The call centre implementation process
begins with the definition of the service,
in which the following are identified:
 
service objects and operational formulas, along with an assessment
of the associated demand,
the
support and management processes involved in each contact and activity
evaluation.
Once the service is defined centre design is broached on the basis
of:
the
operating model,
the
support, management and evaluation processed identified,
the
technological enviroment and infrastructure required,
the
organisational model,
human
resource policy.
Centre implementation translates
into:
selection
and implementation of the technological platform and infrastructure
needed,
implementation
of the organisational model designed,
implementation
of the service defined.
Successful establishment of the call centre is contingent upon its
integration in the corporate structure, which in turn depends on a
series of crucial points:
recognition
of the specificity of the processes
taking place in the centre,
maintenance
of a comprehensive vision of customer
relationships: each call is a milestone in the organisation's
relationships with its clients,
choice
of a correctly dimensioned technological
plataform,
adapted
to the functional and technical requirements defined by the service
and comprising reliable systems with integration and growth capacities,
growth
by stages paced and ajusted to
the organisation's investment agenda,
fluid
information exchange with other areas of the organisation,
matched
to and co-ordinated with the organisaton's commercial structure.
As far as technology is concerned, special attention should be lent
to new technologies such as:
CTI
(computer telephony integration)
whereby the information associated with the contact and available
in communications systems (caller number, number dialled, information
gathered in the support process etc.) is made available to the information
systems so it can be handled jointly and in a co-ordinated fashion
with the rest of the information on the customer. Such integration
is requisite to the implementation of functions such as: automatic
caller identification, simultaneous display of their details on the
screen, voice and data transfer between agents, automatic dialling,
enhanced possibilities in call control logic, availability of telephone
functions in the IT terminal, integration of business statistics and
call-related activity, .
IVR
systems that automate simple
contacts or part of the processes to be conducted when a contact is
made (customer and service identification, provision of information
requested, ...) can be automated by using menus and voice tone recognition
with different applications to provide the information needed. Such
systems can act as virtual operators and even, with CTI functionality,
transfer voice and data between operators and IVR.
Incorporation
of the Internet as a new channel
to contact the centre. When an organisation's web server is accessed,
contact with the centre can be prompted in the form of instantaneous
or planned call-backs by filling in simple forms; more direct access
to the centre is possible for users with multi-media PCs, who can
transmit voice and data simultaneously over the Internet with no need
for an actual telephone at all. Internet access can also be enabled
by merely adding the appropriate interface that enables the existing
IVR applications (WebIVR) to navigate on HTML pages.
Contact management applications
which, with graphic and intuitive interfaces, provide operators with
the systems needed (marketing, service provision, orders, billing,
customer support, incident management...) in the format required to
solve the information processing needs generated in each contact. |
