RESPONSE speaks at CCA

Tuesday, 16 November 2010 00:00

John Goodram, Head of Innovative Solutions at RESPONSE is speaking at the annual CCA Convention in Glasgow and will be discussing the impact of Innovation on the Front Line.

Innovations Theatre: Innovation on the Front Line

The contact centre is a pivotal connection between an organisation and its customers. John will be discussing how this function, still seen by many as a cost centre, can drive real and tangible benefits to an organisation in order to maximise revenues, whilst delivering outstanding customer experiences.

One point of discussion will be around ensuring that the front line is able to achieve a first contact resolution.  In today’s highly competitive marketplace a consumer does not want to make frequent interactions with a company - they want to connect with engaged and knowledgeable individuals who can answer their queries first time, providing the necessary information efficiently and quickly. Consumers also want to make contact via the channel of their choice.

Organisations need to ensure that advisors have access to all necessary information to support correct and informed decisions. By utilising disciplines such as unified desktop technologies, centralised knowledge bases and multi modal communication techniques, the tools and information to do the job are firmly within the advisor’s grasp, ensuring that they deal with all customer demographics in an efficient and proactive manner.

John will also discuss the ways in which we can ensure processes are optimised to drive value and how front line innovation can increase value, reduce maintenance activity and aid in eliminating failure demand. By implementing a policy of continuous improvement, the front line can draw insight from analysing process inefficiencies and interaction dispositions, leading to real tangible benefits in process development. The advisor population is key to identifying trends and can transform valuable ideas into developing an exceptional customer experience that results in increased value to an organisation. By implementing a continuous improvement policy it is possible to reduce calls that do not add value by promoting more cost effective channels such as self-serve, as well as correcting processes that cause failure demand.

He will also discuss how we can strive to achieve customer satisfaction on call, what tools and techniques can be deployed to ensure that a detractor is turned into a promoter and how the front line can drive this initiative to increase performance and opportunities. The maturity of technologies now means that a customer can be directed to not simply the first available advisor but the most empathetic. Taken in conjunction with real time voice analysis looking at volume, pitch, tone, talk over and silence an organisation can now, in real time, identify a customer’s mood and implement correction strategies. By using this type of enabling technology an advisor can swiftly seek to not only satisfy the disgruntled customer but also utilise upsell and cross sell opportunities.

The key consideration throughout this discussion is the positive impact that engaged and knowledgeable advisors can make to an organisation if they are given the correct tools to do the job and are empowered to contribute to a program of continuous improvement. By concentrating on driving value contacts and reducing cost contacts, the front line can make a considerable difference to an organisation’s revenue potential.