Focus on What Really Matters

To many, optimization is synonymous with driving costs out of the business — moving contacts to lower-cost channels (self- service, etc.), reducing human contact with the customer, and driving down handling times. “This is all wrong,” says consultant Mary Murcott in her book, Driving Peak Sales Performance in Call Centers. “This is not optimization; this is driving a distorted view …

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Focus on What Really Matters

In recent years, there has been a lot of attention on contact center “optimization.” To many, optimization is synonymous with driving costs out of the business — moving contacts to lower-cost channels (self- service, etc.), reducing human contact with the customer, and driving down handling times. “This is all wrong,” says consultant Mary Murcott in her book, Driving Peak Sales …

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