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A PROJECT REPORT ON “STUDY THE TECHNOLOGY & PROCESS OF IBS&GTC RECOMMENDING CHANGES FOR BRINGING THEM AT SAME PRODUCTIVITY” FOR

www.ideacellular.com

SUBMITTED IN PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHALOR OF BUSINESS ADMINISTRATION Submitted to: Ms. RITA SINGH Project Guide DIRD Submitted By: RAHUL AGARWAL BBA 3rd Semester UNIV ENROL no. (0681483906)

DELHI INSTITUTE OF RURAL DEVELOPMENT

AFILLIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY DELHI

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CERTIFICATE
This is to certify that Project Entitled “A report on GTC & IBS“ submitted by ARUN BHARDWAJ, Roll No.6535/BBA/2006 has been done under my guidance and supervision in partial fulfillment of the requirement for the award of Master of Business Administration. The work mentioned in this project report have been undertaken by the candidate himself and necessary references have been recognized and acknowledged in the text of the report

Ms. RITA SINGH Project Guide DIRD Delhi Dated………..

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ACKNOWLEDGEMENT
I take this opportunity to thank all those who made this project a success. Although with a few words of appreciation I can’t measure the contribution of individuals who directly or indirectly helped me. Still, i am making an attempt to show my gratitude that i owe to them. My sincere thanks to Mr. Dipanker Mukherjee for giving me the opportunity to work on this project. I am indebted to Ms. Rachita Gupta, my project guide, for understanding the problems that I encountered during the project and giving me the support that I needed. I would also like to thank Ms. Ms. RITA SINGH(Project Guide) as she proved to be constant source of inspiration and provided timely support at crucial stages of this project work. I must thank Mr. Mukesh khanduja for not being a senior but a friend. His informal attitude helped me to learn a lot about GTC. He made the whole experience a truly rewarding one. Last but not the least; I would like to thank Dr. DAYANAND, for providing me with all the help and advice to me in completing my project. I appreciate the cooperation extended to me by the managers, executives and the staff of Idea cellular limited, GTC & IBS.

(ARUN BHARDWAJ)

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EXECUTIVE SUMMARY
This Project Report is a summary of the project work done at the Idea Cellular Ltd .The company since its formation in 1995 has done a respectable work as a wireless telephony company. The first few pages of the report talk about an introduction to the company profile of the Idea Cellular Ltd since its formation, about there vision and values & telemarketing . The products offered by the company are also stated herein. Hereafter the report talks about the project i.e. technologies and process at GTC & IBS. Last but not the least the project report also consists of the comparison between both call centers. The rest of the pages give the details of forms, formalities & other documents involved. The last page constitutes the findings of the project & the Conclusion.

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TABLE OF CONTENTS CERTIFICATE UNDERTAKING ACKNOWLEDGEMENT EXECUTIVE SUMMARY CONTENT
Chapter 1 INTRODUCTION TO INDUSTRY Chapter 2 RESEARCH METHODOLOGY Chapter 3 COMPANY PROFILE Chapter 4 4.1 INTRODUCTION TO TELEMARKETING 4.2 TECNOLOGY USED IN TELEMARKETING Chapter 5 INTRODUCTION TO CALL CENTER Chapter 6 VISIT AT GTC Chapter 7 VISIT AT IBS Chapter 8 DATA ANALYSIS Chapter 9 CONCLUSION & RECOMMENDATIONS Chapter 10 BIBLIOGRAPHY Chapter 11 ANNEXURES 5

Indian telecom industry Industry profile
A large population, low telephony penetration levels, and rise in consumer income and spend owing to strong economic growth have contributed to making India the fastest growing telecom market in the world. The first and largest operator is the state-owned incumbent BSNL, which is also the 7th largest telecom company in world in terms of number of subscribers.BSNL was created by corporatization of the erstwhile DTS (Department of Telecommunication Services), a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policy was revised to allow private operators, companies such as Reliance, Bharti Telecom, Tata Indicom, Hutch, MTNL, and BPL have entered the space. Major operators in India. However, rural India still lacks strong infrastructure. Mobile telephone or cellular telephone (commonly "mobile phone" or "cell phone") is a long-range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. Most current mobile phones connect to a cellular network of base stations (cell sites), which is in turn interconnected to the public switched telephone network (PSTN) (the exception is satellite phones).

Service providers in India
Basic service licencees Until recently, only the PSU's BSNL and MTNL were allowed to provide Basic Phone Service through copper wires in India. MTNL is operating in Delhi and Mumbai only and all other parts are covered by BSNL. However private operators have now entered the fray, although their focus is largely on the cellular business which is growing rapidly. Cellular mobile service licencees 1. 2. 3. 4. 5. 6. BSNL MTNL Bharti Hexacom Ltd Idea Cellular Ltd Reliance Telecom Ltd Hutchison Essar Ltd 6

7. Aircel 8. BPL Mobile Communications Ltd

List of mobile network operators in India The country has 192.98 million subscribers in total, or a 16.08% penetration rate. (July 2007) Subscribers Ownership (in millions) Bharti Tele-Ventures, Singapore Telecommunications (30.84%) and Vodafone (4.4%) & Essar

Rank Operator Technology

1

Airtel

GSM, EDGE

44.76 2007)

(July

2

Hutch

GSM, EDGE

32.44 2007) 33.34 2007) 32.66 2007) 18.09 2007) 17.00 2007) 7.16 2007) 3.29

(July Vodafone (67%) Group (33%) (July Reliance Limited (July

3

Reliance Mobile

GSM, CDMA

Communications

4

BSNL

GSM

State-owned

5

Tata Indicom Idea Cellular

CDMA

(July

Tata Group

6

GSM

(July

Aditya Birla Group

7

Aircel

GSM

(July

Maxis Telecom

8

Spice

GSM

(July Spicecorp and DISTACOM 7

2007) 2.88 2007) 1.095 2007) (July

9

MTNL

GSM

State-owned

10

BPL Mobile

GSM, GPRS

(July

Essar Group

Revenue and growth The total revenue in the telecom service sector was Rs. 86,720 crore in 2005-06 as against Rs. 71, 674 crore in 2004-2005, registering a growth of 21%. The total investment in the telecom services sector reached Rs. 200,660 crore in 2005-06, up from Rs. 178,831 crore in the previous fiscal. The value added services (VAS) market within the mobile industry in India has the potential to grow from $500 million in 2006 to a whopping $10 billion by 2009(Music, games to drive mobile VAS

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RESEARCH METHODOLOGY The research process involved two phases: First phase included descriptive research (Ex post facto research) i.e. description of the process as it existed and as it exits. Includes personal interview technique, participant observation and fact findings. The main task is to describe the main features, nature and characteristic of a process. The agents were targeted and analyzed randomly. A structured questionnaire was designed to collect the needed information from the respondents. (See the annexure) In the second phase data was collected through structured questions from 100 respondents within Company. .

● SAMPLE OF THE STUDY
The sampling plan includes two decisions:

1. Sampling unit: Sampling unit means, “Who is to be surveyed?” 2. Sampling size: Sampling size means, “How many people should be surveyed?” Large samples give more reliable results than small samples.

