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Interview: Making contact

Zafar Anjum | Sept. 20, 2010
In this exclusive interview, Chong Win Lee, Contact Centre Solutions Leader for Avaya APAC, talks about Avayas experience in the contact centre business and how enterprise collaboration solutions are changing its face
MIS Asia: According to one of your company's surveys, there is a vast number of customers who are dissatisfied with their contact centre interaction. Why? What are the main reasons behind their dissatisfaction?

Chong Win Lee: Every year, Avaya conducts an annual Avaya Contact Centre Consumer Index report with This years survey polled 1,797 consumers in Australia, New Zealand, Singapore, India, Malaysia and Japan.

Among those that were surveyed, 18 per cent of the respondents indicated that they were dissatisfied with their last call to a contact centre. Of these, 21 per cent indicated they were dissatisfied with their contact centre interaction as there was no resolution to their call or it took too long. Other reasons that the respondents cited for their dissatisfaction were that the waiting and hold time was too long (69 seconds was indicated as the mean time respondents thought was reasonable or were prepared to wait) and the operator lacked knowledge or didnt get the right information.

Of those dissatisfied customers, 57 per cent (up from 48 per cent the previous year) said they had either changed or are likely to change the company they do business with demonstrating clearly the need for companies to address the speed and accuracy of those contact centre interactions.

What are the most favourite ways of interaction for customers in the region? Is video becoming important for them?

Despite the growing popularity of video, 59 per cent of respondents surveyed have expressed that the telephone is still their most preferred method of contacting a company. This is followed by e-mail (29 per cent). However, many contact centres do not provide sufficient choice of contact methods, meaning that 71 per cent of transactions actually take place by phone, significantly higher than customer preference.

Consumers in the Asia Pacific are receptive to view information about their enquiry by using video streaming, but are currently less inclined to speak with a customer service representative via video streaming. Fifty-eight per cent of respondents indicated they would be happy to view information via video streaming while only 29 per cent expressed that they were likely to engage in a video conversation with a customer service representative. This may be attributed to the perceived difficulty of setting up current video interactions, and is an area which Avaya is addressing with new solutions launching to the market as part of its video collaboration innovation.

How can businesses use contact centres to increase business productivity and lower costs?

Businesses can increase business productivity by using a contact centre solution with analytics tools such as Avayas Agent Map solution to enhance a call supervisors ability to manage teams and address individual agents productivity. This new Avaya technology presents a customisable graphical view of agents real-time status together with contact centre status charts, giving an overview of each agents operational status to determine if they are available or on a call and then automatically routes calls to the next available operator.


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