Keys to increasing the value and growth of contact centers

As the daily lives of consumers become more digital, their relationship with service providers such as banks, telecommunications or insurance companies, etc., through their contact center is also being transformed. However, personal telephone interactions will continue to be preferred and have a great value over the next five years.

How to increase the value of contact centers

Many companies, while trying to evolve towards digitalization, also strive to improve the value and the customer experience in their contact center. This is a trend that has been growing steadily for years, and will continue to do so over the next five years, although a win-win relationship between buyers and suppliers will be essential.

A recent report by global management consulting firm AT Kearney under the title “Three Steps to Modernize Procurement of Contact Center Services” highlights how companies can “transform cost and customer experience” by stimulating and generating value and innovation that are advantageous for both customers and contact center providers. According to AT Kearney, this will be possible based on “three movements”:

Identify and understand what improves margins of suppliers

The profitability of the contact center depends essentially on the scalability and the levels of use of the individual work places. Therefore, specifying the size of teams and the number and frequency of quality reports that will be delivered block vendors rather than encouraging them to propose solutions based on the diversity of their industry and country. These factors are key to providing a high quality service and value that stimulates the business growth.

Review the purchase model

For decades, the acquisition of contact center services has been based on proposals that left little time to analyze the situation and undertake an effective search for solutions. Now, instead, in a context of win-win partnership, suppliers participate in creative improvement sessions that go beyond standard solutions.

Reconsider the contract

Contracts governing outsourced contact centers have evolved to include details; specifications and also limitations that often make it difficult to improve the customer experience and optimize delivery costs. Based on this experience, and in that context of win-win partnership, the contract between a customer and a supplier should be governed by principles such as:

• Create a mutually beneficial partnership that gives the supplier a competitive edge and the possibility of increasing its profits over time, while offering continuous cost improvements for the buyer.

• Leverage the supplier experience and enable it to optimize delivery.

• Encourage the multidisciplinary character of agents to reduce the cost of hiring and training while acquiring new skills.

• Focus on leveraging scalability and offering national contact centers, since it is more effective to implement agents that speak the client’s language to capture sales.