Bogdan Lazaroae: Using technology for improved decision making Bucharest, Romania, May 30, 2007 From Call Data to Business Intelligence © 2007 by Ensight Management Consulting. All rights reserved.

© 2007 by Ensight Management Consulting All rights reserved 2 About us Paradigm shifts Role of business intelligence Role of business intelligence experts Agenda

© 2007 by Ensight Management Consulting All rights reserved 3 About us Today we are the most important local management consulting company, both in terms of turnover and number of staff. We are independent and not subordinated to any international consultancy network. We are fully capable to offer integrated business solutions, due to our team’s multi-disciplinary skills and solid experience. Ensight Management Consulting is a management consulting company with 100% Romanian capital, evolving continuously since 2000:

© 2007 by Ensight Management Consulting All rights reserved 4 Our business philosophy Know. Accelerate. Perform synthesizes the Ensight promise to its clients and partners. Know. Knowledge is the foundation of performance. Every consulting approach starts and ends with “knowing”. Accelerate. Doing better and faster is the unstoppable source of competitive advantage. Perform. Performing, fitting to deadlines, keeping promises are the winner’s basic skills.

© 2007 by Ensight Management Consulting All rights reserved 5 4 things call centers are considered to be: Call centers are service organizations Call centers are costs centers Lowest cost of execution is the driving force behind call centers Call centers are only a funnel of information to the rest of the organization The paradigm shift in call center management 4 things call centers should be considered as: Call centers are the front window of the company to the customers Call centers should participate in revenue generation Call centers can generate tangible business value Enhanced analytics can improve the customer interaction and lower churn

© 2007 by Ensight Management Consulting All rights reserved 6 Bridging the informational gap Transactional call data GAP Business Intelligence Data Information Knowledge Intelligence

© 2007 by Ensight Management Consulting All rights reserved 7 Transactional vs. unformational systems The primary purpose of a transactional system is to record individual events in the life of a call center The primary purpose of an informational system is to serve business needs aligned with the strategy of the organization Transactional systems collect large amounts of data but almost no information Informational systems transform data into actionable intelligence Informational systems move an organization from “how much?” to “how well?”

© 2007 by Ensight Management Consulting All rights reserved 8 Stages in data transformation Do we know what is going on? “We had a 30% call increase in the last two weeks.” Are we performing as well as possible and if we make changes what is the impact? “The call increase occurs between 9 and 11 am, calls are handled after a 5 minute hold. Calls are about late deliveries.” What trends can we see and how do we respond? “Late deliveries are due to a strained relationship with the suppliers. A new script is implemented to explain the reason for the delay.” Ad-Hoc IntelligenceObservational IntelligenceActionable Intelligence Business activity monitoring Business process management Data mining and analytics

© 2007 by Ensight Management Consulting All rights reserved 9 Call center KPIs Call Center Key Performance Indicators Cost  Cost/contact  Cost/minute of handle time Agent  Occupancy and turnover  Schedule adherence  Training hours Service level Distribution of answer speed across agents Call abandonment by customer type Distribution of hold/queue/abandon time Productivity Agent utilization across client base Contacts/agent-timeframe Quality  Call quality  Customer satisfaction  % calls requiring rework Call handling Talk time distribution by issue After call work time distribution First contact resolution rate

© 2007 by Ensight Management Consulting All rights reserved 10 For the business organization: Increased customer satisfaction and retention rates while decreasing costs Maximize customer value by increasing cross-sell and up-sell rates Monitor channel usage costs Reduce staff turnover and increase productivity and effectiveness Understand customer profitability and propensity to buy Benefits to using call data intelligence For the technology organization: Integrate financial, supply chain, CRM and telephony data from multiple sources Quick adaptation to changing business needs by leveraging existing systems Definition of key metrics and KPI occurs once at a centralized level

© 2007 by Ensight Management Consulting All rights reserved 11 The role of Business Intelligence experts Profound knowledge and understanding of the client’s business and industry Organizational understanding and technology expertise Definition of business requirements and KPIs for the BI solutions to support strategy Unbiased advice regarding IT governance, compliance and solutions Ability to integrate multiple stakeholders in an enterprise-wide project

Thank you! For additional information please contact us at: © 2007 by Ensight Management Consulting. All rights reserved. Niro Business Center Traian St., Bucharest, Romania Phone: Fax: