Professional Documents
Culture Documents
Submitted By
SHANTI NANDLAL TIWARI
T.Y.B.M.S.
(Semester-5th)
UNIVERSITY OF MUMBAI
ACADEMIC YEAR: 2008-2009
The subject matter contain in this project is research & most of the work carried out in
this project is original and was done under the guidance prof. kshama kadam.
However this material has been picked up, has been used to enhance the clarity of the hypothesis
and has been used for the academic purpose only.
Also no part of this project may be used and reproduce by other, either accidentally or
commercial without the written consent of author &his/her guide.
Your sincerely
Date:
Place:
Acknowledgement
I would like to thank my project guide prof. kshama kadam for helping me at every
stage of this project, for inspiring, for motivating and giving me access to such valuable
information, without which my project would be incomplete.
I am highly obliged to acknowledge our principal Mrs. S. V. SANT and our BMS
coordinator, prof. KSHAMA KADAM for giving me an opportunity to conduct a detail study
and analysis of topic relevant to my project.
Chapter 1
INTRODUCTION
(BPO & call center in India)
Definition
A call center is a physical place where customer and other telephone calls are handled by
an organization, usually with some amount of computer automation. Typically, a call center has
the ability to handle a considerable volume of calls at the same time, to screen calls and forward
those to someone qualified to handle them, and to log calls. Call centers are used by mail-order
catalog organizations, telemarketing companies, computer product help desks, and any large
organization that uses the telephone to sell or service products and services. Two related terms
are virtual call center and contact center.
Call center is a centralized office of a company that answers incoming telephone calls
from customers or makes outgoing telephone calls to customers. They can handle a considerable
volume of calls at the same time and can also log calls. It is the focal point of customer service
for most companies today. Using a variety of technologies including computer automation, call
centers connect the customer and the organization to meet customer’s need in real time.
Centers have application in many industries offering customer service. Many
organizations use call centers to solicit clients or customers for new sales or donations and
contributions. They can also be used to accomplish surveys of customer satisfaction or public
opinion. Call centers also known as contact centers.
Call centers can be any of the following:
• Outsourcers (better known as service bureaus) that use their large capacity to serve
lots of companies
Catalogue retailers "E-tailing" centers and e-commerce transaction centers that don't
handle calls so much as automated customer interactions
India's intellectual potential is the key factor for India being the favored destination for KPO
industry. India has a large pool of knowledge workers in various sectors and their talent is being
discovered and tapped by leading businesses across the globe. Cost savings, operational
efficiencies, access to a highly talented workforce and improved quality are all underlying
expectations in off shoring high-end processes to India.
India is a good outsourcing location. There are several services that can be outsourced to India:
• Learning Solutions
• Medical Services
• Legal Services
• Data Analytics
• Network Management
Challenges in KPO
KPO is an outsourcing industry that delivers high value to organizations in terms of domain
based processes and business expertise. The industry demands advanced analytical and
specialized skill of knowledge workers and therefore faces several challenges.
The major challenges faced by KPO are:
• Investment in infrastructure
Chapter 2
TYPES OF CALL CENTER
Call Center may be divided into various types according to their functions and areas of operation.
Most commonly call centers are divided into inbound call center and outbound call center. In
an inbound call center, agents receive calls from customers who need to obtain information or
report a mal function. In an outbound call center, agents initiate a call to a customer mostly to
sell a product or a service.
Types of call center
1. CRM Call Center
2. Inbound Call Center
3. Interactive Call Center
4. Outbound Call Center
5. Phone Call Center
6. Tele-Marketing Call Center
7. Virtual Call Center
8. Web Enabled Call Center
CRM helps the company identify most valuable customers and understanding their lifetime
values. Using CRM, the call centers design the organization systems and service to best meet the
needs of customers and maximize their value. CRM is intended for long-term relationship
building. Besides capturing the different forms of customer interaction, CRM allows you to
capture and store all available customer information in the central history database. This allows
agents the ability to pull up a customer's entire history while the two interact. Communication
and service are more effective and efficient. Most CRM products also track trends in purchasing
and customer feedback.
• Offer nationwide customer "self service" with optional redirect to live agents.
• Eliminate the cost of staffing for unpredictable peaks and valleys of incoming calls.
• Avoid the expense of training agents and installing cutting-edge call center equipment.
• Market Intelligence
• Database Selling
• Seminar Population
• Product Promotion
• Debt Collection
• Appointment Scheduling
• Surveys
• Customer Satisfaction
Utilizing advanced telephony and Internet technology; the Customer Service Representatives
(CSRs) in the phone call centers provide accurate and timely information for the most complex
inbound or outbound programs. The phone call centers offer personalized call management by a
team of professional operators who know about the client and his business.
