Training Advantage Series. Industry Overview. Licensed to Fonet Consultants Pvt. Ltd.Licensed to Fonet Consultants Pvt. Ltd.

Transcription

1 Industry Overview 1

2 Industry Overview It is estimated that almost 66% of business is transacted over the telephone, and this percentage is expected to increase. With the application of technology and a change in attitude, call centres are now viewed as a vital component of the day-to-day business operation and for long-term business strategy. The future of call centres is promising: the call centre will be more than a place to initiate and receive calls, it will move to become a customer contact centre. Module Objectives At the end of this module, you should be able to: Describe the difference between outbound and inbound call centres. Describe the different types of call centre functions. Describe the general business strategies within call centres. Describe the history of the industry and its future applications. Identify the unique aspects of a call centre work environment. Describe the general organization of a call centre and the responsibilities associated with each position. Describe the impact of emerging technologies on the skill set of a CSR. 2 Copyright 2001 BCIT

3 Industry Overview Unit 1 About Call Centres...5 Why Organizations Use Call Centres... 5 Types of Call Centres... 6 Call Centre Functions... 7 Unit 2 Call Centre Technology...9 Early Days to the Present Tomorrows Call Centre: Emerging Trends Unit 3 Employment Within a Call Centre...15 The Agent s Work Supervisors and Managers Activity Industry Overview

4 Industry Overview 4 Copyright 2001 BCIT

5 UNIT 1 About Call Centres In general terms, a call centre is defined as a business operation designed to receive inbound telephone calls or to initiate outbound calls. Call centres can be as small as a three-person operation, or as big as a 300-person operation. They can be specialized to help with specific technical problems, or as general as providing day-to-day banking services. Why Organizations Use Call Centres Why do organizations use call centres? Today s competitive environment is changing traditional business functions. Among other things, businesses must keep abreast of changes in technology, the marketplace, and customer satisfaction in order to offer competitive prices, services, and to initiate new business ventures. For this reason, a call centre becomes an important asset to a business. Call centres can assist with improving customer service, increasing revenue, reducing operating costs, and enhancing market information. Improved customer service Many corporations use call centres to provide cost-efficient and reliable service to customers. Software tools allow agents to access customer information (from any number of corporate databases) as they answer the phone. Agents are then able to review customers accounts and recommend products and services that save the customers money and that better meet their needs. This level of service makes long-term customers feel valued and appreciated, improving customer satisfaction and loyalty. 5

6 Industry Overview Increased revenue Call centres allow companies to systematically contact their customers, thus providing more selling opportunities. Telemarketing campaigns and cross-selling programs that focus on individual customers preferences tend to have high success rates. Reduced operating costs Companies spend a great deal of money on capital costs such as buildings, land, and equipment; plus operating costs such as salaries, utilities, and training. Companies can reduce these costs by operating a call centre. While call centres also require capital and operating costs, it is less costly than if a company were to offer the same services at branch or satellite locations. For example, many companies have one call centre to handle all North American customers. This is a very costefficient way to provide customer service. Enhanced market information Call centres provide excellent opportunities for customer interaction. From discussions with customers, agents can gather valuable customer and market information; information which enhances a company s existing databases and that can be shared with other departments. Types of Call Centres The three basic types of call centres include: inbound outbound blended. Inbound An inbound call centre is one where agents spend most (if not all) of their time answering incoming calls from both internal and external customers. The types of calls received depend on the function of the centre. Customers may phone a call centre to: inquire about a product or service complain about or complement the company, service, and/or product make reservations order a product or service complete a transaction (such as banking services). 6 Copyright 2001 BCIT

7 While the primary responsibility of an inbound call centre is to answer incoming calls, agents may also place outgoing follow up calls. Outbound An outbound call centre is one where agents spend most (if not all) of their time placing outgoing calls to potential and long-standing customers. The types of calls placed from an outbound call centre depend on the function of the centre. Calls may include: selling a product or service collecting moneys due soliciting for donations surveying customer satisfaction ratings. Blended A blended call centre is one where agents both receive incoming calls and place outgoing calls. Many blended call centres start out as an inbound call centre but quickly find out that outgoing calls can be placed to customers or potential customers during idle times. The types of calls in a blended call centre depend on the function of the centre. Call Centre Functions There are many different functions of call centres. Typical ones include: telemarketing customer service help desk order processing credit/collection reservations. Telemarketing Telemarketing is typically part of a larger marketing program that includes television commercials, newspaper or magazine ads, or direct mail. These advertisements usually contain a number for the customer to contact the centre for more information or to place an order. With outbound telemarketing, contact is initiated by the agent. For example, in order to increase the response rate of a direct-mail piece, outbound calling may target individuals on the direct-mail list. 7