UNIT15CallCenter

15-1TechnicalPart

15-2ReadingMaterial

15-1TechnicalPart

15-1-1Definition

Callcenterisacentralizedofficeusedforthepurposeofreceivingandtransmittingalargevolumeofrequestsbytelephone.Acallcentreisoperatedbyacompanytoadministerincomingproductsupportorinformationinquiriesfromconsumers.Outgoingcallsfortelemarketing,clientele,productservices,anddebtcollectionarealsomade.Inadditiontoacallcentre,collectivehandlingofletters,faxes,livechat,ande-mailsatonelocationisknownasacontactcentre.15-1-2Introductions

Acallcentreisoftenoperatedthroughanextensiveopenworkspaceforcallcentreagents,withworkstationsthatincludeacomputerforeachagent,atelephoneset/headsetconnectedtoatelecomswitch,andoneormoresupervisorstations.Itcanbeindependentlyoperatedornetworkedwithadditionalcenters,oftenlinkedtoacorporatecomputernetwork,includingmainframes,microcomputersandLANs.Increasingly,thevoiceanddatapathwaysintothecentrearelinkedthroughasetofnewtechnologiescalledcomputertelephonyintegration(CTI).1.?IVR(Interactivevoiceresponse)solution

Nowadays,moreandmoreSP(serviceprovider)useIVR(Interactivevoiceresponse)systemtoreplacethetraditionalcallprocesssystemasavalueaddedservicetoimprovethecustomersatisfaction.PleaseseebelowIVRconfigurationasgraphFigure15-1.Figure15-1IVRArchitectureconfiguration

IVRallowscustomerstointeractwithacompany’shostsystemviaatelephonekeypadorbyspeechrecognition,afterwhichtheycanservetheirowninquiriesbytheIVRdialogue.IVRsystemscanrespondwithpre-recordedordynamicallygeneratedaudiotofurtherdirectusersonhowtoproceed.IVRapplicationscanbeusedtocontrolalmostanyfunctionwheretheinterfacecanbebrokendownintoaseriesofsimpleinteractions.

TheexistingIVRbusinessincludescustomizedringbacktone,onlineVOD,voiceinformationservice,game,multi-partyvideoconference,backgroundmusiccallandchatwithfriends,etc.Essentially,theIVRisthemainbusinessofreplicatingthepreviousmessageplatformbusinessmodel,moreover,itprovidesavirtualidentitythemechatandpeer-to-peerchatservice.2.?Cloud-basedContactCentreSolutions

Callcentresexpectahighlevelofcommunicationsfunctionality,predictability,securityandcontrolwhenmovingtothecloudandahostedcontactcentresolution.WiththeCommunicationsasaService(CaaS)cloudofferingfromInteractiveIntelligence,yougetallofthat.

InteractiveIntelligencehastheuniqueabilitytoofferasimple,cost-effectivemigrationbetweencloudandon-premiseenvironments.Thisflexibilityistheresultofkeytechnologyinnovationsthatinclude:

Acommonall-in-onearchitecture

Dedicatedvirtualmachines

Hybriddeployments

InteractiveIntelligenceoffersthreeflexibleCaaSdeploymentmodelstochoosefrom.EachmodelisbasedonahardenedInteractiveIntelligencedatacenterandtheCustomerInteractionCenter(CIC).

Auniquehybridoptionthatprovidesasuperiorlevelofpredictabilityaswellassecurityandcontrol.Voiceinfrastructurecomponentssuchasgateways,mediaserversandIPphones—togetherwithcallrecordingsandsensitivecustomerinformation—remainon-premiseandconnectviaMPLS(Multi—ProtocolLabelSwiching)totheCICapplicationserverresidinginahardenedInteractiveIntelligencedatacenter.Thisallowsyouto:

Keepthevoicepathonyourprivatenetwork

Securelystorerecordingsonlocalservers

Maintaincustomerdatainlocaldatabases

UtilizeexistingTelcolines(callscontinuetoterminateatyoursite)

Easilytransitiontoapremiseenvironment15-1-3ApplicationCaseorExample

Mostmajorbusinessesusecallcenterstointeractwiththeircustomers.Acontactcentre,alsoknownascustomerinteractioncentre,isacentralpointofanyorganizationfromwhichallcustomercontactsaremanaged.Throughcontactcenters,valuableinformationaboutcompanyareroutedtoappropriatepeople,contactstobetrackedanddatatobegathered.Itisgenerallyapartofcompany’scustomerrelationshipmanagement(CRM).1.

