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Future of Retail — Omnichannel


issue 07


as well as other critical business processes. The target persona for the call centre is


a woman over 50 years of age who prefers to place orders by phone and speak to a human rather than purchase merchandise online. To fully meet the needs of this type of customer, the call centre starts hiring temporary telephone employees in August to support seasonal surges in business over the busy festive period. During these peak times, the number of call service representatives (CSRs) increases from 500 to 1000. Training for these seasonal hires is critical as it takes approximately three weeks to get a temporary CSR proficient in answering the phone and processing orders.


“The new GUI has helped streamline the order management system, reducing training time while enhancing the CSRs’ access to new tools that have helped to significantly improve the customer experience.” Call centre director at Orchard Brands


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