jayant mendiratta(d27),rahul malhotra(c-38) - som

8/7/2019 Jayant Mendiratta(D27),Rahul Malhotra(C-38) - SOM

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Service Operations Management

Project

On

Design & Establishment of a 200 Desk Call Centre

Submitted to: Submitted by:

Mr. B.K Srivastava Rahul Malhotra(C-

38)

Jayant

Mendiratta(D27)

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1. Introduction

A call centre is a centralized office used for the purpose of receiving and transmitting alarge volume of requests by telephone. A call centre is operated by a company to

administer incoming product support or information inquiries from consumers. Outgoing

calls fortelemarketing, clientele, product services, and debt collection are also made. In

addition to a call centre, collective handling ofletters, faxes, live chat, and e-mails at one

location is known as a contact centre.

A call centre is often operated through an extensive open workspace for call centre

agents, with work stations that include a computer for each agent, a telephone set/headset

connected to a telecom switch, and one or more supervisor stations. It can be

independently operated or networked with additional centres, often linked to a corporate

computer network, including mainframes, microcomputers and LANs. Increasingly, the

voice and data pathways into the centre are linked through a set of new technologies

called computer telephony integration (CTI).

Most major businesses use call centres to interact with their customers. Examples include

utility companies, mail order catalogue retailers, and customer support for computer

hardware and software. Some businesses even service internal functions through call

centres. Examples of this include help desks, retail financial support, and sales support.

.A contact centre, also known as customer interaction centre is a central point of any

organization from which all customer contacts are managed. Through contact centres,

valuable information about company are routed to appropriate people, contacts to be

tracked and data to be gathered. It is generally a part of companys customer relationship

management (CRM). Today, customers contact companies by calling, emailing, chatting

online, visiting websites, faxing, and even instant messaging.

Call centre technology is subject to improvements and innovations. Some of these

technologies include speech recognition software to allow computers to handle first level

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of customer support, text mining and natural language processing to allow better

customer handling, agent training by automatic mining of best practices from past

interactions, support automation and many other technologies to improve agent

productivity and customer satisfaction. Automatic lead selection or lead steering is also

intended to improve efficiencies, both for inbound and outbound campaigns, whereby

inbound calls are intended to quickly land with the appropriate agent to handle the task,

whilst minimizing wait times and long lists of irrelevant options for people calling in, as

well as for outbound calls, where lead selection allows management to designate what

type of leads go to which agent based on factors including skill, socioeconomic factors

and past performance and percentage likelihood of closing a sale per lead.

The concept of the Universal Queue standardizes the processing of communicationsacross multiple technologies such as fax, phone, and email whilst the concept of a Virtual

queue provides callers with an alternative to waiting on hold when no agents are available

to handle inbound call demand.

Significance of a call centre:

Making outgoing calls for telemarketing

Helps a company to interact with their customers

To manage customer contacts

It is generally a part of companys customer relationship management (CRM)

Helps in improving agent productivity and customer satisfaction

Key challenges facing a call centre:

Increase Customer Satisfaction

Reduce Cost Of Operations

Increase Efficiencies

Increase Revenue

Reduce Risk

Doing a lot more ..With a lot less ..Without compromising quality

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Fulfilling The Key Elements of Most Organizations Strategic Plans

2. Technology used

Premise-based Call Centre Technology

Historically, call centres have been built on private branch exchange(PBX) equipmentthat is owned and hosted by the call centre operator. A PBX is atelephone exchangethatserves a particular business or office, as opposed to one that acommon carrierortelephone company operates for many businesses or for the general public. PBXs are also

referred to as: PABX- private automatic branch exchange

The PBX might provide functions such as Automatic Call Distribution, Interactive Voice

Response, and skills-based routing. The call centre operator would be responsible for the

maintenance of the equipment and necessary software upgrades as released by the

vendor.

Virtual Call Centre Technology

With the advent of the Software as a service technology delivery model, the virtual call

centre has emerged. In a virtual call centre model, the call centres operator does not own,

operate or host the equipment that the call centre runs on. Instead, they subscribe to a

service for a monthly or annual fee with a service provider that hosts the call centre

telephony equipment in their own data centre. Such a vendor may host many call centres

on their equipment. Agents connect to the vendor's equipment through traditional public

switched telephone network(PSTN) telephone lines, or over Voice over IP. Calls to andfrom prospects or contacts originate from or terminate at the vendor's data centre, rather

than at the call centre operator's premise. The vendor's telephony equipment thenconnects the calls to the call centre operator's agents.

