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Introduction to Call Center Information

A call center is a central place where customer and other telephone calls are handled by an organization, usually with some amount of computer automation.

A call center is typically defined as an operation where more than one person is responding to contacts and also where customer interaction can be handled by anyone within a group. In other words, the call requires a capability and not a specific individual to handle it.

There is no disputing that call center technology has a tremendous impact on the conduct of business in the world today. Call centers for selling goods and services, as well as call centers for providing customer care, are a familiar part of the business life of virtually every person in the United States, and increasingly in the rest of the world.

The call center industry is a huge segment of the economy by any standard. With reports suggesting that 70% of business transactions now occur over the telephone, the call center/contact center industry is huge and growing.

According to some estimates, up to 7 million Americans work in 70,000 or more call centers, with an annual growth rate as high as 20%. Resources

Inbound Call Center

An inbound center is one that handles calls coming in from outside, most often through toll free numbers. These calls are primarily service and support calls and inbound sales.

The services of inbound call centers are designed to handle catalog orders, help desk questions, dealer locations and more. They offer customized services that are designed to meet the requirements of all kinds of businesses. The inbound call center professionals (often referred to as operators, agents, and customer service representatives) process calls and integrate Interactive Voice Response (IVR) and/or Internet services to sell additional products and offer services in a dedicated environment. They also integrate customer care services, predict customer behavior and take action, while the customers are still on the line. The inbound call centers employ a dedicated team of live operators, account representatives and program managers. Offering 24/7 operator availability for the customers, these call centers provide round-the-clock account management. The team of qualified and trained operators understands the business, products and services and performs to deliver their best. Using advanced telephone service technology and programming, these call centers lay great emphasis on attention to detail in messaging and reporting of all inbound calls.

Inbound call centers offer communication services specifically designed to maximize the efficiency of direct marketing efforts or to be a part of the technical support team of the clients.

Inbound Call Centers offer the following services:

• Skilled, professional, customer support and technical service representatives

• Improved market coverage

• Faster ramp-up, launch, and roll-out of new campaigns

• Rapid response to market conditions

• Account management expertise

• Enhanced reporting capabilities

• Market testing capabilities

The 24/7 services of Inbound Call Centers are comprised of a personalized program, which may include the following:

• Order Processing

• Catalog Orders

• Consumer Response

• Customer Service

• Dealer Locators

• Toll Free Response

• Help Desk

• Direct Mail Response

• Direct TV Response

• Print Media Response

• Website Response

• Seminar Registration

• Answering Service

• Inquiry Handling

• Email Management

• Product Technical Information

• Interactive Voice Response

• Sales Lead Qualification

• Technical Support

• Trade Show Registration

Outbound Call Center

The success of the Outbound Call Center depends on the extensive experience, technological solutions, quality assurance programs and commitment to customer service excellence that further ensures maximum results from the direct marketing efforts.

The integrated call management systems in the outbound call center facilities use systematic calls to consumers and transfer successful connections to a designated marketing representative (MR) who has been trained for the specific client application. As a call is presented to the marketing representative, the consumer’s name, address and other information are simultaneously presented on the MR's workstation along with a client's customized script.

The outbound clients benefit from the rigorous adherence to highly cost-effective, results-based production and management processes. The key to success is the thorough understanding of the business. Having understood the differences between business-to-consumer and business-to-business telemarketing, the outbound call centers use experienced management to focus on the unique requirements of each client and their targeted market—from recruiting to hiring, training and production.

The qualified personnel employed in the outbound call centers excel in highly attentive outbound call center service environment. The well-developed and thorough procedures ensure that the agents on call are prepared and accountable for the success of programs.

Services offered by Outbound Call Centers include:

• Market Intelligence

• Database Selling

• Direct Mail Follow-up

• Lead Generation \ Qualification \ Management

• Seminar Population

• Product Promotion

• Debt Collection

• Information and Literature Fulfillment

• Appointment Scheduling

• Decision Maker Contacts

• Up Sell/Cross Sell Campaigns

• Surveys

• Customer Satisfaction

Telemarketing Call Center

Telemarketing call centers specialize in developing and implementing professional inbound/outbound B2B (business to business) and B2C (business to consumer) telemarketing lead generation, appointment setting, telesales and market research programs.

Telemarketing refers to the business or practice of marketing goods or services by telephone. It is the act of selling, promoting or soliciting a product over the telephone. Reliable telemarketing is an essential part of the organization's working to enhance sales and increase profits. Combining the best of personnel, processes and progressive technologies, the telemarketing call centers serve as highly reliable specialist resource for organizations seeking outstanding performance and results.

