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Article : Contact Center as a Strategic Asset

#contactcenterworld, @taylor_reach

There is more to contact center processes than you think. This article by Turaj Seyrafiaan, Senior Consultant with The Taylor Reach Group, Inc. addresses how to achieve operational excellence in your call center. Achieve customer loyalty, learning & professional partnership in your contact center.

Contact centers have been in operations for many years. One of the key aspects (pillars) of contact center operation is ‘Process’. Processes are the backbone of any contact center – every contact center has them. Some of these are directly related to how we handle customer contacts. Some are focused on back-office operations. We call these ‘Core’ processes. The better, more streamlined these Core processes are, the more efficient the contact center operates. Let’s call it ‘Operational Excellence’.

There is no question that the efficient operation of the center is a key to the survival of the center. For many contact centers, obtaining the required funds is an annual adventure. Budgets keep shrinking while the expectation grows. They tell us we need to be more efficient at what we do – ‘do more with less’ or ‘magic with nothing’. At the end of the day however, no matter how efficient the contact center operates, most executives do not see their contact center as a strategic asset for the organization. Yes, they say it is a very important part of the organization but rarely do we see any significant investment in the contact center. What we have seen – heavy reliance on (and investing in) technology, in order to achieve efficiency and improve those Core processes.

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BUT, there is more to contact center processes!

Traditionally, contact centers are seen and operated as cost centers, hence the focus on operational efficiency and efficiency metrics such as AHT or Occupancy Rates. Even if the center provides revenue, it may still not be considered a strategic asset for the organization! If the center is not viewed as a strategic asset, why would organization want to invest in it?

Well let’s look at this problem from a different angle. What if we could bring added value (outside of increased revenue or reduced costs) to our organization? What is it that a contact center can contribute to the organization that would be considered ‘Value-Add’? In general, companies value contributions to:

  • Customer loyalty that drives profitability

  • Company learning that leads to innovation and growth

  • Professional partnerships that build strong relationships/understanding within the company

In order to deliver these, contact centers need to focus not only on the Operational Excellence (Core processes) but also on ‘Value-Add’ processes. These are the processes that leverage the unique position of a contact center so that it becomes a strategic asset for the organization. The goal of each process is to contribute in ways that add value to the organization. There are many processes in this category, some familiar to most and some, perhaps, less known. Let’s take a deeper look at Value-Add processes under three banners: ‘Customer Loyalty’, ‘Learning’ and ‘Professional Partnership’.

Customer Loyalty – deals with the related drivers of customer and employee satisfaction which in turn impacts customer loyalty and retention:

  • Customer Satisfaction System – Measuring and acting on customer key satisfiers

  • Recovery – Retaining goodwill of a customer following a complaint

  • Customer Focused Culture – Guiding principles regarding desired customer experience

  • Empowerment – Increasing agent capabilities to deliver desired customer experience

  • Reward & Recognition – Programs that acknowledge agents for customer satisfaction

  • Employee Satisfaction System – Measuring and acting on employee key satisfiers

– deals with leveraging information from the contact center’s unique perspective as a middleman between the customer and the company.

  • Customer Complaint System – Obtaining additional value from customer complaints

  • Employee Feedback System – Obtaining additional value from customer contacts as well as employee complaints

  • Process Management Teams – Monitoring end to end key business processes

  • Change Initiation – Replacing annual planning for call center initiatives

  • Reporting/Sharing – Data regarding customers, processes and transaction costs

Professional Partnership
– deals with the call center’s relationships with the rest of the company.

  • Operational (Strategic) Assessments – Building professionalism via continuous improvement

  • Call Center Strategy – Aligning to the corporate mission, vision and strategy

  • Service Bureau Model – Acting like an outsourcer

  • Service Level Agreements – Contracts with internal clients

  • Client Services – Serving internal clients

  • Emerging – Keeping up with the latest and greatest in technology

Go ahead and take a look at your own contact center. How many of these processes do you have in your center and to your knowledge, are they operating at best-in-class levels? Can you see the potential for added value? Fortunately, today we can develop models that can tell us the value of each of these processes to the organization – differing from one organization to another. Recently working with an organization who analyzed the effect of customer satisfaction, the value in dollars was calculated of each percentage in customer satisfaction.

Value-Add processes give contact centers more tools to showcase their center while helping their organization beyond their traditional role of customer relationship. Can you imagine being able to help your organization – replacing data gathered through traditional (and costlier) methods with data collected through various ‘Learning’ processes at a fraction of cost? In one retail organization, we noticed that Marketing department was more than willing to supplement the contact center budget from their own budget in order to facilitate data gathering by the center!

So, where do you go from here? Well, start by assessing your contact center to see where you are. How well you are doing in each of these processes and how does your contact center fit within the strategic direction of the organization? Next, look for the gaps. What processes can be improved or added and what are the potential benefits? After ‘gap analysis’, you can start building your roadmap and business case. Perhaps start with some of the more common, existing processes to improve. This will create ease in showing the benefits to your organization).

