Predictive Gain Measuring Predictive Dialler Performance under Ofcom Regulation

Average Talk Time? predictive Predictive gain progressive Avg talk time (mins per hour) Predictive gain progressive How well is your predictive dialler is performing? There is a common idea that the figure for average agent talk time will tell you. Well, OK… but that’s only half the story. What that figure does not tell you is how much extra talk time per hour you are getting for each agent over progressive dialling. This figure is known as predictive gain, and is the only valid way to measure dialler performance.

. Predictive vs. progressive Predictive gain Progressive Predictive 30 15 45 Take this example we came across in the UK. A predictive dialler is giving around 40 mins average talk time per hour under Ofcom regulation. The user was quite satisfied that their investment in a predictive dialler was worthwhile. But that figure was not enough to determine how well their dialler is performing. For that, they had to measure their predictive gain. In tests, they found that under the same campaign conditions, progressive dialling delivered around 38 mins per hour. You can imagine their shock! They were paying for a predictive dialler to deliver 2 mins per hour predictive performance gain over progressive dialling! That a pretty poor ROI! This fact is often glossed over in marketing material. 60 Avg Talk Time (mins/ hr)

. Predictive gain - Predictive gain Progressive Predictive 30 15 45 60 The raw fact is that virtually no predictive dialler is designed to perform well under regulation. What about Sytel? Sytel’s unique dialler design means that the predictive performance gain over progressive is always significantly greater than that of other diallers, no matter what the campaign conditions. Let’s examine this in more detail. 60 Avg Talk Time (mins/ hr)

campaign conditions The effects of 50 40 30 20 Avg talk time (mins per hour) Progressive dialling Progressive dialling does not always give 38 mins per hour talk time! Average talk time is affected by particular conditions such as number of agents, quality of list data, how the retries are handled, etc. This produces the live call rate, which varies from campaign to campaign. The chart shows that the higher the live call rate, the higher the talk time per hour progressive dialling can deliver. 10 20 30 40 50 Live call rate (%)

Moving to predictive 50 40 30 20 Avg talk time (mins per hour) Progressive dialling Predictive dialling should increase the average talk time per hour over progressive. But there is a cost for this extra productivity. Abandoned calls are an inevitable waste product of predictive dialling, and productivity is closely linked to the number produced. In territories where there is no limit on the number of abandoned calls produced, productivity can be increased simply by increasing the dialling rate (initiating more calls per waiting agent). 10 20 30 40 50 Live call rate (%)

regulation in the UK The effects of 50 R E G U L A T I O N 40 30 20 Avg talk time (mins per hour) Progressive dialling But in the UK, regulations have capped the number of abandoned calls allowed to 3% of live calls. This means that productivity is also limited. Let’s consider what this means in real-life. 10 20 30 40 50 Live call rate (%)

regulation - example The effects of What if… abandoned calls - 3% live call rate - 20% (typical outbound campaign) What is… max. number of abandoned calls allowed per 1000 calls dialed? This is not a trick question but try working it out before you look at the answer on the next slide!

regulation – answer! The effects of 3% x 20% x 1000 = 6 abandoned calls! Just think how far into each 1000 calls a dialler, dialling in the UK under these conditions, will go before it has to turn itself off because it has used its quota of 6 abandoned calls for all those 1000 calls! Many vendors concentrate on advertising the fact that their dialler is compliant. Well, all diallers should comply with these regulations. But compliance is not enough. The real question becomes: can my dialler comply and still give excellent predictive performance?

Predictive gain - most diallers 50 R E G U L A T I O N 40 30 20 R E G U L A T I O N Predictive gain? Avg talk time (mins per hour) Progressive dialling The fact is that virtually no dialler is designed to perform well under regulation. As a result, the predictive gain can be very poor, often struggling to improve on progressive dialling. 10 20 30 40 50 Live call rate (%)

Predictive gain - R E G U L A T I O N 50 40 30 Predictive gain! 20 Avg talk time (mins per hour) Progressive dialling Sytel’s unique dialler design means that performance under compliance is always significantly better than other diallers, no matter what the campaign conditions. 10 20 30 40 50 Live call rate (%)

1. Predictive Gain Test Next steps – If you want to see numbers that are accurate for your situation, here are three options: 1. Run a Predictive Gain test in your own environment to determine just how much extra talk time per hour your predictive dialler is giving over progressive dialling.

2. Oceanic™ data model Next steps – 2. Oceanic™ is Sytel’s simulation and planning tool which uses the same engine as the dialler. Very quickly, we can show you exactly the predictive gain Sytel can deliver under compliance for your campaign conditions.

3. Head-to-head pilot Next steps – 3. We are happy to be put to the test. A head-to-head pilot with any our competitors will show just how much predictive performance gain Sytel can deliver over the competition.

Let’s talk! +44 1296 381200 info@sytelco.com www.sytelco.com