Contact Center Solutions Featured Article

Bridging High Quality Customer Care and Controlling Costs with Cross-Selling in the Call Center

May 21, 2012

Anyone who understands the way contact centers operate today will know that the average customer support operation is under two pressures: to both increase the quality of customer service provided while at the same time keeping costs low, or possibly even reducing them. Instinctively, they seem like competing goals. How can you improve customer care standards when your technology budget is tight?

This begs another question, how do you make sure you're keeping customer standards high in the first place? There are a multitude of metrics used to measure customer service in the call center, and every company seems to do it differently. Whose method is most effective? How can you be sure you're measuring metrics that truly benefit the customer and not just the call center? How do you find a metric that's reliable enough to help you truly measure contact center performance? How do you prove to management that a call center performance is up?

It's tricky, but there ARE ways to change customer care into easily measurable, profit-generating activities that make it easier for companies to justify customer care expenditures, according to Paul Derbyshire, director of operations strategy at Ohio-based InfoCision (News - Alert) Management Corporation.

We have adopted the philosophy that customer care applications need to be viewed as profit-generating activities,” said Derbyshire, in a press release. “We are talking about real revenue generated by the cross-sale of appropriate products and services that fit your customers’ needs and wants.”Customer care phone calls, whether inbound or outbound, create a unique opportunity to cross-sell customers at a time when you are building customer loyalty and satisfaction, says InfoCision. And the revenue generated from cross-sales can help to subsidize the cost of customer care activities.“A customer who calls your inbound customer care line and receives assistance that satisfies his or her needs is the most receptive candidate for a cross-sell – more receptive than if you had placed an outbound call or sent that person a mail piece,” Derbyshire said. “Adding a well-thought-out matrix of add-on products and services to your customer care process can turn this costly but necessary service into a profitable activity, covering the call center costs and providing a profit back to your enterprise.”

Many companies are initially wary of adding a skill like cross-selling to its strategic mix, says InfoCision, because they perceive it simply as a cost-expenditure. This is wrong, says the company, and call centers should try to eliminate this from the corporate psyche.

“The budgets that companies allocate to handle customer care are substantial and, as a result, the trend historically has been to pursue a unilateral cost minimization strategy,” said Derbyshire. “However, when considering the cost of your customer care activities, spending the talk-time to introduce new products and services through a thoughtful, coordinated cross-sell program more than pays for the additional per-minute cost, effectively turning customer care into a profit-generating activity.”“In fact, we have seen examples where, after adding a series of cross-sell opportunities the client’s customer care was essentially free. In addition, the client received profit for every call that used to cost it,” added Derbyshire. “Everyone wins in that scenario.”




Edited by Brooke Neuman

Article comments powered by Disqus

Related Contact Center Solutions Articles

Looksery Enables Face to Face Communication Capabilities for Call Centers

Now call centers can handle calls face to face (though avatars) with their customers. Looksery, a company that provides face tracking and modification technologies for real-time video messaging, has made its unique technology available for call centers. This software takes the call center communication to the next step by providing the much needed personal visual interfaces to the entire call process. [ Read More ]
08/01/2014

China Mobile Jiangsu Selects Nuance Communications

China Mobile Jiangsu Branch has selected Nuance's speech and Natural Language Understanding (NLU) technology as to enhance the experience of callers who need service support from the company. [ Read More ]
08/01/2014

Israel HFC Call Center Fields Citizen Concerns Amidst Rocket Fire

The Home Front Command call center is a bastion of safety and information for Israeli residents in this current time of fighting with groups such as Hamas and the rocket fire pummeling the country. [ Read More ]
08/01/2014

Acqueon U-Nexis Now Integrates with UCCX 10.5

Acqueon Technologies is a developer of software solutions for the customer collaboration industry. The company recently announced the availability of its U-Nexis, an outbound solution for the new Cisco Unified Contact Center Express 10.5 platform. [ Read More ]
07/31/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!