High-tech companies exploit full range of CTI capabilities to bolster customer service

High-tech companies sometimes H neglect to take full advantage of technology that would enhance customer service in their own call centers. Companies in this field that continue to ignore he latest advances, particularly computer-telephony integration (CTI), may find themselves lagging behind the competition.

The call centers of high-tech companies pose unique concerns. Such companies usually deploy leading-edge computing systems on their agents' desks. However, these same companies often overlook the means of customer access. That is, they often slight their phone systems. Furthermore, these companies have shown little interest in linking computing systems with phone systems. But recent advances in CTI technology are changing this scenario, and high-tech companies are showing renewed interest in how they answer the phone.

While delivering customer information along with a phone call is a useful tool, high-tech companies using CTI just for screen pops are selling themselves -- and their clients -- short. CTI is capable of myriad customer service applications.

Defining CTI is the easiest way to grasp exactly what this technology can do. CTI is the communications and control link between the telephone and the computer: It allows the two systems to talk to each other. CTI not only delivers voice and data to the desktop simultaneously, the link directs call handling and informs the host computer of every event taking place during every call.

CTI can give customers control over their transactions and more service options. It can allow consumers direct access to their files, providing them with account information without agent intervention. When the full complement of CTI capabilities is put to use, and agents are taken out of the loop whenever possible, callers no longer have to repeat themselves as they move from department to department. Hence, callers are less likely to encounter errors and misunderstandings. Customers get the information they need quickly and easily, resulting in greater customer satisfaction -- the key to gaining a competitive edge.

CTI isn't limited to inbound calling applications. Through lists compiled by the host computer from records previously stored in its database or new information delivered by CTI, the link can automatically deliver an outbound calling list to agents.

Host-Controlled Call Routing

When the high-tech company's customer base numbers into the thousands, the host computer can be the decision-maker in determining how calls are routed through the busy call center system. For example, one information systems manager is a regular caller to a technical support department's 800 number, and often asks for help in solving common, minor problems. This information systems manager is not alone. Other callers tie up the phone lines for routine questions that always are answered the same repetitive way. To help stem the tide of these frequent calls, the company institutes a limit on the number of free calls customers can make to the live technical support department.

Because of automatic number identification (ANI), the system knows which client is calling. And because of the dialed number identification service (DNIS) feature available on 800 numbers, the system knows this client is calling technical support, not billing or customer service, which are tied into the same call center system.

The system prompts the caller to enter an account code through the touch-tone telephone pad confirming this person is authorized to make this phone call. Via the CTI link, the system queries the host computer to determine the status of the caller's account. The host reports this client has exhausted the number of free technical support phone calls allowed under the service agreement.

The host computer directs the system to execute a pre-established call treatment table. This prompt triggers an announcement informing the customer that the number of free calls has been exceeded, then offers the customer options in solving their current concerns. The caller can agree to pay an additional fee to speak to a technical support agent or seek help through the system's automated services.

If the caller feels the problem doesn't warrant human intervention, much less the added expense, then the problem may be researched through this high-tech company's interactive voice response (IVR), audiotext or fax-back libraries.

But some questions aren't always routine. The software crashes, and the information systems manager needs a technical support agent to talk him through the crisis. Cost is not an issue. The system prompts for an authorization code, allowing the software company to charge for the transaction. The call center system times the length of the phone call. Through the CTI link, the information is sent to the client's file located on the host computer where it is later processed by the billing department, which sends the customer an invoice.

Another information systems manager calls the help desk and punches in an access code. The host recognizes there's a problem with the account. The access number is out of date, meaning the customer hasn't paid the annual maintenance fee. The host activates the system to respond with a prerecorded message: "The annual maintenance agreement for this account has expired. To automatically renew the license, press 1. To speak with a customer service representative, press 2."

The client pushes button 1 then enters the appropriate authorization code, such as company credit card number or an in-house billing number. With a new maintenance agreement in place, the call is then forwarded to the technical support desk.

CTI In Outbound Calling

But what if the caller hangs up instead of renewing the license or speaking to customer service representative? The system already knows who called (through ANI) and has a general idea why (through DNIS). The host computer creates a folder for call-backs. By using two-way CTI, the client's name and phone number are fed into the file, and an agent follows up later to remind the client to renew the service contract.

By defining any set of parameters, the host computer can generate an outbound call list that is implemented through the CTI link. For example, at 5 p.m. each day the host can generate a list of accounts that become delinquent at the close of business. At 8 a.m. the next business day, the host directs the phone system through the CTI link to call each name on the list.

In other applications, the host can compile a list of customers who ordered products through the automated system. An agent can call each customer to confirm the purchase. Agents can also conduct follow-up calls from a host-created list of those who called requesting technical support.

Determining whether to implement preview or predictive dialing for this automatic list-calling procedure depends on the length of the list. With preview dialing, a few agents should be able to work through a short list (let's say 4,000 names) in a couple of hours. The host sends a set of list entries to each assigned agent's terminal, where each transaction can be viewed as it occurs.

Predictive dialing, a more expensive feature, ensures no agent is caught in a lull. But instead of assigning outbound lists to specific agents, the system uses complex algorithms to predict when agents are between calls. Numbers are retrieved from the host one at a time. Predictive dialing is most effective when dealing with large hosts and large databases.

Terminal Emulation Through CTI

Not every person who dials a call center number has a problem. Take, for example, an information systems manager who simply wants to check the shipment date on a week-old software order and determine whether his/her company's account has already been billed.

Questions about specific accounts or purchase orders -- information readily available from the host computer --account for many customer calls. By using a touch-tone phone to simulate key strokes from a dumb terminal, callers can gain direct access to their file on the host computer by employing terminal emulation through the CTI link. Bypassed agents aren't tied up with predictable inquiries.

Popular applications of terminal emulation through CTI allow customers to review account balances or receive status updates on outstanding order shipments. But the host computer isn't limited to regurgitating file data. The host computer can be the company's best salesperson. Established customers can dial into the system and then access on-line ordering features.

For example, a caller needs 100 copies of a software upgrade. Using the telephone keypad, the caller can ask the host if that much product is in stock, place the order and schedule a delivery date. If there's a backlog, the computer can tell the customer how long the list is and when the product will ship.

The host can even suggest product alternatives. For example, the caller wants to order the 6.2 version of a software product, but 6.2.5 is available. The computer informs the customer of the upgrade. If a caller is searching for a specific genre of computer programs, the computer can list the titles of applicable stock, along with the features of each and price comparisons.

Screen Pops Plus

Popping computer screens shows CTI's flashy side. But using CTI just to save about 20 seconds on the front end of customer calls to agents could make the technology an expensive convenience. To make the most of this investment, high-tech companies -- or any company that wants to institute advanced call center capabilities --must realize that CTI is capable of offering more than what shows up on a computer screen.

Through CTI, a host computer can direct call routing and determine how the system responds to callers in any given situation. Through the CTI link, callers can tap directly into their files, using a touch-tone keypad to enter or retrieve account information. CTI can turn the host computer into a 24-hour automated sales department. With lists compiled by the host computer, CTI can also become a tool for outbound calling.

With the likelihood that sophisticated applications are already in place, high-tech companies can lead the way in taking full advantage of CTI technology.

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Greg Smith is vice president and general manager of SRX, a leader in providing integrated telecommunications products. SRX utilizes its open switching platform and CTI technologies to deliver advanced call center systems, desktop telephony services and wireless voice communications products.

Copyright Technology Marketing Corporation Feb 1996
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