The telemarketing call centers provide customized telephone services that reveal the valued techniques used by successful telephone sales and support professionals. The fully automated, state-of-the-art call center equipments and custom software enables the call centers to field thousands of calls daily for each client with a high degree of professionalism and customization. The clients receive superior quality, experience and courteous service, coupled with the advanced technical capabilities. The call centers are staffed 24/7 and 365 days and they totally concentrate on using the tactical skills and effective processes during inbound/outbound call process.

Phone Call Center

The phone call centers offer flexible call routing, superior IVR (Interactive Voice Response) capacity and predictive dialing systems.

Utilizing advanced telephony and Internet technology; the Customer Service Representatives (CSRs) in the phone call centers provide accurate and timely information for the most complex inbound or outbound programs. The phone call centers offer personalized call management by a team of professional operators who know about the client and his business.

The phone call centers provide 24/7 answering and business services that help keep the customers satisfied. This is essential as the call centers could be losing customers because of not answering the phone when they called and also as they expect answers to questions immediately. The customers expect the call centers to work around their busy schedules. The call centers are equipped with top-of-the-line communications technology.

The phone call centers focus on building trust and understanding with every interaction between the company and its customers. They thoroughly understand the fundamentals, as well as the subtleties of the client's business. They go beyond mere data gathering to give the customers, timely information that supports rapid decision-making. The friendly, courteous and professional operators offer excellent service. They are trained to convey the rightful impression of the company.

Primary Functions of Call Centers

The primary functions of a call center can be classified into one of six categories:

1. Customer Service. The function of a customer service center is to provide assistance regarding a company’s or organization’s products or services.

2. Telesales. The function of a sales center is primarily to generate revenue through the sale of the company’s goods and services through inbound calls, outbound calls or both.

3. Technical Support. The function of these centers is to provide assistance in using a customer’s products.

4. Dispatch. The function of a dispatch center is to take an inbound call and in turn engage a resource to address the problem or customer need.

5. Collections. The function of these centers to contact customers with the primary purpose of collecting money or funds.

6. Research. The function of a research center is not to sell or support a product but to conduct research for the company or outside organization.

Call Center Technology

Pooling data from multiple channels. Many marketers have reaped satisfying returns on investment in products that link data from multiple channels, simplify communications among departments and make staff training more efficient and effective. As call centers morph into contact centers, where customers can reach companies via the telephone, Internet-based phone calls, email, and Web chat, savvy managers are using technology to gather customers' information onto a single infrastructure.

Sharing data among departments. Another group of applications enables call center managers to share data from their departments with other parts of their organizations, such as marketing. The application may analyze customers' purchase histories to determine what other products may interest them. This helps companies promote items customers are more likely to buy, boosting average order sizes and repeat business.

High-tech training. Many call centers are also using e-training tools to quickly boost the effectiveness of customer service representatives. Managers and trainers need a way to monitor their operators for quality assurance and to see where additional training is needed. Recording a phone call, transcribing it and personally following up with an agent (operator) could take a manager several hours. Software programs that automatically record calls allows managers to listen and then electronically forward comments to the customer service representative. When the operator opens the email, there will be an evaluation sheet from the manager and the operator can even play a tape of the call. Or a manager can send an agent two to three minute training videos on specific topics that will be helpful as they deal with customers.

Internet Telephony, or Voice-over-Internet Protocol (VoIP). Essentially, this is sending voice calls over Internet lines. With VoIP, communication can be compressed, so that the same number of lines can carry more calls. In addition, both phone and Internet contacts travel on the same set of wires. As a result, VoIP can reduce phone and infrastructure costs.

VoIP also makes it easier to convert one form of communication, such as a Web chat, to another, such as a voice call.

Call center managers considering Internet telephony need to understand how their Information Technology (IT) architecture will support VoIP. Some Automatic Call Distributor (ACD) switches require third-party software to convert IP calls into a voice call. It also makes sense to determine if the network bandwidth can handle VoIP.

Applications using wireless devices are also slowly gaining acceptance in call centers. So far, however, these are being used primarily to help field personnel manage their customer contacts, rather than to allow customers to contact a firm via a wireless device.