ComparedwithtraditionalPBX

Premise-basedCallCentreTechnologyHistorically,callcentershavebeenbuiltonPBX(PrivateBranchExchange)equipmentthatisownedandhostedbythecallcentreoperator.ThePBXmightprovidefunctionssuchasAutomaticCallDistribution,InteractiveVoiceResponse,andskills-basedrouting.

Thecallcentreoperatorwouldberesponsibleforthemaintenanceoftheequipmentandnecessarysoftwareupgradesasreleasedbythevendor.Eventually,peoplewouldliketobeinterestedinnotonlythevoiceservice,butalsothedataservice,suchasvideochat,onlineservice,etc.Inthisway,IPCC(IPCallcenter)comeout,belowgraphFigure15-2istheconfigurationoftheIPCC.2.?AdvantageofIPCC

IPCCnotonlycoversallthefunctionsoftraditionalPBXcallcenter,atthesametimewhichiscombinedwiththeadvancedInternettechnologyandcommunicationtechnology,suchasthedistributionofseats,onlinevideo,onlinecommunication,textchat,desktopsharing,filetransferandsoon.

IPcallcentersystemsupportPSTNtelephoneaccess,IPrelayaccess,multimediamessaging(MediaCall)access,compatiblewithexistingcommunicationmode,IPrelayaccess,whichcangreatlyreducethecallcost.DifferentprovincesWEBuseragentcallsneedn’tpayanycallcostsmorebyusingtheinteriorofthesoft-switch.PleaseseebelowapplicationofIPCCasFigure15-3.

IPcallcentersystem,makefulluseoftheadvantageofIPnetwork,completevoiceanddatacommunicationsunified,andintegratedvoice,videoanddatacommunicationstoproduceanewcallcenterbusiness,atthesametime,itseamlesslinkswiththematurecallcentermodule,Internettechnology,VOIPtechnology,thesoftexchangetechnology,networktechnologyanddatabasetechnology,toprovideacompletecustomerservicecentersolution.Figure15-2IPCCnetworkConfigurationFigure15-3TheapplicationofIPCC

15-2ReadingMaterial

15-2-1Readingcomprehension

IPCCSolutionfortheLargeEnterprise

Withtherapiddevelopmentofthecommercialeconomy,thecontactcentertransformsfromthetraditionalcustomerservicecentertotheprofitablemarketingcenterandbecomesanessentialpartforimprovingenterprises’corecompetitiveness.Sometelecommunicationsupplier,suchasHuawei,whoselargeenterpriseIPCCsolutionsupportsenterprisestodosowithimprovedoperationalefficiencyandreducedTCOinanall-roundway.

Inthecourseofcontinuallyenhancingcustomersatisfaction,enterprisespayincreasingattentiontofocusingontargetcustomers,tappingthepotentialcustomervalue,andmeetingcustomerrequirements.Toachievetheseobjectives,thecontactcentermustmeetthefollowingrequirements:

Advancedplatformsupportingsmoothevolution

Integratedandreliableplatformwithhighperformance

Leanoperationmanagementcapabilitiesthatimproveresourceefficiency

Multimediainteractioncapabilities,includingvideosandWeb,forenhancinguserexperience

Integrationwiththeapplicationsystemandservicecustomization

TheHuaweiContactCenterSystemprovideshighstability,reliability,scalability,andmaintainability.ThisisbasedonHuawei’sunderstandingofthecurrentsituationandevolutionofthetelecommunicationsnetworkanditscomprehensivestrengthinfixed,mobile,andIPnetworks.HuaweihasthousandsofcoreplatformR&Dandtestengineerswhohavetestedtheirproductsunderscoresofextremeenvironments(forexample,super-heavytraffic,temperaturedifference,highhumidity,highsalinity,highalkalinity,andoxygenshortage)toensureworld-classquality.

