全球联络中心发展趋势与聚焦观察

GlobalContactCenterIndustryTrendsandFocusInsightsOverview1.WhoisICMI2.Past,Present&FutureTrends&3.CustomersKeepChanging4.BuildCallCenterValueonAll3Levels5.RightPeople,RightMetrics,RightEverything!Who’sgettingitright?Whataretheydoing?WhoisICMI?TheInternationalCustomerManagementInstitute(ICMI)istheleadingglobalproviderofcomprehensiveresourcesforcustomermanagementprofessionals–fromfrontlineagentstoexecutives–whowishtoimprovecustomerexperiencesandincreaseefficienciesateverylevelofthecontactcenter.&Resources&InsightCertificationTrainingConsultingResearchPracticesTrendsEvents(ICMI)ICMIWhoisICMI?ThePast„UsethePastasapredictoroftheFuture„TellCompellingStories‡History&Evolution‡ProductLine&ServicesOfferings‡CompetitiveEnvironment‡“ReasonforBeing”ThePresent„Whataboutthiseconomy?„TheimportanceofCustomercontactservicesingoodorbadeconomicenvironments„Rememberwe’repartofaHUGE&growingindustryworldwide„5001.383.6%„1800„700ThescaleofContactCenterIndustry„Fouroutofevery100employedCanadianswordincontactcenters(Estimatedat500,000employees)1004(500,000„In2008,CanadawassecondonlytoIndiainattractingnewcenters2008„Theindustryaccountsfor4%ofCanada’sGDPGDP4ContactCentersarekeytothecompetitivenessofCanadianbusiness’salesandservicestrategies.ThescaleofContactCenterIndustry„OneofthemajorchallengesfacingIndia&thePhilippinesisretainingstaffforovernightshifts„LatinAmericahasthefastestcompoundannualgrowrateinAgentpositionsintheworldat16.8%16.8%„InMexicoalone,agentsworkingforoutsourcerswillgrowfrom33,500in2006to80,000by2010200633,500201080,000AroundtheworldTheFuture„Whereistheprofessionheaded?TheFuture1.Customers:2.Employees:3.Products&Services:More&emergingfaster4.CallCenters:TechnologyTrendsTheworldisspeedingup,andeverythinginsocietyismovingtowardthevirtual,thepersonalandtheconnected.Here’salookatsometrendswhosetimehascome.‐fromICMICallCenterReport2008,.‐ICMI2008BenchmarkingResearchTellsUs„“48%ofconsumerssaycustomerservicehasthegreatestimpactontheirloyaltytoacompany.”‐‐GenesysGlobalConsumerSurvey“48%”„“Theinabilitytoreachtherightpersonwiththerightinformationdrivesmorethanhalfofcustomerservicedissatisfaction.‐‐YankeeGroup,CallCenterManager’sForum“”„“Longwaitingtimesstillhavethegreatestimpactoncustomersatisfaction.”‐‐Merchant’sContactCenterBenchmarkingReportTypicalCustomerExpectations„Demandincreasedaccess„Lesswillingtowait„Moreimmediateresponse–NOW!„Demandmoreinformation„Wantspeedy,effectiverecovery„Makemorecomplaintsandquicker–!CustomerSatisfactionTrendsobservedbyICMI*LOVEandGratitude*IhiredICMIConsultingContactcentersarebeginningtofocusmoreonmaintainingandenhancingcustomerloyaltybymanagingthecustomerexperience.Why?¾Customerloyaltyhasbecomemoreimportantthanever–loseonecustomertoabadserviceexperienceandacompanystandstolosemanymorepotentialcustomersoncethewordgetsout.–¾Recentstudiesshowthatabout57percentofcustomersleaveamerchantafterjustonebadserviceexperience.57¾Itcosts7timesmoretosecureanewcustomerthantoretainanexistingone.7TrendsobservedbyICMI*LOVEandGratitude*IhiredICMIConsulting¾Baseduponthe2008ICMIContactCenterOperationsReport,only36.1%offinancialsectorcontactcentersintheU.S.incorporatedirectcustomerfeedbackintothemonitoringscores.ICMI200836.1%IncorporateVOCintomonitoringscores/feedbackDonotincorporateVOCintomonitoringscores/feedback63.9%36.1%CustomerSatisfactionIndustryTrendsCustomerExperienceFocus:¾AdoptprocessesandtechnologiesthatenableCustomerExperienceManagement.9Virtualization9IP‐basedcommunications9Remoteworkforce9CRMIntegration9Multi‐channelcoordination9Selfserviceandhostedalternatives“CommittolisteningtoyourCustomers!”:¾.99IP99CRM99“!”CustomerSatisfactionIndustryTrends‐ContinuedCustomerExperienceFocus:¾Captureandactonthe“VoiceoftheCustomer”9Administeraconciseandtimelytransactionalsurveycapturingthevoiceofthecustomer–tietheresultstoindividualagents9Useinternalqualitymonitoringmethodstomeasurecomplianceonly9Effectivelyincorporatecustomerratingsandverbatimcommentsintoagentmonitoringscoresandfeedback9Involveagentsinthemanagementoftheprocess:¾“”9“”——999BusinessUnitValue(StrategicValue)CustomerLoyaltyEfficiencyValuebuildingBusinessUnitValue(StrategicValue)CustomerLoyaltyEfficiency10%‐15%50%MajorityValuebuildingICMIICMICMO&Certification&ItAllStartsHereCallCenterManagementIs...…theartofhavingtherightnumberofskilledpeopleandsupportingresourcesinplaceattherighttimestohandleanaccuratelyforecastedworkload,atservicelevelandwithquality.The“Best”GetThisRightKeyPerformanceObjectives„Strategicvalue(contributiontobusinessunits,channels)„Customersatisfaction/loyalty„Employeesatisfaction„Contactquality„Firstcallresolution„Servicelevel/responsetime„Adherencetoschedule„Actualtoforecastedworkload()//‐EnablingTechnologies!RightPeople,Metrics,Everything!TofindoutmoreaboutICMI,pleasecontact:(HarryFan)MobilePhone:[e-mail]!