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CRM & TECHNOLOGY

By

SHWETANSHU GUPTA

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INTRODUCTION

Success of any organization depends on how well it is able to maintain

its relationship with its customer.

Organizations are evolving fast to accommodate rapidly changing

customer requirements, increased competitive pressure.

Technology is key enabler to meet these demands.

Appropriate technology and clearly defining what processes it need to

perform is key to success

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Technology employed will be guided by business strategy of any

organization.

Business strategy defines customer group, customer functions and

means to provide those functions (assembling and delivering)

That’s why technology has to be in line with strategic objective of the

organization

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CONTACT CENTER TECHNOLOGY

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(Interactive Voice Response) IVR

Speech recognition for customer service

Computer telephony integration (CTI)

Automatic call distribution (ACD)

Customer complaint management technology

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IVR (Interactive voice response)

Software application that allows a

telephone caller to select options

(pre-recorded voice prompts) form a

voice menu,

A technology that automates

interaction with telephone callers.

Available 24 hours a day, seven

days a week, so callers can access

them anywhere.

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Callers simply have to enter requested

information into telephone keypad or by

simple speaking commands (Yes or No).

IVR is commonly used by various

organisations for order placement,

purchasing air line tickets, telephone

banking, call centres, completing surveys.

Reduce the cost of customer interaction,

common sales, service, collections and

support calls.

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IVR Platform- Server and operation system on which IVR runs. Platform

has ability to play and record voice prompts, recognize spoken input

from callers, translate text into voice for callers and transfer calls to any

telephone or agent.

IVR Applications- Control and respond to calls on IVR platform. Act as

guide to various functions running on IVR platform.

Back-end servers- Existing servers on which the required customer

data can be found (database).

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Telephony infrastructure- Includes telephone lines, switching

equipments and call centres automatic call distributors.

IVR Experts- Employees and consultants who know IVR technology

and challenges associated with implementation of IVR.

DTMF IVR and Speech recoginition IVR (Dual Tone Multiple

Frequency) (using keypad or voice)

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PROS AND CONS OF IVR

Locating- Integrates geographical data to allow end users to search

data by location.

Surveying- Allow organizations to conduct automated surveys. Simple

questions including yes/no and ratings.

Order Processing- Users can simply place order and pay without any

human intervention.

Outbound applications- Make calls to perform functions like

confirming appointments, overdue payments etc.

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Call transfer-Allow the calls to be automatically transferred to specific

person, department or location.

After Hour Messages- Play pre recorded messages based on hours of

operations, holidays or other criteria.

On Hold Messaging- Playback music or other messages while the IVR

has end user on hold.

Caller ID- Captures the caller ID from the originating number and

process the call accordingly.

Reporting- Captures call information and makes it available in various

formats.

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Considerations when buying an IVR

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Hosted version versus Installed version- Trade- off has to be made.

Hosted version has cost issues based on per minute usage or other

payment schedule. Installed version require hardware, software plus

any fees for customization

Capacity/ Scalability- Capacity depends on how many phone lines it

can handle, menu and messages it have.

Specialty- Specific for a purpose or can handle multiple tasks.

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Demonstration of IVR

Integration / Implementation (with current network, operating systems,

software, resources)

Training and Support (Initial training and support for resources and

implementation)

Quality of Web- Site

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Benefits of automation of inbound calls

Reduced Costs and increased ROI (Human involvement and

inefficiency)

Flexibility and Compatibility (generally flexible & upgradeable)

Customer Satisfaction

Added security

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speech recognition for customer service

Often used in call centres, allow computers to recognize natural human

voice and translate it into actions or text based on the flow of call.

Can handle more sophisticated tasks & requests based on the

application design.

Instead of menus, users can make requests in their own voice and

complete self service transactions in an easier, user friendly way

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benefits

Customer Satisfaction

Cost Savings (large volume of calls)

Improved Productivity (faster decision making)

Revenue Generation

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Key consideration

To evaluate various options available and to determine

which will deliver the greatest business benefit.

To investigate on design and deployment alternatives.

To design in-house or to outsource

Which standards to use

Customer communication policy

Vendor’s expertise

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challenges

To develop a system that can comprehend the customer’s

speech and vocab.

Creating simulations which are as close to real life scenarios

as possible.

Such systems are bound to time lag, as it takes time to

update system (To make system compatible with ever

changing environment

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Computer telephony integration (Cti)

Integration of computer (customer database) & telephone to

handle voice, fax and data traffic.

Saves operating costs & improve company’s efficiency.