1. In our research, the sampling unit consists of telecalling agents and team leaders. 2. Sample size is 100.

● SAMPLING TECHNIQUES USED FOR THE
STUDY
Selective random: People were randomly selected from Office.

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● TOOLS USED FOR DATA COLLECTION PRIMARY SOURCE
● The Questionnaire: The method used for purpose of collecting data was personal interviews method. In our case we used Structured-questioning, in personal interview method. Personal interviews were taken by meeting personally to all the respondents.

● DESCRIPTIVE RESEARCH:
Main tool used under research methodology is “Descriptive research” which includes surveys(personal interviews) and fact-finding enquiries of different kinds.

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COMPANY PROFILE

History:
Idea cellular is a wireless telephony company operating in various states in India. It initially started in 1995 as a join venture between the Tatas, Aditya Birla Group and AT&T by merging Tata Cellular and Birla AT&T Communications Holdings: Initially the Birlas, the Tatas and AT&T Wireless each held one-third equity in the company. But following AT&T Wireless' merger with Cingular Wireless in 2004, Cingular decided to sell its 32.9% stake in Idea. Both the Birlas bought this stake at 16.45% each. Tata's foray into the cellular market with its own subsidiary, Tata Indicom, a CDMA-based mobile provider, cropped differences between the Tatas and the Birlas. This dual holding by the Tatas also became a major reason for the delay in Idea being granted a license to operate in Mumbai. This was because as per Department of Telecom (DOT) license norms, one promoter could not have more than 10% stake in two companies operating in the same circle and Tata Indicom was already operating in Mumbai when Idea filed for its license. The Birlas thus approached the DOT and sought its intervention, and the Tatas replied by saying that they would exit Idea but only for a good price. On April 10, 2006, the Aditya Birla Group announced its acquisition of the 48.18% stake held by the Tatas at Rs. 40.51 a share amounting to Rs. 44.06 billion. While Aditya Birla Nuvo, a company in-charge of the Birlas’ new business initiatives, acquired 15% of the 48.14% stake the remaining stake was acquired by Birla TMT holdings Private Ltd., an AV Birla family owned company. Currently, Birla Group holds 98.3% of the total shares of the company. Idea is a leading cellular operator, with a subscriber base of over seven million across the country in its eight-circle operation. It controls a portfolio of India's most attractive and mainly contiguous properties including the 11 states of Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (West), Uttaranchal, Haryana, Kerala and Delhi (inclusive of NCR). Having operations in four of the five largest cellular circles in India, Idea is the market leader in the Maharashtra and Goa; Uttar Pradesh (West) and Madhya Pradesh and Chattisgarh circles in terms of number of subscribers.

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Idea's Delhi circle is also the fastest-growing fourth operator in the country, which is an achievement in itself and showcases customer confidence of a high degree. Idea's footprint currently covers approximately 45 per cent of India's population and over 50 per cent of the potential telecom market. Idea covers over 1000 towns along with a total highway connectivity of over 10,000 kilometres. Today, there are over 350 direct customer service outlets and a well-entrenched network of over 48,000 retailers and dealers across the country. Each circle with its own dedicated call centre and a single call resolution approach towards the customer is a unique effort provided by any operator. Idea offers roaming across 560 operators in India and across the world. With a clear focus on providing unique, distinct innovative and tremendously valuable services to the subscribers, Idea embarked upon an initiative to set up a VAS (value-added services) factory within the company, which conceptualizes and provides tailormade value-added services. As a leader in value added services, innovation is central to the VAS factory. Idea was the first and only company to launch music messaging with 'Cellular Jockey' to all its subscribers. Idea has launched a voice portal with 'Say IDEA'. Idea also launched Global SMS for the first time in the country, which allows the users to send and receive SMS from over 540 networks and 170 countries across technology platforms like GSM, CDMA, TDMA and satellite phones. A frontrunner in introducing revolutionary tariff plans, Idea has the distinction of offering the most customers friendly and competitive pre-paid offerings, for the first time in India, with 'Eco Talk', 'Flexi-charge', 'Super Power' and other segmented offerings. 'Lifetime Idea' is the first and only loyalty program, for prepaid customers, introduced by a cellular brand. 'Pay Easy' is bill payment through the effective use of the pre-paid channel. Idea is the only operator in the world to launch this service. It is also the only cellular operator, which has launched a complete suite of mobile e-mail services.

Product & services
Idea offers a wide range of cellular services and products. Its post-paid and pre-paid services are supported by a variety of package plans to suit the needs of different customers: M-coupon — Electronic discount coupons that customers can get on their mobiles while they shop. Voice courier — Idea subscribers can send messages in their own voice to select GSM subscribers all across the country and to any land line or cellular subscriber in the US and Canada at a fraction of STD and ISD rates.

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M-chat — An instant-messaging service that enables subscribers to chat with their friends in MSN, Yahoo and ICQ from Idea mobile (using the SMS feature). Idea's M-chat enables subscribers to chat with all the three chat rooms, MSN, Yahoo and ICQ, without having to tag along a laptop or computer with net connection. SMS in nine vernacular languages — Hindi, Gujarati, Marathi, Bengali, Telugu, Tamil, Malayalam, Kannada and Punjabi, in addition to English. GPRS / MMS — Idea Delhi was the first mobile phone operator to launch GPRS services in Delhi. It's 3G-compatible network supports General Packet Radio Service (GPRS), which allows subscribers to access Internet websites and information portals on Idea mobile. Customer service and innovation are the drivers of this cellular brand. Idea was the first company in the country to launch GPRS in November 2002. It showcased EDGE (Enhanced Data Rates for GSM Evolution) in Delhi, in July 2004. With EDGE (a 3G technology), subscribers can enjoy live television with a data download rate of over 160 kbps. GPRS is available on all its networks, for both prepaid and post-paid customers. Idea subscribers also have a richer experience while watching movie previews, multimedia messages with video attachments, webinfotainment, high-speed video downloads, java game downloads and other Internet-based multi-media experiences on their EDGE-enabled mobile phones. In keeping with the promise of providing world-class products and services to its customers, Idea has added another first to its list by announcing the launch of its new VAS innovation — Background Tones. Idea has also introduced a convenient ambulance service for its customers of Indore. In another revolutionary and unprecedented move, Idea has announced the, "Idea Girls' Best Friend Offer", a once-in-a-lifetime opportunity to own a free dazzling real diamond pendant with every new postpaid connection on a plan of Rs. 150 and above. The latest feather in the Idea cap is winning the GSM Association Award for Bill Flash. Idea thus became the first cellular operator in India to win an award on an internationalplatform. The GSM Association Awards are recognized as the Oscars of the GSM mobile industry. Idea is the only Indian operator to have won an award at this forum since the inception. The award was presented for Idea's unique "Bill Flash" service in the "Best Billing or Customer Care Solution". It is indeed with pleasure that we proudly announce that our in-house R&D Team has created Bill Flash.

