Call Contact Centre Guidelines Original

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&Call Contact Centre GuidelinesAugust 2001

A U S T R A L I A N D I R E C T M A R K E T I N G A S S O C I A T I O N

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1 IntroductionIntroduction

1.1 Purpose of the Call & Contact Centre Guidelines

The purpose of the Call & Contact Centre Guidelines is to promote higher standards of good business

practice in Call & Contact Centres.

From a client standpoint, the guidelines deal with a variety of issues that should be considered when

choosing a contact centre. In this way, they provide a useful tool in comparing and evaluating prospective

suppliers.

For Call & Contact Centres, they establish a framework against which to benchmark their service offerings

and differentiate them in the marketplace.

It should be noted that Members operate and utilise Call & Contact Centres for a variety of purposes,

consequently, there cannot be a simple one size fits all approach. For example, organisations may

promote themselves as meeting ISO standards for which the cost of services may be higher, but a client

may not wish to pay the extra for the service.

The focus of these guidelines is on the marketing aspects of a contact centre, including both inbound

and outbound activities. In addition to the traditional telephone-based customer interactions, the

guidelines cover all multi-channel customers. Please note that this document will be updated from time

to time to incorporate any changes in-line with industry advancements in Call & Contact Centres

operations.

Acknowledgements:

ADMA would like to thank Tier Technologies for their support in developing the Call & Contact Centre Guidelines,

along with Bristow & Prentice Response Advertising for the production of artwork and Mockridge Bulmer for all film

and print production.

Table of ContentsTable of ContentsPage

1 Introduction 1

1.1 Purpose of the Call & Contact Centre Guidelines 1

2 Guidelines 2

2.1 Existing ADMA Standards 2

2.2 Operational Issues 3

2.2.1 Management of Inbound Contacts 3

2.3 Use of Technology 6

2.3.1 Outbound Contact (Use of Predictive Diallers) 6

2.3.2 CND, CLI and CTI Technology 6

2.3.3 ADADs (Automatic Dialling Announcing Devices) 6

2.4 Processes 7

2.5 Authenticating the Callers Identity 7

2.6 Call Recording and Monitoring 8

2.7 Use of Scripting 8

2.8 Agent Training 9

2.9 Outsource Contracts 9

2.10 Implications of Foreign Privacy Data Protection Laws 11

2.11 Implications of Providing Service to Foreign Countries 11

2.12 International DMAs 11

3 The Call Centre Council 14

Mission Statement 14

ADMA Membership 14

Glossary of Terms 15

Reference Sites 17

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Reference Sites:

http://www.callcentres.net

http://telstra.com/

http://www.privacy.gov.au/publications/npps01.html

Developed by: Produced by:

All Film and Print Production by Mockridge Bulmer,

proud sponsors of ADMA.


Handling Time the time an agent spends in Talk Time and After-Call Work, handling a transaction. This

may also refer to the time it takes for a machine to process a transaction.

ISO International Standards for Organisations.

IVR Interactive Voice Response - IVR is an intelligent platform technology that allows a caller to

interact with a computer to select a call routing option, obtain information or complete

simple or complex transactions using their telephone touch-tone keypad or speech

recognition technology. An IVR solution can ensure that your customers calls are managed

efficiently and effectively, without the need for an agents time.

Key Performance Indicators (KPIs)

serve as benchmarks for the assessment of the performance of a Call Centre. KPIs act as

barometers in assessing the performance of Call Centres on an individual, team and overall

performance basis.

Percent Allocation a call routing strategy sometimes used in multi-site call centre environments. Calls

received in the network are allocated across sites based on user-defined percentages.

Predictive Auto Dialling Equipment

any system or device that initiates outgoing call attempts from a predetermined list of

phone numbers, based on a computerized algorithm.

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Call Contact Centre Guidelines Original

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