OB Program Charter – NA EMAIL

Date – October 19th, 2016

Problem Statement: Outbound calls enhance seller experience. Our PRR on OB calls for Q1 2016 is 85%.
Associates have been making outbound without proper skills training and coaching, also promoting the
reduction of PMA% across the site.

Background: Site Readiness conducted a study to identify the right set of associates who could leverage
outbound calls as an option to deliver seller excellence. TM’s and TS’s across the site nominated
associates who associates all across the floor which summed up to 11 associates, we will also include the
NA voice batch 1 for this project.

1. Site OB PRR stands @ 85%.

2. 11 associates nominated from NA email.
3. 10 Associates from NA voice who would volunteer, we will divide the associates and ensure that there is a
bifurcation.

Proposed Solution: To improve the quality of OB calling we propose that the identified set of associates
would be trained in order for them to take better outbound calls, we will audit the calls post which we
will identify coaching opportunities on OB calls and have a continuous feedback mechanism. Our goal is to
reach an accuracy level of 95% on outbound calls which will result in a 94% PRR on OB calls, calculating 10
Yes’s per associate in a week per 60 calls WOW.
 Associates should be doing 15 calls per day.
 Associates would be rewarded as per their daily conversion % - Target would be 4 conversions a day.
 Focus on PMA reduction – Call potential PMA closures – would be done by the mentors, to reduce PMA to
13%.

Activities Program Owners ETA Description

Training associates on skills, in case there are
Training - Skills 1 Dedicated trainer Monthly
process gaps
Audit Sheet(App
Noel & Mentors Weekly Audit scores - 90%
3)
Awareness Noel Weekly Job aids
Call listening(Good calls/Calls with areas of
Call listening Noel Weekly
opportunity)
Noel & Partly by
Random Audits Weekly To cross check Audit mechanism
mentors
Bi -
Call etiquettes Noel Sessions on improving communication skills
Weekly
Noel, Mentors, Bi -
Call calibrations To check accuracy
Supervisors Weekly
Bi -
Power player Noel, Stake holders To award the star caller
Weekly

Next Steps:
1. Post Audit Feedback Mechanism – Approve time for 1x1’s so that feedback on OB calling could be given.
Noel & team.
2. Samples are yet to be decided – Owner – Noel & Team.
 3. Audits & Scorecards to be generated by – Noel & Team.
4. Flyers, Teasers, Call listening sessions to be circulated and conducted by Noel.
5. Power play contest to be rolled out for the associates (Criteria would be decided: Noel & Pratyush) to
decide the best caller.
6. SharePoint would be created to track the coaching & feedback – Owner – Noel.
7. Repository to be created to store the best calls per week for providing teach back in the upcoming
batches for OB – Owner – Noel.
8. Weekly report on (OB contribution team wise, associate wise vs their PRR) – Pratyush

 Team Members:
1. Pratyush – Program Manager
2. Noel - QA
3. Prithviraj - Mentor
4. AJ – Mentor
5. Aman – Mentor.

Appendix 3:

 PFB sample audit sheet for auditing the OB calls:

Case Analysis - OB Call Audit Sheet

Associate login:
Case number: XXXX
Manager:
Call id: (Call Duration - minutes)
Greetings - Seller Critical
The first 10 seconds of the call mark the whole experience of the Seller. The minute associates pick up the
phone the tone of voice and the words they use become the setting of the call, the language associates use
will have a huge impact on how the seller perceives the service. Associates should communicate in a helpful,
friendly, respectful, positive and a pleasant Tone of voice while showing politeness and professionalism
throughout the call.
Did associate address the purpose of the call? 5
Did associate do enough research before making the call? 5 NOTES
Research & Troubleshooting
Was the associate respectful with the seller's time? Did he ask permission before
placing the seller on hold? 10
Did the associate do the appropriate research? Were all the available tools used as
expected? 10
Did the associate raise any Andon if they needed any help? Was TT/SIM or internal
e-mail created correctly? 5
Did the associate use any jargons/internal terms? 5 NOTES:
Listening and Understanding
Did the agent empathize with the seller (If required)? 10
Did the associate show appropriate willingness to help the seller 5
Was there appropriate intonation and rate of speech 5 NOTES:
Explain & Educate - Business critical
Was complete education provided over the call? 10 NOTES:
 Did associate check for additional questions queries or provide alternatives 10
Summarize and Resolve - Business Critical
Did associate offer a call back specifying time?/Provide all guidance needed 5
Did associate promote the Seller Support Brand? 10
Associate hung up abruptly/Zero Tolerance (compliance issues) 5 NOTES:
Total Score: 100 Exclusive
Callouts(If
any):
 PFB data definitions of the form:

