siddharth&vishnu REPORT- Setup of a Call Centre- B53, B57-SOM

8/7/2019 siddharth&vishnu REPORT- Setup of a Call Centre- B53, B57-SOM

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Assignment

Call Center Business

Plan(Services Operation Management)

Prepared For

Prof. B.K.Srivastava

Prepared By:Siddharth Anand, B-53Vishnu Bhardwaj, B-57


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What is call center:

A call center is a centralized office used for the purpose of receiving and

transmitting a large volume of requests through telephone. The call center isoperated by a company to administer incoming product support or information

inquiries from the customers. Outgoing calls for telemarketing, clientele, product

services, and debt collections are also made. In addition to a call center,

collective handling of letters, faxes, live chat, and emails at one location is known

as a Call Center.

A call center is often operated through an extensive open workplace 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 one additional

center, often linked to a corporate computer network, including mainframes,

microcomputers and LANs. Increasingly, the voice and data pathways into the

centers are linked through a set of new technologies call computer telephony

integration (CTI).

Most of the major businesses use call centers to interact with their customers.

And call center place an interaction between the customers and companies.


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Different call center types:

Contact centre Supports interaction with customers over a variety of media, including but

not necessarily limited to telephony, e-mail and internet chat.

Inbound call centre - Exclusively or predominately handles inbound calls (calls initiated by the

customer).

Outbound call centre - One in which call centre agents make outbound calls to customers or

sales leads.

Blended call centre - Combining automatic call distribution for incoming calls with

predictive dialing for outbound calls, it makes more efficient use of agent time as each type

of agent (inbound or outbound) can handle the overflow of the other

Diffe rence between call cente r and BPO:

Call center is a work place where people either take call or make call. Taking call

is called inbound call center where making call is called outbound call center.

Tele- marketing is a type of outbound where people make call to sell something.

BPO is a much bigger conception than a call center. BPO stands for Business

process outsourcing. It is related to not only call center. Company can outsource

any department to an organization. Though generally companies outsource their

customer support or collection department. Now a day Companies are out

sourcing their verification department too. They outsource marketing research,


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advanced training of employees and even Accounting!!! So BPO has much bigger

aspect than a call center.


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Benefits of Inbound call center services:

Increased sales and profits

Reduced costs per sale Maximum phone productivity

Increased number of appointments

Increased customer base

Increased lead generation

Higher number of qualified leads

Higher number of closed sales

Better customer retention

More immediate feedback

Better results through test marketing Increased market share

The company GlobalBPO:

Our objective:

QUALITY SERVICE

-As quality is the main focus for any service industry, so we are focusing on that area

rather cost. Our objective is to provide a quality service to our client to meet their

expectation level.

Mission:

Provide service and support to customers of different local and global companies

through telephony communication

Vision:

Become pioneer in business partner and solution by making life easy and delightful ofpeople.


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Our service plan:

1st

& 2nd

year - Corporate Company

3rd year- expand office to the Division

4th

year- Acquiring another license

5th

year- Go for foreign clients

Core competences:

Technology:

GlobalBPO prides itself on being in the top percentile in terms of raw technical

strength. We are one of few companies that have a true multichannel

infrastructure supporting voice, email, web chat and online interactivity all

built inherently onto a single platform wired into a network that is secure and fully

redundant. We are equipped to provide our clients with webenabled reporting

that streams data about their account in real time, which allows visibility into our

operation as if it was an extension of their own.

Quality:

We promise to provide the quality service to its clients to meet their demanded level. Wealso pledge to provide 24X 7 services to our valuable clients.


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Key success factors


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Create long-term contracts that demand constant monitoring or on-call services. To retain an existing customer is profitable for aservice provider than to search and make relationship with the newones. So our key success factor will be to make sure of creating along term contract with our existing client by providing them areliable and satisfactory support.

Keeping close contact with clients and establishing a well-functioning

long-term relationship with them to generate repeat business and obtain

a top notch reputation. Establish a comprehensive service experience for our clients that

include consultation, progress reports and post-programfeedback. Moreover, we always welcome the feedbacks from ourclients and our clients.