The PSTN is the network of the world's public circuit-switched telephone networks. It

consists of telephone lines, fiber optic cables, microwave transmission links, cellular

networks, communications satellites, and undersea telephone cables all inter-connected

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by switching centers which allows any telephone in the world to communicate with any

other. Originally a network of fixed-line analog telephone systems, the PSTN is now

almost entirely digital in its core and includes mobile as well as fixed telephones.

Virtual Call Centre Technology allows people to work from home, instead of in a

traditional, centralized, call centre location, which increasingly allows people with

physical or other disabilities that prevent them from leaving the house, to work.

Cloud Computing for Call Centers

Cloud computing for call centers extends cloud computing to Software as a service, or

hosted, on-demand call centers by providing application programming interfaces (APIs)

on the call centre cloud computing platform that allow call centre functionality to be

integrated with cloud-based Customer relationship management, such as Salesforce.com

and leads management and other applications.

The APIs typically provide programmatic access to two key groups of features in the call

centre platform:

Computer Telephony Integration (CTI) APIs provide developers with access to basic

telephony controls and sophisticated call handling on the call centre platform from a

separate application.

Configuration APIs provide programmatic control of administrative functions of the call

centre platform which are typically accessed by a human administrator through a

Graphical User Interface (GUI).

Atos Origin works in conformity with the Consult Build Operate principle. This

approach stresses the correlation between business and IT. This also includes the famous

make-or-buy decision: do we want to keep our call centre activities in-house or are we

going to outsource? The market for outsourcing call centre activities is pretty mature. It

can thus be a good choice to have an external party takes care of the call centre activities.

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The business analyses get closed with a set of requirements. This forms the starting point

of equipping the call centre.

PABX versus VoIP

A specific choice, concerning technique that needs to be made when equipping a call

centre is the use of PABX (Private Automatic Branch exchange) combined with ACD

(Automatic Call Distribution) versus the use of VoIP.

A PABX is actually a switch that makes a connection between the public telephony

system and the internal telephony system. VoIP uses the internet or another IP network to

transport telephony. The choice for one of these two is connected with some other things.

First of all the geographical spreading plays an important role. When using VoIP there is

no quality loss due to big distances, something that can be the case when using

PABX/ACD. Using PABX means having a (big) number of translation waves; every

translation wave means loss of quality. When the call centre is only used within the

boundaries of one country, this issue expires. The benefit of VoIP is that you can transfer

it native.

Secondly the costs of VoIP can be much lower than those of PABX and ACD. If the call

centre mainly has a regional function then PABX combined with ACD (about 20 agents)

can suffice. For bigger call centers and an international scope the choice for VoIP is

obvious. The call centre can be run more structured and speech can use the data network.

Hard versus Soft phones

A next hardware choice is the use of telephone or PC (respectively hard phone and soft

phone). Both alternatives require a headset. It is obvious that buying hard phones results

in extra out of pocket costs. Using PCs (so soft phones) can cut costs since every PC

has a sound card at its disposal.

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3. Data management and back-up facilities

A call centre needs to store a significant amount of data that concern call processing. It

goes without saying that its important to transfer these data to disc/tape regularly.

Important questions are: for how long do the data need to be stored? What are the legal

consequences of data storage? Redundancy is an important requirement for back-up

facilities. You also create a so-called Disaster Recovery Plan for the call centre. This

plan describes the process and procedures that are necessary to guarantee the continuity

of the critical IT-infrastructure in the case of incidents. The back-up facilities need to be

physically separated so that divergence is possible in case of an incident.

Software

The buy decision plays an important role here. Apart from the possibility to buy all the

software needed, its also possible to buy the software as a service. This process is known

as SaaS (Software as a Service). The benefits of SaaS are that it asks for a low initial

investment and that an organization needs an only a limited knowledge of software. But it

is so that this creates a strong dependency on an external party (for instance for updates

and new features). Because of the standard SaaS supply, organizations may have a hard

time distinguishing themselves from the competition (this wish can stem from the

business analysis with regard to the positioning of the organization and the call centre).

