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TDC boosts customer experience with combined Sitel Danish and UK team


Hybrid in-sourcing and near-sourcing model ups customer satisfaction, boosts jobs and increases employee engagement

LONDON, UK, 9 June 2015 – Denmark’s largest telecommunications and pay TV provider, TDC, has experienced increased customer satisfaction and boosted employee engagement by outsourcing customer care and support to Sitel. As a result of full staffing, more than 80% of calls are now answered within 20 seconds, supporting a smooth and seamless experience for TDC customers.

In a project designed to help TDC achieve its ambition to provide best-in-class customer engagement and satisfaction, Sitel today runs customer care and support across four Danish sites formerly operated by TDC. More than 740 TDC employees transferred to Sitel in August 2014 and the company has since added 200 roles locally. Near-sourcing elements of the programme to Sitel’s Kingston upon Thames site has also added 150 UK jobs and provided mobility options for Danish employees. The hybrid model has helped TDC reduce costs and as a result of an extensive consultation exercise, has helped maintain high levels of satisfaction for customers and employees alike.

“Providing the best-possible experience for our customers and employees is a top priority for us,” said Jens Aaløse, Senior Executive Vice President, Channels for TDC. “Our work with Sitel has delivered on all of our project metrics and importantly, has led to a better customer experience provided by highly motivated, highly trained customer care experts.”

Commencing with a two-month internal consultation and planning phase with management, unions and employees, care was taken to ensure staff at TDC locations were able to ask questions and seek information. This stage helped ensure a smooth transition with very few escalations or issues. Instigating a variance-based management methodology for staff appraisals strengthened the team’s performance culture by substituting rigid key performance indicators with a more consultative measurement scheme against team averages. The system has helped staff better understand how they can support TDC customers and improve their performance through defined goals which correspond with corporate objectives.

“As one of Denmark’s largest ever outsourcing projects, working with TDC to revolutionise its approach to customer care has energised our employees and helped us to attract some of the best people in the industry,” said Steffen Bagge, Country Director, Denmark. “The results have been exceptional and validate our ability to deliver complex in-sourcing and multinational customer experience projects.

TDC provides communications and entertainment services to more than 8.9 million people and businesses in the Nordics region.

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