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Bestshoring – make your customer communication more efficient

The same quality of service with lowers costs – bestshoring, the next level in customer communication, offers the option of making your call center services more efficient and low-cost and tailoring them to the specific needs of your customer segments.

Imagine your are responsible for the customer care department of a large mobile phone company in the UK. Your customer service is provided either inhouse or you have outsourced it within your own country. Given the current difficult economic situation, you are now confronted with the need to significantly reduce the costs for your call center services. This involves a number of challenges. The high quality standards of your company, your services and your customer care must not suffer from the cutbacks under any circumstances. Outsourcing to a cheaper service provider who does not provide the same standard of services that your customer service relies on is therefore out of the question. Furthermore, reducing your call center activities is not an option either. In economically challenging times, when your customers are worried and feel insecure and long for consistency and certainty, they feel a greater need for communication. Customers expect experts that are able to respond to their answers and concerns competently.

At the same time, you know how the bestshoring method can be implemented as a solution for you: on the one hand, you are very familiar with the topic of customer care, since you are already dealing with your call center activities or have outsourced them and you know what the critical factors of success are. On the other hand, you know your customers and you are familiar with their segmentation by added value potential as well as their different needs. This means that your company has A, B and C customers within the private customer segment that can be demarcated in a variety of ways. A customers generate the majority of your turnover, i.e., they make the most use of your services and products. They are, however, the smallest group of the three. To give a simple example: 10 % of your customers are A customers and make up approx. 40 % of the company’s turnover. Given their extensive use of your offers and services, members of this customer group often make more complex inquiries.
In the case of mobile phone companies in particular, these customers are particularly familiar with services in the area of data communication such as mobile Internet, e-mail services etc. You are prepared to invest more in these customers because they are of significant importance to the success and continued existence of your company. Then there are B customers who, although they are a much larger group, generate significantly less turnover for you. Let’s say that you have 35% B customers who generate approx. 40% of your income. These customers have different needs when it comes to your customer service over the phone. Although they make more frequent inquiries because they are greater in number, these inquiries are generally not as complex as those of your A customers. The third and final group, your C customers, is the largest, while also generating the smallest proportion of your company turnover. These are, for instance, 55% phone card users who generate 20% of your turnover. Although they make comparatively frequent customer service inquiries, these inquiries are nevertheless not as extensive and complex as those from your A and B customers.

Despite these differences, your goal is to provide all your customers with the best possible customer service tailored to their needs. The method of bestshoring bears all this in mind and allows customer-specific services at the same levels of quality, and compared with other types of outsourcing, you also save money.

The telecommunications industry is of course only one of many areas that can benefit from the method of bestshoring. Bestshoring as an outsourcing strategy can also be used in many other industries.

Bestshoring as your successful customer service strategy

In the case of bestshoring, different customer segments with different characteristics are provided with a service at different locations that is ideally tailored to their needs. The big advantage is the cost-saving that comes from outsourcing customer services to lower-cost countries. Since 80% of call center costs are for staff and premises, this industry can save in these two regards.

When the bestshoring method is applied, customers with the highest added value potential are looked after in their home country (onshoring), and those with a lower added value potential, abroad (nearshoring). In our above example, this would look as follows: Your A customers will continue to be looked after inhouse in the UK and the service will be provided by highly trained service professionals from your home country. The customer service for your B customers will be carried out by English-speaking employees in Bratislava who have the necessary expertise to deal with this segment. The customer service for your C customers will be carried out in Bucharest or Istanbul, for instance, where agents are trained in answering more simple inquiries. This way, you are able to provide your customers with the best advisory services for them while at the same time lowering your customer service costs.

Unlike nearshoring, which is purely cost-oriented, bestshoring has the advantage that you are able to address your end customers precisely according to their needs. Compared with offshoring, which outsources customer care services to remote low-wage countries, the service quality can be maintained through bestshoring because the main location is in your home country.

A further benefit of the bestshoring strategy is multilingualism – the result of sites in several countries. For instance, you have the option of employing Slovakian, Romanian, Turkish and of course English native speakers as your customer service agents. In Bratislava, for instance, people tend to be particularly multilingual, due to the strong focus on foreign language skills in Slovakian schools, pupils often have the opportunity to learn English, German, French, Spanish and Italian. This example shows how the bestshoring method of customer service in a company can cover the entire European market in one single location, while maintaining high quality standards.

See for yourself whether bestshoring is a suitable solution for you:

You would like to maintain the quality of your customer service, or perhaps even increase it, while saving costs at the same time.
You are able to classify your customers according to added value potential and their individual requirements.
You have a clear idea of the different services that you offer your customers.

If these points apply to you then bestshoring is the efficient way for you to generate cost savings while at the same time providing outstanding customer service, thus creating a win-win situation for you and your customers.

 

 

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