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Operation process:The following picture gives an overview how the call center operation process will bedone:

Customer interaction service:

Customers satisfaction and feedback is the driving force for many

businesses. It acts as a foundation to continue with enhanced service andproducts. However, reaching out to all the customers personally is notpossible all the time. We at advance automatics understand clientsrequirements and the value of customers.

Out front line team is the call center agents who have been trained by globalexperts to adopt a civil and courteous approach whole interacting with thecustomers to either tell them about our products or services or take theirvaluable feedback. We basically planned to deliver value to our clients bybringing the operational excellence and deep industry and functionalknowledge to their critical processes.

Basically we are planning to segment our service in 2 different ways

1. Inboundservices

2. Outboundservice


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Initially we are planning to start our business by providing the inboundservices to our clients. And we have planned to continue that for the nextfollowing four years. After 4 years we will expand our business to theoutbound service sector.

Contact center supports Telemarketing Help desk Pre and post sales supports B2B and B2C lead generation

Contact center supports:

Advance automatics combine the best service provider for initiate thebusiness. It uses PyxisNet for the software and web site development andfiber at home for setting up their whole working environment. Besides of

that it has an agreement with micro matrix for training of the agents.Basically our call center business will focus the following listed areas:

Telemarketing

Collection of order and process those. Customer care programs Market research (pre and post sales)

Verifications Account supports Inbound query resolutions Help desk

Telemarketing:

We planned to provide the right telemarketing service to clients accordingto their need. Moreover we can support our client by providing them preand post sales supports.

Help desk:

We believe the cost of acquiring a new customer is much higher than that

of retaining an old customer. We have a promise to create a value chain forour clients. Our help desk services can redefine traditional help deskservices to minimize costs and maximize users satisfactions. Our help deskservices to our clients are as follow:

Single point of contact to eliminate multiple calls to the help desk

24X7 service availability FAQ(Frequently Asked Questions) based on customers supports Effective call close rate to minimize repeated calls and frustrations

Trained and empathetic personnel

Effective tracking and reporting routine process.


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Pre and post sales supports

We planned to provide the pre and post sales supports services to

clients to conduct a successful marketing campaign.

Pre-sales offerings:

Market research and survey analysis Lead generation support Enquiry handling support

Appointment handling Knowledge support FAQ support

Post-sales offerings:

FAQ support Troubleshooting support (for hardware and software) Complains handling Claim processing Upgrade and resale support

Ba ck of f ice Ope rat ion s:

Back office operation is an integral part of customers lifecycle. Theyoften form a support system of the business and consistently contributecustomers satisfactions.

We have planned to offer our clients optimize various back office processesto manage workflow, time and resources. We plan to arrange an efficientand effective team working in the back office in order to provide the 24x7service with the vast demand of the clients. For having a strong back officeservice we include:

Digital content management:With internet expanding its reach globally, processes in the organizationsare fast becoming paperless with data available on the web or in-housewhich is inter-interlinked ad available at the click of a button. With advanceautomatics digital content management services, clients can get theseamless experience of share of their information which is easily accessible.

Form processing:Form processing can be an exhaustive job which consumes a huge time,resources and energy. At the same time it is important to take the records

and data of customers.


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Advertising through our website Data processing

Steps for starting the business: Trace License (legally running the business) Trained human resources with good English, communication skills andexpert skill. Infrastructure:

Server (CRM , ACD , Database)

PC with headphones and telephoneOther human resources (ex. Management) Access telephone number (both local and international)

Call center technologies:

Call center technology is subject to improvements and innovations. Some of

these technologies include speech recognition and speech synthesis

software to allow computers to handle first level of customer support, text

mining and natural language processing to allow better customer handling,agent training by automatic mining of best practices from past interactions,

and many other technologies to improve agent productivity and customer

satisfaction.Automatic lead selection or lead steering is also intended to

improve efficiencies, both for inbound and outbound campaigns, whereby

inbound calls are intended to quickly land with the appropriate agent to

handle the task, whilst minimizing wait times and long lists of irrelevant

options for people calling in, as well as for outbound calls, where lead

selection allows management to designate what type of leads go to which

agent based on factors including skill, socio-economic factors and past

performance and percentage likelihood of closing a sale per lead. The

concept of the Universal Queue standardizes the processing of

communications across multiple technologies such as fax, phone, and

email.

