Creation in Call Centres
4, 2002 by Niels Kjellerup, publisher of this website.
Bubble is ready to burst.
only 18 months since the Dot Com bobble burst. Today similar signs are on the
horizon for the CRM & Contact Centre Bobble.
the last 12 months Customer Satisfaction has been dropping in all Industry
categories – the message is very clear : “We don’t like to be treated like
cattle; we don’t like talking to machines when we call to get help or
assistance, and we hate the long waits on the phone”. (Read ‘Why Customer
Companies, which allowed their IT departments to dictate their Customer Service
Delivery Platforms and Policies, are finally waking up to the fact, that the
promised Return on Investment (ROI) is not going to materialise and the
customers are walking to the competition with better service.
easy to point the finger at the Vendors & Consultants who sold this piece of
blue sky. Over the past 5 years a minimum of $30 billion was invested in CRM-
E-commerce-Call Centres with very little to show for it. Call Centres are
failing because they aren’t adding value to the Business Model.
management permitted Customer Service to be removed from the Business Model and
allowed it to become an appendix, where customers were kept at arms length at as
low a cost as possible. The Call Centre became a Call Producing Factory only
interested in cost per call, length of call. Adoption of
these vendor dictated Metrics gave the Call Centre its False Benchmarks.
(Maybe this article can help)
failed by not
applying common sense and asking : “ If the customer is our most important
asset and the sole source of our revenue stream – how come Call Centres are
not measured on how they add value to revenue”?
were happy, as they didn’t have to share revenue with any one else.
was happy, as no one had to pay attention to the feedback from the customers via
the Call Centres.
centre management was unhappy, but nobody had to pay attention as cost centres
are normally invisible to Senior
need to revisit their Business Model and review the core role customers have in
ensuring profit growth above and beyond, what can be achieved by cost cutting.
Any Business Model, that does not see Customer Service Delivery as an essential
integral part of future revenue creation, will fail. Viewing sales as an
interactive process with the customer is the key to this change. Selling is Service
and Service is Selling.
fails along side the Call Centre Channel, when the Business Model doesn’t view
sales, marketing & service as an integral process.
Senior management can review and implement these changes.
Value Creation in the Call Centre.
CRM & Call Centre Vendors failed to provide us with the tools, we need to
capture & document the Customers Experience. In fact because they only
could measure the mechanics of the call, they created a ‘false’ science of
how to manage a call centre based on call metrics. Sure you need some
operational data to optimise manning and minimise waste – but to make this the
purpose of your activity – you gotta be kidding.
first step is
to realise, that these so called ‘Best Practices’ are seriously flawed and
led us into the tunnel of no meaningful productivity gains in the first place.
step is to
realise that High Customer Satisfaction or Excellent Customer Experience
matters not at all, unless this is reflected in the customer becoming
more profitable to the Business Model. In other words, unless we can develop
methodologies and applications, which allows us to document, how the Customer
Experience leads to more sales at less cost, we’re still fighting the
step is to
realise that the flip side to the coin called Customer Experience is Senior
Management Satisfaction. The Call Centre provides Senior Management Satisfaction
by Value Creation, i.e. engaging customers in interaction with the Aim of 1)
Taking cost & Time out of the process of doing business with us, 2)
Marketing & 3) Selling. Ensuring that these values are captured, documented
& part of the Business Model is the primary job of Call Centre Management.
at the end of the tunnel.
me an optimist, but in the last 12 months I have travelled the world with this
message and been in front of 100’s of major corporations with large Call
Centre operations. Every single senior manager, I spoke to, understood and accepted the
need to integrate the Call Centre with the
Business Model and focus on Value Creation.
Restore Customer Values to all your activities and trust your common sense more than the Vendor-Metrics and you have a head start on the competition. I have located technology (Eyretel) which enables capture & documentation of Value Creation and lets the Call Centre deliver senior management satisfaction for a change. (Eyretel is a sponsor of this web site, because here's a workable solutions for all call centres).
It's really up to you to convince Senior Management that the Call Centre deserves to be allowed to add value to the Business Model
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