Call Center Combined

8/13/2019 Call Center Combined

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Call Centers

Kelly Halbert

Verizon E-BusinessBusiness Solutions Group

December 2000


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Agenda Traditional TechnologyISDN, ADSL, DNIS, PSTN, PBX, IVR,

ACD, SBR, Predictive Dialer, CTI.

Web-Based Technology- E-Mail, Live Chat, Co-Browsing,

VoIP, Call-Back with Collaboration. Business DriversCustomer Satisfaction, Cost Reduction,

Market Intelligence.

Customer Care ProcessesOrganizational, Supportive,Customer-Facing.

SystemsDesign, Integration, Contact Tracking, InformationRetrieval, Intelligent Troubleshooting, Online DocumentationOrder Processing, Dispatch, Workforce Management.

SLAService Level Agreement


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Definition

A collection of people and

technologies whose role is toserve customers.


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Location Growing Labor PoolBecause of stress and high

turnover rate, call centers tend to burn out a laborpool faster.

Educational InstitutionsStudents are a goodsource of call center agents.

Real EstateCities view call centers as job creationengines.

TelecomScalability will require more bandwidth.A good relationship with a local telco or long distancecompany is important.

GovernmentLocal govt agencies can provide realestate tax credits and job creation credits.


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What is a call? Interaction or transaction

between two parties.

Origin: Web, Phone, Fax Form: Voice, Text, Image


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Technologies ISDNIntegrated Services Digital Network -

Simultaneous transfer of customer data to theagents terminal with the arrival of the call.

ADSLAsymmetric Digital Subscriber Line -Carriesdata over existing copper telephone lines at up to 6megabits a second.

DNISDialed Number Identification Service - Allowscall centers to route calls based on the numberdialed.

PSTNPublic Switched Telephone Network


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PBX = Private Branch Exchange The core of a business communication

system.

Connects to the phone lines and thetelecom service providers on one end,and the internal phones (extensions) on

the other end.


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IVR Interactive Voice Response

Pulls real time data out of corporate

databases. Used as an ACD front-end.

Great for routing calls to agents, shortening

call times, getting callers into the right queueand allows people to self-serve for simpledatabase lookups.


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IVR Add-On Features Speech RecognitionCustomer

interacts with an automated system in

an effort to be routed to the properperson (or ACD front end) or extractinformation from a host database (IVR).

Text-to-Speech Fax-on-Demand


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Why Use IVR? Siphon off 20% - 60% of calls.

Ability to bring rich screens of customerinformation to the agent screen.

Widely accepted by callers.

Keeps call center open 24 hours.

Make call handling easier for agents.

Increased call volumes


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ACDAutomatic Call Distributor

Takes incoming calls and routes them

to the right place. The heart and soul of the modern call

center.

The ACDs job is not just to route calls,but to manage the informationassociated with those calls.


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SBR = Skills Based Routing Front-end technology (ANI, IVR, Speech

Recognition) identifies the needs of the

caller. The call is routed to the agent based on

the agents skill or combination of skills,

like language, training, or experience.


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Predictive DialerA form of automated dialing.

Screens out all non-productive callsbefore they reach the agent: busysignals, no-answers, answeringmachines, network messages. The

agent simply moves from one ready callto another, without stopping to dial,listen, or choose the next call.


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CTI Features Simultaneous Screen Transfer- Ability of an

agent to transfer a call and the client databasescreen at the same time.

ANI/Caller IDAgent can see number thecustomer is calling from.

Predictive DialingAgent can know in advancethe buying habits of a customer.

Database LookupsCustomer can access severaldifferent databases.

Fax ServerAgent can fax information to customerthat is too complicated and time consuming toexplain on the phone.


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Voice-Over-IP The ability to

communicate by

voice over theInternet.

Uses CTItechnology.


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ICMIntelligent Contact Management

Enables a company to interact with itscustomers via the Internet or PSTN

across an enterprise of ACDs, IVRs,Web and E-Mail Servers, and desktopapplications.


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AVVIDArchitecture for Voice,

Video, and Integrated Data


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Call Back with Collaboration


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Business NeedsThe three major business drivers

behind every successful call center

environment:

Customer Satisfaction

Cost Reduction Market Intelligence


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Customer Satisfaction First Contact ResolutionAfter the

initial call the customer has no need for

any further contact with the call center. Maximize AccessCustomer Cares

ability to respond to a contact in a

timely manner. For an inbound call, thismeans answering the call in theshortest time possible.


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Cost Reduction Minimize Contact TimeContact time can

be reduced through new technology, processimprovement, and content development.

Minimize Employee TurnoverThelonger a call center can retain its best staff,the more likely it is that customers will besatisfied and contact time will be minimized.

Telephony-Based vs. Web-Based

Web-Based can cut cost as much as 43%.


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Examples of Market IntelligencePreSale Inquiry Reason

customer did notchoose yourproduct

Price Issue

Features Require

Executives

BusinessComplaints

Areas ofcustomerdissatisfaction

Billing Error

MarketingComplaint

Price Complaint

Billing

Marketing

Product Mgt

Customer CareComplaints

Opportunities forimprovement incall center

Time in queueIVR Script

Call CenterManagement

Product/ServiceProblems

Opportunities forimprovement inproduct design

Specific problem

Product/Service

suggestion

ProductManagement


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Customer Care Values First Contact Resolution

Levels of Customer Satisfaction

Cost/Benefit

Integrity of Online Information

Percent of Customer Base ContactingCustomer Care

Timeliness of Customer Callbacks


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Customer Care Processes World-class customer care providers

empower their agents and realize

greater productivity by developingprocesses that ensure that every agentknows what is going on throughout thecompany in terms of marketing

initiatives, product or serviceenhancements, innovations, andchanges to company policy.


