Published on March 9, 2014
A Simple Plan : Enhanced Contact Center By : Ashutosh Anil
What can be achieved? What will this plan enhance? World Class Customer Satisfaction Maximum First Contact Resolution Talent attraction & retention for Contact center Incremental relationship & revenue growth Customer Ambassadors for the Brand
Today’s Culprit – Inverted Empowerment Pyramid… HIGH LOW HIGH LOW
Step 1 - Systemize Knowledge Transfer
Knowledge Transfer Methodology…
Step 2 - Proactive Checks - Rollouts & Changes
Establish Controls : Inspect what you expect… Quiz & Survey mechanism to evaluate Training, Trainer and trainees
Step 3 - Empower & Reboot Expectations
Project EM-Power CCO…Redefine Role Ownership: Example: Change the name & mindset from agent / rep to “Customer Care Officer” Empower frontline agents to make decisions and recognize them for it. Teach them to negotiate Commitment: Empower them to have follow up time as needed so they call back customers Expertise & Credit: Allow the agents to build expertise by mixing tenured with new via seating plans and controlling shift spreads. Reward top quartile by nonmonetary but widely visible rewards
Step 4 - SME & Performance Reward Tiers
ROI on Contact Center Talent: SMEs We know that these SMEs (Subject Matter Experts) are the single most important link in the chain when it comes to dissemination of information to contact center frontline What I recommend: The role needs to be formalized & clearly defined by the brand and not the vendors to mirror your strategic priorities (Less admin tasks, more on ground mentorship, training, YJacking, identifying bottom quartile on CSAT/FCR and one on one coaching, taking calls to keep abreast etc.) Use SME Role as a reward for top 3-5% performers and conduct interviews to maintain how serious and important the role is to your brand The SME role needs to represent your brand and by that also allow you to get critical feedback and information on what is going well and what’s not within Contact center / vendor space(s). To ensure this, relate their dotted line reporting to your brand leadership and limited or no reporting to vendor partners Create R&R or Compensation structure for this role to be be in your brand’s strategic control. Hiring and firing decision should sit with your brand and not vendors as the role is pivotal to the success of your customer relationships.
Step 5 - In-House Quality Assurance
The In-House QA Approach… Develop In-House QA More than just a glorified listener of interactions. Empower your QA to become an active participant in the organizational strategy & a key input source for improvement of Customer Experience Gather & Provide Enhancements & Feedback for Training Gather & Provide Coaching & Feedback to Contact Centers Gather & Provide Feedback for Customer Exerience Liaise with in-House Subject Matter experts Monitor Customer Exchanges with Brand
Conclusion: A 5 Step Enhanced Contact Center Systemize Knowledge Transfer: Create controls around your brand’s voice (Contact Center) - Intake, Training & Content Proactive Checks - Rollouts & Changes: Maintain Checks & Balances before, during & After Dynamically assess & change programs as needed based on frontline feedback & scores on assessments Empower & Reboot Expectations: Redefine roles & responsibilities to turn people into powerful voices Let the frontline feel the empowerment to own & manage their customers Use leaders as instruments of self discovery to promote “progress not perfection” and allow contact center frontline freedom to make mistakes & learn from them SME & Performance Reward Tiers Use the top talent as guidance team to execute key strategies Empower them to directly provide feedback from ground level to executives Reward top quartile through well defined career advancement opportunities to groom future leaders In-House Quality Assurance: Learn from Customers & frontline & leverage active listening to shape customer experience & process improvement Use QA Feedback sharing sessions as stakeholder engagement Platform to bring every part of the brand together & build Customer centricity “In Summary, it’s all about refining - defining & changing approaches… Let’s create world class, customer centric & people powered brands…”
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