malomatia hosts masterclass on contact center management excellence
malomatia unveils unparalleled success rate: 95% end-user satisfaction and service level of attending 90% of calls within 20 seconds
10 June 2014 – Qatar’s leading IT service provider, malomatia, hosted a special masterclass during QITCOM 2014 covering the principles of contact center management and what it takes to maintain the highest standards in the industry.
malomatia manages many of Qatar’s leading public sector contact centers and the company said it maintains a service level of 90%, which means they answered 90% of their calls within 20 seconds, a very important factor in ensuring continuing customer satisfaction.
In the business of contact centers, abandonment rates are also significant due to customers not being able to get through and malomatia maintains a current abandon rate of 2%, which is good by global industry standards, however the company is working toward reducing this figure even further.
Mr. Jassim Al Khanji, Director of malomatia’s Contact Center division said: “We serve many government, public and private sector clients and we enjoy a client satisfaction rate of 95%. We want to work on making that even better.
The global industry average in terms of client satisfaction benchmarks is around 85%, which is the minimum you should achieve to be delivering positive returns to your clients and partners. We are proud to have achieved these results but we are always looking at ways to understand what we can do to serve our stakeholders better. malomatia has a very strong team with global expertise working behind the scenes to make sure this is possible.”
Mr. Madeeh Al-Sayed, Government Platforms Section Head at Ministry of Information and Communications Technology (ictQATAR) confirmed that together with malomatia, the Ministry is focusing on delivering enhanced value to the government contact center by helping drive ‘smarter’ communications through channel diversity and active engagement with users. Complete engagement across all platforms catering to the specific needs of various government entities is the priority in the implementation of ictQATAR’s plans leading up to 2020. The ultimate vision is to have all government contact center services unified under one umbrella.
Mr. Jassim Al Khanji said “With over 2 years’ experience working with ictQatar on the Government Contact Center, malomatia is fully engaged in supporting the State of Qatar’s vision of integrating all government services under the same service platform. The integrated one-stop approach advocated by the Ministry of Information and Communications Technology is ideal for bridging the needs of the end user.
The advantage in bringing them together allows the Government Contact Center to bridge information needs that require interaction between multiple government entities, such as those required by registered commercial entities that may need to liaise with the Ministry of Economy and Commerce, as well as The Ministry of Finance to achieve a single objective. So by centralizing the approach, it reduces the information gap that would exist between two independently operated contact centers. In this case, the dedicated agents will be within the same hub of operations, trained to the same high degree and able to help customers faster and more efficiently.
“We are extremely pleased with the progress of the Government Contact Center which is a 24-hour a day, 7 day a week service that is being expertly managed by malomatia who are constantly investing in people and infrastructure to cater to these needs,” said Mr. Al-Sayed.
The aim for malomatia is to maintain its fast response times while investing in technology infrastructure, enhancing the current facilities to meet growing demand and ensuring a highly trained workforce is able to meet these demands.
The company’s 900 sq. meter contact center is located in Dafna, with 100 workstations and the capacity to expand to 120 representatives. From this base of operations, malomatia’s contact center team can manage a wide array of customer management solutions including CRM and IVR systems, and based on client requirements, they can also manage telesales, telemarketing and outbound sales mandates for clients.
In addition, these functions are managed across multiple languages including Arabic, English and French, with plans to introduce Hindi, Malayalam and other languages to match changing demographics. malomatia also has backup sites in Egypt and India. The operations hub is in Qatar but these backup sites will provide additional flexibility and support the main contact center.
malomatia’s contact center operations manager Mohammed Tawfiq said: “As a company that provides specialized IT consultancy and services, our partnerships with stakeholders in Qatar are diverse, catering to their specific needs. We currently support and manage many government call center services, which involves providing frontline support including over two dozen specialized contact center services to government entities in Qatar. Our biggest partner in terms of resource deployment is the Ministry of Information and Communications Technology Government Contact Center. We also provide services to the Consumer Protection Department at the Ministry of Economy and Commerce, as well as the Customs Directorate, among many other clients.
Mr. Tawfiq adds: The integration of all government services under one umbrella is important because even within government agencies that have their own contact centers, there is still a distinct set of criteria that needs to be fulfilled and some of these mandates have to outsourced. We support in terms of staff and resource augmentation, as well as technology consulting to fulfill the full scope of each contact center’s needs. Using centralized contact center services can also be beneficial in terms of cost savings and provides clients with a range of value added services that may not be within that organization’s specialties. If every government agency had to invest in its own specialized contact center, the cumulative investment for each would be in the recurring millions.”
“Either way, for malomatia, a new client mandate is different. It starts with a full audit of the client’s needs including all main client functions directly related to the efficiency of the contact center. This includes a review of human capacities, the technology framework, training needs, quality assurance standards, performance indicators, processes and implementation recommendations for each client,” added Mr Jassim Al Khanji.
In many instances, contact centers managed by specialists like malomatia allow government agencies to avoid backlogs and disruptions caused by simple obstacles such as public holidays. malomatia’s diverse technology background also allows them to diversify the channels they use to communicate with people, going beyond just phone-base services. These can include email, sms, live chat, and even extending these services to social channels to meet the rapid response cycle that is essential to maintaining high customer satisfaction levels.
malomatia’s contact center is the most advanced in the middle east today and the company also offers extensive Customer Relationship Management (CRM) applications. malomatia has multiple service level vendor agreements for CRM solutions, which are tailored based on client requirements.
malomatia is also running an ongoing program to train staff on how best to respond to digital platform posts and more traditional sms or fax questions, whilst maintaining the same fast response times and enquiry resolution, according to Mr. Al Khanji.
malomatia is an instrument to help achieve Qatar Vision 2030 by serving the State of Qatar across many segments of the IT sector. The company offers a diversified range of services, including bespoke e-learning solutions offered to both public and private sector companies as well as managed IT services, systems integration, and full IT consulting solutions.
