Forrester's 10-Step Program On Mastering The Service Experience: A Quick Recap

Today, the gap between a customer’s expectations and the customer experience they receive is huge. In our latest customer experience survey, we found that just over one-third of US brands deliver a good experience. What is even more surprising is that, in the five years that Forrester has been collecting this data, this number has not significantly changed.

Delivering good customer service is a cornerstone to delivering a good end-to-end customer experience. Yet few companies undertake efforts to follow best practices. This lack of attention to customer service has significant impacts for companies: escalating service costs, customer satisfaction numbers at rock-bottom levels, and anecdotes of poor service experiences amplified over social channels that can lead to brand erosion. 

Mastering the customer service experience is hard to do. Here is a recap of my 10-step program. I’ve reordered the steps a little, but the message is still the same:

Master your strategy

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Choosing A Contact Center Outsourcer Is Hard; Evaluate Candidates Over 8 Dimensions

Outsourcing contact center operations helps organizations deliver better customer service. In Forrester’s recent survey of 304 North American and European network and telecommunications decision-makers, we found that nearly 20% have already outsourced some or all of their contact center seats or are very interested in doing so. Choosing to outsource should not be based on cost considerations alone. Select an outsourcer carefully. Outsourcers need to provide an environment that delivers quality customer service in a cost-effective manner. When looking for providers, evaluate their capability to:

  • Onboard new customers. Outsourcers should be able to communicate a well-defined process and timeline for onboarding a new customer and articulate the commitments that both the outsourcer and the customer need to meet for a successful onboarding process. The outsourcer should also be able to guarantee phased service-level agreements (SLAs) for the length of the onboarding process.
  • Report key metrics. Comprehensive reporting should accompany all engagements and should be available for review at any time. Identify the types of operational reports that you will have access to. Evaluate the ability to customize reports.
  • Adhere to quality standards. Make sure that outsourcers comply with quality standards such as Six Sigma and the Customer Operation Performance Center (COPC) that provide guidelines for managing operations and that ensure consistency for delivering services.
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Don't Outsource Your Customer Service Operations To Cut Costs

Outsourcing contact center operations helps organizations deliver better customer service. In Forrester’s recent survey of 304 North American and European network and telecommunications decision-makers, we found that nearly 20% have already outsourced some or all of their contact center seats or are very interested in doing so. Outsourcing doesn’t have to be an all-or-nothing proposition — organizations can leverage outsourcers to fill language gaps or react quickly to seasonal volume changes. Organizations can also choose to outsource only a subset of non-mission-critical customer service processes.

In all cases, outsourcing is major decision which carries a significant amount of management overhead, and should not be pursued solely as a cost-control strategy. Look to outsource if you want to:

  • Improve the quality of services delivered. Leading outsourcers adhere to strict quality measures that allow them to support customers more consistently and use tools and techniques that promote cost-effective and reliable standards.
  • Focus on core business activities. Using the expertise of an outsourcer whose primary business is managing contact centers allows you to focus on core business activities that strengthen your value proposition.
  • Deliver a consistent customer experience. Many companies use processes that are inefficient and don’t deliver the same customer experience across the voice, electronic (e.g., email, chat, SMS), and social (e.g., Facebook, Twitter) customer interaction channels. Outsourcers can help standardize this experience.
  • Scale capacity up and down. Organizations can’t always predict the volume of interactions they anticipate over time. Outsourcers allow you to quickly ramp up or contract enabling you to deliver service in line with your  target service levels.
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