Let’s start off with the premise that you are excited to move your contact centre to the cloud to take advantage of the flexibility, scalability and manageability that cloud solutions offer to drive better customer experiences. One of the many key challenges will be to create the story of why. Why is it important to the company, your staff and customers. This requires a focus on value, not just cost.
Articulating the value of your contact centre will be a key part of getting buy-in by the senior stakeholders for your transformation to cloud contact centre. How does one do this?
Understand your contact centre services
Do you have all your contact centre services documented? If not, start by mapping the services your contact centre provides, like an IT Service Catalogue (see more about an ITIL Service Catalogue here). The key aspects you want to focus on are; identify your customer types, understanding the customer needs, identify how you deliver the services to your customers and defining/measuring your performance. Once you have done this, work with a cross-section of marketing, product, finance and operations to assign value to each of these services.
What is the value to the key stakeholders?
When thinking about value your contact centre provides, it is not just customers, it also includes staff and the organisation. A focus on the value the contact centre provides to your company can deliver outcomes like:
- Providing a valuable method of communication for sales and service in an increasingly remote world
- Allows adequately trained staff to resolve customer concerns and upsell suitable products
- Identifies trends in customer and staff behaviour to drive product and organisational improvements
- Improvement of NPS and CSAT – it costs a lot more to attain a customer than retain a customer
For your staff:
- Provides consistent, reliable tools for the staff to do their job effectively
- Pools resources together to share best practices, feel engaged in the organisation and build a team spirit
- Loyalty towards the organisation
And for your customers:
- Integrated customer channels, including asynchronous communication to answer their concerns how and when they want it
- Reduces customer effort
- Loyalty towards the organisation
Understand the customer journey and experience
You have defined the services, assigned value to them and now you need to understand how your customers experience these services. This, from one of the UK’s industry experts, Beverley Hughes “In my opinion, the greatest value the contact centre brings any organisation is the first hand, raw and usually unfiltered evidence of the true customer experience. Tapping into that evidence will deliver insights to every part of the customer journey from how effective the marketing is; feelings about the current service levels, product performance and quality; levels of communication; refunds; competition; price sensitivity; customer vulnerability; failings in the supply chain; complaints of every kind and sometimes, even praise for a job well done.”
Present the data
Once you have defined the services, assigned the value and mapped out the customer experience, you need to bring this data all together to present to key decision makers. It is important here to understand their drivers and to tailor the business case and presentation to your audience. Once you get buy in, tell as many people as you can about the great value in your contact centre!
Do these challenges sound familiar? Want expert advice on how your business can articulate the value of your contact centre?
Get in touch today – contact us info@cloudccass.com or LinkedIn