Developing a business case
Develop a business case to improve your contact centre needs to deliver one of three potential outcomes:
- Increased call centre efficiency – so that operating costs can be reduced
- Improved call centre effectiveness – so that in a commercial contact centre there are higher levels of conversion rate and order values.
- Increased Customer Delight – which could be expressed in terms of Customer Satisfaction Rating or Advocacy
So what makes the outcomes happen? In creating a business case, a metaphor that worked well for one of our clients was to think in terms of improvements buckets. Each idea they considered would so a greater of lesser extent impact one of the outcomes. Think of each idea as a bucket of different sizes and levels of functionality.
In this way you then have a conceptual framework that can be used to assess the relative merits of:
- Implementing true multi-channel support
- Maximising the use of virtual resources
- Exploiting self-service technology
- and Optimising the Workforce Management design
The final piece of the business case jigsaw is to define the difference that each improvement area will have on KPIs. For example, if the initiative is to reduce failure demand then how many calls will be eliminated from the forecast – and, in turn, what will that reduction mean on the Service Level and/or resourcing needs?
This business orientated approach is absolutely vital when considering the justification for new technology. Too often the focus is on the cost of the feature or application rather than the outcome value that the technology will be a catalyst to help the operation achieve. Our consultants can help you make sense of this – without it then the contact centre project will not get approved.
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