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Callforce: Creating world class contact centres

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South Africa is known as a quality destination for BPO operations, but where are contact centre salaries positioned in relation to this promise of quality service delivery?

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Callforce: Creating world class contact centres

  1. 1. Innovative People Solutions CHT Presentation Creating World Class Contact Centres “Motivating Staff for Optimum Performance” CCMG Durban
  2. 2. Agenda 27-11-2017 CallForce Presentation 2 Overview of Agenda BPO Landscape Creating World Class Contact Centres Understanding the BPO Remuneration Landscape Key Elements to Success Introduction
  3. 3. Agenda 27-11-2017 CallForce Presentation 3 Background & Experience in Outsourced People Solutions “People always Come first!” Key differentiator in our business is PEOPLE Started CallForce in 2000 with 2 staff Focus on BPO services and flexible staffing Grown to hundreds of internal staff over the past 16 years
  4. 4. Agenda 27-11-2017 CallForce Presentation 4 Overview of Agenda Introduction BPO Landscape Creating World Class Contact Centres Understanding the BPO Remuneration Landscape Key Elements to Success BPO Landscape
  5. 5. Agenda 27-11-2017 CallForce Presentation 5 The Job creation opportunity There is a window of opportunity for the international BPS market to grow substantially over the next five years. Estimates of addressable growth range between 30,000 and 70,000.
  6. 6. Agenda 27-11-2017 CallForce Presentation 6 Our Changing Skills Landscape Rising saturation levels in high density BPS locations driving the need for new resource pools and an impact sourcing model A growing drive to professionalize the Sector and sub-sectorsIndustry and ISO standards A new focus on digital age skills Complicating the perceived shortage of entry level, leadership and scare skills in a changing BPS environment
  7. 7. Agenda 27-11-2017 CallForce Presentation 7 Overview of Agenda BPO Landscape Understanding the BPO Remuneration Landscape Key Elements to Success Creating world class contact center's Introduction
  8. 8. 27-11-2017 CallForce Annual Address 8 Organisations say that customers are their main focus yet they remain more focused on cost Employee dissatisfaction leads to customer dissatisfaction and lack of profitability in the contact centre Reinforcing Loop Cost Proposition Customer Dissatisfaction Constrained Centres Employee Dissatisfaction Revenue Neutral / Loss Negative Attrition Pressure to cut costs Lack of Profitability The South African economy moved into recession with the reported decrease of 0,7% in GDP during the first quarter of 2017, following a 0,3% contraction in the fourth quarter of 2016.
  9. 9. 27-11-2017 CallForce Annual Address 9 Agents believe that they are undervalued by their companies 59.9% 26.9% 25.2% 27.4% 9.4% 27.9% 3.5% 8.5% 2.0% 9.5% Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree My role in the company I work for is important The company I work for thinks I am important 85.1% of agents believe their role in the company is important However, only 54.3% believe that the company they work for thinks their role is important
  10. 10. 27-11-2017 CallForce Annual Address 10 There are two very important aspects that a customer expects of a call Transactional Needs What was the call outcome? Was the call resolution to the clients satisfaction? How accurate was the information? Did the agent keep his or her promise? Emotional Needs How was the call handled? Did the client feel important? Was the client the centre of attention? Was the client treated as an individual? Was the client in control of the call? Was the client valued? Was the agent on the customer’s side?
  11. 11. 27-11-2017 CallForce Annual Address 11 The emotional needs of the customer are also the emotional needs of the agent The Customer Universe The Agent Universe Does the client feel important? Is the client the centre of attention? Is the client treated as an individual? Is the client in control of the call? Is the client valued? Is the agent on the customer’s side? Does the agent feel important? Is the agent the centre of attention? Is the agent treated as an individual? Is the agent in control of the call? Is the agent valued? Is the Contact Centre on the agent’s side?
