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Strategy

Strategy

Strategy is foundational to operational excellence.

Strategy provides the blueprint for call center planning and decision-making enabling organizations to translate strategic objectives into operational realities. Defining the customer experience strategy by customer segment drives the call center’s channel and delivery strategies and enables process and technology innovation.

Our experience within this sector:

Customer Experience Strategy

Segmentation Strategy

Channel Strategy

Delivery/Operational Strategy

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Customer Experience Strategy

Is dependent upon customer analytics.

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Channel Strategy

Optimizing the multi-channel customer experience.

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Delivery Strategy

Execution enables differentiated service and competitive advantage

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Strategy Experience:

  • A global hotel chain asked McIntosh to assess the value of consolidating its reservations call center and loyalty program support center. Three prior efforts to consolidate these legally and operationally discret business units had failed, and as a result, the two organizations had continued to evolve deploying divergent customer experience and operating strategies. McIntosh worked with leadership in both subsidiaries, to identify consolidation barriers, operational and integration challenges, financial benefits, and the customer experience cases to support a consolidated operating model. Senior leadership and business unit leaders approved the proposed plan and realized the benefits of the consolidation strategy.
  • For a major ISP, McIntosh defined the operational strategy including consolidation of existing sites and implementation of off-shore, outsourced operations to ensure a competitive cost structure and positive customer experience. Annual savings post-implementation resulted in over $120 million while dramatically improving the customer experience. Within months of implementation, the client won both the dial-up and broadband JD Powers awards for service; the strategy delivered higher quality at a lower cost.
  • For a major electronic retailer, McIntosh developed a three-year customer experience strategy encompassing customer segmentation and channel strategies. Enabling technologies and processes were defined and a roadmap created for implementation.
  • For a major transportation firm, McIntosh defined the five year staffing strategies supporting increased outsourcing, a reduction in the brick and mortar footprint, and an increase in the use of geographically distributed home/remote agents. Captive as well as outsourced near-shore operations were included in the strategy assessment and design.
  • For multiple firms across diverse industries, McIntosh has evaluated existing technologies and worked with client organizations to develop a strategy to leverage emerging as well as proven technologies capable of improving service and operational efficiency.
  • For clients ranging from transportation to wealth advisory services, McIntosh has successfully managed initiatives supporting the development of facility, staffing, sourcing, customer experience, and channel management strategies even providing guidance on product/service development based on actionable customer feedback.

Consulting Insight:

The Ease of Self-Service

If you are disappointed with declining usage on a self-service platform, evaluate platform functionality for ease of use. Customers will not return to self-service platforms that disappoint or frustrate them. When automation is time consuming to use, when it irritates with error messages or repetitive requests, customers may simply avoid the platform. Your channel objective should be for customers to leave the automated experience, thinking “That was easy.”

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