A paradigm shift to how we approach Quality. Focus on the customer’s needs and not what we want to score because it’s easy

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CCMG 2015
11 February 2015
Durban, South Africa

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Agenda
• Welcome
• The ‘holy grail’ of call centres
• Why change the approach?
• A leopard can change its spots!
• One quick win
• Characteristics of successful call centres
• Questions

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Moved from…

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Moved to…

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The ‘holy grail’ of call centres...
Source: Goodman, John, et.al, “Maximizing the Value of Customer Feedback” in Quality Progress, Dec.1996, p. 36
Effective customer contact
management
Doing the job
right the
first time
Maximum customer
satisfaction/
brand loyalty
+ =
Respond to
individual customers
Identify sources of
dissatisfaction
Conduct root
cause analysis
Feedback on
prevention

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• Order processing
• Query management
• Hand off to back office
• Little or no empowerment of
call centre agents
• Obsession with service levels
• Obsession with costs
• The interaction is commodity
based- once off
Value based model
• Match customer need to the ideal
product or service
• Query resolution
• Automated processes/workflow
• Empowered agents
• Obsession with value created for
the customer
• Obsession with value created for
the organization
• The interaction builds strong
relationships and brand loyalty
A fresh approach?
Transactional model

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A leopard can change its spots!

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A leopard can change its spots!
Traditional approach
• Easy to score
• Follows a script
• High score
• Was the customer satisfied?
Fresh approach
• More difficult to score
• Follows guides & human intuition
• Lower score
• Customer satisfaction higher?

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One quick win

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•They define their strategy
‒ They start with the customer in mind
‒ They define how they will get there
‒ They are clear on what success will look like?
• They identify suitable technology to enable self service and agent assisted
query resolution
• They define the operating model- self service vs. agent assisted and deploy
correct resourcing to support the operating model
• They invest in training
• They invest in voice of the customer initiatives
• They invest in retaining call centre agents
• They create centres of excellence as the call centre matures
• They invest in continuous improvement
• They move from a transactional model to a value based model
Characteristics of successful call centres

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Thank you!
Luvendra Naidu
Head: Business Development
E-mail: Luvendran@iccco.co.za
Questions?