  12. 12. 27-11-2017 CallForce Annual Address 12 Ensuring Agents are motivated, committed and understand the importance of their role is vital Importance of the agent’s role Integration into overall business strategy Breaking down traditional barriers Gold mine opportunity Seen in this integrated fashion, the contact centre therefore becomes an integral part in the overall business strategy of the company
  13. 13. 27-11-2017 CallForce Annual Address 13 The interface between the customer and the company is directly impacted by the agent morale in the contact centre Customer satisfaction begins with employee satisfaction “Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realise it themselves”. Steve Jobs Reinforcing Loop Internal Service Quality Customer Satisfaction Employee Satisfaction Employee Retention & Productivity Revenue Growth Customer Loyalty Internal Investment Profitability
  14. 14. Agenda 27-11-2017 CallForce Presentation 14 Overview of Agenda Introduction BPO Landscape Creating World Class Contact Centres Understanding the BPO Remuneration Landscape Key Elements to Success Understanding the BPO Remuneration Landscape
  15. 15. 27-11-2017 CallForce Annual Address 15 Lack of recognition, lack of career opportunities, and poor leadership are within the top five key reasons why agents leave sooner than expected 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% A B C D E F G H 68.4% 49.1% 45.0% 25.1% 22.8% 18.1%17.5%15.2% A The money is not enough B Lack of recognition and appreciation C Feeling that this is a dead end job D A lack of positive and supportive leadership E Family responsibilities F The distance I must travel to work G Problems caused by shift work H Poor relationship with team leader/supervisor (Agents were asked to choose the 3 most likely)
  16. 16. 27-11-2017 CallForce Annual Address 16 Comparisons between BPO and Captives Streamlined Questionnaire Ensure spread of Regional contribution Representation of Contact centre Size PARTICIPATE Understanding the BPO Remuneration Landscape
  17. 17. Agenda 27-11-2017 CallForce Presentation 17 Profile of Respondent 86.3% 48.0% 25.0% 30.8% 13.0% 11.0% 88.1% 47.5% 22.0% 25.4% 8.5% 13.6% 85.1% 48.3% 26.4% 34.5% 16.1% 9.2% Customer service inbound Customer service outbound Sales inbound Sales outbound Collections Shared services Total BPO Captive Incidence % Total N=146 BPO N=59 Captive N=87 Customer service inbound 86.3 88.1 85.1 Customer service outbound 48.0 47.5 48.3 Sales inbound 25.0 22.0 26.4 Sales outbound 30.8 25.4 34.5 Collections 13.0 8.5 16.1 Shared services 11.0 13.6 9.2
  18. 18. Agenda 27-11-2017 CallForce Presentation 18 Profile Of Respondents 49.3% 37.0% 17.8% 0.7% Gauteng Western Cape KZN Incidence % Total N=146 Gauteng 49.3 Western Cape 37.0 KZN 17.8 Eastern Cape 0.7
  19. 19. Agenda 27-11-2017 CallForce Presentation 19 Distribution of agent working hours 15.9% 8.0% 7.9% 9.5% 42.2% 13.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% < 60 60-99 100-139 140-159 160-179 180-199 Average hours per month
  20. 20. Agenda 27-11-2017 CallForce Presentation 20 BPO vs Captive Agent SalariesR6,750 R5,750 R5,750 R5,750 R9,750 R9,750 R9,750 R9,250 R6,250 R7,750 R7,250 R6,250 R6,250 R10,250 R10,250 R10,250 R9,250 R6,750 Customer service inbound Customer service outbound Sales inbound Sales outbound Collections BPO 0-1 years Captive 0-1 years BPO 1+ years Captive 1+ years
  21. 21. Agenda 27-11-2017 CallForce Presentation 21 BPO vs Captive Provincial Comparison of Agent SalariesR8,750 R8,750 R9,250 R8,750 R6,250 R8,250 R7,750 R7,250 R7,250 R6,250 R9,250 R10,250 R10,250 R8,750 R6,250 R9,250 R8,250 R7,750 R7,750 R6,250 Customer service inbound Customer service outbound Sales inbound Sales outbound Collections Gauteng 0-1 years National 0-1 years Gauteng 1+ years National 1+ years
