In this month's issue we highlight the Top 50 Inbound Service Agencies.
Without stealing that feature's thunder, I would like to focus on why inbound call centers
seem to have become the latest gleam in Wall Street's fickle eye.
For starters, here are some statistics, as generated by our analysis of
the Top 50 applications. In 1995, the Top 50 Inbound service agencies used 683 million
transport minutes. In 1996, they used 1,301 million inbound transport minutes - that's a
90.5 percent growth. In 1997, they used 2,048 million minutes - a 57.4 percent growth over
the previous year. Pretty staggering numbers. On the outbound side, the Top 50 agencies
used 1,237 million transport minutes in 1995. In 1996, they used 1,802 million minutes - a
45.6 percent growth. In 1997, they used 2,691 million minutes - a 49.3 percent growth over
1996. Why, then, is inbound growing faster?
I had the opportunity to chat with Rich Sims, president and founder of The
Product Line, about these trends. He believes such growth is attributable to the
perception that inbound is more professional than outbound. This misimpression has been
engendered by the activities of criminals, whose outbound calling scams are widely
reported to be defrauding the innocent, particularly the elderly, thus tarnishing
outbound's reputation in the public mind. Additionally, inbound is a more traditional
means of doing business. Typically, a company sends out mailers with an 800 number
prominently displayed. The company then receives calls and Marketing feels good because
they have a tangible number of responses - hard data.
Alison Folino, a top analyst with Smith Barney, has attributed inbound's
favor, in part, to the fact that most of their work is based on long-term contracts, thus
imbuing an image of stability - so desirable in Wall Street's eyes. When a service agency
acquires a contract for tech support or customer service, it performs those duties on a
regular basis: it gets calls regularly and therefore gets paid regularly.
Furthermore, the higher the expertise required for the contract, like
hardware/software support or help desk operations, the more the service agency can charge,
which usually results in higher profitability - all things Wall Street likes.
As we all know, Wall Street rewards companies with recurring, predictable revenue bases,
because they are more likely to succeed. The existence of long-term contracts certainly
contributes to the perceived stability of inbound operations, but it is also the nature of
the beast. Inbound's historical trends provide a good sense of what the incoming call
volume will be. Being able to predict calling patterns on the basis of what has gone
before is not only valuable, but provides a sense of security as well. Response rates in
an outbound campaign, by contrast, may often be unpredictable.
Before I Upset Anyone
Please don't misunderstand the direction of my outlook; I am not "down on
outbound" - quite the opposite, in fact. The statistics I cited earlier clearly
demonstrate that outbound is growing at a steady, high rate. Indeed, I believe inbound and
outbound teleservices are strong and will remain so for the foreseeable future.
Richard Northrop, a managing director with Smith Barney, mentioned that outbound has
the "potential to be the more valuable of the two aspects of teleservices, in that it
generates new revenue and business for the client." The outbound engine, however,
must pursue high-quality programs to achieve its potential. Furthermore, with the massive
number of new products, especially technology products, continually unleashed on the
market and the need to test their viability via outbound telemarketing/information
gathering will concomitantly increase.
As I mentioned earlier, the felonious activities of a few so-called telemarketers have
tarnished the reputation of the industry as a whole. The Top 50 companies, and the vast
majority of the others, I'm sure, conduct highly targeted outbound campaigns, the
recipients of which have been screened against databases (including "Do Not
Call" lists) to ensure their suitability and receptivity to the campaign. Think about
it - why would any reputable company want to waste its resources contacting individuals
who have no exhibitable desire for its services? With the advanced technology available
today, it is possible for a company to target its market with pinpoint accuracy. That's
professionalism.
A Proviso
Not to deflate the sails of the outbound telemarketers, but a properly run inbound call
center, whether it's captive or outsourced, also has the potential to become a profit
center. This potentiality is directly reflective of the quality of management and agents
staffing the call center. While the obvious purpose of an inbound operation is to provide
information to customers, it should also attempt to convert incoming inquiries into sales
calls, as well as serving as an information and education center. A properly handled
incoming call is an opportunity to introduce customers to the product or service offerings
of a company through the processes of cross-selling and upselling.
