IMS GHAZIABAD

(SESSION 2014-2016)

Managerial Communication Project
Report On

Role Of Call Centers In Effective Customer Service

Submitted to: Submitted By:
Mrs Anita Vivek Kesarwani(BM-014291)
Mrs Timira Shukla Yash Saraswat(BM-014293)
Srikant Dubey(BM-014295)
Anjali Singh(BM-014297)
Himanshu Mishra(BM-014299)


Acknowledgement
Every project big or small is successful largely due to the effort of a number of
wonderful people who have always given their valuable advice or lent a helping hand.
We sincerely appreciate the inspiration; support and guidance of all those people who
have been instrumental in making this project a success.
We, the students of IMS, GHAZIABAD, are extremely grateful to the college for
providing us such a wonderful opportunity of carrying out this project.
At this juncture we feel deeply honored in expressing my sincere thanks to Mrs. Anita
and Mrs. Timira Shukla maam for their critical advice and guidance without which
this project would not have been possible.

Thank You








Table of contents

1) Introduction
2) Importance of customer service in an organization
3) Call center industry in India
4) Effective customer communication in call centers
5) Effective communication a key to call center operations
6) Effective communication in customer service
7) Case Studies
a) Solution in Action: Xcel Energy
b) Snap comms: LASER UK
8) Conclusion
9) Bibliography










INTRODUCTION
What is a call center?
A call center or call center is a centralized office used for the purpose of receiving or transmitting a
large volume of requests by telephone. An inbound call center is operated by a company to
administer incoming product support or information inquiries from consumers. Outbound call centers
are operated for telemarketing, solicitation of charitable or political donations, debt collection and
market research. In addition to a call center, collective handling of letter, fax, live support software,
social media and e-mail at one location is known as a contact center.
A call center is operated through an extensive open workspace for call center agents, with work stations
that include a computer for each agent, a telephone set/headset connected to a telecom switch, and one
or more supervisor stations. It can be independently operated or networked with additional centers,
often linked to a corporate computer network, including mainframes, microcomputers and LANs.
Increasingly, the voice and data pathways into the center are linked through a set of new technologies
called computer telephony integration (CTI).
A contact center, also known as customer interaction center is a central point of any organization from
which all customer contacts are managed. Through contact centers, valuable information about
company are routed to appropriate people, contacts to be tracked and data to be gathered. It is generally
a part of companys customer relationship management (CRM). Today, customers contact companies
by telephone, email, online chat, fax, and instant message.

What is Customer service?
Definition : Customer service is how we meet the needs of the people who use
our services.
Customer service is the service provided to customers before, during and after purchasing and using
goods and services. Good customer service provides an experience that meets customer expectations. It
produces satisfied customers. Bad customer service can generate complaints. It can result in lost sales,
because consumers might take their business to a competitor.

Good customer service involves developing bonds with customers, hopefully leading to longterm
relationships. It creates advantages for both customers and the business alike. Customers benefit
because the business is providing a service that meets their needs. The business benefits because
satisfied customers are likely to be repeat customers. They will stay with the business. However, good
customer service is not easily achieved. It takes time to establish. It requires investment to deliver
consistent standards.









Importance of customer service in an
Organization

Customer service handles company issues in stores, over the phone and even by email. Companies that
produce highly technical products, such as software or satellite television, often have technical support
staffs to resolve problems. Customer service is important to an organization for a number of reasons.
Foremost, it would be difficult for a company to survive without customer service, as there would be no
one available to handle payments or answer questions from prospective customers.

Significance
Customer service is important to an organization because it is often the only contact a customer has
with a company. Customers are vital to an organization. Some customers spend hundreds and even
thousands of dollars per year with a company. Consequently, when they have a question or product
issue, they expect a company's customer service department to resolve their issues.


Identification
Customer service is also important to an organization because it can help differentiate a company from
it competitors, according to the article titled "The Importance of Customer Service" at Drew Stevens
Consulting website. For example, it may be difficult to tell the difference between two small-town drug
stores, especially if their prices are similar. Therefore, putting extra efforts into customer service may
be thing that gives one drug store a competitive advantage.


Function
A company with excellent customer service is more likely to get repeat business from customers.
Consequently, the company will benefit with greater sales and profits. Contrarily, companies with poor
customer service may lose customers, which will have a negative impact on business. It costs a lot more
money for a company to acquire a customer than to retain them, due to advertising costs and the
expense of sales calls. Therefore, the efforts that go into maintaining quality customer service can really
pay dividends over time.




