From the Call Center Learning Center

"Best in Class" Tutorial Series
Attribute 3: Call Center Technology

Receive free 2007 Best Practices data in this tutorial.
What defines a "best in class" call center?

Centerserve conducted a benchmarking and best practices study with 250 call centers from over 50 countries. As described in our Benchmarks in Call Center Operations report, "best in class" call centers are characterized by five prominent attributes.  These attributes are: a skilled workforce, strategy, new technologies, management practices and quality monitoring.

In previous tutorials from this series we explored two of five "best in class" call center attributes: skilled workforce and strategy. This week Centerserve will continue to take your call center to the next level by focusing on technology. 

What are the five common attributes of a "best in class" call center?

1 Skilled workforce A well-trained, motivated and seasoned workforce with ongoing training to continually build business knowledge and customer service expertise. Also important in establishing best-in-class status is developing long-term relationships with customers- skilled agents build trust and loyalty.
2 Strategy A service-oriented and forward-thinking company that is open-minded, proactive and accepting of change. Additionally, communicating a consistent, clear and focused strategy in the call center establishes a company as a recognized industry leader.
3 New technologies Cutting-edge technologies including web self-service and multi-channel tools provide customers with choices and ease of access. Advanced technologies result in streamlined call handling which reduces call times and costs and improves customer satisfaction.
4 Management practices  A mature and flexible management team that promotes trust and develops motivated and empowered teams is key to a satisfied workforce and customer base. Good management also supports situational (crisis) management as well as long-term strategic and operational planning.
5 Quality monitoring Promoting a balance between quality and quantity in call centers, call monitoring focuses on improving agent performance and customer satisfaction. Actively monitoring calls and regularly coaching agents to achieve better call outcomes are key attributes for the best call centers.

What are common elements in "best in class" call center technology?

"Best in class" call center technology includes:
  • Web self-service and multi-channel tools
  • Providing customers with choices and ease of access
  • Streamlined call handling aimed to reduce call times and costs and improve customer satisfaction

How can I build these elements in my call center?

Action Step:
Develop "best in class" technology
Purpose: Blend one or more of the "best in class" technology components with the features of a technology architecture plan.
Uses of technology architecture plan:
  • Unify technology approach understood by all business and technology staff
  • Uncover technology roadblocks for meeting best in class standards
  • Provide a clear roadmap for implementation
  • Identify each technology element and media
Viewpoints to consider: First call center vs. additions to existing network of centers within your organization
Steps to take:
There are two key steps in developing a technology architecture plan:
  1. Preparation
  2. High-level design
 The Process: Preparation – This process entails gathering resources and building knowledge. The steps include:
 
  • Technology Plan – Define the objectives and overall timeline. Define parameters of project (e.g., scope, budget, timeline). The contact center strategy is a key input to the plan.
  • Assumptions – Define key assumptions with all team members (e.g., what existing technology platforms or vendors will be leveraged; will you use leading edge technologies or tried and true approaches; will you operate as a standalone center, or integrated with other centers). Define what carries the most weight in the project (e.g., costs, customer service improvements, efficiency gains, reliability, manageability).
  • Education – Understand what is available and possible through researching technologies, attending conferences and visiting best in class contact centers.

Develop a High Level Design – Once the preparation work is done, the team will design the technology architecture. Note that some of these steps may not fully apply to organizations that have existing call centers. For instance, part of the architectural strategy may consist of duplicating what works in other centers and applying new components.

  • Identify Design Principles – These are the principles that guide you in evaluating and choosing technology (e.g., buy versus build applications). Your business and technology assumptions will help to define design principles.
  • Develop the Technology Architecture– Develop a technology framework within the context of your requirements, assumptions, and design principles. This will define key technology elements, their basic architecture and interfaces, and the core functions they will provide.
  • Develop an Implementation Plan – This is a high level plan that includes: 1) what you intend to do, 2) how you are going to do it and 3) how long it will take. It includes major milestones, prioritization and plans for phasing in technology elements. It identifies critical success factors (e.g., additional support resources, training) for the project.
 

 "Best in class" technology includes:
  • Web self-service and multi-channel tools
  • Providing customers with choices and ease of access
  • Streamlined call handling aimed to reduce call times and costs and improve customer satisfaction
How does your call center measure up to the competition?
According to Centerserve's 2007 best practices report: Benchmarks in Call Center Operations, the largest changes made in 250 surveyed call centers was technology additions and updates.

Technology additions or updates. Specific changes included phone systems upgrades such as ACD, IVR or VOIP. The use of workforce management tools and CRM allowed call centers to improve their scheduling and call handling, respectively, to improve customer service.

In the same report, participants reported technology changes and updates as having the greatest impact on revenue.

 



Don't reinvent the wheel!

The Planning and Design toolkit is Centerserve's leading product because it can be used to design a new call center or redesign a current call center to be "best in class".  Nearly 100 pages devoted to best in class technology. Download the Introduction to the Planning and Design toolkit now!
 

 

 

Download excerpts from the
 2007 Best Practices Report:
Benchmarks in Call Center Operations

Next week: Attribute 4- Best in class call center management


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