EKKO Grew (ECCO Sko) (Infra Call Center)

ECCO in Russia started own call center

The Danish ESSO brand for the purpose of improvement of service quality of buyers, increase in managerial efficiency and optimization of internal business processes implemented own call center in Russia.

The call center of ECCO performs information service of buyers on the carried-out actions, existence and cost of goods in shops, accepts claims on service quality, provides information on work of shops, including on the opening shops of network, renders consultations on goods and the production technologies applied in ECCO and many other things. The call center receives calls by uniform federal number 8-800-444-2525, free for clients, and also by number +7 (495) 641-2525 and is integrated into a single internal telephone network of ECCO. All information, including the records of telephone conversations performed for the purpose of service quality control is stored in DBMS of call center, authorization of call center agents in a system is tied to their authorization in the local area network.

As Sergey Prokhorov explained CIO ECCO, - "The information service which was earlier existing in ECCO performed functions of call center only partially and at the same time was extremely not effective, accepting in day on average no more than 50 calls. Other part of addresses fell on shops of retail network that added works to personnel of shops till 2-3 o'clock in day. During the periods of sales and actions the information service owing to absence of both necessary personnel, and the corresponding systems, could not accept the increasing flows of addresses that reduced loyalty of buyers. Besides, control of respect for quality of information service taking into account that the majority of addresses were in shops of retail network, no. Often, buyers could not always phone in any shop, and personnel of shop to provide the qualitative answer conforming to the high standards of service required in ECCO".

The personnel of call center of ECCO study maintaining telephone negotiations for high-quality service of buyers and the solution of the most wide range of the questions arising at buyers.

"As a result of implementation of call center we significantly unloaded personnel of retail network that allowed it to give more time to actually trade process. Besides, we repeatedly expanded possible types of addresses. Before, for example, such addresses as "give explanations taking place marketing actions" or "give the description of these or those goods" owing to lack of IT tools and knowledge, necessary at personnel, could not be considered by qualitatively existing information service. One more result of implementation of call center was reduction of time for solutions on addresses of the buyers demanding preliminary actions such, for example, as not additional accrual of points on discount cards, blocking of cards, introduction or an exception of buyers in lists for SMS or mail notifications", - the top manager added.

Also, the call center of ECCO provides interaction with personnel of retail network on the questions arising at buyers in shops which solution is not always possible without participation of divisions of office.

In the work call center specialists use several IT systems, including ERP Microsoft Dynamics Axapta, actually the system of call center, an information system on work with discount cards.

The call center of ECCO performs interaction with buyers as well by e-mail info@ecco-ros.ru.

"Today we have all necessary statistics on customer appeals centralized and operational information about the quality level of service of buyers in our shops on each region. For ECCO there is always in a priority an observance of the high level of service and, the call center is also necessary element of ensuring such level now. It is indicative in this regard that according to analytical researches brand recognition of ECCO for 2012 in relation to 2011 grew in Russia by 63%", - the commercial director of ECCO Ilya Petrushov noted