Client Overview

Revolutionizing Online Services Support

A leading global web services provider faced the dual challenge of rising operational costs and the need to enhance revenue generation. Renowned for its domain registration, web hosting, and e-commerce solutions, the company aimed to balance cost efficiency with exceptional customer experiences. By partnering with Sutherland in 2019, the organization sought to reimagine its support operations to align with its strategic goals.

The Challenge

Balancing Cost and Revenue Objectives

The key challenge was twofold:

1. Rising Operational Costs: The company needed to streamline expenses without compromising service quality.
2. Revenue Generation Pressure: While maintaining a high standard of customer support, the organization wanted to empower its support agents to identify and act on sales opportunities during service interactions.

The organization required a partner capable of transforming its contact centers from cost centers into profit engines while maintaining high levels of customer satisfaction (CSAT) and Net Promoter Scores (NPS).

The Solution

Driving Transformation with Innovation

Sutherland collaborated closely with the client to implement innovative strategies that redefined their contact center operations. These solutions included:

1. AI-Powered Agent Support for Smarter Sales

The development of “Gabby,” an AI-powered Agent Assist Tool, was a game-changer. Gabby provided real-time insights and recommendations, enabling agents to:

• Identify sales opportunities more effectively.
• Reduce handling times for faster resolution.
• Maximize revenue capture during customer interactions.

2. Recruiting and Training for Technical Sales Excellence

Sutherland introduced targeted initiatives to elevate agent capabilities:

• Optimized Recruiting Profiles: Agents were selected based on their aptitude for technical sales, ensuring alignment with the dual focus on support and revenue.
• Enhanced Training Programs: Training emphasized technical sales techniques, including account reviews and product optimization opportunities.
• Role-Playing Scenarios: Real-life simulations were integrated to build agents’ confidence and proficiency in navigating sales conversations.

3. Customer Segmentation for Focused Engagement

Specialized teams were established to cater to different customer segments. High-value customers were prioritized, ensuring tailored support that fostered retention and revenue growth.

Implementation

Aligning Processes with Strategic Goals

The solutions were deployed across contact centers in the Philippines, Colombia, and Malaysia. Implementation highlights included:

• A phased approach to gradually transform support operations into revenue engines.
• Integration of advanced analytics to continuously refine strategies.
• Alignment with the client’s long-term objectives for cost reduction and revenue optimization.

The Outcome

Significant Impact Across Key Metrics

The transformation delivered impressive outcomes over three years (2021–2024), showcasing the effectiveness of Sutherland’s approach

Financial Performance

• 65% Increase in Conversion Rates: Sales conversion rates rose from 5.8% to 9.6%.
• 241% Growth in New Sales per Call: Revenue per call increased from $3.62 to $12.36.
• Revenue Growth: In 2023, $37 million in revenue was generated against an invoice of $22.1 million. Projections for 2024 indicate $55 million in revenue, a 49% increase.

Enhanced Customer Experience

• 13% Improvement in NPS: The score improved from 61.1% to 69.3%.
• Customer Success Focus: The shift from standard customer care to customer success ensured long-term relationships and loyalty.

Key Insights

Lessons from the Transformation

1. Collaborative Innovation Drives Results: Close collaboration enabled tailored solutions that directly addressed the client’s challenges.
2. AI’s Transformative Power: Tools like Gabby showcased the potential of AI to enhance agent productivity and support revenue goals.
3. Dual Focus on Cost and Revenue: Aligning strategies to address both objectives was crucial to achieving sustainable growth.
4. Specialized Support Models Work: Segmenting teams to focus on high-value customers amplified engagement and retention.

Conclusion

A Model for Transformative Success

This case study highlights how Sutherland’s innovative approach enabled a global web services provider to achieve significant cost savings while transforming its contact centers into powerful revenue generators. By leveraging advanced technology, refined training, and targeted segmentation, Sutherland not only enhanced the client’s financial performance but also elevated customer satisfaction metrics. This collaboration sets a benchmark for organizations aiming to balance operational efficiency with revenue growth.

Services
Artificial Intelligence

Industry
Communications, Media, and Entertainment, Technology