m
 


 m

 


 INTRODUCTION
— Successful CRM implementation will allow your
Customer Service, sales and marketing people
and anyone else in your organization to have a
holistic view of each and everyone of your
customers.
— Service organizations are evolving to
accommodate rapidly changing customer·s
requirements, increased competitive pressure
and business imperatives to do more with less.
Technology is a key enabler to meet these
demands.
— The technology deployed has to be in line with
strategic objective of the organization. ½
 CONTACT CENTER TECHNOLOGY
Interactive Voice Response (IVR)

— Interactive Voice Response, IVR for short, is a

software application that allows a telephone
caller to select options (pre-recorded voice
prompts) from a voice menu.
— Interactive Voice Response Systems are available
24 hours a day, seven days a week, so callers can
access them anywhere, anytime.


A TYPICAL CALL FLOW FOR IVR

G
— IVR Platforms
— IVR Applications

— Back-end servers

— Telephony Infrastructure

— IVR Experts

— Pros and Cons

— Locating

— Surveying

è

— Order Processing
— Outbound Applications

— Call Transfer

— After Hours Messages

— On Hold Messaging

— Voice Mail

— Caller ID

— Reporting


 CONSIDERATIONS FOR AN
ORGANIZATION WHILE MAKING AN
IVR BUYING DECISION

— Hosted version j
Installed version

— Capacity/Scalability

— Specialty

— Demo

— Integration/Implementation

— Training and Support

— Quality of Web Site

— DTMF IVR and Speech recognition IVR systems

‰
— Benefits of Automation of Inbound calls
— Reduced Costs, Increased ROI

— Flexibility & Compatibility

— Customer Satisfaction

— Added Security

— IVR utilizations for Business to customer (B2C)

applications

 
 SPEECH RECOGNITION FOR CUSTOMER
SERVICE

— Speech recognition is often used in call centers to

improve customer service operations. It is
specially used for self service environment.
Speech recognition allows computers to recognize
natural human voice and translate it into text or
actions based on flow of the call.
— Speech is most recognized for its role in contact
centers where the technology has proven to
dramatically increase automation rates and
improve the customer experience.


KEY ENTERPRISE BENEFITS OF SPEECH ACCESS
AND VOICE AUTOMATION ARE:

— Customer satisfaction
— Cost savings

— Improved Productivity

— Revenue generation


KEY CONSIDERATIONS FOR DEPLOYING SPEECH
RECOGNITION:

— The organizations must evaluate various options

available to them and determine which
applications will deliver the greatest customer
and business benefit and select specific metrics
for success.
— The organization must investigate on design and
development and deployment alternatives.
— The organizations must determine which
standards help maximize the use of existing IT
and call center investments.

½
— The organization should be very clear with their
customer communication policy. Accordingly a
technology platform can be determined for
deployment.
— Select a vendor with a strong ecosystem of expert
partners and proven leadership and experience in
integrating voice and speech communications
technology.


 COMPUTER TELEPHONY INTEGRATION (CTI)

— Computer telephony integration enables

integration of previously disparate systems to
enhance the customer experience and improve
operational efficiencies.
— CTI links up your computers and telephones to
handle all your voice, fax, and data traffic.

G
 HOW CTI APPLICATIONS CAN ENHANCE
THE INBOUND AGENT·S EFFICIENCY?

— Screen pops in which caller information and

associated files can be given to agent along with
the telephone call.
— Intelligent transfer of data to another agent or
supervisor along with the caller·s detail on
desktop.
— Using live, recorded voice, or touch-tone entered
input, determine how to process a call.
— Intelligent routing which help the caller by
routing the call to an agent as per predefined
routing logic like skill based, language based,
è
product or zone time based.
— Manage voice or video conferences.
— Desktop telephony features, such as login and
logout, workstation changes, statistics on an
agents etc.
— Receive fax messages and route them to
appropriate fax machines.
— For outbound calling such as telemarketing,
predial callers.


 THE BENEFITS OF COMPUTER TELEPHONY
INTEGRATION CAN INCLUDE:

— Improved customer service

— Greater efficiency

— Flexibility

— CTI Solutions

— Basic solutions

— Advanced solutions


 AUTOMATIC CALL DISTRIBUTION (ACD)

— ACD systems are the heart of inbound call

centers. They are call routing utilities for
incoming calls and can route the calls to the
available agent. Basic ACD distributes the
telephone calls on a first come, first served basis.
The system answers each call immediately and, if
necessary, holds it in a queue until it can be
directed to the next available call center agent.
When an agent becomes free, he or she services
the first caller in the queue.

