Call system

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).

Appointment

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).

Examples of Call system

• Online Surveys: Online surveys are a great way to get feedback from customers. Companies can use them to get feedback on their products and services, as well as their customer service. They can also be used to conduct market research and provide customers with incentives to complete surveys.
• Automated Call Back System: Automated call back systems allow customers to leave their contact information and a short message, which can then be used by the company to call them back to discuss their issues.
• Customer Loyalty Programs: Loyalty programs are one of the best ways to reward customers for their loyalty and encourage repeat purchases. Companies can use loyalty programs to offer discounts and rewards to customers who purchase regularly.
• Social Media: Social media is a great way to engage with customers and get feedback from them. Companies can create polls and surveys to get feedback on their products and services, as well as respond to customer questions and complaints.

Advantages of Call system

The Call system provides a variety of advantages to its users:

• It can be used as a tool to provide customer feedback and build relationships with customers. It helps companies track customer satisfaction, allowing them to quickly address any issues that may arise.
• It can also be used to promote various promotions, such as discounts and special offers, as well as to conduct social surveys and voting. This allows companies to better understand their target audience and tailor their services accordingly.
• Additionally, the Call system is designed to be user friendly and easy to navigate. This makes it easier for customers to give feedback and interact with the company, resulting in higher customer satisfaction and loyalty.
• Finally, the Call system is cost-effective, since it can be integrated into existing systems and does not require additional staff or resources. This makes it a great option for businesses looking to improve customer relations without breaking the bank.

Limitations of Call system

The Call system has several limitations which should be taken into account when considering its use. These limitations include:

• Limited reach: Call systems are limited to only those users who are willing and able to make a phone call. This limits the pool of potential users, as many people may not have access to the necessary technology or may not want to make a phone call.
• Cost: Call systems can be expensive to maintain, as they require staff to answer calls, as well as the cost of setting up and maintaining hardware and software.
• Technical issues: Technical problems can arise with call systems, such as dropped calls, poor sound quality, or long wait times.
• Lack of customization: Call systems are generally limited in terms of customization, as they are typically limited to pre-programmed responses and cannot be tailored to specific customer needs.
• Limited feedback: Call systems are limited in terms of the feedback they can provide, as they typically provide only basic information such as customer satisfaction, rather than detailed information regarding customer behavior.

Other approaches related to Call system

Call system is one of the most effective methods for providing feedback to customers and promoting products and services. Other approaches are also available to further enhance customer experience and help businesses better understand customer needs. These approaches include:

• Customer Relationship Management (CRM): This is a system used to track customer interactions, store customer data, and manage customer relationships. It is used to identify customer needs, build loyalty, and increase customer satisfaction.
• Customer Service Automation: Automation of customer service activities such as customer inquiries and support can help reduce costs and improve customer experience. This is done by utilizing customer service software and automating customer service tasks.
• Multi-Channel Marketing: This approach involves utilizing multiple channels to reach customers, such as email, social media, and mobile applications. It is used to maximize customer engagement and promote products and services more effectively.
• Social Media: Social media is a powerful tool for businesses to interact with customers and promote their products and services. Through social media, businesses can create relationships with customers, build trust, and increase customer satisfaction.

In summary, Call system is a highly effective tool for providing feedback to customers and promoting products and services. Other approaches such as Customer Relationship Management, Customer Service Automation, Multi-Channel Marketing, and Social Media can also be used to enhance customer experience, build customer relationships, and increase customer satisfaction.

Call system — recommended articles

Outsource marketing — Selling process — Business model canvas — Innovative marketing — Consumer orientation — Marketing information system — Sales department — Call accounting — Information strategy

References

• 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

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