Requirements for setup:

Call center ADC/switch

CTI software


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Call center agent application (Telephone, web and fax

enabled) and work station.

Headsets (Plantronics, USA)

Fax, e-mail and telephone integration

Hardware including services, PABX

Voice recording


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Communication mechanism:

We will make an agreement with our clients for whom we are giving the call

center support. The make a diversion of their particular phone number to

our phone number and our phone number has a connection with the PBX

server station. So when a customer of the particular organization calls to

them, it will divert to our phone through the telephone network. Our PBX

server is the central based office server. And it will connect with the Voice

Recording Unit and Automated Call distributor. When the call is processed

to the ACD then it checks which port (the agents telephone over the

network) of the switch is free and it distribute the call to that port.

Therefore, it places a direct connection to the clients and to give them both

the inbound and outbound services. One the other hand the voice recording

unit records all the conversations between the call center agent and thecustomers. Voice recording unit ensures the liabilities of the customers and

also ensures the security issues. Also the database is the centralized unit of

the call center which is used to track the all order processing and

transactions of the whole system.

The CTI server and its applications:

Combining the Millennium CTI Server with computer telephony

software applications can provide

Call Control: The computer application takes control of the telephone tosend commands to setup, answer, hold, and transfer calls automatically.

Screen Pop: Calling party information is presented on the computer screen

automatically when the call rings the users desktop telephone.

Contact Management: Integrating contact databases with your system

enables a single point of management for all contacts and correspondence.

Preview Dialing: Application allows the computer user to make call to theclients / Customers.

IVR/CTR and its applications:

IVR - short for Interactive Voice Response - is a technology that

automates interactions with telephone callers. Enterprises are

increasingly turning to IVR to reduce the cost of common sales, service,

collections, inquiry and support calls to and from their company.

Historically, IVR solutions have used pre-recorded voice prompts and

menus to present information and options to callers, and touch-tone

telephone keypad entry to gather responses. Modern IVR solutions also

enable input and responses to be gathered via spoken words with voice

recognition.


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IVR solutions enable users to retrieve information including bank balances,

flight schedules, product details, order status, movie show times, and more

from any telephone. Additionally, IVR solutions are increasingly used to

place outbound calls to deliver or gather information for appointments, pastdue bills, and other time critical events and activities.

Automatic Call Distributors:

"ACD (Automatic Call Distribution) is a computer telephony integrationtechnology that automatically distributes incoming calls to uniquegroups of phone answering agents.

ACD phone systems are usually found in organizations that process largevolumes of phone calls. In most of these types of organizations (such ascustomer support or sales), the caller has no specific need to talk to acertain person. The caller simply wishes to speak with a person capable ofproviding the necessary support and information.

The ACD phone system's primary responsibility is to route these calls in themost effective manner. The ACD phone system consists of switching

hardware, phone lines and routing software. ACD routing strategy is a setof instructions that tells the ACD how calls are handled within this system."

We plan to have either of the two unique series of phone systems, bothof which support our common ACD technology. The PACER phone system


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supports multiple T1 (digital) phone lines while our WIZARD analog phone

system support 1 - 48 phone lines.


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In global market:

In the outsource/offshore services perspective, India remains the

heavyweight when it comes to offshore, with skilled, English-proficientworkers and a long-term knowledge of the contact centre industry. These

factors have led McKinsey Consulting to expect India to account for $4

billion in offshore call centre services by 2008, growing at an annual rate of

50%. Stopping, or even denting, this trend will be a difficult task. However,

Asia-Pacific is now tackling the Indian industry head-on, and market

researcher Frost & Sullivan expects revenue from call centre in Asia to

increase to $1.5 billion by 2008.

Although Asia-Pacific is rivaling India, there are huge differences between

offshore successes in constituent countries. Where countries such as

Singapore have experienced minimal growth, there is expected to be a

100% increase in offshore agents in the Philippines yearly in the foreseeable

future. The Filipino BPO and IT enabled services market, meanwhile, was

valued at


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$3.5 billion last year and is expected to more than triple to $12.2 billion by

2010, according to the projections of BPAP -- an industry body.

The Philippines have more call-centre agents per head of population than

any country in Asia (including India)." Indeed, 72% of the population are

fluent in English and do not have the same accent limitations as those in

India.


