At G-Force London, Genesys Telecommunications
Laboratories, Inc., an Alcatel-Lucent company (Euronext
Paris and NYSE: ALU), recognised Ladbrokes, the
world-leading provider of interactive betting
and gaming services, as one of the world's
leading customer service organisations.
Ladbrokes was selected from more than 240
applicants as a recipient of the second annual
2007 Genesys Customer Innovation Awards.
Using technology innovatively to streamline and
optimise customer service, Ladbrokes partnered
with Genesys to transform its customer contact
centre into a Dynamic Contact Centre (DCC),
increasing customer satisfaction and improving
the contact centre's alignment with company
business goals. Finalists strive to provide
excellent customer service through the
innovative use of technology in highly dynamic
environments. Furthermore, the DCC showcases how
customer service can be elevated to a strategic
business asset designed to increase overall
customer loyalty and business value. A DCC stops
customer frustration, drives contact centre
efficiencies and accelerates business
innovation. "The goal of the awards programme is
to recognise the world's most dynamic contact
centre environments," said Wes Hayden, president
and CEO, Genesys. "Ladbrokes has strategically
leveraged the Genesys suite of contact centre
solutions to achieve an optimal balance of
customer traffic, internal resources and
business outcomes. The most universal common
thread among all of the innovators is the
ability to link business issues to customer
service, achieve optimisation and treat the
contact centre as a strategic opportunity." The
company began working with Genesys in 2005, when
it set out to simplify its customer contact
process. Ladbrokes integrated its two contact
centre sites in Liverpool and London using the
Genesys Customer Interaction Suite that
leverages the Genesys Voice Platform and
Workforce Management technologies. The
technology allows Ladbrokes to route customers
the agent best suited to assist them, and to
optimise staffing levels at various call
volumes. As a result of the implementation,
Ladbrokes has improved customer service by
consistently reducing call times, and handling
higher volumes of calls with fewer agents. After
using Genesys technology for more than 18
months, Ladbrokes' business has continued to
grow because of increased agent productivity and
a consistently high level of service. "We have
deployed Genesys technology to improve business
processes in response to continuously changing
customer demands," said Liam Hennessy, Head of
Call Centre, Ladbrokes. "And, as an extra side
benefit of technology, the focus of management's
work has shifted to more marketing and customer
relationship management activities and
significantly less on performance issues. Now,
Ladbrokes can focus on the internal processes
that will make calls even more efficient and
increase customer satisfaction further." In
defining its DCC vision, Genesys looked at the
global customer service leaders among the 4,000
companies currently using its software. Genesys
recognised that customers have started to deploy
elements of the DCC vision today, based on key
capabilities. Genesys created the Genesys
Customer Innovation Awards to recognise those
customers who are already making strides towards
creating DCCs. The programme also enables
sharing of experiences among the Genesys
customer community. Ladbrokes presented to a
panel of analyst judges during the semi-finals
at the Genesys Analyst Conference, held in San
Francisco in January 2007. It attained perfect
scores in several of the 17 scoring criteria,
including efficiency, financial performance and
customer satisfaction. Ladbrokes received
recognition at G-Force London.
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