Publicity
People that have a positive experience with a company's customer service department will likely tell
two or three others about their experience, according to Consumer Affairs website. Therefore, quality
customer service can be a source of promotion for organizations. Contrarily, a person who has a bad
customer service experience will likely tell between nine and 20 people.


Prevention/Solution
Customer service is important to an organization because of potential complaints. Consumers can file a
complaint with the Better Business Bureau, Consumer Affairs or even a class action attorney if they are
dissatisfied with a company's customer service. As long as a customer owns a product, they expect to be
able to service it. Otherwise, they have certain rights to sue the company, as consumers are protected by
the Federal Trade Commission.






























Call center industry in India

The call center industry has emerged as one of the fastest growing sectors in India. According to a
NASSCOM (2006) study, the IT enabled services business process outsourcing (BPO) industry
earned a revenue of US$5.2 billion in 2005. Call centers are most prominent among BPO firms.
Different kinds of back-office work such as handling customer enquiries related to credit card
transactions, reconciling accounts, and transcribing medical prescriptions are undertaken by BPO firms.
Indian call centers provide both inbound and outbound services. Generally, in inbound services, calls
originate at the customer's end whereas in outbound services call centers initiate contacts with
customers for specific purposes. Inbound call services involve handling customer calls for receiving
orders, making reservations, resolving customer complaints, and providing after sales service.
Outbound services involve direct selling activities, conducting marketing research surveys, and
managing public relations. The Indian call center industry is highly competitive. Shortage of workforce
with required skills and high-employee attrition are common features. Amidst cutthroat competition,
offering superior service quality and achieving high levels of customer satisfaction have become
strategic necessity for survival and growth of call center organizations.




Quality management in call centers


Most call centers in India have a separate quality control department for ensuring superior quality
performance. In the call center industry, quality control and performance evaluation are frequently done
on the basis of several operational measures which are also referred as key performance indicators
(KPI). All operational measures are recorded daily but analysis is generally done weekly or monthly.
Performance on operational measures is collected and recorded at individual level or sometimes at team
level. The required performance level in terms of these measures is governed by the service level
agreement (SLA) between call centers and their clients. It also varies based on the type of service
provided, inbound or outbound.




Frequently used operational measures are:


Average speed of answer (ASA): the average time taken to answer customer calls.

Abandonment rate: the ratio of number of calls abandoned by the customer prior to answer, to
number of calls made to the call center.

Total calls: the total number of calls made to the call center.

Longest delay: the maximum time taken either before answering a customer call or call abandoned by
a customer.







Average talk time: the total time the customer was connected to a call center agent.

Average work time after-call: the average time required to finish the work required to be done
immediately after an inbound call. This includes keying-in data, filling out forms, and making outbound
calls, if required.

Average handle time: the average time taken to handle per customer per agent.
In other words, it is the sum of average talk time and average work time after-call.

Service level: the ratio of number of calls answered within the agreed upon time interval and total calls
received.

Queue time: the total time the customer is in the telephone line before getting an answer.

First-call resolution: the percentage of customers who have satisfactory problem resolution on the
first call.

Percentage of calls blocked: the percentage of customers who receive number is busy message and
could not even enter in the call queue.

Calls per agent: This is the total number of calls handled per agent in a shift (usually of eight hours).

Adherence: the percentage of call center agents who are on their seats as scheduled.

Agent turnover: the percentage of agents who quit in a specified period of time. Besides, using
operational measures, call centers have systems for continuous monitoring of customer service agents
(CSA). During monitoring, calls are often evaluated on aspects like information provided, quality of
information, tone of voice, and enthusiasm of the agent.




Customer satisfaction and service quality


Customer satisfaction measurement practices vary significantly in Indian call centers. Many call centers
do not have an appropriate system for measuring satisfaction at customer or end-user level. While
captive call centers collect satisfaction-related data from customers, this is not done by most third party
call centers. Most commonly, overall satisfaction ratings using a single item scale is collected. Attribute
or dimension-wise satisfaction ratings are not available in many call centers. Generally top box
satisfaction is reported. Top box satisfaction indicates the proportion of callers who reported that they
were extremely satisfied (or whatever the highest score was on the scale) with the quality of the call.
Call centers use a five-point (or in some cases seven-point) scale for measuring customer satisfaction.
So the proportion of respondents giving
five out five (or seven out seven) in a scale will comprise top box satisfaction. Another way
of reporting customer satisfaction is through top two and bottom two figures.












What constitutes service quality of call centers?

