TLE-ICT-Contact Center Services Grade 10 LM

10 Information and Communications Technology Learner’s Material Contact Center Services GOVERNMENT PROPERTY NOT FOR SALE ALLOTTED TO

District/ School: _________________________________________ Division _________________________________________________ First Year of Use: _________________________________________ Source of Fund (Year included):__________________________

Department of Education Republic of the Philippines Technology and Livelihood Education – Grade 10 Learner’s Material First Edition, 2014 ISBN: ___________ Republic Act 8293, section 176 states that: No copyright shall subsist in any work of the Government of the Philippines. However, prior approval of the government agency or office wherein the work is created shall be necessary for exploitation of such work for profit. Such agency or office may, among other things, impose as a condition the payment of royalties. Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names, trademarks, etc.) included in this book are owned by their respective copyright holders. Every effort has been exerted to locate and seek permission to use these materials from their respective copyright owners. The publisher and authors do not represent nor claim ownership over them. Published by the Department of Education Secretary: Br. Armin A. Luistro FSC Undersecretary: Dina S. Ocampo, Ph.D. Assistant Secretary: Lorna Dig Dino, Ph.D. Development Team of the Learner’s Material Authors: Dr. Virgilio O. Guevarra, Jr., Rose Ann M. Sulla, Diana Marie B. Dagli, and Maria Angelica G. Mates Editors: Dr. Paraluman R. Giron, Ofelia C. Flojo, and Perla H. Cuanzon Reviewers: Romeo B. Gacutan, Simfroso C. Robles II, Caoagdan, Reynaldo S. Dantes and Melissa S. Ramos

Marion I. Alinas, Bobby

Illustrator and Layout Artists: Marc Anthony M. Pagoyo Subject Specialist: Owen M. Milambiling Management Team: Dr. Lolita M. Andrada, Jocelyn DR Andaya, Bella O. Mariñas, Dr. Jose D. Tuguinayo, Jr.

Printed in the Philippines by ____________ Department of Education-Instructional Materials Council Secretariat (DepEd-IMCS) Office Address: 2nd Floor Dorm G, Philsports Complex, Meralco Avenue, Pasig City, Philippines 1600 Telefax: (02) 634-1054, 634-1072 E-mail Address: [email protected]

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10 Technology and Livelihood Education Information and Communications Technology Contact Center Services

Learner’s Material GOVERNMENT PROPERTY NOT FOR SALE ALLOTTED TO District/ School: _________________________________________ Division _________________________________________________ First Year of Use: _________________________________________ Source of Fund (Year included):__________________________

Department of Education Republic of the Philippines

Technology and Livelihood Education – Grade 10 Learner’s Material First Edition, 2014 ISBN: ___________ Republic Act 8293, section 176 states that: No copyright shall subsist in any work of the Government of the Philippines. However, prior approval of the government agency or office wherein the work is created shall be necessary for exploitation of such work for profit. Such agency or office may, among other things, impose as a condition the payment of royalties. Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names, trademarks, etc.) included in this book are owned by their respective copyright holders. Every effort has been exerted to locate and seek permission to use these materials from their respective copyright owners. The publisher and authors do not represent nor claim ownership over them. Published by the Department of Education Secretary: Br. Armin A. Luistro FSC Undersecretary: Dina S. Ocampo, Ph.D. Assistant Secretary: Lorna Dig Dino, Ph.D. Development Team of the Learner’s Material Authors: Dr. Virgilio O. Guevarra, Jr., Maria Angelica G. Mates, Rose Ann M. Sulla, and Diana Marie B. Dagli Editors: Dr. Paraluman R. Giron, Ofelia C. Flojo, and Perla H. Cuanzon Reviewers: Romeo B. Gacutan, Simfroso C. Robles II, Bobby Caoagdan

Marion I. Alinas,

Illustrator and Layout Artists: Subject Specialist: Owen M. Milambiling Management Team: Dr. Lolita M. Andrada, Jocelyn DR Andaya, Bella O. Mariñas, Dr. Jose D. Tuguinayo, Jr. Printed in the Philippines by ____________ Department of Education-Instructional Materials Council Secretariat (DepEdIMCS) Office Address: 2nd Floor Dorm G, Philsports Complex, Meralco Avenue, Pasig City, Philippines 1600 Telefax: (02) 634-1054, 634-1072 E-mail Address: [email protected]

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TABLE OF CONTENTS Module 1: PERSONAL ENTREPRENUERIAL COMPETENCIES (PECs) Introduction ………………….…………………………………. Objectives ……………………………………………………… Pre-Assessment (Matching Type) …………..………………. Task 2 Guide Questions ……………………………. Learning Goals and Target …….…………………………….. Reading Resources and Instructional Activities …………… Task 3 Group Activity ……………………………….. Know …………………………………………………………… Process ………………………………………………………… Task 4 PECs Checklist ……………………………... Reflect and Understand ………………………………………. Task 5 Interview …………………………………….. Transfer ………..………………………………………………. Task 6: Preparation of a Plan of Action ………….. Task 7: Essential Questions ……………………….. Module 2: ENVIRONMENT AND MARKET (EM) Introduction ………………….………………………………… Objectives ……………………………………………………… Pre-Assessment ………………………………………………. Task 2: Guide Questions …………………………… Learning Goals and Target …………………………………... Reading Resources and Instructional Activities …………… Know ……………………………………………………………. Product Development ………………………………. Concepts of Developing a Product ………………... Finding Value ………………………………………... Innovation ……………………………………………. Unique Selling Proposition (USP) …………………. Process ………………………………………………………… Task 3: Interview ……………………………………. Reflect and Understand ……………………………………… Task 4: Browsing the Internet ……………………… Transfer ……………………………………………………….. Task 5: Product Conceptualization ……………….. Know ……………………………………………………………. iii

1 1 2 2 3 4 4 4 6 7 8 9 9 12 12 13 14 14 15 16 17 18 19 19 19 20 23 23 23 23 24 25 25 25 26 27

Generating Ideas for Business …………………….. Key Concepts of Selecting a Business Idea ……... Branding ……………………………………………… Process ………………………………………………………… Task 6: SWOT Analysis ……………………………. Reflect and Understand ……………………………………… Task 7: Extra Reading and Video Viewing Transfer ……………………………………………………….. Task 8: Designing a Logo …………………………. Task 9: Making My Own Vicinity Map …………….. Module 3: COMMUNICATING EFFECTIVELY IN ENGLISH Introduction …………………………………………………….. Objectives ……………………………………………………… Pre-Assessment ………………………………………………. Learning Goals and Target …………………………………... Analyze Communication Process …………………. Preliminary Activities ………………………………………….. Know ……………………………………………………………. 1.1 Communication Pathways ……………………... Process ……………..………………………………………….. Reflect and Understand …………….………………………… Know ……………….………………………………………….. 1.2 Elements of Communication …………………... Preliminary Activity……………………………………………. Process ………………………………………………………… Reflect and Understand ………………………………………. Know ……………………………………………………………. Preliminary Activity ………………………………….. 1.3 Barriers to Communication …………………….. Process ………………………………………………………… Reflect and Understand ………………………………………. Transfer ………………………………………………………… Know …………………………………………………………… Preliminary Activity ………………………………….. 2.1 Oral skills …………………………..……………. Phonemes …………..……………………………….. Sentence Construction ………..……………………. Process ………………………………………………………… Vowel Phonemes …………………………………….

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Critical Vowel Sounds ……………………..……….. Critical Consonant Sounds ………………….……... Read Pair Critique ………………………….……….. Grammatical or Ungrammatical …………………… Reflect and Understand ………………………………………. Know ……………………………………………………………. 2.2 Listening Skills ………………………………….. Process ………………………………………………………… Acrostics ……………………………………………… Transfer ………………………………………………………… This is their story ……………………………………. The Interview ………………………………………… The Transcription ……………………………………. The Reflection ……………………………………….. Know ……………………………………………………………. 2.3 Grammar ………………………………………… Subject-Verb Agreement …………………………… Tense and Aspect …………………………………… Preposition …………………………………..………. Modifiers ……………………………………………… Conditionals ………………………………………….. Process ………………………………………………………… Subject-Verb Agreement …………………………… Preposition …………………………………………… Modifiers ……………………………………………… Conditionals ………………………………………….. Know ……………………………………………………………. 2.4 Writing Skills ……………..……………………… Spelling ………………………………………………. Paragraphing ………………………………………… Organization………………………………………….. Punctuations …………………………………………. Transition Markers ………………………………….. Sentence Construction ……………………………... Jargons……………………………………………….. Process ………………………………………………………… Spell Me ……………………………………………… Correct Me …………………………………………… Transfer …………………………………………………………

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Can you please share with us? ……………………. A. The Invitation ………………………………… B. My Insights …………………………………… Know ...…………………………………………………………. 3.1 Voice ……………………………………………... Rate …………………………………………………... Volume ……..…………………………….…………... Pitch ……..……………………………….…………… Tone ……..……………………………….…………... Process ...………………………………………………………. Matching Type………………………………………. Modified True or False …………………………….. Reflect and Understand ………………………………………. Spot the Difference ………………………………… Know ...…………………………………………………………. 3.2 Accent ………………….………………………… Stress ………………………………………………… Intonation …………………………………………….. Blending ……………………………………………… Phrasing ……………………………………………… Process …………..…………………………………………….. Pool Up! …………………………………….………... The Last Man Standing …………………………….

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Read! Speak Up! ………………………….………… Reflect and Understand ……………………………....……… Getting Updated! …………………………....……… 1, 2, 3 …………………………....……………………. SIXportant …………………………....………………. Read. Speak. Check. …………………………....…. Know …………………………....……………………………… Conversational Cues …………………………......... Process …………………………....…………………………… Complete the Table …………………………....….. Transfer ………………………………………………………… Mock Call ...………………….……………………….. Module 4: DELIVERING QUALITY CUSTOMER SERVICES Introduction …………………………………………………….. Objectives ……………………………………………………… Pre-Assessment ……………..………………………………...

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Learning Goals and Targets …………………………………. Know ……………………………………………………………. The BPO/Call Center Industry ……………………... 1.1 What is BPO? .................................................. 1.2 Why Outsource? ………………………………... 1.3 Profile of the BPO Industry (Global and Local) ………………………………. Process ………………………………………………………… Business Process Outsourcing ……………………. BPO Industry in the Philippines ……………………. Reflect and Understand ………………………………………. Video Presentation ………………………………….. Cooperative Learning – Reflection on the Video Presentation …………………………………… Oral Presentation- Economic Implications of the BPO Industry ……………………………………. Transfer ………………………………………………………… Research Activity ……………………………………. Know ……………………………………………………………. Types of Industry ……………………………………. Preliminary Activity ………………………………….. Types of BPO Industries …………………………… Process ………………………………………………………… BPO Industries ………………………………………. BPO Terminologies …………………………………. Know ………………………………........................................ Basic Services within BPO Industry ………………. Legal Services ………………………………………. Process ………………………………………………………… Identification of BPO Services ……………………... Basic Services within BPO Industry ………………. Reflect and Understand …………………………………….… BPO Services: Explored ……………………………. BPO Services: Career Graph of an Agent .……… Know ……………………………………………………………. Call Center Agents’ Performance Metrics ………... Preliminary Activity ………………………………….. Typical Customer Contact Representatives’ Competencies ……………………………………

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Process ………………………………………………….……... Customer Service Representatives’ Competencies ………………………….……….. Recognizing the CSR competencies ……………… Reflect and Understand .……………………………….…….. Rating CSR Competencies Based on their Performance …………………………………….. Transfer ………………………………………………………… Know ……………………………………………………………. Performance Metrics ………………………………... Productivity Metrics ……………………………….… Quality Metrics ………………………………………. Process ………………………………………………………… Call Center Metrics Acronyms ……………………... Identifying Call Center Metrics …………………….. Reflect and Understand ………………………………………. Video Presentation ………………………………….. Transfer ………………………………………………………… Call Center Simulation ……………………………… Know ……………………………………………………………. Transmit/Receive Calls to or from Customers ……………………………………….. Client’s’ / Customer’s Needs ………………………. Counseling …………………………………………… Directory ……………………………………………… Booking ………………………………………………. Technical Support ………………...…………..... Academic Instruction ………………………....... Travel Advisories ……………………………….. Sales …………………………………….……….. Data Gathering ……………………...………….. Process ………………………………………………………… Types of Calls in Accordance with the Customer’s Needs ……………………………………………. Identifying Client/Customer’s Needs ……………… Know ……………………………………………………………. Products and Services ……………………………… Financial Services ………………………………. Technical support/ Help Desk ………………….

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Sales Support …………………………………… Client-Specific Products ……………………….. Process ………………………………………………………… Products and Services ……………………………… Know ……………………………………………………………. Interactive Communication ………………………… Gathering Information in a Courteous, Professional Manner …………………………… Best Practices ……………………………………….. Process ………………………………………………………… Enumerate the Best Practices in Interactive Communication ……………………………........ Enumerating the Call Structure ……………………. Reflect and Understand ………………………………………. Role Playing: Best Practices in Making / Taking Calls ……………………………………………… Interactive Communication ………………………… Know ……………………………………………………………. Active Listening ……………………………………… Process …………………………………………………..…….. Benefits of Active Listening ………………………… Internal and External Barrier ……………………….. Reflect and Understand ………………………………………. Listening Exercise ………………………………….. Selective Listening Exercises ……………………… On line – Listening Exercises ……………………... Transfer ………………………………………………………… Role Playing Assessment …………………………. Probing Skills ………………………………………… Paraphrasing ………………….……………………... Process …………………………………………………..……. Paraphrasing Exercise ……………………………… Reflect and Understand ………………………………………. Tips on Effective Paraphrasing …………………… Online Paraphrasing Exercise ……………………. Transfer ………………………………………………………… Actual Paraphrasing Exercises ……………………. Know ……………………………………………………………. Ensuring Consistent Quality Service for all Types

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of Customers ……………………………………. Avoiding Sensitive Topics ………………………….. Process ………………………………………………………… Identifying Sensitive Issues …………..……………. Reflect and Understand ………………………………………. Addressing Sensitive Issues ………………….……. Transfer ………………………………………………………… Interview ……………………………………………… Know ……………………………………………………………. Phone Etiquette ……..………………………………. Process ………………………………………………………… Create an Appropriate Opening Spiel …………….. Role Playing Activity ………………………………… Know ……………………………………………………………. Following the Standard Hold Procedure ………..… Transferring a Call …………………...……………… Taking Notes During a Call ……..………………… Making a Lasting Impression ……...………………. Process ………………………………………………………… Standard Hold Procedures …………………………. Reasons for Transferring a Call …………………… Know ……………………………………………………………. Hold Process ………………………………………… Why Call Hold is Necessary ……………………….. Permission Before Placing a Customer on Hold … Reflect and Understand ……….……………………………… Interactive Communication ………………………… Call Simulation ………………………………………. Know ……………………………………………………………. Handle Customers’ Complaints ……………………. Preliminary Activity ………………………………….. Protocols for Handling Difficult Or Irate Customers …………………………………. Process of Handling Customer Inquiries …………. Acknowledging the Situation and Providing Appropriate Response …………………………. Process ………………………………………………………… Review Handling Customer Complaints ………….. Research Work ………………………………………

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Reflect and Understand ………………………………………. Film Viewing …………………………………………. Transfer ………………………………………………………… Simulation ……………………………………………. Know ……………………………………………………………. Process of Referral or Handing Off Customers to Supervisors ……………………………………… Process ……….………………………………………………... Review Handling Off Customers …………………... Reflect and Understand ………………………………………. Interview of Contact Center Representative ……... Transfer ………………………………………………………… Proposed Action Plan of Handling Customer Complaints ………………………………………. Know ……………………………………………………………. Provide After-Sales Support and Document Events ………………………………………………… Preliminary Activity ………………………………….. Ensure Customer Satisfaction by Making A Return Call ……………………………………. Discuss Actions Necessary to Resolve Complaints and Confirm with the Customer ……………….. Process ………………………………………………………… Frequently Ask Questions (FAQs) Webpage …….. Reflect and Understand …………………………………….… Reaction from an Underground Customer Revolution ………………........................................ Transfer ………………………………………………………… Short Skit of Customer Service Satisfaction .......... Know ……………………………..………………………….…. Documentation Procedure …………………………. Initiate Follow-up Action to Ensure That Agreements with Customers are Implemented ..… Document Actions and Resolutions Agreed-upon with the Customer in Accordance with Company Procedures ……………………......... Process ………………………………………………………… Log of Accident ……………………………………… Document an Agreement …………………….……..

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Reflect and Understand …………………………..………….. Interview of Contact Center Representative ……... Transfer ………………………………….…………………….. Simulation …………….……………………………… Summary of Lesson …………….…………………………….. Summative Test ……………………………………………….. Glossary ………………………………………………………... References …………………………………………………….. Acknowledgement ……………………………………………..

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Personal Entrepreneurial Competencies (PECs) Content Standards

Performance Standards

The learner demonstrates The learner independently creates a understanding of one’s PECs in plan of action that strengthens Contact Center Services. and/or further develops his/her PECs in Contact Center Services.

Quarter I

Time Allotment: 4 hours Module 1 Personal Entrepreneurial Competencies

Introduction In this module, you will learn more about entrepreneurship and the entrepreneurial competencies related to Contact Center Services. You will have a first-hand experience in educational activities leading to assessment of your personal entrepreneurial competencies (PECs) and the entrepreneurial competencies of a successful telemarketing or call center representative within your province. You will also have several activities that will align your competencies with those of successful practitioners. Moreover, this module will encourage you to think about entrepreneurship and its role in the business community as well as in the economic and social development of an individual. To start with this module, let us first understand entrepreneurs and entrepreneurship. Entrepreneurs are those with the skills and capabilities to see and evaluate business opportunities. They are individuals who can strategically identify products or services needed by the community, and have the capacity to deliver them at the right time and at the right place. Entrepreneurs are agents of economic change; they organize, manage, and assume risks of a business. Some of the good qualities of entrepreneurs are: opportunity-seeker, risk-taker, goal-setter, excellent planner, confident problem-solver, hardworking, persistent and committed.

ICT- CONTACT CENTER SERVICES- Grade 10 1

Entrepreneurship, on the other hand, is not just a simple business activity but a strategic process of innovation and new product creation. Basically, entrepreneurship is both an art and science of converting business ideas into marketable products or services to improve the quality of living. Now that you have background knowledge about entrepreneurs and entrepreneurship, you can now walk through in assessing your PECs. Always remember that successful entrepreneurs continuously develop and improve their PECs. To begin, let us find out the competencies you will have gained upon completion of this module. Objectives At the end of this module, you are expected to:   

identify areas for improvement, development, and growth, align your PECs according to your business or career choice, and create a plan of action that ensures success in your business or career choice. Now try to take the first challenge in this module, the pre assessment.

Pre-assessment As part of your initial activity, try to assess your prior knowledge and experience related to personal entrepreneurial competencies. Answer Task 1. Task 1: Matching Type Directions: Match the entrepreneurial competencies in column A with their meaning in column B. Write the letter of the correct answer on the space provided before each number. A

B

____1. Creative

A. makes wise decisions towards the set objectives

____2. Profit-oriented

B. strategic thinking and setting of goals

____3. Disciplined

C. trusting in one’s ability


____4. Sound decision maker

D. adoptable to change

____5. Possess people skills

E. innovates to have an edge over other competitors

____6. Excellent Planner

F. solid dedication

____7. Confident

G. skillful in record keeping

____8. Hardworking

H. always sticks to the plan

____9. Ability to accept change

I. work diligently

____10. Committed

J. effective and efficient communication skills and relates well to people K. always looking for an opportunity to have/earn income.

Task 2: Guide Questions Directions: The following are guide questions which covers the entire module. Write your answers on your assignment notebook. Discuss / share these to the class. A. Explain why entrepreneurial activities are important to social development and economy progress. B. What entrepreneurial activities related to Contact Center Services do you know and are capable of doing? C. If you were given the opportunity to own a business that relates to Contact Center Services, do you think you will be confident to manage it? Explain your answer. D. What do you think are the most important competencies one must possess in order to be successful in running a chosen business? E. Name successful entrepreneurs from your province whose businesses are related to Contact Center Services. Make sure you will be able to share with the class the PECs that made them successful.


After all the guide questions are answered, share these with your classmates. You may also compare your insigths, personal knowledge, and relevant experiences on the topic to make the sharing more exciting and engaging. Learning Goals and Targets After understanding the objectives of this module, having gone through pre-assessment, and answering the guide questions, you will be asked to set your own personal goals and targets. These goals and targets will urge you to further achieve the ultimate objective of this module. In the end, these ultimate goals will motivate you to learn more about PECs.

Goals and Targets

Learning Activities

Ultimate Goal

Figure 1: Strategic process to achieve the objectives of this module Reading Resources and Instructional Activities After setting your own personal goals and targets in achieving the objectives of this module, check your inherent knowledge of PECs. Answer the following guide questions with the help of your classmates. Task 3: Group Activity Directions: Answer the following guide questions on a separate sheet of paper. Share your answers with the class. 1. Explain the importance of assessing one’s PECs before engaging in a particular entrepreneurial activity. _________________________________________________________ _________________________________________________________ ________________________________________________________.


2. Are there other strategies or approaches where you can assess your PECs? Explain how these strategies will become more useful in selecting a viable business venture. _________________________________________________________ _________________________________________________________ ________________________________________________________. 3. What are the desirable personal characteristics, attributes, lifestyles, skills, and traits of a prospective entrepreneur? Why are these important? _________________________________________________________ _________________________________________________________ ________________________________________________________. 4. Why is there a need to assess one’s PECs in terms of characteristics, attributes, lifestyles, skills, and traits before starting a particular business? _________________________________________________________ _________________________________________________________ ________________________________________________________. 5. What is the significance of evaluating PECs of a successful entrepreneur? What helpful insights can you draw from this activity? ________________________________________________________ ________________________________________________________ ________________________________________________________.

How was your experience in answering the guide questions with your classmates? Were you able to benefit from them? What were the insights you have realized? This time you’re going to study the different topics that will enrich your knowledge of PECs. Read all the important details about the succeeding topic carefully.


Know Assessment of Personal Entrepreneurial Competencies (PECs) and Skills vis-à-vis a Practicing Entrepreneur in a Province Entrepreneurial competencies refer to the important characteristics that should be possessed by an individual in order to perform entrepreneurial functions effectively. In this module, you will learn some of the most important characteristics, attributes, lifestyle, skills and traits of a successful entrepreneur or an employee to be successful in a chosen career. Below are few important characteristics / traits / attributes of a good entrepreneur: 

Hardworking: One of the important characteristics of a good entrepreneur is hardworking. This means working diligently and being consistent about it. Hardworking people keep improving their performance to produce good products and/or provide good services.



Confident: Entrepreneurs have self-reliance in one’s ability and judgment. They exhibit self-confidence to cope with the risks of operating their own business.



Disciplined: Successful entrepreneurs always stick to the plan and fight the temptation to do what is unimportant.



Committed: Good entrepreneurs assume full responsibility over their business. They give full commitment and solid dedication to make the business successful.



Ability to accept change: Nothing is permanent but change. Change occurs frequently. When you own a business, you should cope with and thrive on changes. Capitalize on positive changes to make your business grow.



Creative: An entrepreneur should be creative and innovative to stay in the business and in order to have an edge over the other competitors.




Has the initiative: An entrepreneur takes the initiative. You must put yourself in a position where you are responsible for the failure or success of your business.



Profit-oriented: An entrepreneur enters the world of business to generate profit or additional income. The business shall become your bread and butter. Therefore, you must see to it that the business can generate income.

Listed below are the important skills of a successful entrepreneur: 

Excellent planner: Planning involves strategic thinking and goal setting to achieve objectives by carefully maximizing all the available resources. A good entrepreneur develops and follows the steps in the plans diligently to realize goals. A good entrepreneur knows that planning is an effective skill only when combined with action.



Possesses people skills: This is a very important skill needed to be successful in any kind of business. People skills refer to effective and efficient communication and establishing good relationship to the people working in and out of your business. In day-to-day business transactions, you need to deal with people. A well-developed interpersonal skill can make a huge difference between success and failure of the business.



Sound decision maker: Successful entrepreneurs have the ability to think quickly and to make wise decisions towards a pre-determined set of objectives. No one can deny that the ability to make wise decisions is an important skill that an entrepreneur should possess. Sound decisions should be based on given facts and information and lead towards the pre-determined objectives.

Process To firm up what you have learned and have a better appreciation of the different entrepreneurial competencies, read the PECs checklist below, then answer the same.


Task 4: PECs Checklist Directions: Using the PECs checklist, assess yourself by putting a check ( ) mark in either strengths or development areas column. Interpret the results by counting the total number of check marks in each of the columns. After accomplishing the checklist, form a group and share your insights on the result of the personal assessment. Table 1: PECs Checklist Personal Assessment in terms of: Personal Entrepreneurial Competencies (PECs) of an Entrepreneur

Strengths

Hardworking - Works diligently Confident - Self-reliance in one’s ability Disciplined - Always stick to the plan Committed - Solid dedication Ability to accept changes - Adaptable Creative - Innovative to have edge over other competitors Profit-oriented - Always looking for an opportunity to have/earn income Excellent planner - Strategic thinking and setting of goals ICT- CONTACT CENTER SERVICES- Grade 10 8

Development Areas

Possess people skill - Effective and efficient communication skills and relates well to people Sound decision maker - Makes wise decisions towards the set objectives TOTAL Interpretation or Insight: ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ _________________________________________________.

Reflect and Understand How was your experience in discovering the strengths and the areas you need to develop? Did you gain a valuable experience in exchanging insights with your classmates? To learn more and deepen your understanding of PECs, do task 5 below. Task 5: Interview Directions: In your province, interview a successful telemarketing or call center representative or entrepreneur whose type of business is related with contact center services. Focus your questions on PECs and other businessrelated attributes that helped them become successful. Analyze the results of the interview and reflect on the similarities and/or differences. Write your answer on a separate sheet of paper.


Sample Interview Guide Name of Proprietor/Practitioner: ____________________________________ Age: _______________ Number of Years in Business: _________________ Business Name: ________________________________________________ Business Address: ______________________________________________ 1. What preparations did you make before you engaged in this type of business or job? ________________________________________________________ ________________________________________________________ _______________________________________________________. 2. What special skills and characteristics do you have that are related with your business or job? ________________________________________________________ ________________________________________________________ _______________________________________________________. 3. How did you solve business-related problems during the early years of your business operation? ________________________________________________________ ________________________________________________________ _______________________________________________________. 4. Did you follow the tips from a successful businessman or practitioner before you engaged in your business? ________________________________________________________ ________________________________________________________ _______________________________________________________. 5. What best business practices can you share with aspiring entrepreneurs? ________________________________________________________ ________________________________________________________ _______________________________________________________. 6. What do you think are the salient characteristics, attributes, lifestyle, skills and traits that made you successful in your business or job? ________________________________________________________ ________________________________________________________ ______________________________________________________.


Directions: Copy the tables below in your notebook or in a separate sheet of paper. Gather the needed information from the interview to supply answer/s to row 1 in the table below, after which, fill out the second row with your PECs. Personal Entrepreneurial Competencies

Characteristics

Attributes

Lifestyles

Skills

Traits

Successful Entrepreneur in the province My PECs

Using the information on the table above, analyze and reflect on the similarities and differences in your answers. Put your reflection on the table you copied in your notebook or in a separate sheet of paper. Write your conclusion on the space provided. Personal Entrepreneurial Competencies

Similarities

Differences

Characteristics Attributes Lifestyles Skills Traits


Conclusion: ________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ _____________________________________________________________.

Transfer After performing the activities on the importance of PECs, let’s determine how much you have learned. Perform task 6 to determine how well you have understood the lesson. Task 6: Preparation of a Plan of Action Directions: Use in a separate sheet of paper / in your notebook the information generated from task 5 (Interview) and prepare an action plan that indicates alignment of your PECs to the PECs of a successful entrepreneur in contact center services in your province.

Objective

Area

Activities

Strategies

Time Frame

To align my Characteristics PECs with the PECs of a successful entrepreneur Skills in contact center services Attribute

Traits


Expected Outcome

Task 7: Essential Questions Directions: Read and study the following questions below. You may use a separate sheet of paper or your notebook to write your answers. 1. Why is there a need to compare and align one’s PECs with the PECs of a successful entrepreneur? ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ _______________________________________________________. 2. How does your action plan help sustain your strong PECs and/or address your development areas? ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ _______________________________________________________. 3. What plan of action will you utilize to address your development areas? ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ _______________________________________________________.


ENVIRONMENT AND MARKET (EM) Content Standards

Performance Standards

The learner demonstrates understanding of environment and market in Contact Center Services in one’s province.

The learner independently creates a business vicinity map reflective of potential market in Contact Center Services in a province.

Quarter I

Time Allotment: 4 hours Module 2 Environment and Market

Introduction Aspiring entrepreneur need to explore the economic, cultural, and social conditions prevailing in an area. Needs and wants of the people in a certain area that are not met may be considered business opportunities. Identifying the needs of the community, its resources, available raw materials, skills, and appropriate technology can help a new entrepreneur seize business opportunities. To be successful in any kind of business venture, potential entrepreneurs should look closely at the environment and market. They should always be watchful of existing opportunities and constraints, and to take calculated risks. The opportunities in the business environment are factors that provide possibilities for a business to expand and make more profit. Constraints, on the other hand, are factors that limit business growth, hence reduce the chance of generating profit. One of the best ways to evaluate opportunities and constraints is to conduct a Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis. SWOT Analysis is a managerial tool used to assess the environment. It is used to gather important information which is then used in strategic planning. Strengths and weaknesses are internal in an organization. They relate to resources owned by an organization that you have control over and also the extent of its marketing. ICT- CONTACT CENTER SERVICES- Grade 10 14

Opportunities and threats exist in the external environment. Opportunities relate to the market, new technologies, and the external factors such as government policies, climate, and trends. Threats replace what the competitors are doing. It also includes legal and other constraints. Now that you have read some important considerations to explore to be successful in any business, you are now ready to explore more about the environment and market. To begin with, let’s find out the competencies that you will master as you finish this module. Objectives At the end of this module, you are expected to:     

identify what is of “value” to the customer, identify the customer to sell to, explain what makes a product unique and competitive, apply creativity and innovative techniques to develop marketable products, and employ a unique selling proposition (USP) to a product and/or service.

Now that you have an idea about the things you will learn, take the first challenge in this module – the pre-assessment.


