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Call Center Digital Signage Can Help


TMCnews Featured Article

March 18, 2009

Call Center Digital Signage Can Help

By Jessica Kostek, TMCnet Channel Editor

Previously, Dan Boehm Vice President of Spectrum (News - Alert) Corporation gave TMCnet readers a bit of background information on Spectrum Corporation and further explained what digital signage meant to Spectrum. With 60 percent of its business in North America and the balance spread around the world, Spectrum is providing digital signage to call centers worldwide. Further still, Boehm wanted to make sure TMCnet readers understands the product, and so we continue on with Call Center Digital Signage benefits:

How can Spectrum help call centers? 
  • Some of the challenges that call centers face today include:
  • Staff reduction without work load reduction
  • Increased pressure to sell more products and services
  • Improved customer satisfaction ratings
  • Reduce overall expenses
(There are many more challenges but I will focus on these)
Utilizing a Call Center Digital Signage solution a Call Center manager is able to capture relevant real-time data, scrub that data so that it is now relevant information or KPI’s and present that data in the right format to each of the business stakeholders. 
Relevant real-time data. What is relevant to each customer varies but at the end of the day each call center manager should be looking at data from sources beyond the ACD. They need to be looking at all data that affects the call center. In most cases this includes but is not limited to:
  • Call Costs: How much is each call costing us? Is it increasing? Decreasing? What is the trend? How does it compare group to group, agent to agent? Against the group/agent goal?
  • ACD Statistics: AHT, CIQ, Aban, Service Level, OCW, AA, staffed. 
  • IVR statistics: Where is the caller leaving the IVR? Where to do they request an agent? Where to they abandon the IVR? 
  • First Call Resolution: No matter how this is calculated it should be captured and displayed.
Now then each level of the call center needs to have different information. The manager needs a report that shows how well the entire call center is doing. A team leader (which can also be the manager) needs to know how the group(s) and individual agents are doing and the agent needs specific information about how they themselves are doing. 
Manager: Given the data mentioned above a manager can look at each software package provided by the manufacturer and see how the call center is doing. In this example the manager would look at the call accounting software, then the ACD reporting tool, then the IVR and then the FCR reporting. Finally with all of those reports up and running the manager would now have a glimpse into how the call center is doing. What Spectrum does is to sit on top of all of these packages grab the relevant KPI’s from each software package and collate that information into a single report (Desktop or Dashboard or Printed Report) for the manager to review. In an advanced call center the reports can also be drilled down and across to see more detailed information on why something is outside the goal(s).
Team Leader: A team leader can also be the manager for the call center. The team leader needs to know what the status of the groups and agents as it pertains to the actual calls/chats/emails/IM’s against goals. Spectrum would collect this specific information and present these KPI’s to the Team Lead as required or as best suited. 
Agent: An agent need specific KPI’s so that they know how well they are doing and when a KPI is in threshold. One area that is rarely addressed is the actual company goal. Many times the agent is unaware of what the company goal is for a particular KPI only that the KPI is in threshold. (Similar to driving down the road not knowing what the speed limit is until you get the speeding ticket) A successful Call Center Digital Signage solution for an agent would include not only the KPI statistic but also the company goal for that statistic. (Speedometer and speed limit sign)
Spectrum works with Call Centers to provide this level of support and this type of solution so the call center can truly operate towards company goals and reduce overall expenses.
Spectrum 2009: In no particular order:
  • Continuing to improve on our flagship software packages by adding new interfaces to the software that we do not currently have. In 2008 we added MSCRM,, SAP, Cognos (News - Alert), and Tivoli
  • Continuing to improve the output of our VectraView software
  • Going back to our customer base and helping them utilize our software to its highest potential. Many of our customers do not use the software to even 50% of its total capacity
  • Educate our customers on what data they should be capturing and displaying to improve their call centers
How is Spectrum staying afloat?
Spectrum is a highly successful organization. We have great people that know their jobs and do them extremely well. Spectrum does not rely on and become used to having venture capital funds to help us during rough business climates or to develop new software or industries. All funding is provided by our revenues and so we take any new development project very seriously and do not waste time or money. 
Everyone is concerned about the economy and what it will do to the business. However, because of our year in and year out fiscal responsibility we are not concerned about being able to stay afloat and paying our bills during tough economic climate. Spectrum does not have a beautiful building to impress customers. When we fly we do not go first class or stay in first class hotels or eat at the top of the Ritz. During the expansion years Spectrum has the same attitude towards expenses as we do during the lean years. This is how Spectrum stays afloat. 
Learn more about the Spectrum Corporation on TMCnet's Call Center Digital Signage channel.

Jessica Kostek is a channel editor for TMCnet, covering VoIP, CRM, call center and wireless technologies. To read more of Jessica’s articles, please visit her columnist page.

Edited by Jessica Kostek

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