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Next-Generation Contact Center: A Best Practice Snapshot
American Productivity & Quality Center (APQC), March 2007, Pages: 82
Market forces and new technologies are profoundly affecting how organizations evaluate, organize, and manage customer contact. For example:
- Centers that originally operated tangentially to the real work of their organizations are beginning to integrate strategically and contribute directly to enterprise growth and profitability.
- Centers that measured themselves by volume and cost are now measuring their contributions to customer value creation.
- Agents who simply reacted to customer requests are now proactively engaging customers in a consistent, seamless, delightful experience.
- Customer feedback that once hit a brick wall at the agent’s desktop is now analyzed, prioritized, and communicated throughout the organization.
Whether or not an organization emphasizes it, the customer contact operation captures a tremendous amount of customer intelligence that can essentially make or break the rest of the organization. The next generation of customer contact is a uniquely positioned function that enhances the customer experience and provides other departments with life-sustaining doses of external feedback. Next-generation customer contact has been realigned and redefined so that it is contributing what it should to the rest of the organization and earning the respect that it deserves. However, some organizations continue to view customer contact work as a necessary evil or a cumbersome requirement. Other organizations recognize the need to optimize the customer contact function but do not know where to start. This report is an attempt to to understand the best practices implemented by organizations that are leading the way in next-generation customer contact.
The objectives of this benchmarking study were to:
- understand how the customer contact operation strategically integrates and partners with key groups in the rest of the organization to drive change;
- determine how next-generation contact centers align their goals and objectives with overall organizational goals and objectives;
- learn how successful organizations strive to deliver a consistent customer experience across channels and touch points, including virtual and/or outsourced operations;
- ascertain how customer service representatives at next-generation contact centers are supported, managed, and measured to ensure the maintenance of a consistent, optimized customer experience;
- understand how successful customer contact centers capture and disseminate valuable customer intelligence to those who need it most; and
- explore ways to measure the contact center’s value to the bottom line (beyond standard cost and productivity measures), and determine how this value is successfully communicated to the rest of the organization.
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