Objective

We can gain knowledge about the Call center. As following aspects of Call center we can learn from this study: 1. To obtain the idea about the Call center.
2. To get the knowledge about the technologies of Call Center.

3. To get the idea about the setup of Call Center.
4. To get the idea about the Call Center Operations.

Reference

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1. Call center of Grameen Phone ( Nikunjo, Dhaka ) 2. Call Center of Bangla link ( Gulsan-1 , Dhaka )

3. Bangladesh Telecommunication Regulatory Commission (BTRC) 4. Web: www. .com www. .com

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online. and journal as well as collected information or survey directly from the organization. 5 . One is Primary sources and another is secondary sources. To make this overall assignment we followed both Primary and Secondary sources like. Secondary source: Secondary source are those type of source that we collect information from online or any reference books. Primary source: Primary source are those type of source that we collect information or survey directly from the organization.Methodology Basically there are two types of methodology. reference book.

Outgoing calls for telemarketing. microcomputers and LANs. and debt collection are also made. the voice and data pathways into the centre are linked through a set of new technologies called computer telephony integration (CTI). clientele. Most major businesses use call centers to interact with their customers.Introduction: A call centre or call center is a centralized office used for the purpose of receiving and transmitting a large volume of requests by telephone. with work stations that include a computer for each agent. It can be independently operated or networked with additional centers. 5 . and customer support for computer hardware and software. and one or more supervisor stations. In addition to a call centre. Some businesses even service internal functions through call centers. Examples include utility companies. and e-mails at one location is known as a contact centre. faxes. Increasingly. often linked to a corporate computer network. collective handling of letters. a telephone set / headset connected to a telecom switch. mail order catalogue firms. A call centre is operated by a company to administer incoming product support or information inquiries from consumers. Examples of this include help desks and sales support. including mainframes. A call centre is often operated through an extensive open workspace for call centre agents.

• Temporary Agents – Temporary agents who are called upon if demand increases more rapidly than planned. Web Callback and internet Chat. 5 . • • Contact centers – Deal with more media than telephony alone including Email. Virtual Call centers – Virtual Call centers are created using many smaller centers in different locations and connecting them to one another. There are two methods used to route traffic around call centers: pre-delivery and post-delivery. These agents work from home and use internet technologies to connect. Pre-delivery involves using an external switch to route the calls to the appropriate centre and postdelivery enables call centers to route a call they've received to another call centre.Varieties of Call Centers: Some variations of call centre models are listed below: • Remote Agents – An alternative to housing all agents in a central facility is to use remote agents.

The simplest call centre. namely that a single large call centre is more effective at answering calls than several (distributed) smaller ones.) Queueing models also provide qualitative insight. for example identifying the circumstances under which economies of scale prevail. (Prevalent examples of service levels are: at least 80% of the callers are answered within 20 seconds. as determined by management. or that a call centre should be quality-driven or efficiency-driven or. or. Queueing theory is a branch of mathematics in which models of such queueing systems have been developed. for forecasting of calls. and even for analyzing customers' impatience while waiting to be served by an agent. before being served. Recently. 5 . in turn. Call centre operations have been supported by mathematical models beyond queuing. being very relevant. queueing models have also been used for planning and operating skills-based-routing of calls within a call centre.Mathematical theory of call centers: A call centre can be seen from an operational point of view as a queueing network. no more than 3% of the customers hang-up due to impatience. can be viewed as a single-queue. for determining shift-structures. are used to support work force planning and management. most likely. These models. for example by helping answer the following common staffing-question: given a service-level. For example. what is the least number of telephone agents that is required to achieve it. consisting of a single type of customers and statistically-identical servers. which considers a wide range of optimization problems. both Quality and Efficiency Driven (abbreviated to QED). with operations research. which entails the analysis of systems with multitype customers and multi-skilled agents. or that cross-selling is beneficial.

agents available to take calls. which is software that uses historical information coupled with projected need to generate automated schedules to meet anticipated staffing level needs. number of calls in queue. average call duration including wrap-up time. and customer service by computer technology that manages. measures and monitors the performance and activities of the workers. Typical contact centre operations focus on the discipline areas of workforce management. number of calls abandoned. average speed to abandoned and service level. and reporting. The types of information collected for a group of call centre agents can include: agents logged in. agents ready to take calls. level of proficiency. Many Call centers use workforce management software. large warehouses are often converted to office space to host all call centre operations under one roof. average call duration.Administration of call centers: The centralization of call management aims to improve a company's operations and reduce costs. Reporting in a call centre can be further broken down into real time reporting and historical reporting. agents in wrap up mode. streamlined. quality monitoring. number of calls offered. longest duration agent available. while providing a standardized. calculated by the percentage of calls answered in under a certain time period. queue management. To accommodate large customer bases. Call centre staff can be monitored for quality control. 5 . uniform service for consumers. longest duration call in queue. average speed to answer.

