HOW TO MOVE A CONTACT CENTRE TO A PROFIT CENTRE

A Brava and AAPT case study

When you're operating in one of todays most competitive industries, where aggressive competitors do almost anything to lure your customers away....it's tough.

At the time Brava was first implemented, Bryan Yianakis was AAPT's Director of Sales and Service. He described the telecoms scene in Australia as fiercely aggressive.

Around 7,500 calls a day were coming in to the Bendigo call centre. Every one of those callers was a customer, or potential customer; and the opportunity to cross sell and engage with that customer was right there. And it was being wasted.

AAPT centres were deemed as cost centres,( the contact centre was thought of as an unavoidable cost of doing business) and the staff weren't selling. But, based on the opportunities available through the volume of incoming calls, Bryan Yianakis recognised the ability to make the transition to profit centres (the centre functions as a key sales channel within the organisation, generating revenue and is self funding).

He made 2 very smart strategic decisions;

• Bundle. Like the Banking undustry, the more products and services that could be bundled, the more effort there is for a customer to exit.
• Introduce the Brava system. This ensured that the opportunity became a reality.

Opportunity Becomes Reality

When Brava's Effective Leadership system was implemented the promises and expectations became reality. "Its not rocket science," Bryan pointed out. "It's a process that's easily understood by managers and it's non threatening to staff. Results kick in immediately, the whole team just fizzes and as long as you stay with the concepts, you keep on winning."

The figures were astounding. Look what happened when the Brava system had been on the scene for only a few months - a quantum leap almost off the page.

What the graph doesn't show;

• happy employees
• a positive change in morale and culture
• 34% improvement in sick leave reduction down from 572 days to 376 lost days per month. That equates to 10 staff a year!

For Bryan Yianakis, the Brava system was the key to transforming his contact centres into profit centres. With Brava he could confidently expect to realise his vision of moving them to the ultimate Customer Relationship Centres ( Centres which not only generate revenue but also build relationships with high value customers).