The challenge
In the rapidly evolving world of cryptocurrency, a prominent digital currency platform found itself at a crossroads: As the market gained more mainstream attention, the platform was challenged with keeping up with demand. Their entirely European-based onshore team was struggling to provide round-the-clock support for a global user base, especially for the crucial U.S. market. Additionally, with the volatile nature of the cryptocurrency market, the expense of maintaining an in-house fully onshore customer support operation was proving unsustainable without impacting the company’s brand reputation. The cryptocurrency platform turned to TELUS Digital for a comprehensive customer care outsourcing solution to their customer support challenges.
The TELUS Digital solution
Our approach was multifaceted, addressing not only the immediate needs of the client, but also laying the groundwork for long-term success and scalability. The cornerstone of TELUS Digital's solution was the rapid deployment of omnichannel support teams across multiple countries. The team started with two centers in the Philippines, quickly scaling from an initial 150 team members to 600 within 12 weeks, adding locations in South Africa and Central America. This diversification allows for a follow-the-sun model, providing 24/7 service without over-reliance, along with crucial business continuity.
Our team of experts developed customized training programs with the unique nature of cryptocurrency support in mind. This included an introductory course for new team members to ensure all agents, regardless of experience, had a solid foundation in cryptocurrency concepts. Further, we worked closely with the client to redesign training materials, making them more suitable for diverse markets. The team implemented strategies to lower average handle time and improve chat concurrency, significantly boosting productivity. Quality assessment processes were also overhauled, ensuring that the rapid scaling did not come at the cost of service quality.
As the partnership evolved, TELUS Digital's role expanded. We began providing support for Know Your Customer (KYC) and user verification processes, crucial components in the increasingly regulated cryptocurrency space. The team also took on marketing cold calls, demonstrating our ability to handle both inbound support and outbound engagement.
The results
Throughout our engagement, flexibility has remained a core tenet of our approach, which has proven invaluable in the volatile cryptocurrency market where trading volumes can spike or plummet with little warning. We have consistently risen to the challenge of recalibrating teams on short notice while keeping the customer at the forefront. Impressively, customer satisfaction (CSAT) scores reached 95%, indicating that the rapid scaling had not compromised service quality. TELUS Digital remains the client’s number one vendor for CSAT scores year to date. Further enhancing the overall user experience, we were able to lower Average Handle Time by 57% within three months, and decrease Customer First Response by 25%.
Most tellingly is the relationship of co-innovation that has been fostered with the client. Both sides have approached the engagement as a true partnership, freely sharing data and information. This collaboration has led the client to consider TELUS Digital team members as an extension of their own team, a testament to the deep integration and trust developed between the two organizations.
As the cryptocurrency platform continues to grow and evolve, launching new products and expanding into more traditional banking services, TELUS Digital stands ready to support these new ventures. The partnership has positioned the crypto platform to handle future growth confidently, with a robust, scalable customer support infrastructure capable of adapting to the ever-changing cryptocurrency landscape.