For understanding what constitutes service quality offered by call centers, it is important to
understand the difference between service encounters occurring in call centers and other
conventional service organizations such as restaurants, banks and hospitals. In call centers, service
encounters are phone encounters that happen every time a customer interacts with call centers or a
company through call centers over telephone. This is different from face-to-face encounters that occur
between employees and customers in non-call center service firms. During face-to-face encounters
tangible factors such as physical appearance and dress of employees and characteristics of place where
encounters take place (e.g. air conditioning, ambience) affect service quality perceptions of customers.
In telephonic encounters, tangible factors do not contribute to service quality evaluations. Customers
play a less active role and verbal cues assume high importance. Because of these inherent
characteristics of telephonic encounters,interpersonal skills of call center agents directly affect service
quality. While tangibility
plays no or a lesser role, reliability, responsiveness, assurance and empathy affect service
quality perceptions. Although call centers use metrics comprising operational measures in their quality
evaluation system, many of these measures can potentially lead to poor service quality
perceptions by customers. For instance, standard measures such as average talk time and calls per agent
can actually restrict the agent's ability to answer customers' calls effectively. Agents feel frustrated
since these measures do not allow them to satisfactorily handle customers' queries. The measures only
indicate the efficiency level in call centers and could actually lead to unintended consequences such as
lost revenue and annoyed customers.



Superior service

Call center managers often overly rely on operational measures for evaluating the quality
of call center service. The criteria used by customers for quality assessment are different
from the ones used by managers. This results in a gap between perceptions of managers about service
quality offered and perceptions of customers about service quality received. Hence, it is imperative for
call center managers to develop a suitable system for systematic measurement of customers perceptions
of service quality. Emphasis needs to be given to attributes capturing quality of customer-agent
interactions. Using an instrument with items of reliability, assurance,
empathy, and responsiveness can be a first step to measure service quality. Managers should also be
aware that telephonic interactions with customers are devoid of the richness of face-to-face interactions.
During service delivery in call centers, agents play a critical role: their interpersonal skills and
motivation determine, to a large extent, excellence in service performance.
Therefore, recruiting employees with the required skill set and adopting suitable human
resources practices to keep employees happy and motivated are of paramount importance for superior
call center service.












Effective Customer Communication in
Call Centers
With more and more business being done over the telephone and the increasing use of 24 hour
professional call centers to handle customer enquiries, knowing how to communicate effectively both
face to face and on the telephone is vitally important. To help you get your message across clearly,
politely and efficiently recruitment experts Kelly Services highlight some common problems and
provides some techniques to put them right. This fact sheet brings you essential know-how on the
different ways you can polish up your communication.

Customer clout
We live in an era where the customer is king. Gone are the days when customers were thought of as an
interruption or that answering their queries was doing them a favour. Nowadays good customer service
provides an organisation with its competitive edge and customers expect to be dealt with professionally
and competently. Whether you are involved with customers on the telephone or deal with them direct,
the following common sense guidelines will help you to make the right impression and give your
customers what they are looking for.
Image wreckers
If you answer the telephone or if you greet visitors you need to beware of ruining professional images
with comments that often give the wrong impression such as:
They are still at lunch (they're taking a long break)
They are not in yet (they're late)
They have left already (they've slipped off early)
She's at the dentist (this is too personal)
He's just popped out (and does so all the time)
I don't know where he is (internal communication is bad)
They are tied up (they are too busy to talk to you)
It is far easier and much more professional to say: She's not available at the moment - may I get her to
call you back etc.
Top six telephone frustrations
Being cut off or put through to the wrong person
Being left hanging on with no explanation
Not knowing who you are talking to and if they can help
Being asked lots of questions
Not being given the chance to explain yourself
Being called at an inconvenient time


Service standards
Think about what is meant by good service. It involves many different qualities and will depend on the
circumstances involved but whatever business you are in, there are a number of basic good practices
which should be taken on board.

