To Brad Rubin’s view, BPO can render big wins for everybody by aligning your outsourcing strategy and involving the marketing operation functions within your business which will not only increase the gratification of the customers but simultaneously, it will reduce the cost too.
The single most important metric which make feasible for marketing group to maximize their long-term satisfaction and revenue, is a lifetime value or loyalty metric. Once this metric is developed, it needs to be incorporated into the service tools so the operations groups can follow processes for servicing and processing customers.
For example, a customer with a high lifetime value metric needs to have high service levels, increased benefits, increased customer incentives and further communication around product value for future revenue, whereas, Customers with lower lifetime value needs to put less frantic effort to be retained as a customer because the revenue they produce will not be worth the cost.
The second most important metric that marketing and operations need to grasp is a customer's behavior of purchasing in a transaction model or the persistency of membership in a subscription model. By leveraging interactive marketing methods, your team can identify conversion rates for new marketing campaigns. By understanding customer persistency, your team can develop the correct communication points in the membership lifecycle where reinforced value-messaging can be targeted.
As you develop this process, service providers need to provide input and feedback from each campaign. This feedback is essential to identify the success of each interaction and campaign targeted at your consumers. For example, if a transactional campaign is executed and male service agents in Costa Rica delivering an assumptive language script had the highest conversion, you need to take care that your operations staff understands this thing for proper staffing against those campaigns.
To be successful with BPO, compromise ingredient between marketing and operations is necessary for customers’ contentment. As a result, there will be greater long-term financial benefit.
Moreover, there needs to be established mechanism for your BPO partners to perform on scripting changes. Fragment the customer base to target the specific messaging for customers with different lifetime values. Enhance the self-service components in the interactive voice response (IVR) to provide information faster without incurring live agent costs. Increase the time you spend assisting customers that are loyal and important for your business.
There are several options and strategies that can be implemented. The goal needs to focus on proving the value of having marketing and operations which are working in collaboration to manifest the value of providing quality service and proper messaging to your customers. |
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