The Synthesys™ Approach

Synthesys™ provides rapid and cost effective solutions to the real challenges facing the call centre industry today. Noetica's approach is based on the fundamental idea of "process".
Everything Noetica does is designed to simplify and streamline the processes involved in high volume customer interactions. At the basic level, this involves hiding the complexities of multiple back office systems behind a user-friendly layer of logic aimed at supporting front line staff with their call handling. 
Noetica's aim is to be the cost effective answer to the real challenges faced by real call centres in the 21st century when it comes to call handling processes.
Synthesys = Process + Agility + Simplicity

Customer Interaction Processes need integration, streamlining and control

 

Many organisations have different and changing processes to be streamlined. They need to guide their agents through a wealth of information and multiple channels, such as telephone, email, fax and SMS. Usually their software tools require IT programming support even for everyday tasks such as small changes in inbound or outbound campaigns. Thus, deployment time of processes is too long and costly. Contact Centre Managers feel they are "running behind" continuously changing procedures and content. Contact Centre Professionals know that there is quite a difference between the macro processes encompassing the whole enterprise and the micro processes of Customer Interaction - the Call Handling processes. 

The latter depend on a variable we call "customer behaviour" which is notoriously volatile but to which we nevertheless need to adapt every day. Thus, customer interaction processes change amazingly quickly - and with them customer data and relevant information to be used during customer contact.

While no customer and no agent are the same, companies need to guide them along processes leading them to first time resolution in as many cases as possible. At the end of the day, top performance in Call Centres means constantly adapting business processes and related information as quickly as possible to the lessons one has learned from clients, market and employees.

 

Increasing IT agility requirements

 

Mergers, acquisitions, and changes of business models require organizations to adapt their business processes, procedures, information sources and contents increasingly often and quickly. This requires IT systems to exchange, synchronize and serve increasingly higher amounts of data faster and faster to the relevant people - exactly when needed.

 

Process instead of customer focus

 

Running many different systems on the agent desktop usually means agents need to juggle between multiple applications during a call to provide and capture information as well as complete transactions. This increases call duration, failure rates and costs of service, reduces first time resolution, increases multiple data entry, raises training times and costs to cope with all these different systems. The agents may be forced to replace their "customer focus" by a "system and process focus". They concentrate on the Call Handling process rather than on the content.

 

CRM heritage and Offshore challenges

 

However, organizations usually cannot afford to replace their front and back end systems containing customer, product and other crucial data. The CRM hype of the Nineties has proven such projects just burn time and money. Finally, Offshore Outsourcing shows increasing quality assurance issues rooted mainly in outsourcers' problems to replicate the clients' processes and adhere strictly to them. Clients need to invest increasing amounts of time and money to make sure on-site that each Outsourcer complies with their processes and procedures.

 

Services-Oriented Architecture (SOA)

 

In this context, the concept of Services-Oriented Architecture (SOA) has emerged. In an SOA environment IT infrastructure consists of software products and services that are highly interoperable and loosely coupled. This infrastructure enables rapid deployment and re-using existing software yet simplifying the way they inter-operate. This makes organisations more cost efficient and more agile to react to any of the afore-mentioned changes. More and more organisations put this under the umbrella of a single Unified Front End for their customer sales and service applications. In these environments, agents are only working with this Unified Front End. All other systems are still in place but run behind the scenes.

 

Take the statistical guesswork out of Predictive Dialling

 

Outbound Contact Centres worldwide face increasingly industry and legal regulations regarding Silent (or Nuisance) Call Rates. Most Predictive Diallers are based on statistical algorithms estimating probable agent availability by analysing historical telephony data. The granularity of this data does not go below the atomic entity of a single call. Being based on averages, it means that it is only useful for campaigns involving relatively large numbers of agents, as statistical methods typically break down as the sample size is reduced. This means that the Contact Centre is facing a harsh decision on whether to reduce agent performance or risk breaking the law by increasing the aggressiveness of the dialler.

The key to any successful Unified Agent Front End solution is a system that combines agile Business Process Management (BPM) and Service Oriented Architectures (SOA).
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