Pre-assessment Task 1: Multiple Choice DIRECTIONS: Choose the letter of the best answer. Write your answer on a separate sheet of paper. 1. It is generated by examining the goods and services sold in the community. A. business creation C. business concept B. business pricing D. business idea 2. It is a process of making new products which will be sold to the customers. A. product analysis C. product development B. product conceptualization D. product implementation 3. These are luxuries, advantages and desires that every individual considers beyond necessary. A. wants C. requirements B. desires D. needs 4. It is a factor or consideration presented by a seller as the reason that a product or service is different from and better than that of the competition. A. unique selling plan C. unique pricing policy B. unique selling proposition D. finding value-added 5. A stage in which the needs of the target market are identified, reviewed, and evaluated. A. concept development C. project development B. economic analysis D. refine specification 6. It is the introduction of new ideas to make the product and services more attractive and saleable to the target customers. A. new idea C. product development B. creativity D. innovation 7. It is a managerial tool used to assess the environment and to gather important information that can be used for strategic planning. A. scanning C. WOTS Analysis B. SWOT Analysis D. survey analysis


8. It is creating names, symbol, or designs that identifies and differentiates a product from the other products. A. product naming C. branding B. unique selling proposition D. tagline 9. It is a meaningful and unforgettable statement that captures the essence of the brand. A. product naming C. branding B. unique selling proposition D. tagline 10. These are things that people cannot live without. A. wants C. requirements B. desires D. needs Task 2: Guide Questions: Directions: Read and study the guide questions below. Use a separate sheet of paper to write your answer. 1. How does one determine the product or services to be produced and/or to be provided to the target customers? ________________________________________________________ ________________________________________________________ ________________________________________________________ 2. How does one select an entrepreneurial activity? ________________________________________________________ ________________________________________________________ ________________________________________________________ 3. When can one say that a certain product has “value?” ________________________________________________________ ________________________________________________________ ________________________________________________________ 4. Does applying creativity to your product or services important? Why? ________________________________________________________ ________________________________________________________ ________________________________________________________


5. How can one effectively respond to the needs of the target customer? ________________________________________________________ ________________________________________________________ ________________________________________________________ 6. From the viewpoint of business owner, discuss the importance of scanning the environment and market in generating business ideas. ________________________________________________________ ________________________________________________________ ________________________________________________________ 7. Using self-assessment, explain the level of your confidence in formulating a business idea. ________________________________________________________ ________________________________________________________ ________________________________________________________

After all the guide questions are answered and skills have been mastered, share insights/ideas with your classmates. Discuss your insights, personal knowledge, and relevant experiences on the topic to make it more exciting and engaging.

Learning Goals and Target After reading and understanding the objectives of this module and having gone through the pre-assessment and guide questions, you will be asked to set your own personal goals. These goals will urge you to further achieve the ultimate objective of this module. In the end, these goals will motivate you to learn more about environment and market.

Goals and Targets

Learning Activities

Ultimate Goal

Figure 2: Strategic process to reach the objectives of this module


Reading Resources and Instructional Activities After setting your own personal goals and targets in achieving the objectives of this module, you will have the opportunity to read and learn more about environment and market. You will also be given a chance to do practical exercises and activities to deepen your understanding of the topic.

Know Product Development When we talk of product development, we are referring to a process of making a new product to be sold by a business or enterprise to its customers. Product development may involve modification of an existing product or its presentation, or formulation of an entirely new product that satisfies a newly-defined customer’s needs, wants and/or a market place. The term development in this module refers collectively to the entire process of identifying a market opportunity, creating a product to appeal to the identified market, and testing, modifying, and refining the product until it becomes ready for production. There are basic, yet vital questions that you can ask yourself about product development. When you find acceptable answers to them, you may now say that you are ready to develop a product and/or render services. These questions include the following: 1. 2. 3.

For whom are the product/services aimed at? What benefit will the customers expect from product/service? How will the product/service differ from the existing brand? From its competitor?

In addition, needs and wants of the people within an area should also be taken into big consideration. Everyone has his/her own needs and wants. However, each person has different concepts of needs and wants. Needs in business are the important things that an individual cannot live without in a society. These include: 1. 2. 3. 4.

basic commodities for consumption, clothing and other personal belongings, shelter, sanitation and health, and education. ICT- CONTACT CENTER SERVICES- Grade 10 19

Basic needs are essential to an individual to live with dignity and pride in a community. These needs can obviously help you generate business ideas and subsequently to product development. Wants are desires, luxury and extravagance that signify wealth and expensive way of living. Wants or desires are considered above all the basic necessities of life. Some examples of wants or desires are: fashion accessories, expensive shoes and clothes, travels, eating in an expensive restaurant, watching movies, concerts, having luxurious cars, wearing expensive jewelry and perfume, living in impressive homes, among others. Needs and wants of people are the basic indicators of the kind of business that you may engage in because it can serve as the measure of your success. Some other points that might be considered in business undertakings are the kind of people, their needs, wants, lifestyle, culture and tradition, and their social orientation. To summarize, product development entirely depends on the needs and wants of the customers. Another important issue to deal with is the key concepts of developing a product. The succeeding topic shall enlighten you about the procedure in coming up with a product. Concepts of Developing a Product Concept development is a critical phase in the development of a product. In this stage, the needs of the target market are identified, and competitive products are reviewed before the product specifications are defined. The product concept is selected along with an economic analysis to come up with an outline of how a product is being developed. Figure 3 shows the stages of concept development of a product.


Identify Customer Needs

Establish Target Specifications

Generate Product Concepts

Analyze Competitive Products

Select a Product Concept

Refine Specifications

Perform Economic Analysis

Plan Remaining Development Project

Concept Development

Figure 3: Stages of Concept Development The process of product development follows the following stages: 1. Identify customer needs: Using survey forms, interviews, researches, focus group discussions, and observations, an entrepreneur can easily identify customers’ needs and wants. In this stage, the information that can be possibly gathered are product specifications (performance, taste, size, color, shape, life span of the product, etc.). This stage is very important because it would determine the product to be produced or provided. 2. Establish target specifications: Based on customers' needs and reviews of competitive products, you can now establish target specifications of the prospective new product and/or services. A target specification is essentially a wish-list. 3. Analyze competitive products: It is imperative to analyze existing competitive products to provide important information in establishing product or service specifications. Other products may exhibit successful design attributes that should be emulated or improved upon in the new product or service. 4. Generate product concepts: After having gone through with the previous processes, you may now develop a number of product ICT- CONTACT CENTER SERVICES- Grade 10 21

concepts to illustrate the types of products or services that are technically feasible and will best meet the requirements of the target specifications. 5. Select a product concept: Through the process of evaluation between attributes, a final concept is selected. After the final selection, additional market research can be applied to obtain feedback from certain key customers. 6. Refine product specifications: In this stage, product or services specifications are refined on the basis of input from the foregoing activities. Final specifications are the result of extensive study, expected service life, projected selling price among others are being considered in this stage. 7. Perform economic analysis: Throughout the process of product development, it is very important to always review and estimate the economic implications regarding development expenses, manufacturing costs, and selling price of the product or services to be offered or provided. 8. Plan the remaining development project: In this final stage of concept development, you can prepare a detailed development plan which includes list of activities, necessary resources and expenses, and development schedule with milestones for tracking progress. Finding Value People buy for a reason. There should be something in your product or service that would give consumers a good reason to go back and buy more. There must be something that will make you the best option for target customers; otherwise, they have no reason to buy what you are selling. This implies further, that you offer something to your customers that will make them value your product or service. The value you incorporate in your product is called value proposition. Value proposition is a believable collection of the most persuasive reasons why people should notice you and take the action you’re asking for. It is what gets people moving, what makes people spend for your product or service.


Innovation Innovation is the introduction of something new in your product or service. This may be a new idea, a new method, or a new device. If you want to increase your sales and profit, you must innovate. Some of the possible innovations for your products are change of packaging, improvement of taste, color, size, shape, and perhaps price. Some of the possible innovations in providing services are application of new and improved methods, additional featured services, and possibly freebies. Unique Selling Proposition (USP) Unique Selling Proposition is the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. Before you can begin to sell your product or service to your target customers, you have to sell yourself in it. This is especially important when your product or service is similar to your competitors. USP requires careful analysis of other businesses' ads and marketing messages. If you analyze what they say or what they sell, not just their product or service characteristics, you can learn a great deal about how companies distinguish themselves from competitors. Here's how to discover your USP and how to use it to increase your sales and profit: 

Use empathy: Put yourself in the shoes of your customers. Always focus on the needs of the target customers and forget falling in love with your own product or service. Always remember, you are making/providing this product not for yourself but for the target customers to eventually increase sales and earn profit. Essential question such as what could make them come back and ignore competition, should be asked to oneself. Most possible answers may be focused on quality, availability, convenience, cleanliness, and reliability of the product or service.



Identify customer’s desires. It is very important for you to understand and find out what drives and motivates your customers to buy your product or service. Make some effort to find out, analyze and utilize the information that motivates the customers in their decision to purchase the product or service. ICT- CONTACT CENTER SERVICES- Grade 10 23



Discover customer’s genuine reasons for buying the product. Information is very important in decision making. A competitive entrepreneur always improve their products or services to provide satisfaction and of course retention of customers. As your business grows, you should always consider the process of asking your customers important information and questions that you can use to improve your product or service.

Process To enhance your understanding of the topic previously presented, you will be tasked to form a group and arrange an interview with a successful entrepreneur or practitioner. You have to document this interview and present this to the whole class for reflection and appreciation. Task 3: Interview Directions: Select a successful entrepreneur or practitioner. Conduct an interview using the set of questions below. Document the interview and present it to the class. Use a separate sheet of paper. 1. How did you identify your customers? ________________________________________________________ ________________________________________________________ ________________________________________________________ 2. What were your considerations in selecting your customers? ________________________________________________________ ________________________________________________________ ________________________________________________________ 3. Explain how your product or service became unique to other products. ________________________________________________________ ________________________________________________________ ________________________________________________________ 4. Did you consult somebody before you engaged in this business? Cite / give sample insights that you gained from the consultation. ________________________________________________________ ________________________________________________________ ________________________________________________________ ICT- CONTACT CENTER SERVICES- Grade 10 24

5. What were your preparations before you started the actual business? ________________________________________________________ ________________________________________________________ ________________________________________________________ 6. What creative and innovative techniques did you adapt in the development of your product or service? What was the effect of the innovative techniques to the sales and profits of your business? ________________________________________________________ ________________________________________________________ ________________________________________________________ 7. What strategy did you consider to create a unique selling proposition to your product or service? ________________________________________________________ ________________________________________________________ ________________________________________________________

Reflect and Understand Task 4: Browsing the Internet Directions: To deepen your understanding of the lesson, perform the following tasks: 1. Browse the internet and view the topics related to: a. customers’ needs and wants b. techniques in identifying customers’ needs and wants c. creativity or innovations in products and services d. unique selling proposition e. product development 2. Prepare a short narrative report about these topics and discuss it to the class. You can highlight the aspect that intensifies your knowledge of product development.


Transfer Task 5: Product Conceptualization Directions: In a separate sheet of paper or in your notebook. Develop your own concept of your product or service by using the figures on this page. Use bullets in every stage of product conceptualization in listing important key ideas.

1. Identify Customers Need 7. Prepare a Development Plan

2. Target Specifications

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- Refine Product 6. Specification -

- Analyze a 3. Competitive Product

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5. Select A product Concept

4. Generate Product Concept

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Know Generating Ideas for Business The process of developing and generating a business idea is not a simple process. Some people come up with a bunch of business ideas that are not really feasible. There are two problems that arise; first is the excessive generation of ideas that can forever remain as a dreaming stage and the second is when they don’t have ideas and don’t want to become entrepreneurs. The most optimal way is to have a systematic approach in generating and selecting a business idea that can be transformed into a real business. Here are some basic yet very important considerations that can be used to generate possible ideas for business: 1. Examine existing goods and services. Are you satisfied with the product? What do other people who use the product say about it? How can it be improved? There are many ways of improving a product from the way it is made to the way it is packed and sold. You can also improve the materials used in crafting the product. In addition, you can introduce new ways of using the product, making it more useful and adaptable to the customers’ many needs. When you are improving the product or enhancing it, you are doing an innovation. You can also do an invention by introducing an entirely new product to replace the old one. Business ideas may also be generated by examining what goods and services are sold outside the community. Very often, these products are sold in a form that can still be enhanced or improved. 2. Examine the present and future needs. Look and listen to what the customers, institutions, and communities are missing in terms of goods and services. Sometimes, these needs are already obvious and identified right away. Other needs are not that obvious because they can only be identified later on, in the event of certain development in the community. For example, a province will have its electrification facility in the next six months. Only by that time will the entrepreneur could think of electricallyICT- CONTACT CENTER SERVICES- Grade 10 27

powered or generated business such as photo copying, computer service, digital printing, etc. 3. Examine how the needs are being satisfied. Needs for the products and services are referred to as market demand. To satisfy these needs is to supply the products and services that meet the demands of the market. The term market refers to whoever will use or buy the products or services, and these may be people or institutions such as other businesses, establishments, organizations, or government agencies. There is a very good business opportunity when there is absolutely no supply to a pressing market demand. Businesses or industries in the locality also have needs for goods and services. Their needs for raw materials, maintenance, and other services such as selling and distribution are good sources of ideas for business. 4. Examine the available resources. Observe what materials or skills are available in abundance in your area. A business can be started out of available raw materials by selling them in raw form and by processing and manufacturing them into finished products. For example, in a copraproducing town, there will be many coconut husks and shells available as “waste” products. These can be collected and made into coco rags or doormats and charcoal bricks and sold profitably outside the community. A group of people in your neighborhood may have some special skills that can be harnessed for business. For example, women in the Mountain Province possess loom weaving skills that have been passed on from one generation to another. Some communities set up weaving businesses to produce blankets, decorative, and various souvenir items for sale to tourists and lowlanders. Business ideas can come from your own skills. The work and experience you may have in agricultural arts, industrial arts, home economics, or ICT classes will provide you with business opportunities to acquire the needed skills which will earn you extra income should you decide to engage in income-generating activities. With your skills, you may also tinker around with various things in your spare time. Many products are invented this way.


5. Read magazines, news articles, and other publications on new products and techniques or advances in technology. You can pick up new business ideas from magazines such as Newsweek, Reader’s Digest, Business Magazines, “Go Negosyo”, Know About Business (KAB) materials, and Small-Industry Journal. The Internet also serves as a library where you may browse and surf on possible businesses. It will also guide you on how to put the right product in the right place, at the right price, and at the right time. Key Concepts of Selecting a Business Idea Once you have identified business opportunities, you will eventually see that there are many possibilities available for you. It is very unlikely that you will have enough resources to pursue all of them at once. You have to select the most promising one among hundreds of ideas. It will be good to do this in stages. In the first stage, you screen your ideas to narrow them down to about few choices. In the next stage, trim down the choices to two options. In the final stage, choose between the two and decide which business idea is worth pursuing. In screening your ideas, examine each one in terms of the following guide questions: 1. How much capital is needed to put up the business? 2. Where should the business be located? 3. How big is the demand for the product? Do many people need this product and will continue to need it for a long time? 4. How is the demand met? Who are processing the products to meet the needs (competition or demand)? How much of the need is now being met (supply)? 5. Do you have the background and experiences needed to run this particular business? 6. Will the business be legal and not against any existing or foreseeable government regulation? 7. Is the business in line with your interest and expertise? Your answers to these questions will be helpful in screening which ones among your many ideas are worth examining further and worth pursuing. ICT- CONTACT CENTER SERVICES- Grade 10 29

Branding Branding is a marketing practice of creating a name, a symbol or design that identifies and differentiates product or services from the rest. It is also a promise to your customers. It tells them what they can expect from your product or service and it differentiates your offerings from other competitors. Your brand is derived from who you are, who you want to be and what people perceive you to be. Branding is one of the most important aspects in any business. An effective brand strategy gives you a major edge in increasingly competitive markets. A good product can: - deliver message clearly, - confirm credibility, - connect to target prospect, - motivate buyers, and - concretize user loyalty. Here are simple tips to publicize your brand: 

Develop a tagline. Write a statement that is meaningful, impressive, and easy to remember to capture the essence of your brand.

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Design a logo. Create a logo symbolic of your business and consistent with your tagline and displace it strategically.

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Write a brand message. Select a key message to communicate about your brand.

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Sustain a brand quality. Deliver a promise of quality through your brand.

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Practice consistency. Be reliable and consistent to what your brand means in your business.


Process In generating a business idea, you should first identify the type of business suited to your business idea. You should analyze and scan the potential environment, study the marketing practices and strategies of your competitors, analyze strengths, weaknesses, opportunities, and threats in your environment to ensure that the products or services you are planning to offer will be patronized and within easy reach of target consumers. How to conduct SWOT Analysis: 

Be realistic about the strengths and weaknesses of your business when conducting SWOT Analysis.



SWOT Analysis should distinguish between where your business is today, and where it can be in the future. SWOT Analysis should always be specific. Avoid any gray areas. Always apply SWOT Analysis in relation to your competition, i.e. better than or worse than your competition. Keep your SWOT Analysis short and simple. Avoid complexity and over analysis.

   

SWOT Analysis is subjective.

Task 6: SWOT Analysis Directions: In a separate sheet of paper or in your notebook list down all your observations for your business idea. Categorize your observations according to strengths, weakness, opportunities and treats. After carefully listing them down, use the stated strategies to come up with a sound analysis, activities and best business idea.


Strength (S) -

Weaknesses (W) -

Opportunities (O) -

Threats (T) -

Strategies:  

SW - Maximize on the Strengths to overcome the internal Weakness. OW - Capitalize on the Opportunities to eliminate the internal Weakness.

 

ST OT

- Maximize on your Strengths to eliminate the external Threats. - Take advantage of the available Opportunities to eliminate the external Threats.

Analysis: __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________

Activities: __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________


My Best Business Idea: __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________

Reflect and Understand To deepen your understanding of the topics previously discussed, you will be asked to perform the following activities: Task 7: Extra Reading and Video Viewing Reading books and watching videos have been considered as some of the most effective educational activities that can help learners broaden their understanding on a certain topic. In this particular task, you will be asked to conduct extra reading and video viewing on the Internet with the following topics: A. Steps in selecting a business idea B. Criteria of a viable business idea C. Benefits of a good brand D. Ways on developing a brand After successfully performing the assigned task, make a narrative report about it and share it with the class.

Transfer Task 8: Designing a Logo Directions: In a separate sheet of paper or in your notebook draw a logo that you will use in your business. Provide a simple statement to describe your logo.


Logo

Tagline

Task 9: Making My Own Vicinity Map Directions: In a separate sheet of paper or in your notebook draw a vicinity map reflective of potential market in Contact Center Services in your province. Provide a simple statement to describe your map.

Vicinity Map


Content Standard

Performance Standard

The learner demonstrates understanding of concepts and underlying principles in communicating effectively in English.

The learner independently demonstrates the proper skills of communicating effectively in the English language in accordance with company policies.

Quarter I, II

Time Allotment: 100 hours

MODULE 3 COMMUNICATING EFFECTIVELY IN ENGLISH Introduction Technology and Livelihood Education (TLE) is a K to12 Basic Education Curriculum subject area that offers students like you opportunities to be active members of the entrepreneurial society. One area of this discipline is the Information and Communications Technology (ICT). This module will focus on ICT specialization – CONTACT CENTER SERVICES. Contact Center Services industry is the fastest growing industry in the Philippines. The CCS industry is part of the outsourcing industry where big companies subcontract a part of their department off-shore. The industry has provided many Filipinos with stable jobs. More so, the industry has helped in augmenting the economy of the country. It has been forecasted that the Outsourcing Industry will continue to grow rapidly in the coming years. According to the British Broadcasting Company, the Philippines outranked India in providing professionals in CCS in 2012. Currently, the country is still counting on this industry to drive the formation of new jobs.

ICT – CONTACT CENTER SERVICES – Grade 10 35

Why do Contact Center and Business Process Outsourcing companies choose the Philippines? We, Filipinos, have the potentials to develop excellent communication skills. Moreover, we are highly trainable in terms of our speaking and listening skills. This module is carefully designed to develop your communication skills in English, both written and spoken media. Included in this module are lessons about communication pathways, elements of communication, barriers to communication, oral and listening skills, grammar, writing skills, voice and accent, and communication cues. Achievement of the objectives of this course will make you more marketable in the field of Contact Center Services. This module will help students like you develop the skill of effective communication which is vital in the field of Contact Center Services. To communicate using words, whether written or spoken, is the primary responsibility of a Contact Center Service provider. It is part of his/her daily task, whether inbound or outbound. The communication process is a two-way street that entails careful choice of words, proper delivery, and an open mind.

OBJECTIVES At the end of this module, you are expected to:  analyze communication process,  communicate and listen effectively, and  use paralanguage communication cues.

PRE-ASSESSMENT Let us first assess your entry level knowledge and skills regarding this lesson. It is important to identify your strengths and weaknesses in communicating so that you know where and what to improve. Answer the following tests honestly.


I.

SURVEY 1 Oral communication skills This survey provides opportunities for you to check areas of your oral communication skills. It is a guide to help you diagnose your strengths and difficulties. On each of the item, rate yourself on the scale of 1-10, with 10 being the highest. Do this on a separate sheet of paper.

Elements of Oral Parameter Communication

Rating

Consonants

I do not pronouncing clusters.

have problems any consonants

in or

Vowels

I can pronounce vowel sounds clearly and fluently.

Syllables and/or I can clearly pronounce syllables and grammatical grammatical endings such as –d and endings –ed. My word stress falls on the right Word stress syllables all the time. Rhythm sentences

in I speak in a natural rhythm that does not sound abrupt or choppy.

Focus and special I use emphatic stress to indicate key emphasis words, contrasts (not only/all), etc. (Prominence) Intonation/Pitch

My tone rises and falls in the appropriate parts of my statement. I do not sound monotonous.

Thought groups and I pause at commas and other linking appropriate parts of the statement.


Delivery (rate of I am aware when to speak loud, soft, speech, loudness) fast, or slow.

My score

II.

SURVEY 2 Written communication skills For each item below, please rate your abilities in a scale of 1 to 5 (5 being the highest). Circle your choice. Do this on a separate sheet of paper. 1=never or almost never true for me 2=usually not true for me 3=somewhat true for me 4=usually true for me 5=always or almost always true for me I can write a good paragraph.

1 2 3 4 5 1 2 3 4 5

I can use appropriate vocabulary and word forms to effectively communicate with the reader. 1 2 3 4 5 I can use appropriate punctuations in my sentences. 1 2 3 4 5 I know how to spell words, even unfamiliar ones. 1 2 3 4 5 I can make self-corrections on my grammar. 1 2 3 4 5 I can write quickly in English. ICT – CONTACT CENTER SERVICES – Grade 10 38

1 2 3 4 5 I can edit my writing to improve the wording, grammar, punctuation, and spelling. 1 2 3 4 5 I can arrange my ideas logically.

My score

ORAL COMMUNICATION SKILLS Level

Description

Exceptional

Can vary intonation and place sentence stress correctly in order to express finer shades of meaning. Has a clear, natural pronunciation and intonation. Pronunciation is comprehensible even if accent is not neutralized and occasional mispronunciations occur. Pronunciation is generally clear enough to be understood despite a noticeable non-native English speaker accent, but conversational partners will need to ask for repetition from time to time. Pronunciation is sometimes difficult to understand by conversation partners especially native English speakers because of limited knowledge of tone, stress and intonation.

Score 76 – 90

61 – 75 46 – 60

31 – 45

Above-average Average

Weak

Poor 30 and below


WRITTEN COMMUNICATION Level

Description

Exceptional

Can write clear, smoothly flowing, complex sentences in a logical structure which helps the reader to easily find significant points. Can write clear, well-structured sentences about a subject, stating reasons and relevant examples, and making an appropriate conclusion. Can write connected texts about the same subject by linking a series of shorter sentences into a cohesive and coherent paragraph. Can write a series of simple phrases and sentences linked with simple connectors. Can write simple isolated phrases and sentences.

Score 36 – 40

Above-average 31 - 35

Average 21 - 30

Weak 11 - 20 Poor 10 and below

Now that you have assessed your level in communication skills, you may now start studying the lessons. Keep in mind the specific areas that you need to improve on.


LEARNING GOALS AND TARGET Before you begin your journey in this module, it is important to set your personal goals and targets based on what you have read in the introduction of this module. Let the objectives be your guide in setting your personal goals.

Goal 1

Goal 2

Goal 3

Goal 4

Goal 5

Lesson 1. Analyze Communication Process There are several ways to communicate and share information and message nowadays. With the advent of technology, communication is not only limited to verbal and written way. One may also send a message through electronic methods such as e-mail, chat, and the like. In this part of the module, you will explore the different ways to communicate and the different pathways of communication in the Contact Center Service industry. Preliminary Activities Answer the following questions in your notebook. 1. Imagine you are working as a Contact Center Service representative. List down the different ways you communicate in the workplace. 2. Identify the people that you communicate with in the workplace. ICT – CONTACT CENTER SERVICES – Grade 10 41

1.1 Communication Pathways More often than not, Contact Center Services providers communicate verbally. Verbal communication in this industry may occur in phone or in person. In this type of communication, the message is transmitted verbally. Hence, it is important to remember the acronym KISS (Keep it short and simple). For example: A. I understand that you lost the receipt but we have to follow the standard procedure regarding return of items without receipt. B. I understand your concern. However, we have procedures to follow regarding the matter. Statements A and B contain the same message. However, statement B transmits the message in a simpler yet more concise way. Verbal communication may either be oral or written. Written communication is also a common form of communication. These are printed messages such as memos, proposals, training manuals, company policies, and letters. Written communication is asynchronous, which means that it occurs at different times. The sender may write a message that the receiver may read anytime. Oral communication occurs in telephone calls. Call handling skills are the skills that you have to possess to be part of the Contact Center Service industry. E-mails and other electronic methods of sending message can be classified under written communication. An E-mail is the inter-office and inter-organization mail system. It is a system of worldwide electronic communication in which a computer user can compose a message at one terminal that can be regenerated at the recipient’s terminal. E-mails are also ICT – CONTACT CENTER SERVICES – Grade 10 42

asynchronous. Businesses nowadays rely on the use of e-mail as a form of communication internally (within the company) and externally (outside the company). Let us compare the different types of communication. Look at table 2 below. Table 2. Advantages and Disadvantages of the Different Ways to Communicate Ways to Communicate

Advantage

Oral communication



Brings quick feedback

Written communication

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Messages can be edited before sending Can be saved for later study

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Electronic communication



Disregards aspect distance

the of

Disadvantage  Speaker is usually unable to process message before speaking  Does not bring instant feedback  Takes time to prepare and requires writing ability  Relies on good internet connection

It is also important to identify your communication pathways as a Contact Center Services provider. In this industry your, primary communication pathway, is from you as an agent to your customer. In this pathway you will be maximizing the use of oral communication since most of your customers are located off-shore. Nevertheless, you are not limited to this pathway. Communicating with the people around you in the workplace is also a part of your job. You communicate, whether oral or written, with your supervisors, peers, and subordinates.


Below are helpful tips for you to consider in establishing good communication among your customers or anybody else in your workplace. You must be:                 

alert pleasant polite friendly fair thoughtful cooperative humble tolerant and considerate loyal sensitive honest show self-control flexible and adaptable punctual enthusiastic responsible

No matter what form of communication you intend to use or which communication pathway you use, always remember that the key to a good communication is courtesy. Be courteous all the time.

.


Process Task 1. Modified True or False Directions: Read the following statements about communication. Tell whether the statement is true or false. Write TRUE if the statement is correct. Otherwise, rewrite the statement to correct it. Do this on your notebook. 1. 2. 3. 4.

The fastest way to get a response is through written communication. Written communication is synchronous. Oral and written communication are both verbal communication. The primary communication pathway used in the Contact Center Services industry is from agent to supervisor. 5. The use of electronic communication disregards the aspect of distance. 6. It is important to be simple and concise when communicating. 7. E-mail and other electronic forms of messages can be classified as oral communication. 8. Examples of written communication are memos, proposals, training manuals, company policies, and phone calls. 9. Most industries and businesses rely on the use of email for internal and external communication. 10. One advantage of oral communication is the lack of time for the speaker to process the message before delivery.

Reflect and Understand Task 2: CHOOSE THE BEST Directions: Below are scenarios that you may encounter when you become a part of the contact service industry. Imagine that you are already working as a contact center agent. You may encounter the following situations. Identify the best type of communication that should be used. Provide reasons for choosing it. Do this in a separate sheet of paper.


SITUATION

TYPE OF COMMUNICATION

REASON FOR CHOOSING

1. You exceeded the allowed number of minutes for late in a month. You received a written warning asking you to provide an explanation for your tardiness. 2. Mrs. Smith requested to be regularly updated with the sale events and promotions of the Yellow Star, which is an online store. 3. You were in the middle of a call when all of a sudden the line got disconnected.


1.2 Elements of Communication PRELIMINARY ACTIVITY Communication is a process that involves different elements which affect message transmission and message quality. Before we begin the lesson, try to recall the last time you communicated with another person. Below is an unlabelled illustration of the communication process. Try to fill it in with your idea of the elements included in the process.

FEEDBACK LOOP

Communication is a process where the message is packaged, channelled, and conveyed by a sender to a receiver through a certain medium. It is a process in the sense that steps have to be done in a particular order.


Examine the figure below. Figure 4 The Communication Process

How many elements of communication process do you see?

The communication process has the following elements: 1. Message Message is the most essential part of the communication process. A message may come in different forms such as a letter, a phone call, a video presentation, an email, or a face-to-face interaction. It is not what the sender intends it to be but how the receiver understood the information he/she received. Therefore, the sender should carefully craft his/her message using good grammar and proper choice of words.


Example:  an order  your new schedule  a co-worker’s request 2. Sender The sender initiates the communication. He/she decides what message to send and in what medium the message will be sent. It is the job of the sender to encode the message. In doing so, the sender should always keep in mind an understanding of who the receiver is to make the information more relevant and appropriate. Example:  the client or customer placing an order  your supervisor giving a memo  your co-worker sending an email 3. Transmission medium Transmission medium is the immediate form in which the message is being communicated. Message may be communicated in the form of a letter, a voice call, or an e-mail. Example:  a phone call  a memo  an e-mail 4. Recipient Recipient or the receiver is the party to whom the message is intended to. He/she is the one who interprets the message. The recipient/receiver may not necessarily be an individual person. A recipient may also be a group of people such as an audience. Example:   

a customer sales representative an employee a fellow co-worker


5. Noise Anything that interferes with the communication process between the sender and the recipient is called noise. Noise, sometimes called interference, may change the meaning of the message sent. Most of the time, message is not received exactly the way the sender intends it to be. The presence of noise in all aspects of communication makes it impossible. Noise can either be internal or external. External noise refers to the physical environment which includes physiological condition while internal noise includes psychological noise. An example of psychological noise is a divided attention of a recipient. Example:     

loud music from the radio (external) on-going construction outside the office (external) an agent is hungry (external) an agent is thinking of her sick puppy while on a call (internal) an interviewee who has low self-esteem (internal)

6. Context Context is the personal background of the communicators or the background of a communicative situation that may affect the transmission of message. Example:  gender preference  race  religious beliefs  educational attainment  during a war  during a crisis


Process

TASK 1: POOL UP Directions: Identify the element of communication described in each number. Choose your answer from the pool of words inside the box. Do this in a separate sheet of paper 1. It is the communication background that may affect the transmission of

message. 2. It is the person to whom the message is intended to. 3. It is the immediate form in which the message is transmitted. 4. It is how the receiver understood the information he received. 5. It is the person who initiates the communication. 6. It can be anything that interferes with the communication process.

sender

message

barrier

recipient

context

feedback

medium

noise


Reflect and Understand TASK 2. ELEMENTS OF COMMUNICATION Directions: Below is a form of written communication. Identify the different elements in the letter by accomplishing the table that follows. Do this in a separate sheet of paper. Mr. Jack Hunt Credit Department, Zassy Mall 2100 Clarendon Boulevard, Suite 414 Arlington, VA 22201 RE: Refund for Receipt No. 2885 Dear Mr. Hunt: I am writing this letter to follow up on the refund from my purchase last December 13, 2013. I already called the customer service, but no action was done. I was given report number 321 if I want to check the status of my refund. I am hoping that by writing your office, necessary actions will be taken. I attached a copy of my receipt that contains my transaction number. I am hoping for your appropriate response. Sincerely, Lisa Mcneil


Elements of Communication Sender Recipient Message Transmission medium

Know PRELIMINARY ACTIVITY There are times when communicating with others becomes a difficult task. There will always be hindrances to communication. Before we start the next lesson, think of the things that usually hinder a good communication process. List down the things that impede understanding of the. Do this on your notebook.