Be courteous
Identify yourself and listen without interrupting
Respond as necessary
Stop talking if interrupted
Give prompt service with the minimum of delay
Don't keep the caller hanging on the line without going back to them

Be friendly and helpful
Speak clearly and with a smile (yes, you can "hear" a smile!)
Be aware of how important your voice is in conveying a friendly personality
Be enthusiastic and show an interest
Be sincere in your attempts to help
Never lose your cool
If you promise to take certain action do it as agreed
Deal with any problems diplomatically

Learn to listen
Improving your listening skills can make a huge difference to your communication success - people
need to know that you fully understand their case.
Don't interrupt unnecessarily
Don't switch off half way through
Don't hurry people
Try putting yourself in the caller's place
Information
When you are recording or giving information remember that it must be precise and detailed.
Be clear and accurate
Make sure that any information you give is correct
Avoid jargon
Talk with confidence
Get the facts and record the information
Confirm your caller understands the information you have supplied
Answer questions if you can or offer to find out the information



Message taking
It is vital to collect all the relevant information when you are taking messages for other people. The
following checklist will help you to make sure you haven't forgotten anything.
Who the call is for
The date and time of the call
Name of caller and company
Their telephone/fax number
Reason for the call / is the call urgent?
A convenient time to return the call
Your name
Details of anything you have agreed with the caller

Handling problems and complaints
When you are handling difficult situations it is important to keep calm and not let your emotions get the
better of you. In many ways a complaint is an opportunity - the chance to show you can put things right.
A customer whose complaint is successfully resolved will have a strong sense of loyalty.
Try and establish some rapport with the caller
Use their name and recognise their importance
Let the person explain and listen carefully
Get all the facts and take notes
Direct the conversation away from emotion
Avoid defensive reactions
Try and develop a solution giving a time frame and your actions
Make a commitment to follow up
Get agreement to your solution
Thank the person for calling

Be positive
If you are in the front line of communication then it is vital that you have a positive attitude because it
is clearly reflected in both your voice and in the way you behave with others. Not only will a positive
approach make you feel good it will also get a positive response from others.
A well known business guru was recently asked what the three most important factors were for a
business to be successful. His reply was Communication, Communication and Communication.





Effective Communication:
-A Key to Call Center Operations

An element of any call center operation that can completely derail the entire workforce if not used
correctly is communication and not keeping all members of the call center on the same page can
prove extremely detrimental to the ongoing success of the organization.
A recent blog post written by Dr. David Butler (News - Alert) highlighted some key tips hat Butler has
seen in maintaining effective lines of communication in successful call centers over the past 15 years.
One of the cornerstones of a clear and concise communication plan is an open-door policy. I do not
mean the type of open door policy where one says, I have an open-door policy and then the door is
always closed. I mean a literal open-door policy where the door to the supervisor and the managers
offices are always open and available unless there is a private or confidential meeting taking place,
Butler stated.
When an employee feels comfortable discussing an issue or question they may have with upper
management, it will help the agent to continuously enhance their knowledge while simultaneously
being aware of what steps to take the next time a similar issue arises.
Knowing that the top persons door is open, as well as all of the other doors, is reassuring for the
agents in the call center. This lends a level of confidence in the management in the center and also holds
each manager accountable to their actions, Butler added.
In addition to an open-door policy, an effective communications plan will ensure that across an entire
organization everyone receives the information that is needed without delay, in a way in which doesnt
overwhelm them. In essence, this allows agents to receive key information right on their desktops,
cutting down significantly on the time it takes to get everyone in-the-know. This also works to drive
agents to talk with each other, without requiring management to get involved. This gives the agents a
chance to talk, like in the break room, with each other and enjoy the camaraderie that comes with
working in a large organization, Butler commented.
Without the correct model of communication in play, call center operations will have an extremely
tough time relaying messages and imperative information to those agents who connect the center to its
customers.








Effective Communication in Customer Service

Effective communication is a critical component of customer service for small organizations. Customer
service efforts are designed to ensure the prompt and efficient delivery of quality products and services
to customers, as well as the effective recovery from any service-related issues that may arise. In dealing
with customers, communication is essential, whether it is face-to-face, over the phone, via email or,
increasingly, through online channels.

Service Economy
According to the Bureau of Labor Statistics, customer service representatives held about 2.3 million
jobs in 2008, ranking among the largest occupations. These numbers are expected to grow by about 18
percent between 2008 and 2018, faster than any other occupation. Clearly customer service is becoming
a priority. In fact, just about every type of business has customer service staff. The median wage for
these types of positions, according to the BLS, is $14.36 per hour. The highest-paid 10 percent of those
in this type of role make $23.24 per hour.

Communication is Critical Skill
For those in customer service positions, strong communication and effective problem-solving skills are
must-haves. Call center representatives must be able to listen well and communicate effectively
verbally. Those who respond to customers via written channels must also have strong typing, spelling
and grammar skills and the ability to convey information effectively in an online environment.
Communication also comes into play when dealing with customers questions and complaints, a reality
of this type of work.

