Tutorial: Automatic Call Distributors

By CommWeb.com
May 4, 2000

While most other call-center equipment is optional, the ACD is necessary and critical. Simply defined, the ACD routes the call in queue longest to the first available agent; it also equally distributes calls among agents. But it doesn't stop there. The ACD also helps you manage your trunks, agent stations and other equipment that integrates with your ACD. Without an ACD, there is no way for agents to know which calls to answer first.

It should be stressed that many of the ACDs on the market today are much more sophisticated than simply routing first in/first out calls; the reason why is thanks to something called "computer telephony integration" or, with some of the newer client/server systems, straight "computer telephony".

Whether this integration is provide by an ACD switch-to-server link or whether the switching mechanism is folded into an open server-based system itself, the integration of the traditional voice and data world is essential in enacting today's more sophisticated features, namely those grounded on first- and third-party call control: The first lets agents affect call-handling from their desktop machines; and the second lets the data network itself control calls (based, for example, on skill-level database searches and accompanying route commands) and affect changes at desktops (database-driven screen pops).

For example, let's say you've established that you want to handle 70% of all calls in 30 seconds or less, which may be fine for most callers. But if you can identify a high-value customer based on, say, automatic number identification (ANI), you may want to make sure his call is answered more quickly than other calls. This is called priority routing - a third-party call-control app. (If the agent clicks on a screen to take or transfer the caller and his screen-based info, this is first-party call control.)

In this case, the ACD must recognize the number the caller is dialing (ANI- or Caller ID-ready), consult a database before routing and then act upon that search.

Another option is routing based on a caller entering an identification number or account number into a Voice Response Unit (VRU). You may also wish to route calls based on the number the caller is dialing (Digital Number Identification Service or DNIS). For example, you may have a dedicated number set up for sales, another for collections and another for service. Based on the number the caller is dialing, the call is routed to agents set up to handle callers looking for particular information.

As mentioned, a new trend in ACDs is the ability to incorporate skills-based routing. This is where you route each caller (and, perhaps, his or her appropriate datafiles) to the agent best equipped to handle the communication process.

Like the example touched on earlier, you may have dedicated sales agents, collections agents and service agents, but you have only one phone number. Based on database lookups, the ACD can route each specific caller to the right agent. It can also make these agents part of the general pool when they are not handling calls relating to their specific skill.

For example, you may have bilingual or multilingual agents, but they may not always have other-than-English language calls to keep them occupied. Or you may have highly trained senior agents that primarily deal with complex mortgage applications, but you'll want to allow the ACD to send them general calls when they are idle.

An even newer trend in ACDs is their ability to route more than just phone calls. A call can now also be defined as an e-mail, fax, Web-initiated call or callback request, or another communication channel. Call centers have new roles as they realize there are many ways customers now wish to communicate.

Some ACDs allow you to set up special queues and will route calls that require an e-mail response or a live text chat session to agents that are trained in handling such inquiries.

Another concept that's heating up these days is one of a "virtual" call center. Here, agents get calls distributed no matter where they are - multiple sites, at home, etc. This type of call router is extremely intense, especially when you factor in skills-based routing. But if your agent expertise is spread across geographic areas or insists on telecommuting, it's effective. It can also be obtained on an outsourced basis.

There are also a number of peripheral pieces of technology that are usually associated with ACDs, including real-time call-center management packages and on-hold systems.

But the most important aspect here, again, is "computer telephony integration" or, with some of the newer client/server systems, straight CT. This will provide the center and its ACD mechanism with both first- and third-party call control.