1.3 Barriers to Communication Communication is not a one-way street. Barriers may come from both ends of the communication line. They are always present. A person with good communication skill can identify the presence of these barriers and take necessary actions to avoid, if not to eliminate them. The most common and easiest to identify among the barriers to communication is noise. It has been an indispensable in the communication process which has already been discussed in the previous lesson. External noise, which may be physical noise, can immediately affect the quality of ICT – CONTACT CENTER SERVICES – Grade 10 53

communication. It may be a radio turned up high, an ongoing construction outside your office building, or even your co-worker next you tapping his hand on the desk. These kinds of noise make it difficult for you to understand your caller and they also make it difficult for your caller to understand you. In order to resolve the problem caused by noise barriers, you can do the following: 1. If the problem is with your caller, it is acceptable if you inform them by saying, “Mr. Mcneil, I am having trouble hearing you. Can you please (tell the caller what to do)? 2. If the problem is coming from your end, it is best to identify the source of the noise and fix it immediately. Time can also be a barrier to communication. It affects communication most especially in written communication. Letters and memoranda not sent or received at the right time may cause major misunderstanding between the communicators. If an employee fails to provide a letter of explanation because he/she did not receive the memorandum on time, he or she may get dismissed from work. In addition, time can also affect the quality of verbal communication. Let us take the case of a customer in a hurry. He is placing an order and he is getting frustrated with the slow procedure. This may mean that the customer is no longer paying attention to the details you are telling him. The quality of message may also be a barrier to communication. Unclear messages may result from vague and ambiguous sentences. For example, “He found a bat in the room”. The word ‘bat’ has several meanings. It could either be a baseball bat or a flying mammal. Choice of words can also affect the quality of message. The use of jargon in statements can also make messages unclear. Jargon is a language that is specific to a profession. It is a specialized vocabulary of any profession or industry. These words are difficult to understand by people who are not practitioners of that profession. Below are some examples of jargons.


Table 3. Examples of Medical Jargons ambu-bag

handheld squeeze bag attached to a face mask

amp

abbreviation for Ampule, which is a sealed plastic or glass capsule containing a single dose of a drug in a sterile solution for injection the abbreviation for acetylsalicylic acid (aspirin) manual respiration for a patient having trouble breathing that uses a handheld squeeze bag attached to a face mask

ASA bagging

bounceback

a patient who returns to the ER with the same complaint shortly after being released bradycardic a slowing of the heart rate to less than 50 beats per minute c-section shorthand for cesarean section, which is surgical delivery of a baby through the abdominal wall cellulitis a skin infection deep vein a blood clot in a deep vein thrombosis diplopia double vision dyspnea shortness of breath

Table 4. Examples of Business Jargons Indebtedness of a company to its suppliers for goods or services purchased and must be paid for within one year (more typically paid within 30-90 days).

Accounts Payable

Accounts Receivable

Amount owed from a company by its customers for goods or services supplied to them which must be paid within one year (more typically collected within 30-90 days). It is indicated as a current asset on the company's balance sheet.


Book Value

This is the net value, in accounting terms, of a company based on actual costs and asset values.

Hyperinflation

This refers to very rapid, out-of-control inflation.

Liquidated

A company may be liquidated or dissolved by selling all its assets and then using the cash to meet any obligations to creditors.

Barriers to communication can go as deep as the cultural level. The difference between the culture of the sender and the receiver can greatly affect the communication process. If the sender and receiver have different cultures, ethnocentrism may occur. Ethnocentrism is the act of judging the culture of others on the basis of what is acceptable in the culture of one communicator. It includes the idea that one culture is superior of others. Prejudgment can also be a barrier to communication. It is the act of judging what someone has to say even before he/she speaks. You may also prejudge by dismissing someone’s ideas because of the belief that you know what the other person has to say. It is neither productive nor polite.


Process Task 1: Matching Type Directions: Match the barriers to communication listed in Column A with their definitions in Column B. A 1. 2. 3. 4. 5. 6.

B.

noise time quality of message jargons enthnocentrism pre-judgment

a. unclear messages due to vague and ambiguous sentences b. anything that interferes with the communication process between the sender and the recipient c. affects written communication more than oral communication d. a language that is specific to a profession e. the act of judging what someone has to say even before they speak f. the act of judging the culture of others on the basis of what is acceptable in the culture of one communicator


Reflect and Understand

Task 2: Let’s Get Updated! 1. Using a computer with Internet service, follow the given URL: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1481072/pdf/canv etj00071-0005.pdf 2. Read the editorial article entitled “Good Communication: How It Can Be Achieved” written by Doug Hare. 3. Answer the following questions in your notebook as you read the article. a. Why did the author say that we are veterinarians? b. Cite at least three ingredients to good communication mentioned in the article. c. What is the disadvantage of communicating on the telephone? How can this disadvantage be resolved? d. Give at least five pieces of advice provided in the article on how to achieve good communication.

Transfer

Task 3: In the Real World 1. Form groups of five. 2. Arrange interviews with at least five call center agents (customer service representatives, technical support representatives, or sales representatives), team leaders, or supervisors in the call center industry. 3. Ask them about the common barriers to communication they encounter when taking calls and how they resolve them. 4. Be ready to share your findings with the rest of the class.


Know

Lesson 2. Communicate and listen effectively 2.1 ORAL SKILLS PRELIMINARY ACTIVITY Proper pronunciation is a prerequisite to a good communication skill. Before we start studying more about pronunciation, try to read the excerpt below.

Call center agents usually provide inbound and outbound customer support. They take and make calls, offering customer service 24/7. The job entails entertaining and addressing various issues and concerns coming from customers of different races. It is indeed a challenging job that requires one to deal with people with shifting moods or a tactless approach in voicing their concerns. Fortunately, agents are given sufficient training prior to deploying them to face such tasks. Communication skills are enhanced and tips on how to handle the calls with efficiency are given. Also, campaign orientations are given so as to make the agents knowledgeable enough about the products or brands they will be presenting to customers. Source: http://webcache.googleusercontent.com/search?q=cache:http://www.callcenterphils.tumblr.com/post/9367926 818/call-center-life-and-facts&strip=1


You may record your voice as you read the excerpt for the second time. Take note of how you pronounce each letters in every word.

2.1.1 Phonemes

Say the English word “man” several times. Now cut out the last two letters and say a long [m]. This time, say the middle letter which is [a]. Then, say the last letter which is [n].

How many speech sounds do you think are there in the word “man”? Most probably, you will say three and will state them to be [m], [a], which is denoted as [œ], and [n]. Phonemes are the smallest unit of speech. It is similar to a single letter, vowel or consonant, in the English language. However, the number of letters in a word does not correspond to the number of phonemes. For example, the word “call” has four letters but contains three phonemes only, which we will denote as [k], [o], and [l]. Phonemes are classified as vowel or consonant in the English language. One difficulty non-native English speakers encounter is pronouncing the voiced and unvoiced consonants.


Say the word ‘pop’. Do it again and put your hand in front of your mouth. Did you notice the air produced as you pronounce the word?

When you say the word ‘pop’, you are producing the phoneme [p]. It is an example of a consonant phoneme produced using a strong voiceless articulation. This type of phoneme produces a popping sound, but is unvoiced or voiceless. Voiceless means producing a sound without the vibration of the vocal chords.

This time, try to say the word ‘voice’ twice. On the second time, place your palm on your throat. Did you feel the vibration on your throat?

Some

consonants are produced using a weak potentially voiced articulation. To produce these phonemes, there must be vibration in the throat area. Hence, when you say the word ‘voice’, a vibration is produced because of the presence of the phoneme [v]. Voiced and unvoiced consonants differ in the manner of articulation but the placement of the vocal apparatus are similar. In order to pronounce these phonemes properly, the vocal apparatus should be in the correct position.


To understand the illustration included in Table 3 on page 54, study the figure below which labels the different important vocal apparatus. Figure 5. Vocal Apparatus

Table 5. Comparison of Voiced and Unvoiced Consonants Voiced

Unvoiced

p Pennsylvania, citizenship

b Baltimore Alabama subsribe

Placement of Vocal Apparatus


t telephone today

d Do advantage accepted

k country conversation bookmark

g good again investigate

ʤ ʧ (ch) Long Beach Approachable obituary

journal giant manager knowledge

f Fiji Islands, sophisticated sheriff

v visit cove expensive

Ɵ (th) Thanksgiving Day South Dakota

th therefore, weather, together


s motorcycle scale speech

z zone scissors supervisor

ʃ (sh) Chicago conscience

Ʒ (zh) Closure Camouflage mirage

With other consonants in the English language, there is no distinction on being voiced and unvoiced. The table below shows the list of other English consonants. Table 4. Consonants Consonant

Example

h

health, Hawaii

m

machine, Minesotta

n

November, New Hampshire

ŋ (ng)

English, clarifying


l

eleven,Florida

r

ranch, chair

w

Washington, West Virginia

Y

New York, Yellowstone Park

There is also a great difference in how Filipinos and Americans pronounce vowels. In American English, vowels can be classified into three: short vowels, long vowels, and diphthongs. Table 6. Long and Short Vowels Short vowels

Example

Long Vowels

Example

i

kit

A

palm

e

dress

E

square

Œ

trap

I

fleece

ɒ

lot

O

thought

Ʊ

foot

U

goose

ʌ

strut

ɜ:

nurse

Ә

bonus


Diphthongs are vowel phonemes produced by gliding from one vowel to another. The table below shows the list of diphthongs. Table 7. Diphthongs Vowel

Example

ei

face

ai

price

oi

choice

oa

coat

au

mouth

ie

near

iu

cure

2.1.2 Sentence Construction When phonemes are joined together, they create words. A collection of words that expresses a complete thought is called a sentence. A Contact Center Service provider need not only be able to pronounce words properly; he/she should also have the capability to express his/her thoughts in a clear and comprehensible manner to address the customer’s needs accurately. Hence, one must learn how to construct grammatical and well-formed sentences.


Constructing sentences is governed by rules. Grammaticality of sentences can be judged by the following: A. Completeness The test difficult. If you examine the statement above, you would immediately identify that the example is not a sentence because it is incomplete. Can you tell why it is incomplete? All English sentences must have a verb. For that reason, the statement above is incomplete due to the lack of a verb. Thus, to complete the sentence, you may add the verb ‘is’. The corrected sentence will be: The test is difficult. v In addition, there are verbs that require a receiver of the action or a direct object. These verbs are called transitive verbs. Without a direct object, the inclusion of a transitive verb will not guarantee completeness of a sentence. Examine the statement below. The customer places. transitive verb

Since the verb (places) used in the statement above is a transitive verb, the sentence remains ungrammatical. To complete the sentence, a direct object must be added. The customer places an order. direct object

B. Word order Read the statement below. Complained delivery the customer late the. ICT – CONTACT CENTER SERVICES – Grade 10 67

Is it grammatical? You will more likely say no. The sentence above does not express a clear thought. It is ungrammatical because it does not follow the correct English word order. The rule on word order may vary from one language to another. The linear word order for the English language is subjectverb-object, S-V-O. This word order is most commonly used for declarative sentences. Thus, the corrected sentence for the example above would read: The customer complained the late delivery. S V O

C. Word combination Some words can occur together while some words, if put together, may make a sentence sound ungrammatical. For example, ‘the escalated’ is not the right combination of words because articles, a, an and the, cannot occur before a verb. Articles are placed before nouns and gerunds. Gerund is a noun made of a verb in the –ing form. A good example would be: “The meeting has been moved.” The word meeting in the sentence is an example of a gerund. It is also necessary to keep in mind the distinction between adjectives and adverbs. 1. Adjectives – modify nouns or pronouns. Descriptive adjectives should come before a noun or pronoun Example. Beautiful lady irate caller Adj.

n.

Adj.

n.

2. Adverb – modify verbs, adjective, and adverbs Example. Fluently speak very graceful Adv. V. adv. Adj.


Examine the sentence below. A responsible CSR calm handled the call. The sentence structure is ungrammatical. A responsible CSR calm handled the call. Adj. v. The word calm, which is an adjective, should not occur before the word handled, which is a verb. A verb should be modified by an adverb. The word calm should be replaced with the word calmly, which is an adverb, to make the sentence grammatical. A responsible CSR calmly handled the call. Adv. V.

Process TASK 1. VOWEL PHONEMES Directions: Recall that in the English language vowels may be long, short, or diphthong. Read the following words aloud. Identify the vowel phoneme used in the given words. Write your answers in your notebook. Word

Vowel Phoneme Used

stand roof relate concentrate name skip internet ICT – CONTACT CENTER SERVICES – Grade 10 69

TASK 2: CRITICAL VOWEL SOUNDS Directions: Read the following words aloud. Make sure you produce the critical vowel sounds correctly. Record your voice as you read the words. After the last set, listen to how you pronounced each word. 1. sheep

ship

chit

cheat

2. bill

veal

pill

peel

feel

fill

3. bag

bug

tug

tag

cot

cat

4. long

loan

5. tooth `

thought

foot

fought

Scoring Guide: 10 pts. – 0 mistake in articulation of critical vowel sounds 6 pts. - 1-2 mistakes in articulation of critical vowel sounds 3 pts. – 3-4 mistakes in articulation of critical vowel sounds 0 pts. – more than 4 mistakes in articulation of critical vowel sounds TASK 3: CRITICAL CONSONANT SOUNDS Directions: Read the following words aloud. Make sure you produce the critical consonant sounds correctly. 1. 2. 3. 4. 5.

though three ranch voice whale

dough tree rank boys hail

though three ranch voice whale

dough tree rank boys hail


Scoring Guide: 10 pts. – no mistake in articulation of critical consonant sounds 6 pts. - 1-2 mistakes in articulation of critical consonant sounds 3 pts. – 3-4 mistakes in articulation of critical consonant sounds 0 pts. – more than 4 mistakes in articulation of critical consonant sounds

TASK 4: READ. PAIR. CRITIQUE Directions: Get a partner. Read the following set of sentences. Ask your partner to listen carefully and take note of mispronounced phonemes as you read the given sentences. Your partner’s task is to share with you his/her comments once you are done. Do the same with your partner. 1. 2. 3. 4. 5.

Thank you for calling SendService. This is Ann. How may I help you? Have I addressed all of your concerns for today? Let me thank you for calling SendService. Have a great day.

TASK 5: GRAMMATICAL OR UNGRAMMATICAL? Directions: Determine whether the sentence in each number is grammatical or ungrammatical. Draw a smiley  if the sentence is grammatical. Otherwise, write ungrammatical and identify the principle on sentence construction violated by the sentence. Do this on your notebook. 1. 2. 3. 4. 5.

I received the order wrong. The agent helpful. The call was short yet meaningful. An event end today. Promo code invalid. ICT – CONTACT CENTER SERVICES – Grade 10 71

Reflect and Understand Task 6: PRONUNCIATION DOES MATTER 1. Using a functional computer with Internet service, follow the given URL: http://www2.warwick.ac.uk/fac/soc/al/learning_english/leap/listeningan dspeaking/pronunciation/ 2. Your teacher may also provide you with a print out of the article. 3. Answer the following questions as you read the article. Do this in your notebook. a. Give two reasons that make English pronunciation difficult. b. Choose three pieces of advice cited in the article which you think will be helpful in improving your pronunciation. Elaborate how these pieces of advice can help you.

2.2 Listening skills Listening is different from hearing. Hearing is an unconscious process. It is the act of perceiving sound using the ear. Listening, on the other hand, is a conscious process that requires concentration so that one can process the meaning of the words and sentences. It is one of the most important skills a person can have. Why is hearing not enough? Why do we need to listen listen?    

We listen to gather information. We listen to understand others. We listen to be entertained. We listen to learn.


We listen almost everyday of our lives. Yet there are times when we do nott listen as effectively as possible. This could be due to the barriers to communication we have discussed on the previous lessons. Contact Center Services provider must overcome these barriers and become an effective listener. The aim of a Contact Center Services provider is to practise active listening at all times. Active listening is not just listening to the words one hears, but also entails trying to understand the whole message sent. The following are tips on how you can improve your listening skills and become an active listener. 1. Pay attention. When engaged in a telephone conversation with a customer, you must give him/her your undivided attention. Clicking your pen or communicating with your co-worker will not help you understand the concerns of your customer. 2. Assure the other party that you are listening. Since you cannot give your occasional nod or smile to your customer on the other end of the telephone conversation, your small verbal comments such as ‘yes’ or ‘uh huh’ will assure them that you are listening. 3. Provide feedback. Restating what you heard and asking questions for clarification are forms of feedback. You can say “What I’m hearing is” or “Let me just repeat that” to restate, while statements such as “Is this what you mean?” will help you clarify what you have heard. 4. Defer judgment. Interrupting will only lead to frustration. Let the customer finish his statement before you comment or clarify. Interrupting sends different messages such as,  “I’m more important than you are.”  “My ideas are better than yours.”  “I don’t really care what you think.”  “Stop talking and listen to me.” Hence, interrupting is not encouraged in any type of communication.


5. Respond appropriately. Always remember to be polite and understanding when listening. Criticizing the other party’s ideas will not help. Acknowledge his/her concerns and assert you opinions politely. More so, be honest in your responses.

Process Task 1: Acrostics Directions: Acrostics is a series of lines or verse in which the first letter when taken in order, spell out a word or phrase. Using the letters of the word LISTEN, create an acrostic about tips of some tips on how to be an active listener. Do this on a clean bond paper. You may also decorate your output.

L I S T E

N


Transfer TASK 1: THIS IS THEIR STORY This task will provide you an opportunity to get an insight on the life of a Contact Center Services provider. PART 1: THE INTERVIEW Step 1: Look for a person who works in the Contact Center Services industry. Step 2: Arrange an interview with him or her. The following questions will serve as your guide for the interview. Step 3: Conduct the interview in a place where there will be less noise and distraction. Step 4: Record your interview. Below is a list of questions. Note: You may add questions to the list. You may also modify the questions, but you cannot remove questions included in the list. 1. 2. 3. 4. 5. 6. 7. 8.

Describe the nature of your job. How long have you been employed? When at work, with whom do you communicate most often? Which communication pathway do you usually use to communicate with your supervisor? co-workers? customers/clients? Were there instances that you had difficulty understanding your customer? your supervisor? What was the usual cause of the difficulty? How did you resolve them? What pieces of advice can you give to a student like me who aspire to be a contact service provider like you?

Step 5: Be sure to conduct the interview in English. Be mindful of your pronounciation.


PART 2: THE TRANSCRIPTION Step 6: Listen to your voice recording. Transcribe the whole interview from beginning to end. Transcription should be submitted together with the reflection. PART 3: THE REFLECTION Step 7: Listen to the recording of your interview. List or note specific parts of the interview when you and your interviewee did not fully understand each other. Identify the cause. (i.e., vague question, soft voice, unclear pronunciation). Use the format below. Instance

Reason

How to resolve

Rubric for Evaluation Criteria

Logical and Sequential

Delivery

Exceptional 10 PTS.

Admirable 8 PTS.

Acceptable 6 PTS.

Attempted 2 PTS.

Questions asked are in logical order. Questions are designed to build on previous questions.

Most questions asked are in logical order. Some questions are designed to build on previous questions.

Few questions are asked in logical order. Few questions are designed to build on previous questions.

Questions are not in logical order. Questions are not designed to build on previous questions.

Vocal and nonverbal delivery are well developed and enhance the interview experience.

Delivery is clear and commands the interview. Voice and body are evenly matched and appropriately managed for the situation.

Delivery neither enhances nor hinders performance. Appropriate gestures are communicated and some distracting mannerisms are visible.

Delivery is distracting or awkward and not commanding for an interview. Long silences or too much talking on the part of the interviewer.


Language

Diction

Taping of Interview

Presentation is free of errors in grammar and pronunciation; word choice aids clarity and vividness. Interviewer used professional language.

Presentation is free of serious errors in grammar, pronunciation, and/or word usage. Interviewer sounds mostly professional.

Isolated errors in grammar, pronunciation, and/or word choice reduce clarity and credibility.

Grammar, pronunciation, and/or word choice are severely deficient. Interviewer does not use professional language.

Student uses a clear voice and correct, precise pronunciation of terms so that all audience members can hear presentation.

Student's voice is clear. Student pronounces most words correctly. Most audience members can hear presentation.

Student's voice is low. Student incorrectly pronounces terms. Audience members have difficulty hearing presentation.

Student mumbles, incorrectly pronounces terms, and speaks too quietly for students in the back of class to hear.

Tape is audible. Provides help for review.

Tape is mostly audible but has sections that are inaudible. Tape is helpful for review.

Tape is mostly inaudible. Provides little help for review.

Tape is inaudible. Provides no help for review.

Know 2.3 Grammar Correct grammar is the key to all types of business communication. It keeps us from being misunderstood and lets us express yourself and your ideas more effectively. As a Contact Center representative, you speak and communicate on behalf of your company. Your communication skills reflect the quality and standards of your company. Hence, it is important to be mindful of your grammar all the time.


2.3.1 Subject-Verb Agreement Aside from the structure of the sentence, it is also necessary to be mindful of the relationship of the subject and the verb in a sentence. This is known as the Subject – Verb Agreement (SVA). In the present tense, nouns and verbs form plurals in opposite ways. Adding –s or -es to nouns makes a word plural while adding –s or –es to verbs makes a it singular. Example: Noun

customer (singular)

customers (plural)

Verb

calls (singular or s-form)

call (plural or base form)

SVA simply states that the subject and the verb must agree in number. This means that a singular subject takes a singular verb, while a plural subject takes a plural verb. Examples: Singular

The customer calls the hotline. Subject verb Sing. Sing.

Plural

The customers call the hotline. Subject verb pl. pl.

The following are eight common rules on Subject-Verb Agreement: 1. A phrase or clause in between the subject and the verb does not change the number of the subject. Examples: a. Charles, the agent who won many times, is my team leader. singular singular subject verb


b. The calls from that department are already escalated. plural plural subject verb 2. Indefinite pronouns as subject Some indefinite pronouns require singular verb, while others require plural verbs. a. Singular indefinite pronouns take singular verb. each, either, neither, one, no one, nobody, nothing, anyone, anybody, anything, someone, somebody, something, everyone, everybody, everything Example: No one is allowed to put the customer on hold for several minutes. singular singular subject verb

b. Plural indefinite pronouns use plural verbs. several, few, both, many Example Several customers are ordering the mattress using a coupon. plural subject

plural verb

c. Some indefinite pronouns may either be singular or plural. some, any, most, all i. If used with mass nouns, use singular verb. Example: Most of my water has been spilled. Mass noun

ii.

singular verb

If used with count nouns, use plural verb Most of my co-workers are late. count noun plural verb

3. Compound subjects a. Joined by and If the subject is compound and joined by and, use a plural verb. Example The customer and the supervisor are still in a conversation. Plural subject

Plural verb

b. Joined by either/or and neither/nor ICT – CONTACT CENTER SERVICES – Grade 10 79

If the compound subject is joined by or/nor, the verb agrees with the subject closer to it. Example: i. Neither the customers nor the shop owner keeps receipts. Singular subject

singular verb

The verb ‘keeps’ (singular form) is used in the sentence because the subject closer to it is the shop owner which is also singular. ii.

Neither the shop owner nor the customers keep receipts. Plural subject plural verb

This time, the verb keep (plural form) is used because the subject being considered is the customers which is plural. iii.

Either the recording or the notes have been found. Plural subject plural verb

The subject closer to the verb is notes. It is plural. Therefore, a plural verb is used in the sentence.

4. Inverted subjects The subject is inverted if it comes after the verb. Yet, the verb should still agree with the subject. Example Here are my notes. Plural Verb

plural subject

Interrogative sentences also have inverted subjects. Example Is there an on-going sale? Singular Verb

singular subject

5. Collective nouns A collective noun is a noun that refers to a group of entities that may be considered either as individuals or as one larger entity. Collective nouns are considered singular and take singular verbs.


Example The audience claps their hands. singular singular subject verb

6. Titles Titles of books, movies, stories, and the like are always singular. Thus, singular verbs must be used. Example: Letters to Juliet makes me cry. Title/singular

singular verb

7. Plural form subjects Nouns that are plural in form but are singular in meaning take singular verb. Example: statistics, linguistics, Philippines, etc. The Philippines is a republic. singular subject

singular verb

8. The number/ A number The phrase “the number of _________,” uses a singular verb. Example: The number of callers is greater today. Singular verb

The phrase “a number of _______,” uses a plural verb. Example: A number of callers are satisfied. Plural verb


2.3.2 Tense and Aspect Tense refers to the actual location of an event in time. An action may occur either in the past or present. 1) Common (present) – the base form of the verb or with –s or –es to agree with the subject. Examples: Lea calls the technical support daily. The investors check their record books regularly. 2) Past – takes the past tense formed by adding –d or –ed for regular verbs or changing spelling for irregular verbs Example: Lea called the technical support for assistance. He became the new team leader.

An action may also be viewed with respect to time instead of the action’s location on time. This is called aspect. The verb aspect has three parts: 1)

Simple – the action happened in a specific time in the past. Example: Ann called the hotline yesterday.

2)

Perfective – the action happened in the past but it took place quite recently. Verbs in this aspect are formed using has/have/had plus the past participle. Example: Ann has called the hotline this morning.

3)

Progressive – the action is still in progress at the time of speaking. To form a verb in this aspect, add is/are/was/were to the verb’s participle form. Example: Ann is calling the hotline now.


Note: Aspect always include tense but tense can occur without aspect. Examples: The agent has escalated the call. (Perfective aspect, Past tense) The agent escalates the call. (Present Tense)

2.3.3 Preposition Prepositions are words that does not appear alone because it should always be used with another word or words called its object. The function of a preposition is to relate its object to other words in the sentence. Non-native English speakers often commit mistake in the use of prepositions in their sentences. Common mistakes committed are:  non-use of preposition when a sentence needs one; Example: I must give her a replacement item the same value. (wrong) I must give her a replacement item at the same value. (correct) 

use of preposition when it is not necessary Example: Where did you get this at? (wrong) Where did you get this? (correct)



use of the wrong preposition

Prepositions are words crucial in denoting time, place, and position. Most often than not, prepositions are not interchangeable. It is important to understand the distinct use of each preposition.


At, on, in, and by are the most commonly used prepositions. They denote both time and position. Let us distinguish the use of the four. The table below shows the use of the four prepositions in denoting time. Table 8. At/In/On used to denote Time Preposition When to use referring to a time in a at day used for dates and on days referring to longer in periods of time when an action is by completed at a certain time or date

Example at lunchtime at 11:00 am on Sunday on June 20, 2014 in 2013 in the past by 2:30 by May

The next table shows how to use in, on, at, and by to denote position. Table 9. In, On, and At to denote Position Preposition When to Use to show a site or target At In On By

Example at home at training room for enclosed spaced or in a room geographic location in New York when an object is on a on the desk surface on the roof to show nearness on a by the stairway landmark by the Shopping Mall

In addition, the preposition in is used when one is using a private vehicle for transportation (i.e., I am in my car.), while the preposition on is used for public transportation (i.e., I am on a bus or I am on a cab.).


Since prepositions are always used with another word, let us examine how each part of speech pairs up with other parts of speech. The table below shows a list of prepositions used with specific parts of speech. Table 10. Specific Preposition for Nouns Part of Speech Noun

Preposition

for

Examples

a demand for a need for a reason for

of

a cause of a picture of

in

a decrease in a rise in

to

an invitation to a solution to

with/between

a relationship with (one person) a relationship between (two persons)


Table 11. Specific Preposition for Adjectives

Part of Speech Adjective

Preposition

of

Examples

afraid of capable of

at

good at

to

similar to

in

interested in

on

keen on

for

famous for

about

sorry about

Table 12. Specific Preposition for Verbs Part of Speech

Preposition

to

Examples

talk to speak to

at

look at

about

care about

for

ask for


apply for of

approve of consist of

for

pay for apologize for

from

protect from

on

rely on

2.3.4 Modifiers Words, phrases, and clauses used to provide description are called modifiers. They make the meaning of the word or group of words more specific. Modifiers allow the reader or listener to create a more detailed mental image of the subject. Modifiers can be words such as an adjective or an adverb. An adjective makes a noun or a pronoun become more specific, while an adverb provides more details about verbs, adjectives, and adverbs. Examples:  The lengthy call ended very well. (The modifier lengthy is an adjective. It tells what kind of call is being mentioned in the sentence.)  The customer service representative professionally handled the last call. (The word professionally is an adverb modifier that makes the word handled more specific.) Modifiers can also be phrases and clauses. This includes adjective clauses, adverb clauses, infinitive phrases, participial phrases, and prepositional phrases. Example: ICT – CONTACT CENTER SERVICES – Grade 10 87



Trying to avail the surprise sale online, Johnny placed his order through the phone. (The phrase trying to avail the surprise online acts as an adjective and makes the noun Johnny more specific.) 2.3.5 Conditionals Conditionals are also known as the if-clauses. These statements mean that an action relies on another action. To elaborate, a conditional states that a certain action can only happen if a certain condition is fulfilled. Conditionals can be real conditional or unreal conditional. Real conditionals describes real situations, while unreal conditionals describe unreal or imaginary situations. Presented below are the four types of conditionals. 1. Zero conditional This is used for conditions that are always true as long as the condition is met. The format for this conditional is

If + present tense + present tense (condition)

(result)

Example: If you heat water to 100 degrees Celsius, it will boil. (fact-universal) If I am unsure of the answer, I place the customer on hold. (fact – personal) 2. First conditional Statements that state that a future action is more likely to happen upon the fulfilment of another future action are in the first conditional. The format is: If + simple present + will + base form of the verb Example: If she follows the prompt correctly, she will reach the right department.