Customer Feedback Can Provide Direction
Effective communication in customer service requires a thorough understanding of the needs and
perspectives of customers--what is important to them and their expectations in terms of service, product
quality, communication and follow through. Many companies conduct surveys to determine what
customers expect and how well they are doing at meeting those expectations. This kind of overall
feedback can be helpful, but customer service employees also benefit from the one-on-one feedback
they receive from their interactions with customers.






Challenges
Communicating effectively in customer service situations can involve a number of challenges. Those in
these roles need ready access to up-to-date and reliable information about the company's products,
services and policies. They need to know what level of authority they have to meet customer demands
and resolve problems. Sometimes they are unable to satisfy customer requests due to company policies
and this can be a stressful part of the job. In addition, as customer service continues to be an important
aspect of just about every business, and as businesses become more competitive, consumers are coming
to expect ever higher levels of service that companies must be prepared to deliver.


Future
The future of customer service communication will increasingly take advantage of online and mobile
tools to streamline the communication process and provide options for customers to help themselves
through the use of online access to information about common questions, issues and concerns.
According to an article by Sarah Pierce in Entrepreneur magazine, the use of live chat and instant
messaging as communication tools to interact with customers has grown significantly since 2002, with
tools such as ChatStat and LivePerson providing businesses with effective means of interacting quickly,
easily and inexpensively with customers. The newest trend, says Pierce, is mobile search.













Case
Studies











Solution in Action: Xcel Energy
The following is an excerpt from a presentation planned for the International Avaya User Group
(IAUG) Global Education Conference held May 20-24, 2012. Xcel Energy was looking for a way to
reduce the costs and complexities associated with running their call center infrastructure and improve
their customer service. As a major U.S. electric and natural gas company, with annual revenues of
$10.3 billion, they wanted to ensure their 3.4 million electricity customers and 1.9 million natural gas
customers could always reach them for answers on their comprehensive portfolio of energy-related
products and services. While their existing solution made sure all calls were answered, they wanted to
do more.
Xcel Energy chose an Avaya SIP-based Contact Center solution, leveraging Avaya Aura
Session Manager, Avaya Voice Portal, Avaya Intelligent Customer Routing, Avaya Proactive Outreach
Manager, Avaya Aura Call Center Elite, and Avaya Call Management System for their new call center.
The Avaya Contact Center solution is capable of handling up to 1700
simultaneous calls with no agents logged, no calls waiting in queue, and an average handle time of 90
seconds for an outage call. If inbound calls exceed the 1700 call threshold, then calls automatically
transfer to their outsourced solution provider.

Since the solution was deployed in 2011, Xcel Energy has been able to:

Reduce Reliance on Third Party Service Providers
: They have been able
to negotiate a reduced expense from their service provider. They havent
needed to divert any calls to their outsource vendor and the solution was
able to handle their largest call volume event ever reported.

Improve Customer Service:
Customer satisfaction improved by
providing features such as upfront outage messaging as well as call
backs. During high volume periods they have been able to address the
needs of their customers.

Efficiently Use Resources More Efficiently:
The solution has helped to
reduce inbound traffic and stabilize call volumes. During outages their
agents receive 5% fewer calls and their contact centers have seen a 25%
reduction in repeat calls due to high wait times.

The benefits have included:
Cost Savings:
Reduced their third party outsourcer expenditures.

Enhanced Customer Experience:
With their new capabilities, they have
been able to quickly and effectively address customers questions and
concerns and improve customer satisfaction during outages due to
reduced wait times.

Investment Protection:
Xcel Energy increased the reuse of their
infrastructure to maximize existing investments and established a highly
adaptable foundation for future business needs.





Internal Communications in a Call Center



Customer Profile
LaSer UK is a leading provider of innovative credit and customer programs, operating
credit facilities for nationally recognized UK business partners in the retail, leisure and
affinity markets.
Internal Communications Situation
LaSer UK has a high percentage of call center staff who operate without email. Alternatives
to email needed to be found to communicate effectively with call center staff.
Call Center Communications Channels:
Screensaver Messages
Pop up Staff Surveys
Desktop News Feeds
Desktop Alert Messages
Featuring:
Message targeting
Message recurrence
Easy to use templates
Message click-through
Content scheduling
Content expiry
The SnapComms call center communications channelshelp us ensure cut through for
important messages, aswell as provide compelling ways to communicate other types o
information.


LaSer UKs Internal Communications Objectives: Alternatives to
email for call center staff.

