The debate: Why do strategies fail?
13 December 2014 |
Two experts debate why strategies fail.
Chief customer officer
If you can’t measure your strategy, you can’t deliver it. At BPA Quality we have worked with many of the world’s leading customer-centric organisations for more than 25 years, and have found that the most successful deliver strategies with clear, measurable plans. They also have defined results criteria, a passion for customer excellence and delivering results, and robust and rigorous training, coaching and development programmes.
They are continuously monitoring their systems and ensure that everyone in their organisation buys into it. BPA Quality helps our clients’ strategies to succeed by maintaining performance and goal focus. We monitor them independently, and add value through remote call monitoring, benchmarking, mystery shopping and the delivery of enhanced training. That drives results, be they increased volume, customer satisfaction or a better bottom line. Organisations that fail to measure, monitor and train run a serious risk of seeing their strategies fail.
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Successfully implemented contact centre strategies show a level of co-operation and an understanding of the points of ownership. One reason why contact centre strategies fail starts early in the process – when department heads define need and then have to find the right technology to address that need.
At Conversocial, we often see a dilution of ownership between marketing and customer support; with marketing keen to protect the brand in the very public social media space. This dilution slows down and hinders effective change in the social media environment, particularly in social customer service. For example, only 33 per cent of the social media customer service solutions being used by companies are actually selected by the customer service team. The rest are chosen by marketing to fulfil a need more focused around follower count and publishing, whereas customer service teams are more focused on first-response time and average handling time.