Other modals aside from will can be used like may, should, can, could, and might. Examples: a. If she follows the prompt correctly, she may reach the right department. b. If she follows the prompt correctly, she should reach the right department. c. If she follows the prompt correctly, she can reach the right department. d. If she follows the prompt correctly, she could reach the right department. e. If she follows the prompt correctly, she might reach the right department. 3. Second conditional Second conditional is used when:  talking about an imaginary present situation  talking about things in the future that are unlikely to happen  imagining something that is different from reality The format is:

If + simple past + would +base form of verb Example: If the customer placed ten bulk orders, we would expedite the shipping. Again, other modals such as could, should, and might can be used.


4. Third conditional When talking about the past or imagining something different from what actually happened, the third conditional is used. In this case, the conditions were not fulfilled. The format is:

If + past perfect + would have + past participle

Example: If I had known, I would have helped him. Other modals such as could, should, and might can also be used.

Process Task 1: Subject-Verb Agreement Directions: Choose the verb that will make the sentences in the paragraph grammatically correct. Write your answer on your notebook. A. Call centers within the pharmaceutical industry (is, are) increasingly being challenged to satisfy customer inquiries, while simultaneously cutting costs. In today's ever-changing marketplace, call centers (modernizes, modernize) their technology and (expands, expand) connectivity options in order to support a growing variety of customer interaction channels and tools. According to a recent research by a benchmarking firm, there (is, are) many gaps in adoption of social media platforms within consumer health call centers. Sixty-three percent of respondents (identifies, identified) issues such as regulations, privacy, and lack of knowledge on usability as key challenges to social media adoption. Despite this, fortythree percent of the OTC segment (reports, report) using Facebook as a customer interaction channel.


(Adapted from “Consumer Health Call Centers Exploring New Social Media Channels” http://www.marketwatch.com/story/consumer-health-call-centers-exploring-new-social-mediachannels-2014-07-03)

B. A call center agent (talks, talk) to a client in the U.S., as she (works, work) the overnight shift in Manila's Makati financial district February 6, 2012. The number of Filipinos who work on graveyard shifts to answer calls on behalf of big multinational companies like Citigroup and JPMorgan Chase (is, are) now greater than India's 350,000, earning the Philippines the title - Call Center Capital of the World. By 2016, the Philippines (wants, want) to double the size of the local BPO market to $25 billion, employing 1.3 million workers from 640,000 at the end of 2011. But to be able to do that, the Southeast Asian nation must convince investors that it (has, have) more to offer than a huge pool of English-speaking talent. (Adapted from “Philippines, call center capital of the world” by Erik de Castro http://www.gmanetwork.com/news/photo/16747/philippines-call-center-capital-of-theworld)

Task 2: Preposition Direction: Complete each sentence by choosing the best preposition from the pool below. Write your answer on your notebook. 1. Call center agents are one _____ the highest earning employees _____ the country. 2. Call center companies offer a whole range of benefits _____ health insurance _____ gift certificates. 3. Promotions happen _____ a faster rate in call centers compared _____ other companies. 4. There is unlimited supply of coffee _____ call center agents. Some companies have unlimited juice or iced tea aside _____ coffee. 5. Call center companies strive to maintain this kind _____ quality work environment and excellent service to client in order _____ provide compensation and benefits. to

of in

with on

from for


at by

Task 3: Modifiers Direction: Identify the modifier describing the underlined word in each sentence. Do this on your notebook. 1. Working in a call center might seem an easy job. 2. There are many different kinds of jobs in call centers: CSRs, TSRs, supervisors, managers, human resource staff, and many others who work to ensure a call center works well. 3. You must be able to answer their inquiry quickly and correctly, so their faith and trust in your company is upheld. 4. You need to be the type of person who can learn and retain information. 5. Many list the ability to speak a second language as an asset in working in a call center. Task 4: Conditionals Direction: Fill in the correct phrases and form a conditional sentence by using the verbs in the parenthesis. Take note of the verbs in bold face. 1. If we meet at 9:30, we ___________ (to have) plenty of time. 2. Lisa would find the package if she __________ (to look) in the neighbor’s lawn. 3. The manager would have sanctioned her with a fine if she __________ (to call) the clients. 4. If you spoke louder, your caller __________ (to understand) you. 5. The fragile package __________ (to arrive) safe if the delivery man drove slowly. 6. You __________ (to have) no trouble at work if you had done your duties and responsibilities properly. 7. If you __________ (to order) in this website, you will save time and effort going to the store. 8. The customer will agree to be put on hold if you __________ (to ask) permission nicely. 9. If the customer representative __________ (to ask) the customer, he would have answered her questions. 10. I ___________ (to call) the customer back if I was/were you.


Know

2.4 Writing skills In the previous lesson, you were taught about different grammar rules. In this lesson, you will learn more techniques on how to improve your writing skills. As a contact center representative, you must be well-versed in all types of communication. There are times when you will be called to write memos, plans, and reports. A good writing skill will allow you to communicate your ideas clearly. 2.4.1 Spelling In the age of text, e-mail, and private messages (PMs), spelling has already taken a backseat because people want to communicate quickly. Consider the following messages. Miting @ 2pm. C u @ d conf rum :D The same message could be written formally. There will be a meeting at 2:00 PM. Please proceed to the conference room. Thank you. Spelling may be taken for granted when you are texting or sending personal messages through social networks such as Facebook, Twitter, or Instagram. However, in business and academic writing, spelling should be taken seriously. Here is a review of the rules in spelling to help you refresh your spelling skills. 1. The letter i comes before the letter e except after the letter c where e should come before i as in receipt and deceive.


SOME EXCEPTIONS:

Examples:

either

friend

neither

niece

protein

thief

sovereign

achieve believe

2. For one-syllable words that follow the consonant-vowelconsonant pattern (C-V-C), adding –ing requires to double the last letter. Examples:

sit

sitting

digging nap napping

dig

The same rule applies for two-syllable word and the second syllable follows the C-V-C pattern. Examples: deter – deterrent transfer – transferred 3. If you want to add –ing or any suffix that begins with a vowel to any word that ends in a silent e, you should drop the e before adding the suffix.


Examples:

dose defense globe

dosage defensive global

However, retain the e if the suffix to be added begins with a consonant. Example: hope – hopeful care – careless 4. Adding suffix to words ending in y requires changing y to i first. Example:

day happy early

a

daily happiness earlier

5. If you want to add -el, or -al at the end of a word, take note of the following tips.  -al ending is used mostly for adjectives, but some nouns Examples:

usual (adjective) vocal (adjective) local (adjective)




-el ending is the least common ending and it is used mostly for nouns and verbs Examples:

Parcel (noun) Channel (noun) Compel (verb) Propel (verb)

6. There are two spellings for the /ch/ sound. -tch which is used after a short vowel and ch anywhere else.  -tch after a short vowels such as a, e, i, o, u Examples: a

• batch • catch

e

• fetch • stretch

i

• witch • kitchen

o

• notch • scotch

u

• clutch • Dutch

Note: If the –ch sound is followed by –ure, use t for the ch sound. Examples: culture future ICT – CONTACT CENTER SERVICES – Grade 10 96

7. When deciding whether to use –tion, -sion, or –cian, the following tips will be helpful:  Always use -cian for people. Example: technician politician statistician  Use –tion if the root word ends with a t sound. Example: Compete – competition Substitute – substitution Compute – computation  Use –sion if the root word ends with a d or s. Example: Compress – compression Extend – extension

Be familiar with the rules on spelling. Also, make reading a habit. Reading allows you to be more familiar with words not usually used in ordinary conversations. Soon, you will improve your spelling skills and will become more effective in written communication.

2.4.2 Paragraphing A paragraph is a collection of sentences about a single topic. Learning how to write a good paragraph is also a skill you must learn in case you need to communicate through writing. What makes a good paragraph? A good paragraph should follow the principles below: 1. The paragraph must contain a topic sentence. ICT – CONTACT CENTER SERVICES – Grade 10 97

2. All remaining sentences should support and develop the topic sentence. 3. Only one main idea should be developed. 4. The sentences should flow smoothly and logically. 5. A concluding sentence may be added, but is not essential. To further understand the principles stated above, you must learn the different parts of a paragraph. A paragraph may have 2 or 3 parts, which are as follows: 1. Topic sentence This states the main topic of the paragraph. It may occur anywhere in the paragraph: beginning, middle, or end. However, to make it easy for the readers to identify the topic sentence, it is suggested that you put it near the beginning of the paragraph. A topic sentence should not be too general and not too specific. Example: Call center industry is fast growing. (too general) Today, the call center industry is considered as the fastest escalating employment provider for Filipino college graduates who seek jobs that have better income generation. (too specific) Presently, the call center industy is considered as the fastest rising employer for Filipino college graduates. (not too general but not too specific) 2. Supporting sentences These are sentences that expound the idea presented on the topic sentence. They form the body of the paragraph. Example:  Majority of fresh college graduates opt to apply in the contact center industry to develop the communication skills and gain professionalism. ICT – CONTACT CENTER SERVICES – Grade 10 98



It is also undeniable that the said industry offers a great compensation package that lures new graduates. (The sentences above support and expand the idea presented in the given example of topic sentence.)

3. A concluding sentence or a clincher This signals the end of the paragraph and leaves the reader with important points to remember, but is often unnecessary. It may also summarize the ideas presented in the paragraph. A well-written paragraph should have unity and coherence. Unity refers to “oneness” of ideas included in the paragraph. This means that all sentences in the paragraph must discuss one topic or idea. If you have more than one idea, it is best to start a new paragraph. Examine the paragraph below. Try to determine if it follows the principle of unity in paragraph writing. If not, identify in which part the paragraph can be divided into two.

High emotional intelligence can help a manager improve workplace communication skills, employee motivation and organizational effectiveness. If a manager has high empathy, a key component of emotional intelligence, he or she will be able to listen to the concerns of employees and will be more understanding of their needs, wants and concerns. This will most likely translate into increased motivation and satisfaction of employees and ultimately will have a positive effect on the effectiveness of the business. It is important to note, however, that emotional intelligence is a concept that is not universally understood to have the same meaning and is not universally believed to be a key determiner of business success. Highly authoritarian, top down approaches are employed in many successful businesses today. Source: http://sydney.edu.au/business/__data/assets/pdf_file/0007/90376/Writing_paragraphs.pdf


To follow the principle of unity, the paragraph above should be divided into two. The second paragraph must begin in “It is important to note, however…” Aside from unity, a well written paragraph should have coherence. Coherence refers to the smooth and logical flow of the sentences in a paragraph. Below are some ways to make a paragraph coherent: 1. Use nouns and pronouns appropriately. 2. Arrange ideas in a logical order. 3. Use linking words. 4. Repeat key nouns regularly. 2.4.3 Organization A paragraph should be well organized, so that there will be an order in the presentation of information. This way information is easier discussed, understood and remembered. Below are some principles of organization that may help you in writing good paragraphs or essays.  Chronological Order (order of time) This is also called the “order of time”. Organizing ideas using this principle will require one to arrange items or events in the order in which they occur. Transition markers, which will be discussed later, are usually used in this organization of ideas. It is best to use the order of time when telling stories or when explaining a process. 

Spatial Order In this pattern, the items are arranged or described based on their physical position or relationships. For example, if you want to write about the design of a newly opened restaurant, you may start by describing the façade, then interior from ceiling down to the walls and lastly the table set-up. Meanwhile, in describing a person you can start by describing him/her from foot going up to the head.




Climactic Order (Order of Importance) This pattern is also called the order of importance. In this pattern, items are arranged from least important to the most important.

2.4.4 Punctuations Punctuation is one important aspect in written English. It is the system of signs and symbols that shows how a sentence should be read. Thus, it makes the meaning clear. Punctuation marks can totally change the meaning of words. An error in punctuation can deliver a totally different meaning than the one that is intended.

Example: Your order, Ma’am. Your order, Ma’am? Although the words in the two sentences above are the same, the message of each sentence is completely different from the other because of the use of period and question mark. Lack and overuse of punctuation can alter meaning and result in ambiguity. Ambiguous sentences are difficult to understand. If your customer, colleague, or supervisor misunderstood you, it could put your job at risk. This lesson will provide a review on how to properly use some of the commonly used punctuation marks. 1. Period  Use a period to end a statement. Example: I already called the customer service. 

If the last word in the sentence ends in a period, do not follow it with another period. Example: She studied in U.P.


2. Comma  Use a comma if you want to pause before proceeding. Example: As soon as I received the call, I searched for the customer’s name. 

Use a comma if you need to add a phrase that does not contain any new subject. Example: The customer, upon receiving the empty parcel, called the customer service to report.



It is also used to separate items on a list. Example: The customer requested for an order number, a receipt number, and a reservation number.



Use a comma if there is more than one adjective (a describing word, like beautiful) in a sentence. Example: The client requested the customer representatives to be polite, courteous, and accommodating to the customers.

3. Question Mark  A direct question (interrogative sentence) is followed by a question mark. Example: When did you place your order John?  Use a question mark when a sentence is half statement and half question. Example: You do place the order, don’t you?


4. Exclamation point  Use exclamation point to show emphasis or intense emotion. Example: Leave now! I am shocked by your behavior! 5. Hyphen  Use a hyphen to form compound words or join word units a. For compound numbers from twenty-one to ninetynine Example: forty-one seventy-seven b. For compound adjectives that occur before the word they modify Example: well-loved teacher well-known artist 

Use a hyphen with the prefixes ex-, self-, and all-, with the suffix –elect, and with all prefixes before a proper noun or proper adjective.

Example: ex-mayor all-star non-European 6. Colon  Colons come after the independent clause and before the word, phrase, sentence, quotation, or list it is introducing. Example: ICT – CONTACT CENTER SERVICES – Grade 10 103

Customers only have one thing in mind today: discount. (word) Customers only have one thing in mind today: to get a discount. (phrase) 7. Semi-colon  Semicolons are used to separate clauses or phrases that are related and receive equal emphasis. Example: Michael seemed preoccupied; he answered our questions abruptly.

2.4.5 Transition Markers Transition markers provide coherence in a paragraph because they create powerful links between your ideas. These are connecting words or phrases that act like bridges between parts of your writing. However, before using a particular transition marker, you should first understand its meaning and usage completely. These transition markers can be used within sentences, between sentences, and in between paragraphs. The result is the reader will be able to follow the ideas presented. The table below shows the most commonly-used transition words or markers. Table 13. Transition Markers and Their Function Function Example of Example sentence transition markers To sequence your ideas

first(ly), second(ly), third(ly), next, then, after this, last(ly), finally, accordingly, meanwhile, henceforth

The customer received a verbal warning for late payment. Next, she received a letter.


To introduce an additional idea

also, furthermore, additionally, in addition, moreover, similarly, likewise, as well as, besides, another, too

It was already communicated verbally to clients, as well as employees.

To introduce an opposite idea or contras

in contrast, conversely, alternatively, yet, although, even though, nevertheless, notwithstanding, however, on the other hand whereas, while, instead, otherwise

The report has already been submitted, even though the receipt was not yet found.

To add a similar idea

comparatively, coupled with, correspondingly, identically, likewise, similar to, together with, equally

…together with this, the online store is also offering promotions and discounts.

To introduce an example or illustration

for example, such as, for instance, to demonstrate, namely, in particular, specifically

In using discount coupons, for example, you must be ready with the code.

To indicate a consequence or result

consequently, accordingly, as a result, hence, subsequently, therefore, thus,

The customer did not receive her order. As a result, she filed a complaint.


thereupon, as a consequence, for this reason, wherefore To introduce a restatement or explanation

that is, in fact, indeed, namely, specifically, thus

More specifically, the customer must present her order number.

To emphasize or clarify a point

even more, above all, indeed, more importantly, besides

More importantly, you must be courteous and patient with your callers.

To draw to a close or summarise

to conclude, as a final point, , in brief, in conclusion, indeed, in short, in summary, finally, lastly

Finally, they arrived at a solution to the missing item from the order.

Examine the paragraph below. No transition marker is used in the paragraph. A call center is a centralized office used for the purpose of receiving or transmitting a large volume of requests by telephone. An inbound call center is operated by a company to administer incoming product support or information inquiries from consumers. Outbound call centers are operated for telemarketing, solicitation of charitable or political donations, debt collection, and market research. Collective handling of letter, fax, live support software, social media, and e-mail at one location is known as a contact center.


Meanwhile, examine the paragraph below. It used transition markers. A call center is a centralized office used for the purpose of receiving or transmitting a large volume of requests by telephone. An inbound call center is operated by a company to administer incoming product support or information inquiries from consumers. On the other hand, outbound call centers are operated for telemarketing, solicitation of charitable or political donations, debt collection, and market research. In addition to a call center, collective handling of letter, fax, live support software, social media, and e-mail at one location is known as a contact center. Although both paragraphs give the same information, it is quite clear that the second paragraph is easier to read and understand because the reader is guided from one idea to the next.

2.4.6 Sentence Construction Sentence construction has been discussed in page 59 of this module. However, let us have a review on the tips and rules on sentence construction. Constructing sentences is governed by rules. Grammaticality of sentences can be judged by the following: 1. Completeness All English sentences must have a subject and a verb. There are times that a verb requires an object that will receive the action. This is called the direct object. Completeness states that all this part of the sentence must be present. Example: The test difficult. (incomplete) The test is difficult. (complete) The customer places. (incomplete) The customer places an order. (complete)


2. Word Order The linear word order for the English language is subject-verbobject, S-V-O. This word order is most commonly used for declarative sentences. Example: The customer complained the late delivery. S

V

O

3. Word combination Some words can occur together while some words, if put together, may make a sentence sound ungrammatical. For example, ‘the escalated’ is not the right combination of words because articles, a, an and the, cannot occur before a verb.

2.4.7 Jargons Jargons are special words or expressions that are used by a particular profession or group and are difficult for others to understand. For an in depth discussion on jargons, refer to page 47 of this module.

Process Task 1: Spell Me Direction: Listen carefully as your teacher reads a word. In a sheet of paper, spell the word mentioned by your teacher.


Task 2: Correct Me Directions: Below is a paragraph about call centers in the Philippines. However, there are many errors in the paragraph such as incorrect punctuation marks, missing punctuation marks, misspelled words, incorrect sentence construction, and the like. Try to correct and rewrite the paragraph. You may also add transition markers to make the sentence coherent. Outsourced call centers or contact centers is a group of individuals handling a large volume of calls to the company. Call center employees or contact center staff is usually known as call center agents, telemarketers, customer service representatives (CSR), customer support, customer service and the like? They could either take inbound calls to customer queries or call customers and prospective clients as outbound telemarketers on a telemarketing company! Call center and contact center agents may also be tasked for directory assistance to generating leads for finance and mortgaging companies and these calls come from foreign based mother companies. Call centers is most common form of a Business Process Outsourcing or BPO companies from the Philippines. Of course there are pros and cons and yet outsourcing call center agents have numerous benefits for small and medium scale businesses that would help the growth of their business by achieving short and long term goals. Many developing countries such as Philippines, India and countries in South America are most common destinations for low-cost outsourcing? from these outsource locations, companies top choice would be the Philippines;


Transfer TASK 1: CAN YOU PLEASE SHARE WITH US? We are going to set a date where we will just sit down and listen to contact center service providers as they share their experiences. In line with this, there will be a need for guest speakers. Your task is to invite possible guest speakers for that day. Together with your teacher, decide on the date for the event. A. The Invitation 1. Form groups of three. 2. Compose a letter of invitation for a guest speaker. Invite them to a small group sharing of their experiences in the industry. Be mindful of your spelling and grammar. 3. Hand the letter to that person and wait for his/her reply. Here is the rubric for the letter. Excellent 4 pts Format

Excellent Format is correct, including your address, date, inside address, salutation, body, closing, and signature.

Body (Content)

Excellent Body includes at least three complete paragraphs. A clear purpose is clearly stated and conveyed to the reader.

Very Good 3 pts

Very Good One of the following parts is incorrectly formatted: your address, date, inside address, salutation, body, closing, and signature.

Very Good Missing one component from the following: at least three complete paragraphs, clearly stated purpose

Satisfactory 2 pts

Satisfactory Two of the following parts are incorrectly formatted: your address, date, inside address, salutation, body, closing, and signature.

Satisfactory Missing two components from the following: at least three complete paragraphs, clearly stated purpose


Needs Improvement 1 pts

Needs Improvement Three of the following parts are incorrectly formatted: your address, date, inside address, salutation, body, closing, and signature.

Needs Improvement Missing three or more components from the following: at least three complete paragraphs, clearly stated purpose

Grammar and Spelling

Language/A udience Language is formal and appropriate.

Conciseness

Excellent Grammar and spelling are correct.

Very Good Grammar and/or spelling errors are minimal (<2 errors).

Excellent

Satisfactory Several errors in grammar and/or spelling (>2 errors).

Very Good

Satisfactory

One word is not appropriate for the audience.

Two words are not appropriate for the audience.

Excellent

Very Good

Satisfactory

The letter is free of redundant and/or superfluous wording.

The letter contains no more than two cases of redundant and/or superflous wording.

The language is appropriate for the audience.

Needs Improvement Many errors in grammar and/or spelling (>4 errors).

Needs Improvement More than three words are not appropriate for the audience.

Needs Improvement

The letter contains more more than two cases of redundant and/or superflous wording, but they do not distract from the message.

The letter contains so much redundant and/or superfluous information that the message is weakened.

B. My Insights 1. After listening to the talk of your guest speaker, write a twoparagraph essay on your insights and realizations. 2. Be mindful of your paragraphs. Make sure that your sentences demonstrate unity and coherence. Rubrics for Evaluation: Score

Traits

___4 (EXCELLENT)

CLEAR, WELL-ORGANIZED, WELLDEVELOPED IDEAS

___3 (ACCEPTABLE) ___2 (BELOW AVERAGE) ___1 (UNACCEPTABLE)

Main idea (thesis) is clear; reflects on a personal observation, a personal experience, an insight into a condition, or something learned from a situation). Topic sentences and sentences are used paragraphs.

concluding in body


Descriptive, informative details are used. Transitions are used to weave the paragraphs together. Introduction, body, and conclusion provide logical sequencing of ideas, leading to an understandable analysis of a condition or situation of significance. ___4 (EXCELLENT)

WORD CHOICE

___3 (ACCEPTABLE)

Vivid, lively verbs are used.

___2 (BELOW AVERAGE)

Imaginative, unusual adjectives are used.

___1 (UNACCEPTABLE) No vague, overused, repetitive language is used (a lot, great, very, really, there is, there are, super, like . . .). Vocabulary choice is thoughtful and shows evidence of the revision stage of the writing process. ___4 (EXCELLENT) ___3 (ACCEPTABLE) ___2 (BELOW AVERAGE) ___1 (UNACCEPTABLE)

GRAMMAR, USAGE, MECHANICS No run-on sentences No sentence fragments Subject/verb agreement Correct verb tense usage Punctuation is correct. Capitalization is correct. Spelling is error-free.


Know Lesson 3. Use Paralanguage Cues Paralanguage is the nonverbal aspect of speech. This includes body language and voice nuances. Body language that may affect the communication process are posture, eye contact, and hand gestures. Meanwhile, voice or vocal qualities, also referred to as suprasegmentals, include rate, volume, pitch and tone. 3.1 Voice In the Contact Center Services industry, the message is not extracted from what you say or your choice of words but on the manner of how you say it. This is a proof that communication is more than words. This is also an evidence that Contact Center Services provider must give importance to voice, its quality and appropriateness to the message being conveyed. In this part of the module you will learn more about the proper way of utilizing your voice to achieve success in verbal communication. 3.1.1 Rate Rate refers to the speed (fastness or slowness) of your speaking voice. It is important to note that when conversing over the phone, which you, as a Contact Center Services provider will do most of the time, you have to be aware of the rate of your voice. To determine whether you have to talk fast or slow, you may ask the client you are talking with by saying “Am I speaking too fast?” It is important to establish a speaking rate which will be comprehensible to the receiver of the message. On the average, a person can speak 150 words per minute. If you increase your speaking rate to 500 words per minute, it will be difficult for others to understand your message. We slow down when we talk about serious subjects while our speaking rate accelerates when we deal with lighter topics. Therefore, it is more appropriate to talk slowly when dealing with someone who is calling to complain and to talk faster and livelier to someone who is placing an order or making commendation.


3.1.2 Volume The loudness of the speaking voice is called volume. It affects the perception of the intended meaning of the message. A person who uses a loud speaking voice may be interpreted as aggressive or overbearing while a person with a very soft voice may be viewed as timid and shy. In the same manner, the volume of your speaking voice during a phone call may be interpreted by the customer in two ways. If your speaking voice is too loud, you may sound imposing. However, if you speak too soft, the customer might think that you are not confident or unsure of what you are telling him/her. 3.1.3 Pitch Similar to the pitch on a musical scale, the pitch of a speaking voice refers to the highness or lowness of the voice. The pitch of your voice can be an expression of your emotional state. A low speaking voice is often associated with sadness while a high pitch may denote excitement. If you want to encourage interaction, use a lively and animated pitch. A monotone pitch discourages interaction. Using a monotone pitch may reflect lack of interest. 3.1.4 Tone In a research conducted by Albert Mehrabian, he found that a communication it is comprised of 7% spoken words, 38% tone of the voice, and 55% of body language and facial expression used. As we speak, the listener gets an impression of how we feel from the tone of our voice. Based on the given proportion, it can be concluded that the tone of our voice will greatly affect the communication process. Tone refers to the variation in the pitch of the voice. During a call, a customer can sense within ten seconds whether they are talking to a sweet and accommodating contact center representative or to a bored and uninterested. Take note that the first one is our goal. Below are some tips on how you can improve the tone of your voice during a call. 1. Smile when you talk on the phone. The reason behind this is not psychological but physiological. In singing, the wider you open your mouth and the more teeth you show means the better tone you get. The same applies in telephone calls.


2. Changing the stress in words. Changing the stress on words changes the feeling, meaning, and tone of your voice. 3. Breathing Breathing will help you relax and will greatly improve the tone of your voice. People under pressure tend to become shallow breathers. When you are confronted with a difficult or irate caller, practice long, slow, deep breaths to improve your tone.

Process

Task 1: Matching Type Directions: Match Column A with Column B. Write the letter of your choice. Do this on your notebook. A

B

1. the variation in the pitch of the voice 2. the highness or lowness of the voice 3. includes body language and voice nuances 4. loudness of the speaking voice 5. the speed (fastness or slowness) of your speaking voice

a.

rate

b.

tone

c.

pitch

d.

volume

e.

paralanguage cues


Task 2. Modified True or False Direction: Determine whether the statement is true or false. If the statement is true write T. otherwise, rewrite the statement by correcting it. Do this on your notebook. 1. Communication is all about words. 2. A monotonous tone is a sign of enthusiasm. 3. If you want to sound apologetic and humble, do not use a loud speaking voice. 4. If you frown while you speak, the tone of your voice will encourage interaction. 5. Slow and deep breathing will not help you when confronted with a difficult call.

Reflect and Understand Task 3. Spot the Difference Directions: Using a computer, visit the link below. Read the article and listen to the voice recording in the exercise. Then, answer the following questions in your notebook:

http://www.womensally.com/articles/Tone-Voice 1. How can the tone of your voice affect the message that you are sending? 2. What differences did you observe between statements delivered in a firm and harsh tone and to those delivered in a more friendly tone?


1.7 Accent Know

3.2 Accent 3.2.1 Stress In English, we do not say every syllable with the same force. One syllable is articulated loudly while the others are articulated softly. The forceful articulation of one syllable is called stress. To stress means to make emphatic or more prominent. There are three levels of stress in the English language - the primary stress or the main stress, the secondary stress, and the unstressed. Learning about word stress will be easier if you understand the concept of syllables. Every word contains syllables. Syllable is the smallest unit of pronunciation that can contain stress. A word may have one, two, three, or more syllable.

Table 14. Syllabication Word

Number of Syllable/s

ask

Ask

1

call

call

1

dial

di-al

2

order

or-der

2

complain

com-plain

2


customer

cus-to-mer

3

encoded

en-co-ded

3

supervisor

su-per-vi-sor

4

accommodation ac-com-mo-da-tion

5

Some languages such as French and Japanese pronounce each syllable equally. However, native English speakers use stress naturally. Non-native speakers should learn to pronounce words with the correct stress in order to arrive to a common understanding. The stress pattern of a word can affect a word’s meaning. Proper stress and correct articulation of phonemes should go hand in hand, so that non-native speakers of English will be understood by native speakers. The following rules will help you learn more about correct pronunciation of words. 1. A word has only one stress. Each word has only one stress. If you hear two stresses, you hear two words. Example: can - CAN dress – DRESS

2. Stress is placed in vowels only. Examples: again after agreeing 3. Most two-syllable nouns and adjectives are stressed on the first syllable. Examples: Two – syllable noun report REport update UPdate ICT – CONTACT CENTER SERVICES – Grade 10 118

Two – adjective

patient syllable happy

PAtient HAPpy

4. Most two-syllable verbs are stressed on the last syllable. Examples: Two – syllable verbs to report to rePORT to update to upDATE

NOTE: Notice the word report. It functions both as a noun and as a verb. If stress is placed on the first syllable, it is a noun. If stress is placed on the last syllable, it becomes a verb. 5. For words ending in –ic, -sion, -tion, stress is placed on the second to the last syllable Example: scienTIfic perMISsion NAtion 6. Words ending in –cy, -ty, -phy, -gy, and –al have stress placed on the third from end syllable. Examples: GEOgraphy SOciety iDENtical PsyCHOlogy 7. For compound nouns, the stress is on the first part. Examples: HOMEtown SOFTware BREAKfast 8. For compound adjectives, the stress is on the second part. Examples: old-FASHioned ICT – CONTACT CENTER SERVICES – Grade 10 119

well-KNOWN well-DRESSed easy-GOing good-LOOKing 9. For compound verbs, the stress is on the second part. Examples: fall aPART turn aWAY come BACK come IN 3.2.2 Intonation Intonation refers to the way your voice goes up and down when you speak. It is important to vary your intonation to keep the customer’s interest. There are two kinds of intonation: rising intonation and falling intonation. 1. Rising intonation In this intonation, the speakers’ pitch rises and remains high until the end of the statement. The high pitch at the end of the statement may mean that the speaker needs a reply. This is why this intonation is mostly used for interrogative sentences especially for yes-no questions. It is also used if the speaker is uncertain or unsure. Example: Is the shipping address the same as the billing address? 2. Falling Intonation The speakers’ pitch in this intonation fall at the end of the thought or statement. This intonation is used when you want to tell a fact. This intonation conveys certainty. Example: The shipping address is the same as my billing address.


For non-native English speakers, intonation may not come naturally. Hence, practice is important. Listen to radio announcements, and TV interviews. Observe how announcers or reporters utilize intonation in order to send a clear message. Try imitating the statements with different intonation. 3.2.3 Blending Blending is the ability to smoothly combine individual sounds into a word or words in a phrase as if they were one word. Usually, the final consonant sound of a word is blended with the initial vowel sound of the next word. This means that the end of one word is attached to the beginning of another word. Examples: Spelling

Pronunciation

My name is Ann.

my nay mi zæn

909-5068

Nay now nayn fay vo sick seyt

Did you like it?

