Value Added priority of Call Center

Intense competition in the era of globalization makes the company can no longer simply sell its products in ways that standard. Some companies began to apply the principles of service excellence, where they provide excellent service to customers since the advent of post-sale service.

Form of service is of course tailored to customer needs. To accommodate the desires of customers, Call Center comes as a medium of interaction between the customer and the company.

Call Center is a centralized service that manages incoming and outgoing calls from and to customers, including providing information and responses regarding complaints against the product. As part of customer service, Call Center also helped determine the success of a product to be accepted by society.

One company of household electronic appliance manufacturers who believe in the importance of the Call Center is LG. According to Customer Service Manager PT LG Electronics Indonesia, Sujarko Rully, presence of Call Center LG useful to provide information about the product, repair (service), as well as post-sale service to customers. Not only that, Call Center LG also asked to be able to provide solutions for any customer problems associated with LG products.

"Call Center is the only area that is an obligation for a company. LG in this understanding that the Call Center is a major gateway between the customer and the company. So, not only to receive complaints, but also provide solutions permasahan of the customer, "Rully said.

Some of the services provided to its customers Motorola Call Center currently includes Inbound Call, Outbound Call (Happy Call, Care Call, Before Service Call), the provision of information via SMS confirmation, the LG website, email, fax, and Call to Customer Care program given behalf of the 10 cube.

About the product repair services, Customer Information Center Part Head PT LG Electronics Indonesia, Any Setyowati, explained there are several steps that must be passed by the customer. First, by making a call (incoming call) to the Call Center LG. Complaints are then received by the call agent that explains what the customer wants about LG products, including product handling damage by guiding the customer over the phone. If not finished, call forwarding agent in charge of customer requests to the next step, namely the technician's visit schedule. Once a customer visits and the product was repaired, LG also provides after-sales service.

"We also contacted and do kroscek more about the results of such a service. There is also a survey about the service and ask for input from customers about our services, "added Any

Unlike the other Call Center, LG has a unique strategy for managing customer loyalty. Way is through the development of the CRM program 10 cube. Generally, CRM programs just as the promotion and appreciation to the customers. However, besides appreciation, 10 cube is also a controller. Its function is to maintain customer loyalty by always contact every 10 days, 10 weeks, and 10 months. The hope is that customer loyalty does not cut into pieces and of course the market share will remain intact.

"Because communication can not be only one time, should be routinely and repeatedly. Well, here's a program that accommodates it. If only ordinary CRM, Call Center also all have one, but if you keep the relationship with the customer within a routine, I guarantee that only LG who have, "said Rully.

Regarding the number of HR, LG Call Center is currently supported by 44 people call agent in charge of handling an average of 3200 calls per day from all over Indonesia. Call agent 370 people and distributes the technicians to homes of customers. The distribution is carried out based on the consideration of areas, distances, and the ability of technicians. Although not yet fully operational for 24 hours, Call Center LG has been able to achieve the 90 per cent in customer satisfaction.

Achievement is certainly not free from management capabilities, in this case the Customer Service division, in managing the call agent. To pump up the performance of call agent, LG introduced a system of reward and punishment as well as other benefits such as training opportunities.

For the problem of saturation, LG work around this with a variety of treatments that are tailored to the needs of the call agent like sports, outbound activities, etc..

On the other hand, Rully also emphasized the existence of Call Center LG closely related to the increase in value added for customers and companies. During this time, there is the classic question about whether the Call Center is able to contribute in the form of profit for the company. But according to him, it is far more important is image processing and customer experience to bring customer satisfaction to loyalty was still awake. Of course, automatically LG's market share will increase.

"LG does not see the Call Center as a cost or profit, but as a value. Is a Call Center is able to have value added or not. Value added is certainly useful for the customer as well, besides the company of course. Value added first, whether the customer feel confident buying LG products in the future? Are customers satisfied with all the LG service, ranging from prior to purchase, purchase, and service purnajualnya? Value is also a measure of our decision to develop the Call Center, "he explained.

"Call Center is also a branded LG. This is one of the promise we promise to consumers, the promise of getting an appointment, a branding ambassadors in line with LG's commitment to you. Therefore, LG is focusing to menyentralisasi call from all parts of Indonesia. In addition, the standardization that was built for the entire territory of Indonesia is the same, ranging from foreign language to his treatment, "he continued.

