Case Study: Babcock International increases lead success rate by 30-40%


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Babcock International, a UK engineering support services company, implemented a simple-to-use intelligent simple agent desktop from mplsystems; as a result of the automation they have increased their success rate by 30-40%.

Babcock’s Education & Training business provides government-funded apprenticeship and technical training to a range of sectors across the UK. Their contact centre operates in a complex sales environment with constantly changing sector and regional targets and differing eligibility criteria dependent.

Until recently, the process of generating new leads was a heavily manual one, reliant on spreadsheets and leading to inefficiencies in agent time.

Creating the agent desktop

mplsystems’ challenge was to convert the complexity of Babcock’s campaign requirement into a simple interface for Babcock’s contact centre agents. The resulting platform manages both the campaign data and lead generation process by focusing agents on specific industry sectors and regions, according to constantly changing targets. The system enables the agents to concentrate on sector requirements and interacting with employers instead of managing data; the benefit has been significant increases in calling efficiency.

Integration and automation

This solution is provided through mplsystems’ intelligentContact platform, which provides call handling applications, contact centre technology and customer experience software. The Babcock solution also utilises call recording and service quality monitoring and automatically scores calls. The system includes sophisticated reporting capabilities and wallboards. This visibility offers agent motivation as they can immediately see how the campaign is progressing and what their impact is on achieving targets, without having to ask managers. In addition, the reporting tools allow managers to control and manage growth of leads across the different regions and industry sectors.

Innovation in the contact centre

As a result of the success of the original contact centre solution, Babcock chose to implement a new system with mplsystems, BAS (Babcock AVOL System), to give them flexibility and control in another area of their business.

“We wanted a system which could adapt to what we needed as opposed to us adapting to what the system provides. We had a good idea of what we wanted, but where mplsystems really helped us was by saying ‘you can also do this’ which, from a technology perspective, were things we were not even aware would be possible in our business”, said Simon Barber, Contact Centre Manager at Babcock International Group.

BAS links directly to the Government’s Apprenticeship Vacancies On Line database and allows Babcock to raise and advertise new vacancies on behalf of employers and help them find the right apprentices for these roles. As this is a major growth area for Babcock, they were keen to find a way to automate processes and manage data in order that they could increase the time agents spend interacting with employers and apprentices without having to take on new staff. The automation between databases and call handling allows Babcock to manage the huge number of vacancies and applications and enables agents to focus on interacting with the customer and provide a better service.

To read more and also view the video case study please click here

Published On: 20th Jul 2011 - Last modified: 12th Dec 2018
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