Didja like it?

3.2.4 Phrasing Phrasing is dividing an utterance into breath units or thought groups. Thought groups refers to phrases in accent reduction classes. Sentences are usually divided into shorter pieces when speaking or reading. In phrasing, the speaker pauses in between thought groups or breath units. Phrasing is done to: a. catch breath, b. to clarify meaning, and c. to emphasize an idea. It is necessary to identify which group of words expresses a single idea because it will not sound natural to pause in the middle of a thought group. ICT – CONTACT CENTER SERVICES – Grade 10 121

Example: Is it okay if I put you on hold/ for a minute or two/ while I pull up your account?// We do have an available room/ in the 21st of November.// Note: / means pause // means full stop Remember that to neutralize your accent you have to apply the correct stress in each word and the appropriate intonation and phrasing. Blending will also improve your accent. It is now time for you to practice.

Process Task 1: Pool up! Direction: Complete the given statement below. Choose from the pool of words inside the box. Do this on your notebook. 1. ________________ means to make emphatic or more prominent. 2. The smallest unit of pronunciation that may contain stress is _______________. 3. The word “approximation” has _________ syllables. 4. The way your voice goes up and down when you speak is known as ____________. 5. _______________ should be used when you are asking a question or are uncertain. 6. ________________ must be used when stating a fact or truth.


7. _____________ is to combine individual sounds into a word or of words in a phrase as if they were one word. 8. ________________ is dividing an utterance into breath units or thought groups. 9. A group of words expresses a single idea which is also referred to as phrase is _________________. 10. The primary reason for doing phrasing is to ___________________. phrasing

syllable

catching breath

blending

intonation

5

thought groups

rising intonation

6

stress

falling intonation

paragraphing

Task 2: The Last Man Standing Direction: This is a game that will test your knowledge on the application of the lessons discussed. Follow the steps bellow: 1. The teacher will write a phrase on the board. 2. Read it silently. 3. Practice pronouncing it with a neutralized accent. 4. Everybody will be asked to stand. 5. Once the teacher points to you, you have to read the phrase aloud. 6. If you pronounced it correctly and with a neutralized accent, you will be allowed to sit. Otherwise, you will remain standing. 7. This will be repeated until only one student is left standing. 8. The student left standing will be given further training on accent.


Task 3: Read! Speak up! Direction: Read the following sentences in front of a partner. Allow your partner to take note of corrections. Take turns in doing the task. When both of you are done, discuss the comments you made. You may also try to read the words and statements again, taking in consideration the comments given by your partner. 1. Thank you for calling Red Square. This is Jem. 2. How can I provide you with outstanding service today? 3. May I have your phone number so I can pull up your account? 4. Your order number is 2-1-0-4-5-8-9. 5. Is it okay if I place you on hold for a minute or two while I check on your order? 6. I am so sorry to hear about the interruption on your download. 7. Let me assist you with that. 8. I will transfer you to the technical support department now. 9. Is there anything else that I can assist you with? 10. Have a nice day George.

Reflect and Understand TASK 4: Getting Updated! 1. Using a computer with Internet service, follow the given URL: http://www.philstar.com/business/2014/04/07/1309878/accentmatters-philippines-acquiring-70-india-call-centers 2. Read the feature article written by Camille Diola from philstar.com. ( Your teacher may also provide a hard copy of the article for the class.) ICT – CONTACT CENTER SERVICES – Grade 10 124

3. Take down notes as you read. Gather data regarding the following: a. What is considered as an advantage of Filipinos over Indians in terms of working in the contact center industry? b. Cite some benefits neutral accent provides to BPO companies. Task 5: 1, 2, 3 1. Using a computer and with Internet service, follow the given URL: http://www.esl-lab.com/tips/pronunciation.htm 2. Listen to the voice recording.

3. In your notebook, write three things that should be remembered in reducing or neutralizing your accent.


Task 6: SIXportant 1. Using a computer with Internet service, follow the given URL: http://accentadventure.com/improve-english-pronunciation/

2. Read the article on the given URL entitled “TOP 6 Activities For Any Foreigner Who Wants to Improve Their English Pronunciation”. 3. Answer the following guide questions. a. Enumerate the 6 activities that will help you improve your English pronunciation. b. Choose 3 activities that you think will be more applicable to yourself. Explain why you chose them. 4. Be ready to share your answer with your classmate. Task 7: Read. Speak. Check. Directions: Be ready with your voice recorder as you have to record your voice in the conduct of the following activities. A. 1. Using a computer and with Internet service, follow the given URL: http://quizlet.com/1069781/rising-and-falling-intonation-flash-cards/ 2. Read the given statement one at a time. Incorporate all the aspects of accent that you learned especially tone. 3. Click the audio button to check if you have pronounced or delivered the statements using the correct intonation and proper accent. 4. You may revisit the site for exercise purposes. B. 1. Using a computer, follow the given URL: http://www.trainyouraccent.com/a-online-shopping.htm 2. Read the given paragraph slowly. ICT – CONTACT CENTER SERVICES – Grade 10 126

3. Read it with a neutralized accent and record your voice. 4. Listen to your voice recording. 5. Listen to the audio option in the link and compare your recording with it.

6. You may opt to re-record your voice to achieve the desired result.

Know 3.3 Conversational Cues Recall that in communication only 7% of the message is conveyed through words, 38% is carried through the tone of your voice while 55% is conveyed through body language. Apparently, body language is not available during telephone conversations. This constitutes to more than half of the message conveyed, in order to make up for this, Contact Center Services providers must invest in their voice. Moreover, conversational cues take the place of body language. Listening is more than just hearing the words the other person is uttering just as message is far more than word. Message may be conveyed through nonverbal or conversational cues such as the subtle sounds, the tones, the sigh, the delayed response, or the quick response of a person. Conversational cues are hints embedded in a delivered statement that helps one determine the real meaning conveyed by the ICT – CONTACT CENTER SERVICES – Grade 10 127

speaker. It is true that communication does not rely solely on words. It is necessary for you as a Contact Center Services provider to be knowledgeable on decoding these conversational cues. This skill will help you become an efficient and effective listener. The following are examples of conversational cues that you may encounter and their possible meaning. 1. If a customer is giving quick feedbacks, it may mean that he/she is busy or in a hurry. What you should do? If you have already noticed this cue, you should get straight to the point. Avoid long narrations as it will just irritate the customer. 2. If you hear long pauses between the customer’s responses, it may mean either he or she is confused with what you are saying or he/ she is distracted by something else. What you should do? You should slow down to make sure that the customer can follow with that you are saying. If you feel that the customer is distracted, try asking questions to get their attention and get them engaged in the conversation.

3. If a customer uses a lively and animated pitch, it may mean that he/she is excited or satisfied. What you should do? It is very important that you keep up with the energy of the customer. Be lively and accommodating to the customer.

4. A monotonous tone may reflect boredom. What you should do?


Once you’ve noticed that the customer is getting bored in the conversation, try to animate the tone of your voice or rephrase your statement in a way that will be more appealing to him/her.

Knowing how to decode these cues will help you address the needs of the customer appropriately or respond to their demands promptly. Although it is necessary to learn how to identify cues used by the customer, it is also a must for you as a contact center service provider to be mindful of the conversational cues you intentionally or unintentionally use as you communicate. Apologizing may not sound so sincere if you are speaking in very fast or using a high pitch tone. In the same manner, offering an upsell may not be so enticing if done in a monotonous tone of voice.

Task 1. Complete the Table Directions: Determine whether the context clue on the first column matches the interpretation on the second column. If the two matches, put a check mark on the third column. Otherwise, place an X mark.

Conversational Cue Long

pauses

between responses

Interpretation

Judgement

in Speaker is attentively listening to you

Lively, animated tone Customer is excited of the voice

or satisfied


Monotonous speaking Speaker is confused voice

with what you are saying

Giving

of

feedbacks

quick Customer

is

not

interested

Transfer Task 2: MOCK CALL In this transfer task, you will be simulating a call. Below is a spiel on placing an order through a call. Be mindful of your pronunciation and try your best to incorporate accent as you deliver your lines. 1. Choose a partner. Decide who will be the customer/caller and who will be the contact center representative. 2. Try to read your lines as relaxed and as realistic as possible. 3. Incorporate the correct stress on words and neutralize your accent. Placing an order CSR Customer Thank you for calling Shacks Hi. I am calling because I can’t Shopping Center. This is _____. seem to place my order online. How may I assist you today? I am sorry to hear that Ma’am/ Oh! That’s wonderful. Thank Sir. If you want, I can help you you. place your order over the phone. May I have your name? so I can You can call me _______. address you properly.


May I have your phone number, The number is 105-104-987-1. _____ so I can pull up your account. That would be 105-104-987-1.

Yes.

I understand you are trying to Item number? Where can I see order online. May I have the that? I am in front of my item number, please? computer now. It’s located in the first bullet of Alright. It’s a Victorinox Swiss the item description part. Army Watch, Men's Chrono Classic Black Leather Strap. Item number is 156789. Let me just repeat that. It is Yes, that would be all. 156789. Would this be all, _____? Ok. I’ll be using my Mastercard. Your order total is $2,874. 5768-9876-4321 That would be great. May I have your card number please? Yes. It’s 350 5th Avenue, New That would be 5768-9876-4321. York, New York, 10118. Will the shipping address be the same as the billing address? Thank you for that information. Let me repeat that. 081310, Order has been successfully right? placed. Your order number is 081310. Yes ____. Is there anything else No. You have been very helpful. I can assist you with today? Thank you. You are welcome. Thank you for Thank you. Bye. shopping at Shacks Shopping Center. Have a great day! ICT – CONTACT CENTER SERVICES – Grade 10 131

4. Practise together with your partner. 5. Present in front of your teacher. Rubric for Evaluation Speaks clearly and at an understandable pace 10 pts. Accent is neutralized 10 pts. Well-rehearsed (extemporaneous or scripted presentation) 5 pts. Limited use of filler words (“umm,” “like,” etc.) 5 pts. Total 30 pts. The rules will serve as your guide on how you can converse with native speakers efficiently. Yet it is better if you will try to “feel” the language and add the stress naturally.


CONTENT STANDARD PERFORMANCE STANDARD The learner demonstrates The learner independently understanding of concepts and demonstrates appropriate approaches underlying principles in delivering in delivering quality customer services quality customer services. in accordance with call center industry policies. QUARTERS III and IV Time Allotment: 100 hours MODULE 4 DELIVERING QUALITY CUSTOMER SERVICES Introduction This module is designed to orient you on the essential functions and specific tasks involved in Business Process Outsourcing (BPO). The quality of service is of utmost importance in the Business Process Outsourcing world. The exchange of ideas between the service provider and the client, which requires good communication skills acquired, helps you to accurately impart ideas to your would-be clients. This, however, is just a part of the whole process. There is still a need for hands-on training and industrybased simulation which will permit application of communication skill concepts that are part of a telemarketing or call center agent’s role. Overall customer satisfaction is determined by the quality of your service. Improved customer experience later on builds lasting and profitable relationships which is one of the many advantages of a quality customer service. Through this module, you will gain knowledge and understanding of the various functions and processes involved in a Business Process Outsourcing firm. Furthermore, it will enable you to gain the necessary skills and the right attitude in transmitting and/ or receiving calls from the customers, handling customers’ complaints, providing after-sales support and documenting events. Knowing these skills will surely help you become more productive and efficient in the field of Contact Center Services. ICT-CONTACT CENTER SERVICES- Grade 10 133

OBJECTIVES At the end of this module, you are expected to: 1. describe the functions and processes involved in a BPO/Call Center industry; 2. transmit/receive calls from customers; 3. handle customers’ complaints accordingly; and 4. provide after-sales support and document events. ******

Read the objectives presented on this page carefully. Proper mind set on the competencies you have to master is a good way to start your journey in learning. Take note that you need to exert your best effort in using the English language beginning today. It is suggested that you think and communicate in English as much as you can so that it would come naturally as that of the native speakers of the language. This will also help you in understanding the concepts and in the practical activities to achieve your goal.

ICT-CONTACT CENTER SERVICES- Grade 10 134

PRE-ASSESSMENT Let us first assess your prior knowledge regarding this lesson. You need to recognize the concepts which you already know and those which you need to reinforce and enrich so that you would know how to equip and prepare yourself for the tasks ahead. Answer the test with all honesty and enthusiasm. Remember that this is your personal assessment which will help you in identifying key concepts which you have to improve. DIRECTIONS: Write the letter of the best answer on your answer sheet. 1. It refers to the management of one or more specific business processes or functions by a third party. A. B. C. D.

Business Process Outsourcing Customer Relationship Management Information Technology Enabled Services Knowledge Process Outsourcing

2. Software development, data entry, programming, and web development services are examples of services under _________. A. B. C. D.

Business Process Outsourcing Customer Relationship Management Information Technology Enabled Services Knowledge Process Outsourcing

3. It includes customer-related services such as marketing or technical support. A. Back office Outsourcing B. Front office Outsourcing

C. Offshore Outsourcing D. Nearshore Outsourcing

4. It includes internal business functions such as billing, purchasing, payroll of employees, and other similar tasks. A. Back office Outsourcing B. Front office Outsourcing



5. When a Singapore-based company subcontracts a Philippine- based company to do software programming, it is called _________. A. Onshore Outsourcing B. Front office Outsourcing


6. HSBC, a US-based finance company, hired an Indian-based BPO to manage its online credit card inquiry and funds transfer. The type of outsourcing shown here is ____________. A. Back office Outsourcing B. Onshore Outsourcing


7. It is system is being carried out online with the data being held at a third party’s premises and accessed via the web. This type of BPO is a means to save physical office space so one may retrieve information quickly and easily. A. Accounting B. Document Management

C. Procurement D. Software Development

8. It involves managing requests for information or proposals and recommending the best potential suppliers, selecting suppliers, and issuing/managing legal contracts. A. Accounting B. Document Management

C. Procurement D. Software Development

9. It is a subset of BPO which is a centralized office that facilitates large amounts of inbound and outbound telephone calls A. Accounting B. Call Center

C. Document Management D. Software Development

10. It is a set of measurements to quantify performance and results in the call center world A. matrix B. metrics

C. rubrics D. rating


11. In a call center, this measures how effective your agents are in utilizing their time and how efficient they are in balancing the various aspects of their jobs. A. Time Metrics B. Productivity Metrics

C. Quantity Metrics D. Quality Metrics

12. Customer Service, Satisfaction Score, Escalation Rate and Resolution time are all under _______________. A. Time Metrics B. Productivity Metrics


13. The customer became angry, and speaking to someone of higher authority will be a prerequisite to calming him down. This example falls under ________________. A. Average Call Duration B. Call Quality

C. Escalation Rate D. Resolution Time

14. This criteria includes things like building rapport and using proactive, service-oriented language. A. Quality Criteria B. Standard Criteria

C. Subjective Criteria D. Objective Criteria

15. An example of this include opening the call with the appropriate greeting and asking if there are any other issues which the customer needs assistance. A. Quality Criteria B. Standard Criteria

C. Subjective Criteria D. Objective Criteria

16. It refers to how well agents accomplish their tasks, especially their primary function of customer contact. A. Time Metrics B. Productivity Metrics



17. It refers to the ability to actively listen, question appropriately, provide feedback, and use the skills outlined to build customer relationships. A. Business acumen B. Cross selling

C. Interpersonal communication D. Change management

18. The focus on this type of call is more on “procedural” knowledge, where there are specific steps required to complete a given operation using the provided computer systems. A. Handling queries B. Handling transactions

C. Handling complaints D. Handling reports

19. These are heavy users of knowledge management systems for solving problems and issues regarding a product. A. Academic instruction C. Directory B. Booking D. Technical Support 20. A system that lets the agent see what has been done or promised by others, so that customers do not need to tell the whole history of the call. A. Contact Management System B. Automatic Call Distribution system C. VoIP system D. Desktop tools 21. Factors to consider when complaint arises are _______________. A. customer and complaint B. customer and service

C. customer and product D. customer and contact center representative

22. Issues, concern of customers to be satisfied are listed below except ________________. A. reliability B. leadership

C. enjoy doing business D. do business with trustworthy people


23. It is a way to make the customer feel that his call is important to you. A. Act and speak calmly. B. Listen attentively to what your customer is saying. C. Treat complainants as valued customer. D. Be understanding. 24. How do agents accept ownership of the problem then apologize? A. Act and speak calmly. B. Listen attentively to what your customer is saying. C. Treat complainants as valued customer. D. Be understanding. 25. Let the customer talk of his complain and say something to make him feel comfortable. A. Act and speak calmly. B. Listen attentively to what your customer is saying. C. Treat complainants as valued customer. D. Be understanding. 26. "Okay, I really understand and agree with you that this is very stressful to you, but for me to help you I must work within our process.” The statement implies _____. A. giving responsibility B. empowering staff C. using the person’s name often, and with care D. controlling of situation 27. “I can understand why you feel the way you do Sir Robert” The statement implies _____. A. giving responsibility B. empowering staff C. using the person’s name often, and with care D. controlling of situation 28. It is contact center representative’s skill where customers want you to understand their issue with the hope you will be able to assist them. A. professionalism C. desire to solve problem B. communication D. great listener ICT-CONTACT CENTER SERVICES- Grade 10 139

29. It requires you to have the fundamental sincerity to help others. This skill is known as _____. A. professionalism B. communication C. desire to solve problem D. great listener 30. It means you need to be a patient and calming influence when interacting with customers at all times. A. professionalism B. communication C. desire to solve problem D. great listener


LEARNING GOALS AND TARGET After carefully reading the introduction and objectives, and upon answering the pre-assessment, you probably have an idea now of what you will be taking up in this module. It is best that you identify your personal goals in the beginning of this lesson so you would have a sense of direction to guide you. Enumerate your targets and come up with your goals in your notebook. Use a graphic organizer similar to the one below.

Target 1

Target 6

Target 5

Target 2

__________________________ __________________________ __________________________ __________________________ __________________________ _____

Target 4


Target 3

Lesson 1: The BPO/Call Center Industry The world adapts to the fast-paced developments brought about by globalization and technological advancements. As a result, major changes in the industries introduced various means to minimize or reduce production expenses while maximizing profit. This is one of the many reasons why companies channel the processes of their production or service to third-party clients which lead to the birth of BPOs. As part of the industry, the terms customers, clients, call center agents and representatives will be used frequently throughout the module. Customers refer to the people who are current or potential buyers, subscribers, account owners or patrons of the industry who enters into transaction with you through information technology (IT) assisted devices like computers, telephones and mobile phones. Clients refer to companies you will represent. Agents or representatives otherwise known as rep/s are job titles of personnel who assist customers in activities which are described in this module. Preliminary Activity Call center jobs are very popular in the country nowadays. Most likely, you may find a relative or a neighbor in your community who works in the said industry. Before formally knowing the career, first you need to create a concept map of your prior knowledge on the topic.

Create a concept map of key words or phrases that are related to the term call center. ICT-CONTACT CENTER SERVICES- Grade 10 142

Your map may branch out to different directions. Remember, there is no wrong answer here. This is your self-assessment on the depth of your understanding on the topic. A sample is shown on the next page.

Buildings

Job opportunities

Night shift

for Filipinos

1.1 What is BPO? The term outsourcing is a system whereby an organization can subcontract certain areas of work to a third party organization that specializes on the task to be done. Business Process Outsourcing or BPO refers to the management of one or more specific business processes or functions by a third party. It involves contracting of the operations and responsibilities of a specific business function. Examples of these business processes or functions are human resources, procurement, finance, accounting asset, and property management. Here, you hire a separate company or firm to handle business activities for your company.


BPO is “the delegation of one or more IT-intensive business processes to an external provider that, in turn, owns, administrates and manages the selected process based on a defined and measurable performance metrics”. Gartner Dataquest. BPO is also a long- term contracting of non-core processes to an outside provider.

Figure 6. Call Center Firm This is basically performed by white collar and clerical employees to achieve various benefits such as cost savings, and better quality and ability to focus on core competence. BPO involves outsourcing processes that are not core to a company but are somewhat essential for smooth operation of the company. The customer transfers the complete responsibility of these functions to another company which guarantees certain service quality standards. Such processes include customer service, payroll processing, inventory management, and the like. Imagine an entrepreneur who is starting a small-scale business. In the early stage of operation, one could still manage to personally deal with all the tasks involved by himself. This will allow the entrepreneur to reduce labor expenses, since he does not have to pay for workers or laborers. He, at the same time, could focus on his finances, since he handles all the incoming and outgoing funds personally. As business progresses, he would probably need a helping hand, in the form of additional workers to expand his business enterprise. If it escalates to ICT-CONTACT CENTER SERVICES- Grade 10 144

a higher and more progressive level, more workers and upgrade in facilities and equipment would be required. In countries where labor cost is very high compared to the projected earnings of a company, the need to pass the work to another team where labor costs would be lower is a necessity. For example, a US company may have facilities and resources in the Philippines, so that they can employ highly educated personnel with lower social costs. As a result, the services can be delivered at a much lower price than is possible in the US. This is the general concept of BPO. In the Philippines, the term BPO is frequently associated with Call Center or Telemarketing firm. BPO, however, is not entirely synonymous to “Call Centers”. You will understand this better as you explore the next lessons of the module. 1.2 Why Outsource? Have you ever wondered why the BPO industry flourished? It actually benefits both the business organization and the manpower or labor force. It is a win-win solution. These are just some of the perceived benefits of outsourcing:     

Reduced or controlled operating costs Reduced labor cost Higher level of service for the same or even lower cost service Allows you to focus on your core business Gives you access to world-class expertise and those not available internally  Provides enhanced efficiency and productivity  Predictability of costs  Utilization of common applications; freeing up of some financial and human capital


1.3 Profile of the BPO Industry (Global and Local)

Data search , information and management (31% or $44B) Customer interaction services (24% or $33B) Remote Education (13% or $18B) Finance and Accounting Services (11% or $15B)

Networking and consulting management (11% or $15 B) OTHERS (12% or $16B )

Figure 7. US $142 Billion Market for IT- Enabled Services The benefits that BPO industry contributes to the economy may be quantified in terms of money and it can be from billions to trillions of dollars. IT-BPO industry in the Philippines was projected to increase from US$500 billion in 2009 to US$1.5 trillion in 2024 (Tholons, 2011). See Fig. 7 According to the Everest Analysis (World Bank and IMF projections), the country’s 2016 roadmap might lead to 9% increase in GDP, wherein 2016 revenues of the Philippine’s IT- BPO Industry may vary from US$15 billion to US$ 25 billion, depending on the strength of industry effort and government support. Its projected direct employment will be 680,000 to 1.3 million and indirect employment of 1.7 million to 3.2 million. In the Philippine setting, call centers are widely known and accepted as one of the leading job providers in the country. This is because the government has opened its doors to foreign investors that require cost efficient technical services.


The BPO industry started here in the Philippines in 1992 with Accenture, then followed by Sykes Enterprises, Inc. in 1997. The offshore call center industry started in the Philippines in 1999 when Cyber City set up an outsourcing facility at the former USAF base in Clark and has been followed by other firms, such as eTelecare, People Support, ePLDT/ Ventus, Convergys Corporation, TeleTech Holdings, Inc., Cyber City Teleservices, Sitel/ Client Logic, etc. The agents at these call centers handle inbound or outbound traffic via telephone and other available channels. Today, the Philippines is an important offshore player driven by several factors such as the following: 1. increasing government support on IT investment 2. large pool of graduates with English communication skills and knowledge in ICT which is far superior to India and has led many companies to close down Indian operations and move them to the Philippines 3. reliable and reasonably-priced telecommunication infrastructure 4. low-cost high quality locations, growing buyer trends on outsourcing The Philippines is considered the most attractive global provider of ITBPO services in Asia (Economist Survey: M. Alan in MBOL May 29, 2012). IT-BPO revenues for the Philippines reached US$11 billion and 640,000 direct employees in 2011. It is the key driver of economy, and the fastest growing source of employment and revenue (DTI, 2012)

This is just a big picture of the BPO industry as a worldwide phenomenon. There are a lot more to learn, especially in terms of the actual work. Learning and researching more about it will give you an edge among others who will be pursuing the same career track in the near future.


Process TASK 1: Business Process Outsourcing DIRECTIONS: Complete the following content organizer to summarize the lesson.

BPO Defined:

Perceived benefits of the BPO Industry

TASK 2: BPO Industry in the Philippines DIRECTIONS: Write a short essay that stresses the factors which make the Philippines a better, if not the best option for Business Process Outsourcing. Write this in your notebook or on a separate sheet of paper. What makes the Philippines a better BPO market compared to other nations? _________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ICT-CONTACT CENTER SERVICES- Grade 10 148

Reflect and Understand TASK 3: Video Presentation 1. Using a computer with Internet service, follow the given URL: http://www.youtube.com/watch?v=9w1MJnz-vbg

2. Watch the video presentation on Youtube carefully. (Your teacher may also download the video presentation for the class.) 3. Take down notes as you watch. Gather data on the following: a. Why do Filipinos go to the call center industry? b. What are the perceptions of the different call center agents interviewed regarding their work? c. What are the effects of their call center culture on their personal lives? d. What are the advantages of the Filipino call centers compared to their competitors? e. What is the implication of the BPO industry in the Philippine economy?


4. Organize the gathered data on your notebook or portfolio. Use a graphic organizer to relate every information with one another. TASK 4: Cooperative Learning – Reflection on the Video Presentation Form small groups (with at least five members each) and compare the data you have gathered through a 10-minute group sharing. Based on the outcome of your collaboration, list down the advantages and the disadvantages of the BPO industry on the lives of ordinary Filipino workers. Present your output to the class (at least 3 minutes per group). Your group will decide how you will deliver the output to the class. It can be in the form of reporting, song rendition, poem recitation, panel discussion or skit. TASK 5: Oral Presentation- Economic Implications of the BPO Industry Create a 2-minute speech on the topic of your choice. You may choose from the following topics: 1. Call center industry’s contribution to the country’s economic growth 2. The challenges and opportunities for Filipino call center representatives. 3. The future of the Philippines in terms of BPO Industrialization You may use the PDF file entitled “Philippine IT BPO Roadmap 2016: Driving to Global Leadership” as your reference. It contains accurate information on the economic contribution of BPOs to the Philippine economy. Use this URL- www.ncc.gov.ph/files/lacdao_phil_it_bpo_roadmap.pdf

TASK 6: Research Activity This transfer activity aims to provide you with an actual overview of the BPO industry in the country. Your class will be grouped into 5. You and your group mates will conduct a research about the current status of the BPO industry in the Philippine setting.


Cite outsourcing firms or companies which are on the lead at present time and situated within your vicinity. Give a brief background about the firm Gather general information such as job titles and job descriptions, average salary and benefits for employees, and number of current employees. Find out the benefits that your community get from the outsourcing firm by visiting your local government unit or the Bureau of Internal Revenue to inquire about the taxes being generated by these BPO firms. Come up with a conclusion regarding the implication of the said industry in terms of the economic growth of your locality. Consolidate your findings in a PowerPoint presentation to be presented to the class and a written report which will be submitted to your teacher.

Lesson 2: Types of Industry

Call centers, just like other types of businesses, offer a variety of products and services. The development in the business world pushes the industry to be more flexible, thereby making the possibilities endless. Call centers are also classified based on job-tasks and the location in which the service is offered. Preliminary Activity Think about calls you have made or received from a call center representative or telemarketer. Give examples of customer service functions you have encountered or obtained in these interactions? If you have not yet experienced such, ask your parents or close relatives about their encounter with a call center representative.


Fill in this chart on a separate sheet of paper to summarize the details of your interaction. An example is already provided: Concern/ Problem Questionable load deduction

Contact Person Telecommunication Customer Service

Resolution

Remarks

Agent told me to wait for the load to be restored.

Load was reloaded after 24 hours – Problem Solved.

Frequently, BPO is referred to as Information Technology-Enabled Services (ITES). This is because most business processes include some form of automation and information technology devices such as computers that "enable" these services to be performed. This encompasses careers in software development, data entry, programming, and web development services. BPO is distinct from Information Technology (IT) outsourcing, which focuses on hiring a third-party company or service provider to do IT-related activities, such as application management and application development, data center operations, or testing and quality assurance. The Philippines is currently among the most cost competitive destinations for IT-BPO services. An offshoot of BPO is Knowledge Process Outsourcing (KPO) Considered by some to be a subset of BPO, KPO includes those activities that require greater skill, knowledge, education, and expertise to handle. This may include services in financial analysis and legal services. 2.1 Types of BPO Industries BPO is often divided into two main categories: 1. Back Office Outsourcing- This includes internal business functions such as billing, purchasing, payroll of employees, and other similar tasks.


2. Front Office Outsourcing – This includes customer-related services such as marketing or technical support.

Figure 8. Call Center in the Philippines Based on the location of hiring and contracting, BPO may be categorized as: 1. Offshore Outsourcing – is outsourcing contracted outside a company's home country. This is done when high-volume, low-complexity tasks are processed in a country with a significantly lower cost base than where the service has become more sophisticated. For example, the UK: traditionally India, but more recently China, the Philippines, Malaysia and some South American countries. (e.g., Numerous UK-based BPO companies such as Vertex and Capita Group are now providing offshored services to their clients through their operations in the Philippines.) 2. Nearshore Outsourcing - BPO that is contracted to a company's neighboring country. The cost base of these countries is still lower, but geographical proximity and cultural similarities can create an easier working relationship. A good relationship, cultural similarities and absence of communication gap can result in a more complex work being transferred easily. For Western Europe, this is to Eastern Europe. For the United States this is to Canada and Mexico. (e.g., Tony Lee, an information management supplier based in the US near-shored the development of its computerized purchasing system ICT-CONTACT CENTER SERVICES- Grade 10 153

to Advance Programs, a commercial systems solution provider in Canada.) 3. Onshore - is an entirely different scheme. It is the practice of obtaining business-critical, high-level services from someone not employed by the company, but within the same country. Onshore services are unique for each company. (e.g., When Burger King Corporation, a US-based chain of restaurants, lost its laboratories in the havoc created by Hurricane Andrew in1992, the company was forced to outsource its quality assurance functions to other companies in the US. Burger King still outsources its quality assurance functions onshore even after rebuilding its laboratories because it allows the company to make productive use of its internal resources.)

TASK 1: BPO Industries DIRECTIONS: Write BOO if the example describes back office outsourcing and FOO if it describes front office outsourcing. Do this in your notebook. __________ 1.A telecommunications BPO firm which deals with repair and maintenance of one’s internet connection __________ 2. A BPO company which accommodates payroll services __________ 3. A company which assists customers on US Phone directory services __________ 4. A company that takes orders of products __________ 5. A BPO accounting firm that manages sales accounts of other companies _________ 6. A bank- associate BPO that updates customers on their debit and credit accounts ICT-CONTACT CENTER SERVICES- Grade 10 154

__________ 7. An office that deals with purchasing raw materials for another company __________ 8. A firm that entertains medical insurance claims __________ 9. A document management BPOs that keep copies of financial transactions for filing of taxes __________ 10. A call center firm that assists customers on computer hardware repair TASK 2: BPO Terminologies DIRECTIONS: Match the items in column I with its correct description in column II. Write the letter of the correct answers on a sheet of paper. I

1. This obtains business-critical, high-level services from someone not employed by the company, but within the same country.

