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"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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Presentation Transcript
slide1

"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

slide2

The Call Centre

as an Agent of Change

an Auckland City perspective

slide3

Three Areas of Change

  • Customer ServiceDelivery
  • Process Re-design
  • Organisational Culture
slide4

Three Areas of Change

  • Customer Service Delivery
  • Process Re-design
  • Organisational Culture
slide5

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
slide6

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

?

slide7

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

slide8

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

slide9

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

slide11

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

slide12

Three Areas of Change

  • Customer Service Delivery
  • Organisational Culture
  • Process Re-design
slide13

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
slide14

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
slide15

Resolved

trust

Specialist

tools

processes

Call

Centre

training

Transfer

systems

CSR

Process Re-design

slide16

Three Areas of Change

  • Customer Service Delivery
  • Process Re-design
  • Organisational Culture
slide17

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
slide18

End

...and thank you