News
Obuv Rossii Creates a Distributed Call Center on Base of its Stores
30 July 2019, Russia, Novosibirsk: in late July, Obuv Rossii Group, the first publicly traded company of the Russian fashion retail, launched the project of a distributed call center in its retail chain Along with a call center located in the headquarters, each outlet in the regions where the retail chain is presented is provided with workplaces for call center operators. Sales Assistants fulfill the functions of operators. They work directly with the customers of a certain store. All local call centers are included in unified information space; tasks and lists for calls for each outlet are generated automatically from the headquarters. This distributed system will help to increase the efficiency of a call center and sales.
Active development of the Company and add-on services for customers, the expansion of the chain throughout the country and increasing customer base led to the decision to implement the project. "The creation of long-term relations with our customers is the basis of the Company's strategy. We constantly expand the range of goods and services. So we decided to create a distributed call center in order to increase customer loyalty, inform our customers immediately on new actions and special offers, and to reduce the load of the head office call center," comments Olga Semenova, Head of the Retail Projects Development and Implementation Department of Obuv Rossii Group. "We tested the project in two cities Blagoveshchensk and Novosibirsk during one month, and we are certain about the high efficiency of the project because Sales Assistants are those who know our customers best. Some of them have been working with us for many years and they have built trusting relationships with our customers. So, it is Sales Assistants who can present the information on our services and goods in the best way."
Implementation of a distributed call center will help Obuv Rossii to improve the performance of retail staff and to ensure a balanced distribution of workload during the day, since calls will be made at the time of expected decline in buying activity, morning working hours for example.
The stores already have workplaces equipped with computers and regular Internet access in order to provide customers with financial services, draw up the instalment and cash loan contracts. Now each outlet is also equipped with a headset so that Sales Assistants can call customers directly from the outlet. Thus, the call center is time-zone-independent and available 24/7/365, which is particularly important for Obuv Rossii, since the company's stores are currently represented in more than 300 cities.
For the technical support of the project, the Company's IT Department has developed a separate module, which is a part of Rassrochka 2.0 financial services management system and is integrated with Asterisk telephony module. All new marketing campaigns and tasks are generated in the central office. The lists for calls are formed automatically in accordance with these tasks. Then calls are distributed between regions and stores and are finally directed to a certain Sales Assistant at his/her workplace. The results are fixed in the system, calls are recorded. All details are reflected in a unified information system, so the central office is able to analyze the effectiveness of campaigns and make all necessary adjustments in the future.
Was the information helpful?