Three Quick Ways to Boost Contact Center ROI

As a business leader who has  invested in an array of advanced contact center services, great importance weighs on seeing the ROI of these various tools. After all, how else can you measure profitable growth within your contact center?

The question remains, however, of how to actually measure this ROI within your facility. Enhancing contact center services ROI isn’t difficult so long as you have invested in a solution that is utilized by the right staff; boasts business intelligence; and ensures regulatory compliance.

To provide a more in depth explanation of these three points let’s deep dive into the functions of each:

  • Inbound and outbound call center technology: A best-in-class contact center will make use of advanced technology to ensure each inbound and outbound call is treated with the utmost care by the agent with the most refined skill-set. For instance, inbound call center tools such as skills-based routing make for the best customer experience as specific inquiries are automatically transferred to the agent with the most expertise in the subject matter. Therefore, a seamless interaction can occur and end on a positive note with a found solution.
  • Regulatory compliance: In addition to implementing the right technology, regulatory compliance is integral in providing contact center clients with the most reliable service possible. A leading contact center will assure its clients that they are 100 percent compliant with state and federal laws, so as to avoid unnecessary fines that legislative branches can incur on contact center services clients. This also means that your contact center services do not violate Do Not Call legislation—which in turn enhances the institution’s overall quality of services.
  • The right staff: Finally, the life-pulse of the contact center is of course the person who answers the phone and provides service to the customer. Without a mature, client-based trained and socially sensitive group of Communicators, a contact center’s quality of customer care can waver. Consumers value pleasant interactions, applied expertise and ability to solve problems quickly when speaking with contact center agents.

If you’re not impressed with your business’s contact center services ROI, it might be time to look for a call center that provides each of the above essential elements.

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.

Data and its impact on customer experiences

In business, there are few things as important as a customer’s experience. The customer service you provide has a huge impact on the overall perception people have when dealing with your organization. Often times, companies and organizations have collected plenty of data on their customers and donors, but are unsure what exactly to do with it.  Here at InfoCision, we have access to more information than ever, with a database that includes 205 million records, 132 million households and 40 million distinct phone numbers. We are able to take that data, and that of our client’s to create a great customer experience. Advances in technology are bringing companies and their customers closer together but how to go about doing that can seem overwhelming, so that’s why I recently sat down with InfoCision Vice President of IT Client Services Mike Herston to get a better understanding of this “big data” and how it can be used to positively impact the customer experience.

Using data to add a personal touch – Mike Herston

Wouldn’t you love to learn more about the customers you’re calling or those who are calling you? Determine the best time to call? Map their purchasing behavior and patterns? With today’s technology, it is entirely possible. Tests have proven that predictive modeling can have a positive impact on acquisition calls by improving file performance and driving down costs.

InfoCision Vice President of IT Client Services Mike Herston

On one 95,000 call test we conducted, the response rate increased by over 21 percent and the revenue per call increased by over 17 percent (compared to the control). These results were well above the goals for the program, and allowed further penetration into lower-performing records.

Every call is a reflection on your company and an opportunity to build a lasting relationship with your customer. Pre-built statistical models can be used to tailor our Communicator’s scripts using real-time inscription technology that help them focus on the call and building that relationship. We can actually tailor a script based on the fact that we know someone is male or female, or if we know their age range. We can tailor a script to a household that has a presence of children. The whole idea is that it allows us to deliver a script that resonates with the person we’re calling.

When it comes to making things personal, organizing your data can make all the difference. I know from my own experience, I’d much rather have somebody sell me something that’s within my economic means as opposed to something that’s not. It’s also beneficial to know what I’ve purchased in the past so I can be made aware of any offers that are aligned to those types of products or services. Business Intelligence not only allows us to provide a great experience for new customers, but it also helps us rekindle relationships with customers or donors that may be at risk for churn. On a recent campaign for a wireless client where we utilized both Business Intelligence and multichannel strategies, we saw the cost to save a customer drop from $127.04 in the control group to just $14.65 per customer in the test group. While at the same time an additional 138,400 customers were saved.

Companies need to strategically align themselves with partners that can help them leverage the growing amount of data available. We make a lot of calls, and that gives us a lot of past behaviors to model depending on what the client’s goal is. Let me put it this way, we don’t operate on the one-size-fits-all model.

For more information on the Business Intelligence Group or other InfoCision IT services contact Mike Herston at (330) 668-1400 or