Outsourcing Tele: Better Think Twice

Outsourcing Tele: Better Think Twice

With pressure on the bottom line and the need to cut expenses, manage headcount and trim infrastructure many companies are looking to “Outsource Tele”. And, while many companies are successful, you had better think twice or even 3 or 4 times before moving ahead. I am NOT suggesting outsourcing is bad, what I am saying is that it is an important decision that requires critical thinking on the part of the organization and a conscious, concerted effort to execute. Do not make it lightly.

First determine the core competencies you want to keep within your company and decide what you want to outsource. Include in the decision process the following:

· Costs: Include physical infrastructure such as specialized calls systems to handle volume calling and call monitoring. (Note: Do NOT deceive yourself into thinking call center systems are just an add-on to the existing phones. I have seen a couple of companies make this mistake and it caused headaches for years. There are specialized reporting and quality tools that are essential to running a solid team and require specialized knowledge. This is important: Don’t skimp) Cost of people to manage vendors, cost of systems connections and cost in terms of time. Also, honestly assess your tolerance for cost overruns or your ability to trust others to manage them.

· HR Issues: Do you want the Inside Sales team to be a farm team for the Field? How closely do the Inside Sales or TeleCoverage people need to work with the field. This is not as easy with an external group.

· Economies of Scale: One of the main benefits of outsourcing lead gen is the shear scale that quality partners can deliver. And, many of them are specialized in providing a unique service in a unique way. Some set appointments others know retail or public sector.

· Intangibles: How much time, effort and support are you willing to dedicate to supporting tele? How complicated is the sales process? How important is it to have the voice of the customer inside?

Once you have made your decision – STICK TO IT! Too many times I have seen companies waffle back and forth each year. This is counter-productive and will ultimately cost more money and sub-optimize the potential results. Decide what you want to outsource to a partner and just as importantly what you don’t.

Now that you have decided to outsource make sure you do the following:

1. Pick a strong leader who will own it and empower them. Do not choose a part-timer or someone who does it on the side. It will require an owner and empower them. Just as in a Tele launch, some difficult decisions and crucial conversations will need to be had. Give them the room and backing to do it.

2. Communicate the decision clearly and let stakeholders know that the change is inevitable. This will thwart the naysayers who are dying for failure.

3. Create management structures and rewards systems that ensure that each of the parts of the process is complementary. Misaligned goals and objectives are one of the top reasons why these initiatives fail. If your lead team only cares about leads and your sales team only cares about closed sales, you can create a situation in which you hit your lead goal, but miss revenue.

4. Establish systems and processes that provide a closed loop feedback mechanism and hold all members of the team accountable for owning it. The worst scenario is when the vendor blames the marketing team for not providing feedback on the quality of leads or vice versa.

5. Develop a clear and regular communications strategy and plan. Daily, weekly and monthly reviews are a must, especially in the early going. You cannot over communicate.

6. Ensure that Marketing, Sales, Operations and your vendor partners are aligned. Assign owners to the relationships and hold them accountable. At the same time, give them the flexibility to execute and move. Too much structure will kill the flexibility needed to react quickly to market conditions and gain the cost efficiencies you desire.

7. Treat everyone at the table as a partner in the outcome. Do not treat the “vendor” as a vendor; rather treat them as a partner and a member of the team.

Outsourcing aspects of your telemanagement organization can deliver outstanding results. You can reduce costs, improve efficiencies and increase customer satisfaction. If you make your decision in a conscious way, stick with it and include the few simple things outlined above you will achieve outstanding results.