Even though core competency and cost reduction are amongst the main objectives of partnering with a professional call center, the Critical Call Center Choices still must be made. These include:

• What kind of experience do you want to create for your customers?
• What will be the desirable outcomes of creating that experience for your customers?
• Are you committed to the funding necessary to create those experiences and outcomes?

Let’s look at each of these Critical Choices separately:

What kind of experience do you want for your customers?

Most companies quickly answer this by saying “the best” or “a great experience.” Of course, that should be the standard of performance for every call. But engineering an experience comes in all shapes and sizes – so get specific. For example, some companies want customers to be have a “fast” experience – so their call is answered quickly, the problem identified and resolved quickly and the customer is off the phone without delay. This doesn’t mean the call is rushed or impolite, but that any other “time” spent is eliminated, such as upselling another service or asking a survey question or two. If speed is important to the customer, then engineering a fast call experience is critical. On the other hand, some companies want their customers to experience just the opposite – a calm, unhurried call where interactive conversation and personal connections are generated between the caller and the call representative. This may increase costs – as longer calls cost more to serve – but some companies leverage that cost into stronger, repeat purchase relationships with their customers.

What will be the desired outcome of each call?

Again, the common answer to this question is, “Fix their problem!” Undoubtedly, that’s the primary function of the call experience – to resolve a question, support issue or customer service problem. But is that really the “desired outcome”? For example, should your call experience also try to gather one or two pieces of market research during the call? Some companies use their call center traffic as their primary product development and research laboratory – since current customer problems usually point to a product defect or improvement opportunity. Another option is to create a “purchase” outcome during the call: Even customers who are calling to have a problem solved or technical support may be interested in a related product or service you offer. A talented call center representative can listen for key indicators and make suggestions for ancillary purchase opportunities – which may cause the call to go longer (and cost more) but may also create better revenue (or simply stronger customer awareness of your other products and services).

Are you committed to resourcing these experiences and outcomes?

Most companies turn to outsourcing to reduce costs or overcome service level challenges. Their initial reaction is to ask call center companies for their “best price” rather than sit down with them and examine the desired outcomes and experiences their customers will have when they call. In fact, most companies still see customer call services as an “unavoidable expense” rather than a profit opportunity. In addition to upselling other products or services, the downstream profit of top quality experiences with customer support are well documented. Customers who love your support services will tell other customers how you took their “problem” and turned it into a “positive.” They will praise your fast response to their friends, generating referrals for you. If they trust the call center representative, they will gladly offer responses to simple survey questions, creating a customer-driven research lab for your company. None of these are “unavoidable” expenses – they are serious and vital investments in your company’s future products, customer loyalty and brand image.

In two decades, we have watched companies try to do their own service in-house or turn around and out-source it to the “lowest cost” provider. Every time, they failed to address the Critical Call Center Choices. And every time, the results were unhappier customers, product abandonment, negative will and loss of repeat business. Call centers aren’t just “problem solvers” and ways to fend off angry customers. They are your front line, the face of your brand, the most common interaction (after sales) customers will have with your company. They are even, literally, your most substantial marketing effort.

Be sure to seriously consider the Critical Choices before selecting your next Call Center partner. if you simply shop on price, you’re going to be missing a whole lot more than just some customer calls…