COMPUTERIZED DISPATCH

CALL CENTER MANAGEMENT REVISITED

by Don McCurdy

Last month, I discussed some basics of management from a motivational standpoint. This month the focus will be more on the technical side of the equation.

A primary concern in operating a call center is efficiency. Staffing costs, time to answer, call duration, time to dispatch, callbacks and lost calls are all areas that are of concern to the call center manager. Computerization of the call center can substantially improve these areas if the dispatch system properly integrates with the telephone system and utilizes Mobile Data Terminals.

Staffing Costs

Controlling staffing costs has been at the top of the list of call center manager responsibilities forever.   Proper telephone integration is essential for improving operator productivity. Generally, customer information is stored by the caller's telephone number for quick retrieval.

If the telephone system is properly integrated the phone system will pass off caller ID and number dialed number ID to retrieve customer and fleet information.  That is, the caller ID will automatically "pop" the customer's information on the screen, so the operator has only to confirm the name and destination of the caller to generate a trip.  This feature substantially reduces the time required to enter a trip into the system and enables an operator to be more productive.  

Different systems approach this feature in different ways. Some save technically and some save manually.  Automatic saving will also capture cell phone numbers, but manual save requires operator input.

Dialed number ID automatically selects the correct company if the computer system is dispatching more than one company. With this feature the operator does not need to know which company the customer has called to dispatch the correct company.

Time To Answer

Time to answer is directly related to the number of lost calls. That is, calls where the customer has hung up before ordering a car. Decreasing time to answer, by improving operator efficiency, reduces lost calls.  Any Automatic Call Distribution (ACD) package will provide the statistics to bear this out.  ACD packages can also assist in optimizing staffing levels to decrease unnecessary operators.

Call Duration

Call duration can be positively affected by "screen pops" and abbreviations or codes for common pickup points. A database of common pickup points should be entered into the system to speed operator input for these locations.  

Madison Square Garden South entrance could easily be entered as MSGS, so neither the operator nor the customer is required to know the address. The driver will see the full name and address. Hotels, restaurants, bars and grocery stores should also be entered to facilitate the call taking process. It also instills a level of customer confidence in the company if the operator doesn't have to ask the customer for the address of a common location.

Time to Dispatch

Time to dispatch can be a critical factor in the efficiency of a call center. Any delay in dispatching a trip increases the probability of a customer callback or the driver not loading. In fleets without MDT's this time can be substantially increased during busy periods and may require additional dispatch staff and radio channels to maintain a reasonable service level.  

From a driver standpoint, it can be very frustrating to be hearing trips going out but be unable to get through on the radio to get them. MDT's eliminate this problem. For fleets with MDT's GPS can substantially improve time to dispatch by increasing driver productivity during busy periods. By offering the closest job instead of the oldest job the driver's travel time can decrease thereby allowing them to do more jobs in the same time period.

Callbacks

There is little more worthless than a customer callback. The trip is already in the system. The operator time has already been spent putting it there so there is not much to be gained.  Proper configuration of the system and reliable customer information can substantially reduce customer callbacks.

Lost Calls

Lost calls may be the result of under staffing, operator inefficiency or an unnatural spike in demand.  

Automated call taking (IVR) can assist in reducing calls along with innovative ways of allowing customers to enter their own calls. Internet booking software can not only allow frequent business clients to order their own cabs quickly (with no operator input) but can also develop brand loyalty. Internet booking that enables the customer to be able to order or query an order gives them the feeling of control and also gets trips in the system with no operator input.  

Beware of systems that fax an order to the dispatch office or allow prank calls to be entered. They can be more trouble than they're worth.

The efficiencies of a computerized call center allow increased business volume, reduced staffing requirements and allow more time to service the driver needs on the voice radio channel.  In a highly competitive market computerized dispatch can be the advantage that makes you the company to call. In difficult economic times it's good to have a strong local customer base to rely on to help keep cars on the street.

Motivation

Generally speaking, telephone operator is not a glory position with a high salary. Keeping your staff motivated with compliments, contests and training will assist you in achieving maximum productivity. If you don't have an active program of motivating your staff GET ONE!

 —dmc

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