ESL employed Ayudar to streamline their large-scale contact centre strategy operating across several different companies with a primary presence in Asia.

“Ayudar halved ESL’s operational costs for delivering Customer Services, alongside improving productivity by 87% and reducing contact abandonment to under 0.5%. AHT was also reduced by up to 40%.”

The Challenge

ESL experienced rapid growth, using individual technologies for different customer touch points which were inefficient and out-dated.

Our Solution

Ayudar reviewed the architecture and working of the contact centre and proposed a roadmap for progression to a world-class contact centre operation.

Following this, we conducted a global Request for Proposal (RFP) to identify a technology that could provide a complete omni-channel, large scale contact centre solution. The solution needed to be able to blend voice, chat, email, SMS and social media communication.

Following an extensive RFP, a vendor was selected, and approval was gained from the board based upon significant efficiencies in operations identified.

The Results

The solution was implemented the following year under programme management of Ayudar. Within 18 months, ESL’s operational costs were reduced by 50%. Productivity increased by 87%, and contact abandonment (which was previously difficult to measure) was reduced to under 0.5%. Average Handling Times (AHT) for contacts were further reduced by around 30-40% through Computer Technology Integration (CTI) and process-driven initiatives. 

The Future

The project, which is now in its sixth year, continues to see further efficiencies. Ayudar remain at the forefront of the project, which has seen the team develop OCR solutions that read 4 million images a year, chat bots that can handle 750 concurrent chats in 3 different languages, and the facility for customers to have video conversations with agents. Alongside this, 5 social media platforms in 9 languages are handled by the contact centre, and agents are assisted in real-time using A.I. that reads every conversation and provides support.