CRM link

Integration of the call centre software with other corporate information systems is

recommended. Especially integration of, if present, a CRM-system is very important. A

link can lead to an agent being able to identify the caller, automatically select an agent

with algorithms (on the basis of client data) and start, for instance, an automated voice

service.

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Reporting

Reports provide insight in the performance (quantitative as well as qualitative) of callcentre agents and make adjustment and a learning organization possible. These

measurements can also be used to make a planning for the future. In order to receive good

reports its necessary to have a tool that can perform measurements and analyses. Such

metrics & analysis tools are often part of the standard call centre software. But its

important to check whether the tool can handle standard reports as well as client specific

reports. Quantitative data that are necessary are, for instance, service level, acceptance

percentage, handling time, first time fix and the number of sales. For qualitative data

these are, amongst others, the quality of the agents conversations and the way the

supporting systems are used.

The infrastructure should allow an outsourcing vendor to maintain multiple applications

and systems for multiple clients and should enable rapid deployment and integration.

Hence it becomes necessary for an outsourcing vendor to select the right infrastructure

and architecture.

Infrastructure requirements of a typical customer service center include the

following:

1. Telecommunication network

2. Hardware

3. Software

Telecommunication Network

The telecommunication network connects a caller with the agent. The basic elements of a

telecommunication network include public switched telephone network (PSTN), router,

long distance carrier (LDC), Ethernet switch, modem and contact center server. When the

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outsourced call center is located in another country, the LDCs in the two regions are

connected through the International Private Leased Circuit (IPLC), which is an agreement

that provides connectivity through cable or satellite on lease. Companies have recently

started using the Voice over Internet Protocol (VoIP) technology, which is used to

transmit voice, fax and data to another location through Internet Protocol (IP) network.

Hardware

A customer service center should have state of the art hardware components such as local

area network (LAN), desktops for agents, automatic call distributor (ACD), predictive

dialer, computer technology integration (CTI), Web integration, interactive voice

response, fax on demand, and voice logging and messaging. Integration of these different

components becomes easy if they have a single platform.

Software

Software is as important as the telecommunication network and hardware in a call center.

Various Customer Relationship Management (CRM) software are available that enable an

agent to gather information about a customer (who is on line). CRM software also allows

segregation of the customers into different types and determining the value of each type.

Vendors can use end-to-end CRM software as well as packages catering to specific

functions such as telemarketing and technical support, etc.

The telecommunication network and hardware at a typical call center that uses IPLC is

given in Figure 1. The client and the customers are generally located in a developed

country such as the US and outsourced vendor is located in an offshore destination such

as India (Read the report on outsourcing to India for details on Indias value proposition

as an offshore destination). The customer connects to a PSTN at the client site. The call is

then routed over to LDC in the US. This call is further connected to India through the

IPLC between India and the US. The Indian LDC and a local loop transfer the call to the

call center server through a router, while the data is transferred to the call center LAN.

The ADC distributes the calls to the agents. Other hardware components are used to

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either obtain information about the customer from the database or to manage the calls

efficiently.

4. Location for a call centre

Infrastructure is critical to call centre operations. We expect the call centre to operate

regardless of external factors. Of course, we can provision for business continuity through

back up power, redundant telephony connectivity etc. But the single largest factor

influencing operational survivability will be the location and its pre-disposition to floods,

power outages, hurricanes, snow etc.

Of course, we must remember that some locations such as the Canadian Atlantic region

may get a great deal of snow each winter season. They are used to this and have built

buildings and infrastructure in expectation of these conditions. Businesses in the state of

Virginia lose more work-days to snow than do businesses in Prince Edward Island.

Real estate in any considered location is also critical. If you have found a great market

with no available real estate that is suitable, then your options become delaying the

project in hopes that something suitable becomes available (unlikely in a small market) or

to delay the project and build to suit. This is often a longer and more capital intenseoption, though it can have the lowest total cost of ownership/operation over a five to 10

year operating window.

The prevalent wages in the target market, associated level of education at that wage level,

and prevalence of union activity are all valid considerations and ones you must assess and

incorporate in building a budget.

