From the Call Center Learning Center

"Best in Class" Tutorial Series
Module 2 Attribute 2: Call Center Strategy

Download the introduction to the Planning and Design toolkit at the end of this tutorial.

What defines a "best in class" call center?

Centerserve conducted a benchmarking and best practices study with 250 call centers from over 50 countries. As described in our Benchmarks in Call Center Operations report, "best in class" call centers are characterized by five prominent attributes.  These attributes are: a skilled workforce, strategy, new technologies, management practices and quality monitoring.

In Centerserve's previous tutorial, we explored the first of five "best in class" call center attributes: skilled workforce. This week Centerserve will continue to take your call center to the next level by focusing on your call center's strategy. 

What are the five common attributes of a "best in class" call center?

1 Skilled workforce A well-trained, motivated and seasoned workforce with ongoing training to continually build business knowledge and customer service expertise. Also important in establishing best-in-class status is developing long-term relationships with customers- skilled agents build trust and loyalty.
2 Strategy A service-oriented and forward-thinking company that is open-minded, pro-active and accepting of change. Additionally, communicating a consistent, clear and focused strategy in the call center establishes a company as a recognized industry leader.
3 New technologies Cutting-edge technologies including web self-service and multi-channel tools provide customers with choices and ease of access. Advanced technologies result in streamlined call handling which reduces call times and costs and improves customer satisfaction.
4 Management practices  A mature and flexible management team that promotes trust and develops motivated and empowered teams is key to a satisfied workforce and customer base. Good management also supports situational (crisis) management as well as long-term strategic and operational planning.
5 Quality monitoring Promoting a balance between quality and quantity in call centers, call monitoring focuses on improving agent performance and customer satisfaction. Actively monitoring calls and regularly coaching agents to achieve better call outcomes are key attributes for the best call centers.

What are common elements in "best in class" call center strategies?
A "best in class" call center strategy includes:
  • service-orientated and forward thinking
  • open minded, pro-active and accepting of change
  • consistent communication
  • clear and focused strategy

How can I build these elements in my call center strategy?
The key outcome of this action step is to have a customer contact strategy that mirrors the elements in a "best in class" call center strategy. As you perform the action step necessary to obtain a best in class strategy for your call center, ensure to marry the concepts above in the gray box above to the action step below.

Action Step:
Develop a "best in class" customer contact strategy
Purpose: Define the desired customer experience while considering the elements of "best in class" call center strategy.
Uses:
  • Define the overall role of the contact center
  • Ensure your strategy mirrors strategies of "best in class" call centers
  • Align corporate strategies
  • Provide a blueprint for change

This high level description of the call center can be read by anyone in the organization to learn about the who you are, what you will be doing and how to relate to the operation as a whole.
Topics to address:
  1. Overall contact center mission
  2. Relationship and role of contact center with the overall organization
  3. High level objectives and key performance indictors
  4. Products and services available.

    For 7 additional topics to address in your strategic planning document see Centerserve's Planning and Design Toolkit.
Viewpoints to consider: A comprehensive customer contact strategy should consider:
  • The customer
  • The customer service representative
  • The call center manager
  • The organization
 The Process:

 

 Now that you know what elements of a "best in class" call center strategy, how to use your strategy, what topics to address and viewpoints to consider, here are the steps to bring it all together.

1. Gather data and ideas from your research

  • Interview stakeholders
  • Review customer needs and expectations
  • Review competitor performance data*

2. Conduct strategy design sessions

  • Vision "x" years out
  • Phased plan
  • Follow up with business case or other actions needed

3. Document and communicate the strategy using the topic list presented earlier.

*for benchmarking data see our best practices reports. Download an excerpt.
 

 A "best in class" strategy includes:
  • service-orientated and forward thinking
  • open minded, pro-active and accepting of change
  • consistent communication
  • clear and focused strategy

Don't reinvent the wheel!

The Planning and Design toolkit is Centerserve's leading product because it can be used to design a new call center or redesign a current call center to be "best in class".  The toolkit includes the Planning Roadmap and the Master Planning Guide to give you the direction and the know how!

 

Download the Introduction to the
Planning and Design toolkit now!
 

Download excerpts from the
 2007 Best Practices Report:
Benchmarks in Call Center Operations


Next week: Attributes 3- benchmark findings in call center technology


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