The client
Our client is Asia Pacific’s leading health and wellness group, with headquarters in Australia and regional offices across South East and East Asia. This client exists to make a meaningful, positive impact in people’s lives through innovative and diversified health and wellness offerings across physical and digital platforms. With over 470 locations across Asia Pacific, the client help more than 900,000 members live healthier and more active lives. Probe CX has been supporting this client since 2007 with a team of agents who work to retain their members that wish to pause or cancel their accounts.
The challenge
The client receive a high volume of calls into the reception at their clubs daily. The challenge for them was understanding the drivers for these calls. The current telephony platform did not support intention capturing, or accurate reporting on call volumes and handling times. The client has aspirations to improve the overall CX for their club members by ensuring members are able to interact with them via the channel of their choice and freeing up experts who are face to face with clients in the clubs instead of taking calls in relation to placing a membership on hold or cancelling. In order to do this, the caller intention first needed to be understood.
The solution
Probe CX worked with the client to implement Oration by Convai, a contact center plug-in interactive voice response (IVR) solution. In their current IVR, members had three options to select from; if they were new or existing members and if they wanted to cancel. All enquiries went into the gym for the receptionist to transfer or handle. Oration was turned on for seven days in 19 clubs with a total of 5,666 valid calls received. Turning on Oration meant that all callers were asked a simple open question, “Why are you calling today?”.
The result
Out of the 5,666 calls received during this time, Probe CX analyzed 3,125 of these calls for the true caller intent.
180
seconds
seconds
233
hours per day
hours per day
145
clubs
clubs
The average handling time (AHT) for calls in club was 180 seconds, based on 75% of enquiries that can be deflected, automated or routed, this equates to appropriately 233 hours per day of receptionist workload across all 145 clubs.
From this exercise, Probe CX was able to make a range of recommendations:
Account management related intent (cancellations, freezes, refunds, update details) - should be sent directly to the member service and retention teams.
Booking related intent - a total deflection was suggested for this enquiry type with an SMS to be sent with a link to the portal/app to self service.
Opening times of a club - total deflection recommended for this enquiry type. Oration goes to Google and then reads back the opening times to the member.
