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Oi S/A - Customer Experience Of The Future, Today

Gold Stevie Award Winner 2018, Click to Enter The 2019 Stevie Awards for Sales and Customer Service

Company: Oi S/A, Rio de Janeiro, Brasil
Company Description: Oi is Brazil’s leading telecommunications service provider, with a fully integrated nationwide presence. The Company’s purpose is to explore telecommunications services and undertake other activities necessary or useful for the execution of these services, in compliance with the concessions, authorizations and permissions granted.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Award for Innovation in Customer Service - Telecommunications Industries


Tell the story about your organization's innovations in customer service since the beginning of July 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Executive Summary -

As a result of technological evolution and digitization, interactions increasingly involve the use of machines. Consequently, incoming calls to contact center operators tend to be more complex. Based on this assumption, Oi concluded that it needed tools for improving human service. The solution was bringing back the laboratory spirit, creating what was called Centro de Inovação em Atendimento Service Innovation Center, or CIA, which resulted in the successful case “CIA – CENTRO DE INOVAÇÃO EM ATENDIMENTO: O FUTURO DO CALL CENTER COMEÇA AQUI” “CIA – SERVICE INNOVATION CENTER: THE FUTURE OF CALL CENTERS STARTS HERE”.

Oi’s proposal, following the creation of the CIA, is to identify opportunities for improvement in service; to study and validate the feasibility of the proposal; to define pilots and metrics; and to implement and measure results in order to assess the project’s roll-out, taking the innovations to the other operations. The CIA team comprises executives from Oi, Avaya, Betta Group and Tel, where people act as sponsors, strategic owners and operational owners, as well as counting on the support of the partner areas.

The CIA went live on November 2016 and has achieved positive results since its inception. In one of the pilots, for example, a satisfaction survey showed that – due to the changes applied – 90% of the clients had their issues solved, and 100% of the clients noticed improvements in service as from March the same year. Based on the pillars of technology, innovation and process, the CIA has been successfully achieving the goal of providing services in a different way – from the union of telecommunications, technology, integration and contact center companies – for the effective testing of solutions intended to improve the clients’ lives.