UNIT 8: PROVIDE CONTACT CENTRE SERVICES

Telephone techniques/skills (10)

1 — Answering a Business Call; A buffer/three-part greeting will get calls started smoothly which includes, greetings, name of company and name of agent. 2 — Putting a Caller on Hold. 3 — Thanking the Caller for Holding 4 — Monogramming the Call 5 — Avoiding Excuses 6 — Giving Spoken Feedback Signals 7 — Being Prepared 8 — Controlling the Conversation 9 — Avoiding Mouth Noises 10 — Leaving a Positive Last Impression

Consent, Purpose Limitation and Notification Obligation/ Key features for PDPA. (laymen term: what does organisation need to do?)

1) Organizations to develop and implement policies and procedures that NOTIFY customers that personal data is being collected. 2) NOTIFY customers on HOW AND WHERE the data may be USED/DISCLOSED. 3) Before collecting data, GET CUSTOMER'S CONSENT.

Steps/ways to collect data. (Data Collection)

1. Collect the data customers are already handing over. E.g - when customer make order online. 2. Ask for the information in person to connect with customers. 3. Request information over the phone for convenience - . When customers call in. 4. Use pre-order forms to encourage more people to give information. 5. Take data from warranty cards to collect it inconspicuously - customer need to fill up warranty card. 6. Develop a rewards program. 7. Collect a small amount of information at a time - annoy customers if too much info is asked at once. 8. Move on to other demographics once customers trust the agent. - ask more personal data like income, number of child, past education.

Key Features/ obligations for organisations under PDPA.

1. Consent, Purpose Limitation and Notification Obligation. 2. Protection Obligation. 3. Retention Limitation Obligation 4. Transfer Limitation Obligation. 5. Openness Obligation. 6. 6 Do-Not-Call-Provisions

Organisation's procedures and guidelines for collecting, retrieving and SUPPLYING information about customers.

1. Data Collection 2. Data Storage 3. Data Supply

Methods of adapting communication with customers to meet their expectations.

1. Ensure language and tone for customer communication aligns with the customer's expectations and the culture of the company. 2. Customer communication must never be generalized - it must focus on the recipient's needs, expectations, and emotions. 3. listen to customers and offer them the best and speediest solutions. 4. The future of customer communication will possibly be through online and mobile tools. Companies must streamline their communication process to provide customers with the very best.

How to take Cybersecurity measures?

1. Ensuring computer networks are secure 2. Adopting appropriate access controls 3. Encrypting personal data 4. Installing appropriate computer security software and using suitable computer security settings 5. Eliminating all personal data from devices that are to be recycled, sold or disposed 6. Updating computer security and IT equipment regularly

Legal and regulatory restrictions on the storage and use of customer data. (what will be covered in this)

1. How the PDPA defines personal data 2. Key Features/ obligations for organisations under PDPA. 3. Personal Data Protection Commission. (PDPC)

Step to supply data (Data Supply)

1. Identify Pain Points Along the Customer Journey -Look at the entire customer journey from research to purchase to use of the products. 2. Improve Processes, Products and Services - begin to make larger business changes that nip these problems in the bud. 3. Empower Action at Every Level - personalize the contact centre experience for each individual customer.

Purpose and benefits of technology systems in terms of their ability to facilitate communication with customers.

1. Improving customer relations starts with delivering the best customer support and Contact centre software provides optimal, reliable and prompt customer service.

Ways an organisation can benefit from customers' information and data in terms of customer service.

1. Increased sales. 2. improved customer retention/ have control/ ability. 3. more effective marketing campaigns. 4. stronger customer relationships.

What are the procedures for supporting customers' need for information in contact centre?

1. Information across a range of products and/or services - Explain features, benefits, Cross sell and Upsell to customers' 2. Use of language and conversation according to organisational guidelines - polite with proper greeting. 3. Offer customers options for different requests about products and/or services that meet their requirements - customisation. 4. Resolve customers' problems within their level of authority - suggest remedy; solving issues. 5. Escalate call when customers' needs cannot be met - to supervisor or manager for approval. 6. Checking customers' understanding of information provided - clear doubts that customer might have. 7. Closing contact in a professional way in accordance to organisational procedures and standards. 8. Understanding the customer's message - paraphrase customer's message to reduce miscommunication and find correct solutions to actual problems.