Determinants of Back-Office Location Selection

Labour Market Determinants

currency valuation

wage rates, average 2,080 hours per year per agent

employee benefits costs

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turnover rates

unemployment rate

education levels

language skills

computer literacy and technology culture

customer service culture

public and private training resources

Occupancy Determinants

occupancy costs usually not to exceed 10% of labour cost

real estate, lease, taxes, utilities, leaseholds calculated per agent

right of first refusal on vacated space in building or development

pre-costed sub-lease or lease termination options

no requirement to return property to shell (original) condition

size of space, 125 sq. ft.+ per agent, large centers 50k sq. ft.+

usually require expansion capacity to 300 agents

suburban - parking of 7 spaces per 1000 sq. ft

suitability of space, usually prefer one space, one floor, one floor plate

presence of columns adds 25% to space requirements/cost

availability, cost and redundancy of bandwidth

utilities costs, redundancy, uninterrupted power supply (min. 30 minutes)

Occupancy Determinants Related to Labour Turnover

proximity to other call centers in building, development and area

building image, interior esthetic

work station cubicle size

air quality, temperature control, lighting, carpeting

adequate number of washrooms, common space & lounges

less than 30 minute commute from labour market

well lit, secure access to subway, bus or rail transit

transit operation matches hours of work

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well lit, secure access to adequate, affordable parking

proximity to amenities food vendors, child care, gym

if single parent workforce m.o., proximity to day care

if student m.o., proximity to college & university

Key Technology Determinants

proximity to technology suppliers and consultants

telecommunications capacity

telecommunications media

telephone equipment

information systems hardware and software

computer - telephony hardware integration

call centre management software

systems integration of voice, data and video

interactive voice response (IVR)

automatic number identification (ANI)

unified vs. integrated messaging

user interfaces

telecommunications switches and protocols

public vs. private systems

packet vs. circuit switching

TC/IP vs. ATM

impact of internet hardware requirements

IVR Phone Systems

IVR phone system is an automatic toll free phone answering software and system. It

collects useful information from a caller before the call is transferred to an agent. The

IVR system could fulfill the callers request without a transfer. Our IVR software system

gives your organization a 24 by 7 capability, providing around-the-clock information to

your callers.

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By responding to prompts provided by our IVR system, callers can now receive any

information you choose to make available. Call centers in particular can become instantly

more productive by letting the phone system gather caller information, verify caller

identity and, if necessary, determine the best service representative to handle this request

using our interactive voice response technology Call recorders.

Music on hold player

Headsets,

Wireless Headsets,

Telecom switch

LANS

COMPUTER NETWORK

5. Software used in call centers

Speech recognition

Speech recognition (also known as automatic speech recognition orcomputer speech

recognition) converts spoken words to text. The term "voice recognition" is sometimes

used to refer to recognition systems that must be trained to a particular speakeras is the

case for most desktop recognition software. Recognizing the speaker can simplify the

task of translating speech.

Speech recognition is a broader solution which refers to technology that can recognize

speech without being targeted at single speakersuch as a call system that can recognizearbitrary voices.

Speech recognition applications include voice user interfaces such as voice dialing (e.g.,

"Call home"), call routing (e.g., "I would like to make a collect call"), demotic appliance

control, search (e.g., find a pod cast where particular words were spoken), simple data

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entry (e.g., entering a credit card number), preparation of structured documents (e.g., a

radiology report), speech-to-text processing (e.g., word processors or emails), and aircraft

(usually termed Direct Voice Input).

IVR

In telecommunications, IVR allows customers to interact with a companys database via a

telephone keypad or by speech recognition, after which they can service their own

inquiries by following the IVR dialogue. IVR systems can respond with prerecorded or

dynamically generated audio to further direct users on how to proceed. IVR applications

can be used to control almost any function where the interface can be broken down into a

series of simple interactions. IVR systems deployed in the network are sized to handle

large call volumes.

IVR technology is also being introduced into automobile systems for hands-free

operation. Current deployment in automobiles revolves around satellite navigation, audio

and mobile phone systems.

