ANSWERS
KEY TERMS
automated attendants interactive voice response (IVR) system
automatic call distribution (ACD) systems Internet callback
automatic number distribution (ANI) system Internet telephony
blind transfer iPod
computer telephony integration media blending
customer contact center offshoring
electronic mail (e-mail) online information fulfillment system
emoticon (emotional icon) predictive dialing system
facsimile (fax) machine screen pop-ups
fax on demand spamming or spam
fee-based 900 numbers teletype system (TTY)
help desk voice response unit (VRU)
1. The practice of transferring an incoming caller to another telephone number and hanging up once someone answers without announcing who is calling.
Answer: blind transfer
2. Humorous characters that send visual messages such as smiling or frowning.
Answer: emoticons (emotional icons)
3. Technology that allows a customer to access an organization’s website and click on desired information without having to interact with a service provider.
Answer: online information fulfillment system
4. Technology that automatically places ongoing calls and delivers incoming calls to the next available service representative in a call center.
Answer: predictive dialing system
5. Small screen images that are programmed to appear on someone’s computer monitor when a website is accessed.
Answer: screen pop-ups
6. A typewriter-type device used by people with hearing disabilities for typing messages back and forth via telephone lines.
Answer: teletype systems (TTY)
7. System used to transmit messages around the Internet.
Answer: electronic mail (e-mail)
8. An abusive use of various electronic messaging systems and technology to send unsolicited and indiscriminant bulk messages to people.
Answer: spamming or spam
9. Equipment that converts printed words and graphics into electronic signals and allows them to be transmitted across telephone lines, then reassembled into a facsimile of the words and graphics on the receiving end.
Answer: facsimile (fax) machine
10. Technology that allows information, such as a form, stored in a computer to be requested electronically via a telephone and transmitted to a customer.
Answer: fax on demand
11. Technology that allows someone browsing the Internet to key a prompt on a website and have a service representative call a phone number provided.
Answer: Internet callback
12. Technology that allows people to talk to one another anywhere in the world via the Internet as if they were on a regular telephone and often at no cost.
Answer: Internet telephony
13. Technology that allows customers to call an organization 24 hours a day, 7 days a week to get information from recorded messages or a computer by keying a series of numbers on the telephone keypad in response to questions or prompts.
Answer: interactive voice response (IVR) system
14. System that allows customers to call 24 hours a day, 7 days a week by keying a series of numbers on the telephone keypad in order to get information or answers to questions.
Answer: voice response unit (VRU)
15. Technology that allows a service provider to communicate with a customer via telephone while at the same time displaying information to the customer over the computer.
Answer: media blending
16. A brand of portable media player that has been manufactured and marketed by Apple® computer since 2001.
Answer: iPod
17. Provide callers with a menu of options from which they can select by pressing a key on their telephone keypad.
Answer: automated attendants
18. Telecommunications system used by many companies in their call centers and customer care facilities to capture incoming calls and route them to available service providers.
Answer: automatic call distribution (ACD) system
19. A form of caller identification system similar to home telephone caller-ID systems.
Answer: automatic number identification (ANI) system
20. A system that integrates a representative’s computer and phone to facilitate the automatic retrieval of customer records and other information needed to satisfy a customer’s needs and requests.
Answer: computer telephony integration (CIT)
21. A premium telephone number provided by organizations and individuals that, when called, can provide information and services that are billed back to the caller’s local telephone bill.
Answer: fee-based 900 numbers
22. Term used to describe a service provider trained and assigned to assist customers with questions, problems or suggestions.
Answer: help desk
23. A central point within an organization from which all customer service contacts are managed via various forms of technology.
Answer: customer contact center
24. Refers to the relocation of business services from one country to another (e.g., services, production and manufacturing).
Answer: offshoring
ASSESSMENT CHECK
Learning Objective 1
Recognize the extent to which customer service is facilitated by the effective use of technology.
1. What may be the impact of technology on customer service?
Answer: Of the $916.9 billion in retail sales in the first quarter of 2005, $19.8 billion was from e-commerce sales. As of June 2006, 93 percent of residential end-users had access to cable modems while 79 percent had access to high-speed cable or DSL services. Most businesses are dependent technologically on some form of technology. We have only begun to see the impact of technology on shaping the future. We have become a 24/7 society and can communicate at any time and in virtually any place 24 hours a day, 7 days a week. Most people are accessing telephone-related customer service since in 2005, 94 percent of U.S. households had telephones. The economies of many countries are being significantly influenced by technology-bound customer service.
2. What will happen to companies that are not prepared to meet the future?
Answer: They will lose business as customers migrate to providers who are better prepared. If enough service providers are not available, longer times to wait for service will happen. Customers will not accept this, but will go to alternative suppliers.
Learning Objective 2
Use technology to enhance service delivery capabilities.
1. What has changed about call centers (customer care centers)?
Answer: In the past, operations that used technology were seen as labor-intensive and behind-the-scenes or “back office” functions. They typically supplemented the front-line service providers and were not viewed as a strategic initiative related to the overall operation of the organization. With the availability of technology-literate and computer-trained employees and a shift in expectations of customers who are more capable of accessing products and services through technology, customer support through customer contact centers is now an integral part of many organizations. Customer contact centers, or help desks, are more powerful and complicated than ever before. They also provide more functions than their rather ineffectual predecessors.
2. How do successful service organizations define customers?
Answer: They realize that each customer is unique but all still appreciate personalized customer service. Some people are high touch while others are low touch; therefore offering a variety of service delivery systems is smart business.
3. What is the function of automated attendants in customer care technology?
Answer: Automated attendants provide callers with a menu of options from which they can select by pressing a key on their telephone keypad. The system can also be used to provide prerecorded responses to frequently asked questions and to route callers to specific representatives or other employees and departments.