II A. ITES B. KPO C. Back Office Outsourcing D. Front Office Outsourcing

2. It is an outsourcing contracted outside a company's own country. 3. It includes activities that require greater skill, knowledge, education, and expertise to handle.

E. Offshore Outsourcing F. Nearshore Outsourcing G. Onshore Outsourcing

4. This is done when high-volume, low-complexity tasks are processed in a country with a significantly lower cost base than the home country of the company.


5. This is needed when business processes include some form of automation and information technology. 6. It includes customer-related services such as marketing or technical support. 7. BPO that is contracted to a company's neighboring country 8. It includes internal business functions such as billing, purchasing, payroll of employees, and other similar tasks. 9. It may include services in financial analysis and legal services. 10. Examples of these services are software development, data entry, programming, and web development.


Lesson 3: Basic Services within BPO Industry There are basic services related to customer service, sales and technical support that fall within the BPO industry. This depends on the specialization of the firm and its facilities, and the competencies of the manpower. Preliminary Activity

Explore the different BPO industries existing in the country. Name a few based on your research and personal interview with call center agents. Compare your answer with those listed on this module.

BPOs generally fall under several categories: 1. Finance and Accounting Processes related to finances have to be accurate. In most instances, this cannot be replaced by mere accounting software. It requires resources and procedures like raising invoices, matching them with purchase orders and reconciling bank accounts. For example, payroll is a frequently outsourced process, simply because it is being done once a month. However, when it comes to critical business processes like accounts receivable, retaining this in-house can be a good option. Remember that any issues can have a major impact on a business. The finance director should still retain control and have overall responsibility. 2. Document Management Access to data is a must in the business world. Even small companies generate large amounts of data and recording and storing these can be time consuming and expensive.


Companies can improve their use of data through an outsourced document manager. One can save physical office space and can retrieve information quickly and easily through this type of BPO. A document management system is carried out online with the data being held at a third party’s premises and accessed via the web. 3. Procurement This involves looking for appropriate suppliers, monitoring supplier performance, implementing appropriate processes and procedures, managing requests for information or proposals and recommending the best potential suppliers, selecting suppliers and issuing or managing legal contracts. The BPO service provider can help reduce costs through more thorough evaluation of supplier performance, an in depth knowledge of the markets within which they work and bulk purchases for a number of customers. 4. Software development This is increasingly being outsourced or ‘off-shored’, with software development teams based in areas such as Central and Eastern Europe and Asia where there is access to highly-educated, low-cost personnel. This is because the social costs in these growing economies are currently way lower than in Western economies. It is more practical to simply hire a team of people to do the software development when the need arises than having full-time developers on site. The majority of software vendors have teams based outside of their main domain for this reason. 5. Call Centers A call center, a subset of BPO, is a centralized office that facilitates large amounts of inbound and outbound telephone calls. As defined by Keith Dawson (Dawson, 1988), a call center is a “ physical location where calls are placed or received in high volume for the purpose of sales, marketing, customer service, telemarketing, technical support, and other specialized business activity.” ICT-CONTACT CENTER SERVICES- Grade 10 158

Figure 9. Call Center Agent/ Representative at Work Trained representatives who handle transactions do the jobs which are formerly found in an organization’s customer service, accounting, and sales department. Because of the continuous advancement in technology, call center staff members can now do additional tasks such as identifying and responding to customer needs and related tasks, providing informational functions such as troubleshooting technical issues and selling a variety of products and services. Call centers have a number of uses: A. Customer Services (in-bound calls) Customers that call for transactions like order processing, administrative assistance like complaints or billing questions can be handled by customer service call centers. BPO companies that facilitate this have up-to-date equipment and software that enables a seamless and fast way of dealing with queries and resolving issues. These companies use an automatic call distribution (ACD) system that routes each call automatically to the next free call-center employee, to ensure that customers never have to wait for too long for a call to be answered. Some even have the capability to recognize when a customer is getting irritated or annoyed and automatically sends an alert to a manager who may intervene if necessary. Many banks and financial services have outsourced their customer services facilities. ICT-CONTACT CENTER SERVICES- Grade 10 159

B. Telemarketing and telesales (outbound calls) Call center agents place calls to customers in order to obtain information or sell products and services (e.g., customer satisfaction surveys, marketing, sales, and customer follow-up). Selling some products and services are much easier to sell via the phone, and do not require ‘faceto-face’ interaction. As a result, the costs for marketing and selling such products will be drastically reduced. C. Data cleansing Data cleansing is a system of phoning the contacts within a database in order to ensure that all the details such as names, phone numbers and the like are correct. This allows sales people to phone and send emails safely with the knowledge that the information is up to date. Again, it is far more cost-effective to offshore this process in places with huge labor cost. 6. Legal Services Legal offshoring is also gaining popularity nowadays. This is a good example of KPO. Lawyers commonly handle this type of a job. This may involve monitoring old contracts and licensing agreements to managing documentary evidence for product-liability cases. Personnel of such industry read, analyze, and annotate digital images of memos, payroll and medical records, old engineering specs, and other documents that might be used as evidence in legal cases. The industry in which the call center industry operates is global, making it an extremely competitive industry. As a result of intense competition, outsourced call center services and solutions frequently are subject to pricing pressure. Aside from our country, India, China, Malaysia, Ireland and Canada are huge markets of call center industry. Sample fields where one could work under the BPO industry are the following:  Customer Service  Technical Support  Administrative Support ICT-CONTACT CENTER SERVICES- Grade 10 160

             

Accounting Bookkeeping Virtual Assistant Telemarketing Programming Call Center Service Sales Data Entry Internet Research Web Development Content Management Graphics Design Direct Mail Email Marketing

Depending on the service being offered by the company where one will be assigned to work in, delivering quality customer services will always remain the top priority.

These are just some of the most popular BPO services. You may find out more by checking out the different BPO firms (especially those which are locally available) via the Internet.They offer variety of services for you to choose from.

TASK 1: Identification of BPO Services DIRECTIONS: Identify the service being described in the following statements. Write your answers in a separate sheet of paper. ___________1. It deals with customer satisfaction surveys, marketing, sales, and customer follow- up are the tasks involved in this service. ___________2. It involves looking for appropriate suppliers, monitoring supplier performance, implementing appropriate processes and procedures, managing requests for information or proposals and recommending the best potential suppliers. ICT-CONTACT CENTER SERVICES- Grade 10 161

___________3. It involves monitoring old contracts and licensing agreements to managing documentary evidence for product-liability cases. ___________4. Order processing, administrative assistance such as telephone directories, complaints and billing are under this category. ___________5. Companies generate large amounts of data, recording and storing these online with the data being held at a third party’s premises and accessed via the web. TASK 2: Basic Services within BPO Industry DIRECTIONS: Answer the following questions as accurately as you can. Write your answers in complete sentences. Use a separate sheet of paper. 1. What are the basic services related to the BPO industry? Give a brief description of each service. 2. How are call centers different from Business Process Outsourcing? How are they alike? 3. If you are to choose among the sample jobs under the BPO industry, what do you think best suits you and why? 4. What do you think are the advantages of having a career in a contact services? What are its disadvantages? 5. If you will be offered a job in a call center that is not in line of interest or expertise, would you accept it? Why or why not?


Reflect and Understand TASK 3: BPO Services: Explored! 1. Explore more on the different services being offered by a Call Center Industry, especially here in our country. Interview at least 2 call center agents in your community and get information about the different job descriptions in their respective areas. You may interview someone who has experience in the industry, if you cannot find someone who is presently working in a call center. Ask relevant information that you think are essential in the field you are researching.

2. Conduct an online research about other BPO services (other than those discussed here) that are being used by various organizations.

3. Consolidate the data you have gathered into a report which will be presented using the following: 

panel discussion (oral presentation)



news report (oral presentation)



skit or role playing (oral presentation)

Then submit a written report after the presentation..

Rubric Scoring Content (50%)

5

3

1

Full of useful,

Has considerable Has limited

relevant and up-

amount of

amount of

to-date

relevant, useful

relevant, useful

information

and up-to-date

and up-to-date

information

information


Written Report

Written report

Written report

Written report

(25%)

has insightful

has good content

has limited

content and was

and was

content and was

presented in a

presented

presented in a

comprehensive,

comprehensively, brief manner.

and error- proof

with a few errors.

manner.

Report has a lot of errors.

Presentation

Creative and

Creative and

Appropriate

style (25%)

appropriate

appropriate

presentation

presentation

presentation

technique was

technique was

technique was

used but

used.

used. However,

information was

Information was

information was

not clearly

clearly relayed to

not clearly

imparted through

the audience.

relayed to the

it.

audience

Total: 100%

TASK 4: BPO Services: Career Graph of an Agent It is also worthwhile to familiarize yourself with the roles you might be given should you have the chance to be in a business process outsourcing service. Here is a sample career graph of an agent. Study this carefully and interview someone with experience in this career for the job description and their specific duties and responsibilities.


Create a graphic organizer similar to the hierarchical relationships given here. Note how each job role progresses from top to bottom.

CEO Chief Executive Officer

Operations Manager

Assistant Manager

Shift Supervisor Leader Team Leader Senior Customer Service Representative

Team Leader Senior Customer Service Representative

Floor Support

Contact Center Agent / Customer Service Representative (CSR)



Present your output to the class. Compare and contrast your output with that of your classmates. Stress the importance of each job and its impact in the hierarchy of roles.


Lesson 4: Call Center Agents’ Performance Metrics Quality customer service is a high level of service attained when an industry satisfies the unique set of customer needs. This is achieved through the words and tone you use in dealing with customers. Your choice of words and the manner of delivery (tone and volume) suggests feelings that customers interpret positively or negatively. A sincere and positive approach as reflected in your conversation would generate a positive emotion thereby contributing to quality customer service. Generally speaking, we practice quality customer service for the following reasons: 

When customers wants to know basic questions about their account



When customers cannot understand the product or service they subscribed to



When customers are having difficulties with a product or service



When customers are frustrated and irate with the product or service

Understanding the customer needs is a key to quality customer service. To assess the quality of performance or service being done by an employee, call center managers use a set of standard measuring tools and procedures, in the same way that your teachers check your performance in school to maintain quality learning. This is essential if the company wants to maintain a certain level of service quality. Preliminary Activity Using the initial concepts you have learned on the previous lessons, predict the different quality assurance means that call center employees go through to achieve high quality of service. Plot these on a Venn diagram shown below to identify their similarities and differences. Use a separate sheet of paper for this activity. ICT-CONTACT CENTER SERVICES- Grade 10 166

There are no wrong answers in this activity. This will simply show your ability to contemplate and relate two different concepts in terms of their similarities and differences. Competencies shown here are the bases for screening candidates when recruiting call center employees. What skills or competencies (capacities or abilities to perform certain tasks) do you feel should an effective call center representative have? Why? 4.1 Typical Customer Service Representatives’ Competencies Here are what employers look for in applicants desiring to work in a call center: 1. Business acumen - understanding the relationship between their jobs and its impact to business and customers 2. Call management- controlling communication techniques

a

call

through

effective

3. Change management- adapting to and handling changing situations and environments 4. Conflict resolution - using effective interpersonal skills to resolve conflict situations 5. Cross selling - selling upgraded or additional products to existing customers ICT-CONTACT CENTER SERVICES- Grade 10 167

6. Decision making - gathering relative information, and analyzing situations then applying appropriate interventions to resolve an issue or come to a decision 7. Interpersonal communication - ability to listen actively, question appropriately, provide feedback, and use the skills outlined to build customer relationships. 8. Managing diversity - knowledge and ability to interact with a variety of people in the workplace. 9. Managing stress – ability to maintain a calm demeanor and mental state when situations and emotions escalate to higher levels 10. Multitasking - managing multiple priorities or assignments simultaneously (e.g., receiving customer information over the phone while inputting/ searching for data on a computer) 11. Negotiating effectively –ability to direct situations toward a winwin outcome 12. Organizing information and data- ability to assemble and maintain information in a logical file system that can be accessed by themselves and others 13. Problem solving – identifying root causes of problems through questioning and applying appropriate interventions to address them 14. Good team player – ability to work effectively with others and contribute to team task accomplishment 15. Time management- ability to use available time and resources to address assigned tasks and customer issues ICT-CONTACT CENTER SERVICES- Grade 10 168

16. Peer coaching – offering support and guidance to co-workers

Figure 10. Peer Coaching

17. Technical literacy- ability to apply basic knowledge of computer usage, applications, e-mail and Internet, and the ability to learn organization-specific software (requirement varies based on level of technical competence needed by the organization.) 18. Using call center technology- e.g., computer, facsimile, printer/ copier, database software


TASK 1: Customer Service Representatives’ Competencies DIRECTIONS: Identify the customer contact representatives’ competencies being referred to by the following statements. Choose from the competencies in the word bank. Write your answers in your notebook.

peer coaching

decision making

teaming with others

decision making

technical literacy

multitasking

change management

time management

stress management

interpersonal communication Business acumen

Cross selling

1. Basic knowledge of computer usage, Windows applications, e-mail and internet and the ability to learn organization- specific software – requirement 2. Maintaining a calm demeanor and mental state when situations and emotions escalate to higher levels 3. Gathering and analyzing then applying appropriate interventions to resolve an issue 4. Offering support and guidance to co – workers 5. Managing multiple priorities or assignments simultaneously 6. Ability to actively listen, question appropriately, provide feedback, and use the skills outlined to build customer relationships 7. Ability to work effectively with others and contribute to team task accomplishment 8. Adapting to and handling changing situations and environments 9. Selling upgraded or additional products to existing customers 10. Built to use available time and resources to address assigned tasks and customer issues ICT-CONTACT CENTER SERVICES- Grade 10 170

TASK 2: Recognizing the CSR Competencies DIRECTIONS: The class will be divided into 5 groups. Each group will create a 5-minute skit which will showcase how you think these selected CSR competencies are shown in a call center workplace. The groups may draw lots so that the competencies will be distributed evenly. Your teacher may also assign a unique set of competencies per group. Do not tell the audience what your group is presenting. Have them identify the competencies through an interactive sharing of ideas after the presentation. Process each answer properly and countercheck if you have been able to present the ideas clearly through the use of the skit. Assess the group’s work by using these rubrics:

5 Presentation

4

(70%)



clarity of the message



appropriate portrayal of roles



clarity in speech and action



availability of props and sound effects

Cooperation and teamwork

(30%)



active participation of the members



ideas were conceptualized by the group

TOTAL

(100%)

5- Outstanding

3- Satisfactory

4- Very Satisfactory

2- Fair


3

2

Reflect and Understand TASK 3: Rating CSR Competencies Based on their Importance DIRECTIONS: Evaluate the following CSR Competencies according to their importance. Write them on your notebook according to their importance, then discuss why you placed them on the said rank. Compare your answer with your group mates’ and come up with a consolidated list based on your group’s answers. Business acumen Call management Change management Conflict resolution Cross selling Decision making Interpersonal communication Managing diversity Managing stress

Multitasking Negotiating effectively Organizing info and data Peer coaching Problem solving Teaming with others Technical literacy Time management Using call center technology

Present your output to the class. Justify why you decided to place each one ahead of the others. Give positive criticisms regarding the answers of the other group. Give appropriate recommendations if necessary.

TASK 4: Observing The CSR Competencies in the workplace Create a scenario in which these CSR Competencies will be shown through actual calls. Select classmates who will portray the role of a CSR. Your teacher may act as the caller. The audience will observe carefully how these competencies are interpreted into actions. They will conduct an assessment of their classmate’s performance through the use of the checklist on the next page.


SAMPLE ASSESSMENT SHEET NAME OF AGENT:_______________________________________ ACCOUNT: sales technical support customer care Others, please specify :_____________________ Encircle the number which corresponds to how well the agent has shown the following competencies during the conduct of the simulation: 5- outstanding 4- very satisfactory 3- satisfactory 2- fair 1- not applicable 1. Business acumen

5

4

3

2

1

2. Call management

5

4

3

2

1

3. Change management

5

4

3

2

1

4. Conflict resolution

5

4

3

2

1

5. Cross selling

5

4

3

2

1

6. Decision making

5

4

3

2

1

7. Interpersonal comm.

5

4

3

2

1

8. Managing diversity

5

4

3

2

1

9. Managing stress

5

4

3

2

1

10. Multitasking

5

4

3

2

1

11. Negotiating effectively

5

4

3

2

1

12. Organizing info and data

5

4

3

2

1

13. Peer coaching

5

4

3

2

1

14. Problem solving

5

4

3

2

1

15. Teaming with others

5

4

3

2

1

16. Technical literacy

5

4

3

2

1

17. Time management

5

4

3

2

1

18. Using call center tech.

5

4

3

2

1

Do not feel bad if you were not able to achieve a high rating for some of the competencies. Some of these may not be applicable to the situation you have simulated. Assessed by: ________________________________


4.2 Performance Metrics Call center managers use metrics which is a set of measurements to quantify performance and results. There are two types of call center performance metrics: productivity metrics and quality metrics. Call centers monitor both quantitative and qualitative aspects of calls answered by employees. Quantitative refers to calls per hour, average call time, time between calls, etc. Qualitative, on the other hand refers to content, style, adherence to policies etc. 1. Productivity Metrics Productivity metrics in a call center measure how effective agents are in using their time and how efficient they are in maintaining the balance of the various aspects of their jobs. In measuring productivity, the one in charge of the quality monitoring program keeps track of the metrics generated by the automated call distributor (ACD), various computer software programs, or the phone system. There are a number of call center metrics to track. Here are a few of them: a. Average Call Duration (ACD) This tracks the length of time a customer is on the phone. It is usually measured in minutes and exclusive of any pre-call preparation or post-call documentation, referred to as “wrap”. Measuring the duration of a call is a means to improve the efficiency of the service, thereby improving the customer satisfaction while controlling cost at the same time. b. Call Quality This attempts to determine customer satisfaction with the support received by phone. Unless one listens to both sides of a conversation, ICT-CONTACT CENTER SERVICES- Grade 10 174

however, it is impossible to know whether customers are receiving the type of quality service that includes accurate information, adherence to professional communication standards, and the feeling of being valued by the company. Measuring call quality starts by defining the components of a successful call. These components are compiled in a monitoring form listing the criteria by which each call should be evaluated. The best monitoring forms differentiate between these two: 1. Standard criteria- are those elements that should be included or “standard” in every call, by every representative (e.g., include opening the call with the appropriate greeting and asking customers if there are any other issues with which they need assistance). It is reasonable to require all representatives, regardless of their level of experience, to include all standard criteria on each call. 2. Objective criteria- include elements such as building rapport with customers and using proactive, and service-oriented language. All representatives should attempt to do them on every call, yet we anticipate that they will be carried out more successfully by the more experienced ones. It is important to complement the call quality criteria of the monitoring form with appropriate questions asked in the customer satisfaction survey. For example, surveys that include questions like “Did the representative explain things in a clear manner?” and “Did the representative ask if there were any other issues with which you needed assistance?” provide feedback that accurately depicts the representative’s communication skills and allows you to correlate call monitoring scores with customer satisfaction. c. Customer Service Satisfaction Score (CSAT) The customer satisfaction score, or CSAT, intends to measure a customer's satisfaction with the received service. ICT-CONTACT CENTER SERVICES- Grade 10 175

In its simplest form, CSAT is expressed as a percentage between 0 and 100, with 100% representing complete customer satisfaction. CSAT is often determined by a single question in follow-up surveys along the lines of “How would you rate your overall satisfaction with the service you received?” This is often graded on a scale of one to five, with a score of one (1) representing “very dissatisfied” and five (5) representing “very satisfied.” All surveys are then averaged for a composite CSAT score. Some organizations set their standard at a 4-out-of5; any customer who provides a score of 3 or less triggers a callback from a manager or quality assurance (QA) team member. The CSAT can help companies determine the effect of new initiatives on their customer satisfaction.

Figure 11. A Team leader with a Call Center Representative d. Escalation Rate In an actual call center interaction, we know that some issues will need to be brought up to higher levels of management in the course of supporting our customers. Keeping the escalation rate low helps boost customer confidence in our products, service, and company, and supports overall customer satisfaction.


Whether an escalation is requested by a customer or initiated by a representative, the reasons for the escalation are often that: 

the customer realizes that the representative does not have the authority or knowledge required to resolve the problem, or



the customer has become angry, and speaking to someone of higher authority will be a prerequisite to calming this customer down.

In either case, the best way to deal with escalations is to try to prevent them from happening in the first place. The best preventative steps include: 

making sure that all representatives have adequate technical training and customer handling skills. Monitor the performance of representatives through the use of your contact center's monitoring technology by listening to live calls. Coach and provide additional training as needed.



teaching team members how to project confidence when dealing with customers. Speaking with confidence includes using an up-beat tone of voice and choosing positive, and service-oriented words that demonstrate competency and self-assurance. The more confident a representative sounds in her/his abilities, the less likely a customer will request escalation to a supervisor.



illustrating the difference between confidence and arrogance, making sure all representatives know how and where to draw the line between these two very different ways of dealing with a customer.

e. First Call/Contact Resolution (FCR) This is at the top of the list for many organizations when it comes to the metrics they are tracking. Also referred to as firstcall resolution in contact centers where the primary mode of contact is by phone, FCR helps organizations track the efficiency with which their representatives are able to resolve customer issues. ICT-CONTACT CENTER SERVICES- Grade 10 177

Customers who avail such service/s as billing, account status, product information, technical assistance, among others, would want their inquiries be answered as quickly as possible. Companies share this goal, as faster resolution equates to lower support costs. For basic issues, this may be accomplished on the customer’s first inbound call; for more technical or complex issues, multiple contacts are often inevitable. Some issues require research and cannot be resolved on the spot. In either case, ongoing communication with the customer while the problem is being resolved is the critical factor. To effectively measure FCR, organizations need to track the number of customer contacts per issue, regardless of the communication channel. As with other contact center metrics, one of the main advantages of tracking FCR is to help measure the effectiveness of new initiatives. Baseline is measured by determining the first contact resolution before a new process is established, then comparing it to the subsequent measurements taken after the implementation of the change, or after training or coaching of the representative. If there is improvement, progress can be tracked. If there is none, you have to look back at the changes you have implemented. f. Resolution Time (Time – to – Resolution or TTR) Resolution time (or TTR for time-to-resolution) helps organizations track the average amount of time spent in resolving customer issues. This is of great importance, especially in technical support, where organizations and their customers share the common goal of resolving customer issues as quickly as possible. For customers, this means returning to “operational status” or “good working condition” as quickly as possible; for employers, this means controlling support costs while maintaining customer satisfaction. ICT-CONTACT CENTER SERVICES- Grade 10 178

TTR is typically measured in hours or days depending on the nature of the product or system being supported, and is measured from the time a support is requested. Many factors can contribute to TTR. These factors include:   

communication skills and technical expertise of both the representative and the customer; access to relevant resources of the representative and his/her troubleshooting skills; and caseload of the representative and his/ her diligence in following up with customers play into the equation.

While keeping TTR as short as possible is a goal of every technical support team leader, care needs to be exercised so that the goal doesn’t become ever-shorter resolution times. If root cause analysis is abandoned in favor of a quick workaround, or if rapport is jeopardized by an overworked or under-trained representative, then customer satisfaction may be diminished no matter how quickly an issue is resolved. 1. Quality Metrics Quality metrics in a call center refer to how well agents accomplish their tasks, especially their primary function of customer contact. These quality metrics fall into two categories: 

Standards Standards describe the minimum acceptable level of performance for all agents. These vary from call center to call center, but include behaviors such as giving the appropriate greeting, verifying the customer name and address, and giving accurate information. When measuring standards, the representative determines whether or not these were met. This can be assessed through observation of actual or recorded calls by the agent. ICT-CONTACT CENTER SERVICES- Grade 10 179



Objectives Objectives are qualitative. They describe something that will be accomplished to different degrees depending on the agent’s skill level and on the unique properties of the call, email, or chat session. Typical objectives include building rapport with the customer, handling challenges effectively, and using empathy as appropriate. When measuring objectives, the representative assesses how well they were met.

Process TASK 1: Call Center Metrics Acronyms DIRECTIONS: Write the complete terms for the following acronyms in your notebook. 1. ACD 2. CSAT 3. TTR 4. QA 5. FCR

TASK 2: Identifying Call Center Metrics DIRECTIONS: Identify the call center metrics described in the statements below. Write the letter of the correct answer in your notebook. a. b. c. d. e.

ACD Call Quality CSAT Escalation Rate FCR

f. TTR g. Objectives h. Standards i. Productivity Metrics j. Quality Metrics


1. It refers to how well agents accomplish their tasks, especially their primary function of customer contact. 2. It measures how effective the agents are in the use of their time and how efficient they are in maintaining the balance of the various aspects of their jobs. 3. These are elements that should be included or are present in every call by every representative. 4. It intends to measure a customer's satisfaction with the service received, which is usually expressed as a percentage between 0 and 100, with 100% as completely satisfied customer rating. 5. This evaluation is done by listening to calls and following the criteria listed in the monitoring form. 6. It tracks the length of time a customer is on the phone. It is usually measured in minutes and exclusive of any pre-call preparation or post-call documentation, typically referred to as ‘wrap’. 7. It refers to tracking the average amount of time spent resolving customer issues. 8. This refers to the frequency with which issues are to be brought up to higher levels of management in the course of supporting our customers 9. It includes building rapport with the customer, handling challenges effectively, and using empathy as appropriate. When measuring objectives, the representative assesses how well they were met. 10. It is on top of the list for many organizations when it comes to the metrics they are tracking resolving issues as quickly as possible

Reflect and Understand TASK 3: Video Presentation

Here are some suggested video clips which will take you to the world of a call center agent. Watch each one and observe it carefully. ICT-CONTACT CENTER SERVICES- Grade 10 181

“A Day in the Life: Call Center Agent” URL: http://www.youtube.com/watch?v=kudxLVJRmM0

“A Day in the Life of a Modern Philippines Contact Center BPO” URL:http://www.youtube.com/watch?v=-Xhy9V7V-90


DIRECTIONS: After watching the video, write down your observations in your notebook about the following: 1. 2. 3. 4.

reasons why they took the call center job advantages of being a call center representative economic implications of the BPO industry ways and means of maintaining quality call center service

TASK 4: Call Center Simulation DIRECTIONS: Imagine that you will be subscribing to an Internet Service Provider (ISP). Reflect on your possible expectations if for example, you were able to avail of their service. 1. On the first column, list down the possible reasons which you think would require you to call on their customer support service. 2. On the second column, write your expected response that would satisfy your problem. 3. On the third column, write down a response that would probably cause dissatisfaction on your part as the customer. Expected Service of an Internet Service Provider 1. ex. Connection reliability 2.____________________________________ 3. ___________________________________ Possible Problems encountered with the service

Satisfied Customer

Dissatisfied Customer

1. 2. 3.


Lesson 5: Transmit and Receive Calls to or from Customers Call center industry is fairly a modern phenomenon. Improved computer and telephone systems have upgraded the level of customer service by transferring transactions handled face to face by employees and telephone exchanges into technology- based systems. Technological innovations like the invention of the Internet and the World Wide Web led to the expansion and use of calls centers. Advances in computers and telephone directories made customer service more efficient and economical than in the past. A customer can now gain access to a service or product with a click of the mouse button or a phone call. Preliminary Activity: Recall an experience with any customer service you encountered and say something about it. Rate the service with a scale of 1 to 5, one being the lowest and five being the highest. Use the emoticons below and justify why you have evaluated the service as such. Do this in your notebook. ________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________

(5)

(4)

(3)

(2)


(1)

A call center representative may perform tasks specific to a business or industry or may provide more generic functions. However, in addition to providing key customer contact functions, a typical call center employee handles many fairly routine processes for an organization. Functions such as order fulfillment, technical support, or application processing – are often enhanced with a variety of specialized units within the call center (e.g., foreign language specialists, technical experts and product specialist). Each unit performs a specific task, serves a particular customer base or supports a certain product or service line. Some typical call center job titles are: 

Account executive



Agent



Associate



Attendant



Consumer affairs counselor



Consultant



Customer Service/ Member Support Clerk



Customer Service Representative (CSR)



Data Entry / Order Clerk



Inbound Telemarketing Specialist



Member Counselor



Operator



Outbound Telemarketing Specialist



Sales Representative



Senior Customer Service Representative/ Member Counselor



Technical Support Representative (TSR)



Teleservices Representative (TSR)


5.1 Client’s/ Customer’s Needs Here are some of the most common customer service and related functions provided by a call or customer contact center employees. Type of calls are in accordance with the customer’s needs: 1. Complaint resolution- allows discussion of a problem related to a product or service provided by the organization. By offering multiple alternatives, customer needs and preferences can more readily be addressed. Depending on the chosen method by the customer, time and money can be saved by the organization since technology can often replace the need for employee intervention. 2. Document / order processing – organizations that deal with a membership base or process forms, orders, or applications generally allow several ways for customers to accomplish these functions (warehouse clubs, credit companies, mortgage companies, organizations that do product warranty registration or order processors). The agent of the organization takes the information and completes the form for them. 3. Inquiry services – some organizations program response to frequently asked customer questions (FAQs) through a system that can deliver the answer electronically. Some of these means include website, faxon-demand, interactive voice response (IVR), and/or online internet fulfillment system. 4. Telemarketing or teleservices- prescreening possible customers or setting up sales calls for sales representatives. 5.1.1 Counseling This is an assistance that makes use of toll-free telephone service designed to assist callers on matters that may include the physical, mental, emotional or spiritual wellbeing. These are commonly being handled by religious or non- governmental organizations. This may also involve identifying, researching, and resolving customer issues using the computer system. ICT-CONTACT CENTER SERVICES- Grade 10 186

5.1.2 Directory This is formerly known as “information”. It changed its name because of the unrelated queries being thrown at the agents. It is an important resource for updated telephone lists and skip tracing, where one can get persons’ addresses as well as their telephone numbers. 5.1.3 Booking Many corporations provide services over the telephone, such as technical support, customer service, and direct sales. To maximize efficiency, corporations often perform repetitive telephone functions at centralized call centers. Hotel bookings, concert ticket reservations, and airline ticket bookings are some examples. 5.1.4 Technical Support Technical support help desks are heavy users of knowledge management systems. For example, a customer wants to know if a computer system is compatible with a specific printer. The agent types the computer model and the printer name on the search window and the knowledge management system finds all the data on the specified model and printer. When the information has been located, the data about compatibility, known issues, information on where to download the appropriate printer drivers, etc., is displayed so that the agent can answer the customer’s question. Even though this agent may have never heard of the printer, the information that was stored by someone else is there to solve the problem. Although these tools can improve service in highly complex environments, they require a great deal of maintenance. Each time a new issue or problem is identified, or the company makes a new product, all relevant data must be entered into the system so that those who need it can access it. In many organizations, this updating process requires that the solution be tested to ensure its accuracy before it can be ICT-CONTACT CENTER SERVICES- Grade 10 187

entered in the system. This prevents erroneous or incomplete data from being entered and proliferated. The initial data entry to set up the system is generally a huge task, and regular maintenance is essential to ensure that the system stays up to date and remains as effective as possible. 5.1.5 Academic Instruction These involve online tutorial call centers and other academic institutions which provide academic instructions. They accommodate agents who are capable of teaching specific areas on a real time basis. Japanese learners for example, would like to learn English, so there are a number of call centers which cater to this need. English as a Second Language (ESL) lessons will be taught to them by competent personnel without the need to leave their homes. 5.1.6 Travel Advisories Travel advisory needs can be attributed to travel bookings. 5.1.7 Sales Online product sales (depending on the call center account the representative is holding) is in demand, since it saves the customers’ time and resources in product promotion. Providing customers with product and service information is the main task involved in this type of customer service. If the agent work in sales, it is your job to undertake administration and other office duties that leave the sales team free to focus on the busy business of selling. This may include:  Handling and answering telephone calls to inform, update, and answer clients’ concerns, queries and complaints, ICT-CONTACT CENTER SERVICES- Grade 10 188

 answering tickets/emails that they get from clients who have purchased something online  processing refunds, as requested by clients, for something they purchased online  verifying validity of amount charged in the clients’ credit card accounts for something they have purchased online  research billing issues and misapplied payments  calling back customers who have left a voicemail asking for assistance  calling customers to confirm their purchases are valid  using online customer service system to locate customer information, provide refunds, and leave notes You may also come across the term “crossselling”. Cross-selling may be defined as selling a product to the caller which is not the primary reason the caller contacted the call center. 5.1.8 Data Gathering One of the most valuable assets an organization has is the knowledge of its employees. Capturing that knowledge and making it available to everyone who needs it are very difficult. Knowledge management systems are designed to address this need because they are essentially data storage and retrieval systems. They organize data so that may be searched easily to find answers to queries.

