Call Centres Of The Future

Call Centres Of The Future
Having established itself as the call centre capital of the world, salaries are now increasing in India, attrition rates are very high, and infrastructure costs are rising. So how does the industry stay competitive? Call centres are now embracing technology to stay ahead.

Hi, this is Ruchi. I am calling from Moneymoney bank, we have a pre-approved personal loan of Rs. 40,000 for you, madam…” Does that sound familiar? How many times have you received such a call? Do you immediately hang up; do you humour the agent and carry on conversing; abuse the poor agent… or end up buying the product that she is selling?

A ‘call centre’ is a generic term for help desks, information lines and customer service centres. Call centres have become the central focus of many companies, as these centres stay in direct contact with the firm’s customers. Call centres are of two basic types: those that handle inbound calls, where customers call in for service, and outbound call centres, where agents from contact centres call customers to offer services. Call centres not only offer phone-based support, but also support through online chat, SMS and e-mail Microsoft MCTS Training.

Call centre to the world

India, today, is the call centre to the world. Companies outsource their call centre operations because that way they can get access to skilled and expert staff without having to worry about recruiting them, training them and retaining them. India has both the skilled manpower and the lower costs that make it the preferred destination.

But running call centres is a highly competitive business. The same reasons that make India attractive could, in turn, make some other location attractive in the not so distant future. In India, salaries are increasing, attrition rates are very high, and infrastructure costs are rising. So how does the industry stay competitive? Call centres are embracing technology to stay ahead.

Computers as interviewers

The call centre industry in India is growing at the rate of 40 per cent per annum. However, attrition rates are as high as 30 per cent. This means that lots of people need to be hired. For every one person that you hire, you need to interview ten people. So the cost of hiring one person can be as high as Rs 20,000 if the screening cost is included. The cost of interviewing and hiring a thousand agents is itself a couple of crores. Large call centres hire a few thousand new employees every year, so the cost of interviewing is a major expense for them. As the call centres move to second-tier cities, it is expected that the ratio of hires-to-rejects will be even higher, making the hiring process even more expensive.

Call centres hope to reduce this cost by automating the first level of screening. Software to test human language skills now exists. The basic language skills needed by an agent include fluency, good vocabulary, good grammar, proper pronunciation and good comprehension. An interviewer marks each candidate based on these skills. Today, speech recognition and natural language processing (NLP) technologies are maturing, and can be used to evaluate candidates on each of these parameters. For example, to test pronunciation, the system checks whether the person is laying stress on the correct syllables in a word. Many Indians pronounce available as ‘avlabel’, and a speech recognition system is able to detect the stress on the wrong syllables. Comparisons between automated systems and human interviewers show that they are usually in agreement about a candidate’s worth, thus paving the way for automated screening processes to be put in place. Now it is only a matter of time before such systems are widely adopted. Very soon, your interviewer may be a computer. Kiosks can be set up in remote corners, and candidates can go there and get interviewed at their convenience Microsoft MCITP Certification.

Good agent, bad agent

Once candidates are hired, they are moved to the floor to take live calls from customers. Agents on the floor are typically evaluated based on their call handling time and the call outcome. The average handling time for a call varies from process to process, and can range from a few minutes to an hour. For example, if you have a banking-related query, you would talk with the agent for about five minutes. On the other hand, if the problem is regarding a hardware or software issue on your computer, the call to troubleshoot it could go on for an hour. The call outcome is measured in terms of specific goals or targets being met. For example, banking loan agents would be assessed on how many customers they were able to convince to take personal loans. Thus, agents are evaluated based on how many calls they took and how many of those calls resulted in successful outcomes. To be viable, a call centre must have its agents perform well on both these parameters.

The message, “Please note that this call may be recorded for training and evaluation purposes,” should sound familiar to you? Most calls to a call centre are recorded and stored. Quality analysts review them to prepare agent-wise and general reports. They randomly select a few calls of individual agents, and then prepare reports on their strengths and shortcomings.

Natural language processing systems are capable of going through a large collection of calls and analysing the reasons for success and failure. Many agents, who were obviously fans of Amitabh Bachchan in Kaun Banega Crorepati, started using his famous phrase on foreign customers “Can I lock this for you?” The foreigners were not familiar with this phrase. A natural language system found that agents who simply asked, “Shall I make the booking for you?” made more bookings. Now, finding this kind of correlation between phrases and call outcomes is something that a human reviewing a few calls is unlikely to make out. But an NLP system analysing thousands of calls ‘sees’ this very easily. Such systems can be used to analyse the language and behaviour of ‘good’ agents, and compare them with the ‘bad’ agents to point out good practices that result in satisfied customers. Call centres are adopting natural language systems a lot more to analyse conversations, and to identify good and positive practices.

The Science Of Advertising

The Science Of Advertising
You may have thought of advertising your product online, but found it difficult to identify your exact audience, or to come up with a compelling reason to do so. Knowing how online advertising really works could help you plan your ad spend wisely–or even start your own advertising service!

Do you think you are affected by advertisements? Do you recognise the companies with the slogans, ‘Information technology, today, tomorrow’, ‘Just do’ , ‘Connecting people’, ‘Fly the good times’, ‘Wherever you go our network follows’, ‘Connecting India’, ‘The nation banks on us’, and ‘Taste the thunder’? If you recall even some of these, then you have to agree that advertisements do have some impact on you.

Companies spend crores of rupees on advertising because they know consumers are affected by advertising Microsoft MCTS Training. The goal of advertising is to influence the purchasing behaviour of as large a population of consumers as possible. So how do companies plan their advertising expenditure?

Ad pricing

On traditional advertising media like TV, radio, print and billboards, the pricing is based on how many eyeballs or ears the advertisement captures. This is the cost-per-view model. For TV or radio, ad rates go up during a cricket match, because there will be a larger audience. Print ad rates are also based on the total readership of the edition.

In the world of online advertising, pricing is more complicated. Not only do you have cost per view options, but could also have cost per click (based on the number of times the ad is clicked on); or, if it is an online merchandising site, then it is based on ‘cost per action’–the number of times a product is purchased. The pricing model can be fixed or dynamic. The most popular dynamic model is the search-term-based advertising that has been popularised by Google. An advertiser has to bid for a keyword in an online auction. Popular keywords like ‘job’ go for many thousands of rupees; less popular keywords like, let’s say, ‘lalu’ go very cheap. Have you noticed the sponsored links to the right of your Google search results? The advertiser showing up at the number one spot bid the highest for the keyword you used in your search; those who bid less are ranked below this. Every time you click a sponsored link, the advertiser has to pay the amount that they bid to Google, Microsoft MCITP Certification.

We are watching you: We know what you need

Advertisers today try to collect as much information about you as they can–they can cash in on this knowledge by serving you ads tailored to your preferences or positioned to take advantage of your plans, as determined by your online activities. For example, when you search for a tandoori restaurant, the search engine dishes out related sponsored ads based on your search ‘interest’–your apparent plans to eat out. Similarly, when you read an e-mail about summer vacation plans in Goa, your friendly e-mail provider serves you hotel and airline booking ads, hoping to capture a booking or sale for their advertisers. This is true of SMS messages too; every SMS you send is automatically analysed to learn your interests, and to serve you relevant advertisements.