:: Jeremy Lee | Positioning the Contact Center (Part2 of 5)

Before we explore the positioning of the Contact Center (C.C.) within an organization, let’s define what is a contact center and its purpose to the organization.

“A contact centre is a multi channel sales and service support - integrating people, processes and technology to optimise knowledge in order to manage customer relationships effectively and efficiently.”

As can be seen, each industry uses the C.C. for slightly different purpose but ultimately the above definition of managing customer relationship effectively and efficiently still holds true.

As a training and consultancy firm specializing in the area of customer contact management, we have worked with many C.C. and seen the various manners by which they are positioned in the company. Some place their C.C under the Sales or Customer Relationship Manager, some the Information Technology Manager and even the Human Resource Manager.

The next few articles in this series will elaborate on the critical success factors we need to consider when we position the C.C. in the organization to ensure that it serves its purpose; serving customers effectively and efficiently. Additionally we will also examine the other value added benefits the C.C. can bring to a company.




	Positioning the Contact Center (Part 2 of 5) By Jeremy Lee Before we explore the positioning of the Contact Center (C.C.) within an organization, let’s define what is a contact center and its purpose to the organization. “A contact centre is a multi channel sales and service support - integrating people, processes and technology to optimise knowledge in order to manage customer relationships effectively and efficiently.” A C.C. is multi channel, implying that customers can communicate with it via multiple channels such as face to face, telephone, email, sms, web chats, letter and fax. The C.C. can function as a sales or customer service unit for the organization to benefit the customers. Likewise it can be a combination of both. The C.C. is a complex environment with a mix of different people, process and technology. People: Most C.C. have a varied group of individuals working together to serve the needs of customers, each with their personalized knowledge, skills and work experience. This differs from that of other departments in an organization, where personnel skill is more homogeneous; accounts, sales, marketing and human resource. Process: No C.C. can operate without a comprehensive series of processes and procedures. The number of processes a C.C needs is highly dependent on the nature of the business and the organization hierarchy structure. Technology: The C.C. technology platform is an integrated series of information systems operating to ensure fast and accurate information is made available at the customer’s request. These systems range from customer relationship management and voice recognition systems to computer telephony systems. The purpose of the C.C. is to manage the customers relationship effectively and efficiently. The contact center is seen as a solution provider to customers. Its success lies in its ability to give customers the best possible solution in a timely, professional and accurate manner. The type of “solutions” provided depends on the function of the C.C. in the respective industry. For the banking industry, the C.C. mainly services their consumer clients and commercial clients with their banking transaction issues. Additionally most banks have a sales team (telemarketing usually) to promote their credit cards, bank loans, housing loans, insurance policies etc. Insurance C.C. is very much similar to the bank except that their sales are usually less aggressive and their interactions are concentrated on providing questions to their agents who seek clarifications. Telecommunication C.C. handles a variety of questions mainly from customers on their account issues to technical issues involving their hand phones (even though it is not their product). Hand phone manufacturers handle fairly similar types of issues as the telecommunications C.C. Manufacturing companies C.C. handles mainly sales/marketing related questions, questions on warranties and service related questions from consumers and retailers alike o Oil and gas companies use their C.C. mainly for the benefit of their petrol station vendors, large corporate clients and a smaller percentage of consumers. Their C.C. essentially functions as a logistic nerve center to plan and deliver their products to their clients. As can be seen, each industry uses the C.C. for slightly different purpose but ultimately the above definition of managing customer relationship effectively and efficiently still holds true. As a training and consultancy firm specializing in the area of customer contact management, we have worked with many C.C. and seen the various manners by which they are positioned in the company. Some place their C.C under the Sales or Customer Relationship Manager, some the Information Technology Manager and even the Human Resource Manager. The next few articles in this series will elaborate on the critical success factors we need to consider when we position the C.C. in the organization to ensure that it serves its purpose; serving customers effectively and efficiently. Additionally we will also examine the other value added benefits the C.C. can bring to a company. Last updated - 30 October 2004
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