Customer Care Outsourcing
Customer contact centers are expected to deliver much more than low-end process outsourcing and are expected to have sector-specific insights and knowledge. The levels of accountability of customer contact centers to their clients have also shot up significantly. Apart from process comfort, clients expect employees in contact centers to speak the customer’s language and even connect on business issues. Employees at these contact centers must necessarily be equipped with the appropriate knowledge to don the role of ‘problem-solving business associates’ for their clients. Business Process Outsourcing (BPO) providers are now moving up the value chain and becoming an integral part of the client’s business.
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It’s a no-brainer that high employee morale translates into a better attitude, higher customer service levels and increased productivity. A customer service agent’s job is not restricted to answering phone calls, like we all would like to believe, and neither is it mechanical and boring as it is made to sound. We at WNS recognize how customer service can impact our client’s business, and focus on many measures to keep our agents happy and inspire them to deliver better customer service. Read on to find out what we do.
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Every company today has one or more ways of providing customer service. However, a recent survey called the American Express Global Customer Service Barometer finds that only 37% of Americans felt companies have increased focus on providing quality customer service. So if you are a senior customer service executive and wondering why all that investment is not yielding results – think again! Read on to find out what I think could be the reasons.
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Pre-2005, customer complaints were almost like playing a game of ‘pass-the-secret’ amongst a bunch of kids — where everyone sits around in circles and whispers a word into each other's ears. Similarly, a disgruntled consumer would tell his tale of woe to his friends and family. His dissatisfaction may have gotten around to a few more folks. At that time, no one could have imagined that grumbling spreading across the world to millions of people — and in minutes! Decades later, that lesser-known grumbling requires razor-sharp hearing to understand the impact today’s customers have on a brand.
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I was out shopping at a mall recently when I realized my wallet wasn’t on me. The most important item in it was my debit card so I called my bank’s customer helpline to block my account. Two unattended calls later, I visualized ecstatic thieves gorging on filet mignon and red wine courtesy of my debit card. It took two hours before I got in touch with my bank’s customer helpline.
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Airlines can invest in customer experience by building an internal team or outsource the process. This airline partnered with a leading outsourcing provider with deep travel experience to handle many of these functions. I know this is not a popular option right now given the significant decline in airline jobs and the ramifications this has for unions. However, consistent delivery, especially now with the industry starting to stabilize, should position the airline for growth.
Aggressive investment in improving customer service processes delivered tangible benefits. With proactive customer service, the airline was able to push sales up by 40 per cent and reduce customer complaints by a whopping 60 percent all within the first year of production. It’s a key lesson that all other airlines must take to heart.
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A survey by Harris Interactive as to how adults engage online and via the telephone indicated that 80% of consumers will cease doing business with a company after a negative experience. On the positive side, service continues to be a huge differentiator. 51% of respondents cited outstanding service as the top reason they continue to do business with a company.
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