INTRODUCTION:
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Telemarketing is a method of direct marketing in which a salesperson uses the telephone to solicit prospective customers to buy products or services. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. The two major categories of telemarketing are Business-to-business and Businessto-consumer. Subcategories
• • • •

Lead Generation, the gathering of information Sales, using persuasion to sell a product or service Outbound, proactive marketing in which prospective and preexisting customers are contacted directly Inbound, reactive reception of incoming orders and requests for information. Demand is generally created by advertising, publicity, or the efforts of outside salespeople.

Procedure Telemarketing may be done from a company office, from a call centre, or from home. It may involve either a live operator or a recorded message, in which case it is known as "automated telemarketing" using voice broadcasting. An effective telemarketing process often involves two or more calls. The first call (or series of calls) determines the customer’s needs. The final call (or series of calls) motivates the customer to make a purchase. Prospective customers are identified by various means, including past purchase history, previous requests for information, credit limit, competition entry forms, and application forms. Names may also be purchased from another company's consumer database or obtained from a telephone directory or another public list. The qualification process is intended to determine which customers are most likely to purchase the product or service. Charitable organizations, alumni associations, and political parties often use telemarketing to solicit donations. Marketing research companies use telemarketing techniques to survey the prospective or past customers of a client’s business in order to assess market acceptance of or satisfaction with a particular product, service, brand, or company. Public opinion polls are conducted in a similar manner.

Negative perception and criticism 14

Telemarketing has been negatively associated with various scams and frauds. Some telemarketing companies raise donations for illegitimate police and law enforcement agencies, often with sound-alike names to legitimate organizations while most or all of the donations are not used for charity. The companies buy and share lists of elderly citizens to call and hire only male telemarketers, allowing the senior citizen to believe he or she is talking to a real policeman, and then having a young female "verifyer" verify that the donation amount, usually $20 to $50, is sent to the company immediately. The companies rent post office boxes in the name of the "charity" the targeted senior citizen thinks they are donating to. All the "charities" have the same P.O. box listed on the envelope for the fraud victim to send his or her check to. Fraudulent telemarketing companies are frequently referred to as "telemarketing boiler rooms" or simply "boiler rooms." Telemarketing may also be criticized as an unethical business practice due to the perception of high-pressure sales techniques during unsolicited calls. Telemarketing calls are often considered an annoyance, especially when they occur during the dinner hour, early in the morning, or late in the evening Regulation Telemarketing is subject to regulatory and legislative controls related to consumer privacy and protection. Telemarketing in the U.S. is restricted at the federal level by the TCPA Telephone Consumer Protection Act of 1991 (47 USC Section 227) and the FTC's Telemarketing Sales Rule. The FCC derives regulatory authority from the TCPA, adopted as CFR 64.1200. The Many professional associations of telemarketers have codes of ethics and standards that member businesses follow to encourage public confidence. Some jurisdictions have implemented "Do Not Call" lists through industry organizations or legislation; telemarketers are restricted from initiating contact with participating consumers. Legislative versions often provide for heavy penalties on companies which call individuals on these listings. The U.S. Federal Trade Commission has implemented a National Do Not Call Registry in an attempt to reduce intrusive telemarketing nationwide. Telemarketing corporations and trade groups challenged this as a violation of commercial speech rights.However, the U.S. 10th Circuit Court of Appeals upheld the National Do Not Call Registry on February 17, 2004.

Companies that use telemarketing as a sales tool are governed by the Federal regulations outlined in the TSR (amended on January 29, 2003 originally issued in 15

1995) and the TCPA. In addition to these Federal regulations, telemarketers calling nationally must also adhere to separate State Regulations. Inbound telemarketing is another major industry. It involves both live operators and IVR--Interactive Voice Response. IVR is also known as audiotext or automated call processing. Usually, major television campaigns and advertisers use 800 numbers that are answered by IVR service bureaus. Such service bureaus have the technology and call capacity to process the large amounts of simultaneous calls that occur when an 800 number is advertised on television Technology
• • • • •

Autodialer Automatic call distributor Customer relationship management Predictive dialer Private Branch eXchange

An autodialer is an electronic device that can automatically dial telephone numbers to communicate between any two points in the telephone, mobile phone 16

and pager networks. Once the call has been established (through the telephone exchange) the autodialer will announce verbal messages or transmit digital data (like SMS messages) to the called party. Key technology A key technology for autodialers is the ability to detect live human pickup and answering machine. Since there is no indication/hardware signal when a call is answered by an answering machine or voicemail system, autodialer systems have to analyze incoming audio in order to make a prediction. Today, there is no algorithm that can achieve 100% accuracy. Smart autodialer A Smart Autodialer is an autodialer capable of personalizing messages and collecting touch tone or speech feedbacks. A speech engine is usually included for converting text to speech and recognizing speech over the phone.To customize or personalize messages, a smart autodialer system uses message template, which contains variables that can be replaced later by actual values. For example, a time variable included in the message template can be replaced by the actual time when a phone call is made. Semi-automatic dialer A semi-automatic dialer is a human controlled dialer. All actions, such as dialing, playing audio message, recording, are initiated by human, normally by the press of a key. It is a productivity tool for telemarketing agents. Enterprise grade automatic dialer An enterprise grade dialer must provide two key features. First, it must be capable of making large number of simultaneous phone calls; and second, it must provide an application programming interface (API) for system integration. Almost all enterprise grade autodialers employ computer networking technology, since voice boards have fixed number of ports and cannot be scaled up. In order to make 2000 simultaneous phone calls, for example, a group of computers have to be linked together to provide the support for that many phone lines.

A predictive dialer is a computerized system that automatically dials batches of telephone numbers for connection to agents assigned to sales or other campaigns. Predictive dialers are widely used in call centers. 17

The predictive dialer monitors the answers to the calls it places, detecting how the calls it makes are answered. It discards unanswered calls, engaged numbers, disconnected lines, answers from fax machines, answering machines and similar automated services, and only connects calls answered by people to waiting sales representatives. Thus, it frees agents from listening to unanswered or unsuccessful calls. A predictive dialer can dramatically increase the time an agent spends on communication rather than waiting: a 2002 survey indicated an increase in talk time from twenty minutes in the hour to almost fifty. The system is most suitable for low quality lists and large numbers of agents; a high contact rate can overwhelm the system. It is commonly interfaced into CRM software, to both generate call lists and report call attempts. Unsuccessful calls are often analyzed to determine if the number called needs to be called back later or needs special treatment, such as a manual or autodialed call by an agent to listen to an answer machine message. Predictive dialer systems are commonly used by telemarketing organizations involved in B2C (business to consumer) calling as it allows their sales representatives to have much more customer contact time. Predictive dialers may also be used by market survey companies and debt collection services who need to contact and personally speak to a lot of people by telephone. More commonly predictive dialers are now being used as a quick and easy way to automate all sorts of calls which would otherwise be made manually by a call center, such as welcome calls for new customers, customer service call backs, appointment confirmations, or even for the automation of large numbers of ad hoc calls that might need to take place (such as by a taxi company, or parcel delivery service etc.). They generally rely on the fact that if a person was to sit down and manually dial 1000 people, a large percentage of these calls will not result in contact with someone at the other end. Out of 1000 calls made, typically only about 25-35% would actually connect to a live person. Of the rest, a large number (often 40-60%) won't be answered at all, around 10% might be answering machines, faxes, modems or other electronic devices, around 5% of numbers would be busy and the rest will result in network errors, or be identified as invalid numbers. For call centers that need to make large numbers of outbound calls, this represents a large problem. Typically in manual dialing environments, a given agent will spend

