Contact Center Solutions Featured Article

OKS-Ameridial Exec Sees VoIP Growth, Market Maturity

August 05, 2008

OKS-Ameridial is an international call center with international program management experience since 1987. With 12 years of experience working together, OKS and Ameridial — now operating as a single company — offer their clients an unparalleled record of providing reliable, cost-effective inbound and outbound outsourcing solutions for a variety of industries. I had the opportunity to interview James Beuoy, Director, Quality Assurance & Corporate Compliance at OKS-Ameridial Worldwide in advance of his speaking at the upcoming ITEXPO, which takes place in Los Angeles this September 16–18.

 
RT: What has been your company’s biggest achievement in 2008 so far?
JB: OKS-Ameridial created a new division (Donor Care Center, Inc.) to provide fundraising services to the not-for-profit sector. It was a significant accomplishment to make that division profitable within its first 12 months of existence. It’s an even larger achievement to achieve real growth and a profit in both the charitable fundraising and commercial divisions, particularly during these economically and politically challenging times. Perhaps more importantly, OKS-Ameridial was awarded the CRM Excellence Award for the second year in a row, and unbeknown to us, our clients voted us Best in Class for our Customer Service Support.
 
RT: What can we expect to see for from your company for the next 12 months?
JB: OKS-Ameridial has revamped its quality scoring system, agent training, and agent coaching to place additional weight on the consumer experience. Recent studies consistently conclude that (times as they are) customer loyalty is only as far as the next coupon or competitive offer. Companies realize now, more than ever before, that customer loyalty isn’t just Marketing’s job; it’s everybody’s job. Repeat business is where the companies make their real profit and a customer who doesn’t feel valued or receive the appreciative service that they expect is very likely to leave and tell others about their experience. We fully recognize that each and every contact made, on behalf of our clients, impacts their bottom line. We also recognize that our agents aren’t as likely to treat consumers as valued and appreciated, if our agents (themselves) don’t feel valued and respected. I would expect that our efforts to treat our clients’ customers with tremendous respect will have a significant payback both in repeat and in new business growth for OKS-Ameridial.
 
RT: How do you see the communications market evolving?
JB: It should be obvious that consumers are reeling from information overload. Consumers want less proactive solicitation. Instead, they want to find information and options when they are ready. Consequently, a major change in marketing strategies is well underway. I would expect to see dollars continue to shift from outbound telemarketing to response-based advertising.
 
We should continue to see growth in the quality of VoIP communications and the begging of maturity in that market.
 
I would also expect to see some real growth in the adoption of speech analytics. There is a tremendous amount of information locked inside voice communications that we have only begin to slice and dice.
 
RT: What company made the biggest contribution to communications this year?
JB: As for our particular organization, it’s clearly NobleBiz’s “Local Touch” service. The lift in contacts per hour made a real believer out of me and a tremendous impact on our productivity.
 
As a whole, Apple’s continued innovation has rocked the house.
 
RT: How has Google changed our markets?
JB: Google is the “Kleenex” of the decade. I probably hear “Google ___” just as often as I hear “search (for) ___.” It’s an amazing accomplishment to transform your brand into a genericized trademark, particularly in light of so much (good!) competition. Services like Google continue fuel the phenomenon that I mentioned earlier — whereby consumer marketing shifts from proactive to response-based.
 
I’ve forgotten if Nadji Tehrani coined the phrase or was quoting someone else when he said: “If you aren’t on the first page, you don’t exist.” That’s a powerful statement on the impact of Google.
 
RT: How about Apple?
JB: When I’m in the market for a new computer (for personal use) it will almost certainly be a return to an Apple product. My kids will probably push for an iPhone as their next communication device. I’m convinced that they build superior products.
 
RT: What mobile phone(s) do you use?
JB: I continue to use a Samsung because I’m so cheap. Not that they build bad products.
 
RT: Who will win in an Apple/RIM war?
JB: Blackberry’s provided the only communication in DC and other portions of the country impacted during 9/11. Someone told me that every member of Congress carries one for that very reason. Obviously the product appears to be very well embedded, but my bet is still on the continued innovation and aggressive marketing of Apple.
 
RT: What do you think the communications market might look like in five years?
JB: I would expect continued integration of voice and picture in the short term, by personal communication devices (Blackberry, iPhone, etc), personal computer and perhaps even integration of the television set.
 
I know people who use wireless Internet and wireless keyboard connections to sit in their easy chair and view/bid on auction items on eBay. It wouldn’t be a huge surprise to see continued adoption of those tools in the marketplace.
 
RT: What will attendees learn about in your session at ITEXPO this September?
JB: There’s significant attention being paid to the consumer experience today. I think a lot of CEOs are getting the picture that it’s today’s big differentiation and perhaps one of the biggest of not the biggest impact on the bottom-line. Still, I’m not sure that everyone understands what to measure and how to measure those contributors, or that everyone gets how to manage their employee relations in a way to positively impact customer’s satisfaction. We’ll make every effort to give folks some tools that they can take back and put to use to help improve their business financial picture.
 
RT: What type of attendees do you think should come to your session?
JB: Well, the cheese has moved and everyone really needs to get it. Having said that, change almost always has to start at the top. People have to move out of their comfort zone and realize that yesterday’s cheese simply isn’t going to be there tomorrow. The consumer market is changing, the industry is changing, and even today’s employees are different. CEO’s need to recognize the new conditions and that some of their old measurements aren’t attuned to today’s environment. CEOs, Customer Service department heads, and inside sales department heads should most certainly attend this discussion. Anyone dealing with employees who have communication with customers will benefit from participation in the session.
 
RT: Why should customers choose your company’s solutions?
JB: Our most loyal clients came to us because they had a bad experience with an outsource provider who was so big that their account didn’t receive the personal attention that they needed or deserved. Paring your business with the right size outsourcer is one of the most critical components for success. At the end of the day, it’s not the nice-to-have services that deep pockets of big outsourcers can tout that really makes an impact on your customers and your bottom line. It’s the individual attention to each call and to your data that makes the difference. OKS-Ameridial provides world class service and treats your customers as our own.
 
RT: Please make one surprising prediction for 2009.
JB: If companies don’t make real progress in improving customer service, we’ll be hit with inbound legislation.
 
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Rich Tehrani is President and Group Editor-in-Chief of TMC. In addition, he is the Chairman of the world’s best-attended communications conference, INTERNET TELEPHONY Conference & EXPO (ITEXPO).

Mark your calendars! Internet Telephony Conference & EXPO is just around the corner. It’s not too late to register for the event, which takes place in Los Angeles, CA, September16–18, 2008. The EXPO will feature three valuable days of exhibits, conferences and networking that you won’t want to miss. So what are you waiting for? Sign up now!



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