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Profitability and prospect

Incubation period and break-even point are at acceptable level, and thegrowth potentials are enormous, provided achievable plans and right

resources are in place.

It is important to note that more than 60% of the total revenue of a service

provider is spent on salary. This industry is poised to become the leading

creator of jobs for the young educated masses.

Getting offshore business will be the mid-term goal. The short-term goal will

be to cater to the national demands, including that of other call centerentrepreneurs.

The national demand for the services will come primarily from financial,

telecommunication,manufacturing, retail, and health sectors, to name a few.

Also, the infrastructure will allow small to medium companies to embrace the

e-commerce. The long-term goal has to be overseas markets, but to achieve

that the local team needs to experience success and what a world class

service looks and feels like.

Market size and target market:Call center business is one of the fascinating businesses for now. As it takes

comparatively lower investment and less risk many people have already start up

their business. Basically in our starting year we focus on some particular area for

doing our business.

According to our analysis we have figure out some of the area where we can

target to establish our business;

Prospective clients: Banks and financ ia l in s t itute s

B illing Serv ices (ISP, Mob ile , PSTN , Insurance )

Contract ing and insurance agenc ies (Te n de r)

Education sector (Loca l and Fore ign E d u ca tion )


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Telecommunications

Passenger transport and trave l a g en ci e s

Pr ivate ho s p itals


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STATUS OF THE TARGET MARKET

Area Market size

Banks 51

Private Universities 56

Hospitals 41

Insurance companies 69

Travel agencies 439


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P ro spect ive Se rvice a rea s:

o Financial transactions: banks, credit unions, investment firms.

o Customer/Clients registration: Universities, government

departments.


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o Reservations: Airline, hotels, trains, entertainments, package

shipping and ticketing, courier companies, manufacturers and

distributors.

o Catalogue sales: personal products, educational resources.

o Ticket sales: Theatre companies, Sports organizations, profit

lotteries, events.

o Order processing: Exists within most business spanning all industries

o Information services: Government services, Professional health,

insurance and counseling advices, customer services.

o Technical support: Software and hardware companies,

Information technology industries, Semi government and

private organizations.


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Marketing strategy:

Computer based:

Basically we have planned to make the direct call to our client companies

and also do emails voluntarily to expand our business. Rather we have

planned to do e-advertising through different web sites like: newspapers web

sites, travel agencies web sites, hospitals web sites and also our own sites.

We will allocate some space in our web site where our clients can also put

some banners or article for their own advertising. It will improve both our

business and out clients business. We planned to do direct market with our

client by using B2B business and also planned to expand our business

through blogging.

Paper based:

Newspapers and Magazines are very convenient and important to

expanding business. We can give advertising through those Medias and also


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planned to prepare some posters and flyers which helps us to make a brand

name in that sector. Already in our presentation we severed you our current

flyer which can make a brief understanding about us in a short time.


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Direct advertising is also a common strategy for expanding the business.

Our corporate sales and marketing executives will directly visit our

prospective clients office physically and give them an overview about us

and our services .It makes a clear understanding about our company and

our service which must help us to explore our business. We also have

some to arrange some conference and make some show to make a clear

vision about our service. Rather we are planning to participate in the trade

and fair shows of the ICT sector to let people know about our existence.

Call center risks:

The call center business has risk. The risk is associate both with thetechnical and business risk. Some risk is the call center business is identifiedhere:

Uninterruptable internet service

Uninterruptable electricity

Communication barrier

Non-existent Customer Service Culture

Bad Infrastructure

Lack of experience

Risk minimization plan:

As there is some risk in the call center business, here we have planned to take some initiative tominimize those risks. From the identified risks we categorized them and try to minimize those with thefollowing plans.

In call center business mitigation plan:

Uninterruptable electricity: Use a 10KV electric power generator

for alternative electricity supply. Communication barrier: Trained up the person in the advanced English.

Lack of experience: Arrange training before joining in the organization.

Company has a training agreement to organize the trainings.

Uninterruptable internet service: Use connection from the

alternative service providers.

Customer Service Culture: Arrange a monthly gathering where

employees can share their thinking and improve the service

providing culture.


