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Article : The Contact Centre Management Paradox: Balancing Efficiency With Customer Service Levels

An integrated multi-media contact centre with common management control can deliver significant operational and financial benefits, whilst exceeding customers' expectations. However, in order to achieve this multiple channels must be integrated into a cohesive, unified customer service strategy and, to ensure optimal performance, there must be detailed planning at a strategic level.

Historically, call centre managers have been challenged with forecasting call volume in order to have the optimum number of agents available to meet customer service levels during peak demand periods. Now however, more sophisticated customers are turning to alternative communication channels to interact with organisations.

In particular the use of email is burgeoning – to the extent that Ovum predicts it will form 20-25% of total contacts made by 2006.


Timothy Waters
Global Head of ERM
Damovo


This is forcing 'call centres' to become 'contact centres', with customers demanding that emails be handled with the same quality, and afforded the same consideration, as phone calls.

The new challenge being posed to contact centre managers is therefore "How many additional staff are required to respond effectively to customers' emails?" When working out the answer, it is important they remember that the number of staff required to handle emails is considerably impacted by how effectively organisations integrate multi-media communication channels into their centre.

As Damovo's Head of Enterprise Relationship Management, Timothy Waters comments, "The contact centre management paradox lies within balancing the potential efficiency gains of agent utilisation with meeting telephone customer service levels. Gartner forecasts that enterprises which synchronise customer-facing interactions across channels will out-perform competitors with siloed channels by 20%. Consequently, it is crucial to understand and plan for the impact of the changing contact mix on your business."

In a climate where customers are increasingly turning to enterprises that can be contacted in whatever way is easiest for them, those who are confident that any type of enquiry will be responded to promptly and professionally will keep coming back. Consequently, enterprises failing to balance efficiency with customer service levels will fall prey to the contact centre management paradox, losing customers and effectively wasting any investment made in transforming their call centres into contact centres.


About Damovo
Damovo is a global services company delivering world-class corporate communications. Through consultancy, design, implementation and management, Damovo delivers advanced business solutions in the following areas: mobile solutions, voice enabled solutions, enterprise relationship management, managed services, data and converged networks and E-Collaboration.

About the Author
Timothy has had over 10 years experience in the telecommunications sector. Working with Telstra and its visionary subsidiary Telstra Multimedia, Timothy has held a number of Product Management and Marketing related positions. These roles include managing solutions in areas such as Operator Assisted Services, Premium Call Services, Multimedia Conferencing and Mobile Messaging.

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Published: Sunday, January 5, 2003

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