ICMI's Customer Management Insight - September 2007 - (Page 36) O P E R AT I O N S Figure 1: Multichannel Recruiting and Hiring Practices Use the Web (online career sites, company Website, etc.) more when recruiting Assess candidates’ general writing skills (flow, spelling, grammar, etc.) Screen applicants early based on email/chat skills and general Internet savvy Compare candidates to profiles of current successful e-contact/multichannel agents in your center Use appropriate psychometric testing (personality/attitude/motivation tests) Use e-role plays to assess promising candidates online e-contact/customer service skills Figure 2: Customer Satisfaction Measurement Methods for Each Contact Channel Phone survey (conducted by live person) 25.30% 13.70% 8.20% 6.40% 10.50% 7.90% 8.20% 11.10% 28% Automated phone survey via the IVR 10% 8.50% 1.90% 1.80% 5.70% 3% 4.80% 2.80% 40% We handle this, but do not survey customers 21.50% 51.60% 51.70% 63.30% 56.20% 60.40% 61% 63% 9% Mail survey Traditional phone calls (live agent) IVR-only calls Email Chat Web calls Web callbacks Web self-service contacts Fax Art 18.70% 13.70% 10.10% 7.30% 11.40% 9.90% 11% 13% 8% Email survey 24.60% 12.40% 28.10% 21.10% 16.20% 18.80% 15.10% 10.20% 16% Note: Due to rounding, some percentage totals may not equal 100.0 percent. channels (see Figure 2 above): > 63.3 percent of centers do not survey customers who contact the center via chat. > 61 percent do not survey customers who complete a Web selfservice transaction. > 51.7 percent do not survey customers who contact the center via email. > 51.6 percent do not survey customers who complete a transaction via the IVR. > 44.8 percent of respondents feel that their center is behind oth- ers in their industry with regard to the development/management of their multichannel environment. > The three biggest multichannel management challenges cited by respondents include: 1) technology implementation or integration issues; 2) securing budget for multichannel needs; and 3) ensuring quality and consistency across the various contact channels or types. > The three most common changes or improvements planned for the next 12 months are: 1) improve service level and response times for all contact types; 2) revamp training for e-contact and multichannel agents; and 3) begin monitoring all contact types. (See Figure 3.) CONCLUSION Call centers have evolved into multichannel contact centers in terms of the types of transactions they now handle; however, true multichannel success eludes most centers today due to several key operational shortcomings. According to the study, the icmi’s insight www.icmi.com | SEPTEMBER 2007 36 http://www.icmi.com
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