Call centres still being run on cost basisby
Call centres are still being managed as financial cost centres, according to Dimension Data's Global Contact Centre Benchmarking Report 2007.
There has been little change in the past three years in the financial status of contact centres in organisations, with just under six out of ten (57.4 percent) centres reporting their status as cost centres.
Cost centre financial status is most prevalent in Europe with 60.3 percent of centres being cost centres; while Asia Pacific has the lowest proportion at 52.2 percent.
A cost centre approach dictates a focus on cost-cutting which the report argues can act as an inhibitor to delivering value to customers and their organisations.
"As each call made to the contact centre has an associated cost, executives need to ensure that every customer interaction is managed to achieve value for both customers and organisations," said Cara Diemont, editor of Dimension Data's Global Contact Centre Benchmarking Report.
"There needs to be a clear strategy in place to do this. Agents and self-service systems need to resolve calls the first time. This keeps customers happy because they're getting what they called for - their enquiry solved. It also saves money as calls resolved first time require no follow ups, which can often cost more than the initial calls.”