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high quality contact centre services since 2004 and is wholly Australian owned
and operated.
This report gives a strategic direction for the future of the company. This report
will also table both consolidation of accounts and growth of business.
1. Confirm organisational vision and mission:
The current organisations Mission Statement is as follows;
To be the leader in the outsourced call centre industry by delivering a competitive
advantage to each and every client every time.
1.1
Check with stakeholders that organisational vision and mission
are still held to be current and supportive.
Lead Seekers Australia Pty Ltd has a sole directorship however part of its culture
refers to all employees being Key Stakeholders. The company was founded and
continues with a democratic style leadership. Senior and Middle Management are
the Key Stakeholder representatives in this organisation.
Over the past eight (8) weeks strategic planning meetings have occurred weekly
including both onsite
and offsite discussions. It was found that the previous
mission statement was no longer adequate nor suitable.
1.2 Make any changes or refinements to vision or mission statement
as required
The key Stakeholders presented a number of suggested Mission Statements based
on their experiences in the company and descriptions on what the company actually
does. A compilation of these based the foundation of the new Mission Statement.
The Key Stakeholders have voted on the new mission to be as follows;
We Seek You Sell. We Provide Quality, Pay-Per-Lead Sales Opportunities to any
Business-to-Business Sales Organization regardless of their Marketing Budget.
Our focus is on building rapport and starting relationships on a positive note and
always with a plug and play experience.
This mission statement suited the current values of the organization along a more
relevant description of the core business.
Lead Seekers has collected information that no other company has foreseen to
be important to date. This means that they only have to target 80,000
prospects every two years verse 600,000 prospects every two years for its
competitors. It has been calculated that Lead Seekers expenses can run at
13% of its competitor using this data.
2.2 Analyse political, economic, social and technological
developments in a global context
The Federal Do Not Call Register Act 2006 (DNCR) and the Privacy Act 1988
are the main Legislative requirements that could affect the business, followed
by Industrial Relations.
The social impact of Telemarketing calls is becoming alarmingly high. It has
been the companys experience that The Do Not Call Register is quite one
sided and on the side of the person receiving the call even when they are not
entitled to be on the Register. Currently there is no enforced penalty for a
Business to be on the register despite clear guidelines that state they cannot
be on it. If a Marketing Company contacts this business and it complains the
complaint still stands.
The ACMA (Australian Communications and Media Authority) who runs the
DNCR have the stance that Even though the Company has broken the law
doesnt give the right to another Company to break the law. More than 30%
of businesses are currently on the DNCR (these statistics have been collected
by washing transactions provided by the DNCR and washed against DBOR
Data Base of Records which is owned by Lead Seekers Australia Pty Ltd).
Google have released SIP phones in the United States boasting free calls from
phones. If exchanges in Australia were to be made SIP capable a large part of
Lead Seekers business would disappear as the need for Lead Generation in a
free market would diminish.
The strategic direction has included severe diversity change including Internet
Marketing and Web Design.
2.3 Seek advice from appropriate experts wherever necessary
The company has engaged their accountant to forecast best case and worst
case scenarios based on the change to the Strategy and possible loss of the
Corporate Campaign. Statements indicate that the company can remain afloat
for a short time (months) with the loss of the Corporate Campaign and without
an increase of the smaller campaigns.
It is his recommendation to increase turnover immediately with smaller
campaigns whilst culling expenses where possible. Turnaround of staff must be
completed quicker avoiding any loss of wages.
Strengths
Weaknesses
Structure
Reputation
Quality Control
Guaranties Replacement Policy
Reception
Conversion
Inconsistent Staff Training
Staff Discipline
Opportunities
Threats
DNCR
Mergers (Vodafone and
Space (Office)
Inadequate Processes
Strengths:
Currently Lead Seekers offers a quality service with guaranties on a Pay-PerLead Platform. No other Lead Generation firm offers this type of service with a
competitive price and no setup fees. Quality control has been stepped up over
the years as Management have been educated with the workarounds
Telemarketers and Sales Consultants generate.
The employees are certified with an accreditation which has promoted a
fantastic culture and longevity in the team.
The CRM Platform (DBOR) has been designed and developed internally and is
flexible to our needs. It has not been purchased of the shelf which gives Lead
Seekers an edge over other companies who are constantly having to outsource
programming at a cost or having to make do with issues. The data contained
in DBOR equates to all major carriers combining their databases into one.
Weaknesses:
Due to its infancy and massive immediate growth certain processes have been
passed by. Many roles in the past have crossed over to other roles when the
need has arisen. Currently reception is unmanned until recently all new
clients were referral-based and were offered a mobile number to call. Due to
new advertising strategies the incoming number is used frequently and has
required the reception to be manned.
The same crossover can explain the lack of supervision on the smaller
campaigns and the inconsistencies in training, induction processes and staff
discipline.
