BUS151 People BUS151 People SkillsSkills

Chapter 9Chapter 9

Customer Customer

Service Service

Via TechnologyVia Technology

Customer service is a “24/7” Customer service is a “24/7” responsibility. Technology can responsibility. Technology can assist in making it effective.assist in making it effective.

Computers are continually becoming smaller, Computers are continually becoming smaller, more complex, and more powerful. more complex, and more powerful.

We can communicate at any time and any We can communicate at any time and any place. More people are accessing telephone-place. More people are accessing telephone-related, customer service related, customer service call centerscall centers, which , which are also called are also called help desk.help desk.

There are about 100,000 call centersThere are about 100,000 call centersin the US, with over 3 million agentsin the US, with over 3 million agentsto answer those calls and service theto answer those calls and service thepeople who have access to technology.people who have access to technology.

E-commerceE-commerceOrganizations who do Organizations who do business using technologybusiness using technology

One thing remains clear: One thing remains clear: Customers still appreciate old-Customers still appreciate old-fashioned personalized fashioned personalized customer service.customer service.

Successful service Successful service organizations realize that organizations realize that each customer is unique.each customer is unique.

Some people are Some people are high touch high touch while others are while others are low touchlow touch; ; therefore, offering a variety of therefore, offering a variety of service delivery systems is service delivery systems is smart business.smart business.

Whether face-to-Whether face-to-face or via face or via technology, there is technology, there is often no substitute often no substitute for a dedicated, for a dedicated, knowledgeable, and knowledgeable, and well-trained well-trained employee.employee.

You and your peers You and your peers are the lifeline of are the lifeline of your organization.your organization.

Types of TechnologyTypes of Technology

Automatic Call Distribution (ACD) SystemAutomatic Call Distribution (ACD) System

Routes incoming calls to the next available Routes incoming calls to the next available agent when lines are busy.agent when lines are busy.

A recording may cue you to select a series of A recording may cue you to select a series of numbers on the phone to get to certain people numbers on the phone to get to certain people or information.or information.

Incoming calls are pooled together into a queue Incoming calls are pooled together into a queue and are distributed on a first-come, first-serve and are distributed on a first-come, first-serve basis to the agent that has beenbasis to the agent that has beenidle the longest amount of time. This idle the longest amount of time. This provides the work group with an even provides the work group with an even work load, and provides your callers with work load, and provides your callers with optimum service. optimum service.

Types of TechnologyTypes of TechnologyAutomatic Number Identification Automatic Number Identification

(ANI)(ANI)

System allows customers System allows customers to be identified and their to be identified and their call directed call directed appropriately before an appropriately before an agent talks to them. It agent talks to them. It could becould be

– By customer’s phone By customer’s phone number for number for geographic purposes.geographic purposes.

– For multilingual For multilingual purposes.purposes.

Agent can identify customer Agent can identify customer before speaking with them.before speaking with them.

– Might be able to access Might be able to access information on a computer information on a computer screen about customer’s screen about customer’s history with the history with the organization.organization.

– Same agent who most Same agent who most recently handled a specific recently handled a specific caller.caller.

– Routed to service center Routed to service center closest to customer’s home.closest to customer’s home.

Types of TechnologyTypes of TechnologyElectronic Mail (E-Mail or email)Electronic Mail (E-Mail or email)

Inexpensive, rapid Inexpensive, rapid way of way of communicating with communicating with customers in writing customers in writing worldwide.worldwide.

Allows customers to Allows customers to access information access information via telephone and via telephone and then have the then have the information delivered information delivered to them via email.to them via email.

Big advantageBig advantage

You can write a single You can write a single message and have message and have it delivered to it delivered to hundreds of people hundreds of people worldwide in a worldwide in a matter of minutes matter of minutes at little or no costs.at little or no costs.

Types of TechnologyTypes of TechnologyFacsimile (Fax) MachineFacsimile (Fax) Machine

Allows graphics and text messages to be Allows graphics and text messages to be transported as electronic signals via transported as electronic signals via telephone lines or from a personal computer telephone lines or from a personal computer equipped with a modem.equipped with a modem.

