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5 Proven Customer Service Centre Transformation Methods

Find out how to implement a transformation of your content centre for an exceptional customer experience.

March 2nd, 2020


Rob Mead

Let’s face it, sometimes customer service centres can feel a little jaded. Whatever industry, business, or even the call centre software used; the routine of managing customer queries can become just that, a routine.

Here at FM Outsource we work hard to ensure we avoid becoming stale, by undergoing a strategy of continuous transformation. To help, we’ve listed our top 5 tips to get you going.

A Consistent Commitment to Omnichannel

We know, we know; it’s 2020. Omnichannel communication has been around for years and it’s easy for the eyes to glaze over at its very mention. The truth is though, despite Adobe finding an omnichannel strategy can lead to an extra 10% year on year growth, brands are still missing the opportunities presented by migrating from inefficient channels to more effective alternatives.

An omnichannel strategy can lead to an extra 10% year on year growth An omnichannel strategy can lead to an extra 10% year on year growth

Customer experience can be improved by things as small as giving people the likely wait times on each channel to nudge them into the most efficient options. From banners on your website declaring a 24-hour email response or “get an answer right now” on webchat, through to your IVR advising people to use your WhatsApp rather than waiting another 10 minutes on hold.

There are always better ways to manage your channel mix and, whilst an omnichannel strategy should be based on 100% availability anytime across any channel, it should also reflect your efficiency and quality priorities. However, achieving this without the right back end systems in place is nigh on impossible, leading us nicely to our next tip.

Using the Right Technology to Improve Productivity and Reduce SLA’s

The customer contact centre software you use is central to your ability to transform. The right technology gives you the customisation and guidance to create dynamic customer journeys that manage the legwork whilst your advisors focus on providing expert service. The wrong technology, however, can leave you stuck with inefficient processes, estranged customers, and increasingly fraught advisors.

At FM Outsource, we always base our search for a technology partner on a key differentiator: if a client has an operational emergency, can we react in real time? This led us to Gnatta which we use to automate our routing, prioritisation, data gathering, and more. This means our advisors have more time to help the customer, rather than spend it on the kind of legwork that can be handled by a machine.

Our rule of thumb is if a task relates to the admin around a contact, get the technology to handle it. We want our advisors to focus solely on helping the person on the other side of the conversation. For more information on automating your processes, we’ve a whole other blog post which is well worth reading.

Use Automated Customer Information

Increasingly of course, contact centre transformation is focused on how to take the advisor out of the picture altogether. Whilst we believe this can be overstated (an emotional customer sometimes needs the human touch more than they need instant access to information), it is important that any transformation includes elements of automation.

The starting point for any such venture should be a powerful self-serve option. As far back as 2016, Ameyo predicted that this year 85% of customer interactions will be automated, and no brand can afford to be left behind here. Self-service solutions exist from plug-and-play to highly customisable alternatives, across a wide range of budgets and requirements. Our key criteria when assessing tools is simple: how easy is it for the end customer to use? Finding a tool that satisfies this is the key to any self-serve transformation.

Utilise Deep Linking to Direct Social Messages

According to Microsoft, 65% of people aged 18-34 believe social media is an effective customer communication channel, and the numbers remain strong as you go up the age brackets. The revolution in social media however, isn’t just about the public posts and viral tweets of the Facebook/Twitter/Instagram behemoths. Just as important, is the thriving ecosystem of private and direct messages behind them, with over 20 billion private messages shared between customers and businesses every month.

With increasing numbers of private social media channels (as well as the growth in WhatsApp and Apple Business Chat), utilisation of these should be a keystone in any transformation. However, it can be all too easy to invest in availability on these platforms without making it easy for customers to default to them. Cue deep linking.

Deep linking to social messages allows people to contact you via Facebook Messenger, or Twitter Direct Messages, directly through your website. Encouraging customers into this route can increase efficiency, de-escalate emotionally charged interactions outside of your public account, and reduce reliance on telephony and other costly channels. Best of all, each social media platform has publicly available instructions for how to implement it!

Maximise Efficiency Through Intraday Analysis

Traditional resource allocation works on a full-time equivalency (FTE) model. This is a valid metric which has been around a long time and will always form part of the resource analysis toolkit. However, at FM Outsource we found we needed to go deeper. We recently overhauled our allocation via intraday analytics. Suffice to say, it’s transformed our approach.

Intraday goes deeper than the FTE model by not just looking at the weekly hours required to man a customer communication campaigns, but at the breakdowns within those hours. It varies from understanding peak times within opening hours (which, as a 24/7 operation, is no mean feat!), to analysing query types and complexity over the course of the day. As a result, we have a dynamic shift approach which allows us to consistently alter the number and skillsets of our advisors as required.

We spoke in depth about intraday analytics in a recent video which you can see here.

So, there we have it, FM Outsource’s 5 tips for a successful customer contact centre transformation. We’re always keen to hear how brands are managing their own campaigns and offer any help and advice we can – so why not get in contact with us by using the webchat button or ringing 08081 697627 today?


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