Today, many companies, out of necessity, are
changing the way they do business. Their communication methods are
becoming more and more Internet-dependent. Even more businesses are in the
throes of contemplation, pondering how to make the transition from
traditional business practices to the "next gen." For both
sides, doers and contemplators, a key issue is often systems integration:
how do I make the technologies I have work with what I need to reach the
next level? This only makes sense; companies have made huge investments in
legacy systems that, at the time they were implemented, were touted as
cutting-edge, not to mention the fact that these technologies still
sufficiently perform their intended functions for the business.
Thankfully, blending the old with the new in terms of technologies is not
an insurmountable challenge. With the advent of open architecture and
systems integrators, the road blocks are easily overcome. So, once those
technology obstacles are mastered, it's a done deal, subject closed, final
answer, right? Sorry, not even close! Any business that looks at systems
integration from a technology-only viewpoint faces a questionable future.
There is an entire half of the equation missing from this formula and that
is human resources.
Today's job market is impossibly tight, and everyone knows that the
cost of hiring and training a new worker is much higher than retaining an
existing, reliable one. Nowadays, a Web-savvy contact center agent with
knowledge of your company's products or services and enthusiasm for
selling is almost literally worth his or her weight in gold.
But chances are good not everyone in your call center possesses the
most up-to-date skills. People, just like technologies, need to be
integrated into the new, "next-gen" way of doing business and
become "net-gen" employees. As cold as it may sound, people are
part of the system, and as such, deserve the same dedication and attention
given to technology as businesses endeavor to evolve into the next
generation. Those businesses that are fortunate enough to have call center
agents with tenure in their company should consider them an important
"legacy" in their "system." You simply have to make an
investment in them to help them transition with your company. Why? Because
you can buy all the up-to-the-minute technology you want, but if your
people are not up to the task, it's like putting rockets on a Model-T Ford
and expecting a smooth flight...a silly concept that will get you nowhere.
Unless you can infuse your contact center agents with the training, skills
and ambition to conduct business in today's world, your company will
forever be stuck in the Dark Ages. It takes a whole new way of thinking
for companies to make sure that both their people and their systems are
up-to-date.
Fortunately, today there are numerous excellent training systems and
educational venues available (such as our very own Communications
Solutions EXPO) to help you facilitate your task of bringing your
contact center agents to the next level as your business strategies
expand. No matter which path you take, it is important to remember that
you know your employees best: you know what their skills are, whether or
not they will respond well to learning new skills and how successful they
will be in bringing about changes. Capitalize on your own insight to
tailor a program that suits your center's individual needs. Those of you
who have progressed through the years into call center management probably
remember vividly the days when the "fear of cold calling" and
the syndrome of "call reluctance" were on the top of the human
resources challenges list. Certainly, if those daunting challenges could
be mastered, helping agents transition into the new world of user-friendly
technologies can be mastered as well. In my humble opinion, the real key
to success in this area lies in the power of positive presentation.
Also, keep in mind that in today's contact center job market, you're
going to have to pay your contact center agents more. They have more
skills, are harder to replace and need to be compensated accordingly. But
when you realize the kind of value they add to your company's operations,
you shouldn't hesitate to keep them happy. The old saying that you get
what you pay for holds true when it comes to your contact center agents.
From my own experience, I have found that a positive presentation
requires the following ingredients;
- First become an expert in the subject matter yourself so you are
totally comfortable with the ideas and skills you are imparting. This
is the time to overcome any doubts or fears you, yourself, may
consciously or unconsciously have about the new way of doing business.
No matter how hard you try to conceal them, your own insecurities will
reveal themselves to your employees.
- Enumerate and expound upon all of the talents and skills your agents
already possess and let them know how valuable their existing skills
are to your company. Make sure they are aware that these skills are
unique to them -- not everybody can do what they do -- and many are
afraid to perform the tasks the agents take for granted on a daily
basis.
- Remind your staff of their early days in the call center business.
Certainly, many thought they couldn't do it or wouldn't be successful,
but did and are. Here's an opportunity for a little levity and humor.
- Emphasize that the skills you are asking the agents to acquire will
not only bring the company to the next level, they will bring each
individual to a new level of personal worth and value. Underscore the
positive value that possessing these "net-gen" skills will
have on their future in the 21st century as compared to teleservices
agents who do not possess these skills.
- Present a comfortable timetable for your expectations of skills
achievement.
- Do not threaten job security, but do not openly offer a "safe
harbor" for those who cannot master the skills. Do, however, have
a backup plan for those valued employees who simply cannot master the
tasks within the given timetable.
Let's take a closer look at point number 6 above. You may find that
there is a middle ground between those who have no skill or interest in
more modern contact media and those who are high-tech whizzes. It's
possible that some of your more traditional workers can be trained to do
very simple Internet-based tasks like answer e-mail inquiries. There are a
great deal of good e-mail management products on the market today, and
these systems often literally allow e-mail to answer itself, with little
human intervention. These products are usually designed to be extremely
user-friendly with a short learning curve, as well.
Obviously, if you offer a safe harbor, some agents just won't bother to
learn new skills. On the other hand, you've got to take a good hard look
at those who do not achieve your intended goals for "net-gen"
agents. Did they simply not try? If that's the case, they are probably of
limited value to your company anyway. But what about those who really did
put in the effort to acquire the new skills, but didn't make the grade?
Start by asking yourself if these agents are skilled salespeople: do they
know how to upsell and cross-sell? Do they know the product or service
they are selling intimately? If you can answer yes to these questions, the
assessed value to place on these individuals is: priceless! I'm sure you
have seen the same analyst reports I have that continue to state what I
find quite obvious -- consumer demand for "live" agent
interaction is not going away, and is in fact increasing, in spite of, and
because of, increased Internet usage. Simply stated, the Internet
encourages more interaction with businesses, and the more interaction
consumers have with a business, the more opportunities exist for them to
want to talk to a knowledgeable company representative about a purchasing
or service issue. Who better to service these needs than an experienced
and trusted teleservices rep? My advice is to do what ever you can to help
these individuals integrate into the "next-gen" way of doing
business.
Let's also take a closer look at point number 4 above. Now is the
perfect time to reposition the role of all of your teleservices reps. In
essence, what used to be a pretty simple, straightforward service role,
has transformed into a cutting-edge position where all of the latest
technologies come into play. Capitalize on this in your advertisements for
new hires. Let the public know that what your company has to offer in
terms of employment opportunities is more than just a job, it's a career
opportunity where you will impart skills necessary for them to become
"net-gen" workers for the new millennium.
The bottom line is that today's call center is a far cry from that of
20 years ago. A typical agent today should be able to not only make and
take calls, he or she should be able to use a computer, navigate the Web,
compose and respond to e-mail and even perform such functions as Web
callback and collaboration. Let's strive for that. But let's also do
whatever we can to help those who have helped to build our businesses into
what they are integrate into the "net-gen" way of doing
business.
Communications Solutions EXPO Can Help Your Company Climb To
The Next Level
I invite you to join me at Communications
Solutions EXPO at the Sands Convention Center in Las Vegas, December
7th through 9th. Come and exchange ideas with both industry leaders and
our own knowledgeable staff to help you get an opportunity to see and take
advantage of the new technologies that will help you upgrade your contact
center judiciously. (See Rich Tehrani's description of the show's special
events in High
Priority! of this issue and our special
Communications Solutions EXPO Preview for more information.)
I look forward to seeing you there, and as always, I would love to hear
your thoughts and experiences.
Sincerely,
Nadji Tehrani
Executive Group Publisher
Editor-in-Chief
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