Aldar Academies. Designing Escalation Strategy Design for Education

Context, Approach & Methodology

To enhance customer support operations at Aldar Academies, we developed a comprehensive escalation strategy tailored specifically to the educational sector's unique requirements. The goal was to create a structured process for managing and resolving issues efficiently, ensuring that critical matters receive prompt attention while maintaining high levels of customer satisfaction.

The strategy introduced an 8-level priority system, ranging from P1 for the most urgent cases that required immediate action, to P8 for lower-priority issues that could be addressed with less immediacy. This prioritization ensured that resources were allocated effectively, allowing teams to focus on resolving high-impact issues without neglecting less critical concerns. Each priority level came with specific response and resolution times, which were communicated to both the teams and the customers, setting clear expectations for case handling.

Additionally, we developed a detailed escalation matrix that outlined the steps for escalating cases from one level to another, based on predefined triggers and criteria. This matrix also included a comprehensive list of potential scenarios that Aldar Academies might face, assigning each scenario to the appropriate team along with its corresponding priority level and SLA. This proactive approach helped in preparing the teams to handle a variety of situations efficiently, reducing the risk of delays or miscommunication.

To support this structured framework, we also established multiple escalation channels, such as email, phone, and online portals, ensuring that customers could report issues conveniently and that these issues would be routed correctly within the organization. The channels were integrated with a centralized case management system, which tracked each case's progress through the various escalation stages, providing visibility and accountability at every level.

This comprehensive escalation strategy not only streamlined case management but also enhanced overall customer satisfaction by ensuring that all issues were addressed in a timely and effective manner. By clearly defining the process and responsibilities, Aldar Academies was able to improve its responsiveness and efficiency, fostering a more positive and supportive environment for both customers and staff.

Defining Escalation

• What It Is: Escalation refers to the systematic process of addressing issues that require higher levels of attention due to their complexity or urgency.
• Importance: An effective escalation strategy is crucial for managing cases efficiently, ensuring timely resolutions, and maintaining high customer satisfaction.

Focus Areas

• Escalation Channels: Identified all channels through which issues are reported, including email, phone, and online portals.
• Escalation Stages: Defined four distinct stages of escalation, from initial reporting to final resolution.
• Escalation Triggers: Established specific criteria for when a case should be escalated to a higher level.
• Escalation Touchpoints: Outlined key communication points between different levels of the escalation process to ensure smooth information flow.

Escalation Priorities

• Priority Levels: Implemented an 8-level priority system (P1 to P8), where P1 represents the most urgent cases and P8 the least urgent.
• Priority Definitions: Clearly defined the criteria for each priority level to ensure accurate classification and appropriate response times for all cases.

Escalation Case Groups

• Responsibility Assignment: Assigned specific teams within Aldar Academies (e.g., Finance, Admissions) to handle cases based on their nature and priority.
• Case Group Identification: Categorized cases into groups based on their relevance and required expertise for resolution.

Escalation Matrix

• Matrix Development: Created a detailed escalation matrix covering all potential cases, assigning teams, priority levels, and SLAs for effective case management.
• Team Assignment: Designated teams responsible for each type of case, ensuring a clear path for resolution.
• Resolution SLAs and Times: Defined Service Level Agreements (SLAs) and expected resolution times for each priority level, providing clear benchmarks for performance.

The Groundwork

We established critical steps for implementing the escalation strategy:

• Case Collection:
  • Identification: Pinpointed key touchpoints in the customer journey where issues are likely to arise and require escalation.
  • Reporting Mechanisms: Set up multiple channels for customers to report cases, including email, phone, and online portals.
• Case Processing:
  • Initial Handling: Established procedures for initial assessment and categorization of cases.
  • Case Routing: Created a system for routing cases to the appropriate teams based on their nature and priority.
• Case Escalation:
  • Escalation Procedures: Defined clear guidelines for escalating cases from one priority level to another.
  • Communication Protocols: Established protocols for communication between different escalation stages to ensure seamless information transfer.

The Analysis

We developed a comprehensive Gantt chart to outline the phases and timelines for implementing the escalation strategy. Each phase included:

• Initiatives Breakdown: Detailed the budget, timeline, current situation, future goals, approach, responsibilities (RASCI), and success criteria for each initiative.

The Results

The escalation strategy provided Aldar Academies with a structured framework for managing and resolving issues effectively. Key outcomes included:

• Structured Escalation Program: A detailed strategy with defined channels, stages, triggers, and touchpoints, ensuring smooth and efficient case management.
• Prioritization System: Implementation of a priority system from P1 to P8, ensuring urgent cases receive prompt attention while less critical issues are managed efficiently.
• Comprehensive Escalation Matrix: A matrix that includes all potential cases, assigned teams, priority levels, and resolution SLAs, enabling effective case management and timely resolutions.

This robust escalation strategy has equipped Aldar Academies with the tools needed to handle customer issues proactively, ensuring a high level of service and satisfaction.