Making the right call

The original call centre has evolved into a contact centre where interaction takes place via a variety of modern communication channels, such as the telephone - both landline and mobile - voicemail, fax, e-mail, Internet and Web chat.

There is no `one size fits all` solution when it comes to contact centre technology because every business is different.

Deon Scheepers, Technology Solutions Director, Atio.

As more communication channels become available, the contact centre will become ever more important to the successful enterprise. Most successful customer relationship management initiatives also rely heavily on it as the main contact point with customers. It is therefore imperative that before investing in a contact centre, the customer considers the real business value-add and purpose thereof, and whether the contact centre will be able to cope with growth and changes, and adapt to new technology and communication developments.

The following questions are those asked most often during the investigation phase or during an upgrade of an existing contact centre:

• Will the contact centre add any value to the business and to customers? Before implementing a contact centre it is crucial to understand its purpose. You need first to identify clearly the reasons for installation, analyse the requirements of the customers and identify the areas of benefit.

• What is the expected return on investment? It is necessary to understand in consultation with the customer what is expected from the contact centre. This can be measured in terms of increased sales, higher margins, better fault resolution and various other measurable criteria.

• How is the contact centre integrated into existing business and technology environments? An effective contact centre requires that interfaces with existing technology environments such as customer databases, financial systems and delivery channels be fully integrated. The contact centre supplier must be able to interface with the client`s legacy systems and accommodate existing business processes into the contact centre environment.

• What contact centre components are important now, and what can be installed at a later stage? Analyse the requirements of your company`s customers and understand the purpose of the contact centre. Decide what is currently important to your business and your customers, and ensure that the vendor and solution you choose can offer a migration path via which the contact centre can cope with future growth.

• How will the contact centre affect the staff? What type of training will be required? Existing agents who are very competent at voice communication might need training to respond to, for instance, e-mail and Web-chat. But it`s not only training that needs attention.

A recent Markinor survey on the commitment of call centre agents in SA shows that 25% are ready to leave their current employer if a better opportunity arises. In this survey a staggering 85% of the agents interviewed rated employee focus at the same level of importance as customer focus, but one-third of the same sample felt that customer and employee focus in their organisations are low.

The survey points out that employee commitment is very different from employee satisfaction. An employee may be satisfied merely because they have a job and get paid every month. The survey shows that around 60% of call centre agents leave their jobs after two years. Commitment to the company and the success of the company is one of the main reasons an agent stays with an employer.

Agents are more loyal when a company interacts with them regularly and when they feel that the company is people focused. Perceptions of company fairness and care, as well as having the right resources to do the job, rate highly in contributing to the employee`s attitude and behaviour, and ultimately to the success of the business.

* How can the contact centre help increase productivity and increase business revenue? Understand the business value of the contact centre and determine productivity and revenue improvement goals directly relevant to the contact centre. Measure success according to pre-determined goals and objectives.

* Will the contact centre provide statistics, reports and information to help manage customer interactions and call centre staff/agents better? Ensure that the contact centre solution chosen provides the necessary statistics, reports and information to add value. For example, reports can show that certain agents require additional training in specific areas. They can also be used for agent incentive campaigns, measuring not only the volume of calls taken, but also the outcome and resolution of those calls.

The ideal contact centre meets customer needs and demands. There is no `one size fits all` solution when it comes to contact centre technology because every business is different.

The contact centre should enable the agents to be more productive. Empower your agents by providing them with easy access to all relevant customer information, ensuring faster, more accurate and consistent service. Ensure that the contact centre is integrated easily with the rest of the business and its existing technology infrastructure. Lastly, ensure that solutions are installed fast - typically in weeks, rather than months.