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Call Centre

A call centre or call center is a centralised office used for the purpose of receiving and transmitting a large

volume of requests by telephone. A call centre is operated by a company to administer incoming product

support or information inquiries from consumers. Outgoing calls for telemarketing, clientele, product

services, and debt collection are also made. In addition to a call centre, collective handling

of letters, faxes, live chat, and e-mails at one location is known as a contact centre.

A call centre is often operated through an extensive open workspace for call centre agents, with work

stations that include a computer for each agent, atelephone set/headset connected to a telecom switch,

and one or more supervisor stations. It can be independently operated or networked with additional

centres, often linked to a corporate computer network, including mainframes, microcomputers and LANs.

Increasingly, the voice and data pathways into the centre are linked through a set of new technologies

called computer telephony integration (CTI).

Most major businesses use call centres to interact with their customers. Examples include utility

companies, mail order catalogue retailers, and customer support for computer hardware and software.

Some businesses even service internal functions through call centres. Examples of this include help

desks, retail financial support, and sales support.

A contact centre, also known as customer interaction centre is a central point of any organization from

which all customer contacts are managed. Through contact centres, valuable information about company

are routed to appropriate people, contacts to be tracked and data to be gathered. It is generally a part of

companys customer relationship management (CRM). Today, customers contact companies by calling,

emailing, chatting online, visiting websites, faxing, and even instant messaging.

Technology

Call centre technology is subject to improvements and innovations. Some of these technologies

include speech recognition software to allow computers to handle first level of customer support, text

mining and natural language processing to allow better customer handling, agent training by automatic

mining of best practices from past interactions, support automation and many other technologies to

improve agent productivity and customer satisfaction.[1]

Automatic lead selection or lead steering is also

intended to improve efficiencies,[2]

both for inbound and outbound campaigns, whereby inbound calls are

intended to quickly land with the appropriate agent to handle the task, whilst minimizing wait times and

long lists of irrelevant options for people calling in, as well as for outbound calls, where lead selection

allows management to designate what type of leads go to which agent based on factors including skill,

socioeconomic factors and past performance and percentage likelihood of closing a sale per lead.

The concept of the Universal Queue standardizes the processing of communications across multiple

technologies such as fax, phone, and email whilst the concept of a Virtual queue provides callers with analternative to waiting on hold when no agents are available to handle inbound call demand.

Premise-based Call Centre TechnologyHistorically, call centres have been built

on PBX equipment that is owned and hosted by the call centre operator. The PBX might provide functions

such asAutomatic Call Distribution, Interactive Voice Response, and skills-based routing. The call centre

operator would be responsible for the maintenance of the equipment and necessary software upgrades

as released by the vendor.

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Virtual Call Centre Technology[3]

With the advent of the Software as a service technology delivery

model, the virtual call centre has emerged. In a virtual call centre model, the call centres operator does

not own, operate or host the equipment that the call centre runs on. Instead, they subscribe to a service

for a monthly or annual fee with a service provider that hosts the call centre telephony equipment in their

own data centre. Such a vendor may host many call centres on their equipment. Agents connect to the

vendor's equipment through traditionalPSTN telephone lines, or overVoice over IP. Calls to and fromprospects or contacts originate from or terminate at the vendor's data centre, rather than at the call centre

operator's premise. The vendor's telephony equipment then connects the calls to the call centre

operator's agents.

Virtual Call Centre Technology allows people to work from home, instead of in a traditional, centralised,

call centre location, which increasingly allows people with physical or other disabilities that prevent them

from leaving the house, to work.[4]

Cloud Computing for Call Centres Cloud computing for call centres extends cloud computing

to Software as a service, or hosted, on-demand call centres by providing application programming

interfaces (APIs) on the call centre cloud computing platform that allow call centre functionality to be

integrated with cloud-basedCustomer relationship management, such as Salesforce.com orOracleCRM and leads management and other applications.

The APIs typically provide programmatic access to two key groups of features in the call centre platform:

Computer Telephony Integration (CTI) APIs provide developers with access to basic telephony controls

and sophisticated call handling on the call centre platform from a separate application.

Configuration APIs provide programmatic control of administrative functions of the call centre platform

which are typically accessed by a human administrator through a Graphical User Interface (GUI).