advisory board

events

sponsors & affiliates

programs

news

reports & resources

contact

Call Center Exposure: Limiting Leaks & Peeks

A Secure the Trust of Your Brand Online Event

View On-Demand Webcast: Now Available
Download Report & Presentation Now »

The Chief Marketing Officer (CMO) Council turned the focus of the Secure the Trust of Your Brand program onto the challenges to brand integrity that emanate from customer record exposure and information leakage in the call centers. With an estimated 100,000 call centers employing nearly 7.5 million workers handling an average of 1,708,379 calls per center per year, the opportunity for information leakage and data corruption is staggering. For many companies, the call center is the first direct touch point to the consumer, and often an opportunity to access a consumer’s personal information.

The online interactive webcast now available on-demand, sponsored by Envision Telephony and powered by On24, was headlined by a powerful panel of industry leaders from worldwide brands including AAA, Expedia, GE Money and Xerox. While each speaker’s call center operations varied in size and scope, one message rang true for alll: no measure of training, safeguarding, oversight, audit and assessment is too great when working to secure customer trust, loyalty and brand affinity.

Speakers shared their own experiences in evaluating the risks and repercussions that all marketers face within call centers and provided best practices on how to protect and secure brand identity in the face of potential breeches and threats. Their insight, as well as a recap of the interactive Q&A session is now available to download. We also invite you to access the on-demand webcast to hear these insights from industry leaders first-hand.

The CMO Council plans to continue its laser-focused investigation on the various customer touch-points within an organization that have the potential to also prove to be data breach point. We welcome your suggestions and requests as we map out our next focus.

View Webcast »

DESCRIPTION
SPONSORS
SPEAKERS
CALL CENTER NEWS
CALL CENTER FACTS
OVERVIEW

SPEAKERS

Tom Aiello
Vice President of Worldwide Sales & Marketing, Envision Telephony

Tom Aiello has more than two decades of experience in the contact center industry in sales management, marketing and business development. Most recently Aiello served as senior director of sales and channel development for Aspect Software, a leading provider of contact center solutions. At Aspect, Aiello was responsible for the sales of the company’s performance optimization products distributed through both direct and indirect channels. Aiello also served as vice president of sales and channel development for CenterForce Technologies before it was acquired by Aspect. While at CenterForce, he was responsible for North American channel distribution strategy and alliances and was able to increase the channel from two to twenty partners. In addition, Aiello ran sales and marketing at RightForce, LLC.

Jennifer Harkins Garone
Senior Manager, Privacy & Security,GE Money

Jennifer Harkins Garone has been with GE Money in the position of Senior Manager – Privacy and Security, Americas since March of 2005. In this role, Jennifer provides short and long term strategic direction across the organization for Privacy and Security based on business needs and legislative requirements. She supports compliance and marketing on the integration of regulatory requirements into marketing processes. She led the development and implementation of the Consumer Choice and Suppression Database.

Before GE Money, Jennifer worked for over 10 years on some top brands, such as American Express, AT&T and Citizens Bank. This includes producing over 40 direct response television spots for AT&T, and won a Gold Effie and the True North Chairmen’s award. After a stint in sports marketing at the New York Islanders, where she was the 4th line center (explaining why the team was so bad that year,) she and her husband moved to Pittsburgh. There she worked at MARC Promotion on the Rite Aid and True Value hardware loyalty programs, with some dabbling in sweepstakes and tchotkes.

In 2000, Jennifer moved to the banking world, joining the corporate marketing team at PNC Financial Services Group with the task of bringing disciplined direct marketing to the high net worth, small and corporate business areas. In late 2001, she joined Citizens Bank in New England, focusing on privacy, cross-sell and retention across the entire bank.

While the industries and brands have been different, what has always remained true is the ability to learn quickly and apply the fundamentals of business while driving results. Jennifer is married and has two delightful children, Christian and Alix. In her free time, she runs, reads and attends graduate level classes at Harvard. And next to curling up and reading with her kids, her next favorite place to be is on an airplane, going somewhere.

Russ Reynolds
VP, Customer Support, Xerox Services
Russ is responsible for the Xerox Services Customer Contact Operation for North America. His operation is primarily a first level Help Desk environment, supported by a similar organization for more advanced levels 2 and 3 Help Desk support within Xerox. The Support Centers are in the midst of significant changes in their role, from traditional “Customer Service” focus to Customer Service and Front End Product Support. The operation is also expanding services provided to Xerox customers through dedicated help desks; customer problem management; multi product support; and document management support. Russ has been involved in the Customer Contact part of the business for 17 years; prior to that he led organizations in the Field Site Service delivery part of the process. Russ has led many technological, people, and business process initiatives, most significantly in the areas of consolidation; and in using technology to support specialization of the work force.