The conversion weakness is one that may never be improved which is very
dangerous. As Lead Seekers has no control over the Lead once it has been
delivered it is at the mercy of the Sales Consultant. Despite all quality
measures Invalid Leads are still identified. The first thing a Sales Consultant
blames for not making a Sale is the lead.
Customers will also change their minds leaving no one at fault however they
will infrequently advise the Sales Consultant of this and suggest no
appointment has been made. It is only for Lead Seekers recording process that
the integrity remains high with the Senior Managers of the Companies they do
business with. At times recordings will be provided of the phone call to ensure
the appointment was solid when it left Lead Seekers.
Opportunities:
Lead Seekers major clients competitor is currently experience issues with the
ACMA and the DNCR. They have worked with Lead Seekers previously and is
aware of the success they have had not only in the industry but with dealings
with the ACMA regarding the exact issues they are facing. They have put a
complete stop to all outbound Telephone Sales and Lead Generation other than
that done through Lead Seekers. There is an opportunity to seize a Corporate
Campaign to run in conjunction to the existing Telecommunications Corporate
Campaign.
The Products and Services Lead Seekers provide it is quite simple to bring new
clients on board. There is an opportunity to replace the corporate campaign
quite quickly with Small to Medium Business Campaigns.
As the company is still young it has not had the opportunity to market to other
Industry Corporate Prospects which offers many new business opportunities
across multiple industries. Contacts are currently being made with these
potential customers.
already been appointed and many issues had already been resolved by the end
of the strategic meetings.
KPIs had been revisited based on a total running cost and a cost per seat had
been identified. Each Employee was targeted on revenue based on the per
seat value. More frequent One-On-Ones were to be completed and more
tangible action plans were to be submitted for each employee. If action plans
were not adhered to Warning Processes were to be commenced. Discipline and
Accountabilities were to become a priority. These processes have been
developed to assist in adhering to the Culture Statement however with a more
stern approach.
Four weeks was the time frame expected for each employee to be met with
and Action Plans delivered. Action Plans were to be weekly with an incremental
increase to performance for those not meeting the revenue per seat required.
The Business Development Team has been set KPIs with a change of process
when delivering the Sales Message. Each client should be left with the
expectation that the campaign would commence within seven (7) days as
opposed to 48 hours. Contact is to be made on a daily basis to discuss the
activity on the campaign or lack of activity. This is to increase the level of
communication and not leave the client to imagine the worst. This would be
implemented immediately.
A set percentage of Retention was decided upon along with Acquisition in both
Existing Industries and New Industries. KPIs and backwards plans were
delivered to each member of the Business Development Team these were
based on the reports provided in the first strategic meeting however were not
limited to them. Each team member is required to report on a daily basis for
the first 4 weeks and then weekly if all plans are adhered to. The same
process of Effective Performance Management is to be delivered to this team if
targets are not met i.e. Warning Process.
Additional training as been scheduled for all Departments to ensure all parties
are adequately trained and capable of meeting the required/desired targets
and time frames. Responsibility and Accountability is now clearly defined for
all roles in the business.
3.4 Circulate strategic plan for comment, support and
endorsement
A Summary of the discussions and agreements have been forwarded to all Key
Stakeholders and they are to be delivered to each employee by their direct
manager.
Buy in was created based on the seriousness of situation and it was obvious to the
team that the changes needed to occur or there may not be a business in the
future. Due to the group Strategy Sessions each Key Stakeholder was informed on a
daily basis with all discussions.
Very little circulation was required in this situation. Each Department Head have
committed to complete their tasks and fulfil their part in the strategic movement.
Each Head of Department has worked closely with the Operations Manager rewriting
their Job Description and endorsing their KPIs as achievable.
process may need to be added for senior employees. Prior to termination all
statistics should be analysed to ensure the targets set have been achievable.
If Target Markets are not fruitful secondary Target Markets may need to be
identified. Price increases may be required if the process takes longer to implement
then planned.
4.5 Evaluate achievement of objectives at agreed milestones
It would be my recommendation that reviews be made at the four (4) week, eight
(8) week and twelve (12) week milestones. In my opinion the most significant
movement should be noticed at the eight week mark as all processes should be
close to completion by the fourth week and in full swing by the eighth week.
More reviews should be completed at the 6 month mark followed by every 12
months.
4.6 Review effectiveness of plan and consider methods for
improving strategic planning processes
This particular plan has been forced by environmental issues. It would be fair to say
that with more time the planning process may have been more effective.
The outcome of this strategy will be a great indicator of effectiveness of the plan
and the process as the business may require downsizing if the outcome is not
successful.
The strategic planning process would have benefited by a less urgent scenario and
for future plans it will be considered over time.
A record of suggestions (either staff related or business related) would be beneficial
as ideas come and go and generally by the time strategies are reviewed they are
seldom remembered.