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Accenture recommends that organizations adopt a global command center operating model to provide a better customer experience across the delivery life cycle while optimizing their cost to serve.
To thrive, and not just survive, in the current business environment, it has become critical for businesses to have a customer-centric agenda. With growing product commoditization and fierce price matching, organizations must differentiate themselves and provide sustainable value—a superior and customized customer experience across multiple channels.
Why does the customer experience matter so much? According to our recent Global Consumer Pulse Research, customers prefer to do business with companies that provide customized services. And this requires companies to achieve a greater degree of agility across their service delivery ecosystem.
This report explores how organizations can master eight core service delivery capabilities to enhance the customer experience.
Today’s consumers are constantly on the go, well connected through technology and have increasingly higher expectations. Their buying process has changed from a linear and predictable approach to one that is dynamic, accessible and continuous—what we call the Nonstop Customer experience. This new reality demands a seamless customer experience across all touchpoints.
For companies to meet these consumer expectations, they must establish strong command and control capabilities that extend across the entire service delivery ecosystem. This model can help ensure that an organization’s resources, processes and applied technologies are well-coordinated to mitigate service failures, optimize operating expenditures and deliver the intended customer experiences.
Based on our client experience, we have identified that organizations need the following eight core service delivery capabilities:
Performance and site management: Drive improvement in primary metrics and consistency in sites using hands-on contacts and guidance.
Innovation management: Direct and shape leading concepts to reduce costs and improve customer service performance, build a business case and prioritize the pipeline.
Global agent performance: Implement industry-leading practices for agents, measuring, standardizing and aligning them to the desired customer experience.
Strategic sourcing: Evaluate and optimize internal and vendor mixes to obtain optimum price and geographic diversity while reducing risk.
Workforce management: Translate demand into short- and long-term forecasts and staffing requirements, and track operational compliance.
Business intelligence and channel analytics: Enable data modelling and analytics to make proactive decisions and provide insights for managing key performance indicators.
Self-service automation: Use self-service channels based on the nature and complexity of major customer service interactions.
Technology support: Implement a cloud- or premise-based telephony infrastructure to support the contact center network and call virtualization.
Read the report to know about each capability in greater detail.
Companies should take the following steps to transition from a mission control or joint operations service delivery model to a global command center operating model.
Gather customer inputs: Identify customer needs and use the information to determine where the organization excels or lags in its service delivery capabilities.
Seek an external assessment: Bring in an external provider with deep functional and industry experience, as well as documented leading practices.
Develop a plan: Assess the eight service delivery capabilities and set appropriate maturity level targets based on priorities and budget.
Avoid the common pitfalls: Understand gaps in service delivery capabilities to drive improvement in processes.
Design the implementation path: Create a road map that outlines the necessary steps to achieve the desired improvement in customer experience while creating value for the company.
Obtain stakeholder buy-in: Review the global command center operating model plan and implementation road map with critical stakeholders from all key functional areas.
Establish continuous improvement mechanism: Pursue incremental improvements that have the greatest impact on both the organization and its customers.
October 28, 2013
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