This must, however, be done with the highest degree of diligence and strictures of
quality, in which case all customer service agents become consultants to customers. The
object of your company is to sell products; if you fail in that, you fail in the
marketplace.
Every Company Is A Call Center
And now we come around to the title of the piece. If you use the phone daily to conduct
your business, you possess a call center. The issue is how your customer contacts are
organized and managed. To present a unified, consistent message to its consumers, it may
be advisable for a company to create a dedicated call center for all customer service
related matters.
To embark on such an undertaking, companies must contend with the trends of
ever-more-sophisticated technology, as well as the demands such a dedicated center would
place on employee hiring, training, compensation and scheduling practices, to name a few,
within the overall company framework.
Most companies do not have the requisite knowledge to organize and manage a modern,
profitable call center. Every company, therefore, should weigh the option of outsourcing
those activities that are not within their core competencies. If teleservices agencies are
expert at customer service, help desk and all other call center activities, then why not
let them handle those functions? As Elizabeth Stites, director of marketing at MATRIXX
Marketing Inc., suggests, treat the service agency as a strategic partner. Allow them to
manage the customer relationship, from start to finish. It's like delegating
responsibility for an important task to a trusted employee. You retain the ultimate
responsibility, but they do the work, allowing you the freedom to focus on those tasks you
do best.
To help those of you who are considering outsourcing, we at Telemarketing(r) & Call
Center SolutionsTM magazine have prepared the Teleservices Outsourcing Directory to fill
your need for objective and reliable information on what teleservices outsourcing is, and
what its benefits are, and to provide some key points to keep in mind when making that
decision.
The Teleservices Outsourcing Directory will be sent to you with your June 1997 issue.
We trust it will be invaluable to you in this era when there is an ever-increasing need
for outsourcing.
As always, I welcome your comments and opinions. Please direct them to ntehrani@tmcnet.com.
Thank you.
Sincerely,
Nadji Tehrani
Publisher & Editor-in-Chief |
Congratulations To The New Top 50 Inbound
Service Agencies
Their Accomplishments Are Crucial To The Economic Contributions Of All
Service Agencies:The Creation And/Or Protection Of Over A Half Million Jobs And The
Generation Of Over $23 Billion Per Year In Sales!
We extend our heartiest congratulations to every member of the 1997 "Top 50
Outbound and Inbound Service Agencies." Every year, Telemarketing & Call
Center Solutions magazine ranks the leading service agencies based on figures
provided by the phone companies. In May, we will focus on the inbound service agencies.
Together, the "Top 50" outbound and the "Top 50" inbound service
agencies have contributed 231,836 TSR jobs to the communities they serve. This figure is
even more impressive when you consider that it many related administrative, fulfillment,
technical support, management and subcontracting jobs. If we were to take these into
account, the total number of jobs would exceed 290,000.
What does the TSR total suggest about the contribution to the economy made by all
service agencies?
First, let's assume that companies beyond the award-winning service agencies account
for at least as many TSRs (a very conservative estimate). That means the TSR total is up
to 463,672 (and the overall job total - including administrative, technical and managerial
support - is up to 580,000). Next, let's assume each TSR sells $50,000 worth of goods and
services each year (another conservative estimate). This means the total sales generated
by service agencies is at least $23,183,600,000. A common estimate used in the business
world is that, on average, $100,000 worth of goods and services are produced annually (in
the manufacturing and service sector) per employee. Thus, the total sales generated by all
service agencies ($23,183,600,000) is responsible for creating an additional 231,836 jobs
in the United States. The total estimated number of permanent jobs created and/or
protected by service agencies in the United States is 811,836. In addition, these
gainfully employed citizens are paying millions of dollars in taxes, thus helping local,
state and federal governments. We salute all service agencies for their significant
contributions to the U.S. economy. |