How to Make Your Contact Center
a Strategic Goldmine
for the Enterprise
Lynn Hunsaker, Customer Experience Optimization St...
Page 2© 2010 Focus, Inc. All rights reserved.
1. Customer Experience Enables Paychecks
Discover Customer Needs
Create Solu...
Page 3© 2010 Focus, Inc. All rights reserved.
Root Causes of Dissatisfaction & Contacts
Customer
20-30%
Employee
20%
Compa...
Page 4© 2010 Focus, Inc. All rights reserved.
2. Service is a Window to Customer Experience
Why Do Customers
Contact You?
...
Page 5© 2010 Focus, Inc. All rights reserved.
3. Re-Frame Contact Center Roles
Customer
Company
Value
Irritant
IrritantVal...
Page 6© 2010 Focus, Inc. All rights reserved.
Balance Contact Center Goals
Improve
Customer
Experience
Increase
Revenue
Re...
Page 7© 2010 Focus, Inc. All rights reserved.
4. Address Entire Customer Experience
Desired
Outcomes
Product Service
Busin...
Page 8© 2010 Focus, Inc. All rights reserved.
Contact Center Change Agent Opportunities
Policies
Processes
Culture
Affinit...
Page 9© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
See the whole presentation in ClearAction Insiders!
Page 10© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
If You Like These Concepts, Get the Book!
>30 Tools &
Tec...
Page 11© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
If You Like These Concepts, Get the Book!
5 Keys Explaine...
Page 12© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
If You Like These Concepts, Get the Book!
4 Keys Explaine...
Page 13© 2010 Focus, Inc. All rights reserved.
ClearAction Consulting Clients
“ClearAction taught us things
that wouldn’t ...
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
Custome...
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Contact Center is a Gold Mine for Customer Experience Improvement Company-wide

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Customer comments in the contact center are underutilized gold mines for guiding your whole company in improving and differentiating customer experience for stronger business results.

See http://ClearActionCX.com

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Contact Center is a Gold Mine for Customer Experience Improvement Company-wide

  1. 1. How to Make Your Contact Center a Strategic Goldmine for the Enterprise Lynn Hunsaker, Customer Experience Optimization Strategist, ClearAction
  2. 2. Page 2© 2010 Focus, Inc. All rights reserved. 1. Customer Experience Enables Paychecks Discover Customer Needs Create Solutions & Deliver Superior Customer Experience Receive Revenue Streams for Salaries, etc.
  3. 3. Page 3© 2010 Focus, Inc. All rights reserved. Root Causes of Dissatisfaction & Contacts Customer 20-30% Employee 20% Company 40-60% Wrong expectations Customer error Fails to follow policy Attitude Products & services don’t meet expectations Marketing miscommunication Broken processes Source: TARP Worldwide
  4. 4. Page 4© 2010 Focus, Inc. All rights reserved. 2. Service is a Window to Customer Experience Why Do Customers Contact You? How to Close the Loop with Customers? Desired Outcome Eliminate Automate Simplify Improve Leverage How to Predict, Prevent & Delight?
  5. 5. Page 5© 2010 Focus, Inc. All rights reserved. 3. Re-Frame Contact Center Roles Customer Company Value Irritant IrritantValue (Learn, operating costs, revenues) (Do not want the interaction) (Do not want the interaction) (Save money, get support & advice) Simplify & Improve Operations “X broke when I tried to ___” Leverage & Spend More Time “I want to buy ___” Eliminate Root Cause or Develop “How do I ___” Automate for Self-Service or Proactive Alerts “Where can I get ___” 22% 40% 10% 28% Source: “The Best Service is No Service” by Bill Price & David Jaffe
  6. 6. Page 6© 2010 Focus, Inc. All rights reserved. Balance Contact Center Goals Improve Customer Experience Increase Revenue Reduce Costs Metrics: translate customer expectations to tactical execution Too much of a good thing can be disastrous
  7. 7. Page 7© 2010 Focus, Inc. All rights reserved. 4. Address Entire Customer Experience Desired Outcomes Product Service Business Model Affinities Convenience Policies Processes Culture Means-to-an-End Firm’s Solution Total Costs Money Time Energy Psychic Total Value Product Service Personnel Image Need Awareness Need ExtinctionCircumstance
  8. 8. Page 8© 2010 Focus, Inc. All rights reserved. Contact Center Change Agent Opportunities Policies Processes Culture Affinities Convenience Product Service
  9. 9. Page 9© 2010 Focus, Inc. All rights reserved. ClearActionCX.com See the whole presentation in ClearAction Insiders!
  10. 10. Page 10© 2010 Focus, Inc. All rights reserved. ClearActionCX.com If You Like These Concepts, Get the Book! >30 Tools & Techniques Step-by-Step Guidelines
  11. 11. Page 11© 2010 Focus, Inc. All rights reserved. ClearActionCX.com If You Like These Concepts, Get the Book! 5 Keys Explained >20 Tools & Techniques Step-by-Step Guidelines
  12. 12. Page 12© 2010 Focus, Inc. All rights reserved. ClearActionCX.com If You Like These Concepts, Get the Book! 4 Keys Explained 10 Templates Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
  13. 13. Page 13© 2010 Focus, Inc. All rights reserved. ClearAction Consulting Clients “ClearAction taught us things that wouldn’t readily cross our minds and has increased our efficiency & accuracy in many areas. We highly recommend ClearAction as a business consultant.” Partial List Send us a note: OptimizeCX@ClearActionCX.com
  14. 14. OptimizeCX@ClearActionCX.com tel +1 408 687 9700 Lynn Hunsaker ClearAction company/clearaction-llc +ClearActionCXO CustomerExperienceOptimization

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