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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.

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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Published: Wednesday, April 19, 2017

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2021 Buyers Guide Dialer Solutions

Acqueon Technologies Inc.

Acqueon's AI-driven conversational engagement software enables sales, marketing and service organizations to engage in emotionally connected dialogs with customers via their channel of choice for significantly improved results. The Acqueon suite adds multichannel campaign management, contact center analytics, desktop, and CRM connectors for your contact center software of choice, including Amazon Connect, Cisco, Nice inContact, and Twilio. Acqueon conversational engagement software leverages the Acqueon IQ platform to aggregate data from the various applications, assemble rich customer contexts, and drive next-best-action using powerful statistical and predictive models.
PH: +1 888-946-6878

Avyukta Intellicall Consulting Pvt. Ltd.

Dialer CRM VoIP CTI Cloud Solutions
We are a single roofed solution for Dialer / Hosted Dialer / VoIP / CRM and CTI Solutions . With 300+ call center clients in above 9 countries and recent features such as :

Dynamic custom agent crm popup

avatar module

10+ Custom Reports

Cloud Telephony with/out "Host your Trunks" option

and End to End CRM on the cards we are supposed to grow exponentially within the next 6 Months
PH: +91-9549999916

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.
PH: +1 512-872-7565

Cloud IT Services GmbH

Dialfire offers you a complete call center solution that is simple and intuitive to use and adapts to your needs. It's completely cloud-based, saving you the hassle of setting up a phone system and installing software. In addition to predictive dialing and call blending of inbound calls, you can create personalized campaigns through an intuitive and easy-to-use interface. Features include automated workflows and full control over the agent screen.

You can see the full list of features here:

ComSys S.A.

CList for Outbound Campaigns Management
CList by Comsys is an application that helps contact centers enhance the performance of their outbound campaigns. It accomplishes that by enabling the planning and execution of sophisticated communication strategies. Additionally, the AI-powered module of CList extends the possibilities of outbound campaigns delivering unprecedented results.
Comsys is a provider of οmnichannel customer engagement solutions that assist companies around the world in delivering unique customer experiences. For the last 15 years, Comsys designs and implements complex projects for clients from the outsourcing, financial services, telecommunications, and retail sectors. Comsys enjoys strategic partnerships with t...
(read more)
PH: +302109241486

Consilium Software

Consilium UniCampaign™
Reaching the right person with the right information on the right channel at the right time is a tall order. That’s the power the new Consilium UniCampaign™ has been adding to Cisco outbound contact centers, easily tripling or quadrupling results, from improving digital customer acquisition to managing post-sale customer relationship. Delivering proactive outbound engagement in a game-changer product, Consilium UniCampaign™ is an omnichannel List and Campaign Management (LCM) solution which complements the strength and robustness of Cisco's Outbound Dialer with the implementation of multichannel (voice, email, and SMS) outbound contact strategies. The new 7th release of UniCampaign™ is des...
(read more)
PH: (+61) 406 501 368


Dialer software that makes customer contact pain free, so your team aren’t worried about complex technology and can focus on what they do best. Dramatically increase agent productivity using a variety of dialers, combined with AI, leveraging data-driven contact strategies to ensure the right agent is contacting your customers at the right time.

Take control, and ensure your team are on-message by designing the perfect agent interface with a drag-n-drop visual WYSWYG editor.

Rotate CLIDs, and auto-wrap certain calls to ensure maximum agent productivity and performance.
PH: +6188803111


Genesys PureConnect
Genesys PureEngage

Cloud IT Services GmbH

Companies of all sizes rely on the cloud-based call center platform Dialfire and its powerful predictive dialer. Dialfire is ready to use within minutes and easily personalizable. From small ad-hoc to large multi-step campaigns, Dialfire offers high scalability. Adapt customer masks and automate workflows per mouse click. Integrated scripting and APIs ensure a smooth connection with external systems.
PH: +49 351 44529800


With Megadialer you will get a customized call center software. With the creation of personalized questions, surveys and sales script you will have the information you need from your customers quickly and efficiently. Improve the performance of your agents with a 100% online contact center, real-time analytics and predictive dialer to optimize the time between one call and another.

All rates include:
Instant Call Reports
On-Demand Recording
Call Supervisor
Call Layout after Completion
Your Own Caller ID
Call Monitor
Automatic Re-Calls
Automatic sending of Mails
Incoming Call Management
Real-time Activity Panels
Call Lists for Agents
Different Levels of Administration
PH: +34 952 667 511


Advanced outbound solution including predictive dialing, featuring patented technologies such as Live Person Detection (LPD™) and SNoDrop™ using Artificial Intelligence to deliver compliant & effective predictive dialing with 0% abandoned call rates. The solution includes its own CRM system as well as visual campaign creation and management as well as automated data import and export capabilities. The package comes with highly visual and open call scripting technology and an SDK (Software Development Kit) is also available for embedding the dialer into your own user front end.
PH: +44 345 0181 070

Nuxiba Technologies

Discover Nuxiba's all-in-one dialer solutions. Either predictive or automatic, our software adapts to your business needs with a powerful and easy-to-use system. We offer TCPA compliance options, so you never have to worry about issues with the law and PCI Data Security so you can protect your cardholder's data information during every call.

Stop worrying about technicalities and focus on the most valuable aspect: giving the best service and customer experience with our intuitive features. All of our features and modules are fully adaptable to any business needs.

Obtain the benefits of using software fully tailored to your business, start saving money, and boosting your productivity.


Reach more contacts, in less time with PhoneBurner. Powering thousands of client and millions of calls, our cloud-based software eliminate repetitive tasks so agents have up to 4x more live conversations. Unlike other dialers, PhoneBurner delivers 100% delay-free connections with no awkward pause. Conversations start off with promise, not hangups.

- Call 60-80 contacts per hour, per agent
- Instantly leave voicemails
- Send 1-touch emails
- Automate workflows and call logging
- Record and transfer calls
- Access reporting and analytics
- Intelligently distribute leads
- Dial from local Caller IDs
- Get free white-glove onboarding

Scales to any size team with no contracts, no setup fees, and no per minute charges. Start a free trial without a credit card.
PH: 877-588-2292


Predictive Dialler
A predictive dialler is an outbound call system that automatically dials from a list of telephone numbers. Also known as Power or Auto dialers it will automatically help agents make more calls, generate higher rates of connections, increase conversions, manage voicemail, no-answers and disconnected numbers.

We’ve made it easy to get started, we offer packages to best suit your needs and don't tie you into long term contracts. Don't take our word for it take out a no-commitment free trial!
PH: +441617102740

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
The InterDialog Dialer is an independent & intelligent auto dialer software that controls the outbound calls using various algorithms. This call center dialer works as Predictive Dialer Software, Progressive Dialer Software, Preview Dialer Software or Power Dialer Software based on the requirement of the process. It allows the system to create groups/caller lists and then dials out to multiple calling groups/lists at the same time, thus helping target a wider market segment in a shorter period of time.

The predictive dialer software and automatic dialer algorithms used by the InterDialog Dialer are designed to improve efficiency by lowering the wait time, the number of dropped calls and t...
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Tru29 Outsource Solutions Inc.

Custom Outsourced Solutions
Tru29 Solutions tailor fits a dialer solution that will truly suit your needs.

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