Sky is one of the world's leading broadcast groups, and is the U.K.'s largest digital television platform. Contact centre staff play a vital role in the business as they are at the frontline of the company's image.
The Business Requirement
Sky have a staff incentive scheme called Focus which is designed to improve product and service knowledge through training, motivate staff and help to increase staff retention. The scale of the scheme, over 9,000 members located in more than 40 call centres, was creating large amounts of paperwork that their existing solution could no longer manage. A database and website dedicated solely to the Focus scheme were required and Sky turned to Sigmer Technologies for a bespoke solution.
The Sigmer Solution
In 2002, Sigmer worked closely with Sky to develop a comprehensive database to manage the entire Focus scheme. In addition, a website was implemented as an interactive way of communicating programme information and campaigns to all staff, accessed via a password unique to each individual member.
The database and website were designed to integrate seamlessly with the overall scheme. All paper-based information from Sky is now digitised, such as their monthly Channel Guide, Rewards brochure and details of points awarded to scheme members, empowering Sky to utilise the scheme in a way that simply wasn't possible before.
In 2005 we introduced Scribe website content management system into the mix of technology already being used to manage the Focus scheme. Scribe CMS enables Sky's marketing team to quickly communicate with specific groups of people on an individual level never envisaged before. By tailoring the scheme to each member logging into the website, the database delivers specific content allowing more effective messaging and training to be delivered.
The Result
The new online scheme has been a huge success for Sky. Higher performance rates, improved quality of service and an increase in staff product knowledge are just some of the benefits the new scheme has brought.
In addition, dynamic, detailed reporting allows Sky to carry out in-depth analysis of campaign effectiveness and staff performance and thereby pinpoint areas of success and areas requiring improvement.
Now in its third year, Sigmer manages the entire process for Sky with a dedicated team, from inputting all new data to managing members queries and making regular updates to the website.
Louise Young, Head of Sky Focus and Cable Marketing, at the Sky Commercial Group:
“The Focus Scheme couldn’t exist without Sigmer. The database and website integrate very well and allow us to easily assess the performance of every member of staff at any time. Another benefit of the website that I hadn't envisaged was how quick and easy it is to communicate last-minute updates to multiple Focus members. Before the site, we had to contact people by phone or post with new product information, which wasted a lot of man hours. Sigmer is always quick to respond under pressure to any requests from our team and often deliver before the deadline.“