around 80% of their time listening to the phone ring waiting to talk to someone, or dealing with invalid numbers or answering machines and only about 20% of their time actually doing what they are really there to do. By using a predictive dialer to filter out these unproductive calls and to spare the agent from having to wait for the 18

phone to be answered each time, call centers can reverse the situation. Agents can now spend on average around 80% of their time talking to customers and only about 20% of their time waiting for the next call - a 300% increase in productivity. Types Predictive dialers perform the same function but the architecture and delivery methods can vary greatly between manufacturers. There are several types of predictive dialing: Software, Hardware, Smart, and Hosted dialers. In recent years, 'mixed' type predictive dialers have emerged. These predictive dialers are based on simpler hardware, such as voice modems, and more powerful software for answering machine detection and call progress detection. The biggest advantage of this type of predictive dialers is the substantial lower cost of ownership. Another form of predictive dialer has evolved called the 'smart' predictive dialer combining voice broadcasting and attendant phone agents. Hosted predictive dialing is a service provided by third party providers that connects calls via the internet to agents Soft dialers Software only solutions use ISDN messaging, or a CTI link to provide call progress analysis for calls made. Software only dialers are often cheaper because they do not require expensive telephony components, but in some cases can offer less functionality than more traditional 'hard dialer' solutions, particularly when it comes to detecting answering machines (AMD) and integration with other 'voice' related functions (voice recording, IVR, speech recognition, text-to-speech etc.). Typically a software dialer is connected to an existing PBX system via the PBX CTI link. In most cases, expensive specialized 'call classification' cards are required in the PBX for call progress analysis and answering machine detection. Open Source dialers have proven themselves in the production world and enable call centers of all sizes to lower costs. Other advantages include customization of the software suites to meet the needs on an individual basis. Pros:
• •

Low cost without consideration of sunk costs of a fully-provisioned PBX Flexible architecture works well in multi-site and distributed environments

Cons:


A few older PBX's will not work with a soft dialer configuration

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• •

Higher error rates in classification of calls (Fax, modem etc. have to be detected by the agent) Lower call processing capacity

Hard dialers Hardware dialers use dedicated telephony switches to perform call progress analysis and answering machine detection. Those switches usually have two main types of connections, agent audio and external audio. The agent audio connections are usually simple T1/E1/ISDN etc. telephony spans which are connected directly to an existing PBX (although other connection types that do not require a PBX are available such as Analogue or VoIP connections). When an agent first logs in for the day, the dialer will place a call from the switch directly to the phone on the agent's desk. This open phone call between the agent and the dialer switch is then kept open for the duration of the session. The second type of connection is the external audio connection which is the connection that will be used to make outbound phone calls. These connections are typically ISDN/T1/E1 connections direct to the PSTN. When an outbound call is made and answered, the call is immediately joined to an already open agent audio connection of the agent selected to take the call. Pros:
• •

• • • • • •

Fewer telephony connections required (In hard dialers external audio connections can go directly to the PSTN) Dialer typically will not need upgrading in line with PBX/CTI etc.; since standard telephony connections are the only link between the PBX and the dialer, the dialer is less affected by software changes/versions Superior answering machine and call progress detection capability Remote agent capabilities - hard dialers can connect to any phone, anywhere on the PSTN. (Highly suitable for home working or remote sites) Independent of special CTI communication and proprietary PBX protocols Independent of PBX (Can work with a PBX or without benefit of any PBX or ACD) Higher capacity for handling calls (up to about 100,000 calls per hour) Faster call switching, as both ends of the call are already in place.

Customer relationship management (CRM) is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer information.

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Key Functionalities A typical CRM system is subdivided into three basic sub modules: 1. Marketing 2. Sales 3. Service Marketing Marketing sub module primarily deals with providing functionalities of Long-term planning and Short-term execution of Marketing related Activities within an organization. Marketing Planning Long-term Market Plans can be made and Quantitative as well as Qualitative measures (targets) can be set for a defined period and for different product groups, geographies etc. These are then monitored based on the actual performance throughout the defined period. Campaign Management Short-Term execution includes running Marketing campaigns via different communication channels targeting a pre-defined group of potential buyers with a specific message referring to a product or a group of products. Lead Management One key objective of the Marketing function is to generate sales related leads, which finally get converted into Sales Revenues for the company. Marketing campaigns with the specific objective of generating leads (Prospective customers who may be interested in a product). Lead management deals with processing these Leads, carrying out a sanity check, evaluating the genuineness of the information (Since, there is a lot of information that is gathered during Marketing Campaigns it becomes necessary to screen these leads), and finally converting them to Hot Leads or Cold Leads.

Sales Sales functionalities are focused on helping the Sales team to execute and manage the presales process better and in an organized manner. Sales team is responsible

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for regularly capturing key customer interactions, any leads or opportunities they are working on etc, in CRM system. The system helps by processing this data, monitoring against the targets and proactively alerting the sales person with recommended further actions based on company's sales policy. Technology Considerations The technology requirements of a CRM strategy can be complex and far reaching. The basic building blocks include
• • • •

A database to store customer information. This can be a CRM specific database or an Enterprise Data warehouse. Operational CRM requires customer agent support software. Collaborative CRM requires customer interaction systems, eg an interactive website, automated phone systems etc. Analytical CRM requires statistical analysis software as well as software that manages any specific marketing campaigns.

Each of these can be implemented in a basic manner or in a high end complex installation. Channels of communication It is also important to mention here that a CRM system is capable of executing all the three sub modules via multiple communication Channels. These channels can be: 1. Direct 2. Online (Internet) 3. Call Center (via Phone/FAX/Email etc) All the three CRM Sub Modules (Marketing, Sales and Service) can be executed across these Communication channels. Based on thesee criteria, CRM offerings can be further sub divided into following: Communication Channel / CRM Module Marketing Sales Service Online Marketing Web Shop Online Service Web Marketing Tele Sales Customer Portal 22 Self Service Tele Service Tele Marketing

Direct

Internet

Call Center

Automatic call distributor
In telephony, an Automatic Call Distributor (ACD) is a device that distributes incoming calls to a specific group of terminals that agents use. It is often part of a computer telephony integration system. ACD systems are often found in offices that handle large volumes of incoming phone calls from callers who have no specific need to talk to a certain person, but want to talk to a person who is ready to serve at the earliest opportunity. Routing incoming calls is the task of the ACD system. The system consists of hardware for the terminals and switches, phonelines, and software for the routing strategy. The routing strategy is a rule based set of instructions that tells the ACD how calls are handled inside the system. Most of the time this will be a set that determines the best available employee for a certain incoming call. To help make this match, extra variables are taken into account, most often to find out why the customer is calling. Sometimes the caller's caller ID or ANI is used, more often a simple Interactive voice response is used to just ask for the reason. ACD servers can cost anywhere between a few thousand dollars to close to millions of dollars for a very large call center handling thousands of calls per day.