A very good example – ‘Complaint Management’. Majority of organizations do not have a proper process and as a result do not gain the potential benefits. Where do they come from and how are complaints captured, recorded and tracked? What happens to each complaint and how are they resolved? What about those that can’t or haven’t been resolved? Is there any person, position or function whose responsibility it is to take a broader view of complaints, with a view to reducing the volume and frequency? How thorough and complete is the reporting by type, period, trend etc.? Who benefits from knowing about the complaints? And finally who is the process owner? Many of these questions can and should be asked as the ‘Complaint Management’ process is mapped.

As the contact center industry continues to mature, it becomes more and more important to invest in and continue to improve these Value-Add processes. Focussing solely on Core processes (Operational Excellence) is a one-way street that reduces the value of the contact center (real and/or perceived) in the eye of the executives, while Value-Add processes can turn the contact center into a true strategic asset.

#contactcenterworld, @taylor_reach

About Turaj Seyrafiaan:
Turaj began his career with Bell Canada in 1989, progressing through a number of project management, benchmarking and consulting roles. Before joining TRG Turaj operated a sucessfull consulting practice, The Pearl Advisory Group where he provided call center consulting services to organizations across Canada. Examples of his work include benchmarking studies (call centres, sales force, and maintenance), process optimization, developing business models and business analysis. He has also designed and facilitated numerous workshops on customer care related issues. Turaj’s facilitation skills and

About The Taylor Reach Group:
Company LogoThe Taylor Reach Group is a call center and contact center consultants specializing in customer experience consulting and call and contact center consulting, management, performance, technologies, site selection, tools and assessments. All we do is customer experience and contact center consulting: strategic and tactical. Our contact center and customer experience consultants have helped management in hundreds of contact centers and organizations achieve – and exceed – their business goals.
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Today's Tip of the Day - Think About Demotivating Your Staff

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

Published: Wednesday, April 19, 2017

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2022 Buyers Guide Outsourced Contact Center Services

Page: 1234
Premium Listing

Retention Outsource Services
Ec3 is an recognized boutique outsourcer based in Durban, South Africa. Focusing on client retentions, reactivations and cross-sales Ec3 has set the standard in outsourcingwith emphasis on guarding client data through rigorous systems and checks and balances.
Neutral English accents and only GMT+2 time zone means campaigns can be easily implemented worldwide. For quality standards, highest conversions and data integrity Ec3 has become the de facto standard for customer retentions through outbound voice, AVM and webchat.

Premium Listing
Omnie Integrated Services

Omnie is driven by a mission to make premier customer service and leading technologies available to organizations of all sizes. Omnie’s North American-based brand ambassadors support voice, SMS, email, contact form, live chat and social media. For digital communications, Omnie offers both live chat and automated customer support, 24 hours/day. With clients in the United States, Canada, and Europe, Omnie provides customer service to brands all verticals including eCommerce, health & wellness and hospitality, tech, and travel.

2P Perfect Presentation

Customer Experience Services
Outsourced contact center services It is one of the most important service that provided by "2P" and specialize to provide services for the establishment and operation of contact centers, customer service and Customer Experience, the most important services provided by this unit are:

• Establish, manage and operate call centers and supply the required systems and applications.
• Customer Feedback Technology
• Social Account Management System (customer interaction, reports, marketing and e-publishing services)
• Customer Relationship Management System (CRM)
• Artificial Intelligence Systems and Automation Services (AI & Automation)
• Business Intelligence Technologies and Performance...
(read more)

31 West Global Services

We offer after-hours, business hours & 24/7 customer support & help desk services. Over the last 17 years, we have helped 130+ small & mid-sized business companies across US & Europe.

AB Call Center

Single window of services
Single UI for all of your resources.

Abacus Cambridge Partners

Combining unmatched experience and specialised skills across more than 40 industries and business functions, Abacus works at the intersection of business and technology to help organisations meet their key priorities and create sustainable value for their stakeholders. Headquartered in the United Kingdom and offices in the United Arab Emirates, the Kingdom of Saudi Arabia, Pakistan and Egypt, Abacus has more than 800 global customers and over 2800 customer-focused employees working in 30+ countries.

We offer the following services:

Business Process Outsourcing
Customer Experience and Customer Relationship Management
Enterprise Resource Planning
AI & Robotic Process Automation
(read more)

Abante BPO

We are Abante BPO Contact Center services company with more than 16 years of experience in the sector. We specialize in customer service through specialized technology, and with a multilingual team. Our different operating centers offer high availability and unlimited performance, adapting the specific needs of our clients, and always operating under the highest quality specifications.

Advantage Communications

Our industry is changing fast, consumers want the best service and a seamless contact center customer experience. In response, we've re-invented our contact centers with next-generation technologies and new, improvements to customer service.

Conversational AI. IVR. 100% Natural Language. Operational Intelligence. Social Media Customer Support Services. ChatBots - all supported by our skilled contact center agents to make the customer experience better.

