Tips for successful Web/call center integration

It's inevitable. Call center agents, already accustomed to handling telephone calls, faxes and e-mail, are poised to become "cyberagents" - those who handle service requests or complete sales initiated from your Web site. You have most likely been hearing and reading about this hot new topic -- linking the Internet with your call center. Many of you have seen demos, attended trade shows -- maybe you have even selected a vendor. If you are working through this decisionmaking process, you know how involved it can be and realize the level of buy-in required across departments. (In fact, it may be the first time your Webmaster and call center manager meet face-toface.) But the work has only just begun. With the next step implementation - comes an important question: how can we ensure success?

Identifying a blueprint for success may seem unfeasible since the technology is so young, but in reality, we have already seen installations in varying degrees of effectiveness. Characteristic of many projects, the eventual success of your Internet/call center integration will be determined during the implementation phase. Based on our experience with WebCall, we have identified several critical success factors for this phase. The following relates some of these lessons and provides some tips that can help make your integration proceed smoothly.

Factors Critical To Success 1) Determine your measures of success - We've all been involved with important projects that were initiated based on hastily-developed time frames and with little forethought (not to mention a consistent plan). In the case of Internet/call center integration, it is critical to identify what your specific objectives are in terms of productivity and/or financial returns for your company. Several benchmarks can be used to measure and track effectiveness: Web hits, Web-based call center requests, revenue generated, call duration, hold times, etc. Combinations of these measures are the most effective.

2) Introduce the new feature to browsers - Don't overlook instructions for customers. Remember that while you may be very familiar with the concept of Internet/call center integration, your customers most likely aren't. Devise a coordinated plan to educate your browsers about the new feature and its use. Make sure they know the new capability is there, and understand what will happen when they use it. Without clear instructions, you may be disappointed!

Tips

Introduce the feature on your Web site. Many Web sites contain

"What's New" section, which outlines new products, features, technologies, etc. This is also a good place for a type of "press release" that introduces your new Internet/call center integration feature. In addition to announcing its availability, it is also a good place to provide directions for use.

Introduce your Internet/call center integration feature via voice response. Another way to announce your new Internet/call center integration feature is to mention it in an existing voice response application. This simultaneously promotes the self-service aspects of your Web site and introduces your new Internet/call center integration feature. For instance, you could say, "Thank you for calling (your company). Please hold for the next available agent, or contact us from our Web site at (www.yourcompany.com) by clicking the callback icon."

3) Make use of the new feature attractive - Just because your new Internet/call center integration tool is available, and even understandable, does not ensure its use. As with many Web-related tools, the ones that look "cool" are the ones that entice usage. In addition, making the feature beneficial for the browser can also encourage its use. From animation to online help, and from call prioritization to giveaways, demonstrate that your new "cyberagents" are on the cutting edge.

Tips

Ensure fit of icon and your Web site. With most Internet/call center integration solutions, it is an icon that initiates a connection between the browser and your call center. That icon is the key interface between browsers and your agents. There are two key guidelines for using this icon. First, the icon must be presented following your site's style conventions. This means that if your site is loaded with animation, Java, or Shockwave files, your icon should be presented in a cuttingedge format as well. In this way, your Internet/call center integration tool will appear consistent with the other items on your site, or across different pages of your site. Second, and more important, the icon should also be descriptive enough to entice action on its own. A browser should know by looking at the icon that a click will initiate a conversation with an agent. Without this, the potential of your new Internet/call center integration package may be limited.

Provide textual explanation surrounding the icon. In addition to a consistent, explanatory icon, other directions should also be provided for browsers. Typically, some textual explanation can be placed on each page containing the icon to state its purpose. This could be something like, "Questions? Click this icon to initiate a callback from an agent." By doing this, browsers understand the purpose of the icon, and are more aware of their options.

Reward users of your Internet/call center integration feature. You may consider providing incentives for browsers to use this new feature. Web-based giveaways are always a popular way to entice usage. However, you can even tie premium service to Web usage. Here's how: Let's say you have a technical support call center, where customers sometimes experience long wait times. You could prioritize your Web-based requests, queuing them ahead of your phone calls. This rewards customers trying Web-based self-service options even if they need assistance from a live agent. Used in combination with a voice response introduction, this will definitely maximize the effect of your new Internet/call center integration package.

Paul K. Steen is the product manager for Spanlink Communications' WebCall software product. Introduced in mid-1996, Web(all links browsers on the Internet directly with call center agents. Mr. Steen has had extensive experience with Spanlink customers to plan Web(all implementations, and he has spoken ot various Internet and call center management conferences on technology and implementation strategies.

Copyright Technology Marketing Corporation May 1997
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