These technologies facilitate queueing and processing of calls. These include: • • • • • • • • • • • • • • • • • ACW (After call work . maintaining consistent work flow for agents and creating other business cost savings.Technology of call centers: Call centers use a wide variety of different technologies to allow them to manage large volumes of work.Sometimes called "wrap" or "wrap-up") ACD (automatic call distribution) Agent performance analytics AHT (Average Handle Time) ANI (automatic number identification) Automated surveys BTTC (best time to call)/ Outbound call optimization Call Recording (call recording software) CIM (customer interaction management) solutions Chat and Web Collaboration CTI (computer telephony integration) CRM (customer relationship management) Desktop Scripting Solutions Electronic performance support systems Email Management Enterprise Campaign Management Issue tracking system 5 .

5 .• • • • • • • • • • • • • • • IVR (interactive voice response) Knowledge Management System Outbound predictive dialer PDS (Predictive Dialing System) Outsourcing Quality Monitoring (call recording software) Speech Analytics Third party verification TTS (text to speech) Virtual queuing Voice analysis Voicemail VoIP Voice recognition WFM (workforce management).

Call centre setup: 5 .

Overseas location. Incompetent or untrained operators incapable of processing customers' requests effectively. Automated queuing systems. This sometimes results in excessively long hold times Complaints that departments of companies do not engage in • • • communication with one another. Non-expert operators (call screening). poor facilities. management interference. poor maintenance and cleaning.g. The experience a customer gets and the 5 .Criticism of call centre’s: Criticisms of call centre’s generally follow a number of common themes: From Callers: • • • Operators working from a script. Poor working conditions (e.g. lack of privacy and noisy). High stress: a common problem associated with front-end jobs where employees deal directly with customers. impaired vision and hearing problems • • • • The net-net of these concerns is that call centers as a business process exhibit stratospheric levels of variability. • deceit over location of call centre (such as allocating overseas workers false English names) From Staff: • • • Close scrutiny by management (e. Low compensation (pay and bonuses). Restrictive working practices (some operators are required to follow a prewritten script). frequent random call monitoring). with language and accent problems. Repetitive job task.

results a company achieves on a given call are almost totally dependent on the quality of the agent answering that call. Call Center Organogram: 5 .[3] Call Centers are beginning to address this by using technology to standardize the process all agents use.

They are responsible for all departments within the call center. They will produce reports that are needed and make sure all team managers report directly to them in regards to problems with things such as attendance. vending. and customer satisfaction rates. Of course. Team managers spend their time on the call floor. however it is the operations manager’s responsibility to work with them and ensure the department is run efficiently and effectively. and following procedure. ensuring everyone is on the same page. sometimes also known as a call center manager.Call Center Operations: It all begins with the operations manager. as well as relations with all outside contacts such as maintenance. a shift supervisor should never be to busy to take customer calls when escalated for both positive and negative reasons. quality. policy adherence. coaching the customer service agents in a positive manner when it comes to attendance. The operations manager will usually decide how much time is spent to train customer service agents and management teams which will set the tone for the quality of customer service offered to customers. They may also deal with clients and take the role of the operations manager when needed. or any other company the call center works with. call times. human resources. The shift supervisor is the person that communicates between the operations manager and the team managers. Customer service agents would 5 . A shift supervisor will also oversee the adherence to policies and procedures set in place. There is usually someone else responsible for a particular department. payroll.

