How to extend call centers self-service capability to mobile users.

Most major companies are using call centers for support of their customers. Trying to be more competitive and more cost-effective they outsource call centers to other countries, as well as implement self-service technologies such as Interactive Voice Response (IVR) and web sites where no humans are involved.

In turn, customers demand a higher level of service, which is available 24/7, without the need to wait an excessive amount of time for their call to be answered and to learn about how to deal with IVR systems.

Mobile technologies offer a new alternative which can become a part of an existing solutions. As in the case of a web site or an IVR system, there is no need for human resources, so companies can use it to cut down costs. It is also automated, and since 60% of the world’s population have mobile phones, it can be quickly used by customers at any time and in any place. And it is simple. It’s called Eyeline Call2Service.

How does it work? A company provides a service number for their customers. When they need support they dial this number, which is free, and get a USSD menu, where they can choose from several options. These menu items may include frequently asked questions or information about other support options. This can be a web address or a call center number, which they can use if there is no info they are looking for. The service’s number can also be saved in the user’s phonebook, so he or she later have access to support on-the-fly.

It is important to note, that due to many faces of business, a USSD menu can be used in many creative ways. Moreover, Call2Service can become a part of any self-service system.

There is also a part for marketing in this system. USSD menu may contain new products and special offers, with an option to sign up for a company’s newsletter. A subscriber will then automatically receive SMS if there is update. This way, support and engaging a customer go hand in hand.

MTS (Mobile TeleSystems), one of the largest mobile operators in Central and Eastern Europe, use USSD request system to support their subscribers through *111# portal. About five million MTS users visit the portal every month instead of calling the IVR center. MTS went even further by adding different services, including paid ones. Those are the possibilities available through Call2Service, which can be provided through a toll-free number, which can be called from any mobile operator.

All in all, Call2Service may drastically improve client satisfaction due to availability and prevalence of mobile communication, while being a cost-effective solution for companies providing customer support.