E.tv has implemented a state-of-the-art call-centre, installed by Grintek Telecom as a means of building lasting, friendly relations with their viewers.
Jezreel Manuel, manager of E.tv`s call centre, explains that in terms of the IBA`s requirements, a forum of some sort had to be established to enable viewers to let E.tv know if they were unhappy with anything the channel was doing. However, Manuel says the vast majority of calls are extremely positive, and are usually requests for more information such as the channel`s future plans, programming changes, schedule updates and programme content.
"This response from our viewers has encouraged us to create a far broader strategy regarding the call centre, treating it as a business unit that can provide valuable input to help improve our service. We now intend using it as an information gathering centre to learn more about our viewers` tastes and preferences in order to provide them with what they want and to build positive relationships with them."
The snag, explains Manuel, was that their existing call centre infrastructure only had 2 ISDN primary rates with a maximum of 60 lines, which was hopelessly inadequate. He also realised that for the future needs of the station a far more powerful system was needed with the ability to upgrade and expand while incurring the least possible cost.
Cost was a critical factor for us, but even more so were our business plans regarding reducing monthly costs, providing security functions, least-cost routing between our Cape Town and Johannesburg offices, Tele-Passport and fax servers.
"We also needed to look to the future when we will be introducing advanced technologies such as video conferencing and voice over IP. We also did not want to be locked into a system based solely on 'soft` switches where we would lose all our communications if the system went down. That was when Grintek Telecom came into the picture. They provide the Nortel Networks Meridian system, which has a large market share globally and is a very robust system."
Manuel continues, "The Meridian system can integrate with technologies such as soft switches and predictive diallers if one chooses, and it has more than enough power for future expandability. We visited reference sites already using the system and have no doubt that we have made the right choice. When I met with Grintek for the first time, I was a little wary, having previously had bad experience with other service providers. So Grintek only had one chance to make a good first impression.
"That is exactly what they did. Without being arrogant, they were professional and confident about their product. In addition they were prepared to work with us where we needed a degree of flexibility from them and they were helpful and co-operative during the planning phase, which is the way I envisage a working relationship. Many companies are too dictatorial and try to take control by excluding the client from the design phase."
Alan Scully, Grintek Telecom`s Regional Sales Manager for Cape Town, believes that E.tv`s call-centre technology gives the channel a significant high-tech advantage over their competitors. "They are already starting to implement impressive customer relationship management packages. The unified voice messaging and real-time statistics monitoring we provided are powerful tools that will enable E.tv to conduct effective pro-active marketing campaigns in the near future.
Scully adds, "It is very encouraging to partner an organisation as pro-active and forward thinking as E.tv. They are genuinely committed to using the best technology available to ensure their service to their viewers is beyond reproach. They have even opted for a 083 number as the entry number into the call centre, making it as convenient as possible for callers to dial in. To contact E.tv`s call centre from anywhere in South Africa one only has to dial 083-133."
Jezreel Manuel concludes by saying, "I am satisfied that we can rely on Grintek as true partners to provide us with the best products and expertise while at the same time looking after E.tv`s best present and future interests."
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