Lesson 1, Topic 1
In Progress

1.2 Organisational aims and objectives of a Contact Centre and BPO

ryanrori June 11, 2020

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Organisational aims are where the business wants to go in the future, its goals. It is a statement of purpose, e.g. we want to grow the business into South Africa.

Business objectives are the stated, measurable targets of how to achieve business aims. For instance, we want to achieve sales of R10 million in local markets in 2013. Objectives give the business a clearly defined target. Plans can then be made to achieve these targets. This can motivate the employees. It also enables the business to measure the progress towards to its stated aims.

Today’s contact centres, in addition to meeting all of their own departmental goals, should be prepared to assist marketing and sales organisations in retaining customers and increasing revenue.

The typical objectives for contact centres are listed in below. The first four should take precedence over all others, as they are essential for the survival of the enterprise; the other six goals, however, are also important.

  • Improving productivity and reducing operating expenses
  • Retaining customers
  • Generating incremental revenue
  • Providing an outstanding customer experience
  • Increasing use of self-service systems
  • Reducing agent attrition
  • Identifying reasons customers call or email
  • Migrating to virtual environments
  • Improving the perception of the contact centre
  • Preventing outsourcing for the wrong reasons

Typical objectives of Business Process Outsourcing include:

  • Process improvement and efficiency – faster turnaround and greater productivity
  • Cost savings
  • Reduced head count
  • Improved quality – less errors/rework
  • Building or strengthening presence in a new market
  •  Increased focus on core competencies – e.g. developing new products or services
  • Building business value and strategic differentiation

All of the above add up to help companies achieve increased competitiveness through BPO.

Implications for self, customer and employer

Forward-looking global companies are using BPO as a business strategy to effectively meet critical business challenges. Outsourcing can help organisations concentrate more on their core business functions and they can save on time, effort, manpower and infrastructure.