The year 2020 has been marked by the Covidien-19 pandemic, which has changed our custom-ers' habits and the way they interact with us.
Many actions will no longer be carried out in person after the confinement in March. Custom-ers choose to use other channels for contracts, such as the website, e-mail or telephone cus-tomer service. The firm commitment to digital channels (link to digital channels) carried out in recent years provides users with a wide range of online procedures. In addition, in April, it was decided to close the other Andorra Telecom customer service centres (La Massana and Sant Julià de Lòria), keeping only the Pas de la Casa service, for reasons of distance.
A total of 43,068 customers were served during the year, which is 34% lower than in 2019.
Restrictions arising from regulations due to the pandemic, such as the reduction in capacity in the office and the number of managers attending simultaneously, lead to an increase in waiting time in the store in Andorra la Vella.
In order to streamline procedures and ensure that customers spend as little time as possible in the shop, the Pick-up Point service was implemented, which allows customers to do their busi-ness online or by telephone and only have to go to the shop to pick up the goods. The success of this initiative also led to its implementation in the municipality of Sant Julià during the month of December, allowing Lauredians not to have to travel to the capital to visit Andorra Telecom.
The Andorra Telecom Call Centre (CAT) remains the chief channel of contact with the customer via the 115 number. In 2020, a total of 181,149 calls were answered, representing an increase of 6% compared to 2019, a figure driven by the lockdown and coronavirus prevention measures, as the agents are answering a large number of the queries through teleworking. Most of the calls are answered in less than twenty seconds (79.4%) and the average interaction time is 2 minutes 44 seconds. The CAT’s work is complemented by the customer requests sent via email to email@example.com, which total 2,898. The number of emails almost tripled compared to 2019 due to the incidence of COVID-19.
The quality controls that were launched in 2007 closed in 2020 with a score of 87.4%, a figure that constitutes an excellent phone service in accordance with the quality standard used. In 2020, we adapted the quality variables to the measurement of the customer experience, meaning that the managers had to adapt to these new variables.
This year, work has been carried out on the implementation of a new technological platform for the management of the helpline, which will be consolidated during 2021 with the provision of new customer service features.
The growth of our digital channels gets an extra push due to the pandemic. Being aware of the im-portance and potential of the remote channel for users, new functionalities are being developed to facilitate its use.
The main improvements for 2020 are:
The number of users on the Commercial Portal andorratelecom.ad increased by 17%, as well as active users of the app (15%) and people registered in the Customer Area (15%), reaching 44% of the total.
The number of remote commercial transactions is also growing considerably. The website and the app are the channels chosen to carry out 13% of the company's procedures, ten and a half points more than in 2019, in which they accounted for 2.5%.
During confinement, the computer was more popular than the mobile phone for accessing our web-site, but during the rest of the year, the mobile phone was once again the device of choice for users. It represents 59%, well above the computer, with 39%, and digital tablets, with 2%.
Our corporate portal dedicated to information about the company, andorratelecom.com, has achieved a very important growth in terms of containing documentation relating to Andorra Tele-com's Covid-19 grants for companies, reaching 22,000 users (+22%).
In 2016, Andorra Telecom created the Customer Experience department in keeping with the company’s LE1 strategic line.
We define the customer experience as the sum of all the interactions that customers have and feel they have with Andorra Telecom throughout their life cycle as customers through the employees, messages, channels, communication, situations experienced and so forth.
Customer Experience hears the customer’s voice by means of satisfaction surveys, customer suggestions, the analysis of claims, listening to calls and accompanying visits.
The CEI (Customer Experience Index) survey is also conducted throughout the year by calling customers at random to ask them to rate Andorra Telecom on a scale from 0 to 10. The final mark is based on the strict international Net Promoter Score (NPS) calculation, which is as follows: CEI = % Promoters (marks from 10 to 9) - % Detractors (marks from 0 to 6). The result for 2020 has been satisfactory in comparison with recent years.
This year, Customer Experience has carried out quality controls on the calls and visits to the customers in order to standardise the treatment of the departments that have direct contact with the customers by means of a smoother and more direct tone of voice.
In 2020, the Customer Journey was updated in order to redesign the customer experience throughout his/her relationship with Andorra Telecom.
This project was divided into three phases:
The main goal is to conduct initiatives to mitigate the pain points and improve the customer experience.
Finally, work continues with the CECA (Customer Experience Commission in Andorra) promoted by Andorra Telecom, with the aim of transferring the customer experience to the whole country.