Information can be sent anywhere in the Information can be sent anywhere in the world in minutes.world in minutes.

All-in-OneAll-in-One

One piece of One piece of equipment thatequipment thatcan print, copy, can print, copy, scan, and fax.scan, and fax.

Types of TechnologyTypes of TechnologyInternet Call BackInternet Call Back

This allows someone browsing the Internet This allows someone browsing the Internet to click on words or phrases, enter their to click on words or phrases, enter their phone number, and continue browsing. phone number, and continue browsing.

This triggers the This triggers the predictive dialogpredictive dialogsystem and assignssystem and assignsan agent to handlean agent to handlethe call when it the call when it rings at the rings at the customer’s end.customer’s end.

Types of TechnologyTypes of TechnologyInternet TelephonyInternet Telephony

Allows users to Allows users to have voice have voice communications communications over the Internet.over the Internet.

Although widely Although widely accepted in the accepted in the industry, it is not industry, it is not currently currently embraced by embraced by consumers.consumers.

VoIPVoIP((VVoice oice oover ver IInternet nternet PProtocol)rotocol)

A category of hardware and A category of hardware and software that enables people to software that enables people to

use the Internet as the use the Internet as the transmission medium for transmission medium for

telephone calls. telephone calls.

Some come bundled with web Some come bundled with web browsers, such as browsers, such as CoolTalkCoolTalk and and

NetMeetingNetMeeting. Others are . Others are standalone meaning self-standalone meaning self-

contained.contained.

Types of TechnologyTypes of Technology Interactive Voice Response (IVR)Interactive Voice Response (IVR)

Allows customers to call Allows customers to call in 24 hours a day, 7 in 24 hours a day, 7 days a week, even when days a week, even when customer service customer service representatives are not representatives are not available.available.

By keying in a series of By keying in a series of numbers on the phone, numbers on the phone, customers can get customers can get information or answers information or answers to questions.to questions.

Ensures consistency of Ensures consistency of information.information.

Example:Example:

Banks and credit Banks and credit car companies car companies use such systems use such systems to allow to allow customers to customers to access account access account information.information.

Types of TechnologyTypes of TechnologyMedia BlendingMedia Blending

Allows agents to Allows agents to communicate communicate

with a customer with a customer over telephone over telephone line at the same line at the same

time time information is information is displayed over displayed over the Internet to the Internet to the customer. the customer.

Not at its fullest Not at its fullest potential yet.potential yet.

Calls, e-mails and other media Calls, e-mails and other media are retrieved and then the are retrieved and then the various media are distributed various media are distributed between available agents. When between available agents. When an agent is busy on a call, they an agent is busy on a call, they are not routed messages.are not routed messages.

See next slide

Example of Media Blending

Types of TechnologyTypes of TechnologyOnline Information Fulfillment Online Information Fulfillment

SystemSystem

Allows customers to go to the World Wide Web, Allows customers to go to the World Wide Web, access an organization’s website, and click on access an organization’s website, and click on

desired information.desired information.

Types of TechnologyTypes of TechnologyPredictive Dialing SystemPredictive Dialing System

Automatically Automatically places outgoing places outgoing calls and delivers calls and delivers incoming calls to incoming calls to the next available the next available agent.agent.

This system is often This system is often used in used in outboundoutbound (telemarketing) (telemarketing) operations.operations.

A predictive dialer is a A predictive dialer is a computerized system computerized system that automatically dials that automatically dials batches of telephone batches of telephone numbers for connection numbers for connection to agents assigned to to agents assigned to sales or other sales or other campaigns.campaigns.

Because of numerous Because of numerous abuses, the government abuses, the government is continually restricting is continually restricting its use.its use.

Types of TechnologyTypes of TechnologyScreen Pop-upsScreen Pop-ups

Uses it to identify callers.Uses it to identify callers.

As a call is received and As a call is received and dispatched to an agent, dispatched to an agent, the system provides the system provides information about the information about the caller that “pops” onto caller that “pops” onto the agent’s screen before the agent’s screen before they answer the phone.they answer the phone.

