HireIQ - Moneyball: The Science of Building a Winning Contact Center

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MONEYBALL: THE SCIENCE OF BUILDING A WINNING CONTACT CENTER

Kevin G. Hegebarth VP, Marketing HireIQ Solutions, Inc. E: [email protected]

Moneyball

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Moneyball – The Baseball Analogy × Pioneered by Oakland A’s in 2002 × Born of necessity – how to be competitive

with minimal payroll × Based on multiple, observed, measured

performance factors as leading indicators of success – wins and losses

× Seismic shift from “gut-feel” player selection to analytics-driven decisioning

× Defied conventional wisdom of how to build a winning team

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Moneyball – A Contact Center View × Outsourcers are early adopters – driven

largely by high attrition and client performance demands

× Employs correlation of pre-hire attributes with post-hire, observed, measured performance achievement

× Analytics-driven approach to predict agent success

× Defies conventional wisdom about how to attract, select and retain a high-performing contact center team

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Personality assessments

Typing tests

Navigation tests

Which of these are forward-looking indicators of: •  Tenure? •  FCR/CSAT attainment? •  Sales performance? •  Delivering an exceptional customer experience? •  Job satisfaction? •  Job fit? •  Culture fit? •  Employee engagement? •  Flight risk?

Cognitive assessments

Behavioral assessments

Call simulation

Conventional Recruiting Tools

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Psychometric interviews Group interviews

Timing is Everything

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6% 12%

21%

14% 9%

38%

Before Training Training T+30 T+60 T+90 90+

Proportion of turnover at key milestones

Average industry-wide turnover = 27%, according to Contact Babel

Cost of Turnover

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Agents 2,000

Annual Turnover 25%

New Hires/Year 500

Average New Hire Cost (1) $6,500

Cost of Replacement Hiring $3,250,000

(1) Industry cost to recruit, screen, hire and onboard. Does not include training.

Consider collateral effects of attrition: •  Lowered morale •  Reduced customer satisfaction/retention •  Reduced sales conversion •  Increased AHT •  Lowered FCR

No. Reason

1 Just the wrong type of person for the job

2 Excessive pressure or stress

3 Lack of promotion or development opportunity

4 Repetitive work

5 Competition from other contact centers

6 Low pay

7 High numbers of temporary or seasonal staff

8 Abusive or unpleasant calls

9 Poor working environment and conditions

Reasons for Agent Attrition

Source: ContactBabel 2014 US Contact Center Decision Makers’ Guide

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Inductive Reasoning

Deductive Reasoning

Written Comprehension

Written Expression

Problem Sensitivity

Near Vision

Speech Recognition

Speech Clarity

Oral Expression

Oral Comprehension

Source: O*Net OnLine

Top 10 CSR KSAs

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What: A systematic, performance analytics-based strategy for selecting new hires based on their demonstrated performance and engagement potential. How: Compare pre-hire assessment data against observed post-hire tenure, engagement and performance measures to create predictive performance models to aid in the selection of exceptional performers.

Moneyball for Exceptional Performance

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Moneyball: A How-to Guide

Pre-hire Interviews and Assessments •  Identify key attributes •  Collect actionable data

Performance Feedback •  Collect observed performance •  Report quality-of-hire

Predictive Analytics •  Model excellent performers •  Recommend candidates for hire

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Associate Affective

Assessment Typing

Test Personality Assessment

Jane l l l

Jim l l l

Becky l l l

Bill l l l

Gretchen l l l

Greg l l l

Vicky l l l

Vincent l l l

Polly l l l

Paul l l l

Pre-hire Assessments

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Associate Training T+30 T+60

Jane l l l

Jim l l l

Becky l l l

Bill l l Termed

Gretchen l l l

Greg l Termed Termed

Vicky Termed Termed Termed

Vincent l l l

Polly l l l

Paul l l l

Post-hire Tenure & Performance

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Associate Interview Evaluation

Typing Test

Personality Assessment

Training T+30 T+60

Jane l l l l l l

Jim l l l l l l

Becky l l l l l l

Bill l l l l l Termed

Gretchen l l l l l l

Greg l l l l Termed Termed

Vicky l l l Termed Termed Termed

Vincent l l l l l l

Polly l l l l l l

Paul l l l l l l

Identify Correlations

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Associate Affective

Assessment Typing


Training T+30 T+60

Jane l l l l l l

Jim l l l l l l

Becky l l l l l l





Vincent l l l l l l

Polly l l l l l l

Paul l l l l l l


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Poor correlation

Associate Affective

Assessment Typing


Training T+30 T+60

Jane l l l l l l

Jim l l l l l l

Becky l l l l l l





Vincent l l l l l l

Polly l l l l l l

Paul l l l l l l


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Excellent correlation

Improved Retention

One

-Yea

r R

eten

tion

Rat

e

26% 0% 13%

Before Moneyball

90-d

ay “

Surv

ival

Rat

e”

87% 56%

Before Moneyball

60% Improvement

17%

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Case Study: Improved Performance FC

R

67% 43%

Before Moneyball

56% Improvement

33%

CSA

T

85% 28% 62%

Before Moneyball

37%

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Action Imperatives × Identify the pre-hire tools that are forward-

looking indicators of tenure and performance – Moneyball

× Measure post-hire performance and continuously validate tool use

× Look to the long-term × Emphasize talent retention over talent

acquisition × Create shared goals × Identify key employee engagement drivers

and include in pre-hire assessment toolkit 19

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Alpharetta, GA 30009 USA

Tel: +1.678.279.2830

@hireiqinc

HireIQ Solutions

www.hireiqinc.com

[email protected]

HireIQ - Moneyball: The Science of Building a Winning Contact Center

Recruiting & HR

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