LG does not optimize themselves to make sales through the Call Center. However, at present, no doubt the movement over the functions of the Call Center as a sales center diligently performed.

"We do not develop a direct sales service (direct) in the Call Center LG. However, for business to business sectors such as hotels, offices, and schools have been conducted since mid-2010 and then, "said Rully.

But unfortunately, there are still some things that become obstacles in the management of Call Center LG, among others, regarding access, search for qualified human resources, and handling of customer's first call. For that to him, he put forward has designed a series of programs to overcome these problems, namely through Smart Service: repair program (service) directly from the Call Center to reduce operational costs technicians.

"We switch to the Call Agent to remote before we send a technician. This means there is one additional step. Well as to educate its customers well, "he continued.

Entering the second quarter, LG also plans to increase the number of call agents and improve the quality of service in terms of incoming-call agent skills in product knowledge-and outgoing-customer relationships.

"The development will definitely be more focused on its quality, because it feared if we only focus on speed will affect the quality," said Rully.

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Using the momentum

In recent times the discussion with entrepreneurs figures, either already established, or are being started, it turns out there is a very striking difference from those who are already successful and have not. That have been successful, most highly responsive with the calendar. Lo, how? What to do?

Yes, it turns out, their success was very concerned about special moments in the calendar. For example, food entrepreneurs, they are very sensitive when it's approaching fasting month in September. In fact, some are already prepared well in advance in order to maximize the Muslim holy month. There are already preparing to hold a special menu for the meal and go. Who had a catering business office, instead there are already gearing up to make a special Iftar menu the office. More excited again, there's one of my colleagues who are hunting an alternative cookie recipes to be sold before the day of holiday. Because, he says, from the beginning until now, the menu fits Lebaran pastries-that's it. If you want the best-selling, need another innovation, he said.

That is just before the month of fasting which is still about a month away. Well, there is again a very sensitive in this month, the month of August. Because, in the month that we celebrate independence day. Employers screen printing is currently busy to make a lot of flags and T-shirt orders are usually entered into the race office seventeen. There are also even have a business EO (Event Organizer), has been busy preparing this proposal tujuhbelasan event activities, in advance, even from since February!

Indeed, such momenta religious holiday until the anniversary of independence is harvest time for employers who know that the odds. They are very responsive in looking at the calendar that is running. Any event that could be to sell their product works, will try to be maximized. This is one of the important factors to consider and watch out for the entrepreneurs.

Why? In addition to opening a lot of profitable opportunities, such period presents many rivals. Let's look at the Lebaran, how many parcels impromptu entrepreneurs who appear to hold merchandise. How many sellers as well as a variety of decorations for independence in August came. No one indeed, if we want to come to find a gap in the middle of the competition is beneficial. However, it would be nice too if we can be more responsive not only to things that are seasonal only. However, we also need to try more responses on the dates beyond the seasonal months. The trick? Here are some practical tips which I summarized the conversation by some employers:

1. Ask relatives, the moment what is most close to them

There are so many moments of truth that can be used as a business opportunity. Birthdays are one of them. Marriage also be other opportunities. With diligent in asking, on relatives, our network, or the relationship wherever and whenever, the more we will know the moment what we can to be used by business opportunities.

2. Make brief notes that can be used as an annual agenda

If you've got the information, immediately write down in your agenda book. Do not forget these moments. If you need to create a reminder note to be always updated with the moment. That way, you can prepare well in advance in order to provide maximum service to your prospective customers.

3. Focus on specific services

If you have decided a particular business, a business offer that's on your prospect. Do not be tempted to jump in other businesses that appear to be more profitable at a particular time. Why? Because, with your focus on one business, such as parcel of interest, then people will always remember your services at an important moment for him. Of course, it is not nullify the possibility of another business you pursue. But at least there should be one business that you can make branding of time so that you will more easily recognizable people when they need your services or your business.

These three tips are not going to be maximal if there is no real action. Again, if there is momentum, not just the plan you need to specify, but far more important to act immediately, before the momentum was missing. You are ready

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