TCL's Katrina (Kaye) Falceso, Customer Service Professional of the Year

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Company: TCL, Corona, CA
Company Description: TCL is the fastest growing TV brand in America. One of the world's best-selling electronics brands, TCL has been delivering high quality products featuring stylish design and the latest technology for 35 years. With extensive manufacturing expertise, a vertically integrated supply chain, and state-of-the-art panel factory, TCL offers innovative televisions, including the award-winning TCL Roku TV.
Nomination Category: Customer Service & Call Center Awards Individual Categories
Nomination Sub Category: Back-Office Customer Service Professional of the Year

Nomination Title: Katrina (Kaye) Falceso, TCL Back-Office Customer Service Professional of the Year

Tell the story about what this nominee achieved since the beginning of July 2015 (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:


TCL Online Services, a division of TCL, started their operations in the Philippines in 2009. It was built to cater after-sales services for TCL customers globally. The mission of the support center is to: “Deliver a service experience that exceeds customer expectations.”

Establishing Training

Providing excellent customer service is not easy. Our technical support representatives needed to be well-equipped with the right training, the right tools and the right support system to guide and assist them with their customer contacts. In September of 2015, it was decided that we needed someone dedicated to these areas so we moved forward in hiring a Training and Quality Manager, Katrina Falceso (Kaye).

Prior to Kaye’s arrival, the only training being provided to the representatives were basic product and process knowledge. After Kaye joined the team, she highlighted the importance of Communication Skills, Soft Skills and “Above and Beyond” Customer Service. Three days after her start date, she was already running her 1st Communication Skills class at TCL. In less than three days, she was able to come up with modules and materials that we continue to use, not only for our North America region, but across all regions.

Since English is not the native language for Filipinos, she created modules and activities that enhanced the English speaking capabilities of the trainees. She also taught them the importance of using soft skills when talking to customers over the phone – focusing on empathy, active listening, and probing, among many other topics. Her motto is “knowing what to say to the customers is just half of the conversation, knowing how to say it makes the difference.”

And because of Kaye’s influence, it has been a requirement for all of our technical support representatives to undergo Pre-Process Training before they get endorsed to Process and Product Training.

Establishing Quality Assurance (QA)

As a manager, Kaye knows that every customer interaction is an opportunity for us to strengthen the loyalty of that customer to TCL. She also knows that the foundation built during training is not enough to guarantee that the representatives will be able to deliver what is expected of them.

For us to gauge their skills and knowledge to effectively support them, she put together a Call Quality scorecard. This scorecard quantifies customer experience with the support received, including accuracy of the information, professionalism, and the feeling of being valued by the company.

When Kaye designed the Call Quality scorecard, she started by defining the components of a successful contact. These components were compiled in a form listing the criteria by which each contact should be evaluated. Initially, there were nine parameters focusing on Soft Skills, Product Knowledge and Call Control. However, as part of her continuous improvement, she trimmed it down to only four parameters – Contact Handling, Customer Experience, Compliance and Documentation.

With the recent revision of the Call Quality scorecard, we were able to give the representatives a chance to establish more free-flowing conversations, making it easier for them to go above and beyond with customers. To “Wow” a customer, agents often need to flex the processes and our new Q/A form allows for this. Also, we were given a clearer picture on which area(s) the representative is struggling with, making it the focus of discussion during one-on-one coaching sessions, team huddles or training refreshers.

The Call Quality Monitoring began December 2015 and was fully implemented by February 2016. It took some time for agents to adjust, but after continued reinforcement we have seen great improvement.

Customer Satisfaction
November 2015 (52%) vs. December 2016 (90%)

Loyalty “Would you recommend to a friend”
November 2015 (61%) vs. December 2016 (80%)

First Contact Resolution
November 2015 (71%) vs. December 2016 (89%)

Considering the above, we at TCL nominate Kaye Falceso as “Back-Office Customer Service Professional of the Year.”