Process TASK 1: Type of Calls in Accordance with the Customer’s Needs DIRECTIONS: Enumerate the type of calls are in accordance with the customer’s needs. Answer this in your notebook. 1. __________________________________ 2. __________________________________ 3. __________________________________ 4. __________________________________ ICT-CONTACT CENTER SERVICES- Grade 10 189

TASK 2: Identifying Client’s/ Customer’s Needs DIRECTIONS: Write the term that best describes the following. Do this in your notebook. _______________1. It is an important resource for updated telephone lists and skip tracing, where you can get the persons address as well as their telephone numbers. _______________2. This deals with troubleshooting of the client’s product. _______________3. It addresses the need for data storage and retrieval systems. _______________4. Its main task is providing customers with product and service information. ______________5. This provides customers with assistance in processing refunds, as requested by clients, for something they purchased online. _______________6. These involve on-line tutorial call centers and other academic institutions such as ESL for Japanese learners. _______________7. These include assistance that make use of toll-free telephone service designed to assist callers on matters that may include the physical, mental emotional or spiritual wellbeing. _______________8. It includes services such as calling customers to confirm their valid purchases and use an online customer service system to locate customer information, provide refunds and leave notes. _______________9. An example of this is data about compatibility, known issues, where to go to download the appropriate printer drivers, and the likes where in the agent can answer the customer’s question. ______________10. Some organizations program response to frequently asked customer questions (FAQs) into a system that can deliver the answer electronically via a website, through fax-on-demand, interactive voice response (IVR) or online internet fulfillment system.


Lesson 6 Products and Services There are several products and services being offered as part of business process outsourcing. Here are some of the most common. 6.1 Financial Services Online payment processing account may cover tasks such as: a. Billing support- is a means of improving collection activities. This may include, but not limited to the following: questions about a billing statement charge, interest rates and accounts receivables, facilitating reconciliation of invoices to remittance, and others. b. Collections – have in-house (internal) agents who call delinquent customers in an attempt to have them pay past due accounts. Others (bank, credit card companies, credit lenders, and similar agencies) sometimes sell their delinquent accounts to third party collection agencies in exchange for immediate cash recoupment. The third party agencies are the ones that then follow up with calls and letters to collect the debt. 6.2 Technical Support/ Help Desk Every organization that develop products (e.g., electronic equipment, software, electrical appliances, and craft tools) offers services for customers through a toll-free number. Accessing information and assistance related to assembly, use, warranty, registration, benefits, and various other functions are examples of these services.


Figure 12. Technical Support Agent 6.3 Sales Support The work involved in sales support depends on the size of team the agent work in and the type of sales your company focuses on. Typically you will be:  processing new sales leads  managing the correspondence between the sales team and their clients  monitoring customer accounts  providing data and reports to help the sales team  keeping track of sales targets Consultative selling, for example, is a selling technique that emphasizes the needs and wants of the customers. Questions are probing and open ended. This involves listening more than talking. 6. 4 Client-Specific Products The sale of standard products via Internet is taking place on a large scale and is growing fast. But what are the possibilities for selling customer-specific products and customization via Internet? Selling standard products over the internet has become relatively simple. Be it IT-based systems such as application programs or products which will be used in the business, client-specific products are now readily available through this system. ICT-CONTACT CENTER SERVICES- Grade 10 192

Process TASK 1: Products and Services

DIRECTIONS: Complete the diagram to summarize the knowledge you have learned from the topic. Do this in your notebook. Products and Services

1.

2.

A.

3.

B.


4.

Lesson 7: Interactive Communication The life of a call center firm revolves around an extremely essential player: the satisfied customer. Since this career deals with satisfying the customer’s needs, it is of prime importance to maintain a certain level of customer satisfaction so that these key players will be back for more.

It is good to assume that once you have entered the world of call centers, your first and foremost goal is to leave a good impression on the part of your customers. Therefore, you have to do your best and deal with their needs in the most accurate, fast and courteous way possible.

PRELIMINARY ACTIVITY: You probably experienced answering a business-related call from someone or inquired a service through the telephone. An example is calling a customer service of your cellphone service provider regarding a load that has been consumed without your knowledge. What do you think are the best practices in answering calls? Enumerate the best procedures in taking a call using this graphic organizer. Write in the box the exact words you will say based on the written cues. Do this in your notebook.

____________________

• The phone rings and you take the call.

____________________

•You ask the caller to provide information.

__________________


• Ending the call and hanging up.

Customer service is not just about answering calls or emails. It is a complete experience; from the welcome greetings down to the parting words that leave a mark on the customers. More so, interactive communication should be the main priority of each and every call. The caller and the receiver must have full understanding of what both are conversing about. Success of your call center career would generally depend on this.

Let us first focus on inbound call centers. There are two types of inbound call centers: Those that deal with queries and transactions, or both. You need to know them both to carry out Interactive Communication. A. Handling Queries Queries are questions or inquiries which may start from a very simple request relating to facts and figures, to very complex queries regarding policy matters. Example of this is a query on motor vehicle registration. Questions may range from simple matters, such as fees and charges, to less common questions such as specific types of vehicles that can be registered and the circumstances that cover such. The call center staff needs to be well rounded on both facts and figures, as well as the policies and guidelines to address the concerns. These types of calls rely on a body of factual information. B. Handling Transactions Other call centers process transactions for customers. This is different from merely answering queries. For example, financial organizations are tied up to call centers that allows bills to be paid on-line, or funds to be transferred between accounts. Insurance companies and investment firms have complex transactions to deal with. The call center staff would have to utilize a complex frontend systems to record these transactions. This may involve entering details on multiple screens to complete the transactions. ICT-CONTACT CENTER SERVICES- Grade 10 195

The focus on this type of call is more on “procedural” knowledge. There are specific steps required to complete a given transaction using the computer systems provided. Detailed and careful use of the front end application must be applied for complex cases. These procedures must be well documented within the call center. Those that handle this type of transactions rely on a comprehensive set of procedural details.

C. Both types of Calls Many call centers handle both queries and transactions. Appropriate resources and effective information must be provided to support this kind of complex environment.

7.1 Gathering Information in a Courteous and Professional Manner Presented below are some of the customers’ needs and how you will deal with them using the telephone and Information Technology (IT) system available in your workstation. Best Practices 1. Prompts and greetings. Greet the customer politely. Make sure that you speak clearly and the department or service you are handling is made known to the caller. Ensure prompts are brief and concise. Use language that is easily understood by the customer. Lengthy prompts, legal terms, and marketing jargon confuse customers, and results in a poor customer experience. 2. Manner of the conversation. Be nice and courteous. Express gratitude for completing a functional task whenever necessary, but be careful not to overdo it. This might lead to lengthy discussion and may increase amount of customer time required to accomplish a task. Conversely, offer appreciation when a customer completes a revenue generating transaction, expands his/her relationship with your brand, or rates his/her experience high. ICT-CONTACT CENTER SERVICES- Grade 10 196

3. Confirm messages. Confirmation messages should only be presented when confirming critical entries such as making a payment, transferring funds, or updating account information. This helps increase the ease and efficiency of customers completing their transactions with your brand and improves customer experience. 4. Redundancy. During emergencies, having a redundant solution ensures the IVR channel is always available to serve your customers. Customers are increasingly reliant and expectant of reaching brands on their timetables, and have little patience for technological or natural disasters. 5. Security. Having a secure solution that helps safeguard customer data is a requirement for all. Ensuring your solution conveys this sense of security to the customer is very important. 6. Number Clarification. When a number is read back to the caller as clarification, confirm the numbers in logical groups (4x4 for 16-digit card numbers, 3-3-4 for phone numbers, etc.). This may remove the feeling of a non-human interaction within the IVR, which callers generally do not like, thus improving customer experience. 7. Menu Structure. Limit the menu items to five or less options. Concise menus with a minimal number of selections helps customers efficiently and effectively complete their intended goals. Avoid the use of “Return to the main menu” option. 8. Temporary Messages. The use of temporary messages is only effective when the information is presented in an urgent and timely manner. These messages have to be clear, to the point, and most importantly, temporary. 9. Accuracy. Have accurate and up-to-date information available to your callers at all times. When a caller contacts you via phone, they are generally saying they need information now, and have actively selected the most efficient channel they believe will get them the most accurate answer. 10. Be objective and business-like at all times. Deal with matters in a professional manner and most of all, avoid injecting personal feelings especially.


7.1.1 Call Structure Calls in general, follow a specific sequence of actions are logical in structure. Whether it is inbound or an outbound call, the agent must acquire the necessary skills in carrying out his or her job by following the protocol of the company. Although calls in general may be answered almost in the same way, the greetings and responses may be different in some instances. Observe closely that you have various examples below which are marked inbound or outbound.

1. Opening / Greetings

2. Identifying the call purpose through listening

4. Making an agreement (Inbound)/ Closing the deal

3. Gathering information (inbound)/ Negotiating (outbund)

5. Closing

Figure 13. Call Structure


TABLE 15. Call Structure 1. Opening / Greetings Good morning. This is Diane from RRD Software Company. How may I help you? (Inbound)

Greetings, Introduction , company name, and offering of help

Thank you for calling RRD Software company. This is Diane Logan. May I help you? (Inbound) Good day. Hi, this is Diane calling on behalf of RRD Software Company. May I speak to Brad Cooper? (Outbound)

2. Identifying the call purpose through listening

Customer acknowledgement, starts introducing himself and states the purpose of the call

Customer says "Hi, Diane. This is Britney. I would like to ask about the availability of your RRD Antivirus program. How much does it cost and what are the terms of the delivery?" (inbound) Customer says "Hi, this is Brad speaking." (outbound)

3. Gathering information (inbound)/ Negotiating (outbund)

Getting the customer's information (inbound)

Stating the purpose of the call (outbound)

Have you made any transaction with our company before, Britney? (Yes I bought a product a month ago.)Well then, can I have your complete name, mailing address, and account number? Well Brad, I'm calling to let you know about out special holiday offering which is 50% off on all Antivirus programs. (outbound)


4. Making an agreement (Inbound)/ Closing the deal

Providing the customer with his /her needs, offering suggestions, options/choices, recommendations

(The customer has provided the agent the necessary information.) Agent will then say, "Thank you for that information. Happy to inform you that RRD Antivirus program is still available. It costs a hundred dollars, and it will be delivered right on your doorstep within 3 working days. (inbound) Customer responds, "I'm sorry. I am not interested with the offer. (outbound)

5. Closing

Offering extra help Leaving friendly parting words such as advising the caller to call again to avail of the product or service if problem persists Saying goodye

Is there anything else I can do for you? Have a great day. Have a nice day . Have a great day. Thank you. / Thanks for calling. I understand that you dont' need our product at the moment, but do give us a call at our toll-free number whenever you need them. Have a nice day.(outbound)

Process TASK 1: Enumerate the Best Practices in Interactive Communication DIRECTIONS: Without looking at this module, enumerate the best practices you should apply in taking or making a call. Write down as many as you can remember on your notebook. ICT-CONTACT CENTER SERVICES- Grade 10 200

TASK 2: Enumerating the Call Structure DIRECTIONS: Write down the needed information to complete the idea. Do this in your notebook.

1. _____________________ _____________________ _____________________ _________________

2. _____________________ _____________________ _____________________ _________________

3. _____________________ _____________________ _____________________ _________________

4. _______________Providing the customer with his /her needs, offering suggestions, options/choices, recommendations

5. Closing_____________________ _____________________ _________________

TASK 3: Role playing: Best Practices in Making/Taking Calls DIRECTIONS: Role play an actual outbound or inbound call that displays the best practices in taking / making a call. Observe the presentations made by the assigned group carefully. Identify the best practices shown in the presentation and give the exact instance where they were shown. ICT-CONTACT CENTER SERVICES- Grade 10 201

TASK 4: Interactive Communication Use the URL below and watch the video clip carefully. Observe how the call center agent handles the call. Take down notes on the following points: 1. How did she greet the customer? 2. How did she get the customer’s details? 3. How did she handle the call? 4. How did she confirm the veracity of the details? 5. How did she end the conversation? 6. What other observations can you add? 7. On a scale of 1 to 10, how would you rate the call center agent in the video?

“Customer Support Philippines , Sample Order Taking “ 2 mins and 56 sec URL: http://www.youtube.com/watch?v=EaPn_FcKSW0 ICT-CONTACT CENTER SERVICES- Grade 10 202

7.2 Active Listening Listening is one of the most important skills you can have. Major impact on job effectiveness and the quality of your relationships is achieved when you have acquired good listening skills. As you have learned in the previous lesson, you listen to obtain information, understand, enjoy and learn. Given all these listening benefits, do you think you will be good at it? Most of us actually are not that good when it comes to listening. Recent studies suggests that we remember between 25 to 50 percent of what we hear. That means that when you talk to your peers and friends for 10 minutes, they pay attention to less than half of the conversation. In return, when you receive directions or when presented with information, you are not hearing the whole message either. You hope the important parts are captured in your 25-50 percent. But what if they are not? Improving our listening skills therefore can give us a lot of benefits. By becoming a better listener, you will improve your productivity, as well as your ability to influence, persuade, and negotiate. More so, you will avoid conflict and misunderstandings. All of these are necessary for workplace success, especially in call centers. About Active Listening To become a better listener is to practice "active listening." This is where you make a conscious effort to hear not only the words that another person is saying, but more importantly, to try to understand the complete message being sent as well. Enhancing your listening skills takes a little effort and will give you great results. To do this, you must pay attention to the other person very carefully. Let the other person know that you are listening to what he or she is saying. Acknowledgement can be something as simple as a nod or a simple "uh huh." You are not necessarily agreeing with the person, but you are simply ICT-CONTACT CENTER SERVICES- Grade 10 203

indicating that you are listening. Using body language and other signs to acknowledge you are listening also reminds you to pay attention and not let your mind wander. You should also try to respond to the speaker in a way that will encourage him or her to continue speaking, so that you can get the information that you need. While nodding or making an affirming sound such as an ‘u-huh’, an occasional question or comment to recap what has been said communicates that you understand the message as well. Becoming an Active Listener To help you ensure that you hear the other person clearly and concisely, and to inform the other person that you are hearing what he or she is saying, here are the key elements of active listening: 1. Pay Attention. Give the speaker your undivided attention and acknowledge the message. Recognize that non-verbal communication also "speaks" loudly. Here are some tips on how to do this.  Look at the speaker directly.  Put aside distracting thoughts.  Look attentively to the speaker's body language.  Avoid preparing mentally for a negative response.  Avoid being distracted by environmental factors like side conversations. 2. Provide Feedback. Our personal filters, assumptions, judgments, and beliefs can distort what we hear. As a listener, your role is to understand what is being said. This may require you to reflect what is being said and asked.  Reflect what has been said by paraphrasing. "What I'm hearing is," and "Sounds like you are saying," are great ways to reflect back.  Ask questions to clarify certain points. "What do you mean when you said…" or " Is this what you mean?" are some examples. Summarize the speaker's comments periodically. 3. Defer Judgment. Interrupting is a waste of time. It frustrates the speaker and limits full understanding of the message.  Allow the speaker to finish each point before asking questions. ICT-CONTACT CENTER SERVICES- Grade 10 204



Do not interrupt with counter arguments.

4. Respond Appropriately Active listening is a model for respect and understanding. You are gaining information and perspective. You add nothing by attacking the speaker or otherwise putting him or her down.  Be candid, open, and honest in your response.  Assert your opinions respectfully.  Treat the other person in a way that you think he or she would want to be treated.

Internal Barriers (These are hindrances that occur within yourself.)

External Barriers (These are hindrances that occur around you or in your surroundings.) The most powerful action you can take to improve your listening skills is to eliminate or overcome the common barriers to effective listening. Some barriers to effective listening are internal, like your hearing condition and current mental and emotional state of the person, while some barriers are external, like environmental factors such as the noise of the people around you, a turned on television, ringing telephone, etc.

Process TASK 1: Benefits of Active Listening DIRECTIONS: List five benefits of active listening. Explain why you consider each of them as a benefit. 1. ____________________________________________________________ 2.____________________________________________________________ ICT-CONTACT CENTER SERVICES- Grade 10 205

3. ____________________________________________________________ 4. ____________________________________________________________ 5. ____________________________________________________________ TASK 2: Internal and External Barriers DIRECTIONS: Examine yourself by identifying the internal and external barriers that you think may interfere with your effective listening skill. These are your clues as to what points you must improve on. Internal Barriers 1. 2. 3. 4. 5. 6. 7. 8.

External Barriers 1. 2. 3. 4 5. 6. 7. 8.

After the listing activity, try suggest ways on how you can eliminate or overcome the external and internal barriers by filling up this table. Internal Barriers

External Barriers

(ways on how I could overcome or eliminate these hindrances) 1. 2. 3. 4. 5. 6. 7. 8.

(ways on how I could overcome or eliminate these hindrances) 1. 2. 3. 4 5. 6. 7. 8.


Reflect and Understand

TASK 3: Listening Exercise TASK 3: Listening Exercise

DIRECTIONS: Arrange yourselves in groups of five. Have a card ready in which you will be writing the message that will be passed on by your team mates. Procedure: 1. The first person in the team will get the message from your teacher. You need not memorize it. Just make sure that you get the most important part of the message. This must be relayed to your next team mate. 2. At the teacher’s cue, start passing the message to the next student by whispering. The messenger is not allowed to show the message on the card to the receiver. No one is allowed to take down notes while the message is being passed on. The receiver could only write down the message on his/her card when the messenger leaves. 3. The process will continue until the last person gets the message. He/ She will have to read the final message from his/her card.

Processing: The teacher will ask the students to post the cards sequentially by group so everyone could see the slight changes in the message. The team will then have the opportunity to study how subtle changes in word use, slight additions, or eliminations, can significantly alter the meaning of any message.

TASK 4: Selective Listening Exercises Selective listening is the act of hearing, remembering, and interpreting selected parts of a message that seem relevant to you, while ignoring or devaluing the rest.


This is also an important to point to bring up in class. Misunderstanding arises whenever selected details of the call are ignored by the receiver. DIRECTIONS: The teacher will compose a group of words that belong to a similar theme. He/ She may use at least 15 words that she may repeat randomly. For example, burgers are made up of lettuce, cheese, patty, catsup etc. So the words which will be given will be the following:

Patty, catsup, lettuce, olive, pickles, lettuce, cheese, catsup…

He/ She would then give this set of words to the class. You will be given 30 seconds to write down the words you remember on your notebook.

Processing: Read the words you have listed down on your notebook carefully. Check how many words match with that of the list given by the teacher. Notice how many have been added which are not part of the original set of words.

TASK 5: Online Listening Exercises Listening exercises are also available via the Internet. A sample activity can be accessed through this link: http://www.esl-lab.com/market/marketrd1.htm


Task 6: Role Playing Assessment You need a group with three members each. Assign each one according to the following tasks: 1. speaker, 2. listener, and 3. observer. Make notes about how the exercise affected you as speaker and as listener. Here are the rules of the activity: 1. The speaker will finish the first sentence below. He/she should limit the response to two to three sentences. If I could change one thing about myself, I would… ICT-CONTACT CENTER SERVICES- Grade 10 209

2. The listener sits attentively. The listener has to nod his/her head and acknowledge the speaker verbally when appropriate. When the speaker is done, the listener briefly restates what the speaker said using an introductory phrase such as, "What I hear you saying is…" or “As I understand it, you…" Finish by asking, "Is that right?" 3. The observer will monitor what transpires between the speaker and the listener. This will be done on a rotation basis, meaning all of you in the group will experience every role. Rotate only if the speaker confirms the accuracy of the listener’s restatement. If not, have the speaker clarify further and have the listener paraphrase again. Continue until the listener gets confirmation. Rotate so that each person has a chance to be speaker or listener. The second speaker finishes the second sentence and the third speaker finishes the third sentence. 2nd sentence: I admire people who can… 3rd sentence: I would love to have the chance to…

Take time to talk about the exercise after each round. The observer can give feedback to the listener about his or her attentive posture and paraphrasing. Record your observations in your notebook. observations. Identify similarities and differences.

Compare

Provide feedback on how to improve your listening skills.


your

7.3 Probing skills One of the worst things a customer service representative could do is to resolve an issue without knowing and fully understanding the customer’s concern. It takes not just a question, but a series of questions to fully understand where the customers are coming from. It is important to dig deep into the customers’ concerns to get to the root of the issue. Probing questions are intended to help the presenter think more deeply about the issue at hand. If a probing question does not have that effect, it is either clarifying question or a recommendation with an upward inflection at the end. Here are some suggestions to help you formulate good probing questions: 1. Make the probing question brief. 2. Facilitate thinking from reaction to reflection. 3. Allow multiple responses. 4. Do not place the blame on anyone. 5. Avoid yes or no responses. 6. Make it brief. 7. Encourage taking another party’s perspective. 8. Require the person to solve his /her own problem. 9. Elicit a slow response. 10. Make it general and widely useful. Examples of probing questions:  How do you think your own comfort with the material has influenced your choice of product?  What makes you say that, Madam/Sir?  What do you think is quality work?  What would students say about this issue?  Why did allowing students to create their own study questions cause a problem to you? Quotes on the other hand refers to the following:  Exact phrase/s  Direct passage of a sentence or more  Quotation Marks (" ") are needed as well as the parenthetical documentation or intext citation ICT-CONTACT CENTER SERVICES- Grade 10 211

7.3.1 Paraphrasing Paraphrasing is your own version of what the customer told you. It is an effective way of checking if you and the customer are on the same page. It assures the customer that you listened to their concerns and have understood them. To paraphrase effectively, take note of the following: 1. Re-read or listen to the original passage or statement until you understand its full meaning. 2. Probe if necessary and if possible to fully grasp the meaning of the original passage or statement. 3. Record or develop your paraphrased message/idea. 4. Repeat paraphrased idea to your customer to check if your understanding of his/her idea is correct. 5. Use quotation marks (“ ”) when writing to identify any term or phrase you have borrowed exactly from the source. Table 16. Paraphrasing Example

Customer says:

PARAPHRASING EXAMPLE Proper Paraphrasing Improper Paraphrasing

“I want my account cancelled because I cannot pay my monthly fee.”

“If I understood you correctly, Mrs. Wilson, you want to cancel your subscriptions because you are having difficulties in coping with the monthly fees, is that correct?”

“So you want to cancel your account because you can’t pay the fee?”

7.3.2 Summarizing Summarizing is also an important factor to master in this field. Summarizing is taking the main idea from a source. It often focuses on several paragraphs or an entire article. This need parenthetical documentation or intext citation of source Here is another way to compare paraphrasing and summarizing: If you watched a TV Program and you came to school telling your friends about what happened during the episode, you would be summarizing. ICT-CONTACT CENTER SERVICES- Grade 10 212

But if you watched the same program last night and you told your friends about a specific scene, you would be paraphrasing. What would these two have in common? You would still need to credit your source (TV Program) by including parenthetical documentation (intext citations) with a complete work cited page. 7.3.3 Clarifying Clarifying lets you address the customer’s practical needs immediately. Here are simple ways on how to clarify the customer’s inquiries or concerns: Table 17. Clarification Examples How to clarify Sample Call Sample Response “This is Alex Alex, I believe you  Clarify the customer’s Hanks and I’d like are referring to the single and easy to to know if I could Summer promo understand inquiry by still use the discount coupon of explaining a piece of discount coupon I our store? Yes, you information about it. received last can still use it. Thursday ?” “I received my “Britney, I apologize  Paraphrase several shoe orders for the concerns as explained by yesterday. It inconvenience the customer. seems like you brought about by the have problems situation. I with your delivery understand where service. Two of you’re coming from. my orders are out Let me check if I of shape and the understand you red one has completely. You molds.” received two pairs of shoes that are out of shape and one with molds?” “Samantha “I believe you are  Clarify further by probing Morrison on the referring to the New when you do not line. I’d like to York City 20% ICT-CONTACT CENTER SERVICES- Grade 10 213

understand the customer’s concerns.

know if the discount rates of your New York travel package applies next week? ”

Discount Tour Package. Yes, it is still available next week.”

Clarifying Questions are simple questions of fact. They clarify the dilemma and provide the nuts and bolts so that the participants can ask good probing questions and provide useful feedback later in the protocol. Clarifying questions are for the representative and should not go beyond the boundaries of the customer’s dilemma. They have brief, factual answers, and does not provide any new food for thought from the customer service representative.

Process TASK 1: Paraphrasing Exercise DIRECTIONS: Complete the following table by paraphrasing the customer’s concerns. Do this in a separate sheet of paper. Customer says:

Correct Paraphrasing

1. “I want to cancel my flight booking because a close relative of mine has just passed away.” 2. “I’d like to have my ATM account blocked. My wallet had been stolen with my ATM cards in it.” 3. “I would like to make a follow-up on my orders. I was expecting them yesterday but until now It they haven’t arrived yet!” 4. “I‘d like to know if my Internet Service subscription as been ICT-CONTACT CENTER SERVICES- Grade 10 214

terminated? I called up last week for termination since I lost my job.” 5. “May I ask if your products are suitable for sensitive skin? My skin easily gets irritated by cosmetic products.”

Reflect and Understand TASK 2: Tips on Effective Paraphrasing Visit these websites for additional reading resources and actual video clips regarding paraphrasing questions: 1. 2. 3.

http://www.exforsys.com/career-center/questioning-skills/how-toparaphrase-questions.html http://www.network-marketing-mlm-success-system.com/how-toparaphrase.html https://myragolden.wordpress.com/category/customer-service/telephonetechniques/

TASK 3: Online Paraphrasing Exercise Refer to this website for more paraphrasing exercises: https://owl.english.purdue.edu/exercises/28/12/33/

TASK 4: Actual Paraphrasing Exercises DIRECTIONS: Prepare your own customer concerns on a piece of paper. After everyone has completed this task, present you concern in front of the class. Choose a partner who will paraphrase the concern. ICT-CONTACT CENTER SERVICES- Grade 10 215

Conduct the activity as a simulation of an actual call center setting. Inform your classmate on the topic of your concern so he/ she can create an appropriate opening greetings. Let your classmates judge whether the paraphrasing was correct. Have them discuss suggestions on how to improve the paraphrasing done by your classmate. Your partner would then be the next to act as the customer, and you, this time, will be the agent. Assess the activity using these criteria:

Paraphasing Skills 70% (correct paraphrasing, good choice of words, clarity of the idea)

Voice Quality 30% (tone, pace, pronunciation, enunciation)

TOTAL: 100%


7.4 Ensuring Consistent Quality Service for all Types of Customers Reporting Packages The Automatic Call distributor (ACD) has two primary types of reporting capabilities. One provides historical data and the other gives real-time snapshots. The historical data can provide information on call handling, agent performance, volumes, and service levels over the last half-hour, day, shift, week, or longer. There are hundreds of standard reports offered by the vendors. Customized reports can be provided, generally with an export of the data to a software package designed for customizing reports, such as Crystal Reports. Real-time data is generally provided on a color-coded computer screen and allows “corner of the eye” management. Supervisors can monitor how long an agent has been on a call or in a work status, what the Average Speed of Answer (ASA) is, how long callers are waiting in queue, and other data. In addition to the standard reporting packages that come with the ACD from the manufacturer, there are third-party reporting tools. These include walldisplay boards and TV monitors that provide the current queue status, service level information, and other customized messages for all in the center to see. These can keep the staff and supervisors informed and serve as a quick communications tool for disseminating updated information that needs to be passed to everyone quickly. Other tools can also provide the same kind of data on the agent’s monitor. ACD Integration Trends Call centers are growing and changing rapidly. New features and technologies are announced almost daily. Some of the trends over the last couple of years are fully digitized operations and integration of voice-overInternet-protocol technologies to allow full utilization of the Internet. Integration of the ACD with a variety of other technologies in the call center continues to expand. The ACD can be linked to a quality-monitoring system to allow managers to tap into the agent phone for recording the conversation. A workforce management system looks to the ACD for both real-time and historical data to update forecasting and performance data. ICT-CONTACT CENTER SERVICES- Grade 10 217

Email management systems connect to the ACD to distribute work on a blended basis to the agents. Time clocks are linked to the ACD so when an agent logs into the ACD for work, the time clock is updated for payroll purposes. Learning management systems use the ACD to manage the agent’s work state when a session of e-learning is pushed to the agent during idle periods. The list keeps growing. Any linkage that saves data entry, coordinates functions, and aids operations should be considered. These technologies are discussed in more detail later in this section. Quality Monitoring and Recording Nearly every ACD is equipped with the capability to support silent monitoring of calls by a supervisor. This allows the supervisor to access a call in progress, listening to both sides of the conversation without either the caller or the agent knowing the supervisor is observing. This approach requires the supervisor (or quality control manager) to access these conversations in realtime. If there are few calls in progress, the supervisor can waste time waiting for a call to come to a specific agent. During busy times, the supervisor may be needed on the floor to assist agents. While centers typically set a goal of listening to several calls per agent per month, the goal is often missed if realtime silent monitoring is the only option. Automated recording of the calls is the role of the call-recording system. While some organizations record every call for business purposes, most do not. The call-recording system typically is set to record randomly, sampling each agent at different times of day and days of week throughout the period to ensure a fair sampling. Alternatively, the system may also record agents’ data screens during the calls so that the supervisor can see exactly what the agents saw on the screen and what keystrokes they entered as they processed the calls. With a recording, the supervisors can review the calls whenever they have time. Recordings can be accessed from outside the center by phone in some cases and the data portions accessed through the Internet so supervisors can even review calls while at home. One of the additional benefits is that the supervisor and agent can listen to the recording together during a coaching session. With the system recording on a regular basis, there is little risk of missing the goal of monitoring the number of calls needed to ensure quality control. Supervisors must find the time to listen to the calls and score them based on the criteria that is pre-set for this purpose. ICT-CONTACT CENTER SERVICES- Grade 10 218

Contact Management Systems Whether the contact being tracked is a troubled ticket reported to a help desk, a sales lead, or a customer interaction requesting some service, a contact management system can be of assistance. This type of system tracks interactions by customers and provides the databases and analytical tools to look for trends and sort by demographics. In a call center, the contact management system provides a record of all the previous interactions with the customer. The customers find they do not have to tell their whole history to the agent, and the agent can see what has been done or promised by others. 7.5 Avoiding Sensitive Topics Sensitive customer situations and issues will arise, and call center agents are usually the first people in the enterprise to learn about problems. Because of this, it's important to let your call center manager know when issues come up. Call center agents should not keep these calls to themselves -- instead, they should flag any calls that involve sensitive customer situations so that managers can review and make sure the situation was handled correctly. Sensitive topics are those that might offend or upset people. It is generally suggested that as an aspiring call center agent, you stick to the concern of the customer and not dwell on issues which are not related to the conversation. Examples of sensitive issues are: 7.5.1. Racial and Ethnic groups In the United States, for example, this issue is the most sensitive. Areas of vocabulary are often those that deal with racial and ethnic groups. Those whose roots are from Africa, prefer to be called African-American, while some prefer “Black” because they see themselves as Americans and not Africans. It is improper to use the terms interchangeably. It is therefore best to call them by their names. ICT-CONTACT CENTER SERVICES- Grade 10 219

7.5.2. Gender Use neutral words that include both sexes. For example, use business executive in place of businessman and fire fighter instead of fireman. 7.5. 3. Age Many people think that using words like old and elderly describe older people is offensive because they seem to suggest inactivity or weakness. To avoid offending people, use terms that give more detailed or exact information about the person or people described:   

Membership is only available to retired people. People over sixty-five can get a discount. Many senior citizens enjoy taking walks year-round.

