Monthly Archives: May 2012

SYKES Recognised by TSIA for Sales Assist

Technology Services World (TSW) continues to grow from event to event, this being testimony to its sector relevance and audience engagement. I hope that TSIA’s focus will broaden to other technology sector segments such as consumer.

SYKES’ Sales Assist was named a finalist for the Services Innovation Award on Monday, providing an opportunity to describe the product, approach and benefits to a sizeable audience. Competition was tough though, with ServiceSource named the other Services category finalist. As their submission was centred around their core service and platform I felt that they were likely to win. It’s difficult to present a process and methodology on paper and doesn’t always compare favourably with screen shots, dashboards and charts.

At the award ceremony, I sat somewhat nervously as the Innovation Awards part started and was knocked over when Sales Assist  was named as the category winner. SYKES is a people business and representing what we do on paper and in presentation slides is really hard, as it is for any contact center outsourcer, but when visitors meet with our people in-centre it all comes alive. They see for themselves the commitment and passion to deliver service to customers and with this it all makes sense.it alland is the thin line at the front of customer engagement.

Sales Assist is a great product, giving companies the method to build sales-through-support activities. So many companies seem to attempt this but fail to achieve a meaningful outcome. I believe it’s because the commitment to succeed is not full and badly prepared programs result in pilot program failure, leading to agents being unenthusiastic and customers disaffected.

Expo Theater Poll Result

TSW Expo Theater Poll result

I presented Sales Assist once again during the lunchtime session on Tuesday when we did a deeper dive into the five components. At the end I ran a poll to identify which components, in light of what we discussed, delegates felt failed their company’s efforts. The outcome was that 50% or more felt that four of the five (Hiring, Training, Management and Incentives) were major contributors to failure. A little way behind was Measurement with only one-third of participants identifying this. This isn’t a surprising outcome given the amount of measuring that takes place in a typical customer support program. I think Sales Assist can help companies perform better and create or improve a revenue stream.

I’ll be presenting Sales Assist again on Thursday with TSIA’s John Ragsdale. Please join us if you can.

Customer Service in Social Media – taking baby steps

I joined around 60-70 delegates last week in London for the Useful Social Media event Social Media for Customer Service Europe. The keynote speaker was Frank Eliason of Citi who, frankly, nailed the topic. Social media has been great for marketeers but presents challenges.

For example, “friends” do the most unfriendly things such as say bad things about your brand in public and on your Facebook site. They also ask unrelated questions where marketeers intended discussions around new products and services should happen. And finally, they have stopped calling for assistance and now tweet, asking the world instead. Or they express their frustration through Twitter when they did ask you and you didn’t reply.

It’s little wonder that senior company executives are wary of social media. Nevertheless, social media is here to be embraced, not least because customers like it and use it. As time passes late adopters will adopt, and laggards will lag (losing touch?), and generation Y and Z folks will dwell in cyberspace looking for near-instant gratification and help from peers.

The message I took away from the conference is two-fold:

  1. Don’t ignore or constrain social media – embrace it. You can’t contain, prevent, or avoid it but you can work within it to get the best and right results. It’s encouraging to see that social media roles are appearing at very senior levels in large organisations. A sign that engagement is happening.
  2. Customer service departments need to get involved. I was struck by how many marketeers were at the conference. Clearly this is where the early budget has come from but, as I expect there’s a lot for CS professionals to learn from what people say unhindered in social channels, they must get involved and wrest control of CS interactions from marketing. Otherwise, who know what advice and guidance customers will be given?

ROI was also under discussion and various points were made about the return companies gain on their investment. Universally, everyone said it was tough to conform with traditional company ROI calculations. I’ll probably post on this again in the next few weeks as the topic continues to appear. Part of the justification is finding the right format to satisfy the needs of executives, and ensuring that the arguments stand up to scrutiny.

What else did I take away from the conference? There weren’t many dyed-in-the-wool CS people there, so I expect that interest is from people with a CS role and an interest in social media. More people needed that see social media as a customer service channel, methinks!

If you have an opinion, please comment