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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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