Call Center Work System


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MBA 6113 - Work Systems
Call Center Work System Improvement
March 10, 2009

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Call Center Work System

  1. 1. <ul><li>Innovations in Work Systems </li></ul><ul><li>Laura Flowerree, Suzanne Collins, Velvet Voelz, Christopher Serio </li></ul><ul><li>March 10, 2009 </li></ul>
  2. 2. Background <ul><li>GuildQuality was founded in 2002 </li></ul><ul><li>Founder and President saw market need for customer satisfaction surveying while working for a real estate developer in Charleston, SC </li></ul><ul><li>Company gathers and stores customer satisfaction surveys for builders, remodelers, and developers nationwide </li></ul><ul><li>By 2007 GuildQuality had over 500 members in 46 states </li></ul>
  3. 3. How It Works for Members
  4. 4. Portion of Sample Survey Survey consists of 25 questions Answers scored on a 0 to 4 scale Homeowner able to make comments throughout survey
  5. 5. The Call Center <ul><li>Builders enter homeowner contact information into an online database </li></ul><ul><li>Survey Managers access database and assess how many surveys need to be done in a given week and divide up the list according to employee work schedules </li></ul><ul><li>Phone surveyors access database to make calls and record answers or make a note that they need to call back </li></ul><ul><li>Survey Managers randomly listen in to phone conversations between the surveyor and homeowner for quality control purposes </li></ul><ul><li>The surveyors try to reach the homeowner 10 times by phone before the survey is retired </li></ul><ul><li>Once the survey is completed, the data is stored in a database and can be accessed by the members (builders, remodelers, and real estate developers) </li></ul>
  6. 6. Issues <ul><li>Policy Issues: </li></ul><ul><ul><li>What to do if a builder wants you to contact a specific homeowner (for example, contacting the wife only since she had a better experience with the builder) </li></ul></ul><ul><li>Ethical issues: </li></ul><ul><ul><li>How far do you stretch policies </li></ul></ul><ul><ul><li>What if employees steal and sell data </li></ul></ul><ul><ul><li>What to do if a homeowner wants to change a survey response </li></ul></ul><ul><li>Security: </li></ul><ul><ul><li>How do you create security so that data is protected </li></ul></ul><ul><li>Incentives: </li></ul><ul><ul><li>How to structure incentives and pay scale </li></ul></ul><ul><li>Should GuildQuality outsource surveying all together </li></ul>
  7. 7. Analysis and Possibilities <ul><li>GuildQuality’s call center has several weaknesses that have led to lower performance in the past </li></ul><ul><li>Lessened the quality of the information collected in surveys </li></ul><ul><li>Lowers the company’s overall effectiveness and quality of core competencies </li></ul>
  8. 8. Analysis and Possibilities <ul><li>Examined 4 possible solutions: </li></ul><ul><ul><li>Developing a Structured Training Program & Hiring Protocol </li></ul></ul><ul><ul><li>Creating a Best Practice Methodology </li></ul></ul><ul><ul><li>Investing in Call Center Technology </li></ul></ul><ul><ul><li>Outsourcing the Call Center </li></ul></ul>
  9. 9. Recommendations & Justifications <ul><li>Outsource the call center </li></ul><ul><ul><li>Call center management proven to not be a core competency </li></ul></ul><ul><ul><li>IT has revolutionized the industry </li></ul></ul><ul><ul><li>Multiple technology vendors makes supporting and maintaining the system difficult </li></ul></ul><ul><li>Contract with a supplier that specializes in online virtual operations </li></ul><ul><ul><li>Brick-and-mortar centers are more limiting </li></ul></ul><ul><ul><li>Virtual centers can be customized </li></ul></ul>
  10. 10. Recommendations & Justifications <ul><li>Ideal company – LiveOps (Palo Alto, CA) </li></ul><ul><ul><li>Fully integrated call center system </li></ul></ul><ul><ul><li>Offers businesses an enterprise scale, virtual call center infrastructure, and support resources </li></ul></ul><ul><ul><li>Supports each stage of the call center lifecycle </li></ul></ul><ul><ul><li>Offers call routing, agent and workforce management, quality monitoring, and real time analysis </li></ul></ul><ul><ul><li>Fully customizable to meet business demands </li></ul></ul>
  11. 11. Conclusion <ul><li>Outsourcing the call center functions is GuildQuality’s best option </li></ul><ul><li>Managing the call center is not a value-add core competency of GuildQuality </li></ul><ul><li>The on-demand call center solution offers a comprehensive, fully integrated system </li></ul><ul><li>The system can lower IT, labor and management costs </li></ul><ul><li>In the event that management does not see outsourcing as a viable near-term solution, we suggest that management implement some of our process-focused suggestions in the short-term </li></ul>
  12. 12. Questions?