Contact center outsourcers move strongly to omnichannel—brands’ attitudes need to catch up to that change

Ian Jacobs

Contact center outsourcers have gotten a bum rap. Customers frustrated with offshore accents, agents with no power to actually solve problems, and overly scripted interactions have complained, sometimes loudly, about the practice. Comedians have mocked offshore agents, often mercilessly. In particular, the shared services outsourcing model in which a single agent supports multiple brands at the same time has come in for a real savaging. Check out this Funny or Die video for just one the literally dozens of such comedic rips on outsourcers. 

In many ways, brands set themselves up for such criticisms by focusing on outsourcing simply as a way to take costs out of their businesses. That focus on efficiency left little room for the types of excellent service that built customer loyalty. Today, however companies’ motivations for outsourcing customer support are changing and options for onshore or so-called near-shore outsourcing have expanded. Contact center outsourcing actually remains quite vibrant. For example, more than two-thirds of telecommunications technology decision-makers at companies with midsize or larger contact centers report they are interested in outsourcing some or all of their contact center seats or have already outsourced them. So, it is clear that outsourcing is not going away; brands, however, are starting to look at outsourcers for new types of interactions. 

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Don't Outsource Your Customer Service Operations To Cut Costs

Kate Leggett

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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