MANAGING BUSINESS OPERATIONS

QUALITY CONTROL MANAGEMENT IN A BPO INDUSTRY

COMPANY NAME:- CITIGROUP GLOBAL SERVICES LTD.

PRESENTED BY:- GROUP SIX

DEVAVRAT LAD MILIND GALA 015 SRIJESH P 032 046

A-024 AA-

KSHAMA SHUKLA A-

WHAT IS QUALITY?

Ability of a product or service to consistently meet or exceed customer expectations It is a degree to which performance of a product or service meets or exceeds customer expectations. If the above difference in performance is zero expectations have been met, difference is negative expectations not met and if difference is positive performance has exceeded the expectations. Quality is measured on different parameters for Products & Service.

DETERMINANTS OF PERCEIVED SERVICE QUALITY

Word of Mouth Personal Needs Past Experience

Expected Service Service Quality Gap

External Communication to Customers

Perceived Service Quality

Perceived Service

PROCESS MODEL FOR CONTINUOUS MEASUREMENT AND IMPROVEMENT OF SERVICE QUALITY

DO YOUR CUSTOMERS PERCEIVE YOUR OFFERINGS AS MEETING OR EXCEEDING THEIR EXPECTATIONS? NO DO YOU HAVE AN ACCURATE UNDERSTANDING OF CUSTOMERS EXPECTATIONS? YES ARE THERE SPECIFIC STANDARDS IN PLACE TO MEET CUSTOMERS EXPECTATIONS? YES DO YOUR OFFERINGS MEET OR EXCEED THE STANDARDS? NO TAKE CORRECTIVE ACTION NO TAKE CORRECTIVE ACTION NO TAKE CORRECTIVE ACTION YES CONTINUE TO MONITOR CUSTOMERS EXPECTATIONS AND PERCEPTIONS

YES

NO
IS THE INFORMATION COMMUNICATED TO CUSTOMERS ABOUT YOUR OFFERINGS ACCURATE? YES TAKE CORRECTIVE ACTION

WHY MANAGE QUALITY?

Organizational goals and objectives are achieved Creates value for an organization

Manages exposure to Risk and creates difference between SUCCESS & FAILURE.
Waste throughout the organization is identified and eliminated Customer satisfaction and loyalty is improved

IF QUALITY IS MIS-MANAGED
Failure

in the quality of your product or service Not identifying trends in customer needs Not meeting customer, legal or industry requirements Your product, service or facilities harming an individual, society or the environment Suppliers compromising your product or service quality, or delivery Difficulty in Customer Retention

WHY DO COMPANIES OUTSOURCE???

Reduce

and Control Operating Costs Company focus on its core competencies.

Improve Gain

access to World Class Capabilities.

Resources are freed for other purposes.

Internal Share

risks with a partner.

CITIGROUP GLOBAL SERVICES AN OVERVIEW Formerly E-serve International It is the Gobal Processing Centre for All Citigroup Entities. Began as the Processing Arm Of Citibank in 1992 and today it services Five of its total Nine Product lines in over 45 Countries. Credit Cards, Consumer Finance, Retail Banking, Capital Markets & Banking. Certification to COPC 2000 Standard Has distinguished itself as among the Best In Class Customer Service Provider.

CITI-HOME EQUITY One of the Main Generators of Revenue in CGSL. Process To attend to calls pertaining to applied loans.
CUSTOMER VISITS CITIBANK U.S.A GETS HOME LOAN FORM AND DOC LIST. COMPLETES FORM GATHERS DOCS AND EMAILS THEM CALLS BANK FOR ENQUIRY OF THE LOAN CALL IS RECEIVED BY AGENT IN CGSL VERIFIES THE CUSTOMER DETAILS DOCUMENTS THE CONVERSATION ROUTES THE FILE IF NEED BE. DIFFERENT QUEUES F83 DOCS REQD F72 FILE IN PROCESS F 75 FILE FOR CLOSING F42 LOAN REJECTED R27 PROB WITH DOCS F76 RESCHEDULE CLOSING

CHECK THE FILE QUEUE

UPDATES THE CUSTOMER ON STATUS

CITY HOME EQUITY QUALITY NORMS Citigroup follows a Unique Method of ensuring its quality. It Classifies Errors in two types Fatal Errors & Non Fatal Errors. Fatal Errors Those which have a direct Impact on the Business. E.g. Correct Verification of the customer, Giving incorrect process information Non Fatal Errors Those which do not have a direct Impact on the business, but in general affect the quality of the business. E.g. No proper greeting and close, grammatical errors etc.

CITI HOME EQUITY MONITORING QUALITY Since All Calls are Recorded, Calls are listed to later and evaluated for Quality. This is called Past Monitoring. During a live call, the observer barges into the call, listens to the live call and then writes his observations. This is called Remote Monitoring. During a live call, the observer sits next to the agent and assists in the call, also provides feedback on the call. This is called Side by Side Monitoring.

CITI HOME EQUITY MONITORING QUALITY Feedback is provided to the agent. For SBS feedback is immediate and for Past and Remote, feedback occurs in a later date. Hence SBS is always preferred. The Immediate Supervisor and the Quality Advisor both monitor the quality of the call and mark the calls. The difference in their scores cannot be more than 10%. Since Outbound Calls are not recorded, random monitoring of the notes for Outbound Calls is done.

CITI HOME EQUITY QUALITY PARAMETER MATRIX

CALL < 90% -------- CALL FAIL CALL > 90% -------- CALL PASS

PROBLEMS WITH MONITORING OF QUALITY

Feedback is given on a much later date in Past and Remote Monitoring. Although Feedback is Instantaneous in SBS, Supervisor and QA have other responsibilities and cannot devote time to SBS. For SBS Monitoring, the Agent knows that he is being monitored and hence is on his toes. The actual Call is only a part of the service being offered to customer, and the other aspects were not monitored at all.

WE SUGGEST...

Citigroup should divide its Quality Department into separate teams Quality of Time, Quality of Service, Quality of Productivity. Quality of Time Introduces Re-engineering of processes followed to reduce the Time taken to service the customer. Quality of Service Quality Analysts should be designated to monitor calls, register the problems faced by both agents and customers and design solutions to solve them. Quality of Productivity A specific team to be designed to monitor the productivity of the service team. Monthly Quality Reviews to be held and quality issues should be discussed and Plans of Action should be drawn and executed. Introduction of concepts like Maker Checker, and Sampling. Recognize talents on a weekly or monthly basis with a small reward for best performer providing seamless service.

QUALITY MEANS DOING IT RIGHT WHEN NO

ONE IS LOOKING. HENRY FORD

THANK YOU!!!!!!