For complex customer requests, Call center activities will be more and more integrated with operations activities – and Super7 Operations will enable this.
The classical Financial Services Back-Office work is being replaced with Straight Through Processing for the simple customer request. Super7’s, small autonomous multi-skilled teams with flexible capacity, are taking care of the rest: complex service requests, where human judgment is needed, or requests that are too infrequent to be automated at this time.
At the same time, the classical Call Center is being transformed into a customer service organization, because customers prefer the new Straight Trough Processes offered through internet and mobile apps. What’s left are the more complex requests. There are apparently a lot of similarities with what happened to the classical Back-Office. Does this mean Super7 Operations can make an equally impressive impact in the Call Center?
In my opinion, Super7 Operations will have direct use in those areas where the call center and operations can be integrated. For low volume, high complexity service requests, a call directly to the operations specialist – or a chat session, for that matter – will be more effective than a call to an agent, who fills in a channel form, and forwards this to the same specialist.
In other areas, Super7 Operations is not the answer. A large group of customers still prefers the call channel over internet or mobile applications. Bulk calls, high volume: an efficient call center organization will be able to process these with far less costs per call and with probably a higher chance of cross sales. Super7 Operations wasn’t designed for this type of work, and others have set the benchmarks for these departments.
So, how would that work, Super7 Operations combined with answering a large number inbound calls? The basic principles stay the same, but we need to find solutions to a new set of problems. For instance:
- How can a Super7 keep the overview of the total workload when calls are routed to individuals?
- How can Super7 members help or ask for help when everybody is constantly on the phone?
- How can the manager still offer help when inbound calls make up a large part of the work?
I will address these questions in one or more of my next blog posts. So make sure you check regularly on www.cooperationalexcellence.nl
Menno R. van Dijk.