Call Centres Reinvented

In the 90's call or contact centres matured into important sales and service channels for many financial institutions 7/24/365. In fact their effectiveness attracted many companies into the space to the point that consumers were irritated at the many "supper-time marketing calls". Then the governments in many countries introduced the "no-call list legislation" to screen out unwanted solicitations. Yes, some relocated their centres to other countries to try and avoid the no call barrier. Also many consumers forgot that they had to renew the no call requests periodically and couldn't understand why the calls escalated again. Consequently, call centres lost some of their luster for a few years and some FI's lost sight of their evolving value in the distribution business.

This week I spend an enjoyable couple hours brainstorming the exciting new role that these distribution channel intergration centres are emerging to become, with a long time friend and change catalyst in this area. Without a doubt the new integration centre is the hub for all distribution channels i.e. branches, mobile devices, homepreneurs, partners, etc. Today's IP capabilities combined with emerging software is allowing consumers and businesses to truly receive the seamless service that we have talked about for over two decades. Relationship management is now possible and value creation can be customized to each and every customer. Finally, with data base management and preference research, proactive, real differentiation can take place when, where and how the consumer or business chooses. The innovators will eliminate the product organization structure and become the customer-centric distributors in highly competitive markets.

Unfortunately, an organization cannot attain this integration level if their vision is not based on virtual customer-centricity and connectivity. Small and medium sized institutions will need to find wholesale partners who will offer the integration solutions that the market will demand. Is your contact centre ready for its reinvention?

Pat Palmer | Friday, February 17, 2012 | Comments (0) | Trackbacks (0) | Permalink