Edutainment Outsourcing 1

60% of Contact Outsource clients attest that Outsourcing has delivered positive benefits to their business. On the other hand, 80% of Outsource arrangements that are focused on pure cost-savings are rated as failures

Dr. Brownell’s World of Outstanding Outsourcing provides a magical, entertaining and often hilarious analysis of Contact Outsourcing from the perspective of the client and the Service Provider.

In his own, inimitable way, the Doctor clearly demonstrates that Outsource success is determined by preparedness to deal with the inevitable challenges posed by Outsourcing. The specific nature of the challenges becomes irrelevant when the client and the OSP have congruent and clearly defined, experiential and operational goals.

Successful, Remote Customer Contact requires a complex mix of hard and soft competencies. Prompted in-part by the early-day struggles of CRM, the business world has finally accepted that humans are emotional creatures. Buying habits, loyalty and satisfaction are all developed as a result of a matrix of experiences. Some people weight the emotional experience higher, while others seem to adopt a more ‘tactile’ approach. Many books have been published on Customer Experience, Emotional Intelligence and even Neuro Linguistic Programming and they all point in the same general direction. A direction that the Swedish Gurus, Nordstrum and Ridderstrule refer to as “Funky Business.

The B2B world is no different from the B2C world in many respects. At the end of the day, B2B customers buy into brands because of the associated experience. Experience is comprised of all the hard and soft elements of FUNKY BUSINESS.

Contact Outsourcing policies, procedures and expectations need to be aligned to this new world order. Outsourcing at present is often built as a process-set of relatively simple Key Performance Indicators but that does not make sense. Contact Outsourcing is different from IT outsourcing or manufacturing outsourcing because each individual customer demands a consistent EXPERIENCE and not just GOOD SERVICE.

Outsource clients who successfully map their contact Outsourcing strategies with an overall Customer Experience Program are better prepared to deal with the challenges the outsource initiative is likely to create.