Virtual contact centers provide customer relationship management services without a physical location, using technology to connect customers to service agents. Initially outsourced to foreign countries, many companies now hire US-based independent contractors or allow in-house employees to work from home. Benefits include cost-effectiveness, higher productivity, and the ability to operate globally. Challenges include employee management and quality control. Virtual contact centers are most practical for high-demand markets with a global reach and require reputable technology providers and thorough screening and training of remote staff.
A virtual contact center provides all the customer relationship management (CRM) services a traditional call center provides, but without a regular physical location. In fact, rather than having rows of booths equipped with desks and telephones, the virtual contact center is built on technology to connect customers to service agents, such as VoIP (Voice over Internet Protocol). While this customer service model has been around for several years, it continues to evolve in new directions.
Initially, nearly all virtual contact center installations by US companies were handled by outsourcing agencies in foreign countries, such as India. However, despite the aggressive training of foreign agents in articulate English, subtle language difficulties were still a constant source of customer dissatisfaction. Thus, despite the cost-cutting benefits of outsourcing, many companies have switched to hiring US-based independent contractors or allowing in-house employees to work from home.
However, using home agents in no way compromises the efficiency and cost-effectiveness of customer support. For one thing, home agents are much less likely to be late for their shift or call in sick. For another, allowing staff to work from home eliminates many facility-related expenses. Additionally, market research shows that a telecommuting agent’s salary averages about 10 percent less than that of an in-house agent. Finally, staffing for these types of centers usually attracts better qualified candidates and leads to higher productivity.
Handling practices are also simplified, as well as allowing for a better range of operations. The need to constantly supervise customer service representatives is eliminated, as productivity is typically measured by performance. Perhaps the most amazing benefit of having a virtual contact center is the fact that agents can be located anywhere in any time zone. This means the company can operate its CRM services on a global scale without the added expense and liability of having employees work night shifts on site.
However, there are some challenges in running a virtual contact center. The most obvious is employee management simply because the agents are hidden. For this reason, quality control is vital, both by monitoring calls and frequent spot checks of performance. Additionally, remote workers must have a means of immediate communication with supervisors for support, whether through email, phone, or instant messaging.
While any type of business can benefit from having a virtual contact center, it’s probably most practical for those in a high-demand market with a global reach. To be successful, the business should seek out a reputable provider of the technology needed to build its center, such as VoIP software or other hosted applications. Additionally, thorough screening and training of remote staff is essential, as well as providing virtual teams with ongoing support.
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