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Organizational Processes New Product Support

Disaster Recovery

Customer Satisfaction Analysis Facilities Management

Hiring

Partnerships and Service Agreements Agent Rewards and Recognition

Agent Scheduling


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Supportive Processes IVR and Agent Script Maintenance

Training

Customer Contact Handling Procedures

How to Instructions for New Products

Problem Solving Support for Products Database Administration


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Customer-Facing Processes Routing Calls to Appropriate Agents

Responding to E-Mail, Fax, Voice Mail, etc.

Customer Account Maintenance Resolve Presale Requests

Billing Inquiries

Handling Collections Handling Customer Complaints


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Systems Design Prior to the opening of a new call

center, process owners will be engaged

for several weeks or even monthsdesigning should be processes.

Designers and developers will define

what will and will not be included in theinitial rollout.


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Systems Integration It is not unusual for agents to have to

initiate several applications to resolve a

call, such as contact tracking,troubleshooting, online documentation,trouble ticketing, follow-up, billing, andordering.

Lack of integration will force the agent totype the same information in order topopulate the various fields.


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Contact Tracking Systems Includes customer information files,

contact history, trouble ticket

databases, and follow-up tools. Supports Computer-telephony

integration, logging of customer

contacts, retrieval of contact history,contact categorizations, and callbackcommitments.


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Information Retrieval Systems

Includes online documentation, storelocators, pricing analysis, customer

satisfaction matrixes, billing databases,and intelligent troubleshootingapplications.

Provides policies and procedures,customer instructions, online systemhelp, and computer-based training.


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Intelligent Troubleshooting Designed to assist the user in

identifying the resolution to a particular

problem by intelligently interactingwith a knowledge base triggered by oneor more user inputs.


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Online DocumentationAttempt to deploy a conglomeration of

user manuals, job aids, policies and

procedures, promotional fliers,organizational announcements, and allother customer care related information

into a comprehensive and consistentonline format.


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Knowledge Management Knowledge Engineers- Responsible for

formatting the information into a structure

that can be recognized by the troubleshootingsystem.

Documentation Engineers- Responsiblefor formatting the information into a structure

that can be recognized by the onlinedocumentation system.


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Order Processing System Collect Customer DataAccount history and previous payment methods.

Manage InventoryWhen order is placed you can provide productavailability and a date of shipment.

Cross-Sell/Up-SellKeeps customer from walking away without buying.

Track Sales Data and ListsFor instance, how much product are you sellingby source (catalog, ad, or special promotion)

Integrate with Sales-Cycle SoftwareIntegrate your order processingsoftware with existing sales software. This will help you develop controlled,targeted lists to keep the customers you have.

In-House DepartmentsShare information with shipping, accounting, andmarketing.

Telephone IntegrationDeliver computer screen information with call. ShippingKeep track of UPS, FedEx and other shippers.

Credit CardsInterface with credit card authorization systems.

Sales Tax- Assign sales tax bases on zip code or country.


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Dispatch System Software systems that automate the process

of responding to a customer call, creating atrouble ticket, assigning a field technician andlater noting when the problem was resolved.

Determines who needs to go to the sitebased on troubleshooting experience.

Indicates what is in customer contract. Tells technician what to bring to the job.

Calculates charges for the services.


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Workforce Management Systems Includes forecasting and

scheduling.

Supports customercontact forecasting,workforce requirements,and agent scheduling.


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CRM = Customer Relationship

Management In general, its the art and science of making

customers happy. In practice, it is software

that combines front-end customer interactionswith all the customer data lurking behind thescenes throughout the company. Also knownas CIS (Customer Information Systems)

A hybrid software combining help desk,customer support, sales force automation, andenterprise resource planning.


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Stages of Customer Service Triage Stage- Phone is Ringing. Somebody must

answer it at some point. When lots of phones ring,that means trouble.

Traditional- Call-Centering-As-Usual. Phones areringing. Get an ACD to route them, get the agents onthe phones and lets handle the volume. The goal iscost-containment.

Corporate AssetOptimistic view of looking at thecall center as a corporate asset with marketing valuerather than a cost center.

CustomizedEvery interaction is customized fromthe ground up. Service is the goal.


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Management Mandates Improve Service

Reduce Costs


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SLA = Service Level Agreement Defines Minimum

Acceptable Standard

80% of CallsAnswered in 20Seconds or Less

90% of Calls

Answered in 30Seconds or Less 74

76

78

80

82

8486

88

90

1st Qtr 2nd Qtr

SLA


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Call Center Measurements SL = Service Level (90%)

OCC = Occupancy (85%)

ATT = Average Talk Time (40-180 Sec)

ACWAfter-Call Work

Resolution on First Contact (85%)

Percent of Customer Base Calling (13%)

Total Cost per Call ($.$$)


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Sources Dawson, Keith. Call Center Handbook. New

York, New York: Telecom Books, 1999.

Cusack, Michael. Online Customer Care:Strategies for Call Center Excellence.Milwaukee, Wisconsin: Quality Press, 1998.

www.callcenternews.com

www.cisco.com

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Call Center Combined