Post on 15-Jan-2016
transcript
Presentation of a Business Idea
ROMTELECOMCall Centre Support Group
Corina Zaharia GM Mass Market DivisionROMTELECOM
Bucharest, 08.06.2005
Mission
Romtelecom Call Centre Support Group
facilitates and improves contacts between
customers and businesses through delivery
of high - end Customer Contact Centres
ROMTELECOM Call Centre Support Group
Focus on
• Consultancy
• Engineering Services
• Implementation Services
• Integration Services
• Training
• Service and Support
Market developments / trends
One 2 One marketing Multi-channel management Booming Internet services Customers are more demanding ICT is the distinguishing factor in business Businesses are increasingly flexible in opening hours (7/24)
Customer Interaction Cost
Source:(1) Lucent Technologies Marketing Costs(2) Help Desk Institute - Help Desk and Customer Support Practices (946 companies surveyed)(3) Technical Assistance Research Program (TARP) (170 companies surveyed)(4) Purdue University Center for Customer Driven Quality (200 companies surveyed) and TARP (170
companies surveyed)(5) TARP (170 companies surveyed) & Andersen Consulting Analysis
CurrentCurrent FutureFuture
Representative US $ Interaction Costs Representative US $ Interaction Costs
CustomerInteractionCosts
Customer Interaction Type
High
Automated Face-to-Face
Low
Self-ServiceVRU / Web Interaction$0.10-$0.40(5)
Self-ServiceVRU / Web Interaction$0.10-$0.40(5)
Field Sales Interaction $40-$400(1)
Field Sales Interaction $40-$400(1)
Telephone Product Support Interaction
$4-$75(2)
Telephone Product Support Interaction
$4-$75(2)
Telemarketing Interaction$8-$24(1)
Telemarketing Interaction$8-$24(1)
Fax/MailInteraction
$3-$6(3)
Fax/MailInteraction
$3-$6(3)
Telephone Customer Service Interaction
$2-$5(4)
Telephone Customer Service Interaction
$2-$5(4)
Direct MailContact
$0.25-$5.00(1)
Direct MailContact
$0.25-$5.00(1)
The new alternative channels not only provide more convenientaccess for customers but also contribute to the efficiency of operations.
Technological developments
• from PBX to ACD
• from ACD to professional call centre
• from professional call centre to
professional customer contact centre
• implementation of CRM front end
solutions
• from hardware to software
Corporate Call Centre developments
The call centre scope gets broader The call centre gets another focus in the
organisation The call centre is a tool that helps creating
competitive advantage The call centre develops towards data traffic
(fax, e-mails, voice-mails, web-chats, web-requests, etc.)
Businesses are willing to invest more in customer relationship management (CRM)
Attracting Call Centres - What does it take?
• Skilled, productive , flexible and
multilingual staff
• State-of-the-art and cost effective
telecommunications system
Vision
A call centre is the perfect mix of:
Staff, (other) Resources & Processes
stafftechnology
processes
Development of Call Centres
Focus on:
• Accessibility / Availability
• Optimisation
• Contact-centre
• E-commerce
Accessibility / Availability
Call Centre Evolution: Start
"I want my company to offer excellent telephonic accessibility!“
Core issues: ’Accessibility and Efficiency‘
”…the voice of the organisation..."
Methods: - Accessibility Analysis and advice
(RT trunks)- Managing in- and outgoing communication- Automatic Call Distribution (ACD)- Answering messages and Queue length information for customers
Com
plex
ity C
all C
entr
e
Starting Call Center
Organisation development
OptimisingCall Centre Evolution: Optimising
"I want to communicate customer focused with our environment"
Core issues : 'Adequate reaction and Effective‘
”…the ears of the organisation..."
Com
plex
ity C
all C
entr
e
Starting Call Center
Organisation development
Optimizing Call Center
Methods:- Customer focused attitude- Skill based routing of calls- Voice Response Unit- Effective call scripting
Contact- centre
Call Centre Evolution: Customer Contact"I know my customers before the contact !"Core issues: 'Transactions and Quality‘
”…the eyes of the organisation..."