What are the strategies and organisational requirements to establish and validate customer identity?

1. Link customers' identities with correct organisational records. (E.g email address instead of NRIC) 2. Confirm customers' identities. 3. Record departures from standard authorisation process. (If need to escalate to supervisor, he or she needs to record the procedures well for audit) 4. Explain to customers reasons for authorisation procedures. - prevent identify fraud.

How to take physical security measures to safeguard data?

1. Marking confidential documents clearly and prominently. 2. Storing confidential documents in locked file cabinet systems. 3. Restricting employee access to confidential documents on a need-to-know basis. 4. Using privacy filters to minimise unauthorised personnel from viewing personal data on laptops 5. Properly disposing of confidential documents that are no longer needed, through shredding or similar means

Ways to collect information about customers efficiently and effectively.

1. ORDER FORMS (pre-order forms if release date is available.) 2. ENQURIES - Record and Collect details of it customers & Mention it business social media pages) 3. RECORD COMPLAINTS - customer complaints. 4. WARRENTY CARD - store customers' information. 5. CUSTOMER REWARD PROGRAM - VIP club could require customers to give their details - they then receive 10% off purchases over $100. 6. CUSTOMER SATISFACTION SURVEYS - Ratings and can ask customer to include their personal data. 7. FEEDBACK - request personal details. 8. CUSTOMER COMPETITION - have customers upload their business cards in a website to go into a monthly draw to win a $20 voucher. 9. BUSINESS WEBSITE - 'contact us' form or allowing customers to sign up to a mailing list to see regular news or updates.

Key consideration for handling inbound and outbound calls.

1. Organisational protocols for call handling. 2. Personal Data Protection Act - CPR: consent, purpose and Reasonableness 3. Telephone techniques. 4. Call escalation protocols. 5. Closing calls protocols. 6. Data capture and input

Regulation and/or legislation in Singapore relevant to the contact centre's work with customers.

1. Personal Data Protection Act (PDPA) Factors to consider when handling customer contacts - CPR: Consent, Purpose and Reasonableness. 2. Escalation procedures when customer contact is too difficult to handle. 3. Categories of customer contacts that they are authorised to handle.

Retention Limitation Obligation/ Ability to restrict the things you can do.

1. Prepare an appropriate personal data retention policy 2. Dispose of personal data as soon as it's no longer useful.

How to take administrative measures to ensure personal data security

1. Requiring employees to be bound by confidentiality obligations in their employment agreements 2. Implementing robust policies and procedures (with disciplinary consequences for breaches) regarding confidentiality obligations 3. Conducting regular training sessions for staff to impart good practices in handling personal data and strengthen awareness of threats to security of personal data 4. Ensuring that only the appropriate amount of personal data is held, as holding excessive data will also increase the efforts required to protect personal data

Steps/ways to dispose personal data as soon as it's no longer useful.

1. Returning the documents to the customer 2. Transferring the document to another person based on the instructions from the customer 3. Destroying the documents (by shredding them or disposing of them in an appropriate manner) 4. Anonymising/remove the personal data.

CLOSING calls protocols (5 steps process)

1. Think First - E.g "It's been a pleasure talking with you, is there anything else I can help you with?" 2. Always Be Professional 3. Set a Time Limit 4. Seize the Pause 5. Offer Alternatives - E.g transfer call.

Steps to store data. (Data Storage)

1. Use CUSTOMER RELATIONSHIP MANAGEMENT (CRM) software. 2. Write a customer information privacy policy - state how data is collected and available on website. 3. Using ENCRYPTION. Keeping customers' data safe is essential as if data is leaked, customer will feel that company is not trustworthy. Therefore, company need to ensure that information is private. 4. Update biographical data/database regularly. - like customer's email address and personal information's.

Ways to operate the customer information storage system.

1. Use an electronic spreadsheet. 2. More detailed information is available, a customer relationship manager (CRM) database might be more suitable.

Define "A feature"

A FEATURE IS A FACTUAL STATEMENT ABOUT THE PRODUCT OR SERVICE BEING PROMOTED. But features aren't what entice customers to buy.

A benefit mean?

