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Around the world in 80 minutes




          Philip Cohen
            Sweden
• Our history
• Global overview
• Major components
• New media
• Consumer perception
• Legislations: self regulation
• Offshore
Our history

1908 – Telesales
1960 – Ford case
1969 – Telemarketing
1991 – Call center
2000 – Contact center / teleservices
2008 – 100 years since it all started!
La vuelta al mundo en 80 minutos
3 major components

 • Technology: supports processes / people
 • Processes
 • People
Technology

 • ACD
 • CTI
 • Dialler
 • Interactive voice response, IVR
 • Speech recognition
 • Workforce management systems
 • IP-telephony
Processes

 • Client – center – consumer / customer
 • Database
 • Automation: self-service – live agent
 • Strategy
Strategy

 • GEAC – General Electric Answer Center
 • First Direct
 • 3M UK
 • DialAmerica
People

 • “Contact centers are people business –
  people wanting to talk with other people”
 • Agent – profile
         – supply
 • Supervisor / team leader – key role
E-media

 • E-mail: Internet
 • Not a replacement for telephone – a new channel – consumer choice
Consumer perception

 Not positive if it works: negative if it does not


 • Queues
 • Menus – “rule of three”
 • Music
 • First Call Resolution
Legislation: self-regulation

 Legislation
 • Data protection
 • Do Not Call-lists (DNC)
 • Right to cancel
 Self-regulation
 • National rules
 • International Chamber of Commerce (ICC)
  - www.iccwbo.org / Marketing & advertising / Consolidated ICC Code
                                              (Spanish pdf)
Trend: Offshore outsourcing

 • English-speaking
 • Spanish-speaking
Offshore comparisons

 15 factors to consider, incl.
 • Technology: quality / cost
 • People – cost
             quality: education / language
 • Legislation


 (Property; time-zones; climate; accessibility, etc.)
Offshore comparisons

 Compare like with like, example
              Lima     Bogota   Panama      Guatemala   Dom. Rep   Santiago
 CC Agent     314      304      350         390         363        494
 (USD/mth)**n/a        750      625         450         380        1000
 Office
 Rental     16,0       23,3     22,5        21,5        ?          21,7
 USD/m2/mth

 Total cost
 per hour     ?        ?        ?           ?           ?          ?


 *   Advertised gross salary, job search engines
 ** Figures from AT Kearney
 NB. Figures not accurate; do your own research!
Offshore – market/marketing

 • Is your target market (Hispanic) US – or other Hispanic countries?
  - 45 million Hispanics in US
  - 440 million Spanish-speaking globally
 • Commission a report
 • Start a newsletter
Contact details
Philip Cohen
Philip Cohen Consultant AB
Stationsgatan 3
SE-931 31 Skelleftea
Sweden

Phone: +46 910 776699
E-mail: philco@philipcohen.se

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La vuelta al mundo en 80 minutos

  • 1. Around the world in 80 minutes Philip Cohen Sweden
  • 2. • Our history • Global overview • Major components • New media • Consumer perception • Legislations: self regulation • Offshore
  • 3. Our history 1908 – Telesales 1960 – Ford case 1969 – Telemarketing 1991 – Call center 2000 – Contact center / teleservices 2008 – 100 years since it all started!
  • 5. 3 major components • Technology: supports processes / people • Processes • People
  • 6. Technology • ACD • CTI • Dialler • Interactive voice response, IVR • Speech recognition • Workforce management systems • IP-telephony
  • 7. Processes • Client – center – consumer / customer • Database • Automation: self-service – live agent • Strategy
  • 8. Strategy • GEAC – General Electric Answer Center • First Direct • 3M UK • DialAmerica
  • 9. People • “Contact centers are people business – people wanting to talk with other people” • Agent – profile – supply • Supervisor / team leader – key role
  • 10. E-media • E-mail: Internet • Not a replacement for telephone – a new channel – consumer choice
  • 11. Consumer perception Not positive if it works: negative if it does not • Queues • Menus – “rule of three” • Music • First Call Resolution
  • 12. Legislation: self-regulation Legislation • Data protection • Do Not Call-lists (DNC) • Right to cancel Self-regulation • National rules • International Chamber of Commerce (ICC) - www.iccwbo.org / Marketing & advertising / Consolidated ICC Code (Spanish pdf)
  • 13. Trend: Offshore outsourcing • English-speaking • Spanish-speaking
  • 14. Offshore comparisons 15 factors to consider, incl. • Technology: quality / cost • People – cost quality: education / language • Legislation (Property; time-zones; climate; accessibility, etc.)
  • 15. Offshore comparisons Compare like with like, example Lima Bogota Panama Guatemala Dom. Rep Santiago CC Agent 314 304 350 390 363 494 (USD/mth)**n/a 750 625 450 380 1000 Office Rental 16,0 23,3 22,5 21,5 ? 21,7 USD/m2/mth Total cost per hour ? ? ? ? ? ? * Advertised gross salary, job search engines ** Figures from AT Kearney NB. Figures not accurate; do your own research!
  • 16. Offshore – market/marketing • Is your target market (Hispanic) US – or other Hispanic countries? - 45 million Hispanics in US - 440 million Spanish-speaking globally • Commission a report • Start a newsletter
  • 17. Contact details Philip Cohen Philip Cohen Consultant AB Stationsgatan 3 SE-931 31 Skelleftea Sweden Phone: +46 910 776699 E-mail: philco@philipcohen.se