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Market GoGo is no longer assisting with
Contact Centre Services as a core offering
Following our own best advice, we are
narrowing our scope of services, and so, Market GoGo has phased out
primary services related to Contact Centres.
However ... please read
through the remainder of this page. You may find some interesting
information.
Contact Centre Branding
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Are you the VP of Customer Service for
a major corporation who is challenged with a plethora of questions about
your call centre's cost and performance?
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Are you an entrepreneur who has needs a
simple way for your prospects and customers to reach you?
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Are you somewhere in between?
What matters most in your Contact Centre
is ensuring that it is able to deliver on your brand promise. Your
Contact Centre is often the biggest and most personal front door to your
business, and your customers walk throught that door all the time by
calling you, emailing you, or starting a chat session with you. So,
that front door, can be a very expensive front door to keep open.
But, if your customer's interactions
with your Contact Centre don't reflect the heart and soul of what you
need your brand to be, then you are wasting your money with every
ad you put out there.
Market GoGo will help you choose the
right Contact Centre approach to ensure your customers experience
your brand the way you need them to.
What is the right Contact Centre
approach for you?
Call Centres started up
sometime back in the 1960s. That has given call centre technology vendors
over 40 years to learn how to best sell you technology.
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In the late 1990s when CTI became a
relatively stable product, product vendors espoused "If you don't have
CTI you will go bankrupt" (to paraphrase). Hmmm... there are
definitely a number of call centres who are still operating
effectively without CTI. There are also a number who have been in
disarray because of CTI. On the positive side, there are great
ways to use CTI if you are really willing to invest the time, people,
and (of course) cash into doing it right.
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In the early 2000's (after everyone
survive the "Y2K" paranoia), when CRM became the buzzword, CRM was
plastered on every product out there. In fact, one reputable
headset maker even labelled their headset as a "CRM headset." The
truth is, CRM is much more than a product or service. CRM is a
philosophy about how to treat your prospects and customers throughout
their lifecycle with you. In that light, CRM can be an extremely
profitable business strategy.
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Riding on the thrill of CRM, call
centre vendors started to deliver on IP-enabled call centres. In
fact, if you aren't IP, "you will go bankrupt" (again, to
paraphrase). Hmmm... haven't you heard that before.
IP-enabled phone systems can be a great thing if they are done for the
right reasons.
With all the technology hype, it is not suprising that we
typically forget (or are influenced to forget by technology vendors)
about the people and processes that bring the technology's promise to
life. Above and beyond that there may
even be a great reason to not adopt technology (or even to dump some
of it).
It's the BRAND approach
that's important
While technology vendors are happy to
sell you technology (not really a suprise) that might
reduce
your cost and perhaps drive your customers insane, you are much
better served by first figuring out what
the voice of your brand must be and ensuring you deliver it through your
Contact Centre.
Market GoGo's Contact Centre
Strategy Approach
Market GoGo uses a simple and pragmatic
approach to analyzing
your Contact Centre's Strategy.
The core of this approach is understanding your Brand, and
then also understanding the operational realities that you need to address.
The outcome will provide a recommendation and
roadmap for your Contact Centre Strategy and Tactics that will address both your Brand
and Operations.
To that end, Market GoGo will help you
craft a plan that will move your Contact Centre from living with a
corporate
perception of being a
low-value operation, to being celebrated as a strategic and brand-supporting
asset. This journey will need cross-functional involvement of your Contact Centre's leadership
team, their boss, your team leaders and
agents, senior leadership from your marketing organization, and leadership from your IT, Finance, and
HR teams.
Here's roughly what the project to deliver on this will
look like:
Understand: Review documentation and
perform interviews with senior leadership with respect to what the
"brand" means (e.g. marketing and brand plans, and integration with
company's business plans). Outcome = Understanding of the desired
expression of the brand.
Research: Internal and Customers of your
Contact Centre to determine how your Contact Centre supports the brand
promise. This part of the project includes research and may
involved 3rd parties (such as a market research organization).
Outcome = Understanding of how your Contact Centre is
perceived.
Learn Contact Centre
Strategies, Tactics, and Plans: Interview Contact Centre
Management and Team Leads, Interview Contact Centre Agents, Review your
annual plans, targets, performance & metrics, operations
(technologies, processes, training, communication, team building, etc.),
changes, challenges, support infrastructure (IT, Finance, HR, Marketing,
etc.), sit-in on calls throughout your organization. Outcome =
Engrained understanding of your operations, and an understanding of the
gaps in performance versus the brand.
- Compile Preliminary Report &
Deliver a New Strategy: Package up
everything that has been learned so far, and recommend a new Contact
Centre Strategy, aligned with the Brand Strategy. Outcome =
Sign-off on your new and
aligned strategy, and a recommendation on next steps in the project.
- Brainstorm Solutions: Market GoGo will propose a number of solutions that
will align your Contact Centre's Strategy with your marketing and
branding strategy. This will include a holistic mix of people,
process, and technology solutions, as well as metrics. Outcome =
Your sign-off on the
re-aligned, agreeable menu of tactics that will help you realize the
goal of aligning your Contact Centre with your Brand. (... and
happier customers, happier employees, happier marketing department,
happier finance department, etc., etc., etc.)
- Prioritize Solutions: Work
with you and your constituents to create a roadmap for your Contact
Centre's future. Outcome = A high-level plan for the future.
- Next Steps? After this
project, you might even want our Project
Management services to help you deliver on your new
strategy.
** Of course the scope will be customized for your
specific needs.
Contact Market GoGo for help with your Contact Centre program.
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