TABLE OF CONTENTS Orange is acutely aware of the imperative to facilitate two-way communication, not only for its customers but also with its customers, and is investing heavily to that end. For example, it recently renamed its call centres communication centres . As Cascade says: Call centres were always reactive service centres, and they can and should become more proactive. Call centres should help manage positive and negative experiences. He believes call operators should not only be expected to resolve problems and answer queries, but be encouraged to suggest relevant new products to customers at the right time. Planned developments in IS capability, particularly the incorporation of behavioural and preference data, and projects to build contact capacity, will enhance the role of the communication centres in gathering valuable information and improving service.
Orange operates seven communication centres in Plymouth, Bristol, North Tyneside, Peterlee and Darlington (where there are three). The 8 million state-of-the-art customer communication centre in Plymouth handles calls exclusively from Orange s escalating number of Just Talk customers. Customers aren t aware that Orange operates a number of communication centres, because of advanced call routing technology which automatically directs those who wish to speak with a customer service representative (CSR) to someone with pertinent skills and training, regardless of their physical location. In this way, Orange s various centres operate essentially as a single virtual call centre . This efficient and effective system will...
