July 1999
Preparing Your E-Commerce Call Center With A
Customer-Centric Technology Framework
BY BRUCE TALLEY, HEWLETT-PACKARD CUSTOMER RELATIONSHIP SOFTWARE
The rapid expansion of e-commerce as a successful sales channel is driving customers to
the Web. So it follows that e-commerce must be easing the burden on call centers, which
were designed to serve more traditional sales channels, right? Not so. E-commerce is
changing the way call centers manage customer interaction, forcing companies to rethink
customer service and demanding greater efficiency from sales and marketing efforts - not
reducing call center traffic. Why not? Because e-commerce offers customers a new set of
options, and new options generate new questions. Who answers those questions? The call
center.
Now, things are more complex than ever for call centers. Customers may telephone to
respond to a marketing campaign they saw online, call to check on orders they placed at a
Web storefront or follow-up on support issues that began in e-mail dialog. In any of these
instances, customers will expect customer service representatives (CSRs) to be apprised of
their situations and ready to help. This means that CSRs need immediate access to
customers previous activity. This translates to complete integration of traditional
and online marketing and sales functions at the call center layer. This is no easy task
for information technology (IT) departments.
Fortunately, innovations in call center technology, combined with the right
technological framework, help companies gracefully reinvent call centers to support
e-commerce. Front office software, a step beyond computer-telephony integration (CTI), is
at the heart of this transition. Front office software manages and supports essential
sales, marketing and service applications from the call center giving CSRs access
to all the information they need to assist customers and ensure that customers dont
get lost in the shuffle.
Elements Of A Strong Technology Framework
In this atmosphere of escalating change and increasing customer demand, it is
essential to use a technology framework that keeps everyone and everything fully
integrated. The framework must be easy to implement, maintain and change, and must also
leverage the systems that already exist. It must allow enterprises to manage workflow, no
matter what systems people are working on or where the needed data reside. The framework
should be compatible with applications from a wide array of manufacturers and, of
course, it needs to be up and operating 24 hours a day, 7 days a week.
In addition to meeting each of these requirements, the call center system must deliver
all of this in a way that always puts the customer first. This means the technology
framework will offer the following benefits:
- Increased customer satisfaction. Increased competition in the online arena
means that customers are becoming more demanding. So the experience a company provides
every time a customer calls or contacts a Web site must always be satisfying. The customer
interaction framework must be designed so that CSRs can handle calls more efficiently. The
days of juggling customers and putting them on hold to find information or to take other
calls are over. Furthermore, for e-commerce to be successful, customers need to know they
can call a CSR and get quick assistance if they have a question during an online order.
- Increased revenue. Once the customer is on the phone and enjoying the kind of
customized attention that a strong customer interaction framework supports, the CSR has an
opportunity to generate additional sales by cross-selling or upselling. This becomes easy
if the framework gives the CSR instant access to the kinds of products in which the
customer is interested.
- Increased productivity. Providing CSRs with the tools to access pertinent
information not only improves customer service, it also shortens the time spent on each
call and improves productivity enabling the CSR to increase the volume of calls
fielded in each shift.
- Reduced training costs. When the framework that integrates multiple platforms
across several departments is easy to learn and use, new call center employees can be
brought up to speed quickly and veterans will pick up the ins and outs of new marketing
campaigns with greater ease. In a fully integrated call center, CSRs no longer need to
learn and navigate multiple applications.
In order to facilitate all of these benefits, the framework must be the central
interface for managing customer interactions across multiple channels such as voice, the
Web and e-mail. Additionally, it must have an open architecture so IT professionals have
the flexibility to plug in different components, depending on their needs, and to change
certain components over time.
Because not every business is the same, the framework must include applications that
address the specific needs of the organization using it. These include applications for
order processing, financial services, account management, billing, service provisioning,
workflow management and fault management. No matter what the need, the system must be able
to integrate a new application or retrofit an old one.
