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Get your contact centre to be an integrated part of your digital transformation - Hong Kong Call Centre Association - Blog

Get your contact centre to be an integrated part of your digital transformation

Sidney Yuen - An expert in the field of contact centre industry. He has a singular focus to help organizations transform
Being in the contact centre industry for over a decade, I have witnessed several changes in technologies, demographic shift and corporate crisis. Yet our contact centre’s processes remain pretty much the same, and C level executives have left us alone, simply because the contact centres make little impact on corporate strategies, partly due to the fault of the contact centre managers’ incompetence in executing changes and managing processes. a contact center exists to cut waste, delights customers and generates revenue. Managing these processes with measurable results will be the key to the success of any organization.
My conversations with CEOs have convinced me that most of them don’t really care about their contact centres as they see their centre is merely managing tasks and not processes. All these can be something in the past, given that the corporates are going through transformation enabled by a new business model and digital strategy
Strategy, process, structure
Everything starts with a clear strategy articulation from the top. A well-articulated strategy spells out how we achieve our vision and, it gives clarity on who we serve, how we serve and what type of resources required. We then change our processes enabled by digital means. One insurance company integrates its front and back ends by automating their claim process. They drastically reduced manual tasks through automation and machine learning. They promote self service via portal/mobile application. These actions result fraud ratio reduction and timeliness and accuracy of claims. They also turned its contact centre as a revenue generator by uptraining their contact centre professionals.
New Key Performance Indicators (KPIs), New behaviors
We all remember the classical KPIs of a typical contact centre. Most of them were set by technology vendors. Thus, most of them are operational in nature and after all these years, most of them are so updated that by deploying them it would not just be a waste of time and effort but also it is detrimental to growth. Only a handful of the best practice contact centres are using new KPIs such as revenue per CCP (contact Centre Professional), NPS (Net Promotor Score), CPC (cost per call), PAI (percentage of avoidable input), Customer retention Ratio (CRR), Customer Acquisition Ration (CAR)…  All these measures will only be trackable if you have mapped out new processes. As Process maps enable you to peel away the complexity of your contact centre structure and internal politics and focus on the processes that form the heart of your business.
What’s Next?
I believe that that Digital journey is critical to the survival of any company, big or small.  Contact Centre Heads must get themselves become part of this effort and offer their contributions. Since they can represent the voice of the customers. They have the creditability and knowledge of how their customers feel about their services/products.
In summary, below is a must do list. Once you’ve embarked on these actions, you can expect a strategically important unit and a key member of the senior management team.
1.    Get yourself up to speed of your company’s digital transformation strategy, integrate some digital marketing KPIs to your centre. E.g. mobile traffic, engagement on website, Number of new leads etc.…
2.    Learn about E Commerce, Social media, Cloud platform, Self-service model, cyber security, Artificial Intelligence, and data analytics
3.    Enhance the quality of the voice of customer through any of the above tools
4.    Revamp your Contact Centre processes with new measures that align to your digital strategy
5.    Set bold and “unreasonable” goals like 100% customer satisfaction or 100% improvement on Net Promotor Score or 50% of avoidable input
6.    Uptrain your team with a change of mindset and new skillset
7.    Visit other centres and learn best practices through benchmarking of other industries
It is not going to be easy, Yet, by going through this path with your digital team, it will greatly enhance your ability to deliver excellent customer experience.  


Publish Date: March 14, 2017 5:00 AM

2021 Buyers Guide Customer Relationship Management

Alliance Infotech Pvt Ltd

alliance Infotech (P) Ltd. is an ISO 9001:2008 certified company and OEM having more than a decade of experience in CRM and Computer Telephony (CT) software solutions. Our CT products are sold in Telecom, Police, Media, Bank, Corporate, Defense and Contact-Centers. We have established technical relationship with leading component providers as a Digium Select partner, Sangoma, Microsoft Certified Partner and Dialogic amongst others.

Alycom Business Solutions

CRM Solutions, Digital Marketing, Business Management Consultancy, HubSpot CRM, SugarCRM, Goldmine CRM
Since 2000, we help businesses to grow and increase revenues. We are a certified CRM solutions provider and digital marketing agency that align and automate your marketing and sales efforts to connect with ideal customers and make customers for life.

We strive every day to learn, improve, and grow in our ability to bring practical, efficient, state of the art, and affordable solutions for our customers. We use latest technologies to improve your business's marketing, sales, and customer relationship management.

