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THE INTERNET ECONOMY has changed the face of marketing by phone, but it's not a simple question of high-tech vs. low-tech. How, then, can you choose an agency that's right for your company?
Wanda Sitzer, co-founder and executive vice president of Initiatives Three in Portland, ME, moved into the interaction center consultancy space when she realized the customer contact world was changing and that few call centers were ready for it. Sitzer, whose company finds call centers to become the voice of its clients' corporate brands, breaks down the selection process into four categories: call center culture, people, process and systems.
1. Culture. If she had to choose the most crucial factor in determining what type of customer contact is right for you, Sitzer would go with company cul ture, or "essence."
"We believe it's more than just how an outsource provider handles a call. You should find a company whose essence is in line with yours, both from a project set-up standpoint and in an ongoing manner," she says.
This is especially true if you're looking for a center to handle overflow calls; finding a vendor with the same brand essence ensures a seamless transition, Sitter says.
2. People. When finding a vendor that services several different direct marketers, how can you be sure that your individual needs are met? This has more to do with an overall synergy than straight technology issuesthe way a call center encourages its reps to "embody your company's culture" is crucial, says Sitter.
How can you ferret out this somewhat vague concept? For starters, look at the center's staffing profile, suggests Sitter. Learn how reps are chosen, and then how they are kept up to speed. Become an active...