Call-center – the technology for retaining customers and increasing sales
Any organization can not exist without its clients and financial investments. Therefore, in order to get profit, the organization must be constantly upbringing and be attentive and active in relations with its potential and existing customers.
As the experience of the development of various organizations shows, sooner or later, in the lifecycle of each company, there comes a time when it begins to think about increasing the competitiveness and efficiency of its technologies of doing business. talking in details the company starts implementing the technologies of interaction with the customers.
Noone likes the situation when the customer calls the store, is interested in some product and wants to know more about its characteristics and terms of purchase, but he is served by a specialist who accidentally picked up the phone first and does not know anything about the product that interests the customer. The specialist asks for the client to wait, while at the same time he is looking for another employee specializing in this product. Not finding a colleague, the specialist asks the client to call back later, if he has not yet hung up, unable to stand the long and boring waiting. Most likely, this client will not call back to this store anymore, but he’ll call to another store, where, as a result of automated processes of interaction with customers, he will be promptly provided all the necessary information.
Creation of the company’s own call-center can solve the following tasks:
- Improve the quality of customer service;
- Increase in the number of contacts;
- Reduce the costs of interaction with customers and employees (when launching to wholesale VoIP providers for lowering international call cost termination);
- Provide individual and personalized interaction with customers;
- Provide a unified and standardized information management system that arrives through all channels (telephony, web site, e-mail, fax, etc.);
- Organize the effective mass sales, marketing campaigns, and create the customer service and much more;
- Increase the control and controllability of processes and divisions on mutual relations with clients;
- The opportunity to expand the business at the lowest cost;
- Increase the image and strengthen the brand of the organization.
The modern call-center has a full set of functions that solve all possible problems in interaction with customers. Such functions allow receiving and processing the maximum number of calls and minimizing the number of missed calls. At the same time, if a call can not be accepted by the employee immediately for any reason, it is not lost, but placed in the waiting queue. During the waiting time, the client is informed of the time through which the operator is released, pleasant music is played and/or information on new promotions and goods is reported, etc.
The company can customize the work of its contact center so that the caller can get the information he needs before he connects to the operator while waiting, outside working hours and at any other time. For example, this may be the contact information, information about the balance of funds, credit conditions and any other information that the company considers necessary to convey to its customers. The client selects what kind of information he should listen to or with which department to connect in automatic mode. This significantly saves the organization’s time and human resources and improves the quality of customer service.
The Contact Center can also transfer and distribute calls in accordance with the certain defined algorithms and depend on certain criteria. Thus, the calls concerning the most complex issues or products can be distributed to the most experienced and qualified operators. Calls from VIP customers may have a higher priority and are directed to the appropriate operators or employees without a queue or with the least waiting time. The fate of a call can also depend on the time of day, the day of the week, the number of the caller and other very different criteria. An example is the options for routing calls to the bank. The multichannel line of the call-center of the bank receives various calls. According to the customer’s phone number, the information on the client’s status is extracted from the database and his call is processed according to this information. If the customer number is blacklisted, the call is disconnected. If the amount of the client’s bank accounts exceeds a certain figure, then the client is classified as VIP, and the priority of the call is increased. If the customer called the “Operation Department” number, the call is placed in the special queue “Operations Department”. If there is not one operator in the operating department at the moment and the client belongs to the VIP category, the call is transferred to the employee’s mobile phone. If all department operators are busy, the client is notified of the expected waiting time. If the customer called the number of the “Plastic Cards Department”, the call is distributed to the “Plastic Cards Department” queue. If there is no vacant operator in this department, the call is transferred to an automatic service that answers the most common questions. If all operators of this unit are busy, and the expected waiting time is more than 5 minutes, the system automatically offers the client several options:
- he will be called back to the number from which he is currently calling;
- offer to enter another number for the callback;
- either wait on the line and report the waiting time.
To unload operators, the call center system itself carries out mass outgoing calls on a certain list or algorithm, for example, to notify debtors of their debts.
The operator’s workplace is as convenient as possible and is adapted for fast and efficient operation. The operator can handle calls both with a convenient interface on the computer and a telephone headset, either with a telephone or in a mixed way.
To increase the efficiency of the operators and the call center as a whole, there is a system of statistical reporting of the call-center, both real time and historical. Conversations of operators can be recorded. This also increases the control of processes of interaction with customers and the work of operators.
The integration of the call center with CRM and other corporate systems, allows the operator to see all the information about the calling client, for example, the surname, name of the caller, whether he is a physical or a legal person, how much money he has On accounts and so on.
This description does not limit the list of opportunities and benefits that a call center can bring to a company. In general, each organization individually determines those tasks that the call center must solve for it. And as the business develops, these tasks are constantly changing, and the functions of the call center are easily adjusted to new needs.