Virgin Media Tracks Customer Satisfaction, Reduces Customer Churn by Using Confirmit Feedback Management System


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September 5, 2007: Confirmit (OSE:CONF), the world’s leading provider of software for Market Research (MR) and Enterprise Feedback Management (EFM) is pleased to announce that it has successfully implemented Confirmit EFM for Virgin Media. Virgin Media selected Confirmit as part of its strategy to maximise customer acquisition and retention in the highly competitive UK ISP market place. Confirmit enables Virgin Media to obtain invaluable customer feedback about its products and services and to monitor the effectiveness of its contact centre agents during each customer interaction.

Virgin Media manages around 4,000 calls each day from new and existing customers, enquiring about non-cable broadband services via an outsourced call centre facility. The quality of both inbound and outbound calls has to be of the highest quality in order to maximise customer satisfaction.

“We were looking for a system that would allow us to capture agent and channel performance,” says Oren Maor, head of telesales and retentions for Virgin Media’s non-cable division. “We wanted to be able to analyse agent performance by monitoring conversion and retention rates by channel. We turned to Confirmit as the only solution capable of capturing and tracking all the information we sought, including the ability to record resolution codes whilst agents were speaking to customers.”

Maor asked Confirmit to create two systems. The customer acquisition system tracks all calls relating to new accounts. The outsourced call centre agents are able to request and capture data about where each inbound call has come from, the reason for the call (response to a promotion, up-sell or cross-sell from another service), and the end result – whether the customer did or did not take on the service. The agents are also able to capture customer attitude to help them understand why customers fail to take up a particular service if that is the result of the call. All data is fed to Virgin Media’s information management team to facilitate daily, weekly and monthly performance monitoring and trend/change analysis.

The customer retention system enables the company to monitor problem resolution and track retention rates more effectively. The performance of agents managing inbound calls from customers wishing to terminate their service is monitored carefully, with result codes and the reasons behind a customer’s decision to close an account recorded and fed through to the management team in trend reports.

“The Confirmit system has proved to be a very useful tool for our business,” added Maor. “It has not only helped us to understand the performance of our promotions but has also helped us to identify training requirements for our outsourced call centre agents.”

“We are able to monitor specific reasons behind a customer’s decision to leave us and make changes in order to minimise the impact, whether it be changes to our product portfolio or pricing to counteract a competitor offer, for example. We have experienced a significant improvement in churn in the first months of using the system and Confirmit has played a vital role in this increase in performance,” adds Maor.

For more information please contact:
Andrea Burton
Indigo River
Tel +44 (0)1985 850320
email [email protected]

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