Real-time Really Matters to Call Centers (Part 2)
This post was authored by guest blogger, Arnab Mishra. Arnab is VP of Products and Solutions at Transera.
In part 1 of this series, I described the implications of real-time information on customer service organizations. It turns out that companies successfully implementing a real-time customer service strategy have three things in common:
- A culture that views its customer service strategy not as a periodic business event or project, but rather as an on-going business process
- Investments in infrastructure that support the rapid creation, aggregation, and dissemination of data
- Implementation of systems that support the real-time implementation of business strategy in an intelligent, automated, and adaptable manner
I find it heartening to see companies engaging actively in the first two requirements through business process re-engineering and in continued investments in analytics and business intelligence technologies. What I find generally missing though is the third component. This problem is relatively acute in customer service organizations.
Implementation of real-time business strategies in a call center typically requires that data be brought to bear at the moment a customer is being serviced. This paradigm has been embraced in some self-service IVR applications where callers are provided specific prompting by the application based on a real-time view of their customer profile, history, and value. Self-service IVR applications, however, at best represent one-third of inquiries entering a call center. The vast majority of transactions require live agent assistance, and for these callers, no real-time data is being utilized to identify the agents who are best suited to handle their request accurately and efficiently. This gap in agent-assisted interactions is where customer service organizations can take a leadership role in moving the enterprise to a real-time model.
In part 3 of this series, I will discuss the required elements and potential benefits of moving a customer service organization to a real-time model.