Call centers bridge Internet gap: Web-based calls boom as customers demand more options

The Internet is leading to a revolution in one of the most mundane of telecom technologies: the call center. And in turn, call center operators are finding new challenges in dealing with a host of new customer options.

While most call centers still rely on the tried and true method of fielding calls that originate from the public switched network, an increasing number of them are getting calls that start from Web pages. In many cases, customer service representatives that handle the questions don't know the call's origination point.

Part of the trend can be attributed to the ease of using Web-based phone technology. AT&T, MCI and IDT Corp. all have developed services that allow Web users to click on icons to initiate voice calls over the Internet. For Web developers and site owners, the voice option provides customers with a level of service that lends itself well to up-selling and taking credit card orders from security-conscious buyers. According to a study by Yankelovich Partners, 63% of on-line users would not buy over the Web until there is more human interaction.

In IDT's case, its Click2Talk technology comes in the form of a free plug-in application that connects the Web directly to a live sales representative on a telephone. Using a single phone connection, users simultaneously can visit any Web site and carry on a voice conversation via their PC. AT&T's Call Me Now program and MCI's Click'nConnect offer similar capabilities, although both charge Web developers. IDT doesn't charge users or call centers for Click2Talk because calls go through its own gateways.

"We're doing this to get our name out there," said an IDT spokeswoman. "We hope that once we get that name out that they'll realize the value of IDT's client software. We're working on the call centers and the users, so we're working it from both sides."

At the call center, a number of vendors are developing systems to differentiate Web calls from those that originate on the public switched network. PakNetX recently unveiled what it claims to be the first Windows NT-based multimedia Internet automatic call distributor. The PNX ACD handles audio, video and data as a single contact. Additionally, it includes typical ACD functions such as security, agent and supervisor features and management capabilities.

PakNetX is aiming its ACD at three major application areas:

* Technical support, where a CSR can look at the same screen that callers view and fix problems with no downtime.

* Financial services, where Internet bankers can provide a higher level of service by helping customers complete complex transactions using the ACD data collaboration and audio functions.

* Web-based retailing, where retailers can connect with their customers to provide direct, on-line assistance without the customer having to disconnect and wait for a call back over the telephone line.

However, according to Bruce Allen, president and chief executive officer of PakNetX, the first natural market will be software technical support. "Initially we have to find select groups that are calling certain types of corporations for technical support," he said. "They're going to expect some human interaction, and being able to collaborate on the same screen has a lot of value."

As Internet telephony moves into the mainstream, though, companies will use their call centers as a marketing tool, Allen predicted. Anticipating that change, the company is developing a set of agent tools that will allow CSRs to track changes to customer accounts and previous agent contacts.

"The whole idea of using the Internet for customer service has taken off like wildfire in the past year," said Allen.

Trying to keep that momentum going, the company plans to allow call centers to use their existing automation tools with the PNX ACD. Additionally, PakNetX is looking to enter new markets including banking and brokerage services with the ACD.

"Eventually, this will feed down the food chain to lower cost transactions."

Before taking that step, though, the company must address security concerns. In its initial implementation, the ACD will remap the IP address of the agents being called, preventing callers from hacking into call center systems, said Chris Botting, vice president of marketing. The company also will rely on the security aspects of the emerging H.323 and T.120 standards. "Initially, we'll just hide the agents behind the ACD," he said.