Cost optimization will again be the theme for pharma call centers in 2012. That’s not such a bold prediction given that pharma and biotech call centers have been asked to do more with less for the past several years. The three areas we believe will be the most active and productive in 2012 are:
- Consolidation of cross-functional operations – Functional area call centers have taken on efficiency programs which have resulted in reducing individual functional area cost. However, total call center spend for the corporation continues to stand out as a cost optimization opportunity. In 2012, we believe senior leaders at large pharma companies will sponsor cross- functional initiatives to optimize total call center costs for the corporation.
- Utilization of intelligent IVR – A few pharma companies have successfully implemented intelligent IVR, and the savings have been impressive. AstraZeneca reports saving almost $1 million per brand (http://www.angel.com/customers/ivr-success-stories.php). In 2012, we believe pharma will more broadly recognize the power of today’s intelligent IVRs for integrating databases, facilitating customer self-service, and demolishing handle time.
- Re-evaluation of agent qualifications - We’ve made this prediction in the past and there’s really only been slight movement on changing agent qualifications as a means of reducing cost. There continues to be the perception that higher cost agents are better agents for the pharma contact center. It’s simply not the case. Nurses can be effectively substituted for pharmacists/pharmDs and properly trained non-healthcare professionals can be substituted for healthcare professional agents, in select situations. Now that wages have stabilized as the economy slowly recovers, we look for agent qualifications to be a cost optimization opportunity in 2012.
We will make a note to look back at the end of 2012 to see how we did with our predictions. Happy New Year everyone!
Please call (317-797-2244), email (pete@center-first.com) or tweet (@centerfirst, @peteguillot) anytime.
