Communication challenges for retail stores

Most of the retail stores have established many ways of communication to help customers before going to the store. These systems include a website, email, fax, online shopping, auto attendant, personalized call routing (CCR), and interactive speech recognition (IVR). All of these modes of communication should serve to enhance the customer experience. After all, the ultimate goal is to quickly and efficiently serve customer needs while maximizing performance.

Sometimes these technological enhancements serve to frustrate rather than facilitate interaction. It is imperative to use a concise communication management system (CMS) to qualify the exchange of information.

Many retail stores are equipped with the latest auto attendant and personalized call routing features.
But how many times have you called your favorite local retail store to ask about a particular item? Do you end up answering countless questions and then end up in the mailbox instead of hardware? Or worse you disconnect?

Typically, retail stores have a cookie-cutter approach to each of their stores. Sometimes this approach can cause variable results. For example, the needs of a store in Grand Rapids, MI, may be very different from those in Austin, TX. Traffic management is essential to determine peak or busiest periods. Call time, abandoned calls, and grade of service analysis can help understand call blocking and facility usage.

IP telephony is rapidly gaining acceptance and is being implemented in many retail chains. Traditional circuit-switched PBXs are being replaced by next-generation IP systems. This typically results in increased connectivity between remote stores and corporate headquarters, better network traffic flow, and reduced long distance rates.

However, managers must also be aware of overcompensation. IP trunking, wireless phones, and other portable devices can alleviate traffic overload in popular locations, but can be a waste in others. A proper CMS provides the ability to obtain quantitative statistics to justify an investment in technology.
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Many retail chains struggle with workforce management and productivity. A CMS system provides exception management reports that highlight long-running calls, cost overruns, and bad calls. Each call can be identified with a particular password, account code, extension or authorization number. Detailed phone charge reports will highlight usage reports and stop misuse and abuse.

Forward-thinking communications managers realize that a call management system can generate significant benefits for the corporation. These benefits include improved measurement of IP telephony traffic, increased cost allocation, fraud detection, and increased employee productivity.