The Indian Call Center Journey
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QUESTIONS FOR DISCUSSION
1. Prepare a note on the functioning of a call center
and comment on its necessity and viability in the Indian context.
2. India had certain inherent advantages because of which, it had been
identified as the preferred destination on a global basis for outsourcing IT
services. However, these very advantages were proving to be its drawbacks in
the early 21st century. Critically examine the above statement giving
reasons to support your stand.
3. What were the problems being faced on the human resources front by the
call centers? How were the players planning to address them?
EXHIBIT I
CALL CENTER TERMINOLOGY
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Automatic Call Distribution (ACD): The ACD processes all
inbound telephone calls on a first come, first served basis. The
system answers each call immediately and, if need be, holds it
in a queue till the time an agent is available. When an agent
becomes free, he/she services the first caller in the queue. A
system can be configured to offer different kinds of treatment
to different callers. For example, people calling long distance
can be given priority handling. Or calls from customers placing
orders can be taken before than those seeking technical support.
By providing sequencing and uniform distribution of incoming
calls among multiple agents in a call center, ACDs offer
time/labor savings and enhance productivity.
Interactive Voice Response (IVR): IVR applications support the
automated retrieval of stored data. These usually took the form
of pre-stored messages saying Press 1 for this or Press 2 for
that.'IVR applications range from basic inquiry to the most
sophisticated speech recognition applications.
Computer Telephony (CTI): CTI is one of the most common
features of call center environments. They can either be a
simple screen pop-up window, a sophisticated call control
algorithm that can search for the last agent that spoke to the
caller, or a predictive dialing solution that doubles the
efficiency of outbound calling. With a simple click of a mouse,
a call center agent can quickly move between a customer profile,
product information, customer history, order entry, fulfillment
request, template cover letters and quote entry, among other
fields.
Web Integration: The integration of Web technology in call
centers offers personalized, time and cost effective customer
service. Organizations can either have a call back button on
their Web page whereby a call is automatically made to the
customer or have a seamless addition of voice over IP to the web
application.
Reporting Systems: Different reporting applications are used
to optimize the use of different communications platforms.
Depending upon the firm's specifications, either simple
proprietary tools could be used or advanced tools that blend
information from multiple communications and information systems
platforms can be adopted.
Workflow Management Tools: Coordinating telephony applications
with information systems applications, workflow management tools
assist call center supervisors to script and manage employee
activity. For example, selecting the best agent for handling
particular types of calls. |
Source : ICMR
ADDITIONAL READINGS & REFERENCES
1. Mukerjea D.N. & Dhawan Radha, Teleworking - The
hottest business opportunity for India, Business World, January 7, 1999.
2. Chandrashekhar S. & Lahiri Jaideep, Connecting to customers through call
centers, Business Today, June 22, 1999.
3. Jayaram Anup, Can I help you sir?, Business Today, November 29, 1999.
4. Carver John, Staff turnover friend or foe?, www.callcentres.com,
February 18, 2000.
5. Kumar Rahul, Finding the Right Mix, Computer Today, November 1, 2000.
6. Rajawat K. Yatish & Kulkarni Sangeeta, No-fuss gus, Economic Times,
December 1, 2000.
7. Kjellerup Niels. Myth & Reality about Contact Centers in India,
www.callcentres.com, February 20, 2001.
8. Agnihotri Peeyush, How can I help you, sir?, Tribune India, February 12,
2001.
9. Singh Shelley & Srinivas Alam, Waiting for the call, Business World, May
28, 2001.
10. Sarma Uma & Ramavat Mona, Call centers attract but disappoint, The
Economic Times.
11. I.T Enabled Services - The Indian Scenario, www.teleworkingindia.com
12. Call Centers: Not-so dreamy affair, www.indiatimes.com.
13. Call centers, www.teleworkingindia.com.
14. The Never Ending Search, www.voicendata.com.
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