Design a Member Call Center Focused on Efficiency and Engagement

The American Motorcyclist Association underwent an evaluation of its call center processes and identified several needs and goals. Their call center was primarily focused on reactive inbound calls, causing stress and repetition for the team. The association also faced high costs and poor call quality with its existing phone system. To address these issues, they established project goals, including member retention, member satisfaction, and cost savings.

The association reevaluated its call software from the call center’s perspective and considered different business models. They initially had a flat organizational model with agents and a lead, but they lacked specialization and advanced training. They explored other models but found that they didn’t align with their member service goals. Ultimately, they adopted a business model that allowed for flexibility, ownership, and proactive member engagement. It included rotating staff between inbound and outbound calls to prevent burnout and enhance member handling.

To measure their success, the association focused on the quality and responsiveness of their interactions with members, continuous improvement, and cost reduction while boosting incentives. They experienced a 40% reduction in software costs, which was reinvested into member services. New incentive programs were implemented, and the call center manager and agents played an active role in advancing processes and supporting members. They now have improved analytics and searchability of call content, enabling engagement and sentiment analysis.

The association emphasized that every technology and software decision must contribute directly to their mission of promoting the motorcycle lifestyle and protecting the future of motorcycling.