Case Study: Non-Profit Organisation Boosts Productivity

WGHB has improved agent productivity and the customer experience with help from NewVoiceMedia.

WGBH delivers educational content, and as a dual licensee, it provides the New England region with both PBS and NPR content, operating 11 TV stations and three radio stations.

As a non-profit organisation, it relies heavily on donor support and maintaining a close relationship between the brand and its 120,000 members.

The solution

With ContactWorld for Service technology, agents at the Boston-based public media powerhouse have greater access to customer data. They also have increased flexibility of handling and routing calls, so they can deliver customer communications that foster customer loyalty.

“People have a very close relationship with the WGBH brand, and want to have a dialogue with us. We needed to find a more efficient way of handling incoming calls – better segmenting and routing to improve agent productivity and member engagement,” said Becky Levy, associate director, member services and development operations at WGBH. “We had a vision of what could be done, but lacked the right technology. ContactWorld offers us everything we need so that we can best respond to and engage with our community.”

The benefits

Previously, WGBH had an impersonal and complex IVR for call routing. But it now has the ability to personalise engagement, based on Salesforce data, and automatically route each call to the most appropriate available agent, improving the experience for members, prospects and agents.

In addition, cloud infrastructure provides the flexibility to quickly modify routing rules, which reduces IT costs and offers a reliable disaster contingency plan by enabling agents to work from any location or phone.

Within the first six months of implementing the technology, the company has seen results. ContactWorld for Service’s reporting system has helped WGBH better forecast call volumes and allocate the right number of staff when needed. Additionally, its real-time reporting has improved team performance.

“WGBH is in the loyalty-building business and demands technology that can deliver on that need. We are delighted that the company selected our ContactWorld for Service solution to transform its call centre operations and elevate the customer experience,” said Jonathan Gale, CEO at NewVoiceMedia. “Our technology provides WGBH with the resources it needs to build a more personalised customer relationship, while securing its future as the largest membership organisation in New England.”

For more information about NewVoiceMedia, visit their website.