Call system - the system of effective feedback to the consumer of goods and services (customer) or support, promotion of various promotions, social surveys, voting. It is part of the Customer Relationship Management system (M. Bodin, K. Dawson 2002).
By call system may be meant: operator processing line — including statistical — incoming and outgoing phone calls; hardware and software control center for incoming and outgoing calls. Contact center is a center for processing messages received through any communication channels (telephone, Internet, etc.).)
The standard organizational scheme of the call system is usually an office where operators work on processing incoming/outgoing calls. For each operator in the office there is a computer connected to the Internet and a local network with the necessary software and a phone with headphones and a significantly expanded range of possibilities. In the vast majority of cases, such companies are used to communicate with existing or potential customers, but there are also examples of internal call-centers. The need to create such usually occurs in very large companies with a huge staff. Recently, the popularity of providing call system in company services by one company that already has its own center, another within the framework of a single action or consumer survey has increased. As practice shows, in 70 % of cases the company that rented such services acquires its own call-center.
The main tasks of call system in the company include:
- correct reception and processing of incoming information;
- responsiveness to changes in the call system;
- creating, storing and modifying databases for requesting clients;
- software and hardware updates;
- continuous staff training;
- statistics maintenance;
- call routing according to their specificity;
- maximize the use of an automated interactive communication system to save time;
- interaction with other departments of the company;
- customer service improvement;
- reduce the number of "undeserved" calls (D.Sharp 2003).
Types of call system
Call system can be outsourcing and in-house. Outsourcing call system is a scheme of the organisation of the centre when his services are rented with a comprehensive operator training to the specifics of counseling clients that is necessary for renting the company's range of products or services. During the analysis of the effectiveness of building the supplier's feedback with the customer, the economic feasibility of using such a model was revealed in the case when the simultaneous work of less than twenty operators is necessary to receive calls. The second case is when the organization of mass communication is not on a permanent basis, but once or occasionally.
In-house call system this is an internal staff division of the company, which performs the functions of working with clients or partners. The main costs for the deployment of its own call-center account for the purchase of the system hardware and software complex (on the market there are ready-made solutions with a wide range of options), recruitment and training, rental and repair of premises (B. Cleveland, J. Mayben 2004).
Organization of work in call system
Call systems have two priority areas of work: incoming and outgoing communication. When processing incoming messages, the main objectives are, as a rule, to provide customers with information or to obtain information about the problems encountered by the customer when using the services/products of the company. Outgoing calls or messages have goals:
- selling something.
- information on innovations offered by the company to the target group.
- conducting various surveys.
- execution of collection functions.
Often, the call system has a branched or multi-level structure, where the operators of the first level provide a common set of information. When the subject of the appeal goes beyond their specialization, the client is redirected to the specialist who can solve his problem — to another Department or to a higher level. The norm is to record the caller and operator conversations to identify new, more effective counseling strategies, track errors made by operators in the work and conduct general monitoring (S. Verma 2004).
Place of contact center in business processes
Integration of any new communication channel should be planned based on the company's business, its development opportunities, and not only and not so much because the channel is "worth using". Often, the integration of new channels of communication with customers in the overall communication strategy of the company – no more than the visibility for management. One of examples is social media, which is dealt with by the marketing Department.
In fact, the planning, operation and evaluation of the contact center should be implemented taking into account the commercial objectives of the organization, the existing business processes and customer service strategy. Without a doubt, it all depends on the specifics of sales and service in each case. Nevertheless, it is necessary to recognize that social networks – for a long time not only marketing, but the channel of the address in the company. These requests or complaints should ideally be handled by a contact center employee and stored in the customer's history.
It is important to understand whether the stand-alone function is implemented or the service extends to new channels, fully integrating them into the overall system (A.Sobczak 2013).
Performance indicator of call system
After choosing a solution for the contact center, the functionality of which will ensure the execution of business tasks, it is necessary to decide what to measure and what should be the indicators. Priority channels of interaction and key performance indicators need to be correctly identified.
Leading organizations have shifted their focus to goals such as successfully resolving a customer's problem, selling more expensive or additional goods and services, and encouraging them to recommend the company to friends and family.
Net Promoter Score reflecting the likelihood that a consumer will recommend a product or service to another person has acquired special significance. Such recommendations are a powerful tool that can significantly increase the degree of customer satisfaction. Having defined the parameters of measurements, it is necessary to pay attention to the inclusion of not only statistics and analytics, but also a deep analysis of the quality of service and how it will affect the relationship of customers to the company in the long term (S. Verma 2004).
- Best G. (2019), Rules for outsourcing Your Call Center, Super Star press, Cupertino, p. 7-11.
- Bodin M., Dawson K. (2002), The Call Center Dictionary, Taylor&Francis Group, Boca Raton, p. 56-57.
- Cleveland B., Mayben J. (2004), Call Center Management, Call Center Press, Maryland , p. 99-102.
- Leangsuksun C. (2019), Intro to System Calls , Louisiana Tech University, p. 6-19.
- Oodith D. (2012), The Effectiveness of the call centere in managing customers and their needs, University of Kwazulu-Natal, p. 40-42.
- Sharp D. (2003), Call Center Operation, Digital Press, Elsevier Science (USA), p. 61-67.
- Sobczak A. (2013), Smart calling, John Wiley & Sons, Inc., Hoboken, New Jersey, p. 27-30.
- Verma S. (2004), Operation System, Krishna Prakashan Media, India, p.226-235.
Author: Anna Korovytska