A Simple Plan : Enhanced Contact Center

By : Ashutosh Anil

What can be achieved?

What will this plan enhance?

World Class Customer SatisfactionMaximum First Contact ResolutionTalent attraction & retention for Contact centerIncremental relationship & revenue growthCustomer Ambassadors for the Brand

Executives

Marketing, Sales & Finance

Operations. / Content / Web /

Customer Service Managers

Subject Matter Expert

Contact Center

Rep

Direct Im

pact to Custom

er

Em

pow

erm

ent

Today’s Culprit – Inverted Empowerment Pyramid…

HIGH

LOW

LOW

HIGH

Step 1 - Systemize Knowledge Transfer

Design and control Training & Engage

Expert Content Designers from

within

Ensure all SOP vetting through in

house experts before, during and

after

Create Certification Process for Both for Trainers & Trainees

Knowledge Transfer Methodology…

Step 2 - Proactive Checks - Rollouts & Changes

Proactive Measuremen

t Success at the

rollout stages and

not just at the end

when too late

Brand Controlled Quiz administration after every new

feature / initiative launch to contact centers

Quiz & Survey

mechanism to evaluate Training,

Trainer and trainees

Establish Controls : Inspect what you expect…

Step 3 - Empower & Reboot Expectations

Ownership:Empower frontline agents to make decisions and recognize them for it. Teach them to negotiateCommitment: Empower them to have follow up time as needed so they call back customers

Expertise & Credit: Allow the agents to build expertise by mixing tenured with new via seating plans and controlling shift spreads. Reward top quartile by non-monetary but widely visible rewards

Project EM-Power CCO…Redefine Role

Example: Change the name & mindset from agent / rep to “Customer Care Officer”

Step 4 - SME & Performance Reward Tiers

ROI on Contact Center Talent: SMEs We know that these SMEs (Subject Matter Experts) are the

single most important link in the chain when it comes to dissemination of information to contact center frontline

What I recommend: The role needs to be formalized & clearly defined by the brand

and not the vendors to mirror your strategic priorities (Less admin tasks, more on ground mentorship, training, Y-Jacking, identifying bottom quartile on CSAT/FCR and one on one coaching, taking calls to keep abreast etc.)

Use SME Role as a reward for top 3-5% performers and conduct interviews to maintain how serious and important the role is to your brand

The SME role needs to represent your brand and by that also allow you to get critical feedback and information on what is going well and what’s not within Contact center / vendor space(s). To ensure this, relate their dotted line reporting to your brand leadership and limited or no reporting to vendor partners

Create R&R or Compensation structure for this role to be be in your brand’s strategic control.

Hiring and firing decision should sit with your brand and not vendors as the role is pivotal to the success of your customer relationships.

Step 5 - In-House Quality Assurance

The In-House QA Approach…

Monitor Customer Exchanges with BrandLiaise with in-House

Subject Matter experts

Develop In-House QA More than just a glorified listener of interactions. Empower your QA to become an active participant in the organizational strategy & a key input source

for improvement of Customer Experience

Gather & Provide Feedback for Customer Exerience

Gather & Provide Coaching & Feedback to Contact Centers

Gather & Provide Enhancements & Feedback for Training

Conclusion: A 5 Step Enhanced Contact Center

“In Summary, it’s all about refining - defining & changing approaches…Let’s create world class, customer centric & people powered brands…”

Systemize Knowledge Transfer: Create controls around your brand’s voice (Contact Center) - Intake, Training & Content

Proactive Checks - Rollouts & Changes: Maintain Checks & Balances before, during & After Dynamically assess & change programs as needed based on frontline feedback & scores on

assessments

Empower & Reboot Expectations: Redefine roles & responsibilities to turn people into powerful voices Let the frontline feel the empowerment to own & manage their customers Use leaders as instruments of self discovery to promote “progress not perfection” and allow contact

center frontline freedom to make mistakes & learn from them SME & Performance Reward Tiers

Use the top talent as guidance team to execute key strategies Empower them to directly provide feedback from ground level to executives Reward top quartile through well defined career advancement opportunities to groom future leaders

In-House Quality Assurance: Learn from Customers & frontline & leverage active listening to shape customer

experience & process improvement Use QA Feedback sharing sessions as stakeholder engagement Platform to bring

every part of the brand together & build Customer centricity