An increasing number of companies are implementing call centres to enhance the efficiency of their operations and offer a higher level of customer service to set them apart from their competitors. However, many companies don`t realise how important connectivity or seamless integration with their `back office` infrastructure is, and therefore don`t reap the true rewards of implementing their call centre.
This is the view of Mark Ehmke, managing director of Staffware SA, and Country Chapter Chair for The Workflow Management Coalition (WfMC). Ehmke says, "Central to the success of any call centre operation is to ensure that all points of contact with every customer is handled with consistent quality. This means that the call centre needs to be supported by, and connected to, all areas of the organisational infrastructure as well as any external delivery channels."
"To attain this level of connectivity and communication, the call centre technology must be combined with other, `back office` systems and existing applications, so that appropriate information can be retrieved and updated with each new customer enquiry," he adds.
Ehmke explains this is where Workflow fits in. Workflow provides the seamless interface between the call centre and all areas of the system architecture. This enables operators to access business intelligence on existing accounts in order to build a clear picture of the customer, and also to ensure that the most appropriate services are offered to potential new customers.
"Apart from creating this invisible bridge between the different areas of the system, Workflow can also manage procedures, automatically routing specific tasks to the appropriate person in the right part of the operational structure. Through the automation of these processes, staff are free to concentrate on the task at hand and trust the Workflow system to direct account information through to the next step in the internal communications chain," he says.
By introducing a Workflow element to the call center Ehmke says that results in the call centre become a proactive, rather than merely reactive, resource which can streamline and improve the overall efficiency and service quality in all areas of the organisation.
"The introduction of Workflow ensures that the call centre operator can genuinely fulfil the role of `single point-of-contact` by enabling them to access and interact with information from any part of the system, as well as automatically drive the process through to completion," he adds.
"The powerful combination of Computer Telephone Integration (CTI), its related technologies and Workflow optimises the benefits of the call centre resource, providing an interface with the entire organisation and unlimited scope for development."
He explains that the aim of CTI is to promote faster call response times, eliminate the need for time-consuming file searches or call-backs, reduce on-hold waiting times, and provide a greater range of telephone-based services through a single point-of-contact. Where Workflow can add additional value to the CTI application is at key milestones within the automated procedure, with audit information for each case, which is placed into a logical location on the system and used to update call history logs.
The integration of Workflow with call centre technology offers the following specific benefits:
Less post-call work or `wrap-up` time, due to the direct automated transfer of data to the back office systems
Greater operator confidence in correctly responding to caller requests and setting caller expectations
The ability for operators to deal with even the most complex enquiry via the provision of access to relevant data and systems
Reduced numbers of calls, through the effective handling of customer demands
Improved customer service and greater freedom for operators to develop new business
Generally enhanced call centre proactiveness.
Reduced recruitment and training costs for operational staff due to improved systems infrastructure
Increased job satisfaction for the operating staff, greater opportunities for development and a subsequent reduction in staff turnover.
Staffware will be launching its eCRM solution to the South African market early next year. Companies will be able to buy a workflow CRM plug in which will work with their existing CRM solution. In addition, Staffware will be launching its full eCRM solution which includes workflow and CRM in one software package.
For more information call Staffware South Africa on (011) 467-1440
Share
Editorial contacts