A benefit means the feature provides the customer with something of value to them/ Something beneficial to the customer.

What is the purpose for having organisation protocols for handling call?

A clear protocol for peer communications is crucial to delivering seamless customer experiences, saving time; efficient and save cost; faster resolution/ decision made.

What is a call escalation protocol/definition?

An escalation protocol is a set of methods that help in dealing with potential problems.

What is Transfer Limitation Obligation?

Companies cannot transfer data to a country outside of Singapore.

Openness Obligation

Companies must develop and implement policies to meet its obligations under the PDPA. For example, Designate an individual who need not be an employee to be responsible for compliance with the PDPA .

Protection obligation

Companies must protect any personal data in order to prevent the unauthorised access, collection, use, disclosure, copying, modification or disposal. It can be done in 3 ways: Take cybersecurity measures, physical security measures, administrative measures.

Identify products and/or services. An example of a Feature, Benefit and Result.

Eg. Feature - Open 24 hours Benefit - You can buy when you want Result - When I am hungry at 1 a.m., I can go down to the 7-11 store to buy supper.

How does Call escalation protocols; protocols to escalate calls help organisation?

Escalation protocols are highly critical for the contact centre industry. Without a clearly defined escalation matrix, call centre service providers will not be able to deliver efficient services to their customers. AN ESCALATION MATRIX CLEARLY ASSIGNS DUTIES AND RESPONSIBILITIES TO VARIOUS RANK AND FILE IN ORGANSATION IN THE EVENTS OF A CLIENT ESCALATION. It fixes accountability which is an important element for the effective functioning of an organisation.

What is a "Do-Not-Call-Provisions" ?

Fintech companies are required to check the Do-not-call register and receive unambiguous consent from customers before they send marketing material.

How the PDPA defines personal data?

Generic data used along with Uniquely identifying data is also considered Personal data. 1. UNIQUELY IDENTIFYING DATA: Full name, NRIC Number or FIN (Foreign Identification Number), Passport number, Personal mobile telephone number, Facial image of an individual (e.g. in a photograph or video recording), Voice of an individual (e.g. in a voice recording), Fingerprint, Iris image, DNA profile 2. GENERIC DATA: Gender, Age, Nationality, Past employment, Education, Income, Spending habits, Medical information. 3. Types of personal data that are exempt: - Business contact information such as an individual's name, position, title, business phone number, business address, business email address or business fax number. - Personal data that has been recorded at least 100 years - Personal data of a person who has been deceased for over 10 years

How does Personal Data Protection Act (PDPA) protect people data?

It recognises both the rights of individuals to protect their personal data, including rights of access and correction, and the needs of organisations to collect, use or disclose personal data for legitimate and reasonable purposes.

Purpose of "Personal Data Protection Commission" (PDPC)?

Promote awareness of data protection, administering and enforcing the PDPA.

Types of personal information about customers that should and should not be kept on record.

Should - mobile numbers, email address or user-generated identifier for its customers' membership accounts. NEVER - never store NRIC number as it increases identity theft.

Limitations of the services offered that can be made to customer through a contact centre.

The QUALITY OF SERVICE IS TYPICALLY NOT AS GOOD as Face-to-face customer service. Security is a disadvantage. Workers in contact centres have access to personal information for thousands of people. This can lead to SECURITY ISSUES if they divulge the confidential information to others.

Describe the features and benefits of products and/or services offered or supported by the contact centre. And also, how to identify the true benefits of the product or service?

The best way to understand the true benefit of the product or service is to focus on the results. A CUSTOMER'S PERCEPTION OF EACH FEATURE'S RESULTS IS WAHT ATTRACTS HIM/HER TO A PARTICULAR PRODUCT OR SERVICE.

Data capture and input

Training and awareness in the contact centre is all important. Companies need to encourage an understanding of the importance of data quality throughout the organisation. Data systems need to make use of an effective verification and validation process to ensure ongoing data quality improvement.

In the event that any organisation is found in breach of any of the data protection provisions in the PDPA, PDPC may impose any or all of the following to the organisation concerned. What are the steps they can imposed?

• Stop collecting, using or disclosing personal data collected. • Destroy personal data collected. • Provide access to or correct the personal data. • Pay a penalty (of an amount not exceeding $1 million)