Overview
Our client is a global technology company that offers a suite of cloud computing, productivity and collaboration tools with a prominent offering in the digital advertising space. It serves advertisers and publishers through various ad-serving products and platforms.
We offer technical troubleshooting assistance to global publishers who use our clients' ad-serving products. The service spans channels such as email, chat, display, video, mobile InApp and other related technologies like streaming, real-time bidding and more.
The engagement provides 24/7 support across 9 global delivery locations supporting 31 languages. The delivery structure demands skilled personnel proficient in ad-serving domains and technologies, including HTML and Java CSS.
The Challenge
Augmenting publisher experience
Technology evolution demanded an agile workforce and processes to address the growth in publisher usage and support complexity. Hence, the resources are needed to develop skills progressively over many months of query handling.
The evolution and growth of technology have also created a high demand for tenured talent in the ever-changing ad technology space.
The Great Resignation of 2021 led to churn of over 50% of our skilled workforce, undermining the program's stability to deliver an effortless customer experience to the publishers.
The Objective
Enhancing publisher satisfaction across different channels and product categories
Given the circumstances, it was necessary to devise novel methods of hiring, training and upskilling newly hired and rehired resources to stabilize the program. Redesigning process workflows and employee progression programs was an essential requirement, which we could achieve through re-engineering, diligent delivery and strong governance. It also required a fine balance between cost and service quality, leading to unconventional decisions in the interest of program sustenance.
The Solution
Redesign the operating model, transform the road to proficiency and increase the capability to handle complex ad-tech publisher queries
Re-engineering operating methods:
Unlike traditional recruiting methods, we modified the talent sourcing process, revising skill requirements to bring in "right fit" talent to manage the product-driven complexity. Customer Journey Mapping led to identifying gaps and opportunities to meet these new business requirements.
SMEs and Project Managers were recruited to reinforce operational stability with identified deliverables, including building domain and effective case management. The increased cost of hiring was offset by increased productivity driven by process re-engineering and optimized staffing levels.
Improved lead time to proficiency:
We designed new simulation scenarios to aid in accelerated knowledge ramp-up during product training for new hires by reinforcing product features and providing the necessary practical exposure. Our subject matter experts designed dedicated product training modules and further calibration was done to create mini CoEs for specialized products and channel asks.
Faster resolution through better knowledge management:
We introduced intelligent decision trees to manage complex and dynamic product changes. This method aided in narrowing down the best solution for capturing the implicit/explicit publisher questions, troubleshooting guides and knowledge articles. The framework helps in seamless case management across the support tiers.
Employee-first approach:
To equip employees with the necessary skills and knowledge, we tasked SMEs with hand-holding new employees with a strong coaching and feedback mechanism tailored to the latest business needs. The coaching approach focused on managing behaviors that apply cognitive methods of transaction handling instead of repetitive/routine transaction management.
Performance management tools:
Employees are equipped with real-time performance visibility dashboards and governance mechanisms to monitor and improve individual performance.
Revamping the quality framework:
To meet the new business needs, we developed a quality management system that included customized process documentation, adherence audit and channel conversion audit framework. We also introduced an improved sampling strategy to address key drivers of publisher dissatisfaction, such as aging support tickets, troubled market sentiments and more.
Investing in automation and analytics:
The customer journey mapping also identified key areas that warranted investments in Chatbots, RPA and predictive analytics. These technologies have simplified triaging, queue management and performance monitoring, resulting in sustainable CSAT and efficiency outcomes. We introduced specific projects to govern artifacts on process compliance and generate lead indicator management protocols to keep performance variation within permissible limits.
The Impact
Transformed customer experience
Investments made in process transformation, changes in the operating model, a reimagined automation and analytics framework and focused employee talent build interventions have fundamentally transformed the business to achieve higher publisher satisfaction, improved process quality, faster turnaround times and high employee satisfaction.
Publisher satisfaction for the last 6 months
Improvement in turnaround time
Reduction in client servicing cost
Improvement in employee satisfaction
