centres generate large quantities of Situation data which must be collected and Virgin Mobile, a leading branded analyzed to be of use to company venture capital organization, is one management. of the world's most recognized and respected brands. Conceived in 1970 Current Challenge by Sir Richard Branson, the Virgin Virgin Mobile India’s call centre Mobile Group has gone on to grow management needs to review many very successful businesses in sectors important performance indicators in ranging from mobile telephony, to real time to ensure effective call transportation, travel, financial centre operations, such as call services, leisure, music, holidays, volume, the number of agents on the publishing, and retailing. Virgin call floor, the geographic distribution Mobile has created more than 200 of incoming calls, and other data. branded companies worldwide, From this data, Virgin Mobile India employing approximately 50,000 call centre management relies on a people, in 29 countries. Its revenues number of daily and weekly around the world in 2008 exceeded standalone graphical Interactive £11 billion (approx. US$17 billion). Voice Response (IVR) and Queue reports to review trends, analyze Virgin mobile services are being performance, and support decision offered to consumers by Tata making. Teleservices through a brand franchise with the Virgin Group. One of the key challenges Virgin Virgin Mobile India is an association Mobile India’s call centre faces is the between Virgin Group and Tata timely and efficient development of Teleservices, wherein Virgin Mobile the IVR and Queue reports. Their India will provide Tata Teleservices performance report development with experience and expertise in processes were very manual in designing, marketing, and servicing nature, requiring data extraction of “Virgin Mobile” branded products from multiple data sources, which in for the youth segment. turn needed to be manipulated and converted into a visual form for Virgin Mobile India has its own call presentation. The process was very centre operations in India, which time consuming and error prone, management considers a key limiting the reports’ value to call competitive differentiator. Virgin centre management. Mobile India’s call centre operations are made up of four separate contact Though performance dashboards did centres, staffed by approximately exist in the call centres, they were 600 employees. As with all call not accessible remotely. centres, Virgin Mobile India’s call
Situation Virgin Mobile, a leading branded venture capital organization, is one of the world's most recognized and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Mobile Group has gone on to grow very successful businesses in sectors ranging from mobile telephony, to transportation, travel, financial services, leisure, music, holidays, publishing, and retailing. Virgin Mobile has created more than 200 branded companies worldwide, employing approximately 50,000 people, in 29 countries. Its revenues around the world in 2008 exceeded £11 billion (approx. US$17 billion). Virgin mobile services are being offered to consumers by Tata Teleservices through a brand franchise with the Virgin Group. Virgin Mobile India is an association between Virgin Group and Tata Teleservices, wherein Virgin Mobile India will provide Tata Teleservices with experience and expertise in designing, marketing, and servicing of “Virgin Mobile” branded products for the youth segment. Virgin Mobile India has its own call centre operations in India, which management considers a key competitive differentiator. Virgin Mobile India’s call centre operations are made up of four separate contact centres, staffed by approximately 600 employees. As with all call centres, Virgin Mobile India’s call centres generate large quantities of data which must be collected and analyzed to be of use to company management. Current Challenge Virgin Mobile India’s call centre management needs to review many important performance indicators in real time to ensure effective call centre operations, such as call volume, the number of agents on the call floor, the geographic distribution of incoming calls, and other data. From this data, Virgin Mobile India call centre management relies on a number of daily and weekly standalone graphical Interactive Voice Response (IVR) and Queue reports to review trends, analyze performance, and support decision making. One of the key challenges Virgin Mobile India’s call centre faces is the timely and efficient development of the IVR and Queue reports. Their performance report development processes were very manual in nature, requiring data extraction from multiple data sources, which in turn needed to be manipulated and converted into a visual form for presentation. The process was very time consuming and error prone, limiting the reports’ value to call centre management. Though performance dashboards did exist in the call centres, they were not accessible remotely.
VirginMobileIndia_Visio2010_CS.docx