A Private Branch eXchange (PBX) is a telephone exchange that serves a particular business or office, as opposed to one that a common carrier or telephone company operates for many businesses or for the general public. PBXs are also referred to as:


PABX - Private Automatic Branch eXchange 23

EPABX - Electronic Private Automatic Branch Exchange PBXs operate as a connection between a private organization -- usually a business -- and the public switched telephone network(PSTN). Because they incorporate telephones, fax machines, modems, and more, the general term "extension" is used to refer to any end point on the branch. The PBX handles calls between these extensions as well as connections to the PSTN via trunk lines. PBXs are differentiated from "key systems" in that users of key systems manually select their own outgoing lines, while PBXs select the outgoing line automatically. Hybrid systems combine features of both. Initially, the primary advantage of PBXs was cost savings on internal phone calls: handling the circuit switching locally reduced charges for local phone service. As PBXs gained popularity, they started offering services that were not available in the operator network, such as hunt groups, call forwarding, and extension dialing. PBX System Components The PBX’s internal switching network.Central processor unit (CPU) or computer inside the system, including memory.Logic cards, switching and control cards, power cards and related devices that facilitate PBX operation.Stations or telephone sets, sometimes called lines.Outside Telco trunks that deliver signals to (and carry them from) the PBX.Console or switchboard allows the operator to control incoming calls.Uninterruptible Power Supply (UPS) consisting of sensors, power switches and batteries.Interconnecting wiring.Cabinets, closets, vaults and other housings. PBX Functions:


• •

Establishing connections (circuits) between the telephone sets of two users. (e.g. mapping a dialed number to a physical phone, ensuring the phone isn't already busy) Maintaining such connections as long as the users require them. (i.e. channeling voice signals between the users) Providing information for accounting purposes (e.g. metering calls)

CALL CENTRE A call centre or call center (see spelling differences) is a centralized office used for the purpose of receiving and transmitting a large volume of requests by telephone.

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A call centre is operated by a company to administer incoming product support or information inquiries from consumers. Outgoing calls for telemarketing, clientele, and debt collection are also made. In addition to a call centre, collective handling of letters, faxes, and e-mails at one location is known as a contact centre. A call centre is often operated through an extensive open workspace for call center agents, with work stations that include a computer for each agent, a telephone set/headset connected to a telecom switch, and one or more supervisor stations. It can be independently operated or networked with additional centres, often linked to a corporate computer network, including mainframes, microcomputers and LANs. Increasingly, the voice and data pathways into the centre are linked through a set of new technologies called computer telephony integration (CTI). Technology Call Centres use a wide variety of different technologies to allow them to manage the large volumes of work that need to be managed by the call centre. These technologies ensure that agents are kept as productive as possible, and that calls are queued and processed as quickly as possible, resulting in good levels of service. These include ;
• • • • • • • • • • • • •

ACW (After call work) ACD (automatic call distribution) Agent performance analytics Automated surveys BTTC (best time to call)/ Outbound call optimization IVR (interactive voice response) CTI (computer telephony integration) Enterprise Campaign Management Outbound predictive dialer CRM (customer relationship management) Email Management Chat and Web Collaboration Outsourcing

Types of calls are often divided into outbound and inbound. Inbound calls are calls that are made by the consumer to obtain information, report a malfunction, or ask for help. These calls are substantially different from outbound calls, where agents place calls to potential customers mostly with intentions of selling or service to the individual.

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Call centre performance There are many standard traffic measurements (performance metrics) that can be performed on a call centre to determine its performance levels. However, the most important performance measures are:
• • • • •







The average delay a caller may experience whilst waiting in a queue The mean conversation time, otherwise referred to as Average Talk Time (ATT) The mean dealing time, otherwise referred to as Average Handling Time (AHT - equal to ATT plus wrap-up and/or hold time) The percentage of calls answered within a determined time frame (referred to as a Service Level or SL%) The amount of time spent while an agent processes customer requests while not speaking to a customer (referred to as Not Ready time/NR, or After Call Work/ACW, or Wrap-Up.) The percentage of calls which completely resolve the customer's issue (if the customer does not call back about the same problem for a certain period of time, it is considered a successful resolution or FCR - First Call Resolution). The percentage of calls where a customer hangs up or "abandons" the call is often referred to as Total Calls Abandoned or Percentage of calls abandoned. Calls are often abandoned due to long hold times when a call centre experiences a high call volume. Percentage of time agents spend not ready to take calls, often referred to as Idle Time.

These metrics give hard numbers on which to hang performance assessment. Quality Assurance can also be monitored by a quality assurance (QA) team, using call recording where the team manager listens to recorded calls and assesses performance of the agent, with coaching and training to help drive up performance.

Refinements of call centers: There are many refinements to the generic call centre model. Each refinement helps increase the efficiency of the call centre thereby allowing management to make better decisions involving economy and service.

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The following list contains some examples of call centre refinements:








Predictive Dialling – Computer software attempts to predict the time taken for an agent to help a caller. The software begins dialling another caller before the agent has finished the previous call. This is because not every call will be connected (think of busy or not answered calls) and also because of the time it takes to set up the call (usually around 20 seconds before someone answers). Frequently, predictive dialers will dial more callers than there are agents, counting on the fact that not every line will be answered. When the line is answered and no agent is available, it is held in a retention queue for a short while. When still no agent has become available, the call is hung up and classified as a nuisance call. The next time the client is called an agent will be reserved for the caller. Multi-Skilled Staff – In any call centre, there will be members of staff that will be more skilled in areas than others. An 'Interactive Voice Response' (IVR) Unit can be used to allow the caller to select the reason for his call. Management software, called an Automatic Call Distributor, must then be used to route calls to the appropriate agent. Alternatively, it has been found that a mix of general and specialist agent creates a good balance. Prioritisation of Callers – Classification of callers according to priority is a very important refinement. Emergency calls or callers that are reattempting to contact a call centre are examples of callers that could be given a higher priority. Automatic Number Identification – This allows agents to determine who is calling before they answer the call. Greeting a caller by name and obtaining his/her information in advance adds to the quality of service and helps decrease the conversation time

Criticism of call centres Criticisms of call centres generally follow a number of common themes: From Callers:

• • • •

operators working from a script. non-expert operators (call screening). incompetent or untrained operators incapable of processing customers' requests effectively. overseas location, with language and accent problems.

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automated queuing systems. This sometimes results in excessively long hold times

From Staff:
• • • • • •

close scrutiny by management (e.g. frequent random call monitoring). low compensation (pay and bonuses). restrictive working practices (some operators are required to follow a prewritten script). high stress: a common problem associated with front-end jobs where employees deal directly with customers. repetitive job task. poor working conditions (e.g. poor facilities, poor maintenance and cleaning, cramped working conditions, management interference, lack of privacy and noisy).