  22. 22. Agenda 27-11-2017 CallForce Presentation 22 Provincial comparison of Agent SalariesR9,750 R9,250 R5,750 R6,250 R8,250 R7,750 R7,250 R7,250 R6,250 R10,250 R10,250 R6,250 R6,250 R9,250 R8,250 R7,750 R7,750 R6,250 Customer service inbound Customer service outbound Sales inbound Sales outbound Collections Western Cape 0-1 years National 0-1 years Western Cape 1+ years National 1+ years
  23. 23. Agenda 27-11-2017 CallForce Presentation 23 Provincial comparison of Agent SalariesR6,250 R5,750 R6,250 R6,250 R8,250 R7,750 R7,250 R7,250 R6,250 R6,750 R6,250 R7,250 R6,750 R9,250 R8,250 R7,750 R7,750 R6,250 Customer service inbound Customer service outbound Sales inbound Sales outbound Collections KZN 0-1 years National 0-1 years KZN 1+ years National 1+ years
  24. 24. Agenda 27-11-2017 CallForce Presentation 24 Driving Performance through Incentives 90.0% 83.9% 80.6% 58.2% 50.8% Collections Sales outbound Sales inbound Customer service outbound Customer service inbound Commission / incentives paid Sales In & Outbound : R3,000 – R6,000 Collections : R2,500 – R3,000
  25. 25. Agenda 27-11-2017 CallForce Presentation 25 Overview of Agent Benefits 21.6 57.7 19.0 53.1 21.6 21.2 40.5 34.456.9 21.2 40.5 12.5 Medical aid Pension fund Bonus allowance Shift allowance % Contribution to benefits 1%-9% 10%-20% >20% 52.9 53.8 5.9 30.8 41.2 15.4 Meal allowance Travel allowance Meal and travel allowances < R50 R50-R99 >R100 The above information is based on total number of agents
  26. 26. Agenda 27-11-2017 CallForce Presentation 26 Average Salary Increase 8.2% 3.6% 4.6% 11.8% 21.8% 20.0% 18.2% 6.4% 5.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 0% 2% 3% 4% 5% 6% 7% 8% 9%-12% Annual salary increase in last 12 months 70% of agents received 4-7% annual increase
  27. 27. Agenda 27-11-2017 CallForce Presentation 27 % Growth of Support Job Functions in BPO60.0% 55.6% 40.0% 28.9% 33.3% 44.4% 20.0% 73.7% 68.4% 52.6% 47.4% 63.2% 73.7% 5.3% 77.8% 77.8% 66.7% 55.6% 61.1% 66.7% 0.0% 72.2% 77.8% 72.2% 61.1% 66.7% 50.0% 11.1% 92.0% 92.0% 88.0% 64.0% 72.0% 80.0% 4.0% Quality Assurance Training & Development Human Resources MIS Workforce Management IT Support None of the above <50 51-100 101-200 201-500 >500 Incidence % <50 N=45 51 to 100 N=19 101 to200 N=18 201 to 500 N=18 >500 N=25 Quality Assurance 60.0 73.7 77.8 72.2 92.0 Training & Development 55.6 68.4 77.8 77.8 92.0 Human Resources 40.0 52.6 66.7 72.2 88.0 Management Information Systems (MIS) 28.9 47.4 55.6 61.1 64.0 Workforce Management 33.3 63.2 61.1 66.7 72.0 IT Support 44.4 73.7 66.7 50.0 80.0 None of the above 20.0 5.3 0.0 11.1 4.0
  28. 28. Agenda 27-11-2017 CallForce Presentation 28 Overview of Agenda Introduction BPO Landscape Creating World Class Contact Centres Understanding the BPO Remuneration Landscape Key elements to success – Our Case Study
  29. 29. Agenda 27-11-2017 CallForce Presentation 29 Agent satisfaction leads directly to customer satisfaction and overall contact centre success Agent Universe = Customer Universe Customer Satisfaction Revenue Growth Profitability Customer Loyalty Satisfied Clients Satisfied Agents Internal Service Quality
  30. 30. 27-11-2017 CallForce Annual Address 30 How do we address this when we are all under Pressure to …… Reduce Operational Costs Increase Business Efficiency Increase Customer Satisfaction “70 – 75% of costs relate to Salaries” 70 – 75%
  31. 31. 27-11-2017 CallForce Annual Address 31 Our Case Study Partnership
  32. 32. 27-11-2017 CallForce Annual Address 32 The CallForce Virtual Language Centre Operation Across 12 different levels Into 3 Asian Countries Operating from 23:30 to 18:30 / 365 days per year Deliver 45 minute training sessions 2 Centres in Johannesburg and Cape Town
  33. 33. 27-11-2017 CallForce Annual Address 33 There are five key elements to our success Strong Leadership Benchmarking & Optimizing Performance High Performance Culture Growing & Developing Attracting SUCCESS
  34. 34. 27-11-2017 CallForce Annual Address 34 Remuneration alone does not get the results! “600 staff achieving this phenomenal World Class Performance”.

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