Com
plex
ity C
all C
entr
e
Starting Call Center
Organisation development
CustomerContact Center
Optimizing Call Center
Methods:- Screen pop-up (number recognition)- Multi-media interaction Centre (e-mail, internet) - Call Centre interface with customer dbase - 1 to 1 marketing; 7/24
E-commerce
Call Centre Evolution: Strategic
The organisation focuses completely on its environment
Core issues: 'Integration of corporate processes and Loyalty‘
… the heart of the organisation..."
Com
plex
ity C
all C
entr
e
Starting Call Center
Organisation development
CustomerContact Center
Optimizing Call Center
Strategic Interaction
Center
Methods:- All corporate processes support customer loyalty - Direct access to all customer and corporate information- Front- and back-office integration
ROMTELECOM Call Centre Support GroupPortfolio
Customer Interaction
• Customer Relationship Management
• All in one
• Web-enabled
• Network-enabled
• Consultancy
Customer Relationship Management Call Centre
I sent an e-mail last Tuesday?!..
I checked my data Thursday...
I faxed my subscription form last Monday.
Your colleague told me to inquire with you...
Phone
Web
Fax
Production
Sales
CustomerService
Fax
Portfolio 2
All in one Call Centre based on the Enterprise
Interaction Centre
Portfolio 3
Web-enabled Call Centre
Portfolio 4Networked Call Centre, bundled with
Green Line services
Network Routing
ACD
Portfolio 5Call Centre Consultancy
Portfolio 1 5Based on our knowledge in Call Centres
We have implemented in Romtelecom 3 Call Center platforms in 2004-2005
A total of 600 Working Places served by 800 agents working in shifts
Call centers with more physical locations interconnected, functioning as 3 national virtual call centers (Directory Assistance, Sales & Services, Fault Reports)
KPI : 95% answering rate, max. 20 secondstime to get to an agent
ROMTELECOM Call Centers
Buc
PH
AR
MM
VS
BR
SM B
N
Calarasi
Ialomita
Tulcea
Dambovita
BUCURESTI
TeleormanGiurgiu
Mehedinti
PRAHOVA
DOLJCONSTANTA
ArgesCarasSeverin
Gorj
Olt
Valcea
TIMIS
Arad
Hunedoara
BRASOV
Alba
Sibiu
Braila
Bihor
CLUJ
SalajBistritaNasaud
Mures
SatuMare
Buzau
Vrancea
Maramures
Covasna
BACAU
GALATI
IASI
Vaslui
Neamt
Harghita
Botosani
Suceava
930, 951 (S&I)
931 (DA)
921, (FR)
Old Call Centers
Before
Buc
PH
AR
MM
VS
BR
SM B
N
Calarasi
Ialomita
Tulcea
Dambovita
BUCURESTI
TeleormanGiurgiu
Mehedinti
PRAHOVA
DOLJ CONSTANTA
ArgesCarasSeverin
Gorj
Olt
Valcea
TIMIS
Arad
Hunedoara
BRASOV
Alba
Sibiu
Braila
Bihor
CLUJ
SalajBistritaNasaud
Mures
SatuMare
Buzau
Vrancea
Maramures
Covasna
BACAU
GALATI
IASI
Vaslui
Neamt
Harghita
Botosani
Suceava
930, 951 (S&I)
931 (DA)
921 (FR)
New Call Centers
After
Many stand-alone CC
Outdated infrastructure
New National Virtual CC
State-of-the-art Equipment
Before After
• automate Welcome and Agent’s Salutation messages• CTI, IVR• automate Number Release in Directory Assistance• automate Pop-up with Customer Info• Outbound campaigns in Sales & Services
ROMTELECOM Call Centers
• very hard to get to an agent• no back-up in case of failure• limited IT support
ROMTELECOM Call Centers
Before After
• De motivated Staff • Performing Staff
Romania as a call centre outsourcing paradise
Well developed ICT Skills National and International Green Line services Skilled Bilingual Workforce Friendliness is a Romanian core competence Alternative for job losses in traditional
manufacturing State of the art Voice and Data networks
to support national and international call centre
services Friendly Investment Climate ? Competitive salaries as compared to traditional
call center countries Romania is in Europe rather than in South East Asia,
i.e. much closer to the corporate home base
Contact
ROMTELECOM Call Centre Support Group Str Garlei 18 013721 Bucuresti
Sales Support 021 400 4110
Sa auzim de bine!