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ABOUT GTC (GOTOCUSTOMER SERVICES)
Corporate move on RELATIONSHIPS. Whether its marketing or direct sales to the clients, enhancing corporate image or even communicating to the stakeholders, RELATIONSHIPS, remain pivotal. The universe of RELATIONSHIPS remains largely undefined and piecemeal. If some companies are strong in one area, they lack focus in others. Welcome to GotoCustomer- that focuses on and exemplifies the POWER OF RELATIONSHIPS. We focus solely on providing 360o Relationship to the Corporate in order to enhance all round performance that eventually translates into healthier bottom lines. Vision: To deliver end-to-end marketing solutions to help our clients establish effective and long-lasting relationships with their customers. Mission: To bring out the most dynamic innovations in the integrated marketing industry to help our clients achieve their goals. Services: We facilitate the process of building a relationship with your clients, customers and employees. We bring you closer to them through a series of activities that initiate the contact and lead you all the way to cementing the relationshipforgood. GTC PowerServices offer comprehensive Integrated Marketing Solutions to give you an edge in every sphere of activity you undertake. Our value adds: to deliver end-to-end marketing solutions to help our clients establish effective and long-lasting relationships with their customers 360-degree relationship We offer end-to-end marketing, customer relationship management (CRM) and below-the-line marketing solutions to manage and retain customers and increase your business advantage

VISIT AT 29

C – 40, First Floor Okhla Industrial Area, Phase II New Delhi – 110 020, India. Phone : +91-11-66159904-10 Fax : +91-11-66094700 e-Mail: [email protected]

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TECHNOLOGY USED AT
EI lines are coming from idea end to CTI server at GTC. CTI server has PSTN side voice and agent side. CTI server is used for data link and calling. Calling: E1lines are coming to server. Logistic card are used for making a configuration for agent calling so that calls can be filtered on the basis of agent extension number. Output from the logistic card goes to the agent box .one logistic card is used for thirty agents. One agent box is used for thirty-extension total two logistic cards are used.pc soft phone is used for calling. Voice logger along with a conversation recording viewer, which will allow the supervisor to view and listen to recording based on fields like agent id, group id. Calls can be filtered or seen on the bases of called no./agent extension no./group no. or name date and time of collect Data link : LAN local area network connection is used for data link. NET4INDIA is Internet service provider .2mbps dedicated Internet link is provided by net4india. By the use of router and switch it is distributed to GTC group.

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SOFTWARE USED AT
Tentacle: Is very important software through which an agent is able to make calls and system in which remarks are entered and report can be generated anywhere it’s a very helpful software because one’s the database entered finishes as agent makes call also remarks for the same can be generated. CPL- plays an important role in making calls because through this system one is able to check the balance, validity, services etc used by cust end. I-care- Is a software in which one makes lead generation entry once the lead is generated from agent side also is helpful in viewing cust details in case of Post paid customer also in case of any complaint, request agent forward same to cust care and also provides the tickler number/complaint number. Pc Soft phone-Is another software through which agent makes call and the number is dialed automatically. So the time is saved and more number of calls is done also through this system one can generate report of calls of particular agent, team, and process also on daily basis voice recording of total calls made in a day is done and its back up is also maintained and same can be heard any time

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PROCESS AT Processes on which currently working in the month Of July’07. 1. Dialer Tones 2. Tariff vouchers 3. Lifetime 495 Call Centre Strength: 1. 2. 3. 4. Total CCE Strength: 57 QA’s: 03 Team Leaders: 05 FOS: 10

1. Dialer Tones - Dialer Tones is a service by which one can choose tones/songs of their choice that would be played to their callers. Software Used: (b) Tentacle-Is software through which agent calls the desired number and makes the entry in it as per the response. (c) CPL- is software through which an agent comes to know the balance and validity of customer. (d) I-care- is software in which an agent makes entry for lead generation. PC Soft phone-Is software through which an agent makes call it’s an auto dialer system. 2. Tariff Voucher – Tariff voucher is a service by which one can choose package according to his usage pattern to reduce his/her calling rates. Software Used: (a) Tentacle-Is software through which agent calls the desired number and makes the entry in it as per the response. (b) CPL- is software through which an agent comes to know the balance and validity of customer. (c) I-care- is software in which an agent makes entry for lead generation. (d) PC Soft phone-Is software through which an agent makes call it’s an auto-Mated system 33

(4) Life time 495 – Lifetime is a recharge by which one can migrate to lifelong Validity and had to top up the card for talk time (a) Tentacle-Is software through which agent calls the desired number and makes the entry in it as per the response. (b) CPL- Is software through which an agent come to know the balance and validity of cust. (c) I-care- Is software in which an agent makes entry for lead generation. (d) PC Soft phone-Is a software through which an agent makes call it’s a Automated system. Importance of these Softwares: Tentacle: Is very important software through which an agent is able to make calls and system in which remarks are entered and report can be generated anywhere it’s a very helpful software because one’s the database entered finishes as agent makes call also remarks for the same can be generated. CPL- plays an important role in making calls because through this system one is able to check the balance, validity, services etc used by cust end. I-care- Is a software in which one makes lead generation entry once the lead is generated from agent side also is helpful in viewing cust details in case of Post paid customer also in case of any complaint, request agent forward same to cust care and also provides the tickler number/complaint number. Pc Soft phone-Is another software through which agent makes call and the number is dialed automatically. So the time is saved and more number of calls is done also through this system one can generate report of calls of particular agent, team, and process also on daily basis voice recording of total calls made in a day is done and its back up is also maintained and same can be heard any time. Analyses: (a) Working Environment: Team Leaders on daily basis take deep briefing session before the login time in which discuss about the last day performance also appreciation is done of best performer of the day to boost the excitement in him and others. Also the problems of previous day are shared among team and targets are distributed among team for the day. (b) Report Generation Procedure: Team Leaders on daily basis generate reports to analyze the performance of team on the basis of monthly targets given. And on weekly basis deep briefing is done among respected team leaders to achieve the targets assigned.

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Training and Quality Process: (a) Training Procedure & Module: Training of new aspirants are done through a proper training module in which history of idea is provided like its operational circles, Subscriber base, Idea achievement,also details about its product are provided then history of Go to Customer is shared. Training Module: Training is provided in a systematic manner divided In sub heads and is covered in 3 days time period. (b) Quality Assessment: Is done on daily basis 3 Qa’s had been appointed to achieve the quality targets total strength had been divided in teams on daily basis and proper analysis is done agents are appreciated when they take good call. Also training is done on the agents who lack in the parameters as per their quality graph. (c) Report generation: Reports on daily basis is generated strict barging of calls is done and appropriate feedback is provided to agent in also feedback forms are signed by agents so that on weekly basis quality performance can be judged. Also on monthly basis a Quiz is conducted to judge the process knowledge of agent. (d) Quality Performance assessment: Daily call barging is done of the agent by their respective quality auditors to monitor the way of talking, upselling technique on the basis of the Ptb sheets (Preliminary telephonic behavior sheet) the feedback, refresh training is provided individualy.