Cathy Bump
Senior Privacy Compliance Counsel, Expedia, Inc.
Cathy Bump serves as Senior Privacy Compliance Counsel for Expedia, Inc. In that role, Ms. Bump oversees compliance with privacy and data security-related laws as well as with the group’s Privacy Policies. She is responsible for Expedia’s implementation and maintenance of best practices in connection with privacy, works closely with Expedia’s Information Security Team to implement both internal and third party data safeguards, and also guides the shaping of Expedia’s positions on privacy issues and legislation.

Prior to joining Expedia, Ms. Bump held the position of Vice President of Policy & Legal for TRUSTe, the leading online privacy standard-setting and seal organization.

An attorney with diverse experience – encompassing business, litigation, and policy issues -- Ms. Bump initially began specializing in privacy and data security while serving as in-house privacy counsel for Intuit Inc. She has also served as privacy consultant, focusing on financial privacy, for Countrywide Home Loans.

Ms. Bump holds a J.D. from Hastings College of the Law and a B.A. in political science from Stanford University.

Alexandra Morehouse
Chief Marketing Officer, AAA of Northern California, Nevada and Utah

Alexandra Morehouse is Chief Marketing Officer for AAA of Northern California, Nevada and Utah. Morehouse oversees all advertising, branding, media relations and customer relationship management for the AAA affiliate, which provides a wide array of insurance, travel, automotive and financial services to more than four million members. Morehouse serves on the boards of the San Francisco Convention and Visitors Bureau and the UC Davis Institute of Transportation Studies. A featured speaker at national marketing conferences, Morehouse has also served as co-chair of the Harvard Business School Global Technology Conference and on the boards of the Harvard Business School Community Partners, SnapFish, an e-business for sharing images, and the Cedars of Marin.

Prior to AAA, Morehouse was Chief Marketing Information Officer for Charles Schwab and Co. She also held senior leadership roles at American Express Travel Related Services in New York and San Francisco, in product marketing, brand management, and customer relationship management. Morehouse has been featured in Forbes, Business Week, the Economist and Direct Marketing magazine. She earned a BA cum laude in East Asian Studies from Harvard University and an MBA from Harvard Business School. Additionally, she spent a year at Waseda University in Japan doing thesis research.

CALL CENTER NEWS

Indian Outsourcing Sector Sets Up Watchdog To Stamp Out Data Theft
April 24, 2007: IndustryWeek.com

Customers just keep singing the call centre blues
April 23, 2007: BusinessDay.co.za

Most People Fear ID Theft Through Outsourcing
April 19, 2007: GlobalContinuity.com

Q&A: Authentication Technology for Call Center Security
April 18, 2007: CallCenterMagazine.com

Security Secrets of Outsourcing
April 2, 2007: CSOOnline.com

Contact Center Outsourcing Black Hole Costs North American Companies Over $300 Million Every Year
March 12, 2007: BusinessWire.com

How to Respond to a Data Breach, Part 2
February 13, 2007: CRMBuyer.com

Are You Doing Enough to Safeguard Sensitive Customer Information?
November 8, 2006: CallCenterMagazine.com

Outsourcing to India: Dealing With Data Theft and Misuse
November 6, 2006: ComputerWorld.com

Criminals in the Call Center?
October 30, 2006: DarkReading.com

Call centers grappling with data security
October 11, 2006: SearchCRM.com

How Much Is Your Customers' Trust Worth?
September 1, 2006: DestinationCRM.com

How Your Contact Center Can Help Build Your Brand
Spring 2006: Aspect One

Data Security Measures: An Increasing Concern For Contact Centers
February 1, 2006: DestinationCRM.com

Privacy & Security in the Spotlight
CreditCollectionsWorld.com

CALL CENTER FACTS

In a recent survey of 83 corporate IT Managers, 28 acknowledged having to cope with a data breach, and half of those respondents reported significant related costs
According to Forrester report, “Calculating the cost of a security breach,” it says that half of those polled cited changes to security and auditing processes as a major cost category
Forrester report concluded that the costs of a data breach vary widely, from about $90 to $305 per customer record, depending whether the breach is “low-profile” or “high-profile” and the company in a non-regulated or highly regulated area, such as banking
43% said the costs of customer notification and loss of business could be counted in the fall-out from a data breach, though only 25% feared lawsuits and civil penalties

