Call Center Properties: Part 3 – Dynamic Resource Allocation and Distributed Environment
This is the last segment in the three part series focusing on what we believe are the six core properties of a call center and how they relate to call center operations. The concepts are derived from process modelling used in the design of real-time systems such as aircraft control systems, manufacturing and computer processing. Given that call centers operate in the real-time environment, these concepts apply equally to call center operations.
The six core properties of call centers are:
- on-time environment
- concurrency
- reliability
- reactiveness
Part 3:
- dynamic resource allocation
- distributed environment
Dynamic Resource Allocation
This core principle is the cousin of reactiveness. Reactiveness is the brains (what are we going to do?) whereas dynamic resource allocation is the action (how are we going to do it?). Normally we have two resources available to allocate. People and systems. Agents can be moved between queues in order to respond to the growing wait times or unexpected call volumes. Notice the next time you are in WalMart and the call for cashiers goes out as the line-up starts to grow! Walmart has dynamically reallocated staff from stocking shelves to cashiering. Customers cannot see how we reallocate staff but they definitely are affected by how we do it and the speed in which we do it. Dynamic resource allocation is predicated on teamwork. One of the most effective means of dynamic allocation is teaming up with another department that has staff skilled in many of your call center functions. For example, have staff in a fulfilment center trained to a point where they could handle certain types of calls during crunch time. Establish the processes and procedures within your call center and between other departments that can ensure the company’s success at meeting customer expectations for short wait times.
Systems can also be used to support the concept of dynamic allocation to provide improved call center performance. For example, reallocating calls on your 800 lines to other locations or agent groups could be just the trick. Providing different messages to customers estimating an approximate wait time for them, is another form of allocation. The one difference here is that you dynamically allocate the customer’s expectations with the normal result of reducing the likelihood of the customer abandoning the call. Dynamically reallocating resources is about developing the ability to alter what people do and how systems support the customer transaction.
Distributed Environment
Many companies have call centers distributed geographically but networked together. This configuration is called a virtual call center. Customers have always been virtual as it relates to call centers because they are distributed. They can be calling from down the street or from thousands of miles away. When was the last time you looked at a map and compared it to where your customers call you from? When you look at the environment in this context it provides a renewed sense of just how distributed your business really is. This distributed environment, from a customer perspective, requires you to understand the expectations of customers who are broadly distributed not just geographically but likely cultural as well. The distributed environment of a call center may mean that you examine your call center for effectiveness in managing the diversity that comes with this distributed environment. For example, what are the wait thresholds for customers by geographic region? Are those factors considered in day to day operations? Typically, customers from various geographic areas have differing expectations. Being successful at serving customers via your call center requires you to have an excellent sense of the distributed environment you manage.
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Posted: January 21st, 2007 under Operations.
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