crm 3 call centres

Dhruv Nath

CRM 3Connecting with the

Customer : Call Centres

CRM 3Connecting with the

Customer : Call Centres

Reference

• “The Nuts and Bolts of CRM”, Chapter 2

The CRM System

CRMSystem

CRMSystem

SharedSharedData BaseData Base

Marketing

Sales

Customer Support

Management

Customer

Operational CRM

Analytical CRM

Call Centre

Call Centre

Exercise : The Context : Correct This Diagram

BPO

Back Office (Non-Voice)

Call Centre (Voice)

BP Off Shoring

Assume BPO is correct

Solution : Call Centres - The Context

BPONear

Shoring

Call Centre (Voice)

Back – Office (Non-Voice)

Contact Centre

(Both Voice and non-

Voice)

EPABX

Phone Lines

Agents

EPABX based Call Centre

Call Routed to the first free agent

Exercise : Call Centre Architecture

Phone Lines

IVRS

Call Centre Architecture

VoiceLogger

Agents

Data BaseData Base Agents’ PCs

ACD

Inbound Call

Centre

Exercise 3c : Managing the Call Centre

Exercise : SLA (Inbound)

• Groups– 2 people from the client’s 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

Phone Lines

IVRS

Call Centre Architecture – Inbound + Outbound

VoiceLogger

AgentsPredictiveDialler

ACD

Data BaseData Base Agents’ PCs

The Outbound Call Centre in CRM Tele-Marketing

• Scripting– What is it ?– Why do we need it ?

Vantive Demo - Tele Marketing

• 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

Tele-Marketing - Exercise

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

CRMSystem

CRMSystem

SharedSharedData BaseData Base

Marketing

Sales

Customer Support

Management

Customer

Operational CRM

Analytical CRM

Call Centre

Call Centre

Dhruv Nath

CRM 3Connecting with the

Customer : Call Centres

CRM 3Connecting with the

Customer : Call Centres