Telco market growth compels service improvement

Telecom operators in the region need to prepare for a surge in customer demands predicted to occur as the market’s growth rate exceeds 100% over the next couple of years. According to Xceed Professional Services, the premier customer contact consulting practice in the MENA region, service standards are at risk of being neglected as operators focus on technology and network investments only. At the Middle East Communications Exhibition 2007 (MECOM), taking place later this month in Abu Dhabi, Xceed Professional Services will be speaking to telecommunication professionals about how raising customer service standards can support and drive growth strategies as well as development into advanced service integration – which is the upcoming industry trend. “Telcos are constantly expressing supreme confidence in their customer service, and asserting that their customer satisfaction levels are high,” said Ahmed Refky, Managing Director, Xceed Professional Services. “But when asked to show the data to demonstrate these claims, there isn’t much. Operators are moving towards service integration, to simplify the customer experience. This means customers will expect a smoother, faster communication channel between them and their service provider, especially those with higher usage of value-added services. And to achieve this, it’s essential to measure the contact centre performance in every aspect of customer interaction, using structured process and solid data. The concept of measuring performance using quantitative measures is still new to the region, and that’s what we’re working with COPC Inc. to drive awareness of.” Xceed Professional Services is the sole implementation partner for the Customer Operations Performance Centre Inc. (COPC Inc.), the global body for setting the customer service standards. The COPC-2000® CSP Standard is the first and only global certification designed specifically to guarantee contact centre excellence worldwide. Adopting the processes within this standard have proven their effectiveness with organisations worldwide, with increased revenues, cost savings on running their contact centres and significant reduction in customer churn. Refky added: “Almost all call centres today have the necessary technological infrastructure, in terms of telephony, etc. In fact, most call centres we have seen in this region are fully equipped with the best technology, the latest, fastest and most advanced systems. But the management process and the people factor are both not as powerful as the technology yet. You can have a basic IP telephony network, and superior levels of customer service just by following stringent processes and applying them across the organisation. A more scientific approach to measurement of customer satisfaction is required in order to highlight the specific areas where performance improvement is needed. It is important to measure dimensions associated with call centres as profit centres or competitive advantages, measure call duration, and work on first call resolution. “ MECOM 2007 takes place at the National Exhibition Centre in Abu Dhabi from April 22nd – 25th. Visit Xceed Professional Services at MECOM in Hall 3, stand no. 74.