A Third of IT Managers Report Data Breaches: Survey
April 12, 2007: Network World

Despite increasing emphasis on providing better service, contact centers appear to be doing a worse job of satisfying customers, according to a call center report published Monday
Satisfaction rates in contact centers took a nosedive in 2006, falling from 82% a year earlier to 68% last year, according to the Global Contact Center Benchmarking Report
Participants reported lower customer satisfaction rates and at the same time confirmed that customer satisfaction is the principal driver of call center development strategies (ranked first among development strategies in importance, according to 87.3% of respondents)
Quality and process improvements placed second in the rankings, cited by 80.7% of respondents
Another finding: increasing use of personalization techniques to differentiate among customer and prospects
Some 42.8% of contact centers say they are delivering a personalized and segmented service, compared with 28.3% last year
On budget front, staff costs continue to eat up the lion’s share of contact center operational budgets, ranging from 64%-74% of total operational spending
Average percentage of the budget spent on technology is just 8.6% with a high of 9.8% in Asia-Pacific region and a low of 6.5% in North America
Technology spending focused on a few key areas, including IP infrastructure and convergence strategies
More than 60% of contact centers have introduced IP-based or hybrid PBX/ACDs, up from 50% last year
Disaster recovery and business continuity planning is being neglected in a significant number of contact centers
Just 49% of global contact centers report that they have a disaster recovery and business continuity plan in place and test it (in North America only 38% of respondents do so)

Report: Call Centers No Better at Satisfying Customer
March 19, 2007: Network World

The President’s Identity Theft Task Force, created by George Bush in May 2006, called for national data protection standards for private companies that collect and sell personal information (as well as a national law requiring companies to tell customers when their personal data has been compromised)

ID Theft Force Wants Stronger Laws
April 23, 2007: Network World

A study of U.S. Department of Justice cases revealed an average loss per data breach incident of $1.5 million
A CSI/ FBI survey estimated the cost to be $167,000
Forrester surveyed 28 companies that had data breaches and found only 25 percent were worried about civil penalties and restitution costs
Forrester notes that Visa levied fines of $4.6 million for partners that mishandled customer data

What the Data Breach Will Really Cost You
May 8, 2008: ZD Net

A watchdog agency will certify companies
India’s booming services and software industry on April 23 announced that an independent watchdog has been setup to create a “global safe-deposit vault” to halt data theft such as credit card details
NASSCOM predicts software and customer services outsourced to India will grow 25% annually to $60 billion, or nearly half of the global market, by 2010.
The sector currently adds more than $17 billion to the Indian economy and directly employs 700,000 professionals

Indian Outsourcing Sector Sets Up Watchdog to Stamp Out Data Theft
April 24, 2007: IndustryWeek

Survey shows that exceptional contact center experience are a third as likely to do more business with that company in the future
75% of consumers who had a bad experience say they will do less business with a company
60% of consumers who had a bad experience say they will do much less business with a company
Based on the “2007 Aspect Contact Center Satisfaction Index,” North America contact centers performed an average of a C- (72.4%) level according to consumers
73% of contact center interactions take place via phone
24% of contact center interactions take place via email
4% of contact center interactions take place via chat

72% of all contact center interactions begin with an automated system
57% of the exceptional interactions began with an automated system
Consumers who reach an automated system, rather than a live person, say they will do less business with the company
22% of consumer had to repeat information after being transferred from an automated system to an agent will do less business with the company
66% of consumers who had an exceptional experience are more likely to do business with that company in the future

Are Contact Centers Making the Grade?
April 23, 2007: Contact Center Magazine

According to Celent (Boston-based consulting firm), it costs companies $6.85 per call to serve a customer compared with $4.95 for e-mail, and $.50 by Internet.
Salaries: call-center employees in the U.S. make anywhere between $10.50 to $16 an hour; and India make 7% of their American counterparts’ salaries
i.e: U.S. Bancorp – the past 2 years, they spent $20 million to upgrade technology at its five call center across the country; call centers employ 1,400 people, receive about 523,000 calls a day, including 73,000 calls that go to a live person (the rest typically use automated services to check account balances

Call Centers Called on to Win Over Customers
January 28, 2007: The Seattle Times

According to Everest Consulting Group, more than 50% of recently signed outsourcing contracts were 5 years or shorter
Estimated 100,000 call centers worldwide

