World-Class Call Centers
Tutorial Series

Module 2 - Defining world-class call centers - part 2

The Call Center Learning Center is proud to present a tutorial series focused on defining world-class call centers. This four-part tutorial series will pull from Prosci's research-based toolkits and best practices reports.  Module 1 addressed the first component of a world-class call center as identified by Prosci's research.  This module focuses on the second component of what makes a world-class call center.  Module 3 will reveal what other factors to consider when building a world-class call center.  Module 4 will conclude the series with principles for leading the next generation of world-class call centers.
 

Defining world-class call centers

Prosci conducted a benchmarking and best practices study that identified how 240 call centers from over 50 countries defined the international standard of excellence of world-class call centers.  Participants overwhelmingly cited two attributes:

• Customer focus (covered in Module 1)
   
• Multiple contact channels

This module will take an in-depth look at the multiple contact channels component of world-class call centers.

Multiple contact channels

Customers expect to choose how they interact with you. Your service must be by their standards and by the media of their choice. Although crucial, telephone service cannot be the only media for customer contact in a world-class call center.  As one study participant stated, having multiple contact channels means having "the ability to access the customer and have them access you using all available technologies in a cost effective manner." 

Study participants identified five main components of multi-media call centers, including:

1. Phone (live agent)
   The traditional phone contact to a live agent is still the preferred method of contact for many customers.  The additional dynamics and variables involved in direct person-to-person phone contact must be carefully managed to provide excellent customer service and meet or exceed customer expectations.  Employees are the cornerstone to great service and must be enabled with the right tools, processes and information so that they are empowered to help the customer every time.
   
   Consider your current contact routing processes and how you get the customer to an appropriate agent for assistance. Look for opportunities for improvement there.  In addition, examine all details of how a phone call to your center will be handled to ensure that your customers are handled effectively and consistently.  Despite the increased popularity of IVR, email and Web-based self-service, many customers still expect to have the option of speaking to a knowledgeable live person if they choose to do so.  Don't neglect the importance of this channel - continue to train your agents on phone skills and customer service.
    
2. Email and text chat
   With email as a contact channel, customers are able to browse information at their convenience and request service 24 hours a day and 7 days a week from any location around the world.  As one Prosci study participant stated, "Email is a much more convenient method of contact for our clients.  Our clients can go to our Web site and email us from there if they have any questions or concerns."
   
   Email contact also gives agents time to research the responses to questions and improve the quality of the interaction.  Agent productivity is improved as well, as agents can handle multiple contacts at once, leading to an overall greater volume of contacts being handled.  Text chat is similar to email, but enables online real-time "conversations" between customers and agents to perform tasks or obtain information.  Prosci's research indicates that text chat is becoming more popular and widely-accepted by both customers and organizations.
    
3. Web site
   Most likely, your organization has a corporate Web site.  This site may provide customers with access to the contact center via email or text chat.  The Web can also be a useful tool for self-service that enables customers to get information and perform transactions without ever having to interact with an agent.
   
   The most useful Web sites allow customers to get information and perform transactions.  These interactions require access to both static and dynamic information.  Static information is generic and does not require access to databases, but includes general data, such as product descriptions, articles, white papers, frequently asked questions (FAQs) and forms.  Dynamic information is customer or product specific and requires backend integration to customer or product databases.  This type of information is used by agents to process orders for products or services, track order and delivery status, check inventory/availability of products or services, pay bills or transfer funds.
   
   Customers benefit from service options on the Web site because it gives them more choice and control for their contacts with your organization and offers convenient all-day/everyday access.  Your call center will benefit from Web self-service options through lower average cost per contact performance and a decrease in overall call center volume.
    
4. Fax
   With all of the technology options available to call centers today, fax may appear to be an outdated or unnecessary contact channel in world-class call centers.  The reality is that many customers still use fax as a contact channel.  Certain circumstances may require or encourage fax contacts, such as the need for a signature or the transmission of sensitive information that cannot be sent via email, the Web or over the phone.  Maintaining fax as a contact channel in your call center gives customers additional choice in their contact method. 
    
5. IVR self-service
   Interactive Voice Response or IVR (also called Voice Response Unit or VRU) is used by contact centers to route callers to the correct agents and to provide self-service.  Using an IVR, a caller can reach an extension, obtain information and perform transactions without assistance from an agent.  The easy access, choice, control and privacy provided by this self-service option make IVRs a useful tool that many callers have come to expect from call centers.
   
   In addition, Prosci research has found that the cost of IVR-handled contacts from customers is less than one-fifth (1/5) the cost of an agent-handled request, and one-third (1/3) the cost of handling an email.  Even if a caller just enters an account number or reviews some information and "bails out" to speak with a person for more details, they have shaved seconds or minutes off of your talk time.  Offering useful and user-friendly applications that allow callers to complete transactions will save you even more money. 

Special considerations

Multiple contact channels and offering customers the choice of how they interact with you bring to life the customer-focus component of world-class call centers.  With the technology and advanced systems available today, call centers are able to bring customer service to a new level.  Consider the following details to help your call center successfully attain multi-media world-class status:

1. Vendor selection
   Depending on the type and scope of the new technology you are looking to add to your call center, you will want to establish a core team of people from across the organization to participate in the vendor selection process.  Then determine your business and functional requirements and incorporate them into a Request for Proposal (RFP) format to be distributed to industry vendors. 
   
   When reviewing vendor proposals, remember that when you are selecting a technology vendor, you are entering into a partnership.  You will want to partner with someone who can deliver what they promise and will help you grow as your needs change.  The Call Center Planning and Design Toolkit includes RFP templates and guidelines to follow when selecting a new technology vendor.
    
2. Measurement considerations
   How you measure certain key performance indicators and set performance goals in your call center will be impacted by different contact channels.  For example, service level must be measured differently for email contact and phone contact.
   
   The Call Center Measurement Toolkit includes detailed guidelines for measuring 14 different call center KPIs, how to set goals, make specific improvements and special multi-media considerations.
    
3. Lessons learned and best practices
   Take note of lessons learned from other call centers in call center technology selection and implementation.  Their successes and failures can help you determine directions to take or mistakes to avoid. 
   
   Prosci's Call Center Best Practices Report - Technology Edition shares lessons learned about the most effective technology changes and their effect on customer satisfaction and call center efficiency.
    
4. Implementation
   Implementing a new call center technology can be a daunting task.  Be sure to consider the possible complications that may be found in certain contact channels.  For example:

• IVR self-service:  If the programming or script in your IVR menu are unclear or confusing, this will negatively affect customer experiences.  You will also want to ensure that your IVR system is compatible to integrate with your center's existing databases, systems and other computer applications.
   
• Web site: 83% of the participants in Prosci's most recent call center best practices study believe that the call center should be involved in the Web site, but only slightly more than half were actually included in this process.  Your call center should take an active role in the design, development and maintenance of the Web site as it relates to customer contact and support.

Still to come

In addition to customer focus and multiple contact channels, study participants cited several other factors that define a world-class call center.  Those additional factors will be revealed in the next module of this tutorial series.