CTI is beneficial only when business is telephone intensive

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BENEFITS

Improved customer service (details about the customer

on screen the moment he makes call)

Greater efficiency (can make call with single click of

mouse, handle multiple calls, automatically routes calls

where needed)

Flexibility (easily upgradable to handle additional call

without significant increase in cost)

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Key consideration

Cost (depends on activities organization is involved in,

number of customers)

Scalable and convergence (able to grow with future

demands)

Standard phones (able to use standard phones that are

inexpensive and easy to replace)

Versatility (should be able to perform other tasks as well)

Back office integration (compatible with existing system)

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AUTOMATIC CALL DISTRIBUTION (ACD)

Call routing utilities for incoming calls and route calls to available agents.

Distribute calls on first come & first served basis & if necessary holds it in

queue until it can be directed to next available agent.

When agent becomes free, he or she services the first caller in queue.

If the queue becomes too full, additional calls are routed to a designated

network treatment (include ringing, a busy signal, voice mail message)

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HUNT GROUP

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COMPONENTS

Call processing features (help customize ACD systems

configurations to meet an organization’s unique requirements,

handling high volume of incoming calls, finally distributing them to

agents)

Agent features (ensure customers receive quality service by

providing agents with set of functions that serve the current

requirement best)

Supervisors functions( enable administrative staff to monitor agent

work and provide them with support they needed, can access current

status as well as historical information collected by the system)

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Methods of call distribution1

3

2

Direct Department

Calling (DDC)

Skill 3

Skill 2

Skill 1

Expert Agent

Distribution

(EAD):

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Uniform call distribution (UCD)

Busy with calls

Idle from last

15 mins

Idle from last

10 mins

New callers

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ACD Queues and Announcements

ACD Queues are used when the caller ants to reach to a particular

business function instead of an individual

When using ACD Queues, contact center employees are assigned

to a call group.

They log in and log out of group through the web tool.

ACD will say like Press 1 for sales, Press 2 for support.

Calls will be automatically routed to any available employee in the

group.

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No Queue Situation

No agent is logged in the group

All logged-in agents are in Auxiliary Work Mode

No Queue slots are available.

In such situation

Caller gets a busy tone

Each split Queue can be assigned two announcements.

When an incoming call is directed to ACD split, the call is either directed

directly to agent or to the first announcement.

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First Announcement

After call enters a split queue, caller hears a ringing and the first

announcement.

If agent is available during first announcement, call is connected to

the agent

Each call is timed and ACD automatically checks which call is in

Queue for the longest & which agent is available

Till the time caller is on hold, he usually hears “Music on Hold”

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Second Announcement

At times caller will listen second announcement which say “please stay

on the line” indicating that all agents are busy.

Second Announcement give options to the caller either to say or to leave

message.

Allows high priority calls to be queued ahead

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Priority Queuing

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Call distribution to home based employees

This feature of ACD allows employees to handle calls and work from

their homes. With this functionality workforce can be significantly

expanded.

Offers data in form of reports to operation managers.

Operation manager can customize it and use it in effective manner.

Example: graphical, numerical and historical reports

Abandoned Caller ID information

Agent Calls Taken

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ACD Reporting

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Key call handling feature of an ACD

Call hold (to search some information while the customer is on line)

Call transfer (to another agent or supervisor)

Call forward (redirect call to another number)

Three way calling (include third party)

Call Pickup group (allows you to answer calls of another group, useful

where several people can answer each other’s calls)

Call Park (allows call on hold to be retrieved from any other telephone)

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Station hunting

Hunt groups are series of lines designed to receive similar calls. If first line

is busy, second is hunted and so on till the time a free line is found. There

are 2 ways of hunting: Serial (starts from top to down and after last line is

reached it don’t roll out to first line) and Circular (it starts from the last line

it connected, after last line is reached it rolls to the first line)

Camp on with call back

When you dial 971 or 893 number and it’s busy, caller can invoke Camp

on with call back. When the busy number becomes available. Caller

phone will ring. When caller picks up handset, called party number will

ring and when they answer call will be connected.