IP Hosted Solution is the Way of Future
CRM Today

Global Contact Centre Benchmarking Report shows significant decrease in the levels of call centre customer satisfaction, regardless of location – overall score down to 68.3% from 82% in the previous report
Decrease in call center customer satisfaction:

Asia-Pacific satisfaction fell from 84% to 61.9%
North America decreased 21.1%
Europe decreased 8.6%
Africa and Middle East decreased 7.7%

Call-centre Customer Satisfaction Falls
January 22, 2007: Mail and Guardian Online

Research shows that contact centers around the world link customer segmentation with future success
Customer segmentation: division of a customer base into groups predicted on criteria that are relevant to the business
Percentage of organizations worldwide delivering personalized segmented service has jumped to 42.8% from 28.3% in 2006
34.4% of contact centers use the same segmentation as their broader organization, up 10% over last year’s results – these contact centers are using customer segmentation to raise levels to increased heights, tie in customer loyalty and secure greater spend within the market
36.0% of organizations have a single view of the customer across voice, email, chat and Interactive Voice Response (IVR)
Yet over 50.8% of contact centers have a single view when it is across products and services, 48.2% across customer data and 46% across customer transaction history
74.3% of contact centers want to reduce the cost of serving customers without adversely affecting service quality
In 2006, more than 80.5% say that increased competitiveness and price sensitivity is making this goal even more important than ever
Dimension Data’s report further asserts that mature markets, like telecommunications and financial services, need greater segmentation of product and services to keep customers happy (Segmentation is important so companies can more affectively target groups with appropriate marketing messages in order to balance customer objectives with cost-to-serve metrics

Dimension Data Surveys Call Centers
April 10, 2007: Call Center Magazine

According to Service Quality Measurement (SQM), customer satisfaction drops 15% with each callback a customer must make to a contact center
For every 1% improvement in First Call Resolution (FCR), you get a1% improvement in customer satisfaction.
Ina study of more than 150 contact centers, SQM found that centers that achieved “world class” customer satisfaction ratings had a FCR average of 86%, while centers that were not among the elite in customer satisfaction had a FCR average of only 67%

Measuring the Things That Matter
March 21, 2007: Call Center Magazine

Contact & Call Center Security Facts:

Damage caused to companies by data compromise occurs on many levels:

Single data breach cost $5 million to $50 million (According to Ponemon Institute)
Intangible assets: trust& erosion of brand value
Stock prices: 0.63% to 2.1% reduction in stock prices whenever a breach is announced

What Retail Marketers Should Know About Data Security
April 17, 2007: PR Newswire

Customers response: 22% of callers rated their interactions as satisfying or very satisfying
Managers response: 65% say callers are satisfied or highly satisfied
¾ of the B2B callers surveys said that they thought it was somewhat or very risky to exchange data with an offshore center
When asked the offshore center themselves what specific steps they have taken to secure the customer and company data, you find that they have better security measures in place than the typical American center.
Thus, despite what an American business caller thinks is the case, they appear to be more likely to suffer a data breach calling a center in Texas than they are in Manila

The Flat World as it Applies to Call Centers
September 1, 2006: Call Center Magazine

50% of companies are not doing enough to control the use of customer data
They are falling short because:

Employees aren’t sufficiently aware of the laws
They use data without realizing that their use is illegal (i.e: using real customer data for testing purposes)
They believe complex nondisclosure agreements are protection enough

Is Your Customer Data at Risk?
August 2, 2006: Intelligent Enterprise

On average, responding to and resolving this type of breach will take120 hours or more of IT staff time = estimated at $350,000
Cost associated with having to reconstruct or face the loss of the company’s intellectual property contained in corruption data = estimated $250,000 per incident
These data breaches occur on average once for every thousand users, creating the potential for large companies to spend millions each year

Are You Doing Enough to Safeguard Sensitive Customer Information?
November 8, 2006: Call Center Magazine

Call center employee arrested for racking up more than $1,300 in charges visiting porn sites on one Cingular customer’s money

Confessed also to stealing other credit card information while employed as a call-taker at the West Corporation in Pensacola, Florida. (The West Corporation takes calls from Cingular customers)

Call Center Employee Addicted to Pornography, Steals Cingular Customer’s ID
February 2007: Consumerist.com

Call Center Exposure: Limiting Leaks & Peeks

SPONSORS

SPEAKERS

CALL CENTER NEWS

CALL CENTER FACTS

SECURE THE TRUST PROGRAM OVERVIEW