Contact Centre Industry Specialists<br />CONTACT CENTRE & SERVICE OPTIMISATION<br />Global & Regional Trends,<br />Opportunities & Scenarios<br />Rod Jones<br />Consultant – Analyst <br />CITY of TSHWANECustomer Relations ConferenceFor Leaders 24 June 2009<br />
ABOUT THIS PRESENTATION <br />This particular version of “Contact centre Optimization” was presented to a large group of senior managers at the Customer relations Conference of the City of Tshwane on 24 June 2009.<br />For a FULL SCREEN presentation, go to the bottom of this screen and click on THIS icon.<br />
Increase<br />Customer<br />Satisfaction<br />Increase<br />Efficiencies<br />Increase<br />Revenue<br />Reduce<br />Risk<br />Reduce Cost<br />Of Operations<br />KEY STRATEGIC IMPERATIVES FOR THIS LOCAL AUTHORITY<br />Deliver ‘World Class’ Services <br />
STRATEGIES<br />PROGRAMMES<br />PEOPLE<br />PROCESSES<br />FRAGMENTED TECHNOLOGIES<br />When it comes to Service Delivery…<br />MANY ORGANISATIONSARE MISALIGNED<br />
It must rise to meet service expectations and demands.
Need to deliver on the promises made by government.
How local authorities manage customer service delivery performance will be the measure of their success.
Leadership’s success will also be measured by customer service delivery.
The organisation needs to develop new approaches to service delivery.</li></li></ul><li>DEVELOPING THE FRAMEWORK FOR THE CUSTOMER SERVICE PROGRAMME <br />FIVE KEYS TO BECOMING A CUSTOMER CENTRIC LOCAL AUTHORITY<br /> CUSTOMER INSIGHT<br /> ORGANISATIONAL CULTURE<br /><ul><li>Is there a real in-depth understanding of the organisation’s customers?
Does the organisation systematically and methodically engage with customers on service delivery issues?
Is Customer Satisfaction measured and benchmarked?
Does the organisation truly have a “customer focussed” culture?
Is the organisation committed to achieving service delivery excellence?
Does the organisation value staff in customer service roles?</li></li></ul><li> INFORMATION & ACCESS<br /><ul><li>Does the organisation provide accurate and complete information to customers?
Is Information and all services made easily available to all customers?</li></ul> SERVICE DELIVERY<br /><ul><li>Are there clearly specified, precise and measurable standards for service delivery?
Does the organisation deliver on its service delivery promises?
Are there effective and efficient mechanisms for dealing with service delivery problems and complaints?</li></li></ul><li> SERVICE DELIVERY TIMELINES & QUALITY<br /><ul><li>Is there a formal Quality Assurance programme in place and reported on regularly?
Are Service Levels and Quality Assurance externally audited on an on-going basis?
Does the organisation publish its service delivery standards?
Are the service standards aligned with international “Best Practice”?
Are all service delivery standards monitored, measured & reported on for all departments?
Do all processes facilitate ease measurement? </li></li></ul><li>CONTACT CENTRESto achieve<br />SERVICE DELIVERY OPTIMISATION<br />
Customer Contact Centre<br />Handles ALL channels<br />Telephone<br />Fax<br />eMail<br />VoiceMail<br />SMS<br />Web / Web Chat<br />Scanned paper / posted documents<br />Walk-In (face-to-face) customer service<br />Live Video Interaction<br />Call Centre<br /><ul><li>Only handles telephone calls</li></li></ul><li>Contact Centres –BENEFITS TO CUSTOMERS<br />Easy Access To Service<br />Reduced Cost Of Obtaining Service<br />Choice Of Communication Channel/S<br />Fast Response – ‘Phone Is Faster’<br />Consistency Of Service <br />Human Interaction<br />Access To Information<br />Access To Actions<br />‘Voice Is King’ Where Literacy Is A Problem<br />
BENEFITS TO THE ORGANISATION<br />Lower cost of service<br />Monitored & Managed<br />Quality Management<br />Discipline<br />Centralised<br />Economies of Scale<br />Centre of Excellence<br />Customer Retention<br />Customer Satisfaction<br />Up-Sell and Cross Sell Services<br />Debt Collection or Debtor Management<br />
Critical Success Factorsfor a Quality Contact Centre<br />Ease of Access<br /><ul><li>Customers can communicate when they want to and use the channel that they prefer – at that time.</li></ul>Fast Resolution<br /><ul><li>“All-in-One-Call”. First Call Resolution
Increase efficiencies</li></li></ul><li>Advantages of Customer Relationship Management <br />Using CRM strategies & technologies….<br />Provide better customer service <br />Increase customer revenues <br />Discover new customers <br />Cross sell/Up Sell services more effectively <br />Help sales staff provide faster services<br />Make call centers more efficient <br />Simplify customer communications(Where appropriate, automate certain processes)<br />The types of data CRM systems collect and effectively use to achieve organizational goals:<br /><ul><li> Customer contact data
Channel preferences</li></li></ul><li>What does a Customer Centric Strategy Demand?<br />Total Commitment by the organisation – from the top, down.<br />Intimate Knowledge about who our customers are.<br />A thorough understanding of the Economics of CRM & Customer Service<br />Acceptance of the principle that customers determine their Needs and what it is that they Value.<br />Organisation prepared to adapt or alter Business Processes to give customers what they value.<br />Give customers the communication Choices and Options that they want.<br />
CRM is not for The Faint-Hearted<br />So.. What will it take ?<br />Total Commitment– from the CEO down.<br />Complete review of all Business Strategies.<br />Review of all Business Rulesand Processes.<br />Accurate and current Customer Data.<br />Analysisof customer data / information.<br />Company and product (service) Knowledge and Information.<br />Integrationof ALL systems and technologies.<br />Empowermentthrough skilling / training.<br />Enabling technologies.<br />Knowledgeable and reliable Business Partners/ solution providers. <br />Knowledge-based decision-making.<br />Planning, Planning and more Planning.<br />
Moving Ahead into Real Service Delivery<br />OLD PARADIGM<br />NEW PARADIGM<br />Call center is a support function<br />Call center is a source of value creation<br />Customer service is a necessary evil<br />Customer service is a Key Strategic Imperative<br />Reactive mindset<br />Proactive mindset<br />Play catch-up with customer needs and expectations<br />Stay ahead of customer needs and expectations<br /> Goal is customer satisfaction<br />Goal is customer advocacy and product differentiation<br />
Global &Domestic Trends and Possible Impact <br />
RISKS<br />Security Issues <br /><ul><li>Privacy vs Personalisation
Rapid access to confidential data required to deliver World Class Customer Service
Monitoring of employees / Security & Performance
Fraud Detection / Risk Management </li></li></ul><li>So… You Want World Class Service Delivery ?<br />Napoleon IEmperor of the French<br />1769 - 1821<br />“Men, horses and cannon are useful in battle<br /> But Strategy and Planning win wars”<br />
Towards Operational Optimisation<br />To Achieve “World Class” Service Delivery <br />ACTION PLAN – THE WAY AHEAD<br />AssessCurrent Operational Realities<br />- Audit all departments using an internationally aligned public sector audit methodology<br />Establish Clear Baselines & Goals<br />Benchmark <br />- Audit & Benchmark against SABS Contact Centre & Back Office Standards & Own Objectives<br />Establish Realistic Quarterly Milestones<br /> Assign Dedicated Resources<br /> Monitor & Manage <br />: Constantly Re-assess <br />
Thank You for This Opportunity<br />The C3Africa Group provides a comprehensive range of professional services from Contact Centre and Call Centre Strategic development and implementation to staffing, training and operational optimization.<br />