CIRA Annual Report 2007-2008

“ Bladetape.ca is the mostimportant tool in mybusiness today and is morethan just an online store.I use it daily to interactwith customers, marketBladeTape to a worldwideaudience, post pictures, makeannouncements, answerquestions, and publishtestimonials and customerstories. Coupled with thegood people behind me,my dot-ca website is anintegral and essential part ofBladeTape’s success.”2007–2008 CIRA Annual Report15with Registrants with the goal of deliveringbetter customer service and faster responsetime. CIRA identified and ranked a number ofcommon customer-service issues and set outto improve processes, communication andcustomer experience. Key changes involvedthe application of call-centre standards, revisedservice scripts, more supervisory presence,performance monitoring, a Registrant passwordretrieval feature and more-user-friendly CIRAemail form letters.CIRA started by tracking wait times and callabandonmentrates for incoming telephonesupportcalls. Upon noticing higher thanaverage wait times and abandonment rates weintroduced new procedures to provide quickerresponse time which immediately produceda drop in abandonment. All calls are nowautomatically recorded and stored, allowing forbetter auditing, documentation, and review bymanagement, in addition to providing a clearrecord in the event of a dispute. Email supportwas improved through mandating a five-dayresponse window on email support queries.Help with forgotten passwords was the topcustomer-service request. Under the old system,a Registrant who had forgotten a passwordhad to contact his or her Registrar for retrieval.To streamline this process CIRA introduced anew direct customer service and introduced apassword-retrieval tool on its website athttps://registrants.cira.ca/password/forgot/en.The new service allows for much faster, automaticresponse to this common service request and hasproven successful in simplifying the dot-causer experience.To improve communication between CIRA andRegistrants, CIRA revised emails covering14 common topics that CIRA routinely sends toRegistrants, for example, to alert them that theirdomain-name registration is about to expire andto invite them to renew. The new formats includeimprovements such as clearer language, a moreattractive layout, and adding the relevant domainname in the email subject line. Such changeshelped bring a more fluid interaction betweenCIRA and Registrants in fiscal ’07– ’08.