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September 22, 2008

Ryla Looks for Customer Feedback in "Vent Campaign"

By Eve Sullivan, TMCnet Editor

Ryla, Inc. is looking for feedback on customer contact management as part of the company’s “Vent Campaign.”
The premise of the campaign is “crisis in customer service,” according to company spokeswoman Karen Clay.
“Anyone you ask or stop has a quick story to tell about phone calls – getting caught in IVR hell, pressing different numbers or just bad service,” Clay says.
Ryla has developed solutions from the simplest to the most complex customer contact interaction. Their expertise in customer contact management, business process outsourcing (BPO), crisis response management and on demand contact center technology has improved their clients’ production, quality and revenue objectives.
In the Vent Campaign, the company wants to capture as many stories as they can and use them in two ways – at its 5th annual “Customer Feedback Conference,” which begins today, and to use as follow-up to media pitches that they’ve done with about 15 reporters, Clay said.
“We wanted to include some of the more compelling stories, so it ties to the whole challenge in offshoring, because that’s the root to many, but not all, horror stories,” Clay said. “Many businesses are bringing back their call center work because the cost benefits have not proven to be as strong as once thought. Negative customer feedback has outweighed the cost of offshoring the calls.”
The offshoring trend, Clay explained, started about five years ago, when people thought they would save so much money that it would outweigh the negatives.
“They did save money on the front end, but they are paying for it in market share,” Clay said. “Customer satisfaction is down. All of it is hurting their bottom line.”
Clay says they are trying to pin offshoring as the crisis in customer services. Ryla has domestic service, but global reach, Clay said. They are in high growth mode and are creating U.S. jobs, she added.
“Through our bringing on clients, it creates a domino effect,” Clay said.
Creating U.S. jobs causes them to invest in training their associates, so they are capable of providing top-notch service, she said. Then, the customers get the service they deserve and companies are positioned to regain satisfaction and loyalty – a triple win.
A whitepaper study, “Outsourcing Customer Service; A Smart Strategy in Need of Refinement,” which is posted on Ryla’s Contact Center Services channel, discusses offshoring and its apparent decline.
“In March 2005, Gartner (News - Alert), Inc., the UK-based provider of research and analysis on the global information technology industry, said that through 2007 ‘80 percent of customer service outsourcing projects aimed to cut costs are destined to fail,’” the whitepaper states. “They further predicted that by 2008, 60 percent of companies outsourcing customer service functions would see customers leave and incur hidden costs that would outweigh the savings they hoped to achieve. Sure enough, a more recent study published in May 2008 indicates that Gartner’s predictions were on target.”
Clay says they will be referencing the Gartner study and whitepaper at the conference. It can be found on Ryla’s channel or Web site.
An ad on the side of Ryla’s Contact Center Services says, “Tell us your best 1-800 customer service horror story,” and provides a place to click on. When you click on “Go ahead. Vent,” there is a place to write a 250-word essay on the subject.

Eve Sullivan is a contributing editor for TMCnet, covering news in the IP communications, call center and customer relationship management industries. To read more of Eve's articles, please visit her columnist page.

Edited by Eve Sullivan

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