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"The Call Centre as an Agent of Change"

"The Call Centre as an Agent of Change". Presented by Raewyn Bennet Group Manager - Customer Service Auckland City Council @ The 1999 Local Government Customer Services Conference New Plymouth, New Zealand August 5th & 6th, 1999. The Call Centre as an Agent of Change.

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"The Call Centre as an Agent of Change"

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  1. "The Call Centre as an Agent of Change" Presented by Raewyn Bennet Group Manager - Customer Service Auckland City Council @ The 1999 Local Government Customer Services Conference New Plymouth, New Zealand August 5th & 6th, 1999

  2. The Call Centre as an Agent of Change an Auckland City perspective

  3. Three Areas of Change • Customer ServiceDelivery • Process Re-design • Organisational Culture

  4. Three Areas of Change • Customer Service Delivery • Process Re-design • Organisational Culture

  5. Customer Service Delivery • Key Customer service drivers • easy ACCESS • prompt & efficient • consistent & correct information • minimise transfers • “quick, competent answers & solutions” • “one call does it all” • “channels of choice” • Key Customer service principals

  6. Corporate Office Complaint? Area Office Rates? My home is here? My business is here? The pot-holes are here? Area Office Area Office Area Office Pre - Call Centre ?

  7. Resolve Customer Service Calls Transfer to Specialist CALLCENTRE One number 3792020 Customer Service 100% Reception Service Reception Answered Group pick-ups Unanswered message taken & e-mailed Business Case Model - 1996

  8. Resolved in Call Centre 54% CALLCENTRE Customer Service Calls Resolved in Incident Response 16% (Undifferentiated call management) Customer Service Customer Service (40%) Reception Service (60%) Transferred to Specialist 30% Reception 3792020 25% 75% DDI Answered Internal transfer for general Customer Service Internal transfer for general customer service Unanswered - Email message taken and sent Intended DDIrecipient Intended DDI Recipient Situation One Year Later - 1998

  9. Current Situation - 1999 Specialist Skill Sets Transferred to Specialist Telephone Channels Call Centre Service Centre [20%] Customer Service Request for General Customer Service [80% Resolved] 379 2020 Messages Call Centre Reception Centre Voice Mail Specific Service Types NumberSeries Group Hunt Head Office Answered Request for named Person 379 2021 Information Line 24 hr information access 379 INFO Auto Attendant Direct line - Existing relationship DDI Intended DDI recipient

  10. Future Direction Internet Internet Channel Specialist Skill Sets Transferred to Specialist Telephone Channels Call Centre Service Centre [20%] Customer Service Request for General Customer Service [80% Resolved] 379 2020 Messages Call Centre Reception Centre Voice Mail Specific Service Types NumberSeries Group Hunt Head Office Answered Request for named Person 379 2021 Information Line 24 hr information access 379 INFO Auto Attendant Direct line - Existing relationship DDI Intended DDI recipient

  11. Three Areas of Change • Customer Service Delivery • Organisational Culture • Process Re-design

  12. Process Re-design • Process design drivers • alignment to organisation strategies • eg call centre • customer orientation • migration to channels of least cost • increased efficiency and effectiveness

  13. Process Re-design • Key Design Principles • customer / process orientated • customer triggered • “end to end” process design • “front end” or “channel” focus • ‘one call does it all’ • workflows and call flow driven • leverage technology • maximise on-line capability • systems integrity

  14. Resolved trust Specialist tools processes Call Centre training Transfer systems CSR Process Re-design

  15. Three Areas of Change • Customer Service Delivery • Process Re-design • Organisational Culture

  16. Organisational Culture • introduces a “new species” of service people • generalists - service professionals • empowered, self confident • new ways of thinking • very structured & disciplines • process orientated • drives an enterprise approach • eliminates functional silos

  17. End ...and thank you

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