Page 162 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 6: Technology for Customer Relations

Text Chat Notes
Text chat can be an effective way to communicate with the customer. Text chat is like a telephone
call, but instead of talking, the two people are typing their dialog.
Text Chat Process
1. The customer selects the Chat button.
2. The Web server then sends a form to the customer to ask questions.

3. The information along with the text chat request is sent to the server.
4. The Web server also sends down a small Java program, called an applet, to the customer’s
browser that sets up the text chat window.

5. It is critical for management control that the chat conversation flows through the Symposium
server and not directly between the agent and the customer. The Symposium server can
capture the “conversation” and allow the Internet Call Centre manager to
 Audit the conversations
 Improve the process

 View areas where automation or Web page improvements can reduce the
conversation time.
6. The agent can also talk to the customer through additional Web pages. This provides the
opportunity to sell the customer additional items that complement their original interest.
7. Text chat simulates the “give and take” of a telephone conversation,
The skill level of the agent handling the text chat needs to be greater than a telephone call
centre agent. The agent needs to be able to type effectively and have good writing skills.
 With email, the person answering has time to think. In a text chat, the agent must
answer immediately, putting more pressure on the agent.
 Drives up the cost of handling the customer inquiry, as a text chat conversation takes
longer than a telephone call.

Telephone Call Back

 Customers who prefer Call Back
 The Call Back Process
Why Some Customers prefer Call Back:

Customers may want to talk to someone at the company but can’t at a particular time. They may
have only one telephone line (which they are using to access the Internet) Call Back simply has
the Web server take information from the customer as to when it is best to call back. The Internet
CA Centre then has an agent call the customer back at that time.
The Call Back Process:

1. The customer clicks on the Call Back button.
2. The web server sends down a form that asks the customer for a telephone number and the
time to call back. This information is then sent to the Web server.

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