The phone call centers provide 24/7 answering and business services that help keep the
customers satisfied. This is essential as the call centers could be losing customers because of not
answering the phone when they called and also as they expect answers to questions immediately.
The customers expect the call centers to work around their busy schedules. The call centers are
equipped with top-of-the-line communications technology.
The telemarketing call centers provide customized telephone services that reveal the valued
techniques used by successful telephone sales and support professionals. The fully automated,
state-of-the-art call center equipments and custom software enables the call centers to field
thousands of calls daily for each client with a high degree of professionalism and customization.
The clients receive superior quality, experience and courteous service, coupled with the advanced
technical capabilities. The call centers are staffed 24x7 and 365 days and they totally concentrate
on using the tactical skills and effective processes during inbound/outbound call process.
Virtual call center is simply defined as an approach to enterprise wide call center management
that treats several geographically dispersed call centers as one. These call centers are largely
inbound in function and are gaining popularity as companies look for alternatives to running a
traditional, in-house call center or using an offshore outsourcer.
MANAGEMENT
Call Center Technology
1. Answering Service Software
• Automatic Call Distribution (ACD)
• Call Center PBX
• Call Recording and Call Monitoring Solution
• Call Track Software
• Communication Software
• Computer Telephony Integration (CTI)
• Contact Management Software
• CRM Solutions
• Digital Call Recording
• E-CRM
• Emergency Alert Systems
• Help Desk Software
• Locator Services
• Shipment Tracking
• Employee Testing/Studies
• Market Research
• Payroll Services
• Claims Reporting
• Emergency Notification
• Credit Collections
• Mortgage Marketing
• Charitable Contributions
• Help desk
• Appointment scheduling
• Message taking
Properly managing calls can be key in providing excellent customer service, and the ACD
system provides the tools needed to optimally manage incoming calls.
• Training Supervision
Supervisors can monitor calls to support employees and evaluate performance.
• Call Metrics
The system can capture call statistics (e.g., call volume, length of calls, time in queue,
etc.) on a scheduled or an ad hoc basis, allowing further managing the staffing and calling
flow.
Almost any business can benefit from an ACD system but they are particularly useful to
customer service centers, inbound service bureaus (that may be handling infomercials or
direct marketing campaigns) and government agencies.
PBX includes:
• Telephone trunk (multiple phone) lines that terminate at the PBX
• A computer with memory that manages the switching of the calls within the PBX and in
and out of it
• The network of lines within the PBX
• Usually a console or switchboard for a human operator
Features of PBX
• Even load distribution
• Skill based call routing
• Self managed agent presence
• Queue optimization
• Overflow queues
• Protected queues
• Call waiting signals
• Custom on hold information
• Real time monitoring
• Queue logs
Functions of PBX
Call recording and monitoring solutions help to train the agents and improve customer service.
They are designed to be a complete call center solution including Predictive Dialing, ACD, IVR,
and Digital Voice Recording.
Call recording plays a significant role in the call centers and help monitor agent performance
while performing quality assurance tasks. Order entry verification and confirmation can be easily
accomplished when the calls are recorded. Call centers can thus, record and retrieve phone
conversations in real time. The recording can be customized to meet virtually any set of business
rules.
The call recording and monitoring systems are very scalable and flexible Windows-based voice
recorders live monitoring and archiving systems. Besides being fully prepared for all current and
future needs, they offer superior voice recording quality and huge recording capacity by
effectively using this software system the organizations can manage:
• Complete contact management
• Call history
• Order entry
• Literature fulfillment
The features of call recording and call monitoring can also be added to the Computer Telephony
(CTI) Soft phone and API library, allowing application programmers to embed call recording and
retrieval features in existing PC, Linux/Unix, or Web applications. Call recording can thus, be a
standard feature within any existing application that requires a phone interface.
Communication Software
Communication software is software that makes it possible to send and receive data. It is
also called AT Command Set. It is a powerful software infrastructure solution that offers end to
end communication needs.
CTI Software
Computer Telephony Integration (CTI) is the advanced technology that serves as the focal point
of the working of modern call centers. It integrates the organization's computer and telephone
systems and the facilitates effective applications to make every phone call, inbound and
outbound.
CTI Software
Computer Telephony Integration (CTI) is the advanced technology that serves as the focal
point of the working of modern call centers. It integrates the organization's computer and
telephone systems and the facilitates effective applications to make every phone call, inbound
and outbound.
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