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How To Conduct a Call Center Performance Audit: A to Z

2. Profits from new revenues generated

This approach works well for some call center investments and focuses on the simple concept that (a) certain enhancements in customer service will result in retaining more customers, and that (b) retained customers will continue to purchase from us and produce profits. Our example below will focus only on this approach, since it is more subtle and less often taught in M.B.A. and other business education programs.

Prepare yourself for some resistance and criticism in this category of cost/benefit analysis, because some financial professionals find this approach more difficult to accept, less tangible, more difficult to measure or hard to tie directly into the project being considered.

3. A combination of savings and earnings

The combination of savings and earnings is nice, but one important design rule in calculating ROIs is “keep it simple” for the audience to understand and to believe.

By assisting your client in presenting a credible and well-documented ROI, you are substantially increasing the probability that the company you are consulting will actually implement your suggested call center enhancements. Ultimately, “hard-dollar” ROI arguments are what sell new technology investments. The approach that we are doing “good things” for our customers, also known as “soft money,” frequently does not convince top management to take action.

Revenue Elements to be Considered

From our call center baseline survey research, we will have determined the process where the company’s performance is low and where the impact on customer satisfaction is high. The model that we need to develop for the company is: “If we invest in and improve the selected process, what will the increase in customer loyalty and re-purchase be worth in dollars and cents?” The data we need to determine added income value from this customer is

  • the average number of purchases made each year and the profit margin per

purchase, and

  • the average number of years that a customer remains loyal to the company.

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