Page 164 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 6: Technology for Customer Relations

 In the meantime, the customer continues to surf the Web and more questions may arise Notes
from visiting different web pages. The agent has to be so skilled that he can handle a
broader scope of questions and can professionally address unexpected inquiries.
 A Web Call may take longer than a traditional call centre call.
 The agent needs a higher skill set. The agent has to know all that a traditional call centre
agent knows, plus how to direct people through the company’s Website.
 Can the network support good quality voice communications?
 The quality of the call depends on both the businesses—Intranet and the Internet. The
problem can have many cases including
 The business’ Intranet
 The Internet

 The customer’s connection to the Internet
 Customer PC problems
Technology-based Routing

 What is Technology based routing?

 Why do we need skill based routing?
 Challenges faced for implementing skill based routing and their cure.
What is Skill based Routing?: An important part of any call centre is routing the call, chat or e-
mail to the person best able to answer the customer’s question. This ability is called skillbased
routing—sending the customer’s call to the person with the best skills to answer questions.
Need for Skill-based Routing: The business can waste time by having the wrong person struggle
with an answer, and leave the customer with a bad impression.
Challenges faced for Implementing Skill-based Routing:
 The skillbased router needs to be able to understand what web-page the person was
looking at, and interpret textbased answers.
 The skillbased router must be able to “read” the e-mail and determine what the customer
is asking. It is only then that it can send it to the ‘right’ person.

Cure for Challenges:
 The task is improved by having the customer answer questions on a form.
 When the customer clicks on the Internet Call Centerfor either email, text chat, Call Back
or Call Me, the web-site sends down a set of questions.
 The answers may be “yes or no” answers, or free form.
 This information is then sent to the Symposium server, which uses the information to
decide who should answer the call.
 The questions are analogous to what happens with Interactive Voice Response, where
they are answered by pressing a number key on the telephone.

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