IMPACT OF POOR ICT INFRASTRUCTURE IN A SERVICE ORGANIZATION

IMPACT OF POOR ICT INFRASTRUCTURE IN A SERVICE ORGANIZATION

            [i]Information and communications technology… usually called ICT is often used as an extended synonym for Information Technology or IT but is usually a more general term that stresses the role of unified communications and the interaction of telecommunications, intelligent building management systems, and audio-visual systems in modern information technology.

            While a lot of companies give importance to providing quality customer service, only a handful of companies can precisely quantify  its direct effect on the company’s financial status. Majority of the companies do not determine and calculate the impact of transforming every opportunity into profit. They do not quantifiably evaluate the total cost of below standard customer service.

            Call centers are continuously assessing various indicators. These indicators may be how fast a response is given, how much time was spent per call, and the rates given by customers on the services rendered. But, studies show that only a few, approximately a third of companies in a global range, calculate the generated revenue per call.

            Through the utilization of information and communications technology, the business’s financial standing can be more accurately monitored. It also serves to put into focus those aspects of the business that are not being put to its maximum usage. Furthermore, it can also generate additional revenue through the use of different advertising mediums. 

            Customers are now expecting better assimilation in self and assisted services. These include eServices and voice self-service. Customers expect live assistance from a representative and do not want to be asked more than once.

            Customers surveyed said that one way to retain their loyalty is to provide them with the means to communicate in various channels. Survey also showed that more than fifty percent of customers prefer a communication channel while less than half preferred human interaction.

            Another survey found out that more than eight-five percent of customers would like a proactive assistance when they need help in the website or self-service.

            In one study, it was found out that customers leave because of the following reasons: being confined or locked in a self-service that is automated, waiting too long for a transaction to be processed, constantly repeating what has been said, unskilled and unknowledgeable agents that cannot give them a clear and definite response to an inquiry or a problem.  Some customers complain that they cannot avail of services unless payment has been made for the call.

            On the other hand, the best method to entice and retain customers is through availability, effectiveness or efficiency, proactivity, and personalization. To better improve customer relationship, companies should provide the means for better and superior proactivity, enhanced personalization, and a much improved integration of cross-channels.

            Customers would like the companies they are dealing to provide and/or develop more their cross-channel conversations. They want the following services and accommodations: voice self-service with agent assistance, begin at the Web with agent assistance, get an email and a call center assistance, set callbacks to prevent unnecessary waiting, and put in instant messaging or chat in internet transactions.

            These responses, needs and requirements forces the customers to defect to a competitor who can give them what they want. All companies should comprehend and evaluate the direct impact of customer service, and recognize and resolve the differences between expectation and actual experience.

            To do the above, businesses have to evaluate their present communication channels and must ensure that convenient and suitable interactions are provided in their multiple channels.  Furthermore, they must continuously and consistently provide a personalized service to customers. One way is to put together customer data. Another is to set up or improve on processes or systems that distinguish the history of every customer.

            Technology and globalization have compelled organizations throughout the world to adapt considerable changes to be competitive, to survive, and to be successful. Global networks are being created. Organizations are connected by information and communication technology to impart skills and knowledge.

            To have a poor and inefficient ICT infrastructure is tantamount to losing customers, and later on, to losing revenues. 

 

[i] En.wikipedia.org

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