knowing that what is said and done by a team manager is what sets the tone for everyone else. there is usually a training manager that oversees trainers on a daily basis and reports daily achievements and problems to the operations manager. Quality assurance is monitored within a call center. expectations of the company. Training is an important aspect of running a quality call center. a team manager will complete reports for their team on a daily basis to be sent to the shift supervisor. Essentially. This position is one that you will have to stand out as a positive role model. Within a training department. Their style of training and the way they interact with people will determine how agents feel about the job in itself. as customer service agents will not appropriately represent a company without it. As a shift supervisor completes reports for a shift. Team managers will also ensure that agents are comfortable and in a positive frame of mind while at work. a big part of a team manager’s job is to be a cheerleader of sorts. the policies and procedures. Trainers will also be responsible for ongoing training when procedures or products change. or coming to them when they have an issue they cannot correct or handle on their own. to ensure customers are receiving the best possible experience when calling in. and also ensure that everyone is up to date on things they may have forgotten. A trainer has a very important role to play because they are the first interaction a newly hired customer service agent will have with the company. Trainers will participate in training new hires on how the job is done. and how to successfully provide excellent customer service.report directly to the team manager in all aspects of their work including calling them when they will miss a day. Quality teams will consist of a manager within the department who reports to the shift 5 .

5 . so this team has a lot on their shoulders. The IT department will usually report to the operations manager.supervisor. One of the most important things a quality department does to keep themselves on the same page is to calibrate calls with each other. Without an IT team. Quality reports are used to help coach a customer service agent on issues they may be having when taking phone calls. as they are the ones whom are relied on to represent the company and take care of any customer contacting the company. but all departments will report to the IT team with problems that need to be addressed. They are the ones to keep the equipment including phones and computers running smoothly so calls can be answered in a timely fashion. there is nothing to operate. and treated with respect. Without them. Meeting once a week or so. but will usually consist of at least 2 people. and will help determine the overall proficiency of the entire call center. There is a lot of responsibility for an agent to deal with on a daily basis as far as keeping within policy and procedure guidelines while sometimes dealing with irate customers and still keeping a smile on their face. A customer service agent is what makes a company. The quality department is there to make sure customers are receiving the correct information. they will listen to the same call together and score it to ensure they are all scoring at the same rate and for the same reasons. The size of an IT department is subject to the equipment used by a call center. the call center simply cannot run. Last but certainly not least is the bread and butter of the call center. and a team of agents who listen to customer calls and score them on a number of things. IT teams are housed within the call center so things can be fixed pretty quickly.

Besides. Call centre is an emerging revenue opportunity for Bangladesh. Bangladesh Telecommunication Regulatory Commission (BTRC). has formally invited applications from eligible entrepreneurs for licence to establish call centers. some companies also use call centers for their internal purposes such as help desk service and sales support. Large companies generally operate call centers to provide customer service for their clients. The global market of call centre industry was US$ 382. Nowadays many centers have implemented CTI (Computer Telephone Integration) technology to handle calls. If any client of this company calls for customer support. This is an enormous opportunity for 5 . of all different aspects of a call center. US-based PC manufacturer Dell has housed its call centre in India. any eligible person or company can get call centre license with a nominal payment. According to the BTRC.2 billion by 2009.5 billion in 2004 and is expected to reach US$ 641. customer service agents are known to have the highest turnover for many different reasons. To lessen the turnover in a company all departments must operate effectively with each other to provide the agent with essential needs such as support and ongoing training.In all honesty. their call will be automatically routed to India for the relevant solution. the agent simply cannot deliver great service to the customer! Call centre in Bangladesh: The country's telecom watchdog. A call centre is a place used for the purpose of receiving and transmitting a large volume of requests by telephone. For instance. Without it.

According to World Call Centre Report 2007. The BTRC downsized call centre license fees from Tk 50. webenabled call centre. agents initiate a call to a customer mostly to sell a product or a service. interactive call centre. Call centers can create huge employment opportunity for students in Bangladesh. But there are mainly two types of call centres such as inbound call centre and outbound call centre.Bangladesh: at the moment all ingredients are available in the country to seize a significant chunk of the global market. customers generally place their queries about product information and report any technical glitches. Furthermore. Other types of call centre include CRM call centre. telemarketing call centre. In an outbound call centre. 70 percent call centers in India hired college graduates to conduct their operation. Dhaka. etc. virtual call centre. This could be equally true for Bangladesh if we properly use the talents of our youngsters. phone call centre.000 in order to help flourish this service across the country. the BTRC recommends call centre operators to use IPLC (International Private Leased Circuit) and in this regard the Bangladesh Telephone and Telegraph Board has already offered 25 percent discount on bandwidth charge for IPLC.5 percent revenue sharing when the holiday period is over. Call centers can be divided into various categories based on their strategy of function and nature of service. Call centre business can open a new horizon for them.and Chittagong-based call centre operators will enjoy tax holiday up to three years while other operators will enjoy this incentive for five years. 5 . Every year many university graduates in our country remain unemployed. Call centers are being considered as a booming industry.000 to Tk 5. For connectivity. the BTRC proposed 0. In an inbound call centre.

