacts with customers lead to a delighted service job. A lot of care is
taken to collect the right information (including information to assess the damage and
to identify the right glass as well as the process required) and to give the customers an
appointment where and when they want it.
The company registers all incoming calls, email messages and visits, and identifies
how many of them represent new service opportunities (see Exhibit 2). This is the
Waterfall concept. First, the Customer Contact Center monitors the percentage of
abandoned calls (e.g. these are calls that are abandoned due to a false connection or
a too long waiting time). Then it measures how many of the handled contacts repre-
sent true service opportunities. Some of the calls deal with previous appointments, for
example, a customer that asks for information or confirmation about an appointment.
These calls are not considered new opportunities. New opportunities emerge when
customers try to make an appointment for a repair or replacement. In 2009, 50 per cent
of the calls represented new opportunities. Stefaan Hermans comments:

The Customer Contact Center is actively stimulated to reduce the number of abandoned
calls and junk calls so that every net contact is a new opportunity. We are constantly asking
ourselves how we can do a better job at Carglass® so that the customer does not have to call
us for extra information or confirmations. The goal is to provide the customer with all the
right and necessary information the first time he gets in touch with us. In that way, we can
significantly increase the efficiency in the Customer Contact Center.

exhibit 2 From opportunity to job: the Waterfall concept (Figures 2009)

100%
14.9%
90%
80%
70% 35.2%

60%
100.0% 3.2%
50% 4.2%
40% 85.1%

30%
20% 49.9% 45.7% 42.5%
10%

0%
Net contacts − Abandoned calls = Handled contacts − Add, Junk, no WO = Opps − Lost Opps = Apps − No Shows = CCC Jobs

Source: Company information.

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