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Improve customers security:

Customers security is the key factor for the improve of the call centerbusiness. In order to improve the customers satisfaction we have planto:

Creating a paperless environment, ensuring that all work processes

are done on the computer.

Limiting the use of cell phones, digital recording devices and cameras

in work station.

Preventing internet access and disabling USB ports for employees fromwork station.

HR Plan:

Management team:

Manager Marketing

Manager Technical

Manager Finance and Accounting

Manager Admin & HRM

Organogram:

Initially we have planned to startup our business within the country and at

the 5th

year we planned to outsource our business. The 4 directors are the

investor of the total project. One of them will be the project Managing

Director as well he will work as Marketing director. Under the manager

technical and operation one network and system administrator will work. The

duty of the network and system administrator is responsible to setup thewhole network of the organization. Along with the network and system

administrator 20 teams lead will work to monitor the call center agents.


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The agents are the key person of the organization who directly has contact

with the customers. They will receive the customers call and process

according to their need. They are available for

24X7.

For providing 24X7 we segment our time in 2 slots:

1. Peak hour

2. Off-peak hour

At the peak our we have planned to engage 200 agents for providing servicesand at off-peak hour 150 agents will be engaged. So in a week we have totalsessions (7X3) =21. Out of the 21 session we have 14 peak and rest 7 off-peak sessions.

So total no of required man-hours:

Peak hour 14x20 = 2800

Off-peak hours 7X150 = 1050

Total = 3850

According to our plan we have agents as,

(Executive: 200 +Team Lead: 20)= Total: 220

Total no of available man-hours:

Available resource hours : 220 X 8 = 1760 hours

Moreover, we have one financial and accounts executive who will plan to

work under the financial and accounts director. One HR executive and one

office stuff will work under the HR director. Moreover one marketing execute

will work under the hierarchy of marketing director.


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Training Plan:

We have organized to provide the necessary training for the executives of

call center. Basically the entire executive who need to directly in contact

with the clients and customers need the training. Before starting up the

call center business we have plan to trained up our selected agents with

the advanced technologies to meet the clients demand. Call Center Agent

Training Program consists of the following manuals:

Call Center Basics The Call Center Environment

The Call Center Agent

Customer Service Basics

Great Customer Service Over The Phone'

Conflict Resolution

Service Recovery Skills


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Financial plan

Initial set up costing:

The initial set up cost for the business is the main focus area of ourbusiness plan. If we can reduce the operation cost then it will help us tomove in the break-even earlier. According to the plan we also considerthe quality of the products and equipment we will use in our workstation.

Hard war e cost ing:

Serial no. Item /Specification Qty Rate (in Rs.) Price (in Rs.)

1 IBM server 10 75000.00 750000.00

2 Desktop PC (brand) 100 40000.00 4000000.003 Desktop PC 120 33000.00 3960000.00

4 Router with VPN

support

03 120000.00 360000.00

5 Switch (24 port) 10 35000.00 350000.00

6 LAN setup (nodes) 200 2000.00 400000.00

7 Backup power 100000.00

Total (Rs.) 99,20,000.00

Other expenses:

Serial Item/ Specification Price

1 Software (application) 30000.00

2 Web site 15000.00

3 Furniture 330000.00

4 Space allocationAdvance

75000.00

5 DoT License 5000.00Total 49,50,000.00


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Investment on Ratio:

Director ( Marketing) 10,00,000

Director (Finance & Accounts) 10,00,000

Director (Admin & HR) 10,00,000

Director (Technical) 10,00,000

Bank Loan 1,10,00,000

Establishment cost:

Particulars Amount

Hardware Equipment Cost 1,216,000

Space allocation Advance 75,000

Internet connection 40,000

Furniture and decoration 150,000

AC (4*20,000) 80,000

Generator 75,000

Software 30,000

Web site 15,000

Total setup Cost 16,84,000


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Break even analysis:

Conclusion:Here we are trying to make an overview to set up the call center and do business

successfully. For initiating the business we have already identified some problem

which may come when we work in the real life. Moreover some additional problems

may also come but we are confident enough to take the challenges and make the

success of the business.

siddharth&vishnu REPORT- Setup of a Call Centre- B53, B57-SOM

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