CRM 3 Connecting with the Customer : Call Centres

Dhruv Nath

Reference
The Nuts and Bolts of CRM, Chapter 2

The CRM System

Customer

Marketing

Call Centre

CRM System Sales

Call Centre

Management

Operational CRM
Customer Support

Analytical CRM
Shared Data Base

Exercise : The Context : Correct This Diagram

Call Centre (Voice)

BPO

Back Office (Non-Voice)

Near Shoring BP Off Shoring Assume BPO is correct

Solution : Call Centres - The Context

Call Centre (Voice) Contact (Both Voice Centre and non-Voice)

BPO

Near Shoring

BP Off Shoring Back Office (Non-Voice)

EPABX based Call Centre

EPABX
Phone Lines Agents

Call Routed to the first free agent

Exercise : Call Centre Architecture

Call Centre Architecture

IVRS Voice Logger
Agents

ACD
Phone Lines
Inbound Call Centre

Data Base

Agents PCs

Exercise 3c : Managing the Call Centre

Exercise : SLA (Inbound)

Groups
2 people from the clients end 2 people from the Call Centre

Come to an agreement on the clauses to be used in the SLA

SLAs translated into goals for each agent

Outbound Call Centres

Purpose ?
Tele-Marketing Collections Surveys

Outbound Call Centres : Dialling

Someone has to dial customer phone numbers
Who ? Agent ?

Problem ? Solution ? Automatic dialling

Dialler

Outbound Call Centres : Dialler

The dialler dials a fresh phone number when at least one agent is free Problem ? Solution ? Keep dialling based on :
Average time taken by agents for a Call Average time taken to reach a customer on the phone

If we need 100 calls per minute, the dialler may need to dial, say, 150 calls per minute. Pacing Ratio = 1.5

Predictive Dialler

Predictive Dialler
We could still have :
Customers on hold with no agent free Too many agents free Solution ?

Some Diallers are Self Learning Dedicated team to do on-going monitoring and manual fine-tuning

Call Centre Architecture Inbound + Outbound

IVRS

Voice Logger

Predictive Dialler

Agents

ACD
Phone Lines

Data Base

Agents PCs

The Outbound Call Centre in CRM

Tele-Marketing

Scripting
What is it ? Why do we need it ?

Vantive Demo - Tele Marketing

Tele-Marketing - Exercise
Is scripting feasible / desirable in the following cases :
Customer Support for a cell phone company Lead generation for a cell phone company Lead generation for an Engineering Projects company Outbound Call Centre for credit card collections Tele-Support for an Oracle Database

Guidelines for using Scripting ? Guidelines

Simple, structured situations Typically outbound (agent in control) Inbound only upto a point

Exercise : SLA (Outbound)

Home Assignment Marketing / Sales Force Automation

Read The Nuts and Bolts of CRM, Chapter 4, 5, 6
Tele-Marketing Campaign Management Workflow Sales Force Automation

The CRM System

Customer

Marketing

Call Centre

CRM System Sales

Call Centre

Management

Operational CRM
Customer Support

Analytical CRM
Shared Data Base

CRM 3 Connecting with the Customer : Call Centres

Dhruv Nath