We are looking forward to serving you with our knowledge, expertise, and experience, so you and your team may benefit by closing more sales, providing exceptional service to and retaining customers for life.


Zoho CRM Suite
Zoho CRM is a world leading cloud based customer relationship management suite covering all CRM functionalities a modern company needs :
- Multi Channel Lead Management
- Sales Force Automation
- Quotation & Order Management
- Full 'Lead to Order' process
- After Sales Services
- Social Media Management
- Mass E-mailing & Marketing Automation

& several other capabilities

Commence Corporation

Commence CRM
Comprehensive solution for automating sales, marketing, customer service ticketing and project management.

eGain Corporation

eGain Solve™
eGain Solve™ is the industry’s leading cloud solution for omnichannel customer service and engagement. As the industry’s only unified customer engagement and knowledge management software suite, eGain Solve helps businesses design and deliver smart, connected customer journeys across social, mobile, web, and contact centers. The suite consists of modular, best-of-breed applications built on a unique customer engagement hub platform, eGain CEH™ Platform, that combines 360-degree customer context, intelligent process guidance, and actionable knowledge to enhance every customer interaction. The web-services-based architecture of the platform enables rapid innovation and extension of customer engagement capabilities.


FinCRM - CRM Software
FinCRM holds expertise in providing Customer Relationship Management (CRM) software and Full Stack Office Management solutions. The company possesses prowess in developing tailored CRM software solutions with integration of advanced features to empower your workforce and lead to the pathway of lucrative business opportunities. It also offers CRM integrated Office Management Software to streamline your internal operations, improve marketing proficiency, and upsurge productivity.

FinCRM is developed to serve several industries, including insurance, bank, NBFC, education, e-commerce, auto dealership, and more. The software is developed in such a way that any industry player can customize it...
(read more)

MFE International

Creatio(formerly bpm'online) Process-driven unified CRM
Unified Marketing, Sales, Service CRM built on a business process management (BPM) platform. Award winning CRM .Recognised by Gartner, Forrester, OVUM, Nucleus research as leading marketing automation, sales automation, customer engagement, business process automation and dynamic case management software.
A new process-driven CRM and not the traditional CRM type.

NetHunt CRM

NetHunt CRM
NetHunt CRM blends entirely with Gmail, placing the full-featured CRM right next to your emails. Everything you need is now available in Gmail inbox: customer profiles, deals and opportunities, data filters and views, team collaboration, email tracking, bulk email campaigns, and much more! Simple setup process, intuitive UI, and personal guidance of customer success allow quick integration.

Core Functionality:
- one-click lead capturing;
- pipeline and deals stage management;
- unmatched integration with G Suite apps;
- integration with Linkedin and other apps via Zapier;
- automated contact sync;
- bulk email campaigns, open and clicks tracking;
- dashboard, performance reporting, and tasks;
- full customisation.


A complete contact centre technology offering including a flexible and highly configurable CRM solution which can be multi-tenanted, relational and visually configured. CRM entities are fully embedded in a sophisticated dynamic call scripting drag & drop solution which allows for complex process flows and integration to external systems for the delivery of an integrated intelligent agent desktop solution. The solution can be integrated to telephony for both inbound and outbound using the Noetica Voice Platform which is a fully featured contact centre telephony platform.

Notoriety Group

Customer Relationship Management
We Offer a great service level to outsourcers, our teams are focus to provide an added value to end clients and our partners.
we provide services with excellence. Our customer centricity is our secret to always deliver a great customer experience.
NOTORIETY is your power to grow and thrive


Customer Relationship Management enables you to focus on your organization’s relationships with individual people – whether those are customers, service users, colleagues, or suppliers.

CRM is a hybrid business solution that can increase sales and marketing efficiency many other key customer relationship matters. CRM platform enables you to focus on your organization’s relationships with individual people – whether those are customers, service users, colleagues, or suppliers.

Benefits :
- Help to see 360 degrees of customer view perspective
- Analysis to measure performance and gain new target and business insight
- Tracking and scheduling are centralized in one database
- Help to stay abreast and stay close each other, increase productivity.


Trendzact CRM
Trendzact’s CRM case management platform specializes in contact engagement centers with complex workflows or integrations. Our features, full customization, scalability, native on-demand AI and flat-fee pricing sets us apart from the competition.

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