Call Centers & Change

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Nov 17, 2013 (3 years and 9 months ago)

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Call Centers & Change





Mitchell A. Lieber

President, Lieber & Associates

M_Lieber@LieberAndAssociates.com

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Your Free Library of Call Center Tips is the Knowledge Base at
www.LieberAndAssociates.com

CADMEF Academic Update

May 14, 2004


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2

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


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2
-
Way Interactive

1:1 Media

Via Telephone

One
-
Way

Mass Media &

Segmented Media

Message Flow

How The Telephone Fits In

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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

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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

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Consumer Privacy
Sales
Resistance
Articles
Books
DMA Telephone
Preference
Service
Utilization
Legislation
Indicators of Interest

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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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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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OverCalling


Success
because...



Novel


Personal Medium


Interactive
Medium


In Excess...



Over
-
fishing


Radio
-
clutter


Call Pollution


Repercussions


Sales Rates


Legislation

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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

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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



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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



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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

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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

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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

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Sell Value


Segment to Tailor Value


Mass Customization


Make It Feel 1:1

Example
-

Improving an Offer

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Staffing

and 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


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Technology

Internet 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


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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)


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Technology

Voice 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

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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


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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


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23

Call Center

Quality 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?


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24

THE “SECRET” RULE FOR

CALL CENTER SUCCESS