It has become common in industries that have recently entered the telecommunications

industry to refer to an Automated Attendant as an IVR. The terms Automated Attendant

and IVR are distinct and mean different things to traditional telecommunications

professionals, whereas emerging telephony and VoIP professionals often use the term

IVR as a catch-all to signify any kind of telephony menu, even a basic automated

attendant.

Skills based routing

Skills-based routing (SBR), orSkills-based call routing, is a call-assignment strategy

used in call centers to assign incoming calls to the most suitable agent, instead of simply

choosing the next available agent. It is an enhancement to the Automatic Call Distributor

(ACD) systems found in most call centers. The need for skills-based routing has arisen, as

call centers have become larger and dealt with a wider variety of call types.

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In the past, agents answering calls were generally able to be assigned to only one queue

taking one type of call. This meant that agents who could deal with a range of call types

had to be manually reassigned to different queue at different times of the day to make the

best use of their skills, or face being exposed to a wide variety of calls for which they

were not trained. With skills-based routing, the skills needed for a particular call are often

assessed by the dialed telephone number and the calling number or caller's identity, as

well as choices made in any associated IVR system. Given this assessment, a skills-based

routing system then attempts to match the call to a suitably trained agentthe thinking

being that an agent with matching skills will be able to provide a better service than one

who does not.

As a consequence, the separate large queues that were characteristic of the ACD-drivencall centre have disappeared. Instead, each caller seems to have their own waiting area

that they may share with only one or two others. Instead of being served in the order of

their arrival, calls are served as agents with appropriate skills become available.

CTI Software

Computer Telephony software is a robust set of library routines that enable your

application programs to communicate with your phone system. This computer telephony

software lets you increase staff productivity while enhancing your customer relationships

and reducing costs. This is accomplished by combining the capabilities of your phone

system with the custom functionality of your Windows, Unix or Web applications.

VoIP

Voice over Internet Protocol (Voice over IP, VoIP) is one of a family of internet

technologies, communication protocols, and transmission technologies for delivery of

voice communications and multimedia sessions over Internet Protocol (IP) networks,

such as the Internet.

VoIP can be a benefit for reducing communication and infrastructure costs. Examples

include:

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Routing phone calls over existing data networks to avoid the need for separate

voice and data network.

Conference calling, IVR, call forwarding, automatic redial, and caller ID features

that traditional telecommunication companies (telcos) normally charge extra for,

are available free of charge from open source VoIP implementations

6. HR at call centers

Skill set requirement of a call centre employee

Good command over English language

Aptitude for working with computers Good Typing speed

Knowledge of consumer behavior

Marketing skills

Ability to retrieve information quickly from databases

Ability to analyze problems

Pleasant and friendly manner

Ability to work as part of a team

Ability to Deal with Difficult People

Ability To Work in a Fast-Paced Environment

Accuracy and Attention to Detail

Ability to Learn New Skills

Passion for customers

Passion for services

7. Training @ Call centers

The most significant challenge facing the call centre industry is critical lack of trained

and experienced call centre professionals

Basic English Skills

Since English is a second language for most people and people are not always proficient

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in the same most call centre focus on building Basic English competency before

proceeding to other training. This is required as most of the work would involve English

as the communication media and since the job is highly customer facing and involving a

lot of verbal and non-verbal communication, a basic level of competence in English is a

must to work in this industry.

Accent Training

Every person will have some element of residual accent from his mother tongue in any

language that he/she speaks. Though this is an acceptable element in most areas of work,

the kind of dedicated constant one-to-one interaction that a call centre worker exposes

themselves to makes it desirable to reduce the strength of that accent in favour of a

standard or target pronunciation. English speakers with foreign language influence,which is the case in India, often are unable to create the standard phonemes (sounds) of

English because of lack of familiarity and proper training. They also are not very adept at

speaking with English-standard stress, intonation or rhythm. This is because those

sounds, stresses and intonation patterns may differ in their native language, leading to a

strong accent, or an accent heavily affected by the first language.

In Accent training (sometimes called Accent Reduction or Accent Neutralization) the

regional or first-language influence on the pronunciation of English is systematically

reduced to get a neutral accent. Though each institute uses their own techniques of

doing the same normally this involves three steps: Recognition, Reproduction and

Repetition.

