As a mobile operator across 32 markets in the Caribbean, Central America, and the Pacific, Digicel Group Limited was facing a growth that its in-house CRM(customer relationship management) system could not support. To meet this increase and be prepared for future demand growth, Digicel’s IT team chose to change its in-house CRM. The company decided to migrate the system to Microsoft Corp. Dynamics CRM Solution. “Digicel was in an explosive growth challenge and we had to have a system to support this growth,” explained Digicel cost optimisation director John Riordan, who was the former Digicel Group CIO and oversaw this project.
Although the company does not disclose investments, Riordan detailed that Digicel has been launching markets across the region and needed the new system to support new subscribers. After ten years of operation, Digicel has 11.5 million customers.
The new CRM enhances the service in three of its largest customer call centers across the Caribbean and Central America, providing a 95% customer satisfaction rate and increasing its ROI. With this new solution, 1,000 call center agents process over 2.5 million customer calls per month faster and more efficiently.
Digicel worked in partnership to Microsoft. The implementation of the CRM took less than six months and was deployed to over 300 users processing almost one million customer calls/tickets per month. The system was implemented by the Microsoft and Digicel teams. “In Jamaica, Microsoft has a sales office so all experts were from a Fort Lauderdale based team,” said John Riordan. Currently, Digitel counts 250 people on its technical team, which includes information technology specialists and telecommunications engineering specialists.
Benefits include increased productivity, collaboration and user adoption, and reduced costs. “Now we have a support that we didn’t in the past; we are gaging effective costs and CRM is very scalable,” Riordan said. Other points are improvements in Digicel’s customer call centers, including a reduction in average talk time, higher call process ratio to agent, and an increase of first call resolutions of 88%, signifying increases in overall productivity and ROI, allowing the company to serve more customers at a faster rate.
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