by Neal Spoton
Chances are that you already have books related to call centers in your IT library. But, you probably don't have the 5th edition of the book. Author, Keith Dawson has done an outstanding job of presenting the complete guide to starting, running and improving your call center.
Dawson begins by showing you his Six-Stage Model of Call Center Development, which is has to do with the way the call center interacts with the rest of the organiztion. Then, Dawson talks about how you are going to have to find a place or location for your call center. Then, he covers some of the important factors that go into the design of good callcenters. The author then discusses how you have to be very careful in choosing the toll-free and long distance services for your call center, because they will be very expensive. Next, the author also covers the automatic call distributor, which routes calls and manages information with respect to those calls. Then, he examines predictive dialing systems, which automate the entire dialing process, with the computer choosing the person to be called and dialing their numbers…
In addition, Dawson then examines the pros and cons of computer telephone integration. Next, the author looks at interactive voice response, which always captures information in an accurate manner. Then, he researches speech recognition system technology as an autoselector tool for the Callcenter. Dawson continues on by exploring the Web as a tool to handle all of the call center functions without human interaction. The author then challenges us with some interesting new tools of CRM, such as multichannel access for customer contact.
Really, the "best way" to route a call to the agent most capable of handling it, is by routing it based on the agent's skill set (e.g., number of languages spoken, years of training, experience, or any combination of those and other factors). Then, he explains the importance of customer relationship management. He goes over you should order processing systems give you power over your inventory and pricing, and reminds you why display boards and reader boards are stable technologies, and an inexpensive way to quickly improve call center performance.
Finally, he discusses the "on-hold" messaging queue. He underscores the importance of workforce management software, and how it is the art and science of having the right number of agents at the right times, in their seats, to answer an accurately forecasted volume of incoming calls at the service level you desire. Then, he explains why monitoring is a critical part of the process of teaching a new reps how to handle whiney customers, how to handle difficult situations, even simply how to follow a script and read a screen full of complex information.
That in mind, the author has done an excellent job of making you, the reader, understand the value of surefire ways to motivate your reps; realize the value on the front line; outsourcing; disaster and contingency planning; and, telecommuting agents.
This is a definite Must Read for any Call Center professional! All those questions about what system/technology does what and how are answered in one fact-based publication. If you want to avoid the trauma of time-consuming hunts through web-sites and talking with marketing reps to learn which product works best for your company, this book is for you. If you are looking for a bubble-gum view of call center management, don't read this book because you just might learn the truth!
About the Author:
Neal Spoton is and has been a Call Center operator in the San Francisco Bay area for the past 16 years, he likes to say. He's appeared on the Western Tribute Show with Jackson and has recently published a website where he offers great insights on running successful call centers. Want more info? Contact Spoton at
Call Answering Services.
Filed under About CRM by Neal Spoton