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TECHNOLGY & PROCESSES At IBS

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TECHNOLOGY AT IBS

Technology for calling & networking E1 lines are coming from idea end provided by tata indicom a. PSTN (public switch telephone network) line b. E1 or PRI (primary rate interface) line: PRI line supports two way traffic, Single wire can be used for both inbound and outbound process whereas E1 line can either used for inbound or outbound. Both E1 and PRI are channel’s used single wire for 32 extensions, agents use 30 extensions. E1 lines can changed from backend whereas PRI lines can change or configured from front end, therefore PRI lines are better in performance wise. E1 lines → PBX switch → agents database) E1 lines → PBX switch→server/system → SQL(used to maintained

PBX switch have MCC (main configuration card) used for data capturing and configuration. PBX switch have FLC for defining extension to the agent. FLC provide 30 extensions goes to the floor. Software for PBX switch is according to the client requirement. PBX switch software AMS is provided by coral telecom. Software used for reporting i.e. record of calling to generate acd report how much calling done by agent extension soft report is generated for every call duration store, how much time used to calculate productivity and service level. Hyper terminal is used for all port configurations. Connecting the card to system through serial port makes hyper terminal. Every agent has one dialer connection and LAN connection at floor. Eureka is provided through LAN. AIRTLEL broadband Internet connection comes to the server and goes to the router and intranet data line (airtel, tata) with a speed of 2kbps comes to the router And from router goes to the switch rack and from switch rack goes to the floor.

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Process at IBS:
a. PREPAID b. POSTPAID c. EXPOSURE PREPAID have CE (credit expiry) process for the same day or next day a recharge remainder call to the customer and WC (welcome calling) process after first outgoing call made by customer data come to the agent and agent give the detail of the call charges and schemes used by the customer. VAS (value added services) in revenue generation process is Given to the agent. In Welcome calling data given to team leaders have the information about customer mobile number, product knowledge which plan is opted by the customer e.g. combo, full value, life time etc., activation date and when first outgoing call is made by the customer. Target is to achieve 75% contractibility on data. To achieve the contractibility they done calling until they achieve target on data. The team leaders allocate data to the agent. Some information (customer name, alternate number, voice of customer) about customer is taken by agent. Record is maintained about contacts (0,1) and unsuccessful remarks (switch off, ringing etc.) and sent to team leaders. Team leader compile the data and sent the report to the supervisor. Team leader check the status of calling at a difference of 1 or 2 hours. In Credit expiry data given to team leaders have the information about customer validity. Team leader matches the data with do not disturb (DND) number. Target is set for 30% validity recharge on database and 65% contractibility. Information about validity is given to the customer. Target is set according to day requirement. Individual recharge/agent are checked by report of agent or activation recharge report. Calling status is maintained in every one hour and feedback is given to the agents. In address verification data given to team leaders have the information about customer mobile number, SIM no., activation date, customer name and address. Agents have to verify the information from customer and maintained the records about customer submit the document, or already submit or refuse to submit the document, address same or different, name not same address not same, name same address not same, name same address same, name not same address same. Team leader compile the report.

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POSTPAID have different process OCB (outgoing call barred) in which customer outgoing call facility is barred after 3-4days of due date. Churn is the process in which customer personally request for the disconnection. OBBARP (outgoing call barred in advance rental plan) after 6 days of due date customer outgoing facility is barred. Project delight, ARP, LOYALITY calling, welcome calling, first bill, sim lost, suspension, service issue help desk etc. are different processes in postpaid. Exposure has different options of barring, late payer and bucket0.

39

Data analysis:
Q). What is the technique used for calling and maintaining database. IBS Technology: E1 lines are coming from idea end and goes to PBX switch then to the agents. GTC Technology: E1 lines are coming from idea end and goes to server (dialogic agent interface card) and then to the agents. Coral telecom PBX switch is used. Dialogic agent interface card is provided by HCL. 32 agent interfaces per card. 32 agent interfaces per card. AMS software provided by coral used Voice logger is used for analysis. for reporting, monitoring, and administration (used for configuration). SQL, oracle is used for maintaining a SQL, oracle is used for maintaining database. the database.

At IBS supervisor can generate acd report for the purpose of agent analysis. But one can give excuse that another person uses my dialer because some times two dialer are used. If customer complaint about agent behavior then we cannot listen conversation between agent and customer. At GTC supervisor can view and listen recordings at any time and any day for agent analysis. If some customer complaint then we can listen conversation between agent and customer. So, at GTC we are having better technology for quality checking. However agent interfaces per card are same.

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Q). Which dialer is used to dial a number.

IBS GTC Dialer: Dialer: Hard dialer is used for calling Soft dialer (pc softphone / ICRM) is purpose. used for calling purpose. From logistic card line goes to agent From PBX switch line goes to the box and then to the agent. agent box and then to the agent.32 agent interface per card. Every agent is given a unique MCC (main configuration card), FLC extension number. card is used for giving the extension number to every agent. Soft dialer is slow taking 17 sec to Hard dialer is fast taking only 10 sec check either the customer no. is to check either the customer no. is ringing. busy/ringing /switched off. In the case of switched off it will take more time (some time it show idle). Soft dialer used at GTC is slower in giving response in comparison to IBS. Soft dialer taking about 17sec to give response whereas hard dialer takes only 10 sec to response. Soft dialer has no chance of entering wrong number. When customer no. is switched off/busy then soft dialer show idle and take more time and agent is not able to dial another number. Soft dialer used at GTC is not a better technology. Two dialer increase the performance of agents when data is not contactable.

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Q) What is the software used for calling by an agent. IBS GTC Software: Software: Eureka, impact is software used at Tentacle, I-CRM, CPL, I-care is the IBS. software used. All agents use Internet connection Only team leaders use the internet because software is running through connection for the purpose of mail. internet. Eureka is provided to every agent through LAN. Eureka acts as a knowledgebase. At GTC tentacle used for uploading data. Agents used data for calling. CPL is used to check the balance information of customer. Tentacle takes more time in comparison with excel sheet calling. It will take 10 seconds to generate a number for calling. Target achieved at IBS in 20 minutes Target achieved at IBS in 20 minutes for Welcome Calling(wc) (excel sheet) for Welcome Calling(wc) (excel sheet) with two dialer. Total dialups: 38 Total dialups: 56 Contacts: 5 Contacts: 7 Not contactable: 33 Not contactable: 49 When a person at IBS uses two dialer: Total dialups: 56 Contacts: 7 Not contactable: 49. Two dialer increase the performance of agents when data is not contactable. With two dialer agent fully satisfied the queries of customer. With two dialer dialups increase by 47%. With two dialer contractibility increase by 40%. Target achieved at IBS in 20 minutes for Welcome Calling (excel sheet) Total dialups: 38 Contacts: 5 Not contactable: 33 Target achieved at GTC in 20 minutes for Welcome Calling (tentacle) Total dialups: 25 Contacts: 5 Not contactable: 20

Agents at IBS perform 52% faster than agents at GTC. Tentacle and I-CRM (pc soft phone) are the software used by every agent and both software shows error more than one hour daily, GTC should try to 42

improve the performance of software. Hard dialer is better option as compare to pc softphone.

