Sending jobs offshore is a sensitive subject in the US, but despite the political fallout from outsourcing, many businesses continue to engage in this practice. This is because from a business standpoint, outsourcing helps maximize profitability and provides an avenue for the business to grow.
Outsourcing occurs when a company opts to send business processes to another company, usually overseas, to handle the task.
Many companies perceive this as very beneficial because it is cost effective and allows their staff to focus on core competencies rather than invest time, energy and money into processes another business can easily handle for them because no specialized skill set is required.
One controversial aspect of outsourcing is when a company decides to outsource customer service. While outsourcing is often a pretty feasible idea from a business standpoint, a company should carefully consider which processes they are going to outsource. Customer service is a risky process to outsource for many reasons.
Here are a few of the top reasons why outsourcing customer service is risky and why companies should think twice about outsourcing their customer service systems:
*Quality of Customer Service
A business knows their customers best. Outsourcing customer service to another company, especially one thousands of miles away, is a disservice to customers. Customers want to know the people they are talking to thoroughly understand their needs, wants and requirements.
The best people to offer this kind of customer support are front line employees located within the business, not an outsourced company who has been given prompts to answer questions employees really don’t understand or have experience in. A customer wants to receive direct and excellence in response; this can happen best if answers are given directly from the business who serves them.
*First Point of Contact
A business considering outsourcing customer service should think about who they want on the front line and as a first point of contact to customers.
While outsourced employees are somewhat of a stakeholder in the business, this isn’t their priority because chances are their company handles more than one businesses’ customer service and they are doing a balancing act trying to satisfy all of the businesses, which isn’t necessarily in the best interest of the customer.
On the other hand, onsite employees who work for the business a customer has purchased from have a direct stake in whether or
not the business grows and flourishes.
Who would be the better first point of contact for a customer, someone with a direct interest and knowledge about the company’s operations or someone who has been hired to do a job with preapproved scripts?
*Language Barriers
There are only so many scenarios a business can write prompts for, and chances are more frequently than not customers will ask questions which cannot effectively be addressed by fabricated standardized answers.
Optimum customer service will be able to answer questions on the fly which are unexpected. They’ll also be knowledgeable in how to address them, and if they don’t know the answer, they’ll know where to find out and get back to a customer quickly.
Language barriers can be a hindrance in the customer service process because a customer wants an immediate, or at least relatively quick, answer. They aren’t going to want to go around in circles trying to get answers which can’t effectively be addressed and/or left with unresolved questions.
*Length of Hold Time
Since outsourced customer service entails calls being transferred thousands of miles away, the hold time can be lengthy by the time a customer service representative can answer the call. Many businesses who have outsourced customer service found wait times were often 30 minutes or more and then calls often transferred which entailed more hold time.
This is unacceptable as a norm for a call to be answered and customers will not respond well to this making it a risky practice.
*Poor Connections in Calls
There is also the consideration there may be a poor connection due to distance. This can be frustrating for both the customer and the outsourced employee to have a conversation and to address the customer service issues in a satisfactory manner.
Outsourcing customer service is pretty risky because it can directly lead to loss of customers. Some of the largest US businesses have learned the hard way how damaging outsourcing customer service can be and have begun pulling back outsourcing customer service and allowing this process be one handled in-house.
Customer service should be treated as valuable as other business processes that would never be considered to be sent offshore. Customer resolution to satisfaction should be the primary satisfaction and unless a business can be sure the company handling customer service inquiries can effectively accomplish this, outsourcing customer service is a risky venture and business may suffer because of it.