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Industry Research : 3 Reasons That US Call Centers Are Making A Comeback

Beginning in the 80s and 90s and accelerated by the financial crisis of 2007/2008, many US companies relocated their calls centers overseas to capitalize on lower labor costs. However recently this trend is reversing and we are now beginning to see more and more overseas call centers migrate back home. Companies are noticing that the profit from offshore call centers once sought after never materialized because of the offshore agents’ inability to generate meaningful revenue from their calls. This resulted in 180,000 jobs coming back to the United States in 2012 and 2013, and this trend is expected to continue.

Before discussing some of the reasons behind this trend, it’s important to point out the massive size of the US call center industry. The US currently houses an estimated 66,000 call centers where approximately 5 million Americans are employed. The sheer size of this alone means that industry trends can have a large impact on the US labor market as well as the economy. Recently, we decided to study the characteristics that successful call center agents embody that differentiate them from the rest. During this process we identified 3 crucial characteristics that high-performing call center embody using aggregated and anonymized data from the Marchex Call Analytics platform.

The primary data set for our analysis comes from Marchex Call DNA, which is conversational analytics technology that visually maps, classifies and scores every phone call, automatically. The data that it provides allows us to measure the efficiency of phone calls by providing data such as hold time, agent speech time, and dozens of other metadata that allows us to evaluate the caller’s experience. The results suggest that domestic call centers have a set of best practices or guidelines in place that differentiate them from offshore centers. These guidelines seem to be a major factor in better sales performance and reinforcing the good reputation of the brands that they represent. As customer experience is becoming more and more important, it is likely that this is one of the main reasons we are seeing a shift of call center jobs back to the US.



Listed below are 3 fundamental characteristics that we believe to be the source of the sales performance disparity between domestic and offshore call centers.

Call DNA from Marchex offers a complete visualization of incoming calls to allow businesses to better understand the caller experience.

Call DNA offers a complete visualization of incoming calls to allow businesses to better understand the caller experience.

  1. Limit Hold Time- It is fairly obvious that when consumers are subject to long hold times they are more likely to be frustrated or hang-up the phone. Using Call DNA, we found that there was a statistically significant difference in hold time between domestic and offshore call centers in the same industry, such that the average offshore call center hold time was about 1 minute and 15 seconds longer than the average domestic call center hold time.
  1. Keep It Simple- When communication exchange is simple and easy to follow, customer experience is improved and the likelihood of making a sale increases. Call DNA uncovered that although the domestic call centers we studied had better conversion rates to sales, there was a statistically significant difference in agent speech time such that offshore agents required 40 seconds more to communicate the same product information to a consumer.

  2. Empower Agents – Call DNA also clearly shows that many offshore call center agents have to consult with supervisors or transfer calls in order to solve issues that deviate from a routine sales call. The visual map of phone calls provided by Call DNA clearly indicates that calls to offshore agents often result in transfers or consultations while a consumer is waiting. The data shows that domestic agents had a more comprehensive understanding of particular inquiries that could arise limiting the number of transfers and optimizing the caller’s experience.

Although the lower labor costs of offshore call centers are attractive incentives, US companies are more than ever realizing the importance of caller experience. For this reason, we have observed and can expect more call centers to migrate back to the US where companies can optimize the caller’s experience and ultimately make more sales.


About John Busby:
John Busby is Senior Vice President of Consumers Insights and Marketing at Marchex. He leads the Marchex Institute, the analytics and data science team at Marchex that publishes findings on mobile advertising, consumer and market trends. The Marchex Institute also partners with advertisers to provide custom analytics and consulting services on their campaigns and call programs. Previously, John served as the Vice President of Product Engineering.

About Marchex:
Company LogoMarchex is a mobile advertising analytics company that connects online behavior to real-world, offline actions. By linking critical touchpoints in the customer journey, Marchex’s products enable a 360-degree view of marketing effectiveness. Brands and agencies utilize Marchex’s products to transform business performance. Marchex Call Analytics, the leading analytics platform for click-to-call, measures more than 250 million calls annually for brands and agencies worldwide.
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Today's Tip of the Day - Keep Cost In Perspective

Read today's tip or listen to it on podcast.

Published: Friday, August 28, 2015

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2024 Buyers Guide Workforce Management

 
1.) 
Alvaria

Alvaria Workforce
Alvaria Workforce (formerly Aspect Workforce Management) is a high-performance contact center software solution that provides the forecasting, planning, scheduling, employee self-service and real-time agent tracking to ensure that all agents and supervisors are productive, engaged in their work and delivering an exceptional customer experience.

2.) 
Alvaria

Noble ShiftTrack WFM
Maximize the efficiency of your contact center and meet/exceed customer expectations with workforce engagement tools that help you accurately forecast workloads, match the right resources to your needs and keep agents motivated. More than just scheduling agents and tracking shifts, Noble’s ShiftTrack WEM solutions optimize labor costs, manage capacity more effectively and improve service levels.

3.) 
Calabrio

Calabrio ONE
Calabrio ONE offers contact centres the complete toolset to unlock the tremendous value buried within customer interaction data and use it to transform the entire business. One seamless solution combines a fully integrated workforce optimization suite with powerful voice-of-the-customer analytics tools deployed—in the cloud, on-premises, or in a hybrid environment.

Capture every customer interaction across all channels. Extract predictive and prescriptive insights. Elevate customer experiences, improve employee engagement and increase operational efficiency. Then, extend customer-centric strategies across the business to accelerate sales, drive innovation and move your business forward.

4.) 
eGain Corporation

eGain Solve
Rated #1 by analysts and trusted by some of the biggest brands in the world, eGain Solve helps businesses design and deliver smart, connected customer journeys across social, mobile, web, and contact centers. You can sell smarter, serve better, and know more.

5.) 
MFE International

Agyletime Cloud Workforce Management
Agyletime is an enterprise grade true Cloud WFM and t is channel agnostic .
Its ease to Use , easier onboarding, forecasting and better scheduling.
You can integrate to CRMs such as SFDC, Zendesk, ServiceNow and others and to telephony systems such as AVAYA, CISCO, Genesys and other cloud telephony systems ; to independent Chat systems to aggregate data for WFM omnichannel forecasting, scheduling, optimisation and reporting.

6.) 
Pointel

Genesys Workforce Management
WFM Voice Self-Service allows agents and supervisors to access and update workforce management information from any telephone. Leveraging the Genesys Voice Platform and its open standards-based techonologies such as VoiceXML, robust applications can be developed to provide "anytime, anywhere" access to WFM planning and scheduling and real-time fuctions. These valuable additions to the standard WFM solution can be tailored to meet the unique needs of the contact center.

WFM Voice Self-Service can be deployed either in enterprise premises or hosted in a service provider's network.

If the client is a Genesys Voice Platform customer, they can run WFM Voice Self-Service on the Genesys Voice...
(read more)

7.) 
Vads

VADS Workforce Management
VADS Workforme Magaement is a smart tools that gives connectivity to the workers while working remotely. An intelligent workforce management system that aims to improve operation efficiency with the end goal to provide first.

8.) 
QPC Ltd.

QPC WFM - Calabrio/Teleopti Specialism
QPC has a long and successful history of delivering tried and tested innovative workforce management systems, and the training and consultancy needed to ensure organisations can leverage the customer service and operational efficiency benefits workforce management principles and automated workforce management systems can deliver.
 

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