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Outbound sales & marketing changing in
response to consumer backlash
Outsourcing vendors are observing new
service demands from their clients
(enterprises/investors), in order that
they in turn can better serve their own
end-user/customers needs
London, 6 July 2007
–
There is no question outsourcers will
continue to give their customers a solid
mix of offerings related to horizontal
functionality. However, according to a
report by independent market analyst
Datamonitor (DTM.L), “Horizontal
contact center outsourcing trends to
2012” the manner in which
traditional services provided (which
include inbound customer care, outbound
sales & marketing and technical support,
in addition to relatively new functions
such as business-to-employee care), are
delivered, is shifting. The handling of
outbound sales & marketing in particular
is changing in response to consumer
backlash. In addition outsourcing
vendors have their fingers on the pulse,
and have new services such as ‘warm
calling’ and debt collation, cued.
From the standpoint of contact centers,
Datamonitor’s report examines what
emerging trends are in store in 2007 in
terms of functionality, and how
outsourcers can best meet the
requirements of both investors and
consumers.
A function-by-function analysis done by
Datamonitor indicates inbound customer
care, which could include contact center
agents
handling loyalty programs or taking
messages,
will remain the largest single
horizontal market through 2012,
accounting for nearly half of all
outsourced contact center agent
positions (APs)*. Outbound sales &
marketing (proactive selling of products
and services), contact center APs are
expected to proportionately drop through
this period.
Outbound sales & marketing changing in
response to consumer backlash
Investors in outbound sales & marketing
services have faced considerable
hostility from consumers and governments
alike over the past four years, which
has manifested in a number of
Do-Not-Call lists. According to Peter
Ryan, Datamonitor’s senior analyst for
contact center outsourcing & offshoring
with the technology business unit and
author of the report, this has meant a
shift in how outbound calling is
handled:
“Contact center outsourcers are getting
smarter in how they handle outbound
calling. Clearly, telemarketing is no
longer a method of choice. However new
markets are being found in outsourced
post-purchase follow-up calls
(warm-calling), which increase end-user
satisfaction as well as cross-sell/upsell
opportunities. In addition, there are
excellent opportunities in both debt
collection and charity / political
calling in western locations.”
Ryan also states that telemarketing need
not be totally discounted from the
perspective of emerging economies.
“In locations where economies are
developing, outbound sales & marketing
does not generate the same hostility as
in North America and Western Europe.
This could mean new opportunities for
outsourcers looking to diversify their
functional mix.”
However, Ryan is quick to point out that
investors need to conduct due-diligence
in regard to outbound calling in any
jurisdiction in which they do business.
Customer care to become more
commercially oriented
Inbound customer care is also expected
to shift to revenue generation
opportunities. According to Ryan, more
contact center investors are looking to
outsourcers to help ensure end-user
enquiries turn into cross-sell / upsell
opportunities.
“Investors are taken with the idea of
migrating their customer care operations
from cost centers into profit centers.
Outsourcers are leading this effort by
providing well-trained contact center
agents in both service and commercial
aptitudes. However, it is certain that
in order to turn a client query into a
new deal, contact center agents must
ensure that the reason for the call is
resolved fully and that a level of trust
is built between the contact center
agent and the caller.”
Three-step approach to getting the right
mix
Developing a horizontal contact center
mix that drives new investment is a
priority for outsourcers, and one that
is multidimensional according to Ryan.
“Outsourcers looking for the optimal mix
of contact center service offerings need
to first consider the opportunities
being afforded by geography and vertical
market. Once they have identified
potential sweet spots, they should
examine the nuances associated with each
separate function they wish to provide,
identifying any potential challenges.
Once this analysis has been made,
outsourcers need to consider their own
internal operations in order to
determine what they are capable of doing
at that point in time, and in what they
may need to invest for the future.”
Ryan concludes:
“Like any sector, contact center
outsourcing is evolving in the services
that it provides investors. By ensuring
continued innovation in all aspects of
functionality, outsourcers are able to
meet the needs of their partners and
end-users. However, those that succeed
will be the players that can pinpoint
market opportunities, and how their
operations can meet those requirements.”
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