Q). How the analysis of MIS is done.

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Credibility of MIS at IBS Supervisor can check credibility of MIS through acd report given by IT department. Supervisor check when they are having doubt about the performance of an agent. If one agent gives 5-10 wrong information about customer record to achieve target then they cannot catch. If one person doing personal calling they can catch through acd report. acd report must generate daily.

Credibility of MIS at GTC Supervisor can check the credibility of MIS through recording software. Voice logger provides the recording of every call record. Supervisor can check the records on the basis of agent extension or id, time, how agent talks to the customer.

So, at GTC we are having better facility to check the credibility of MIS, supervisor must cross check the team leader report. To improve the productivity at GTC supervisor must cross check the recordings daily. To improve the productivity at IBS acd report must be generated and checked daily.

Q) How the quality auditor done the barging of calls.

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Quality check of agent performance at IBS Impact software is used to check the quality parameters used by the agents. One quality auditor checks the quality of 60 agents. Target for quality auditor is 40 agents daily. Monthly 10 calls of every agent are barged. Telecaller calls are barged on the basis of which quality scores of telecallers are sent. Quality auditor gives feedback to the agent immediately.

Quality check of agent performance at GTC Performance sheet is used to check the telephone behavior of every agent. Three agents check the quality of 60 agents. Telecaller calls are barged on the basis of which quality scores of telecallers are sent. Quality auditor gives feedback to the agent immediately.

To improve productivity: Daily call should be barged properly by the agents. Supervisor also checks telecallers in-between. One agent is not sufficient to check the quality parameter of agents so number of quality checker should be increased at IBS.

Q). How is the briefing and training process of both center.

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Briefings &training process at IBS Training process at IBS: 3-4 hours training is given to the telecallers in which product introduction is given. After which telecaller goes for budding in which telcaller sit with the agents and learn actually how the process work. Budding is done for 2-3 days.

Briefings &training process at GTC Training process at GTC: One day training is given to the telecallers in which product introduction is given. After which telecaller goes for budding in which telcaller sit with the agents and learn actually how the process work. Budding is done for 2-3 days.

Briefings: Briefings: Briefings are given only when some Everyday briefings are given to the new information is given to the agent. agent. Quality checker does briefing. Briefings are given by the team leaders in which about the target of agent (today’s target & yesterdays achieved target) tell to the agent. Agent whose yesterday performance is best appraise by the team leader. Some prize (like toffees etc) is given to the yesterday’s best performer to motivate agents. Feedback is given to every agent. Team leader in briefings takes time about 15 minutes.

Briefings process at GTC is better than the IBS.

Q). How the agents and team leader are performing.

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Agent and supervisor at IBS Educational qualification: Telecallers are undergraduate. Agents are performing their work in a well manner. One or two agent comes early and starts working. Supervisors are selected because of experience at center. No training is given to the supervisor because of work performance supervisor is selected. Agents are not satisfied with the team leader selection. Other agent also wants chance. Team leaders are doing partiality and not motivating all the agents. Online test and quiz from idea to check the knowledge of the agent. Online test and quiz are done by agents for team leader. No incentive/prize is there to motivate agents from IBS. One movie is shown to the agent when monthly target is achieved i.e. from idea end. But agents want cash. Salary given to agent is different from one agent to other. Salary given to the agents is higher in comparison to GTC. Fresher: 4800 Experience: 5600. According to the performance agent required appraisal. Team leaders check the status of calling in every one or two hours and give the feedback to agent. Team leaders work with agent or Teamwork is done if the data is contactable, till daily average target is not achieved. Agent have to work after 6.30 pm if target is not achieve by them. Flexibility in mealtime.

Agent and supervisor at GTC Educational qualification: Telecallers are graduate undergraduate

and

Supervisors are selected because of experience at center. No training is given to the supervisor because of work performance supervisor is selected. Agents are satisfied with their team leader.

Quiz from idea to knowledge of the agent.

check

the

Prizes are there to motivate the agent. Different weekly and monthly prizes are fixed from GTC. But agents are not aware about the target to achieve for the prize. Salary given to the agents is lower in comparison to IBS. Salary given is 4600.

Team leader are not checking the status of calling. Operator working from a script. Call monitoring can be done.

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To improve the productivity at GTC, Team work must be done, agent have to work after 6.00 pm, if its daily target is not achieve. For motivating the agent according to the work performance appraisal is given to the agent. Team leaders should check the status of calling in every one or two hours and give the feedback to agent. Frequent call monitoring is required.

Conclusion:
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Idea offers a wide range of cellular services and products. Its post-paid and pre-paid services are supported by a variety of package plans to suit the needs of different customers. Technology used at GTC is different from IBS, logistic card are used at GTC where as E1 cards are used at IBS for calling. At GTC we are having voice logger facility, which provide us call recording facility. At GTC we are using pc soft phone for calling purpose and at IBS we are using hard dialer. This hard dialer performs faster than soft dialer. Call barging is done at both the center. Three quality auditors at GTC barge the call of 60 agents and at IBS one quality auditor barge the call of 50 agents. MIS created at both the center, MIS formed at IBS may contain wrong information, a proper crosscheck of MIS is required at IBS by generating the acd report daily. Supervisor checks MIS formed at GTC. Briefing process at both center is different, daily briefing is done at GTC whereas at IBS only when new information is given to agent then only briefing is done. Training process at both the center is almost similar. Agent’s performance at both the center is different.

Recommendations

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Recommendation to GTC:
• • • • • • • GTC should try to improve the performance of Tentacle and pc soft phone software’s . Tentacle and pc soft phone software requires load testing to be done to increase productivity. Use hard dialer in place of soft dialer to increase productivity. Option of two dialer for an agent can increase productivity. Team leader should check the status of calling in every 1 or 2hours. Agent have to work after 6.00 pm if target is not achieve by them. According to the performance of an agent appraisal should be given.

Recommendation to IBS :
• • • At IBS, to check the credibility of MIS and to improve the productivity acd report should be generated daily. To motivate agent according to the performance of an agent appraisal should be given. Team leader can also barged the calls of their agent.

ANNEXURE
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Questionnaire
Q1. Which technique is used for calling? Q2. Which software is used for calling purposes by every agent? Q3 How much time is taken by tentacle software to make a call? Q4. How much is the time taken by soft phone to make a call. Q5 How much is tentacle daily downtime. Q6 How much is pc soft phone downtime. Q7 How much is the time taken by hard dialer to make a call. Q8 How many agents are working for outgoing process (prepaid). Q9 How many quality auditors done the call barging. Q10. IS there any system of call recording. Q11. Which techniques are used to motivate the agents? Q12. How much is the salary given to the agent. Q13. What is the educational qualification of agents.

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