Front Office Software As A Framework
Companies can easily lose sight of the customers needs amidst the sea of
changes, both organizational and technical, that are required to blend e-commerce systems
with call centers. It is important to remember that all of these changes are being made to
better serve the needs of customers from their first call to their hundredth
purchase, and throughout every service need in between. Figure 1 below illustrates how
customer management should occur throughout an enterprise.
Figure 1
Initial customer interaction begins at what well call the front office, which
includes the call center, integrated with sales, marketing and service/support functions.
The customer request is then processed through a series of back-office applications that
may include finance, engineering or manufacturing, depending on the product. The back
office is integrated with the companys suppliers. The ideal framework is one that is
integrated with sales and marketing applications in the front office and with back-office
applications, while also providing CSRs access to a wide variety of customer and
product-related information. Front-office software is designed to accomplish this feat.
Here is an example of how a suite of front-office applications can work together to serve
customer needs on a number of levels:
As customers interact with a company via telephone, e-mail and the Web, the
front-office-enabled call center routes information accordingly, giving CSRs an
informational edge and ensuring that customers do not get lost once they hit internal data
channels. For example, a customer of a major Internet service provider (ISP) may e-mail a
question about a software upgrade to one of the CSRs, but also use a Web self-service
mechanism to search for the answer. If at some point in the process the customer calls the
ISP, it will annoy him or her if the CSR is unaware of the e-mail and Web tracking that
has already occurred. Customers dont have patience with a disconnect between various
aspects of service. To successfully do business with customers on the Internet, call
centers need e-marketing, e-sales and e-support functions to work together. For maximum
efficiency and reliability, each of these call center applications should be preintegrated
at the call center level. This creates a complete front office strategy with the following
benefits.
E-marketing application benefits:
- Increased revenue through Web-based marketing campaigns,
- Better management and utilization of the customer funnel,
- Greater customer intimacy though personalized communications.
E-sales application benefits:
- Increased customer satisfaction through higher quality support and self-service,
combined with a live agent,
- Customer retention by building loyalty through value-added services tailored to
individual needs,
- Lower cost than traditional sales channels.
E-support application benefits:
- Increased agent productivity,
- Better customer service and shorter call times,
- Reduced time-to-deployment for reduced project risk.
Hardware Platform As A Foundation
The call center needs to interface with many internal and external devices. To
support these interfaces, the call centers hardware platform must be able to grow
with the organizations needs, and it must work harmoniously with all other call
center components (e.g., telephony switches, Internet service providers (ISPs) and a
variety of NT and legacy applications). Windows NT, UNIX and other legacy systems are the
most common environments in call centers, requiring the call center platform to integrate
disparate systems. Call center configurations are like chess openings: there are
variations for every new situation encountered.
For example, in an inbound call center scenario, CSRs field customer questions, orders
and service requests. Inbound calls need to be routed to a CSR as quickly as possible.
Once the CSR gets the call, he or she needs access to a variety of databases to properly
service the customers needs. In building the call center, the company first chooses
the call center applications it needs, then selects telephony hardware and then chooses a
software framework to manage call center operations. Finally, the company decides which
server platform will best support this structure.
Integration Is The Key
The bane of organizational managers is not having access to key information from
other departments. The bane of IT is a series of disparate systems holding the front
office together, none of them working in sync. The bane of the customer is a lack of good
service. Their solution to substandard service is taking their business elsewhere.
Theres no way around it. Although integration may be gaining a
reputation as one of the most used buzzwords since total cost of ownership, it
is the key to successfully building a framework that merges the call center with current
and future e-commerce needs. What began with computer-telephony integration has blossomed
into e-commerce integration. The software that links companies computer systems and
call centers must also be able to talk to a range of applications at the call
center level and operate smoothly with applications in the back office. The more open a
framework is, the better. Furthermore, the more preintegration capabilities offered by the
front office software, the faster a company can provide a reliable, satisfying customer
experience.
Bruce Talley is manager, sales and marketing operations, for Hewlett-Packard Customer Relationship Software
. The group offers call center solutions to help customer service managers quickly adapt
to new channels, new markets and new customer demands. HPs solutions are installed
worldwide in industries ranging from telecommunications and manufacturing to financial
services and utilities.
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