We're now ready to PowerUp your contact center customer service to new levels of excellence with our winning combination of people, passion, and technology.
Are You Ready?

American Help Desk

Help Desk Services
24/7/365, 100% US-based help desk, with phone, chat, sms and email capabilities as well as ticket and alert management/remediation services.

Fusion BPO Services

Inbound customer service and sales support
With 25+ years of experience and stability, Ameridial offers clients an unparalleled record of providing reliable, cost-effective inbound and outbound live-voice solutions. We also offer click-to-call services, live chat, social media monitoring and IVR. Ameridial is headquartered in Canton, Ohio with nine call center locations in Ohio, Maine, and North Carolina. Specialists in: Healthcare, Communications, Direct Response TV and Radio, Non-profit. Results-based pricing.


Contact Center Services
End to end Contact Center Services provided in Turkey, including call center infrastructure and experience solutions.

Ballena Media

Business Process Outsourcing
Ballena Media provides near-shore Business Process Outsourcing for Contact Center services to companies seeking to improve quality and efficiency while saving 30% to 40 % for similar services in the U.S. The company’s value proposition is based on its long term relationship with clients showing it can meet or exceed any metrics performed whether in-house or outsourced.
-Contact Center Services
-Customer Service Support
-Sales Support
-Web Data Collection
-Telephone Data Collection
-Data Services
-Infrastructure Design
-Workforce Support
-And More
24/7 coverage, always finding the best solution for your business

Bgcomm Contact Solutions

Our Professional Services cuts across multiple verticals and horizontals. Our services cater to both the Private and Public sectors, providing the technology and resources in the transformation and improvements of our clients’ people, processes, and profits.

Boomerang Marketing SA

BPO, Financial and Customer Services
Boomerang SA provides BPO, Financial and Customer Services. We are an Outbound Contact Centre with a proficiency of selling Short and Long Term Insurance products, as well as cross-selling Value Added Products. We provide Inbound Customer Services to the International Market. We service both B2B and B2C sectors, ranging from but not limited to Lead Generation, Appointment Setting, and a full sales spectrum.


CallForce Outsourcing Specialists
Delivering innovative,customised contact centre solutions from South Africa to the global market

CallNovo Contact Center

Multilingual Customer Service
Inbound and outbound customer service/after sales support is the two general types of call center services offered globally by Callnovo. Inbound services are performed by reps who field calls from customers. Outbound reps make calls to customers to follow up on or inquire about account issues.

Regardless if you are looking for a telephone, email, live chat or email customer service/after sales support, Callnovo outsourcing call center team is right here to help. With more than 10 years’ experience, Callnovo one-stop multi-language customer service/after sales support call center team takes care of clients’ every single detailed customer service/after sales support need. We are happy to pr...
(read more)

CGI Group

Managed Technical Service Desk & Contact Center service
CGI Canadian Technical Service Desk is a large, well-established, service supporting more than 100 clients and employing over 550 employees. It is underpinned by a mature ITIL aligned Service Management framework, with processes dynamically adapted for multi-sourced delivery environments, and aligned with the ISO/IEC20000 Standard.
CGI has a strong customer-centric, Omni Channel, ITIL-aligned Technical Service Desk that offers blended human and machine delivery. We provide end-to-end scalable services that in turn promote a positive end-user experience.

The primary objective of our Service Desk is to provide consistent, best-in-class support by efficiently diagnosing, troubleshooting and...
(read more)


CGS is a global provider of business applications, enterprise learning, and outsourcing services that support clients’ most fundamental business activities.

With optimized call center resources to serve global clients, CGS offers a unique hybrid approach through automation and live agents in its contact centers located in North America, South America, Europe, Asia and the Middle East. Its AI-enriched chatbot and RPA technologies complement the customer support services provided by thousands of multilingual call center agents. CGS supports many of the world's industry-leading global brands from retail, hospitality, healthcare, technology, and telecom. The company's innovative, scalable and...
(read more)

CLCA Call Direct

Virtual Assistant Services
Ensuring you have an efficient back office team is vital to running a reliable and cost-effective business. Our virtual PA services allow you to have either a live call answering solution that will transfer a call or take messages in absences or a non-voiced option for back-end operations meaning your business is always available to customers.

Your dedicated virtual PA will be matched to your business and your requirements and will answer any calls or emails with your company name and a tailored script that you will approve before our team take live calls.

This means that non-essential business or personal tasks are taking off your plate which can only benefit your essential business p...
(read more)


Conectys delivers a wide range of contact center services and call center outsourcing solutions. We service clients in over 35 languages from our locations in Romania, Belgium, Philippines, United States, Poland, Turkey, Portugal, and Taiwan as well as through a robust Work from Home team.

We speak English, German, French, Spanish, Italian, Dutch, Portuguese, Polish, Czech, Romanian, Hungarian, Bulgarian, Russian, Greek, Turkish, Arabic, Swedish, Norwegian, Finnish, Danish, Mandarin Chinese, Japanese and more – all for seamless communication across cultures.
Page: 1234

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