Telephone Skills Training

The ability to effectively communicate with customer and colleagues is a key skill that

most people look for in a call centre employee. A primary ingredient of successful

communication by the employee is telephone skills when communicating with

customers. As said earlier the impact of First Language Influence (FLI) on an

employees communication skills cannot be underestimated and they need to be able to

communicate more effectively and efficiently with customers and colleagues in spite of

this. Also they need skills to build empathy and rapport and strengthen relationships with

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colleagues and customers through the limited interaction media of phone as that is what

their work will involve. This makes telephone skill training very essential.

Empathy Skills Training

Another important skill that employers look for from potential employees is empathy

skills. Empathy (or rather the lack of it) is an important communication challenge that

call centre executives face because of a variety of reasons like limited interaction

possibilities over phone, cultural differences etc. Especially in India the ability to

demonstrate empathy and form an emotional relationship with the foreign customer is a

huge hurdle that most call centre employees face. Hence this work requires a lot of

emotional labour along with the normal labour and the ability to empathize with your

customers and put yourself in their own shoes.

Cultural Awareness Training

When a call centre employee is talking to a customer from a different country, it is not

just a simple exchange of words that is happening, but a virtual connection between two

very different cultures is established. Ones culture dictates the style of the

communication as well as the content, for example the response-answer model as well as

words used might vary from culture to culture and this can raise barriers as a subtext to

the actual conversation. Values, assumptions and perceptions are things that govern the

way we behave and interact, and these are largely conditioned by culture. The way we

behave from the way we stand and talk, to the way we deal with superiors, conflict and

decision-making, the courtesy levels we expect etc are hugely influenced by our culture

and they are imbibed so very deep that we act upon them instinctively, which if not

handled properly can lead to substantial misunderstanding and mis-communication.

Personality Development and Customer Service

Along with all the functional knowledge most institutes also undertake personality

development as this is very important for a customer facing job like this. Also most

institutes give coaching for passing that all-important job interview by giving tips and

tricks on handling interview questions etc.

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Also as ones career progresses one has to take on leadership roles etc like team lead,

project lead etc and this can happen only with the right set of skills and a pleasing

personality that can get jobs done. This makes personality development a very important

topic in the long term development of a call centre career/Customer service etiquette are

also required for obvious reasons and they are very much similar to personality

deployment as both deal with increasing ones ability to effectively deal with people.

8. QUALITY

Call center metrics include many areas and factors.

Quality of calls belongs to the most important factors of this industry. That is why the

main task of call companies will be hiring the most qualified and language proficient

personnel. By hiring smart personnel that is highly knowledgeable about the services and

products marketed or sold, you will ensure high quality of outgoing and incoming calls.

Cost per call. Call centers owners should look at actual costs of calls made through theiroperations. Usually outbound calls are more expensive, as long-distance telephone rates

are applied. A great number of modern companies outsource manpower from English

proficient countries as labor costs are much lower.

To assess a cal canter business, you first of all, have to look at the operations schedule.

Generally, call centers are outsourced, that is why schedules of operations greatly differ

from usual work hours. As an example, Indian call center employees will have to work on

graveyard shifts especially if calls are made from and to Canada or the United States.

Here are some key performance indicators:

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Rate of speed of answer

Response duration

Blocked and abandoned calls

Average call value

Average handling time per call

Occupancy and productivity

Key performance indicators must include the fact about the performance rate and there

should be an ability to track it. When setting goals for performance, do not forget that it is

necessary to have a good amount accountability to chase these goals. It is also advisable

to note all performance problems for further diagnosing and improvement.

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Every call center is an inseparable element in successful functioning of a company. It is

not enough just to enter the market with a new product. As already said above post sale

service is important and thus excellent performance of a call center in a must. In order to

improve performance it is necessary to set goals and measure current and potential

performance. This is where Balanced Scorecard comes into play.

The above diagram shows how to use balance scorecard as an effective tool for

performance management.

The following steps are used:

Establish key performance indicators

Finding major KPI to be evaluated

Use balance scorecard system

Obtaining results

Analyzing results

Taking measures

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Evaluating counter measures

Training and coaching of personnel

Reaching high performance level

Investing in quality management will help to turn call centers from a cost to a profitcenter.

jayant mendiratta(d27),rahul malhotra(c-38) - som

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