Thursday, 03 December 2020 11:04

Optus reorganises customer support to remove 'contact centre run-around'

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Optus reorganises customer support to remove 'contact centre run-around' Image by Gerd Altmann from Pixabay

Telco SIngtel Optus has announced the creation of a "Community of Experts" which will result in every customer being moved to a dedicated team within six months.

This would mean that any time a customer calls up seeking support or any other matter, he/she would always be redirected to the same team, according to a statement issued by the company on Thursday.

"No-one wants to wait on hold, to be bumped around from agent to agent, repeating their inquiry over and over again," said Optus vice-president of Customer Care, Mark Baylis.

"We knew we needed to be better at understanding our customers and resolving their needs."

The old practice of customers getting the contact centre run-around would also be eradicated, Optus said. Barriers such as complicated phone menus and complex routing would be removed and a simpler experience, where customers were connected to the same team every single time, would be introduced.

"The Community of Experts will also offer personalised conversations and unique responses, including addressing challenges specifically faced in the region they care for such as outages, network performance or bushfires," Optus said.

"Customers can reach their community of experts 24/7 via Messaging and if they want to and reach out over the phone during the day; they have the option to do so."

Added Baylis: "We recognise getting help can come with a lot of friction points and that's not good enough. Organisations often design their operating model based on efficiencies rather than really placing customers at the centre of the experience.

"We were no different, we had our teams set up based on specific skills or channels and we knew something had to change. We needed to organise our business around what the customer needed from us. It could no longer be about us. It has to be about our customers."


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Sam Varghese

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

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