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June 30, 2009

Quality, Not Cost, Key Teleservices Firm Differentiator: InfoCision

By Brendan B. Read, Senior Contributing Editor

In today’s tight economy one would think that when selecting a teleservices firm the key--and only—criterion is price. After all, every organization: businesses, governments, institutions, and nonprofits are facing increasingly constricted budgets. Outsourcing to the lowest-cost teleservices provider can help them breathe in the cash-flow corset.

Even in good times, firms used price as the key consideration for outsourcing and choosing supplier. Why else would one outsource?

Not so and no longer, says teleservices company InfoCision Management Corporation. Superior quality—namely the ability to help firms attract and retain customers when every one is golden—has greater bottom line returns than cost savings alone. Organizations are beginning to see contact centers less as a necessary expense and more as a strategic avenue through which they can engage and retain customers.

“With the hard economic times, companies are looking for teleservices providers that can not only deliver expertise, but also emulate the true culture of their company,” reports Dana Allender, InfoCision director of business development. Bottom line, they don’t need a call center, they need a solution to assist in achieving their business objectives. The solution needs to be flexible, scalable and easily deployed, while generating quantifiable and measurable results.”

That means that companies want a teleservices firm that will be a strategic partner that will serve as an extension of the company, and which understands the specific needs of its customers, Allender explains. Using a contact center that focuses on quality and strives for 100 percent customer satisfaction gives an organization a competitive advantage over competitors that take a cost-savings approach to their phone-based marketing and customer service. But the contact center must be able to do more than just talk a good game; it must be able to deliver the results it promises.

“People expect performance right out of the gate; they need to see how it impacts their profits,” says Allender. “The contact center company needs to prove to you that it can execute strategy and produce results at or above your expectations, whether it is generating new sales, reducing costs or retaining customers. They should be a partner that you bring to the table at the beginning so they not only understand your objectives but also provide insights from their years of experience on how to achieve those objectives and overcome any challenges.”

In this economy where competition for customers is extremely competitive, strategic use of contact centers can provide a company with far-reaching benefits to achieve its goals and find profitable solutions to unique business problems. One of these is targeted marketing; businesses and consumers want to be reached in very specific ways that meets their individual needs. Yet this method can be expensive and time consuming to implement. To maximize its marketing and customer care efforts companies must have an in-depth understanding of their customer base. A good teleservices firm can provide a wealth of experience in targeted marketing to different segments of the markets based on multiple demographics.

“Businesses and consumers don’t want to be ‘mass marketed,’ and it’s been cost prohibitive to be able to reach every one of them individually,” says Allender. “We each have our own unique ways of wanting to be communicated with, and it’s up to each company to uncover what that is and deliver it. A quality teleservices company can help them do just that with personalized service.”

Brendan B. Read is TMCnet’s Senior Contributing Editor. To read more of Brendan’s articles, please visit his columnist page.

Edited by Patrick Barnard

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