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WNS (Holdings) Limited - Innovation in Sales

Gold Stevie Award Winner 2019, Click to Enter The 2020 Stevie® Awards for Sales & Customer Service

Company: WNS (Holdings) Limited, Mumbai, India
Company Description: WNS (Holdings) Limited is a global Business Process Management (BPM) leader. We offer business value to 200+ clients around the world in key industry verticals, including banking and financial services, healthcare, insurance, manufacturing, media and entertainment, consulting and professional services, retail and consumer packaged goods, telecom, shipping and logistics, travel and leisure, and utilities.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Award for Innovation in Sales - Business Services Industries

Nomination Title: Award for Innovation in Sales – Business Service industry

Tell the story about your organization's innovations in sales or business development since the beginning of July 2017 (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:

Introduction

WNS set up a sales center of excellence (COE) to optimize the revenue generation processes for an online travel company with offices across 50 countries. The project was undertaken in September 2017 to boost the per call revenue at the company’s contact center run by WNS. The target was to convert ~1 SEK per call to 5 SEK per call by March 2018.

Approach

WNS deployed the following features and methodologies to transform the sales process:

-A sales COE
-Advanced technologies such as speech analytics
-A customer product matrix to enable agents to pitch the right product
-An agile approach to drive and track results, and take quick action
-WNS TruAssist, an inhouse sales effectiveness tool

The Sales COE was focused on:

-Jod Description alignment
-Sales training
-Process quality
-Diligent transition queue
-Team motivation through incentives, weekly contests and spot awards, and by celebrating success among team members

Speech analytics was deployed to capture the following:

Identify opportunity – eligible calls
Track and monitor pitches made
Product-wise conversions

A product selection matrix was created to pitch the products on the basis of:

-High margin
-Optimum conversions
-Maximize revenue per call
-Customer needs

An agile way to drive sales included:

-Visual management – top performers, sales per day
-Daily stand-up meetings to track opportunity areas basis call monitoring, objection handling, best practices, the offer rate, roadblocks and objection handling scenarios

The launch of WNS TruAssist to pitch the best product on the basis of:

-Existing customer history
-Customer conversations
-Product wise margins
-Product wise conversions

WNS identified the key challenges across the sales process that were hindering sales conversion. For example, after an agent failed to convert an opportunity to sell, the process did not pick out eligible calls and ascertain the potential scope for selling. Or after an agent made a product offer, there was no process to track the offer rate and set the criteria for making the appropriate product offer. Again, the team did not have insights into why a customer declined an offer. There was no standard pitch that agents could use.

WNS created new sales opportunities by focusing on tracking and enhancing the offer rate, pitching the right product, and effectively rebutting and handling objections.

Benefits

Revenue per call improved from 1.21 in July 2017 to 14.28 in September 2018
-An additional revenue of US$ 2 million generated
-Flexible ticket is the top upselling product
-Sales conversion improved from 0.86% in July 2017 to 4.89% in September 2018
-Created a cost saving of $5 million by transitioning the French, Spanish and German processes from onshore to WNS India
-Cross-sell and up-sell capabilities created to win new business
-The process is now being deployed in other accounts