‰
 MAJOR HIGHLIGHTS OF ACD SYSTEM
— Evenly distributes a large volume of calls to a group of
telephone agents.
— A designated ACD Supervisor has the ability to monitor
calls to ensure that callers are getting accurate
information.
— Calls are routed to the agent who has been idle longest.
— If all agents are busy, calls are stacked in a queue to wait
for the next available agent.
— If the queue becomes too full, additional calls are routed to
a designated network treatment.
— After hours, calls can be routed to a Night Service
destination, usually a voice mail message.
— Best suited to departments receiving requests of a  
repetitive nature or frequent calls addressing common
question.
MAJOR COMPONENTS OF AN ACD SYSTEM
— Call processing features
— Agent features

— Supervisor features

½
 METHODS OF CALL DISTRIBUTION

— Direct Department Calling

— Uniform Call Distribution

— Expert Agent Distribution

½
 KEY CALL HANDLING FEATURES OF AN
ACD
— Call Hold
— Call Transfer

— Call Forward

— Three-Way Calling

— Station Hunting

— Call Pickup Group

— Call Park

— Camp-On with Callback

½½
 CUSTOMER COMPLAINT MANAGEMENT
TECHNOLOGY

— The technology for complaint management

system is generally divided into two parts namely
front end and back end. The front end is used by
the employees who are dealing with the
customers for taking their complaints and
communicating back a solution to them. Back
end systems are used by the employees who are
responsible for resolution of customer complaints.

½
The front end of customer complaint management
system comprises of:
— Customer profile page

— Customer interaction page

The back end part comprises of:

— Complaint resolution page

— MIS page

½G
º  m !


" 
#

— Enhanced productivity of employees

— Speedy and Error-free resolution of complaints

— Troubleshooting and probing help

— Monitoring and tracking mechanism

— Singular database and customer history

— Wide angle view of customer

½è
FRONT DESK MANAGEMENT TECHNOLOGY
Electronic Queue Management System
— The Electronic queue system is ideal for customer
related concerns, where waiting forms an
essential part of the service.

½
 !mm $%%

" 
&%!

— Ticket dispenser unit

— Status dispenser unit

— Teller station unit

— Counter Display Unit

½
 PAYMENT TECHNOLOGY
— Bill payment kiosks typically include a computer
inside of a durable enclosure. The kiosks can be
customized to suit the organizational needs and
one can put their company logo or corporate
images on the outer of machine.

½‰
The capabilities of a bill payment kiosk machine
are:
— Authenticates the customer

— Accepts and dispenses cash

— Accepts credit/debit card payments

— Accepts check payments

— Full network management

— Real-time system monitoring

— Software updated remotely

— Narrowcast digital advertising

½ 
Benefits for the service provider:
— Improves staff utilization

— Improves retail space utilization

— Cuts customer wait time

— Increases customer satisfaction

— Reduces or eliminates balancing errors

— Reduces operational costs

— Cuts back office error and expense

— Supports additional applications


 CUSTOMER SELF SERVICE PORTALS
— The self service modules provide the opportunity
to customers to access his account and get lots of
information as and when he wants and from
wherever he wants.
— The self service applications help the customers
in following ways:
Empowering of the customers
Improve supply chain efficiency
Reduce cost of service


The self service modules generally come into two
forms:

— Fulfillment Self Service

— Sales Force Management Self Service

½
 CRM TECHNOLOGY

— CRM is not just a piece of technology. It is an

organizational commitment to add value to its
customers during every interaction. It is the
summation of technology, processes, business
rules, customer knowledge and above all, the
organizational strategy.


— Most of the CRM applications focus on the two
aspects of the business namely operational and
analytical.
— The ´operationalµ part of CRM refers to
automating basic business functions such as
sales automation, service guidelines and
marketing tactics. It also includes the facilitation
of customer communication, including Web,
phone, fax, etc.
— The ´analyticalµ part of CRM is geared around
gathering business intelligence from customers
that can be used to analyze customer behavior. G
CRITERIA FOR CRM PRODUCT SELECTION

— Organization imperative
— Integration with existing IT application
landscape
— Products adaptability

— Scalability of the application

— Implementation experience

— Post roll out support structure

è
 DATA MINING

— Data mining is a methodology to assess the value

of the data and to leverage that value as an asset
to provide valuable information for decision
making to management based on a continuously
evolving analytical model.


 DATA MINING METHODS

— Statistics
— Decision Trees


 DATA WAREHOUSING
— In customer service one of the most important
assets is the customer data base. The
organization must have the details of all the
transactions covering the entire customer life
cycle. This data should also be available to all
the users so that they can make data based
decisions. The data based decisions are generally
better than the decisions based on the hunch or
gut. Data warehouses are generally used to store
large customer data.

‰