Greetings - Seller Critical: The first 10 seconds of the call mark the whole experience of the Seller. The minute
associates pick up the phone the tone of voice and the words they use become the setting of the call, the
language associates use will have a huge impact on how the seller perceives the service. Associates should
communicate in a helpful, friendly, respectful, positive and a pleasant Tone of voice while showing politeness
and professionalism throughout the call.

Research & Troubleshooting: Seller needs to be treated the way we would like to be treated,
associates need to be respectful with the Seller Time when placing the seller on hold to do research.
SOP & Knowledge Base should be used as expected, they are the base of our knowledge and
troubleshooting. Events & new announcements should be checked to be informed and Reopened
cases or previous cases about the same issue should be taken into consideration to have a clear
overview about what has been done already and what can be impacting our Seller. The Associate has
to know which tools he can use for researching and troubleshooting and take all possible actions before
he responds to the seller.

Listening & Understanding: "'Every good conversation starts with good listening", associates need to
make sure they let the seller start and finish with the explanation while they actively listening. The
seller needs to feel that his/her issue/request was understood and the associate will take ownership of
it. Paraphrasing needs to be accurate according to the reason of the call, also the associate needs to
 apologize in case of discomfort to the seller or in case of mistakes on our side.

Explain & Educate: Associates need to make sure they explain & offer solutions based on different alternatives in a
friendly, precise and confident tone. In case of missing functionality the Associate should inform the seller about
alternatives/work-around if there are any. In some situations (f. e. Merchant Dissatisfaction – Policy, Missing
Feature) the Associate needs to be precise in their answers without blaming other departments. Through all our
interaction with the Seller, the Seller should understand that we want to support him. Sometimes the support we
can offer is an advice and/or understanding about what is the next step to take. Even if we know that the answer is
not what the seller expects, the associate needs to be genuine and show willingness to assist. Educate the Seller
also mean: setting correct expectations, explaining processes & repercussions, providing step by step instructions,
links to Help pages, etc. This will help us create a better seller experience.

Summarize & Resolve: Associates should document and annotate the case using the standard case structure;
starting with the case log summary which is the section where associates should document in a brief way the
reason why the seller is contacting us, secondly by making sure an annotation is entered. Internal annotations are
extremely important to record what is done and should contain the reason of the call, what the seller wants, the
investigation steps, links, what else needs to be done, what is pending, and what are the next steps to follow if
applicable. Lastly associates should send a recap/summary e-mail to the seller, including links and comments to
keep records of what has been done or agreed upon during your case which sellers will appreciate and will also
create a better seller experience for them. If blurbs or templates are used associates need to make sure to
personalize them appropriately to the questions and needs of each seller.

OB List of next steps (activities) would be:

Activity Owners Cadence Description

 Call listening sessions for associates to help the
Call listening session Noel Bi - Weekly associates to understand the opportunities over a call
(Good call with areas of opportunity).
Call etiquette
Noel Bi - Weekly Call etiquette sessions for associates to improve skills.
session
Noel & Call calibration to check accuracy of audits - with 95%
Call Calibrations Weekly
Mentors score.
OB Call handling 1 time Verbiage for the OB associates to take calls more
Noel
procedures activity efficiently.
To create a rigor across the floor towards the associates
OB Flyers Noel Weekly
in helping improve seller experience.
Telephonic case Noel & To help the associates read through the real time
Weekly
study Mentors opportunities, provide tips to deal complex issues.
Mentors & Contest to create a platform in helping associates taking
Power player Weekly
Noel good calls recognized across the site.
Supervisor To help the supervisors if they need any help for the
1x1s(Catchups Noel Weekly associates in the team, brainstorm weekly over OB audit
weekly) accuracy in their respective teams.
Weekly detailed report with associate wise observations
Reporting Pratyush Weekly
& workaround areas.
Call listening with To play calls and seeking inputs to improve PRR Vs OB
Noel Bi - Weekly
Supervisors calling.
Noel/
Monday & Brainstorm over the next steps in succession to improve
Weekly Catchup Mentors/
Thursday the project.
Pratyush