Everyone's aware that the call center is being called on to handle all
sorts of new responsibilities - from responding to e-mail service or sales requests, to
collaborating with a customer in an interactive Web product tour. Just as customer
service/sales solutions are growing more complex, so too are automated service systems
being developed to not only serve, but also personalize the customer's experience of a Web
site. What's lacking is a platform to tie everything together - to make consistent
business decisions that are based on predetermined rules that are triggered not on the
basis of communication channel (e.g., e-mail, voice, fax), but on the basis of a
customer's lifetime value to an enterprise. Quintus Corporation, traditionally a
CTI/call center software vendor, has announced a new product suite designed to route and
manage customer interaction across all forms of electronic and voice-based media. Called
eContact, the new suite includes Quintus' desktop applications for consumer call centers,
support departments, inside sales, consumer relations and human resource call centers.
Quintus has developed a set of media connectors that allow eContact to link to
automatic call distributors (ACDs), interactive voice response units (IVRs), e-mail
systems and e-commerce software and tools. The core piece of the system, however, is the
eContact engine itself.
It provides a single point of control for all forms of electronic interaction, and
through it organizations can apply business rules that are consistent across each
electronic channel (voice, e-mail, fax, Web, etc.), enabling the company to personalize
service and sales on a massive scale. The eContact engine:
- Distributes management of customer interactions in real-time,
- Routes interactions to appropriate resources,
- Enables the sharing of data across interaction "touch points" (e.g., phone,
self-service and e-commerce systems),
- Also enables the sharing of legacy, back-office and customer relationship data,
- Presents interaction status, customer histories and other user-defined information to
the agents,
- Captures and stores interaction histories, and
- Can create reports detailing quantitative and qualitative results across communication
channels.
Coordinating and personalizing customer interactions, regardless of channel, involves,
in the eContact suite, the creation of Data Containers (DCs) that are assigned to each
interaction to collect data about the customer and coordinate the efficient movement of
the transaction. Information collected in the DCs includes identification information
(ANI, DNIS, URL), customer data from multiple enterprise systems, profile information,
routing data and transaction history. All data collected in the DC can then be shared by
the entire eContact suite, which helps the system (and the agents, of course) to identify
and then personalize the interaction.
The eContact suite includes an Agent Console that is automatically popped on the
desktop, complete with customer data and sales scripts. It provides the agents with the
information they'll use to provide personalized service and to take full advantage of
upselling opportunities. It also provides phone controls and enables the agent to link
into customer information systems, legacy systems and third-party enterprise applications
if the need arises.
Equally important as the interaction itself are the reporting tools used to measure
that interaction. eContact's Consolidated Reporting layer provides a common set of
customization and administration tools that can be used to report on cross- and
inter-channel activity. Whatever path the "call" followed during the
interaction, from Web site self-service to commerce engine, to live agent assistance, can
be measured, tracked and thus, improved.
No. 407, www.ccsmag.com/freeinfo
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