RESEARCH FOCUS  -  CUSTOMER CARE IN TELECOMS

Call Handling

For many customers, the first contact with the organisation is through the Call Centre. For other customers, the first use of the Call Centre is with a specific concern or a problem. In both cases, the initial response to their calls will provide a lasting perception of the organisation and the way it manages its business. Both cases also indicate a need to provide an efficient, professional, service from the outset. Some of the ways initial call handling can be improved include:

	Provide realistic targets relating to answering calls
	Reduce delay times for call answering
	Reduce delay times when 'on hold'
	Use call handlers to filter out basic inquiries
	Use standard, short, welcoming scripts

Often, initial call handling uses automated call handling techniques, where the caller uses the telephone dialing pad, or voice response, to access the relevant area. Automated call handling can provide a fast response, which minimises initial intervention. This technique can be improved and made more efficient in a number of ways:

	Calls in different languages should be quickly routed to their own area
	Ensure services and data introduced when 'on hold' are appropriate
	Ensure 'on hold' time kept to a minimum
	Keep layers and options of call automation to a minimum
	Provide an option for connecting directly to a call agent, at all levels
	Provide clear instructions for automated call routing

Providing a fast, efficient, response during the early stages of handling calls gives callers a good initial impression of the organisation. This will help with customer loyalty and retention. The basic approach should be continued into the detailed level of the call, once the caller has been connected to the most appropriate call agent.

Related areas within this Research Focus topic,  include:

  Service      Loyalty    CRM   Call Centres   

Additional information is also available on this Research Focus topic, these areas include:

  Metrics     Billing    Outsourcing    Systems

Return to the Introduction  page of this Research Focus topic.