Thecustomizableservicesincludethreelayers—customizedservice,customizedroadmap,andcustomizedinnovationsolutions.Morethantenlocalcustomizationdevelopmentcentersworldlyprovidesecondarydevelopmentforcustomersandremotetechnicalsupporttotheintensiveoperationofthecustomerservicesystem.Thecustomizedroadmapandcustomized,innovativesolution:Huawei’sMKT,sales,andR&Dmakeanin-depthanalysisofthecustomerrequirementsandcomeupwithacustomizedsolutiontomeetspecificcustomerrequirements.

HuaweiIPCCSolutionsupportsmultimediaaccessmethodssuchasemail,fax,shortmessage,andvideo,plusWeb-basedescortedbrowsing,click-to-dial,andtextchat.Thissolutionprovidescustomerswithmulti-channelservicesinacombinationofvoice,text,andgraphicssothatuserscaninteractwithservicerepresentativesofthecontactcenterthroughthesemedia.Therefore,theinformationinteractionspaceforusersandservicerepresentativesiswidelyexpanded,andtheefficiencyofinformationinteractionisimproved.

Aftertherouteandscriptarepredefined,theIPCCSolutionidentifiescustomerinformationincludingthecustomerlevel,andthenprovidesdifferentaccessrates,IVRprocesses,andservicepersonnelbythecustomerlevel.Inthisway,thesolutionreducescallcostsbyprovidingdiversifiedservices.Basedoncustomerinformation,thesolutionsupportsmulti-roundmarketing,thatis,identifiesandfocusesonhigh-valuecustomersquickly,andthenperformsprecisionmarketing,increasingthemarketingsuccessrateandreducingoperationcosts.

Thesystemprovidesasetofgraphicalmanagementtools.Usingthesetools,maintenancepersonnelcanperformsimplifieddevicemaintenanceandsystemoptimizationoperationsonGUIs,whichfacilitateO&Mandlowersrequirementsformaintenancepersonnel.Therefore,thesetoolsimprovemaintenanceefficiency,andthestabilityandreliabilityofthecontactcenter.Agentstatusesaredisplayedontheagentmapbasedontheactualagentpositionssothatitiseasiertoinspectattendants’servicequalitiesforqualityimprovement.

Words&Expressions

profitablea.有利的，有益的

TCO＝TotalCostofOwnership總成本

efficiencyn.效率，效能

customization定制，客制化服務

stabilityn.穩(wěn)定，穩(wěn)定性

scalability可擴展性

salinityn.鹽性，鹽度

alkalinityn.堿濃度，堿性

combinationn.結(jié)合(體)，團體

representativea.[(+of)]代表的

diversifieda.多變化的，各種的

facilitatevt.使容易，促進

O&M=operationandmaintenance運維

escortn.護衛(wèi)隊，護衛(wèi)15-2-2Exercises

I.

MultipleChoices.

1.?Whichofthefollowingisthechallengetocarrieraccordingtothepassage?

A.?Focusingontargetcustomers.

B.?Tappingthepotentialcustomervalue.

C.?Meetingcustomerrequirements.

D.?Makingmoremoney.

2.?WhatkindofaccessmodecanHuaweiIPCCsystemsupport?

A.Sound. B.Text.

C.video. D.graphics.

3.?HowcanHuaweiIPCCsystemhelpcarrierimprovecustomersatisfaction?

A.?Givecustomermorediscount.

B.?Enhancecustomercaredepartmentfacilities.

C.?Providediversifiedintermofdifferentcustomerlevel.

D.?Noneoftheabove.

4.?Toimprovethemaintenanceefficiency,whatkindtoolscanHuaweicontactcentersystemuse?

A.?Akindofinnovativesoftware.

B.?As