| There is an analytically distinct solution that optimizes | | | | the typing of the first number without checking back. |
| the mix of skills within a contact center. To reach a | | | | A trained operator splits their neural pathways to |
| specific recommendation these analytical solutions | | | | perform two tasks at once, without confusing either |
| should be derived from empirical data gathered during | | | | one, much like a professional drummer beating out a |
| the course of a small pilot within the center. | | | | different rhythm with each hand. The speed and |
| However, there are generalities and trade-offs that | | | | accuracy difference between the trained and the |
| can be considered at the management level before | | | | untrained operator is staggering: a few thousand |
| introducing too much complexity with intermixed skills | | | | keystrokes and hour versus 10 or 12 thousand an |
| across the center. | | | | hour. |
| While current technology makes complex routing of | | | | Given this understanding there are three trade-off |
| skill mixes possible across a center, or even multiple | | | | decisions on the other side of the equation that could |
| centers, there is still the issue of human limitations. In | | | | push the center toward a multi-functional organization. |
| numerous experiments with multi-function centers the | | | | First, some tasks are not sufficiently different to |
| same result has always been obtained: peak | | | | degrade performance. While very few people can |
| throughput results from functional specialization. | | | | successfully handle both telephone inquiries and |
| Throughput, in this case, is calculated across the | | | | telemarketing responses, most people can handle a |
| process life cycle. There is still the open question of | | | | multitude of products within the framework of a |
| whether peak throughput is equal to optimal | | | | telemarketing response. The core competencies |
| throughput; this must be decided case-by-case. | | | | required in each skill need to be mapped to determine |
| It is a terrible mistake to examine only front line | | | | the degree of overlap. Email response skills are |
| throughput, or theoretical first call resolution, under | | | | almost entirely different from telephone inquiries, but |
| these circumstances, as the error rate has a dramatic | | | | email skills might translate better to case |
| impact on process life cycle versus first call resolution. | | | | management. Current technology is also lessening the |
| Simply put, multi-function representatives have a | | | | distances between various skills by providing scripted |
| lower accuracy rate than representatives that are | | | | workflows, expert assistants, and extensive |
| functionally specialized. In most cases they also have | | | | databases with detailed customer information that |
| lower raw throughput. Where the throughput is | | | | reduces the impact of the representatives' memory |
| comparable, the accuracy differential shows an even | | | | capacities. |
| greater penalty. | | | | Second, larger queue sizes provide more efficient |
| This result has been confirmed in everyone from | | | | work distribution. Small queues associated with |
| brain surgeons to fighter pilots; there is an enormous | | | | extreme functional specialization waste resources |
| efficacy lift from repetition. All other things being | | | | because these small groups cannot be scheduled |
| equal, doctors who perform the most heart surgeries | | | | efficiently to maintain appropriate workloads. This is |
| also have the lowest adjusted mortality rate. Humans | | | | the principle economic trade-off associated with skill |
| adapt best to functionally specific practice. Despite | | | | mix analyses. Throughput and accuracy rates have to |
| the calls for cross-training, world class athletes | | | | be compared to staffing efficiency to formulate a |
| actually train in activities that mimic the characteristics | | | | reasonable recommendation. |
| of their main sport; they do not take up bowling to | | | | Third, there are development considerations that |
| improve their tennis serve. | | | | might outweigh the raw productivity impacts for a |
| There is a tendency in a contact center to expect | | | | select group. Representatives being developed for |
| that merging email responses, telephone inquiries, | | | | supervisory jobs may benefit from exposure to a |
| telemarketing opportunities, and inquiry handling will | | | | wider range of center jobs. In addition, there is a |
| optimize efficiency. Without careful management the | | | | definitive quality benefit from exposing |
| reverse is more often the case. The limiting factor | | | | representatives to tasks throughout the value-chain |
| here is the plasticity of our neural pathways. As | | | | that are essentially customers of their outputs. |
| recent research has shown the brain actually adapts | | | | Cross-functional exposure to various steps in the |
| itself, throughout our life, in response to specific | | | | process can bring numerous suggestions for |
| tasks and our neural pathways re-wire in response to | | | | breakthrough improvements across the entire |
| repetition. | | | | process. This cross-functional awareness also |
| Watch a really good data entry operator perform | | | | provides a critical backstop in the event of unplanned |
| their job to clearly see this adaptation response. An | | | | volume surges. It is impossible to economically staff |
| untrained operator will look at the number, look at | | | | for these peak occurrences and a cross-trained staff |
| the keypad, type the first character of the number, | | | | can eliminate customer backlogs where there is no |
| look at the number, look at the keypad, type | | | | other alternative. |
| another character from the number and so forth. A | | | | At the end of the day these decisions require |
| trained operator will look at the number, stuff the | | | | detailed analytical study to make the appropriate |
| entire number into short term memory, begin to type | | | | trade-off decisions with multi-functional centers and |
| the number into the keypad, then look back at the | | | | functional specialization. This broad overview of some |
| next page to read the next number-while completing | | | | central issues may help to frame the analysis. |