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Communication and distributed-knowledge in Call Centres

Communication and distributed-knowledge in Call Centres. Sebastiano Bagnara. Phase 1 Late 60ties. ‘Free phone line’. Phase 2 70-80ties. ACD (Automatic Call Distribution). Phase 3 90ties. CTI (Computer Telephone Integration). Phase 4 End 90ties. Web-enabled and virtual call centre

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Communication and distributed-knowledge in Call Centres

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  1. Communication and distributed-knowledge in Call Centres Sebastiano Bagnara

  2. Phase 1 Late 60ties ‘Free phone line’ Phase 2 70-80ties ACD (Automatic Call Distribution) Phase 3 90ties CTI (Computer Telephone Integration) Phase 4 End 90ties Web-enabled and virtual call centre CMI (Contact Media Integration) The call centre evolutionBasic technologies

  3. Phase 1 Late 60ties Standard answers for standard claims Claim office Phase 2 70-80ties The customer’s number and typology increase The claim factory Phase 3 90ties Demand of customer-oriented services Dynamic and long-lasting communication processes The organisation learns from its customers Communication and listening place Phase 4 Late 90ties ‘Show and tell’ Marketing, negotiation and selling node The call centre evolutionThe functions

  4. Phase 1 late 60ties Individual ownership of limited knowledge Low communication skills Repetitive tasks Telephone operator-like workstation Focus: short call and one call solution Individual ownership of specific knowledge Low and specific communication skills Tolerance to high workloads Isolated and secluded workstation Focus: short call and one call solution Fase 2 anni 70-80 The call centre evolution Know-how

  5. Fase 3 90ties Managing distributed-knowledge systems Handling internal and external knowledge Understanding and interpreting questions Managing unexpected events High communication skills Coping with stress Coping with colleagues Focus on the continous and dynamic relationship with the customer Phase 4 late 90 Developing distributed-knowledge systems Negotiation skills Managing unexpected events Coping with stress Working in team Focus on relationship, trustbuilding and selling The call centre evolution Know how

  6. Knowledge about: • Competitors • Diffused know-how • Regulation • Other actors • Marketing and communication actions • General knowledge • Needs • Shared practices • Organization memories Customer REP Cognitive artefacts • Data base • Knowledge management tools The Call Centre: a distributed knowledge system In the call centre knowledge is in the agent’s, in the colleagues’ and in the customers’ mind and in the cognitive artefacts

  7. The call centre operator (REP) is a Knowledge Worker “The service does not work? Have you re-charged the card?” “Caterina, have you ever done a transfer?” “ Which is the coverage of Florence? I check in the DB” Knowledge in the customer’s mind Artefacts knowledge Knowledge in other people’s mind” Knowledge of the socio-cultural context He preserves, creates and communicates knowledge and he uses and re-elaborates distributed knowledge

  8. Learning how to act within a distributed-knowledge working system Training Wider concept of interface meant as access and interaction Design of cognitive artefacts Collecting, maintaining and sharing knowledge and information developed into experience Design of organizational artefacts (organization memory) The rep: from the “blue collar ” of the services to the Knowledge Worker Area of action

  9. Training REP: distributed-knowledge manager • Developing ‘navigation’skills within the knowledge systems rather than heaping up inner information and knowledge • Building up communication and interpretation skills • Coordinating and managing the temporary dynamics of relationships • Learning on the job

  10. Planning of cognitive artefacts • Different media integration (Contact Media Integration) • Design of ‘user friendly’ access and interaction Eg: An IVR easy to access allows the customer to autonomously enter the distributed system, leaving the rep to manage difficulties. Eg: System integration and an unique interface allow the rep to move easily through different applications

  11. The call centre is a ‘fragile’and distributed -knowledge system High turnover Part-time and seasonal work Fast evolution of cognitive artefacts Constant and continous change of products/services and customers Designing the organisational memory Improving the communication flows within the team and among teams Systematic collection of knowledge Encouraging and facilitating the experience feedback Designing cognitive and organisational artefacts to support the communication and the knowledge-sharing among the agents Design of organizational artefacts: memory

  12. Condition Fluent communication among the different parts of the distributed- knowledge systems Ability Building up, navigating and managing the distributed-knowledge systems The empowerment of the rep

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