By Jim Rembach – Sr. Vice President, Customer Relationship Metrics
Call center technology can vary widely within the same solution group. Workforce
Management, Customer Relationship Management Software, Recording Solutions, Reporting
Software, Automated Call Distributors, Interactive Voice Response, Remote Agent
Technologies, Computer Based Training, Voice over IP, Voice Response Units, Dialers,
Voice Recognition, Middleware, and even headsets have differences from one vendor to
the next and one model to the next. All to often executives make the decision to target
a solution for acquisition just because a competitor or a colleague’s company
already has these. Unfortunately, this does not mean it is the best for your company.
The decision to implement technology should not be undertaken until the proper internal
needs analysis is conducted. When you Benchmark your call center you must include the
analytics in your benchmark and not limit it to process related items. Review your
center’s performance from every aspect. This analysis is should not be hurried or
overlooked. Many companies do not have the expertise to perform this critical function
and if you need help then get it. There are thousands of call centers that repeatedly
plan to implement solutions in the next 12 months and get know where. Many of them that
finally do will waste money due to poor planning. The needs analysis is not the place
to skimp. If you do you will make the wrong decision, which can cause your investment
to easily quadruple and provide a very low or negative return on investment. It may even cost your company some customers and you your job.
The fact is that technology is only an enabler. If your call center is operating
to the best of its ability it can make it better. If you are having problems, it can
accelerate them and the problems will begin to multiply. Remember technology implemented
incorrectly can disable not enable.
There is an estimated 2500 vendors selling solutions to call centers. Not all
call centers are alike and many of these vendors offer multiple products. Very few
salespeople selling solutions have call center experience and therefore are unable to
assess what you need, and their job is to sell not assess. The only way to ensure you
are making the right investment is to have the knowledge to be able to tell vendors
exactly what you need.
