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Identifying Caller Needs
Issue 4 September 1995
10-3
who speak Spanish or English. The callers in this case either need to plan a
vacation route or have car trouble and are calling for assistance.
Note in each case that the capability needed is such that it can accommodate
the caller need. Let’s examine the strategy behind matching these caller needs
to capabilities as deemed appropriate by the Call Center manager:
■ Tourist Information/Knowledge of the Region
Travelers may need information while traveling or regarding a future trip.
All assigned agents can provide this information.
■ To Speak Spanish/Bilingual
Separate numbers are published and used as part of Spanish
membership information, or Call Prompting is used after a general number
is dialed.
■ Emergency Assistance/Handle Stressful Callers
Separate emergency Road Service numbers are published and used, or
Call Prompting is used after a general number is dialed. (For example, a
number is provided for tow trucking.)
Note that the Call Center chose to implement Call Prompting to identify Spanish-
speaking callers and callers who require emergency assistance. This allows for
quicker and more specialized treatment and therefore better satisfies the caller’s
needs.
In addition, some customers might prefer to speak to the agent he or she spoke
to on a previous call. To accommodate this request, a Call Center manager can
implement Direct Inward Dialing (DID) at the Call Center. Also, direct agent
calling can be used to direct a call to a specific agent.
The following sections explain further how caller needs are identified.
Table 10-1. Example of Caller Need—Agent Skill Matching
Caller Need Capability Needed
Tourist Information Knowledge of the Region
To Speak Spanish Bilingual
Emergency Assistance Handle stressful callers
(Tow Truck) (Access to Dispatch Systems)