From the Grameenphone perspective. "We're glad to see that the BTRC has simplified the call centre licensing process which will have a profound impact on our country very soon. told StarTech. In addition. he added." GP call centre has both automated and human-agent interactions with its customers for 24 hours round the year. "We have a flexible call centre model doing both inbound and outbound calls serving our different customers according to their needs. "Currently there are around 600 customer managers in our call centre and it is currently handling around 2. It is hard for a newcomer to unilaterally deploy a successful call centre. But we should bear in mind that call centre establishment is not the ultimate thing. we are informing customers about our products and services in order to enable them to take the right purchase decisions". customer service director of Grameenphone (GP)." he added.000 calls every day. We must act proactively to bring overseas work and in this regard we need to start international marketing immediately. told StarTech.00. former director of Bangladesh Software and Information Services (BASIS). our call centre is a very effective and customer friendly way to give over 18 million Grameenphone customers a professional after-sales service. "Grameenphone was the first company in Bangladesh to set up a 24-hour call centre in 1999 and today it has the largest call centre in the country." he added mentioning that they require network to attract global players. Call centre hotline 121 is running through Computer Telephony Integration (CTI) and Interactive Voice Response (IVR) system.Arnfinn Groven. Obviously non-resident Bangladeshis can play an 5 . Fahim Mashroor." "Nowadays many unwanted activities in the society may give wrong signals to new entrepreneurs.

according to marketresearch. A research forecasts that more than one million Filipinos would be employed in the call centre industry and the market will reach US$ 12 billion by 2010. Remarkable IT-enabled services in India are helpdesk services. India's twelve-hour time difference enables global organisations to provide their customers with 24x7x365 days services. remote network management and end-to-end processing etc. India has shown its successes in call centre business. Call centers in India can offer expert product specific solutions.com. companies in the US have been able to ensure that their customers receive round-the-clock customer support. transaction processing services. such as risk modelling. data mining. Revenue of call-centre technology vendors grew by 34 percent in 2005 and by 40 percent in 2006. accounting services. Pragmatic government approach was key to creating a huge outsourcing flow to the neighbouring country. 5 . Call centre industry in the Philippines also shows dynamic growth. it will be more beneficial for the industry. "I personally believe if we pave the way for multinational companies to establish their call centers in Bangladesh." he said. actuarial services and underwriting variation analysis. By taking advantage of India's time difference.important role in investing in this sector and luring foreign investment as well. Time factor also drives global companies to choose India as an outsourcing destination. China's continuing economic growth holds a bright future for the call centre industry. The Indian government gives tax exemption on the export of ITES (Information technology Enabled Services) and provides other assistances for Indians in building software technology parks.

• Customer care: Customer care is one of the common services offered by the call centre. This in effect reduces the operations cost of hiring new workforce. Many companies in the western world outsource their customer support facility. During product advertisement. companies mention a phone number for the customers. The aim of this scheme is not only to generate customers but also to allow consumers to contact a representative to make a purchase. Basically.Call centers offer a wide range of services which are given below: • Customer acquisition: It is one of the effective services offered by call centers. When any call is initiated 5 . • Direct response: It is one of the important services offered by the call centre to the business. a business nominates a call centre to conduct marketing services on behalf of them. they are advised to contact the customer care division of the call centre. When a customer buys any product or service from a particular company.

I hope our country will compete with India and earn good amount of foreign currency using the call centers. No doubt call centre operation is a big opportunity for Bangladesh. 5 . the call centre provides adequate information to make an informed purchase decision. private companies should come forward to train people and the government must ensure the quality issues so that the entire system works smoothly and perfectly. expert human resources are vital in order to ensure the development of the call centre industry. • Business to business: It is a potential call centre solution for any company to generate business-to-business sales. Congratulations to the care taker government to take the decision which the political government couldn't. Conclusion: Finally Bangladesh Government has taken step to set up call centers in the country. Also thanks to the BTRC authority. The role of the call centres in this regard is to reduce cost and provide resources for a business to beef up its revenue. In this regard.to this number. But most importantly.

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