Introduction of expert seating mechanism BT deployment Cloud Call Center

BT has deployed cloud call centers in UK home call centers and in countries and regions such as Europe, South America and India, and is planning more technology improvements and innovations to achieve simpler, seamless and integrated call center services for users.

As global telecom operators pay more and more attention to customer service today, BT in the use of cloud technology to build the next generation of call center has stepped out of a rather "avantgarde" step, continue to extend its new technologies, new service trends in the forward-looking and proactive.

Recently, the reporter learned from BT, BT has been in the British local call center and Europe, South America and India and other countries and regions deployed the Cloud Call center (Cloud contact), and are planning more technical improvements and innovation, in order to provide users with more simple, Seamless and integrated call center services.

It is understood that this new cloud call center (Cloud contact) solution is not only applied to British Telecom's own call center services, and by BT as an important it innovation service solution to its global it customers, at present, its customers all over the tourism, pharmaceutical, retail, Many industries such as manufacturing and philanthropy.

User behavior Changes Call center operation mode

Nicola Millard, an expert in British telecommunications Research user behavior experience, said in an interview with reporters at the communications industry newspaper that both the users of telecom operators and users of financial and pharmaceutical industries are establishing a new mode of autonomous consumption with the advent of new media. "User consumption patterns are changing faster than businesses that serve them." ”

Millard, a customer experience futurist at BT, recently hosted a report by BT on consumer-discretionary habits, and found a fundamental change in consumer attitudes.

The report says consumer discretionary consumption has become a new trend in consumer behavior and challenges existing customer relationships in corporate and public sector institutions. Independent customers are independently, well-informed, more susceptible to other consumers than brands, and are abandoning trust in the business as a source of advice.

In particular, the report noted that telephone (71%), e-mail (67%), Internet Self-Service (55%), face-to-face (46%) is the main channel for consumers to contact the enterprise, but other options are becoming more and more popular with consumers, such as SMS (40%), website question and Answer (37%), online forum (27%), network chat (26%), Facebook and other social networks (24%) and video conferencing (15%). But whether in Britain or India, or China, "telephone communication is still the way most users want to communicate." ”

Based on the recently completed report, Millard points out that the call center settings are still important, but because of the complexity of the user's search for help, call center personnel need to be more professional and skilled to solve more complex problems for their users.

Set up a cloud call center

The report provides a stronger user experience analysis of BT's next-generation call center strategy. In fact, BT has been widely deployed in both UK and global IT customers to the "Cloud Call center (Cloud contact)" As the representative of the next generation of call center. For its IT customers, for example, currently around the world about 18,000 call center agents using the BT Cloud contact platform, distributed in more than 70 agencies.

"Cloud computing is ideal for call centers," says Steve Robinson, president of the Asia Pacific product market, the UK Telecom Global Service, which makes the cloud attractive with different requirements and complex routing. ”

With the help of cloud computing, BT's next generation of call centers can be integrated into multi-channel platforms, introducing expert seating mechanisms to achieve many of the functions that existing call centers cannot achieve. For example, to quickly identify and correlate customer contact channels, for example, regardless of the way customers connect to the enterprise's customer service platform, the system will identify the customer's past records, geographical location, the current use of equipment, and accordingly to the customer to provide personalized service, can greatly enhance customer satisfaction.

"A company that has already introduced the BT Cloud Call center solution has turned three times times, with a 20% drop in the number of seats." "British Telecom partner, Avaya Contact Center solution director Lee Chong Win told reporters.

Avaya is one of BT's key partners in the cloud Call center, Lee Chong Win introduced, Avaya and BT in the next generation of call center development and service delivery, maintained a long-term cooperative relationship, at present, The next generation contact center, created by Avaya and BT, incorporates six platforms, including traditional voice, multimedia, automated multimedia, automated voice, social media, and Web services--between the six platforms, where the cloud enables users to seamlessly switch between channels in consultation.

Face three major challenges

Telecom operators in the call center solution for the provision and deployment of a natural advantage, not only the BT and so on has really realized the global operation of large foreign operators, domestic telecommunications operators are actively expanding the scale of call centers, change the call center operation mode, The cloud call center of BT has great change and reference significance.

But the other side of the coin is that the application and running-in of new technology will become a compulsory course for telecom operators and call centers, and the new call center model still faces three major challenges. These challenges include:

Requires stronger integration capabilities: The old call Center for voice channel Information processing is successful, but the new call center also need to deal with more channels (web sites, social media, smartphones, etc.) and in the shortest possible time to integrate the most effective, and on this basis and customer communication, This fully tests the ability of call center practitioners to integrate new media;

From the strategic level: enterprises need to adjust from the strategic and behavioral patterns, to adapt to the new call center model, more training for employees, more network communication skills, in communication technology, obviously there is no problem;

In addition, an important advantage of the cloud call center is the introduction of expert seating, where experts will no longer be confined to the call center, but experts who can solve problems anywhere in any way. Call center should be able to ensure that experts are required at any time, and customers can communicate and communicate smoothly. This is the most different place from the previous mode of operation.

(Responsible editor: Duqing first)