4. Although technology has many benefits, what are some of the problems or issues it creates?
Answer: Many organizations see technology as a way to reduce staff costs and overhead related to employees, and they therefore eliminate positions. New technology also requires training and skills and some are not able to master it, thus leading to their reassignment or dismissal. Stress also increases with technology and the pace of daily life and business.
Learning Objective 3
Communicate effectively via e-mail, the Internet, and fax.
1. Using technology effectively also requires proper etiquette. Name several tips regarding proper use of e-mails.
Answer: Abbreviations and initials are acceptable as long as they are used with an appropriate audience that you know well (internal customer, family, and friends).
Proofread and spell-check before sending any message.
Think before writing.
Use short, concise sentences.
Use upper-and-lower case letters. All capitals is interpreted as shouting at the receiver. Be careful also with punctuation. Use e-mail only for informal correspondence. If your message is critical and delivery is time sensitive, choose another method (telephone or express mail).
Use organization e-mail for business only. Many companies have policies prohibiting sending personal e-mail.
Use blind copies sparingly and copy only those who are necessary.
Get permission to send advertisements or promotional materials.
Be cautious using emoticons as they may be misinterpreted and offensive.
Fill in the address line last to ensure you take the time to read it before you send it.
2. The facsimile is a transmission machine by way of telephone lines. What are some guidelines for its use?
Answer: If you want to send a multipage document, call first and ask permission before you tie up the machine. Graphics should be sent cautiously as they use a lot of ink, tie up the machine for long periods of time, and can irritate the receiver. Delete any unnecessary graphics such as the logo if it is heavily colored. Remember confidentiality—if the fax is going to be in the stack of received documents, it may be accessible to anyone who walks by the fax.
Learning Objective 4
Deliver quality service through effective telephone techniques.
1. Whose responsibility is it to answer the telephone in many small businesses?
Answer: Anyone who is available and hears the ring; the administrative assistant, sales person, driver, nurse, partner, owner or a CEO may be responsible.
2. What are some advantages of the telephone?
Answer: The telephone is convenient and easy to use. Mobile phones are available for travel and even have international correspondence capability. Telephoning is economical and various calling plans are available. The telephone is efficient and can be used without waiting or having response time. The telephone is simple and its use is taught to small children.
3. What are some techniques you would use to reduce the chances of message failure?
Answer: Speak clearly, limit jargon, slang, and colloquialisms.
Adjust your volume for customers, either louder or softer may be needed.
Speak at a rate that allows comprehension.
Use voice inflection to hold a customer’s attention.
Use correct grammar.
Pause occasionally.
Smile as you speak and project a positive image and attitude.
Wait to speak and listen actively.
4. Present guidelines for effective use of the speakerphone.
Answer: Although speakerphones are an advantage when you need to use your hands or are doing something else while waiting, customers often feel they are cold and impersonal. Many people do not like them and think they are rude. The message could be distorted if you are not close to the equipment. Make sure your conversation will not be overheard if you are discussing personal, proprietary, or confidential information. If someone is listening in, inform the customer who it is and why the person is listening.
5. Giving out too much information to a caller about the intended receiver can create a problem. Discuss an appropriate way to deal with absentee receivers when you are taking their messages.
Answer: Simply state that the person is not available and offer to take a message. Sometimes well meant comments can send a negative message. Do not communicate personal information about doctor’s appointments, for example.
CRITICAL THINKING QUESTIONS
Learning Objectives 1 and 2
1. Describe technologies that are being tapped by businesses to better serve new and potential customers.
Answer: Most businesses are technologically dependent in some form. New technology are being used as follows:
Text messaging: Travel agents, event coordinators, and others who are involved with schedules are using it for contact.
On-call personnel such as maintenance and service organizations such as auto repair, hair salons, and doctor’s offices use it to remind people of appointments. Schools can notify students and/or parents of schedule changes or other information.
Podcasts can share information with potential or current customers. Others use it to save money on travel by providing information to remote clients or employees.
Cell phones are becoming more sophisticated and feature more and more functions. The potential for helping customers is huge.
Wikis (websites) allow a form of social networking among internal customers (employees). They collect and exchange information and brainstorm new ideas. Wikis are also being used to provide training that would normally be done in a session thus saving time and money.
Blogs are used by individuals and organizations to provide updates and information to internal and external customers. A key component of a successful blog is to have a webmaster or editor who monitors comments on it to prevent obscenities or other embarrassing or damaging information.
Speech recognition software and teletype systems provide opportunities for those with various disabilities to get access to information either by keying or by speaking into the systems.
Other technologies such as telephone, the computer, the fax, copiers, and various other office machines have become permanent fixtures in the majority of businesses with updated versions being offered with additional options and features regularly. E-mail is being used often for providing status of shipments, to answer questions, or to give customers another access to representatives for information.
Learning Objectives 3 and 4
2. How has the use of technology in e-mail, Internet, fax, and the telephone impacted etiquette?
Answer: As these technologies have become popular, guidelines for effective and efficient use have been developed. Etiquette being no exception, guidelines of do’s and don’ts have been developed. Failure to use common courtesies and rules can cause loss of a customer.
Learning Objective 4
3. Explain ways to effectively leave messages to try to avoid the aggravating circumstance of telephone tag.
Answer: To take steps to avoid telephone tag on the sender’s side is to be sure to give your name, company name, phone number, time and date of the call, and a succinct message, indicting when you can be reached. If appropriate, it is alright to indicate in the message that the information requested may be left on your voice mail or with someone else in your company. You may suggest that your message recipient tell you a time when you can call or meet with him or her face-to-face. By doing this you end the telephone tag game and get what you need.