Canadian film legend and burgeoning wine mogul Dan Aykroyd said it best when addressing the demands of private sector executives – they expect results. While this can be applied in equal measure to government organizations, the reality for today’s outsourcing players is that the ability to satisfy the needs of clients across verticals is only going to get harder.
Today, decision-makers responsible for customer experience face intense scrutiny from their own management boards, both in terms of winning new customers and cementing the loyalty of existing ones. BPO providers have only one option if they are to remain viable—up their game. In face of intense levels of competition in a consolidating market, the only way to achieve success with increasingly demanding clients is by going above and beyond what this group expects.
Consider how much the outsourcing game has changed in the domain of customer experience management. Two decades ago, the slogan ‘your mess for less’ was pervasive in pitches for new contact center delivery contracts. It has only been in the past several years that BPO providers have begun to differentiate themselves on the basis of quality and added value. Thank goodness for that!
The fact is, enterprise contact center decision-makers have been looking for a way to drive better interactions with their consumers. In 2020, they are more willing to work with credible third parties than ever before. That said, with this rise in willingness to engage with outsourcing partners also comes heightened expectations. Providers need to be acutely aware of this. Managing the requirements of demanding clients is never easy, even at the best of times, and in the current state of play it has the potential to get even more complex.
Given the extent to which outsourcers provide clients with more channels, complex technology solutions, advanced consumer intelligence and human talent on the front lines, each of these platforms offers the opportunity to profit. But the chance to fall down if the outsourcer’s solution is not watertight should not be underestimated. This is why BPOs have to be more transparent than ever with their enterprise partners about the capabilities that they bring to the customer experience table, ensuring that performance targets are both achievable and reviewed regularly so as to plug holes that may appear over the course of a campaign. Effectively this means that all sides of the relationship are on the same page. Not doing so leaves the third-party player significantly exposed with their clients, a grave error in the current marketplace.
Competition among the front-office outsourcing community is intense. With smaller, more agile providers finding their respective niches in customer experience management, the pressure is on for larger players to achieve the same levels of results. Consolidation within front office BPO is also a factor, with outsourcers that are doing the buying taking advantage of new subject-matter expertise as a means of winning clients from players that may not be making the grade. This is not to say that the answer to satisfying more demanding enterprise contact center executives is to simply buy a competitor. But wary outsourcers must recognize that if they are to remain relevant in the current dynamic market, they need to better anticipate their clients’ needs than ever before. This requires having the right strategy in place to execute flawlessly over the course of a campaign. With more options to choose from across the customer experience service ecosystem, exceeding beyond the expectations of demanding clients is the key to success for outsourcers.