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Customer complaint management technology

A system for managing complaints

Divided into two parts: back end and front end

Front end used by employees who receive complaints and

communicating solutions back

Back end used by employees to resolve complaints

Front end consist of

Customer profile page (details of customer)

Customer interaction page (compliant details)

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Back end consist of:

Complaint resolution page (records solution offered, helps in

analyzing root cause of compliant to avoid future complaints)

MIS page (monitor progress)

Complaint management system technology can be either WEB based

(for a big organization to handle multiple location operations)or LAN

based ( for smaller organization)

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Benefits

Enhanced productivity of employees

Speedy and error free resolution of complaints

Monitoring and tracking mechanism

Singular database and customer history

Wide angle view of customer

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Front Desk Management technology

Electronic Queue Management System

Payment Technology

Customer Self Service Portals

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ELECTRONIC QUEUE MANAGEMENT SYSTEM

Help the service providers to manage the complete customer service

effectively especially the rush hours

Consist of 4 modules:

Ticket Dispenser Unit (customer obtain a ticket indicating time of

issue and waiting time)

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Status Dispenser Unit (placed in waiting area indicating ticket

number and counter number where customer has to proceed)

Teller Station Unit (used by staff to punch the ticket number to be

served)

Counter Display Unit (displays number of customer being served)

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PAYMENT TECHNOLOGY

Managing queues for payment is a challenge and that’s why bill payment

Kiosks are a convenient option

These kiosks allow users to make cash payments and obtain receipts

instead of waiting in lines.

Kiosks include a computer inside a durable enclosure. These kiosks can

be customized to suit customer needs.

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CAPABILITIES OF A KIOSK MACHINE

Authenticates the customer

Accepts and dispenses cash

Accept credit/debit card payment

Accepts cheque payments

Real time system monitoring

Software updated remotely

Narrowcast digital advertising

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BENEFITS FOR THE SERVICE PROVIDER

Improve staff utilization

Improves retail space utilization

Cuts customer wait time

Increase customer satisfaction

Reduce or eliminate errors

Reduce operational costs

Cuts office expenses and errors

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Bill payment Kiosk (customers can pay bills very quickly without human

intervention)

Internet Kiosks (user can access information for a fee, substitutes of

cyber cafe)

ATM Kiosk (offer customers 24*7 access to their accounts)

Touch screen kiosk (similar to a PC, machine is equipped with software

that responds to human touch and allows customer to make purchase or

view information)

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Touch screen technology

RESISTIVE (cheap and durable but lacks clarity)

SURFACE ACOUSTIC WAVE (high resolution, expensive,

susceptible to debris)

CAPACTIVE TOUCH SCREENS (best for high usage but can be

activated only with human touch)

INFRARED DISPLAYS (best for dusty and harsh environment but

difficult to use in direct sunlight because images get washed out)

MONITOR TECHNOLOGY (LCD, CRT)

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CUSTOMER SELF SERVICE PORTAL

Customers now want more control over their accounts, they want to

choose how they receive account information, they expect 24*7

availability

To maintain satisfaction and to meet expectations organizations are

now making use of self service portals.

Self service portals help in

Empowering the customers (timely and accurate information)

Improve supply chain efficiency (customer loyalty &

retention)

Reduce cost of service (dependence on agents is low)

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Self service module is in two forms

Fulfillment self service (enable customer to directly place their

own product orders, track those orders and to change them if

necessary, upgrade existing orders)

Sales Force Management Self Service (enables sales personnel

to manage client’s business transactions more closely with ability

to directly enter and track sales orders, obtain quotes, check

product availability, verify and update customer information)

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CRM TECHNOLOGY

Requirements

Business skills and analytical abilities

Support for web based functionality

Unified channels for customer interactions

Integrated workflow for business rules and procedures

Integration with other applications

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CRITERIA FOR CRM PRODUCT SELECTION

Organization Imperative

Integration with existing IT application landscape

Product Adaptability

Scalability of application

Implementation experience

Post roll out support structure

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CUSTOMER DATA MANAGEMENT

Data Mining

Data warehousing

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DATA MINING

Methodology to assess the value of data and to leverage that value as

an asset to provide valuable information for decision making

Simply to extract information from data, to discover the hidden gold.

Data mining tools use algorithms to develop if-then rules

Also include tools that can help in prediction of new data as well as

understanding, classifying and segmenting it.

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BENEFITS

Customer history and details

Fraud analysis and detection

Analysis and forecasting of business environment

Bankruptcy prediction

Threat assessment

Fault analysis in manufacturing

In medicine

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DATA WAREHOUSING

Data warehouse stores large customer data

It makes it possible to provide all the key people in enterprise an access

to information required to survive and prosper in an increasingly

competitive world.

Uses Relational Databases ( includes data in form of tables, rows and

columns)

Data warehouse has two type of information system: Operational

systems (that help run day to day operations of an enterprise like

inventory details, payroll) & informational systems ( analyze data & make

decisions)

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