Information such Information such as:as:

Order Order informationinformation

Membership dataMembership data

Service historyService history

Contact historyContact history

Types of TechnologyTypes of Technology (TTY)(TTY)

A typewriter-type device for sending A typewriter-type device for sending messages back and forth over telephone messages back and forth over telephone lines.lines.

A person who has hearing A person who has hearing and speech impairmentsand speech impairmentscan contact someone whocan contact someone whois using a standardis using a standardtelephone.telephone.

Braille-TTY telephone

Types of TechnologyTypes of TechnologyVideoVideo

Uses video camera.Uses video camera.

Allows for interactive communications.Allows for interactive communications.

This allows customers and agents to see This allows customers and agents to see one another during their interactions.one another during their interactions.

Because of privacy issues or preference, Because of privacy issues or preference, some software allows customers to some software allows customers to block their image, yet still see the agent block their image, yet still see the agent to whom they are speaking.to whom they are speaking.

Types of TechnologyTypes of TechnologyVoice RecognitionVoice Recognition

Typically used by individualsTypically used by individualsto dictate data directly into ato dictate data directly into acomputer, which then computer, which then converts the spoken wordsconverts the spoken wordsinto text.into text.

People with disabilities canPeople with disabilities can

obtain data from theirobtain data from their

accounts by speaking intoaccounts by speaking intothe computer.the computer.

Advantages and Advantages and DisadvantagesDisadvantages

Organizational IssuesOrganizational Issues A company can extend its presence A company can extend its presence

without physically establishing a without physically establishing a business site and without adding staff.business site and without adding staff.

Many customers can be served Many customers can be served simultaneously.simultaneously.

Must have well-maintained, state-of-the-Must have well-maintained, state-of-the-art equipment, which is very expensive.art equipment, which is very expensive.

Must have qualified, competentMust have qualified, competentpeople to operate it.people to operate it.

Advantages and Advantages and DisadvantagesDisadvantages

Employee IssuesEmployee Issues Frees employees from mundane tasks such as Frees employees from mundane tasks such as

taking information and mailing out forms, taking information and mailing out forms, information, or other materials.information, or other materials.

Allows employees to serve more people in a Allows employees to serve more people in a shorter period of time – and do it better.shorter period of time – and do it better.

Many organizations see this as a way to reduce Many organizations see this as a way to reduce staff costs and overhead, therefore eliminating staff costs and overhead, therefore eliminating positions.positions.

Some people have difficulty using technology.Some people have difficulty using technology. Stress levels increase due to paceStress levels increase due to pace

of business.of business.

Advantages and Advantages and DisadvantagesDisadvantages

Customer IssuesCustomer Issues Customer may use telephone and/orCustomer may use telephone and/or

computer from home, office, car, or computer from home, office, car, or anywhere else to access products andanywhere else to access products andservices.services.

Allows for quick access to information and to Allows for quick access to information and to have questions answered.have questions answered.

To have the latest gadgets is costly in terms of To have the latest gadgets is costly in terms of time and money.time and money.

Technology doesn’t always work as it is Technology doesn’t always work as it is designed to, which leads to frustration.designed to, which leads to frustration.

Advantages and Advantages and DisadvantagesDisadvantages

Additional IssuesAdditional Issues There are some who will take advantage There are some who will take advantage

of technology – fraud and manipulation.of technology – fraud and manipulation. Violation of privacy.Violation of privacy.

Remember: a customer’s reluctance to Remember: a customer’s reluctance to provide you with information is notprovide you with information is notnecessarily a reflection on you ornecessarily a reflection on you oryour service-providing peers; your service-providing peers; it is based more on a distrust ofit is based more on a distrust ofthe system.the system.

Technology Etiquette and Technology Etiquette and StrategiesStrategies

EmailEmail

Use abbreviations and initials = Use abbreviations and initials = NONO Proofread and spell-check.Proofread and spell-check. Think before writing.Think before writing. Use short, concise sentences.Use short, concise sentences. Use both upper- and lowercase letters. Use both upper- and lowercase letters. Be careful with punctuation.Be careful with punctuation. Use only for Use only for informalinformal correspondence. correspondence.

