38 CRM Metrics to Keep Your Organization on Track

Ajay Kathuria

Automation in the call centre industry and the role of BI tool

According to NASSCOM, the Indian ITeS-BPO industry has entered into Phase II of Evolution (i.e. moving from potential to performance). BPO companies today are continuously posed with various challenges as well as stiff competition in their markets – be it international or domestic. The clients demand an ever-increasing array of technology products and services, while expecting highest levels of quality and service delivery. Vendors have now started looking beyond contract fulfillment to identify opportunities for delivering high quality support to end-customers, hence focusing on long term growth. They are investing in technology to ensure high output resulting in increased customer satisfaction.

While there is so much that a BPO vendor manages, here is what I feel is most important for them as a company- Customer Interaction Management.

If not less, these companies manage close to millions of customer contacts every month. Hence, they need to monitor every single interaction with the customers and maintain a centralized database simultaneously. Earlier, for outsourced projects, traditional BPO service providers used a CRM solution or related application provided by the client to handle customer interactions. Today on the contrary, they use a CIM solution featuring multiple channels of communication. This provides a 360 degree interaction capability irrespective of the channel being used. Cross-trained agents work seamlessly to resolve customer queries and handle customer interactions not only by phone but also by email, chat and SMS on 24/7 basis.

Since the cost of acquiring a new customer is always higher than the cost of retaining an old one, so implementing such a solution is indispensible.

Call centers are also focusing on deploying a Business Intelligence tool which can provide them insight into the service level metrics and other process statistics. Various parameters affecting the service levels can be controlled at the configuration layer of such tools. The analytics derived provide visibility to managers and supervisors into floor management parameters such as AHT, occupancy, shrinkage, break management, AHoT, FCR etc. This builds a competitive environment for the agents where-in they have completely access to their scorecard and performance through the tool itself. A complete drill down of parameters affecting the performance gives them an opportunity to improve on the weak areas. The supervisors and managers can also pay attention to the high performing candidates to recognize and reward their efforts in future.

Thanks
Ajay Kathuria
www.vcustomer.com
www.vcustomerindia.com