Back to Case studyA Progressive Diagnostics Firm Digitalises its Call Centre Infrastructure Using Smartflo
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Founded in 2000, the company is a diagnostic service provider serving over 7,000 patients per day across India. It owns 40 full-fledged diagnostic centres with CT, MRI, ultrasound scan, X-ray, mammogram, OPG, and lab facilities and more than 75 collection centres offering lab services.
The labs and scanning centres are spread across major cities, including Delhi, Hyderabad, Chennai, Bengaluru, Mumbai, and Kolkata.
In serving thousands of customers from multiple cities, the enterprise was also running contact centre services to handle test- and report-related queries. It wanted to decentralise its existing telephony service by migrating from onpremise infrastructure to cloud communication. The objective was to allow customer service executives to work from anywhere with minimum hardware but advanced call management features.
The management team’s search for an intuitive Contact Centre as a Service (CCaaS) ended at Smartflo. Features such as ease-of-use for both inbound and outbound services, customisable IVR, robust security, and trust in brand Tata became the top reasons for choosing the product.
Business Challenges
The company had been using a PRI-based legacy contact centre to serve its PANIndia customers. It had also integrated SIP trunking in its telephony setup to harness the benefits of Voice over Internet Protocol (VoIP). However, these hybrid contact centre operations were still managed on-premise, compelling contact centre associates to handle incoming queries from their office locations.
The COVID pandemic precipitated issues, and a quick transition to a full-featured virtual-based contact centre setup became critical to provide work-from-home facilities to the customer service team. Appreciative of cloud technology’s benefits, the management team was prepared to use it as a long-term solution and not just during the COVID-19 phase.
The legacy contact centre had posed several challenges apart from its inflexibility in supporting remote operations:
Managing
- Due to siloed technologies underpinning the infrastructure, agents had to refer to multiple screens and applications to access customer details while speaking to them.
- The on-premise systems demanded frequent hardware updates, and it was complex to maintain the ageing PRI lines.
- Accessing the call logs to check contact centre workloads and recording conversations for quality assessments were challenging.
The company sought an evolved telephony software that could be integrated with their CRM app for both inbound and outbound calling. The incoming calls were to be distributed between relevant departments via an IVR. Communication privacy was also expected.
TTBS Solution
By choosing Smartflo offered by Tata Tele Business Services (TTBS), the organisation moved from a traditional PRI system to a managed and hosted PBX telephony platform. Using our cloud communication suite facilitated the contact centre associates to work from their office, home, or other locations.
The onboarding process was seamless for the diagnostic company’s experienced customer service team. The users could log in to their accounts from any desktop, laptop, tablet, or smartphone or use Smartflo directly through a browser or its mobile app.
Our solution architects customised the multilevel IVR to route the incoming calls to different diagnostics centres that the callers needed to reach across states. With the simple web-based settings of this IVR, the contact centre managers could also modify the input choices whenever required.
TTBS Smartflo simplified call management and improved customer service levels. It addressed the challenges posed by the company’s legacy infrastructure:
- By smoothly integrating with the CRM software and other databases containing patients’ details, Smartflo helped the executives promptly answer general queries and convey updated information to callers on their diagnostic reports.
- As the solution only required a digital device, internet connection, and softphone client, the company saved upon the costs spent on the maintenance of hardware and cabling in the old call centre.
- Smartflo’s dashboard offered details for all incoming and outgoing calls, including the prime reason for a call, duration of each conversation, the average call handling time for every agent, the team’s break durations, and the total staffed time.
- Supervisors could monitor and record any call from their account. They also had a whisper line to help any associate fumbling while replying to customers’ queries.
The company could use Smartflo’s inbuilt auto/progressive diallers to run their lead generation campaigns. It also had the voice broadcasting feature to send prerecorded messages to customers. Moreover, dialling any particular number manually was easy with a click-to-call service. Even if agents used their mobile phones for such calls, their numbers remained masked.
TTBS has offered Smartflo under an end-to-end SLA that guarantees flawless service with 99.5% uptime.
Devised with open standards, Smartflo integrates with any third-party application to support contact centre agents in effective call management with direct access to critical details.
Benefits
- Smartflo: Remote work flexibility to overcome out-of-office limitations for customer support
- Optimised customer experience with quick answers to queries
- Full-featured contact centre without costs of maintaining telephone hardware
- Robust security built by a 128-bit encryption for all communications
- Seamless CRM integration to access patients’ records on live calls
- Ease of scalability to handle bigger call volumes with business growth
