MENU | LIGHTLINE™-C: SUPERIORITY TO EXISTING APPROACH | |||||
:: LightLine™ |
By asking customers to “call again”, LightLine totally eliminates the following disadvantages of traditional "call back" services: (1) Security. Suppose a caller requests for a financial organisation to call back. When he receives a call purportedly from the call-centre, there is no guarantee that it is not from a malicious party or a crook who is trying to get his password and other account secret. This is in fact especially easy with the increased use of Voice over IP telephony. With “call again” and “call now”, the caller will never have this doubt, and the financial organisation will not face liability issue of this nature. (2) Certainty of through call. The “call back” method means that, if the call-centre happens to be busy, the caller is likely to be contacted many hours or even days later. If the caller wants to carry out the transaction as soon as possible, he must hang on the phone. With “call again”, the caller is guaranteed to get through according to the order of calls received in the call-centre. If the waiting time is one hour, he will get the notification by SMS in one hour and get through after this time. (3) Customer focused. The “call back” system is for the convenience of the call-centre, i.e., when the resources are available, rather than the convenience of the customers. A customer may not be able to take the call from the call back system because he is engaged on the phone, in a meeting, or away from the line from which he called previously. In contrast, “call again” and “call now” allow the customer to find the most convenient moment to carry out the telephone transaction. Hence the customers again come first because their convenience is back in focus. (4) Convenience. The convenience of letting the customers “make a queue reservation” at the call-centre via either SMS or web-form will result in greater convenience to the customers. Not only customers can be asked to “call again” when resources are available, there is endless flexibility in the LightLine-C system to schedule a window for a customer to talk to the call centre even if resources are fully used. (5) Postitive Image. According to a confidential industry survey, many customers claimed that call centres "never called back". This is despite the fact that these call centres recorded 100% call back attempts. Such poor perception arises because, if a call centre failed to reach the customer, or reached the customer at an inconvenient time, that call back is perceived not to have happened. Consequently the rating for customer service is very poor. Both “call again” and “call now” will overcome this perception problem. The call centre can send one or more SMS message to the customer to “call again”. If the customer does not do so within a certain time period, the customer can be told he will “lose” his place. Since the customers are engaged, service perception would greatly improve. |
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