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Originally published:
Dec-18-2003
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Are Your Service Providers Up to the Standard?
COPC (Customer Operations Performance Center) is a leading authority on customer contact center operations. According to its mission statement, COPC is focused on developing and driving initiatives that support superior performance in customer-touch intensive environments, as measured by the criteria of customer service, customer satisfaction, and operational efficiency. It is authorized to issue certification to the COPC-2000® Standard, a comprehensive operations performance standard that specifies minimum operational requirements in critical functional areas. Over 120 locations in 16 countries are certified to the Standard or are actively pursuing certification. Users include firms in e-commerce, computer hardware and software, financial services, healthcare, marketing support services, A/R management, and collection services.
In 1995, a core group of Fortune 500 users of call center services and associated distribution fulfillment operations including, American Express, Dell Computer Corp., Microsoft, Novell, and L.L.Bean, wrote the COPC-2000® Standard using the Malcolm Baldrige Quality Award criteria and framework as its basis.
Dissatisfied with the performance of their call center customer service providers (CSP), the group developed the Standard with intent to:
- Provide stimulus for third party call centers to improve.
- Bring to the service environment advantages seen in other sectors due to improvement standards.
- Distinguish between quality and mediocre call centers and service providers.
- Provide a standard that related more specifically to the CSP industry.
Over the next year, the group modified various Malcolm Baldrige Award requirements to make the Standard more call center specific, introducing COPC-2000® in June 1996. Originally designed for implementation in an outsourcing/CSP environment, use of the Standard has expanded significantly. It is now used by many organizations that operate "internal" service centers and provides a performance-oriented, operational improvement model that works extraordinarily well for these environments.
The COPC-2000® Standard is composed of four major categories: 1) Performance Measurement 2) Processes 3) People 4) Planning and Leadership. Within each category are several specific sub-categories with requirements that must be followed when adopting the Standard.
As a set of practical operating requirements intended to promote consistently high levels of customer and employee satisfaction, the Standard does not set specific performance objectives. It does require that all performance metrics be tracked, linked to drivers of customer satisfaction, and used to improve overall performance.
An organization begins its pursuit of certification by meeting with the COPC team of professionals during which they describe the COPC-2000® Standard in detail. An in-depth application evaluating current compliance with each area of the Standard is then completed. The COPC team reviews the application, determines the operation's strengths and weaknesses, and develops a plan for use during the on-site audit. During an on-site visit, COPC team members review the plan with management and employees, and conducts detailed process audits of all key customer-related processes.
The COPC team then reviews its findings with the organization's management. The review and a written Management Report contain a rating from 0-3 for each area of the Standard; 3 = meets the Standard. Feedback is given on what actions should be taken to become compliant in the areas that missed a 3 rating. The team compares the organization's operation to others it has audited. The organization can then contact others within their industry that are certified or achieved high ratings, and begin benchmarking to make strides toward compliance with the COPC-2000® Standard.
Once an organization receives certification, it must be re-certified each year thereafter. COPC representatives conduct a random audit of various areas of the Standard to ensure that the center has remained compliant.
While adopting the Standard is a painstaking process, organizations that have done so see it as worth the effort. More than just measuring performance, it provides criteria for continual process improvement together with a comprehensive model covering all aspects of operation.
A growing number of companies have concurred with the developers of the Standard in insisting on quality service providers to handle their business. To assure that a company measures up, many rely on COPC Certification as an indicator.
For additional information visit the COPC website at www.copc.com.
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