CRM - November 2007 - (Page 26)

MASTERING THE METRICS MAZE “For the call center, CCPM removes subjectivity and it creates one source of data,”says Donna Fluss, president of DMG Consulting and author of the “Contact Center Performance Management Market Report,” announced in January. CCPM is far from new. Organizations have used homegrown applications for their performance management needs for at least 20 years. But the market for packaged tools is still relatively immature. There are three main buckets of vendors within the CCPM landscape, according to DMG Consulting: Reporting vendors: Include players like Business Objects, Cognos, Oracle’s Hyperion, SAS Institute, and SPSS. Vendors with corporate/enterprise PM capabilities: Include Oracle, Pilot Software, and SAP. Best-of-breed CCPM vendors: Include AIM Technology, Merced Systems, and Performix (acquired by NICE Systems in 2006), as well as Aspect Software, Authority Software, Enkata, Exony, HardMetrics, Informiam, Latigent, Merced Systems, NICE, VPI, Verint Systems, and Verint’s Witness Actionable Solutions (formerly Witness Systems, which was acquired by Verint in February 2007). achieving ROI in less than six months. By setting and understanding objectives, companies can put in the necessary legwork upfront to identify the most relevant KPIs to drive center and corporate initiatives. “The goal of performance management should be sitting down with the team leaders and saying, ‘What are the handful of things you use to manage, and let’s make sure you get the right data, that it’s in the right format, and you get it every day so you can be effective,’” Lauther says. “It’s going to create a true sense in the organization of how valuable the contact center is.” Mark Selcow, president of Merced Systems, puts it this way: “There are metrics that are really top of mind for people and the benefit of performance management is that you actually move the needle on those measures.” But determining what new metrics should be used may require managers to re-evaluate the value of existing metrics that have been hammered in the psyche as cornerstones of contact center success. The metrics that are important will vary GETTING A READ CCPM gives contact center managers visibility into actual performance and delivers data that can be used to spur performance. Irish telecom provider eircom is a prime example of a company reaping the benefits of a CCPM deployment. The company uses CCPM functionality from NICE’s Performix, making it possible to align employee targets with company objectives, and provide employees with daily online performance results. In addition, team leaders in eircom’s telesales and service center can now spend more time coaching rather than handling administrative tasks. The results are hard to ignore: 7 percent upsurge in revenue, 10 percent jump in productivity, 9 percent decrease in operating costs, 10 percent reduction in staff costs, 9 percent increase in contact center call quality— all of which contributed to eircom SOURCE: BRIDGE STRATEGY GROUP LLC, 2007 At its core, contact center performance management is about raising customer satisfaction and service levels while at the same time reducing costs. 26 CUSTOMER RELATIONSHIP MANAGEMENT | NOVEMBER 2007 www.destinationCRM.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - November 2007

CRM - November 2007 Contents Front Office Reality Check Customer Centricity Have You Caught It? The Mother of Enterprise Information Market Focus: Technology: The Simple Truth about Complex Manufacturing Q&A: Gianforte Talks CRM Required Reading Predicting Profitability Checking the Pulse of the Contact Center Cast a Narrow Net Modern Times, Modern Methods Primos Hunting Calls Snares Efficiency Nailing It Down Moving in on Mortgage Delinquencies RDS Delivery Delivers on Service Secret of My Success Re:Tooling The Tipping Point Pint of View

CRM - November 2007

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