Technology Etiquette and Technology Etiquette and StrategiesStrategiesEmail Email (cont’d)(cont’d)

Use organization email for business only.Use organization email for business only. Use care in the type of information you send.Use care in the type of information you send. Use blind courtesy copies sparingly.Use blind courtesy copies sparingly. Copy only necessary people.Copy only necessary people. Get permission to send advertisements or Get permission to send advertisements or

promotional materials.promotional materials. Get permission to forward an email.Get permission to forward an email. Be cautious in using emoticons.Be cautious in using emoticons. Fill in your address line last.Fill in your address line last.

Technology Etiquette and Technology Etiquette and StrategiesStrategiesFacsimileFacsimile

Failing to adhere to some simple guidelines and Failing to adhere to some simple guidelines and cause frustration, anger, and a breakdown in cause frustration, anger, and a breakdown in

the relationships between you and your the relationships between you and your customers.customers.

Be consider of your receiver concerning the Be consider of your receiver concerning the size of document being sent.size of document being sent.

Limit graphics because of consumption of ink.Limit graphics because of consumption of ink.

Limit correspondence recipients.Limit correspondence recipients.

The Telephone in Customer The Telephone in Customer ServiceService

Modern businesses rely heavily on the use of Modern businesses rely heavily on the use of telephones to conduct day-to-day operations telephones to conduct day-to-day operations and communicate with internal as well as and communicate with internal as well as external customers.external customers.

Some small- and medium-sized Some small- and medium-sized organizations don’t have dedicated organizations don’t have dedicated customer service professionals to customer service professionals to staff their telephones.staff their telephones.

The responsibility for answering the phones falls The responsibility for answering the phones falls on anyone who is available and hears it ring.on anyone who is available and hears it ring.

Tips for Creating a Positive Tips for Creating a Positive Telephone ImageTelephone Image

Speak clearly.Speak clearly. Limit jargon, slang, and colloquialisms.Limit jargon, slang, and colloquialisms. Adjust your volume.Adjust your volume. Speak at a rate that allows comprehension.Speak at a rate that allows comprehension. Use voice inflection.Use voice inflection. Use correct grammar.Use correct grammar. Pause occasionally.Pause occasionally. Smile as you speak.Smile as you speak. Wait to speakWait to speak Listen actively.Listen actively.

Effective Telephone UsageEffective Telephone Usage

Eliminate distractions.Eliminate distractions. Answer promptly.Answer promptly. Use titles with names.Use titles with names. Ask questions.Ask questions. Use equipment properly.Use equipment properly. Use speakerphones with caution.Use speakerphones with caution. Transfer calls properly – always request before Transfer calls properly – always request before

transferring.transferring. Call waiting – taking a second call may irritate your Call waiting – taking a second call may irritate your

current caller – ask first.current caller – ask first. Customers may feel you are too busy to properly Customers may feel you are too busy to properly

serve them.serve them.

Voice Mail and Answering Voice Mail and Answering Machines or ServicesMachines or Services

INCOMINGINCOMING Manage incoming calls effectively. Manage incoming calls effectively. Keep your personal outgoingKeep your personal outgoing

message current for those calling.message current for those calling.

OUTGOINGOUTGOING Plan what you are going to say just in case no one Plan what you are going to say just in case no one

answers.answers. Leave your name, number, and short description Leave your name, number, and short description

as to why you were calling.as to why you were calling. Avoid phone tag – give time you are available.Avoid phone tag – give time you are available.

Taking Messages Taking Messages ProfessionallyProfessionally

Person’s Name (spelled correctly)Person’s Name (spelled correctly) Company nameCompany name Phone number (with area code)Phone number (with area code) Brief messageBrief message When call should be returnedWhen call should be returned Time and date of callTime and date of call Your name as the person taking the callYour name as the person taking the call