Client

Meydan Free Zone, a pioneering digital free zone in the UAE, has rapidly established itself as a dynamic hub for businesses seeking a competitive edge. With over 15,000 new companies formed by Q1 2024 and a thriving community of 35,000 members, Meydan Free Zone has positioned itself as a leading choice for entrepreneurs and investors.

Meydan Free Zone faced several challenges related to quality communication and improving turnaround time. The primary issues included:

• Response Time: Improving the response time for customer inquiries.
• Turnaround Time: Reducing the turnaround time for resolving issues.
• Quality Communication: Ensuring high-quality communication in every interaction.

To address these challenges and improve the overall call system process, Meydan Free Zone decided to transition from a typical 8-hour shift to a 24/7 call center model with three 8-hour shifts.

As the world’s first and the UAE’s only Digital Free Zone, Meydan Free Zone caters to a diverse range of industries, including technology, media, finance, and e-commerce. With a focus on fostering innovation and entrepreneurship, Meydan Free Zone provides a conducive environment for businesses to thrive.

The free zone’s target audience comprises a mix of entrepreneurs, investors, and business professionals seeking a strategic location to establish and grow their ventures.

While the age range spans from 25 to 65, the core demographic demonstrating the highest interest lies between 25 and 44 years old. These individuals are typically driven, tech-savvy, and possess a global outlook.

Despite its impressive growth and strong value proposition, Meydan Free Zone faced challenges in call qualities, generating high-quality leads and showcase the benefits of setting up a business within the free zone.

Steps taken to implement the strategy:

To overcome the identified challenges, our Quality Assurance (QA) team implemented the following strategy:

• Define Quality Goals: Established clear quality assurance goals focused on improving customer experience, satisfaction, and performance management.
• Identify QA Metrics: Selected relevant QA metrics such as Average Speed of Answering (ASA), First-Call Resolution (FCR), Average Handle Time (AHT), Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES).
• Internal Team Evaluation: Conducted a thorough assessment of internal teams to ensure they were equipped to execute the necessary changes.
• 24/7 Model Implementation: Transitioned the call center operations to a 24/7 model ensuring round-the-clock availability.
• Language Accessibility: Offered a wide range of language options to cater to a diverse demographic, including English, Arabic, Hindi, Urdu, Russian, Mandarin, Spanish, and French. We designed a facility to cover a broad spectrum of languages, ensuring seamless communication with clients who prefer to speak in their native tongue.
• Optimization of Call Routing: Implemented advanced call routing techniques to ensure customers were connected to the right agents quickly, thereby resulting in improved response times.
• Agent Training: Enhanced agent training programs focusing on quick and efficient resolution of customer queries.
• Regular Monitoring: Established regular monitoring and evaluation processes to ensure internal teams were consistently meeting the set quality standards.
• Feedback Mechanism: Created a feedback loop where agents received regular feedback on their performance to encourage continuous improvement

The execution phase involved a step-by-step approach:

• Initial Assessment: Conducted a complete assessment of the existing call center operations to identify bottlenecks and areas for improvement.
• Training Sessions: Held extensive training sessions for call center agents to familiarize them with new protocols and quality standards.
• Technology Integration: Integrated advanced call center technologies and analytics tools to monitor and track performance against the identified QA metrics.
• Implementation of Shifts: Successfully transitioned to the 24/7 call center model by introducing three 8-hour shifts, ensuring seamless coverage and availability.

The shift to a 24/7 model and the implementation of rigorous quality checks and metrics resulted in significant improvements:

• Response Time Improvement: Response times improved by 95%, reducing the average speed of answering (ASA) from 60min to 3min.
• First-Call Resolution: The First-Call Resolution (FCR) rate increased by 70%, ensuring that most customer issues were resolved on the first call.
• Customer Satisfaction: The Customer Satisfaction Score (CSAT) saw a notable increase of 67%, reflecting higher customer satisfaction with the improved service.
• Conversion Rate: The enhanced availability and improved service quality led to between 60-65% increase in conversions.
• Operational Efficiency: The Average Handle Time (AHT) decreased by 83%, and overall operational efficiency saw a significant boost.

By transitioning to a 24/7 call center model and implementing effective QA metrics, Créo helped Meydan Free Zone achieve its goals of improved communication, faster response times, and enhanced customer satisfaction, setting a new standard for quality in customer service.