This document discusses how contact centers can become strategic assets for enterprises by focusing on customer experience optimization. It argues that contact centers should shift their focus from reducing costs to improving customer experience, identifying customer needs, and creating solutions. This will enable revenue streams that pay employee salaries. The document also recommends re-framing contact center roles to focus on simplifying, improving, automating, and eliminating customer irritants while leveraging interactions that increase customer value and spending. Contact centers should address the entire customer experience including products, services, policies, processes, culture and more to become effective change agents within their organizations.

1. How to Make Your Contact Center
a Strategic Goldmine
for the Enterprise
Lynn Hunsaker, Customer Experience Optimization Strategist, ClearAction

2. Page 2© 2010 Focus, Inc. All rights reserved.
1. Customer Experience Enables Paychecks
Discover Customer Needs
Create Solutions &
Deliver Superior
Customer
Experience
Receive
Revenue Streams
for Salaries, etc.

3. Page 3© 2010 Focus, Inc. All rights reserved.
Root Causes of Dissatisfaction & Contacts
Customer
20-30%
Employee
20%
Company
40-60%
Wrong expectations
Customer error
Fails to follow policy
Attitude
Products & services
don’t meet expectations
Marketing miscommunication
Broken processes
Source: TARP Worldwide

4. Page 4© 2010 Focus, Inc. All rights reserved.
2. Service is a Window to Customer Experience
Why Do Customers
Contact You?
How to Close the
Loop with Customers? Desired Outcome
Eliminate
Automate
Simplify
Improve
Leverage
How to Predict,
Prevent & Delight?

5. Page 5© 2010 Focus, Inc. All rights reserved.
3. Re-Frame Contact Center Roles
Customer
Company
Value
Irritant
IrritantValue
(Learn,
operating costs,
revenues)
(Do not want
the interaction)
(Do not want
the interaction)
(Save money,
get support & advice)
Simplify & Improve
Operations
“X broke
when I tried to ___”
Leverage &
Spend More Time
“I want to buy ___”
Eliminate
Root Cause
or Develop
“How do I ___”
Automate for
Self-Service or
Proactive Alerts
“Where can I get ___”
22%
40%
10%
28%
Source: “The Best Service is No Service” by Bill Price & David Jaffe

6. Page 6© 2010 Focus, Inc. All rights reserved.
Balance Contact Center Goals
Improve
Customer
Experience
Increase
Revenue
Reduce
Costs
Metrics: translate customer expectations to tactical execution
Too much of a good thing can be disastrous

7. Page 7© 2010 Focus, Inc. All rights reserved.
4. Address Entire Customer Experience
Desired
Outcomes
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Means-to-an-End
Firm’s Solution
Total
Costs
Money
Time
Energy
Psychic
Total
Value
Product
Service
Personnel
Image
Need
Awareness
Need
ExtinctionCircumstance

8. Page 8© 2010 Focus, Inc. All rights reserved.
Contact Center Change Agent Opportunities
Policies
Processes
Culture
Affinities
Convenience
Product
Service

9. Page 9© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
See the whole presentation in ClearAction Insiders!

10. Page 10© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
If You Like These Concepts, Get the Book!
>30 Tools &
Techniques
Step-by-Step
Guidelines

11. Page 11© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
If You Like These Concepts, Get the Book!
5 Keys Explained
>20 Tools &
Techniques
Step-by-Step
Guidelines

12. Page 12© 2010 Focus, Inc. All rights reserved.
ClearActionCX.com
If You Like These Concepts, Get the Book!
4 Keys Explained
10 Templates
Step-by-Step
Guidelines
© Copyright ClearAction LLC. All rights reserved.

13. Page 13© 2010 Focus, Inc. All rights reserved.
ClearAction Consulting Clients
“ClearAction taught us things
that wouldn’t readily cross our
minds and has increased our
efficiency & accuracy in many
areas. We highly recommend
ClearAction as a business
consultant.”
Partial List
Send us a note:
OptimizeCX@ClearActionCX.com

14. OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Lynn Hunsaker
ClearAction
company/clearaction-llc
+ClearActionCXO
CustomerExperienceOptimization