What Customers Want

Every customer contact is an opportunity to "make or break" the company’s brand image and customer relationship. If done right, customers are more satisfied and up-sell and cross-sell can be more effective. These are the things customers want and expect from the company they are doing business with. It is unimportant to the customer whether the call center is an in-house or outsourced. Start with these principles as a strong foundation for the call center training program. Everyone wins because the customer will be happy and it is the customer who ultimately pays the bill.

Reliability. Consistent performance is what customers want most. They want service they can depend on. More specifically this means that they want the company to do what the company says they are going to do... do it when they say they’re going to do it... and do it right the first time. A reliable individual is worthy of reliance or trust, and trust builds long-term relationships in personal and professional life.

Credibility. One thing customers will readily pay for is peace of mind. People want security, integrity, and the assurance that if there is a problem, it will be promptly handled at no extra cost. People want the products they buy to be safe and guaranteed. If services are purchased then they want them to be free from danger, risk or doubt and kept confidential. Customers don’t want hidden agendas, hard-sell techniques, extra charges and contracts with “fine print”. Such is the nature of credibility, and it brings customers back. A credible person is worthy of confidence and a company that proves itself credible gains the respect of their customers, and often of their competitors.

Attractiveness. Anything the customer sees, feels, touches, hears, or smells concerning the business is shaping their opinion of the service for better or worse. Appearances may be deceiving, but customers draw a lot of conclusions about the service quality on the basis of what they see and hear. Look at the business through the customer’s eyes and ears, and make the effort to put forth a first-class image. Being attractive means to be pleasing to the eye as well as to the mind. It means having the power to attract.

Responsiveness. Responsiveness has to do with more than the speed at which a service is provided. Being responsive means being accessible, available, and willing to help customers whenever they have a problem. A responsive individual is ready to respond and react to suggestions, influences, appeals or efforts on behalf of the customer.

Empathy. Customers should be treated as unique individuals, with their unique personalities, wants, and reasons to buy. If they are treated as such and their unique problems are solved then they will continue to be a customer. Showing empathy means putting one’s self in the customer’s shoes. It means trying objectively to grasp their point of view, and feeling what they feel. It means listening intensely, asking the right questions, speaking their language, and tailoring services to help them the best way possible.

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Web design

Web design is the skill of creating presentations of content (usually hypertext orhypermedia) that is delivered to an end-user through the World Wide Web, by way of a Web browser or other Web-enabled software like Internet television clients,microblogging clients and RSS readers.

The intent of web design^[1] is to create a web site—a collection of electronic files that reside on a web server/servers and present content and interactive features/interfaces to the end user in form of Web pages once requested. Such elements as text, bit-mapped images (GIFs, JPEGs), forms can be placed on the page usingHTML/XHTML/XML tags. Displaying more complex media (vector graphics, animations, videos, sounds) requires plug-ins such as Flash, QuickTime, Javarun-time environment, etc. Plug-ins are also embedded into web page by usingHTML/XHTMLtags.

Improvements in browsers' compliance with W3C standards prompted a widespread acceptance and usage of XHTML/XML in conjunction with Cascading Style Sheets (CSS) to position and manipulate web page elements and objects. Latest standards and proposals aim at leading tobrowsers' ability to deliver a wide variety of media and accessibility options to the client possibly without employing plug-ins.

Typically web pages are classified as static or dynamic:

• Static pages don’t change content and layout with every request unless a human (webmaster/programmer) manually updates the page. A simple HTML page is an example of static content.
• Dynamic pages adapt their content and/or appearance depending on end-user’s input/interaction or changes in the computing environment (user, time, database modifications, etc.) Content can be changed on the client side (end-user's computer) by using client-side scripting languages (JavaScript, JScript,Actionscript, etc.) to alter DOM elements (DHTML). Dynamic content is often compiled on the server utilizing server-side scripting languages (Perl, PHP, ASP,JSP, ColdFusion, etc.). Both approaches are usually used in complex applications.

With growing specialization in the information technology field there is a strong tendency to draw a clear line between web design and web development.

Web design is a kind of graphic design intended for development and styling of objects of the Internet's information environment to provide them with high-end consumer features and aesthetic qualities. The offered definition separates web design from web programming, emphasizing the functional features of a web site, as well as positioning web design as a kind of graphic design.^[2]

The process of designing web pages, web sites, web applications or multimedia for the Web may utilize multiple disciplines, such asanimation, authoring,communication design, corporate identity, graphic design, human-computer interaction, information architecture,interaction design, marketing, photography,search engine optimization and typography.

