Magazine article Marketing

Special Report: In Touch - Top Tips

Magazine article Marketing

Special Report: In Touch - Top Tips

Article excerpt

A septet of contact centre professionals give their advice on how to get the best out of outsourcing and reveal how their companies manage to act as direct extensions of a client's brand.

'In any activity connected with buying from, or managing, outsourced call centres, think hard about getting value for money and don't focus only on cost, despite the recession. All campaigns are about ROI - in simple terms this means profit and loss, but more subtle measures, such as customer experience, also directly affect P&L, through areas such as churn or returns. If you buy cheap, you will get cheap and perhaps fail If the pig is wearing lipstick, it's still a pig. Think hard about what you really need in order to achieve success, and pay for it.' - Mark Bates, Chief executive, LBM

'The simple message that I would have for marketers is to think of their call centre as part of their own business. We understand brands, looking after brands and communicating brands better than anyone else in the market.' - David Freedman, Managing director, Confero

'There is a lot of information going around, which could be extremely useful. Think through what people are actually doing in your contact centre and feed that information back to help your strategies.' - Roger Hughes, Operations manager, Confero

'Make sure that the brand message you are putting out to your customer is parallel to the investment that you put into your service delivery. It is about communicating your strategy and making sure there is that weave within your business so that everyone, not just the marketers, understands your brand strategy. …

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