A significant percentage of LaSer UKs staff are based in call centers and do not have
access to email. Prior to the use of the SnapComms communications channels, internal
communications consisted of supervisors dropping photocopied information onto
employees desks and using team meetings for information updates. Internal
communications were paper based, time consuming and resource heavy. Effective
alternatives to email and paper based internal communications were required.

Fast message cut through for urgent messages.
There were no effective and fast call center communications channels for urgent
messages such as system outage notifications, business announcements and fraud
alerts.
Communications channels to raise awareness without interruption.
LaSer UK were looking for channels to communicate less urgent messages to call
center staff in ways that didnt interrupt them whilst they were on calls.
Targeted internal communications.
LaSer UK employ a range of staff types in different locations (Belfast, Solihull and
remote workers). It was important to be able to target internal communications to
particular staff groupings.
Increased leadership communications.

The internal communications team wanted to find new and effective channels for
leadership communication.

Increased employee feedback channels.
Other than a 2 year staff survey and a paper based feedback scheme LaSer UK had
limited channels for employee feedback. LaSer UKwanted to implement a staff
feedback system that provided quick snap shots of the business and gave
employeesthe means to provide more regular feedback
Interactive Screensaver Messages
LaSer UK is able to use screensaver messages to raise employee awareness of
important initiatives and campaigns in a way that is not intrusive but is noticed when
staff are in downtime. Screensaver messaging examples include:
Promoting organizational values
Delivering reminders, e.g. wash hands to avoid spreading Swine flu
Promoting campaigns and events, e.g. Fitness Focus and National Customer
Service Week

Screensaver messages for call center communication


Pop Up Staff Survey Tool

The Staff Survey tool provides the means for LaSer UK to measure employee
engagement, gather quick snap shots of specific areas of the business and to gather
more regular feedback from staff.

LaSer UK has been able to involve employees by asking for their views and
preferences across a range of business areas and the effectiveness of internal events
can be measured via staff feedback.




LaSer UK has also been able to implement a Straight to the Top initiative allowing
staff to provide ideas and suggestions to the CEO. The CEOs responses are then
subsequently delivered directly to employees computer screens.





Staff feedback scheme via the Staff Survey tool

Vote for your favorite charity via the Staff Survey tool


Desktop Alert Messages
The Desktop Alert tool allows urgent messages to be pushed to targeted call center
staff. Customizable recurrence options allow staff to defer reading messages a
specified number of times (or to allow it to fade away and reappear later) if they are on
a call.
Desktop alert examples for call center communications include:
Important information updates
Process changes
System outage and update notifications
Change communications
Financial results and business performance updates
Compliance communications (e.g. policy communication)
Emergency communications


Desktop News Feeds
Scrolling desktop news feeds provide LaSer UK with an alternative channel for
lower priority call center communications such as:
Tips of the day
Special staff promotions
Event reminders

Conclusions
The SnapComms call center communications channels have provided LaSer UK
with an effective alternative to email for call center employees.
Message recurrence options ensure that messages are eventually read if
employees are busy and the SnapComms call center communications system
provides full reporting of message cut through.
Internal communications can be targeted to specific groups of staff depending on
their needs and delegated administration authorities allow multiple administrators
from different parts of the business to deliver communications to call center staff
which helps to remove bottle necks from the internal communications process.
Supervisors have been freed up from providing basic information updates to their
teams and can now focus their time on their core responsibilities as well as
providing deeper context for their teams around key internal communications.








Conclusion
The main focus of a quality call center is to provide excellent customer care to
retain clients. There are many different aspects of running a quality customer
service call center, none more important than any other... From people to
equipment, there are many things to think about.
Call centers spend millions of dollars on technical and soft skills training annually.
They also face challenges in recruiting and retaining high-quality call center
representatives in this highly competitive field. Over the past few years, the call
center industry has grown dramatically. For many consumer-oriented businesses, it has
become one of the primary channels for customer service activities. As a result, call
center managers are always looking for new ways to increase rep effectiveness in order
to meet customer satisfaction performance targets, while keeping reps satisfied in their
job.
Ask managers of inbound call centers what their key success measure is, and most will
say customer satisfaction. In fact, customer satisfaction plays a vital role, not just in
keeping customers but also in attracting new customers through positive word-of-mouth
referrals. For call centers, keeping customers satisfied means not only fielding orders,
billing inquiries, and new account applications but also resolving issues and complaints
quickly and efficiently. Nearly three-quarters of customers say they will return if
complaints are resolved quickly, according to a study by Stone (1999)










BIBLIOGRAPHY