Technological innovation has been highlighted as a key driver in the development of the contact centre, according to the 2006 Merchants Global Contact Centre Benchmarking Report. By using technology tools that empower agents and motivate a shift in behaviour, contact centres will succeed in improving customer service levels.
The contact centre today is a fine balance between people, processes and technology, and how these interact with each other to bring about a flawless customer experience. Increasingly, usage of new technology such as biometric identification, speech recognition technology as well as the widespread adoption of Internet Protocol (IP)-based telephony systems is contributing to improved agent productivity and service levels.
Reducing costs and improving customer service are the two main challenges facing contact centres in SA. Technology is providing opportunities for organisations to achieve and meet these challenges.
Migration to IP
The contact centre today is a fine balance between people, processes and technology.
Siva Pather, business solutions architect, Dimension Data Customer Interactive Solutions
New generation technology, specifically in the form of IP telephony, has now matured to a level where there is no hesitation regarding its deployment into new contact centre projects.
In fact, the 2006 Merchants Global Contact Centre Benchmarking Report identifies the transition to IP-based telephony systems as a prevailing trend in contact centres. Almost half of all respondents in the sample indicated they have a hybrid or pure IP-based telephony solution. Equally encouraging is the fact that all respondents planning to install an ACD or PBX telephony solution intended to do this using an IP-based telephony solution. Given that most PBX vendors have made public their intentions to migrate to IP-based solutions, we can expect this trend to continue.
By migrating to an IP-based telephony solution, a contact centre will realise significant benefits. This includes improved infrastructure cost management. Voice over IP (VOIP) technology ensures cost reduction as a contact centre can now merge voice and data networks. It also guarantees predictable service costs as the monthly service fee is an operational expense allowing for accurate budgeting. Plus it ensures a reduction in trunk call charges. In other words, calls transferred between buildings are now routed via a VOIP network and no longer rely on Telkom lines.
Expanding flexibility
Furthermore, an IP-based telephony solution allows for more efficient and effective use of the most expensive contact centre resource: contact centre agents. To elaborate, an IP-based telephony solution provides a solid base for self-service technologies, which enable customers to help themselves. This in turn provides a contact centre with the freedom to re-deploy skilled personnel to other, more strategic areas of the business.
A further benefit of IP-based telephony solutions is the location independence. Contact centres are no longer bound by four walls in terms of where an agent is situated. Agents can work from any location, including home, using an IP solution.
However, most importantly, an IP-based telephony solution is sure to result in improved customer service. In the past, contact centre strategies were largely cost-driven, while focus on customer satisfaction and quality of service was almost non-existent. Yet in the past year, there has been a fundamental shift in the strategies highlighted by contact centres, with a definite move towards customer satisfaction.
Increasing demand
The 2006 Merchants Global Contact Centre Benchmarking Report indicates contact centres across the world are realising that loyal customers and customer satisfaction levels have commercial implications and the majority are now including customer satisfaction as part of their strategy.
In addition, some contact centres have adopted particular initiatives to improve customer experience such as single number strategies, customer identification and personalisation of services. Early indications of the outcomes of this approach include positive changes in the key operational performance metrics of speed to answer and first call resolution rates.
This customer approach has enabled contact centres to sustain customer satisfaction at 82%. While satisfying, there is room for improvement and contact centres need to sustain their efforts to ensure customer satisfaction remains a priority in their environment.
In the wake of migrating to a more customer-centric strategy, most contact centres now have or are in the process of putting service level agreements in place. An IPT-based telephony solution guarantees service delivery as the managed service for IPT is underwritten by service level agreements.
In conclusion, the urge to converge has been an emerging trend for many years. But with the maturity and stability of IP technology, converged infrastructures will become more firmly entrenched in the contact centre. I believe with the talk of deregulation in SA, we can expect a similar trend on our shores.
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