In this webinar, Clare Price, vice president, Research at Demand Metric, and Stephen Pappas, senior vice president, North America at Panviva, will explain how to create competitive advantage and generate revenue by seeing the contact center in a new way.

1. Customer Support:
Make Your Contact Center a Profit Center
September 24, 2014

2. Steve Pappas
Senior Vice President
North America, Panviva
spappas@panviva.com
Vice President, Research
Demand Metric
clare@demandmetric.com
Clare Price
Presenters

3. Make Your Contact Center a Profit Center
Today’s discussion
• Contact center can influence unexpected areas of the
business
• Time to rethink the Contact Center’s role in the business
• Map to customer journey
• Align customer service with sales & marketing to better
grow your revenue and market

4. What are the main points to align your
contact center as a profit center?

5. Make Your Contact Center a Profit Center
1. Focus outcomes on revenue uplift,
not operational efficiencies
2. Revenue, product, customer,
geographic expansion
3. Competitive advantage/
differentiator in commoditized or
complex markets such as health
insurance, finance, manufacturing,
high tech and others

6. We are hearing a lot about ‘omni-channel’.
How is that affecting the alignment?

7. Simplified Omni-Channel Customer Journey
Acquisition Phase
Interpersonal Digital
Service and Support Phase
Interpersonal Digital
Lifetime Value Phase
Interpersonal Digital
Retention and Referral Phase
Interpersonal Digital
Based on
personal
preferred
method or
channel of the
customer

8. Omni-Channel Customer Journey
Customer Acquisition
Interpersonal
• Sales
• Pre-Sales
• Marketing
• Contact Center
Digital
• Brochures
• Self-Help
• Website
• Email
• Mobile
• Social
• Chat

9. Omni-Channel Customer Journey
Service and Support
Interpersonal
• On-Boarding
• Welcome Call
• Training
• Support Line
• Marketing Info
• Campaigns
Digital
• Welcome
• Email
• Online help
• Online videos
and tutorials
• “Did You Know”
emails

10. Omni-Channel Customer Journey
Maximizing Lifetime Value
Interpersonal
• Surveys by CC
• CC sees
Opportunities
• CC
communicates
to Sales
• Up/Cross Sell
Digital
• Personalized
offers
• Digital CSAT
Surveys
• Land and
Expand offers

11. Omni-Channel Customer Journey
Retention and Referral
Interpersonal
• CSAT calls
• How can we do
better
• Outreach
• Referrals
• Have you tried
Digital
• Customer Only
• VIP Elite offers
• Birthdays
• Thank You
• Pass this on
• Refer and save
• Coupons

12. Can you tell us in general why you refer
to the contact center as the “hub”?

13. Alignment
• Sales & Marketing alignment with the
Revenue Contact Center
– Inbound sales/Inquiry Calls
– Support or service bridging to a sale
– Enhance productivity & customer experience
– Overall better integration as The Hub of the
business

14. “The Hub” as a strategic weapon
Customer
Sales/
Marketing
Back
Office
Product/
Service

15. What should we be thinking about for
contact centers in the future?

16. Next Generation Customer Service
• Omni-channel and Effortless
• Overcome challenges of Web 2.0 & Lean
– Application Guidance
• Personalize the experience
– Based on customer needs
• Reduce churn
– Planning for the Journey

17. How can we look at the Contact Center
for growth?

18. Business Growth
• Expand markets, territory coverage
• Incubator for future Sales and Marketing pros
• Push competitors faster with an “agile”
contact center
• Introduce new products and services
• Real-time feedback (what working/what’s not)

19. Can we also gain market intelligence from
the Contact Center?

20. Market Insight and Intelligence
• Market research (built in focus group
enablement)
• Customer satisfaction, needs gathering
• Greenfield opportunities to uncover
• Product management
– Real world feedback loop provided by CSRs/agents

21. Can Sales really fit into this alignment?

22. Sales Optimization
• Message development, refinement
• Identifying, overcoming objections
• Modify or create new sales processes
• Management learnings from contact center
shadowing

23. How does SupportPoint play a role
in this shift?

24. Improve Contact Center Performance
SupportPoint simplifies the information environment by providing step-
by-step instructions and information within the workflow at the moment
of need.
• Lowers handling times, abandonment, escalation, error rates, training
times and compliance issues
• Increases employee performance, engagement, capacity and agility in
changing environments
• Improves customer satisfaction as reflected in quality scores
• Dramatically reduces costs
• Better ‘aligns’ sales, marketing and other departments with the contact
center hub

25. THANK YOU!
Phone: +1 (617) 778 2294 | www.panviva.com