What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Optimising the contact centre as a profit centre
US - Traditionally, the contact centre has been a cost centre. However, with the contact centre transforming into a profit centre, the selling of products and services has emerged as an opportunity for the contact centre to improve agent and customer interaction. Yet the challenge will be balancing customer satisfaction goals and driving profits.
60% of companies surveyed in Aberdeen Group's benchmark report, The Conflicted Call Centre - Customer Experience vs. Transaction Hub (March 2007), said they sell products, services or support in their contact centres in addition to handling their primary responsibilities. In another Aberdeen benchmark titled Optimising Your Workforce - Increasing Contact Centre Agent Productivity (February 2008), it is revealed that 34% of companies currently use outbound proactive customer service and 36% expect to implement it. To achieve or maintain Best-in-Class status, companies look to generate profit through not only cost reduction, but also through cross-selling and up-selling.
