I’ve Invested Heavily in Non-Voice Channels, Yet My Transaction Costs Are Not Falling?

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It is interesting that 40% of customers using self-service also contact the call centre (Orange), while 82% of store visitors make a follow-up phone call (Orange).
Customers evidently need to follow up when they feel that they have not had a suitable resolution.

As a contact centre manager you have matched the transactions to the channels (see previous blog) and now you need to understand the true cost-to-serve by transaction.

Some analysis of costs is simplistic in that it only accounts for single contact transactions and not the impact of repeat contacts for the same query. In this illustrated example we show how repeated contact increases costs – times to contact x cost of channel. This, however, does not even include the escalated cost when 42% of the complaining customers call and ask to speak to a supervisor.

We have compiled a check list of items to consider as you calculate total interaction costs. Making marginal gains, tweaking processes one step at a time, will lead to reduction in the cost per interaction.

The journey to finding the most appropriate route or sweet spot for each transaction and demographic is demanding and requires focus and ongoing improvement. You will gain improved customer loyalty together with increased productivity and boosted staff morale.

Author: Guest Author

Published On: 20th Jul 2016 - Last modified: 6th Feb 2019
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