• Markup languages (such as HTML, XHTML and XML)
• Style sheet languages (such as CSS and XSL)
• Client-side scripting (such as JavaScript)
• Server-side scripting (such as PHP and ASP)
• Database technologies (such as MySQL and PostgreSQL)
• Multimedia technologies (such as Flash and Silverlight)

Web pages and web sites can be static pages, or can be programmed to bedynamic pages that automatically adapt content or visual appearance depending on a variety of factors, such as input from the end-user, input from the Webmaster or changes in the computing environment (such as the site's associated databasehaving been modified).

With growing specialization within communication design and information technologyfields, there is a strong tendency to draw a clear line between web designspecifically for web pages and web development for the overall logistics of all web-based services.

Mobile Web

The Mobile Web refers to web browser-based access to the World Wide Web using a mobile deviceconnected to a wireless network. Traditional web access in comparison is desktop computer-based via a fixed landline connection. The total number of mobile web users grew past the total number of desktop computer-based web users for the first time in 2008 (source: International Telecommunications Union, Oct 2009).

Mobile Web access today still suffers from interoperability and usability problems. Interoperability issues stem from the platform fragmentation of mobile devices,mobile operating systems, and browsers. Usability problems are centered around the small physical size of the mobile form factor (limited resolution screens and user input/operating limitations).

Moving forward, the distinction between the Mobile Web and native mobile applications is anticipated to become increasingly blurred, as mobile browsers gain direct access to the hardware of mobile devices (including accelerometers and GPSchips), and the performance of browser-based applications improve (speed- and capability-wise). Persistent storage and access to sophisticated user interfacegraphics functions may further reduce the need for the development of platform-specific native applications.

Once users are unable to differentiate between native and mobile web applications, the Mobile Web will refer generically to applications and web access from a mobile device.

Mobile Internet

'Mobile Internet' refers to access to the Internet from a mobile device, such as asmartphone or laptop via integrated capabilities or via an independent device (such as a USB modem or PCMCIA card).

Today USB modems are HSPA (3.5G) modems. Many users "tether" their smartphones to their laptop or personal computer with the wireless device providing access to the Internet via 3G, GPRS or CSD.

Standards

The development of standards is one approach being implemented to improve the interoperability, usability, and accessibility issues surrounding mobile web usage.

The W3C Mobile Web Initiative is a new initiative set up by the W3C to develop best practices and technologies relevant to the Mobile Web. The goal of the initiative is to make browsing the Web from mobile devices more reliable and accessible. The main aim is to evolve standards of data formats from Internet providers that are tailored to the specifications of particular mobile devices. The W3C has published guidelines (Best Practices, Best Practices Checker Software Tool) for mobile content, and is actively addressing the problem of device diversity by establishing a technology to support a repository of Device Descriptions.

W3C is also developing a validating scheme to assess the readiness of content for the mobile web, through its mobileOK Scheme, which will help content developers to quickly determine if their content is web-ready. The W3C guidelines and mobile OK approach have not been immune from criticism. This puts the emphasis on Adaptation, which is now seen as the key process in achieving the Ubiquitous Web, when combined with a Device Description Repository.

mTLD, the registry for .mobi, has released a free testing tool called the MobiReady Report to analyze the mobile readiness of website. It does a free page analysis and gives a Mobi Ready score. This report tests the mobile-readiness of the site using industry best practices & standards.

Other standards for the mobile web are being documented and explored for particular applications by interested industry groups, such as the use of the mobile web for the purpose of education and training e.g. Standards for M-Learning Project

Seven Mass Media

Since the first ringing tone was sold on the mobile phone in Finland in 1998, the mobile has emerged as the Seventh of the Mass Media. Today a wide range of paid media content is consumed on mobile phones ranging from 9.3 billion dollars of music and 5 billion dollars of videogaming to horoscopes, jokes, news, adult entertainment, etc. Also like on all other media, advertising appeared onto mobile when a free news service launched in Finland sponsored by ads in 2000. In 2005, The Crazy Frog ringtone became the first mobile ringtone to cross over into the mainstream music charts, beating Coldplay for the Number 1 spot on the UK charts^[1].

Advertising on the Mobile Web

Advertisers are increasingly using the mobile Web as platform to reach consumers. The total value of advertising on mobile was 2.2 billion dollars in 2007. A recent study by the Online Publishers Association reports that about one-in-ten mobile Web users said they have made a purchase based on a mobile Web ad, while 23% said they have visited a Web site, 13% said they have requested more information about a product or service and 11% said they have gone to a store to check out a product.