The document discusses quality assurance and its relation to sales growth in the teleservices industry. It provides information about the American Teleservices Association (ATA), which represents teleservices companies. The ATA connects channel partners and suppliers in telephone, internet, and email sales, service, and support. Quality assurance is important for developing customer satisfaction data, identifying issues, and using customer interactions as training tools. High quality assurance leads to clarity in representing customers' needs to clients and growth in sales.

1. Quality in Direct Relation to
Growth in Sales
Rafael Manzón
Director, Business Affairs
American Teleservices Association

2. What is the
ATA??

3. AMERICAN TELESERVICES ASSOCIATION
For 25 years, the ATA has been uniting the voice of Teleservices!
For more INFORMATION visit us a www.ATAconnect.org or call
317.816.9336

4. MEMBERS BY
BUSINESS TYPE
The American Teleservices Association represents channel users and suppliers that
initiate, facilitate and generate telephone, internet and email sales, service and support.
Users of Outsourced
Service/Product Providers Teleservices
Other
11% 11%
11%
Consultants
15%
Inbound/Outbound/In-House
Contact Centers
52%
For more INFORMATION visit us a www.ATAconnect.org or call
317.816.9336

5. Information
Gathering Collaboration
For more INFORMATION visit us a www.ATAconnect.org or call
317.816.9336

6. Contact Center Elements
People Process Technology
Skilled, Trained How the Work Appropriate
Motivated Agents Gets Done Technology
Tools
Provided by Witness Systems at ATA Convention

7. How Do Customers Feel About
Customer Service?
Studies reveal that 80 percent of consumers say customer service
has a significant influence on consumers’ opinion of a company.
Eighty-five percent of consumers said they would stop using a
company’s product or service following a bad call center experience.

8. Quality Assurance
– Develop External Data on Customer Satisfaction
– Root Cause Analysis Capable
– Use Recorded Calls as Training & Agent Skill
Development Tools
– Provide Information to other Depts.
– Provide Information to Executive Team
Create clarity by representing the true voice of
the customer to your client.

9. Overcoming
FEAR

10. Outsourcing

11. 10

12. 10. India is the only place with
enough scale to support global
work
Peru boasts a
strong
infrastructure…

13. 9. Attrition is rampant in
offshore locations
Proud employees keep their jobs
longer and perform better with
customers.

14. 8. Offshore savings are
dwindling due to rising wages

16. 7. Data security & information risk
are major concerns offshore

17. 6. The customer experience will
suffer
More agents @ lower cost
=
less wait time
24x7 Support @ lower cost
=
More hours of service

18. DELIVERING A WORLD CLASS
CUSTOMER EXPERIENCE
Customer Satisfaction : Disputes
Location Disputes
MUMBAI 87%
US 1 87%
US 2 84%
Overall Average 86%
“Overall, Mumbai performance is generally in line with the other sites
which work the same queue at substantial volumes”
Quality Assurance Manager U.S.. JPMORGANCHASE
Provided by JPMORGANCHASE at ATA Convention

19. 5. Companies are moving work
back to U.S. because of Sub-Par
performance

20. 4. Globalization is bad for U.S.
Workforce by job gains in other
U.S. job losses to offshore have been offset
industries
Manufacturing sector lost 5 million jobs between 1979 and 2004, and
U.S. employment grew by 40 million during that time period.
US Unemployment rate
7.00%
6.00%
5.00%
4.00% US Unemployment
3.00% rate
2.00%
1.00%
0.00%
2002 2003 2004 2005 2006 2007
Individual workers are threatened by offshore but not the economy as a whole
Provided by JPMORGANCHASE at ATA Convention

21. 3. “My Work” is too complicated. It
can’t be done offshore

22. 2. Globalization kills morale in the
remaining U.S. locations
A stronger company is built when
service can be provided more
efficiently with higher service
levels…

23. 1. Globalization is a “FAD”

24. Latin America – drivers & inhibitors
Drivers Inhibitors
Cost
Perceived security risks
– Latin America agent prices among
– Concern over safety of
the lowest in the world; investment / employees an
ongoing issue;
Accessibility – Rhetoric from some regional
– Many Latin American offshore leaders decidedly anti-FDI;
locations are easily reached from
the USA; Language skills
– Do Latin American agents have
English-skills needed to serve
Ongoing stability North America?
– Major Latin American markets are
pushing open economies, Market disparity
transparent legal systems and
- Latin American contact center
fiscal responsibility; markets heterogeneous;
Labor availability Distance
– Enthusiastic graduate population – Some South American
ready to staff contact centers. destinations require a full day’s
travel.
Provided by DATAMONITOR at ATA Convention

25. Conclusions
•Latin American offshoring is a good bet
depending on the market
– Key is to locate markets with:
capacity, stability and affordability
Provided by DATAMONITOR at ATA Convention

26. Contact Center Concerns
Schedule
Forecast
Budget
Processes
Train
Recruit Analyze
Monitor

27. An agent can often be the only
personal communication between
a company and its customers…
Make sure you put your best face
forward.

28. Quality assurance will throw up
red flags as soon as a problem is
discovered.

29. Quality assurance measures
agent proficiency.

30. Rebuttal assurance.

31. Pressures on the Customer Service
Organization
Importance of Service Variables to Customers
Indexed, 2005-2006
5
4.0
2.5
1.6 1.7
0
Speed of Answer Handle Time Issue Resolution
Source: Customer Contact Council Research

32. The increasing focus on issue
resolution…
Trade Press Mentions of First Contact Resolution
2000-2006, Indexed
500
250
0
2000 2001 2002 2003 2004 2005 2006
Source: Customer Contact Council Research

33. Common Telemarketing Goals
to be met…
• Enhanced Performance
• Increased Quality
• Lower Acquisition Cost

34. 7 Tips for Success

35. 1. Adopt a team approach
Organize your
resources so you
have their key input in
good time for your
deadlines.
Look around for those
who can help your bid
within and outside
your organization.

36. 2. Qualify all opportunities
Is it good business for
you?
Should you invest the
time?
Do you make a strong
case?

37. 3. Show Evidence
show how you will
deliver value
What contribution will you make to
their business goals and ambitions?

38. 4. Use Case Studies
Every client has a
win!
Nothing beats data…

39. 5. Persuade
Incorporate a benefit statement into the description
as quickly as possible-something that the decision
maker cares about.
Do this even in RFP sections where the original
question only asked "describe how you do
something."

40. 6. Quality Matters
All communication
counts!
Presentation is
Important.

41. 7. Create Trust
Every conversation counts.
Every expectation matters.

42. Quality in Direct Relation to
Growth in Sales
Rafael Manzón
Director, Business Affairs
American Teleservices Association