Three R’s of Contact Center Success: Relationships, Retention, ROI

The goal of any contact center is to provide effective assistance to customers, which in turn maximizes businesses’ contact center services ROI. So, what’s ROI made of? In truth they can be boiled down into three R’s: relationships, retention, and ROI. It is vital that contact center managers take these three elements into account when building out their training and coaching best practices.

Relationships

It is incredibly important for agents to build relationships with their clients in order to provide effective assistance and stimulate heightened customer retention. After all, the more agents understand about their customer, the more likely they will be to be able to understand the problem and help them more efficiently. There are many ways agents can build effective relationships with customers such as garnering insights from their social media conversations, engaging in friendly conversation to personalize their experience and demonstrate empathy and compassion for the consumer.

Retention

Consistently establishing positive relationships with consumers will lead to greater customer retention, a key facet in maximizing contact center services ROI. Any successful business must retain its customers; the value of having a loyal group of customers providing repeat business cannot be overstated. After all, retaining prior customers is far more inexpensive than signing new ones, according to Forbes. Successful customer retention is part of how companies can maximize contact center services ROI. Providing prompt, personalized, and efficient customer service will keep customers satisfied and coming back to your business. This, of course, is all in hopes of creating a strong word of mouth campaign amongst consumers, attracting even more business.

ROI

Just as fostering relationships with clients leads to greater customer retention, greater customer retention yields greater ROI from contact center services. When customers are satisfied, they return to the same company, and as they do, profits increase. Contact centers can increase their revenue by improving their internal practices. Merely training agents to build positive relationships with clients, for example can lead to increased customer retention and ROI.

So keep yours goals within reach by keeping the three Rs of contact center success at the forefront of your mind.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.

InfoCision: The Healthy Call Center

Last week, InfoCision’s Chair of the Board, Karen Taylor shared an interesting article with us about the benefits of periodically standing up at work instead of sitting down all day.  It really got me thinking about how important it is to stay focused on healthy activities, especially when working in a role that may require being seated for long periods of time. I found a similar article in the New York Times advocating getting up and moving around throughout the workday in a number of creative capacities.

Here at InfoCision, we try to do everything we can to help our employees live a healthier lifestyle, and when we see articles like this, we feel obligated to pass the information along.  For the same reasons, we have established annual health fairs, which take place at all our call center locations throughout the months of August and September. We believe that a healthier,

Members of our Employee Benefits team working a booth at our Health Fair at our corporate headquarters in Akron, OH

engaged workforce begins with employees that are encouraged and given the tools to make good health a priority. These health fairs provide team members with access to 30 or more vendors who offer free health screenings including blood pressure, body fat, BMI, cholesterol and glucose checks; and information on health issues, health insurance and other valuable employee benefits.  The health fair we just concluded at our Akron headquarters drew more than 500 individuals in one afternoon looking to find ways to improve their health and their lives!

Does the cost pay off?

At times, when I mention the amenities that we offer our employees, I am asked “Isn’t that expensive?” The answer is yes, there is a cost, but it’s well worth it and ultimately we receive a measurable ROI from our overall wellness programs.  By providing employees with convenient and affordable access to health information and resources, we have seen our workforce respond by becoming healthier, which has kept insurance rates from rising for both the company and our employees themselves.

And beyond the business reasons, it’s really just the right thing to do for all our staff. A healthier employee is a happier employee and it is well worth the cost to make sure our employees are taken care of so they can provide the best service possible to our clients. It’s a winning formula for everyone!

Fundraising Part 2: The Professional Fundraiser and Nonprofit Relationship

Last week I shared how certain teleservices campaigns are designed as new donor acquisition campaigns where the primary purpose is to identify and engage as many new donors as possible; and raising funds is a secondary goal.  This is why some campaigns may appear to be less successful in terms of the funds generated, but are actually very successful and vital to nonprofits, allowing them to build and supplement their donor base.  This week, I’d like to talk more about why it’s important to build relationships with donors, and how professional fundraisers help to cultivate those relationships.

Professional fundraisers help build and create long-term donor value; the lifeblood of nonprofit organizations

Donors are the lifeblood for Nonprofit organizations.  They provide the necessary funding for the organization to be able to further its mission.  But the goal when reaching out to donors should not be just to ask for funds, but also to create a real connection between the donor and the organization.  A donor who becomes engaged with the organization will likely give again and again because they not only believe in the organization, but become personally involved in its mission.

Once a new donor is brought on, the real work to build that relationship begins.  In fundraising it has been proven that donors who give a second gift within 90 days of their initial gift are more likely to become sustainers to the organization.  Involving them initially in a multifaceted communication and engagement cycle is key.  Typically, new donor conversion strategies include a thank you call, welcome kit, or email to convey the organization’s appreciation for their generosity and to show how their dollars will be put to work.  Even after the receipt of a second gift donation, the Nonprofit should continue fostering the relationship through retention campaigns which keep donors informed and active by providing opportunities for involvement, such as volunteering.

What is truly most important to successful retention campaigns is the value of the customer experience.  High quality call centers are uniquely positioned to provide a wide array of services to help better manage donor relationships.  Business Intelligence, real-time analytics and reporting, variable script-on-screen, targeted call routing, online fundraising services all work together to increase the level of personalization and thus provide an exceptional donor experience.  When a donor walks away, after making a donation, feeling good about their gift and recognizing they are a critical component of the organization’s mission, they are more likely to give again the next time the organization calls, sends a letter or email request.

As with a business customer, it’s more cost effective to maintain a current donor than it is to find a new one.  However donor attrition requires constant vigilance toward replenishing your active donor base as an ongoing part of raising funds.  But you can positively impact your attrition rate by building solid relationships with donors by making every interaction with the organization a positive experience.  This is why it is so vitally important to work with a fundraising partner that is a true extension of your organization and has fundraising experts on the phones who work hard to make each and every phone call count.

The one thing I didn’t mention is how the professional fundraiser also manages the myriad of state and federal fundraising regulations.  I’ll discuss this in my next post as well as shed some light on the government reports professional fundraisers are required to submit, and how consumers can make good decisions on spending their fundraising dollars.  Be sure check back next week to read more.

Click here for Fundraising Part 1: How Nonprofits and Professional Fundraisers Partner to make a Difference

Click here for Fundraising Part 3: Compliance and Nonprofit Fundraising

Click here for Fundraising Part 4: Using Information to Make an Informed Choice as a Donor