Call Centers & Change
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Transcript of Call Centers & Change
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Call Centers & Change
Mitchell A. Lieber
President, Lieber & [email protected] 773-325-9400
Your Free Library of Call Center Tips is the Knowledge Base at www.LieberAndAssociates.com
CADMEF Academic Update May 14, 2004
2
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
What We’ll Cover
• How the Telephone Fits In
• Call Center Change – How It Got Here, Where It’s Going– Regulation and Privacy– Off-Shore and Internationalization– New Contact Media due to New
Technologies
3
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
2-Way Interactive
1:1 Media
Via Telephone
One-Way
Mass Media &
Segmented Media
Message Flow
How The Telephone Fits In
4
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Think Integrated
• One-Way Media• Interactive Telephone• Their Strengths Are
Complimentary• Applications…
2-Way Interactive
1:1 Media
Via Telephone
One-Way
Mass Media &
Segmented Media
Message Flow
5
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
•
Call Center Change How We Got Here,Where Its Going
• New FTC/FCC Rules – More Calling and Dialing Automation– Increased Sales Resistance– Consumer Privacy
• Fiber Optics and Internationalization– Off-Shore Call Centers
• The Internet New Contact Technologies– Web, E-Mail, Voice-Recognition
6
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Consumer Privacy
SalesResistance
Articles Books DMA TelephonePreference
ServiceUtilization
Legislation
Indicators of Interest
7
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Privacy Articles Increase
Source: 1998 Study of Periodical Index
Number of Articles Per Year
0
50
100
150
200
250
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997
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© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Privacy Books Multiply
Source: 1998 Study of Library of Congress Data
Number of Privacy Books - 5 Year Totals
0
20
40
60
80
100
120
140
1970-1973(4 yrs.)
1974-1978 1979-1983 1984-1988 1989-1993 1994-1998
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© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
OverCalling
• Success because...
• Novel
• Personal Medium
• Interactive Medium
• In Excess...
• Over-fishing• Radio-clutter• Call Pollution• Repercussions
• Sales Rates• Legislation
10
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
State Legislation
• Patchwork quilt of regulations• Do-Not-Call Lists (many preceded the national list)• Caller ID (many preceded the national law)• Calling hours and days - a few ban Sunday calling• No rebuttal & permission to continue laws • Monitoring/Eavesdropping – one party and all-party states• Registration
– Fees, Bonds, Lists of reps, Copies of scripts, Some exemptions
• Jobs and off-shore legislation pending• Charitable solicitation acts for fund-raising calls• State Legislation Proliferates – New State Laws Every Year
11
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Federal Legislation
Year
Agency
Law Count
1990 ------------ -------------- 0
1991 FCC Telephone Consumer Protection Act
1
1995 2002 2003
FTC FTC FCC
Telemarketing Sales Rule Revised TSR + DNC List Revised TCPA + DNC List
2
2
2
12
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Recent FTC (& FCC) Rules
• Do Not Call List – August 2003• Predictive Dialers and Abandoned Calls• Transmitting Caller ID (FCC Fax Rule)• Automatic Billing of Consumers• No Trial Periods, Followed By A Charge• Demand Drafts• Disclosures, E-mails, Faxes, Inbound Calls• Exemptions • FTC Rules = All except Fax; FCC = first 3 only
13
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Results of New FTC Rules
• Impact of DNC List Phases In• Smaller Allowable Lists
– More Interest or Sales Resistance?
• Retention Programs OK• Cross-Sell Programs• Shifts to Other Channels • Generate 800 Number Calls, Web
Responses
14
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Solutions to Privacy &Sales Resistance
• Profiling Customers• Targeting Lists & Overlays• Predictive Modeling
• Of Sales
• Opt-in Approaches• Generate Toll-Free Responses• Generate WWW Responses• Call House Lists - People You Know
15
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Solutions to Privacy &Sales Resistance (More)
• Have a Great Offer• Something consumers want, need, must have• Compelling• Segmented & individualized offers
• Converse & Consult• Listen• Dialogue• Consumer-focused responses
16
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
• Sell Value
• Segment to Tailor Value
• Mass Customization
• Make It Feel 1:1
Example- Improving an Offer
17
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Staffingand Internationalization
• Call Centers Boomed in the 1990’s • Most Had Trouble Staffing (until 2000 bust) • Fiber Optic Cables Under Oceans
– Solved international technical issues
• Off-Shore Call Centers Began• India, Caribbean, Mexico/Central America• As low as 50 - 60% of U.S. Costs• Grew Quickly in Recent Years
• Pros & Cons - Limitations, Legislative activity
18
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
TechnologyInternet As Contact Medium
• DSL/Cable Modems Changed the Net
• The Web & E-mail & Chat• Newest Media• Newest Reply Devices
• Web Chat and IM• Impact of Changes in Instant Messaging
• The Web & Call Centers• Click for a Call Back• Click for Live Chat
19
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
The Emerging Contact Center
• Live Agents• E-mail Response• Web Call-back • Web-chat• Very minimal
– Web-calling - VoIP– Web-assist/Guidance/Page Pushing (minimal)
• Voice-recognition IVR• Fax, Fax-on-demand (fading fast)
20
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
TechnologyVoice Recognition
• Early Voice Recognition Systems• Vocabularies Now• IVR & Auto-Attendant• Order Status• Current Applications
• German Trains, United Airlines• American Express, Home Shopping, UPS
• Voice Portals to the Web
21
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Conclusions
• Integration is Key• With Mail, Broadcast, Print, Web
• Cold Calls Are Fading• Profiling For Targeting, Use Predictive Modeling
• Some Prospecting Efforts Shifting Media• “Opt-in” to a Call
• Opt-in Via the Web, E-mail or Toll-Free Call
• Relationships are Key to Revenue - LTV• Retention• Friendly Cross-Sell and Up-Sell
22
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Conclusions - More
• Off-Shore • Will be used for cost-sensitive calls, such as service• Will be used for basic non-sales calls (e.g., audit & circ calls)• Outbound relationship calls are very rough sledding • Complex inbound calls are rough sledding• Continued backlash – service quality and jobs legislation
• Routine Inbound Calls via Self-Service • The Web• Voice Recognition
• Contact Centers Replace Call Centers– E-mails– Web chats
23
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
Call CenterQuality Practices Audit - 2004
The Big Questions
5. Focusing on Building Relationships?
4. Integrating with Other Media?
3. Using New Technology for Profit?
2. How Adapting to Labor Availability?
1. Biblical to Prospects & Customers?
24
© 2004, 2003, 2002, 2001, 2000, 1999, 1998 by
All rights reserved. 773-325-9400
THE “SECRET” RULE FORCALL CENTER SUCCESS