[Insert presentation title] Page 1

CCMG 2015

11 February 2015

Durban, South Africa

[Insert presentation title] Page 2

Agenda

• Welcome

• The ‘holy grail’ of call centres

• Why change the approach?

• A leopard can change its spots!

• One quick win

• Characteristics of successful call centres

• Questions

[Insert presentation title] Page 3

Moved from…

[Insert presentation title] Page 4

Moved to…

[Insert presentation title] Page 5

The ‘holy grail’ of call centres...

Source: Goodman, John, et.al, “Maximizing the Value of Customer Feedback” in Quality Progress, Dec.1996, p. 36

Effective customer contact

management

Doing the job

right the

first time

Maximum customer

satisfaction/

brand loyalty

+ =

Respond to

individual customers

Identify sources of

dissatisfaction

Conduct root

cause analysisFeedback on

prevention

[Insert presentation title] Page 6

• Order processing

• Query management

• Hand off to back office

• Little or no empowerment of call centre agents

• Obsession with service levels

• Obsession with costs

• The interaction is commodity based- once off

Value based model

• Match customer need to the ideal product or service

• Query resolution

• Automated processes/workflow

• Empowered agents

• Obsession with value created for the customer

• Obsession with value created for the organization

• The interaction builds strong relationships and brand loyalty

A fresh approach?

Transactional model

[Insert presentation title] Page 7

A leopard can change its spots!

[Insert presentation title] Page 8

A leopard can change its spots!

Traditional approach

• Easy to score

• Follows a script

• High score

• Was the customer satisfied?

Fresh approach

• More difficult to score

• Follows guides & human intuition

• Lower score

• Customer satisfaction higher?

[Insert presentation title] Page 9

One quick win

[Insert presentation title] Page 10

•They define their strategy

‒ They start with the customer in mind

‒ They define how they will get there

‒ They are clear on what success will look like?

• They identify suitable technology to enable self service and agent assisted query resolution

• They define the operating model- self service vs. agent assisted and deploy correct resourcing to support the operating model

• They invest in training

• They invest in voice of the customer initiatives

• They invest in retaining call centre agents

• They create centres of excellence as the call centre matures

• They invest in continuous improvement

• They move from a transactional model to a value based model

Characteristics of successful call centres

[Insert presentation title] Page 11

Thank you!

Luvendra Naidu

Head: Business Development

E-mail: Luvendran@iccco.co.za

Questions?