Quality in Direct Relation to

Growth in Sales

Rafael Manzón

Director, Business Affairs

American Teleservices Association

What is the

ATA??

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

MEMBERS BY BUSINESS TYPE

Other

11%

Users of Outsourced

Teleservices

11%

Service/Product Providers

11%

The American Teleservices Association represents channel users and suppliers that

initiate, facilitate and generate telephone, internet and email sales, service and support.

Consultants

15%

Inbound/Outbound/In-House

Contact Centers

52%

For more INFORMATION visit us a www.ATAconnect.org or call

317.816.9336

Information Gathering

Collaboration

For more INFORMATION visit us a www.ATAconnect.org or call

317.816.9336

Contact Center Elements

Process TechnologyPeople

How the Work

Gets Done

Appropriate

Technology

Tools

Skilled, Trained

Motivated Agents

Provided by Witness Systems at ATA Convention

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.

– Develop External Data on Customer Satisfaction

– Root Cause Analysis Capable

– Use Recorded Calls as Training & Agent Skill Development Tools

– Provide Information to other Depts.

Quality Assurance

– Provide Information to other Depts.

– Provide Information to Executive Team

Create clarity by representing the true voice of the customer to your client.the customer to your client.

Overcoming

FEAR

Outsourcing

10

10. India is the only place with

enough scale to support global

work

Peru boasts a

strong

infrastructure…

9. Attrition is rampant in

offshore locations

Proud employees keep their jobs

longer and perform better with

customers.

8. Offshore savings are

dwindling due to rising wages

7. Data security & information risk

are major concerns offshore

6. The customer experience will

suffer More agents @ lower cost

=

less wait time

24x7 Support @ lower cost

=

More hours of service

Customer Satisfaction : Disputes

DELIVERING A WORLD CLASS

CUSTOMER EXPERIENCE

Location Disputes

MUMBAI 87%

US 1 87%

“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

US 1 87%

US 2 84%

Overall Average 86%

Provided by JPMORGANCHASE at ATA Convention

5. Companies are moving work

back to U.S. because of Sub-Par

performance

4. Globalization is bad for U.S.

Workforce

US Unemployment rate

� U.S. job losses to offshore have been offset by job gains in other

industries

� Manufacturing sector lost 5 million jobs between 1979 and 2004, and

U.S. employment grew by 40 million during that time period.

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

2002 2003 2004 2005 2006 2007

US Unemployment

rate

Individual workers are threatened by offshore but not the economy as a whole

Provided by JPMORGANCHASE at ATA Convention

3. “My Work” is too complicated. It

can’t be done offshore

2. Globalization kills morale in the

remaining U.S. locations

A stronger company is built when A stronger company is built when

service can be provided more

efficiently with higher service

levels…

1. Globalization is a “FAD”

Latin America – drivers & inhibitorsDrivers

� Cost

– Latin America agent prices among the lowest in the world;

� Accessibility

– Many Latin American offshore locations are easily reached from the USA;

Inhibitors

Perceived security risks

– Concern over safety of investment / employees an ongoing issue;

– Rhetoric from some regional leaders decidedly anti-FDI;

Language skillsthe USA;

� Ongoing stability

– Major Latin American markets are pushing open economies, transparent legal systems and fiscal responsibility;

� Labor availability

– Enthusiastic graduate population ready to staff contact centers.

Language skills

– Do Latin American agents have English-skills needed to serve North America?

Market disparity

- Latin American contact center markets heterogeneous;

Distance

– Some South American destinations require a full day’s travel.

Provided by DATAMONITOR at ATA Convention

Conclusions

•Latin American offshoring is a good bet

depending on the marketdepending on the market

– Key is to locate markets with:

capacity, stability and affordability

Provided by DATAMONITOR at ATA Convention

Contact Center Concerns

Forecast

Schedule

Train

Recruit

Budget

Analyze

Monitor

Processes

An agent can often be the only

personal communication between

a company and its customers…

Make sure you put your best face

forward.

Quality assurance will throw up

red flags as soon as a problem is

discovered.

Quality assurance measures

agent proficiency.

Rebuttal assurance.

Pressures on the Customer Service

OrganizationImportance of Service Variables to Customers

Indexed, 2005-2006

4.0

5

1.6 1.7

0

2.5

Speed of Answer Handle Time Issue Resolution

Source: Customer Contact Council Research

The increasing focus on issue

resolution…Trade Press Mentions of First Contact Resolution

2000-2006, Indexed

500

0

250

2000 2001 2002 2003 2004 2005 2006

Source: Customer Contact Council Research

Common Telemarketing Goals

to be met…

• Enhanced Performance

• Increased Quality

• Lower Acquisition Cost

7 Tips for Success

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.

deadlines.

2. Qualify all opportunities

Is it good business for

you?

Should you invest the

time?

Do you make a strong

case?

show how you will

deliver value

3. Show Evidence

What contribution will you make to

their business goals and ambitions?

4. Use Case Studies

Every client has a

win!

Nothing beats data…

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."

6. Quality Matters

All communication

counts!

Presentation is

Important.

7. Create Trust

Every conversation counts.

Every expectation matters.

Quality in Direct Relation to

Growth in Sales

Rafael Manzón

Director, Business Affairs

American Teleservices Association