What is a Call Center?
What is a Call Center?
CALL CENTER, or Albanian as “Call Center,” is a grouping and organization consisting of technological tools or equipment, information systems, and human resources, which altogether are capable of managing incoming telephone calls or even sent to a particular company. Therefore, this means that it is a powerful tool, which can ensure the performance of all necessary and necessary actions, with the sole purpose of meeting all that is considered the expectations and requirements of the client or customers.
Thanks to sophisticated technology, it has become possible to filter calls received from self-customers, sending them, based on requests, to the most capable and convenient operators to assist, as well as enable the realization of automatic calls from operators to customers or consumers, through capable systems which manage to “recognize” a busy number, an existing one, or an incorrect number, thus allowing operators a significant saving of time their activity.
All services connected with incoming call requests are defined and expected in that sector known as Inbound Service. Some of the typical Inbound service activities are those related to:
1) Providing information about the company’s services,
2) Assisting in specific issues,
4) Reporting and providing solutions for interruptions or malfunctions of individual assistance.
In terms of services provided by outgoing calls, from the operator to the customer, are defined, however, in that service sector known as Outbound Service.
The activities, which are related and implemented by this service sector are those related to:
1) Promotion of various services and products,
2) Providing and providing information about the company or specific products,
3) Conducting various surveys which aim to determine the degree of customer satisfaction, etc.
Over time, many different companies, to provide the services of both of these sectors, such as Inbound and Outbound, have made combined use of the telephone network channel, with other tools and communication channels, such as:
1) Physical facilities (such as counters or receptions),
4) Vveb, etc.
So, from this, it is understood that there has been in these periods an evolution of what is today called the call center, or Call Center.
The contact center, or what is known as the Contact Center, consists of forming and providing a personalized service or service based on the user’s characteristics and needs. Thanks to these combined tools, telephone communication transforms into a real relationship, which allows you to know the customer based on his expectations and personal needs and allows the company to properly evaluate the products or services it must offer to meet their needs. This is achieved by using the information gathered as well as improving its internal organization.
This is how “Customer Relationship Management” (CRM) is born, a set of organizational procedures, tools, data archives created in a relationship management company to improve customer relations. It is an approach to managing and interacting a company with current and potential future customers, trying to analyze customer history data with a particular company, and improving business relationships with these customers, focusing on in particular to meet the desires and needs to achieve the retention of current customers and in turn increase sales for new customers. In the Call Center, this new approach allows creating a close and continuous relationship with customers, where the contact center is the one that takes on the role of customer care because it is the one that manages customer relationships throughout the life cycle (Goi, 2005).
The Evolution of the Call Center
The Call Center business had its origins in the 1960s and 1970s, initially starting only as a “grievance office” and then going through various stages, thus gradually evolving. At the critical point in terms of communication and interaction between companies and consumers. In 1968, due to some cars’ manufacturing defects, a judge, deciding based on the complaint filed by a “consumer association,” decided to order guard carmaker Ford, which set up a toll-free hotline to receive and receive complaints from its customers and clients.
Thus, by reaching an agreement with AT & T’s telephone company, the car manufacturing company FORD activated the first green number in telephone history. After this experience, many other companies followed their solution to wait for their customers’ complaints. Nevertheless, in the ’60s, communication technology did not easily manage incoming call flows to guarantee the customer a solution to the Call Center communication centers throughout the product life cycle. ; therefore, could only provide standard answers to standard questions or requests and nothing more.
During the ’80s, thanks to the advent of new technologies, such as Automatic Call Distributor (ACD), which allows to set up long queues and distribute calls by priority, the current concept is also known as nowadays Call Centers. According to this technology, the operator cannot decide whether or not to accept a call, as it will intuitively come to him. Some of the Call Center companies, allowed, in addition to what has been offered by ACD technology, also benefit and provide more performance.
This has to do with the traffic of calls to the Inbound sector, which allow them to be realized relying on the so-called “Screen Pop” technology, the appearance on the computer screen of the operator, a writing guide for conversation management, necessary demographic data, with an actual customer tab, which allows creating a personalized interview, thus realizing the increase of productivity and efficiency of the operator for solving the problems displayed by the customer.
The communication skills needed for a telephone operator, even in these years, are still limited, as its function was to provide standard answers, even if the demands from consumers would be increasingly diverse. In the early ’90s, the Call Center sector transformed into a personalized system of interaction with the client, in which the communication process is essential. The purpose of this process was customer care and loyalty to the company. The critical feature of this development was undoubtedly integrating information technology intertwined with communication.
Thanks to this synergy, the instruments, and tools available to the telephone operator, allowed him to manage all customers and information throughout their life cycle. This means the phase from the reception of the call, the processing of data and information, until closing the contact, keeping the communication data within the company. Thus, the Call Center somehow became a primary communication unit with the customer and the operator’s leading source to organize and circulate his information and knowledge.
To achieve this, all the necessary structures were set up, which contained all the information. Not only that, but that there was also a way that all that information could be disseminated and accessible at any time. For this, all database systems were updated. The operator could now handle the conversation dynamically and was better able to quickly understand the client’s problems and give them the most efficient solution. And at a minimum of time-consuming.
The results from the customer contacts are recorded, starting from the processed data, classifying the information according to the issues raised. Then the feedback is returned to the customers in the form of the solution to the problem posed by them. In this case, the Call Center represents that point within the organization, in which the information obtained from the market is processed, thus becoming a crossroads of internal and external communication with the customer, and not only seen as cost centers, but also as sites that create value for the consumer as well as for the company that uses this service. The operator’s role has also evolved, making him find himself in the role of a specialist advisor, able to help the client and establish a relationship of trust with him, which creates the premise over him which will launch promotion and sales benefits.