Page 161 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes information received and provides traceability for the call centre (customer satisfaction
and reduced costs).

 Redistributes the total contact workload by handling email during off-peak calling periods.
In some cases, participants reported a reduction in call volume with the introduction of
email (reduced costs).

Future Changes Planned for email: The top future initiatives planned for call centres using email
applications are to:
 Begin using automated response applications to provide customers with auto-reply
confirmation and answers to commonly asked questions.
 Blend email with voice calls to create a seamless contact process independent of contact
media.
 Upgrade email tools and systems, and integrate with contact management applications
and call tracking cools.

 Improve routing and classification of email messages.
 Promote more email use by customers.
Working of email Process: The customer clicks on the email button
(a) The Web server sends down a Web form with required text fields or an email form.

(b) The customer fills out the Web form or types in their request and clicks on the Send button.
The email is sent over the Internet to the Web server, and then delivered to Symposium.
(c) Symposium receives the email and routes it to the agent best able to answer it.

(d) The agent then inserts a pre-scripted response or creates a new response. The agent can
also insert an attachment and save the new answer for use in the standard library of
responses. By clicking on a button, the agent sends the response to the customer as a
traditional email address supplied the customer.
(e) The customer receives the answer along with their other email messages.

Pitfalls of email Process: Hiring, training and managing the employees in a Contact Centre for
email could be an unaffordable option. E-mail is cost-efficient as a traditional call centre. It takes
twice as long to answer e-mail as a telephone call. So, customer-handling time mounts up.
 Agents in a contact centre need a higher skill set than traditional call centre agents.
 Email agents must be able to navigate the business website. They need to ascertain that the
customer was viewing the website and refer the customer to additional Web pages when
responding to their questions.
How to reduce the cost of handling e-mail:

 Implementing IVR’s/VRU
 Making a data base for Frequently Asked Questions (FAQs) that can be used to immediately
respond to a customer’s question. (keyword searches).

 When customers click on the email button, they are asked a series of questions, analogous
to Interactive Voice Response (IVR).
 Responding to the e-mail with a voice file.

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