7.5.4. Illness and Disability Most people are sensitive to disease-related phrases such as AIDS victim, mental patients, or handicapped because these seem to stress their physical disabilities or illness rather than the person. Those who are suffering from such diseases or disabilities also are more sensitive due to their health conditions than people who are not. Avoid saying words that might offend them or their loved ones. 7.5.5. Sexual Preference Avoid old-fashioned and insulting terms when referring to people who have sexual relationships with members of the same sex. 7.5.6. Titles One of the problems with the English language is that it does not have different titles for single and married men, but it does for single and married women.


When addressing a woman, do not guess her marital status. If you do not know whether she is married or not, use Ms. to address her, rather than Mrs. 7.5.7. Politics This is another sensitive issue, particularly around election time. While you may feel very strongly about your political party or candidate, or have negative views about the opposition, you should not involve this issue in any way with customer- agent transactions. 7.5.8. Religion Avoid discussing your religious beliefs or your thoughts about other religious beliefs in your conversation with customers. Religion is a very personal issue and people are very sensitive about it. They do not want to hear that you disagree with their religious beliefs or that you believe your religion is the one in which everyone should believe in.

Process TASK 1: Identifying Sensitive Issues DIRECTIONS: In your notebook, identify the sensitive issue being presented in these situations. ________________1. A call center rep stresses the superiority of the religious sect where he belongs. ________________2. An agent calls the caller “African American” and not his actual name due to the sound of the caller’s voice voice. ________________3. A call center representative jokes about a “Republican“ election candidate. ________________4. An agent calls the caller a “retard” because he could not understand what the caller was saying. ________________5. The call center agent said, “I’m sorry madam, but the promo isn’t available for oldies like you.” ICT-CONTACT CENTER SERVICES- Grade 10 221

Reflect and Understand TASK 2: Addressing Sensitive Issues DIRECTIONS: Imagine that you are in a conversation with one of your customers. How would you address these issues during an actual conversation? Role play your responses. Discuss what had transpired after each presentation. 1. An elderly insists that the delivery of her orders is already a week delayed. She keeps repeating the annoying complaints over and over again. 2. A caller asks about your religion and claims that his is better than yours. 3. You have mistakenly called a woman “mister” due to the depth of her voice. 4. An annoying caller challenges you for a debate on regarding the better political party. 5. A man orders feminine products intended for his own use.

TASK 3: CSR / Agent Interview Conduct an interview with a call center agent/ service representative and discuss how they handle sensitive issues in the workplace. Ask them for useful tips on how to address this. Ask for specific instance and actual situations which they experienced firsthand and how they resolved such concern. Talk to at least 3 agents so you can come up with various responses. Compare and contrast how each agent handled the situation and make a conclusion regarding the best ways on handling sensitive issues. Create a narrative report (with pictures for documentation purposes if the interviewee permits/ agrees with the idea) and submit it to your teacher. You will be assessed based on the following criteria: Validity and Reliability of the gathered information: 60% Implication and Conclusion: 40% 100%


LESSON 8: PHONE ETIQUETTE Agents should exhibit good telephone etiquette on a call, but different people may have different definitions about what constitutes good telephone manners. Below are a few sample competencies associated with providing quality service over the telephone: • Adapt the call to the customer’s tone and pace. • Project a positive and professional corporate image. • Demonstrate a supportive approach when dealing with callers. • Maintain control of the conversation to balance service with efficiency. 8.1 Creating a Good First Impression  

The first thing to do when you receive a call is to identify yourself. Inform the customer who you are clearly and confidently by mentioning your name. It is a good sign of willingness to take accountability. Use an American-friendly name so as not to give the customer a hard time pronouncing your name. “This is Diane.” Ask sincerely how can you be of assistance to the customer. The tone will do the work for you. Project a tone that will make the customer feel that you would like to resolve the issue immediately and that you feel for them. “How may I help you?” Respond appropriately after hearing the concerns or inquiry of the caller. This will help you build rapport and trust with your caller. Make sure that you apply the active listening skill you have acquired in the previous lesson. Listen attentively and make sure that you have fully understand the purpose of the call and what the caller requests from you.


Table 18. Opening a Call OPENING A CALL Start with a greeting “Thank you for calling Great Service Company.” Identify yourself “This is Richard.” Ask how you can be of help “How may I help you today?” Respond to the customer Great. I’d be happy to assist you. appropriately Or I’m sorry to hear that. I’ll be glad to take care of this for you. Verifying customer’s membership “Do you have a service reference number?” The reason of the call will always identify the response that you need to give. Here are some examples of responses based on the reason of the call: Table 19. Responses Based on the Reason of a Call A customer is… You respond by saying… inquiring about a service from our “I’d be glad to assist you.” client interested in inquiring more “That’s great to hear. I’d be happy to service from our clients assist you.” unhappy with a particular service “I’m sorry to hear that. I’ll be glad to outcome or product take care of this for you.” Here are some tips on how to improve your performance: Goal: Definition:

Adapt call to the customer’s tone and pace Adjust to the mood and pace of the caller. Refrain from imposing your own style or rate of speech on the caller. Relate to callers as individuals and adapt presentation style and content to fit their needs. Positive Behaviors: Slow pace for inexperienced caller. Behaviors adapt to slower pace for different language or accent.

Negative Behavior Raise your voice to a caller who is yelling. Offer detailed, complicated explanations when caller has indicated he is in a hurry. ICT-CONTACT CENTER SERVICES- Grade 10 224

Another example might be the expectation of displaying a positive, professional corporate image. That phrase “positive, professional corporate image” alone leaves much room for interpretation about what is meant by “professional” or what contributes to corporate image. Fully defining this expectation and providing examples of positive and negative behaviors will make the expectation clearer, and therefore, more likely to be met.

Goal: Definition:

Project a positive and professional corporate image Speak clearly and keep conversation focused on the caller’s needs. Use the agency name in the greeting and/or closing. Avoid slang and technical terms unfamiliar to the caller. Use “we” instead of “they” to project cohesion.

Positive Behavior Offer assistance – “I’ll be happy to help you with that question.” Offer positive statements about the company – “Our success rate is excellent with this program.” Use “we” when referring to company – “We have a wide range of services to offer.” Negative Behavior Use can’t, don’t, or won’t – “I can’t find that in your record.” Disclose undesirable things about company – “Delays have been really long all day.” Use “they” when referring to company – “They don’t give out that number to callers.”

Process TASK 1: Create an Appropriate Opening Spiel DIRECTIONS: Make your own opening call spiel based on the format discussed earlier Imagine that you are working for a Hard Hat Hardware Supply Retailer. Create your opening call spiel here: ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ICT-CONTACT CENTER SERVICES- Grade 10 225

Here are the opening lines of your customers. Write your response opposite the situation. Situation Your response a. “I ordered 50 boxes of floor tiles last week. Upon opening the delivered boxes, I found out that 30 boxes have broken tiles, 2 have mixed designs, and 5 boxes have incomplete quantity.” b. “This is Madeline. I need 20 sets of power tools to be delivered as soon as possible.” c. “I just would like to make a follow up on the status of my order last week. When will it be delivered? I’ve been waiting for it since last Monday. You said it will arrive in 5 working days! ” d. “Mr. Williams here. I would like to know what colors of paint would match a 9-year old girl’s bedroom?”

TASK 2: Role Playing Activity DIRECTIONS: Choose a partner. Assign roles; one would be the call center representative and the other, the customer. Use your answers above in this task. Role play the presented situation. Switch roles afterwards. Assess each other’s performance based on the scoring rubrics blow. Do this on a separate sheet of paper. 5

4

3

2

Tone Energy Pronunciation Inflection


1

8. 2 Following the Standard Hold Procedure The following are the standard hold procedure that one must follow: Table 20. Standard Hold Procedure What to do

Example

1. Explain why the customer will be “Mrs. Smith, I just need to take a put on hold. careful look at your account and transactions.” 2. Provide an exact duration of the “Allow me to put you on hold for a hold. minute or two.” 3. Thank the customer for agreeing.

“Thank you, Mrs. Smith.”

4. Thank the customer for holding.

“Thank you for waiting, Mrs. Smith. I appreciate your patience.”

8.3 Transferring a Call There would be times during the early or later part of the call where you would need to transfer the customer to another department or line. There is a need to do this because you may not have the solutions required by the customer. Call transfer requires specific guidelines to follow. When you transfer a call, you must exert an effort in having the customer believe that you are transferring him/her because this would help resolve the concern, not because he or she is being “passed around.” In doing this, you need to pass the call properly to another department or line. Let the customer know the reason why you need transfer the call. Educate the customer about the time and about the external contact number of the other department where you will transfer him/her. Transfer is needed only when: 

the concern is outside your support service



you have already exhausted all possible means for helping the customer ICT-CONTACT CENTER SERVICES- Grade 10 227



you have explained to the customer that you will be transferring them due to specific reasons



it is expressedly instructed by the client that you should do this for specific cases There are types of call transfer:

1. WARM. If warm, you need to introduce the customer to the agent of the department you are transferring the call to. The agent will wait on the phone to introduce the customer and to provide background information about the call. 2. COLD. If cold, let the customer know that you are no longer going to stay on the line with them. The customer needs to wait for the other department to answer the call. 3. DRY. Dry transfer on the other hand is transferring without introducing the customer to the department who will take the next call. 8.4 Taking Notes During a Call Taking notes during a call requires documenting the details of the call. There are specific instructions on how these notes would be taken which vary from client to client. A common practice is to encode the details of the call on the computer as you conduct the conversation. This will be a good documentation of what transpired during the call should the customer make a follow up on his/ her concerns. This will also assist other call center agents on how they will deal with the matter based on the last resolution you have made or agreed upon. 8.5 Making a Lasting Impression As an agent, you need to close a call that creates a lasting impression. Closing the call is an opportunity to recap key points, resolve, and or summarize the outcome of the conversation. This is also an opportunity to end the call in a professional manner. ICT-CONTACT CENTER SERVICES- Grade 10 228

Table 21. Making a Closing Call Closing Call Structure

Example

Recap the reason for the call

“Mr. Keating, your request to activate your account has now been done.

Summarize the action to be taken Advise processing time frame

This will be processed within the next 24 hours after which, you can already make use of your card in an ATM machine nearest you.”

Offer additional assistance

“Is there anything else I can help you with?”

Thank the customer

“Thank you for calling Thrift Savings Inc. and have a nice day!”

Process TASK 1: Standard Hold Procedures DIRECTIONS: Enumerate the standard hold procedures to follow.

• ______________________________________________________________

1. • ______________________________________________________________

2. • ______________________________________________________________

3.


TASK 2: Reasons for Transferring a Call

•ROSE: Yes, indeed. •CSR: Well then, to address your concern, we need to transfer this call to the billing department. Please stay on the line while I transfer your call. Thank you.

•LIAM: My internet connection at home has been cut off for two days now. •CSR: Please check the modem. Are all the lights turned on? •LIAM: Yes they are. •CSR: What color is that of the 2nd light? •LIAM: It’s red. Wait… I remember… Could you transfer me to the billing department so I can confirm my last payment date? •CSR. Surely. Please hold on for while I transfer your call.

Transcript 2

•CSR: I am sorry, Rose, but I think your concern is about an unpaid bill.

Transcript 4

Transcript 3

Transcript 1

DIRECTIONS: Examine the following conversation between a call center representative (CSR) and a customer. Read it out loud. Assess the reason for transferring the call based on each conversation.

•CSR: Mr. Clifford, I have thoroughly checked the status of your connection. It seems like there is no problem with our service. You have also personally checked your computer’s configuration and you said that it’s working fine. •MR. CLIFFORD: Absolutely. •CSR: Please hold on the line. I will be transferring this call to the technical repair department so they can schedule an actual check of the Internet connection in your residence. All it takes is a few minutes. Thank you.

• CSR: Is there anything else I can help you with Mr. Martin? •MR. MARTIN: I would also like to report my stolen ATM card. I'd like to block all withdrawals. •CSR: You were saying that your card had been stolen so you want to block all withdrawals on the said account, am I right sir? •MR. MARTIN: That is correct. •CSR: Sir I would have to transfer you to the Stolen/ Lost card section. Please hold the line for a few minutes. Thank you.


LESSON 9: HOLD PROCESS Whether you work in an office or call center, there is a right and wrong way to talk on the workplace telephone. When answering the phone, you become the face of the company. How you handle the call from start to finish will leave a neutral, good or bad taste in the customer's mouth. If the call leaves a bad taste in the customer's mouth, you may lose the customer. For this reason, it is best to make sure each call received is handled with excellence. Answering the Telephone When answering the telephone at work, it is important to use a professional greeting. Do not act like customers have to call you. Thank them for calling. Instead of using a simple “Hello,” brand the call using the company's name. Branding the call serves two purposes. First, it lets a customer know he dialed the right number. Secondly, it prevents your company from appearing unprofessional. Include your name at the beginning of the call and ask the customer how you can assist him/her. Your first name is sufficient. Giving your name makes the call personable and friendly. An example of a professional greeting is, “Thank you for calling ABC company. This is Madeline. How may I assist you?” Talking on the Telephone When talking on the telephone, it is easy to sound bored, dry, and monotone. To prevent this, add a smile to your voice. Adding a smile to your voice makes you sound happy and upbeat, excited to speak with the customer. Adding a smile to your voice is simple -- just put a smile on your face as you speak. When you put a smile on your face, the smile comes through in your voice. Be mindful of your language when speaking on the phone. Enunciate your words clearly. Avoid using slang and words such as “yeah” and “naw.”


9.1 Why Call Hold is Necessary Call holding is necessary for the following reasons: 1. to give time to pull out a customer’s details 2. verify some information from your supervisor 3. run some web based troubleshooting tips 4. to verify information or call someone from another department 9.2 Permission Before Placing Customers on Hold When talking on the telephone, it is often necessary to place the customer on hold. You may need to place the customer on hold so you can contact another department or transfer the call. Many customers hate being placed on hold, especially if there is a long hold time getting to you in the first place. Before placing the customer on hold, ask for permission. For instance, “Mr. Richards, do you mind if I place you on hold?” If you place the customer on hold, make it brief, no longer than two minutes. If the hold is longer than two minutes, refresh the customer to let him know what's going on. Proper Closing Closing the call gives you one final opportunity to make a good impression on the customer. Although you thanked the customer for calling during the call greeting, thank him again during the closing. Ask if there is anything else you can assist him/her with. This makes the customer feel appreciated versus the feeling like he/she is annoying. Wait for the customer to release the call before hanging up. This prevents you from accidentally hanging up on the customer. Another equally important thing that you need to consider is to protect every customer’s information. 9.3 Hold Estimates Have you tried calling a customer service hotline where you are instructed to hold the line for a few minutes? Customer service representative sees the need to hold the call due to a variety of reasons. ICT-CONTACT CENTER SERVICES- Grade 10 232

Call estimates vary. Some provide longer estimates than the actual hold time. Whatever the case maybe, it will still be the agents’ responsibility to give the customer the hold time estimate that is closer to reality. This may also depend on the strategy of the particular call center firm. Some chooses to give a longer hold time and beats it. For example, an agent may give you a long hold estimate but then picks up the call immediately. Others opt to give a realistic hold time. Whatever the case maybe, customers prefer accuracy over exceeding the expectations. Fast and honest service is favored by the customers. Some factors which may be considered in the hold time are: 1.

call queue

2.

average call length

3.

number of agents who will be taking the call

4.

estimate of how long a customer is willing to wait

9.4 Returning the call Part of the agent’s responsibility is keeping your words. You have to maintain honest service to the customers at all times. This is best shown through returning calls as promised the last time that you conversed with your customer. In cases where you can not solve the issue in the duration of the caller’s to stay on the line, you need to exert effort on finding a resolution by setting an estimated time which will give you the opportunity to address such. This prompts you to return the call. 9.5 Acknowledge the Customer One of the best ways to send a message to your customers of how important they are to you is to simply acknowledge them. A positive way of showing this is by acknowledging them by their names. Saying “thank you for the information, Gracie.” or “How can I be of service, ICT-CONTACT CENTER SERVICES- Grade 10 233

Gracie?” are simple examples that recognize the individual you are speaking to. It psychologically conditions the mind of the customer that you are in serious business of helping them with their concerns. This however should be used in moderation. Frequent mentioning of their names might be annoying and might sound too scripted. To end the conversation, you may say something like “Is there anything else I can help you with, Gracie?” or the parting words “Thank you for calling customer service Gracie. Have a good day! ”. The firm where you are in probably have their own pattern of greetings. You just have to make sure that you sincerely acknowledge what the caller is telling you. These are effective ways of building rapport and providing a great caller experience. Service does not end here. Acknowledgement stage is just the first part. Taking action should take place afterwards. You have to make sure that you address them properly. Provide a refund of the service that did not go well. A discount perhaps on their next purchase. Assure the customer that you will coordinate with the department to solve their issues on their next call, then do as you say.

TASK 1: Interactive Communication Use the URL in the picture to access the video in the Internet. Watch the video carefully. Take note of the interactive communication skills shown by call center agent. Take note of the telephone etiquette and report your observation to the class. https://www.youtube.com/watch ?v=hpZFJctBUHQ Customer Support Philippines Sample Order Taking


https://www.youtube.com/watch?v=yfiGSb1brS0 Sample Call Tech Support

TASK 2: Call Simulation Make a simulation of a call center conversation similar to the one that you have seen. Choose a partner and agree on what service you are going to role play. Limit your skit in 2 to 3 minutes only. Follow all the guidelines you have learned in this module. Start with a god opening spiel, apply probing skills such as paraphrasing and clarifying. Negotiate positively, close the deal and make a lasting closing remark. Record the conversation. Listen to it for a few minutes then criticize your own work and appraise your conversation. Fill up a sample coaching form, similar to the one on the next page.


Coaching Session Form To: (Name of the Agent ) From: (Coach/ Team Leader/ Assessor) Date: RE: Coaching Session- Talk and Type Opening Phrase: _______________________________________________________ Acknowledgement: _______________________________________________________ Questioning and Verification: ________________________________________________________ Interrupting/ Overtalking: ________________________________________________________

Team Manager: _______________________ Date : _______________________ Agent: _______________________________ Date : _______________________


Know Lesson 10: Handling Customers’ Complaints A call center often becomes a frontline customer service, as many busy people turn to the Internet to get their business needs met. This means a call center may be receiving the bulk of customer complaints, as well as questions and transactions. As a call center practitioner, are you ready to handle the challenge of a frustrated, angry customer? Customers complain because they believe they have been treated unfairly. They should be treated special because they are giving the business the opportunity to solve the problem and retain them as customers. When a complaint arises, there are two factors to be considered: 1. the customer 2. the complaint Complaints may be prevented if you try considering how customers are pleased. The top three issues concerns of customers to be satisfied are reliable agent, enjoyable business transaction, and trustworthy people.







Table 22. Top Concerns of Customer Satisfaction Customers want to know they can depend on Reliable agent you. They want to do business with people who will keep their word and do what they say they will do. Customers want to be looked after by people Enjoyable who will go the extra mile to ensure they get what business they want and deliver more than what was transaction promised. Customer perception is important. Trustworthy Remember, everything that the customer hears will people shape their opinion of you, your service and products and the company in which you work. Serve the client by feeling good to provide well customer service experience, and you will increase the customer’s confidence. ICT – CONTACT CENTER SERVICES – Grade 10 237

On the other hand, customer complaints are also valued. They tell the company:   

what its faults or shortcomings are; where the company needs to improve; and why the company or the brand is not selling well.

Preliminary Activity DIRECTION: Use the chart to assess your skills in handling customers’ complaints. Place a check () or cross () in the column provided. Do this in your notebook. 1. I can respond empathetically.

to

complaints

promptly

and

2. I can address customers’ complaints with clear, direct, accurate, and timely response. 3. I can establish details of complaints and use basic remedies in accordance with enterprise policy. 4. I can implement appropriate referral or hands-off procedures as required. 5. I can refer complicated concerns to higher authority.

10.1

Protocols for Handling Difficult or Irate Customers

How would you feel if you were the one making the complaint? That is the first thing you need to think when dealing with complaints. Empathy and understanding are paramount to giving good customer service, whether in sales, customer service, or customer complaints departments.


Try these methods of responding to customer complaints: Table 23. Methods on How to Respond to Complaints Promptly At the time the complaint is made,  Treat customers want to feel valued. Ensure that complainants as valued customers. you make the customer feel that the call is important to you and you are very much willing to listen and serve. 

Accept ownership of the problem.



Use the person’s name often, and with care.

Apologize to customer for the problem that arise. Don't blame others. The power of the word, “sorry” is immense. An early apology in the conversation is often the key to managing the call without having to escalate it. Thank the customer for bringing the problem to your attention. The sound that people most like to hear from others is the sound of their own names. Use expressions such as: “I appreciate your concern, Sir Robert”







Listen attentively to what your customer is saying. Be understanding.

Be sure to get all relevant information.

“I can understand why you feel the way you do, Miss Verna.” Let the customer talk. Say something to them to let them know you are listening well.

Remember, the person is complaining about your business, not about you personally. Be calm, cheerful and helpful. If possible, let the customer know that you will take responsibility for solving the problem. If necessary, repeat the complaint to the customer and get agreement that you understand the customer’s point of view. If the customer says you haven’t got it right, never say: “You don’t understand what I have said.”


Instead, always say, “I am sorry I haven’t made myself clear.” Always take responsibility for being heard and understood.

10.2 Process of Handling Customer Inquiries Prevention is better than cure. Preserving the relationship with customers is always the main concern in handling complaints. Your first move is to offer a solution that meets the expectations of the customer. Remember that your goal is to maintain the relationship and keep the customer, and that means providing satisfaction. The saying, “The customer is always right,” is also true in the case of a complaint.

In Figure 14, read how a representative addressed a customer complaint.

"Okay, I really understand and agree with you that this is very unbelievably /frustrating /annoying /stressful /upsetting/ enraging to you, but for me to help you I must work within our process.”

This is an example of combining emotional understanding with control. Rapport and trust are necessary before you can move forward. Keep control obviously, but involve the other person in your thinking and decision-making.

Figure 14. Control of Situation

Repeat the complaint by using the notes you made while listening to the customer complaining. This demonstrates that you have a secure grasp of the problem. Keep your tone measured and calm, and ask a closed question at the end to check if you have a full understanding.


A good way to make sure that you know exactly what the problem is to use calm and kind words like: “I understand that you are upset, and rightly so, that the gadget you bought is not working well.”

By now, the customer should at least be ready to let you help them. Assure them what exactly you are going to do and explain the realistic options available. If the customer wants something that is not possible, apologize, give reasons why this is not an available option, and then tell them what you can do for them. Moreover, if you can minimize passing them from department to department, this will also help them to remain calm and listen to any options you put forward. If a solution is becoming difficult, ask the magic question: “What do you think we should do that will solve the problem and be fair to you and the company?” Then wait for the customer’s response. In most cases, the customer will require you to do less than you were willing to do, so accepting this solution will not be difficult. You may even decide to ask this question before you have to negotiate. The benefit of asking it earlier is that you will nearly always be able to settle on the customer’s terms. After getting the situation under control and fixed, apologize for the inconvenience. Hope it does not affect their impression on the company. Maybe throwing a nice word indicated in the box below will create a smile on the customer’s face. “Have a nice day.” “Thank you for calling. Hope to serve you again.” ICT – CONTACT CENTER SERVICES – Grade 10 241

10.3 Acknowledging the Situation and Providing Appropriate Response Once you have all the list of the complaints, act immediately in accordance with the procedures of customer service policy. An enterprise policy needs to be a living document that staff may access and refer to. Policies are meant to be there as a guide to allow a staff to know what to do in a certain situation. What can you do to remedy the arising problem? Here are the basic tools from an enterprise’ customer service policy:

Empowerment

Responsibility

Figure 15. Basic Remedy



Empower staff.

Customer service representative should know how to provide solutions to customers and have the authority to handle complaints in a friendly and professional manner.



Give responsibility.



Train representative.

Give frontline staff responsibility to resolve complaints in the first instance. Proper training on customer-complainthandling techniques is a big help to manage unreasonable customer behavior.


Process Task 1: Review Handling Customer Complaints This time, we will measure your knowledge regarding empathizing and remedying customer complaints. Match the terms in column A with the ideas in column B. Write your answers in your notebook or in a separate sheet of paper. A

B

_____1. Treat complainants as valued customers.

A.

_____2. Act and speak calmly.

B.

_____3. Use the person’s name often and with care. _____4. Listen attentively to what your customer is saying.

C.

_____5. Be understanding.

E.

_____6. Be sure to get all relevant information. _____7. Control of situation

F.

_____8. Empower staff

D.

"Okay, I really understand and agree with you that this is very stressful to you, but for me to help you I must work within our process.” If necessary, repeat the complaint to the customer and have an agreement that you understand the customer’s point of view. Accept ownership of the problem, then apologize. “I can understand why you feel the way you do, Sir Robert.” Make the customer feel that his/her call is important to you. Let the customer talk.

G.

Keep in mind that the person is complaining about your business, not about you personally. H. Proper training on customer-complaint-handling techniques helps manage


_____9. Give responsibility.

_____10. Train representative.

unreasonable customer behavior. I. Customer service representative should know how to provide solutions to customers and have the authority to handle those complaints. J. Put in charge the frontline staff to resolve complaints in the first instance.

Task 2: Research Work This time, you and your groupmates are tasked to look for a contact center policy on how to handle customer complaints. You may try to search on websites of well-known BPO in your community. Put a check () mark on the items which may also be found in the policy you have selected. Do this in a separate sheet of paper. 1. Treat complainants as valued customers. 2. Act and speak calmly. 3. Use the person’s name often, and with care. 4. Listen attentively to what your customer is saying. 5. Try to be understanding. 6. Get all relevant information. 7. Practice control of situation. 8. Empower the representative. 9. Give the agent the responsibility to resolve complaint in the first instance. 10. Train representative in communication skills.


Reflect and Understand Task 3: Film Viewing This activity will further enrich your knowledge of handling complaints and help you reflect to become a good contact center representative. You may do the task individually or by group. DIRECTIONS: 1. Search for a video of a customer service rep handling complaints. 2. Download the video and present it in the class. 3. Use the guide shown below to take note of the techniques on how to respond to complaints. 4. Discuss the notes taken.

Can respond to complaints promptly and empathetically

Can address customers’ complaints with clear, direct, accurate and timely response

Can establish details of complaints and use basic remedies in accordance with enterprise policy

Can implement appropriate referral or hands-off procedures as required

Can refer complicated concerns to higher authority


Transfer Task 4: Simulation The previous task revealed the procedures and tips on how to respond immediately to customer complaints. The next activity is an actual practice of responding to customer using the available props or materials for a contact center office. This will enable you to experience the real scenario of acknowledging the situation and providing appropriate response. DIRECTIONS: 1. 2. 3. 4. 5.

The simulation will be done by group. Create a script for the customer complaint scenario. Set the props in the computer laboratory. Record the simulation using video recording device like cell phone. Save the video of the simulation and present it in the class for evaluation using the rubrics below.

Scoring Rubrics

Weight

Accurate Procedure 20%

Communication Skills 40%

Group Cooperation 40%

3

The procedures for the responses were appropriate to the situation

Responded to customer complaints with good communication skills

The team showed interest and support for one another during the simulation

2

Some procedures were missing

Responded to customer, but needs more practice in communication skills

Showed interest but needs more coordination with teammates

1

Practice of inappropriate procedures

Lacked communication skills to respond to customer complaints

Not interested and found the task difficult


Know 10.4 Process of Referral or Handing Off Customers to Supervisors When an agent refers a customer’s concern to another department, which has different staffing, a handoff should never be hands-off.

The representative briefly explains to the person taking the concern what the customer wants. This saves the customer the trouble of repeating themselves. It also proves to the customer that the contact center rep is listening carefully to them. Figure 16. Handoff

Furthermore, if at any point realization of being unable to answer the customer’s complaint comes to mind, find someone else that may be able to help. Do this as soon as possible to avoid confusion between both you and the customer.

“Sir / Ma’am (name), would you like to speak with _____ to give you the information you need?”

“Sir / Ma’am (name) regarding the complaint, may I let you speak with _____, he / she can best answer your concerns.”


Finally, the best person to help is a supervisor, manager, or an associate that has been through a similar situation. Call your manager if the customer asks you to. If you are in the process of handling a situation and the customer demands that you call your manager or supervisor, it is best to follow the wishes of the customer. However, if you can avoid having to get your manager involved, do it. Handling a situation on your own will show your supervisor that you have the ability to deal with angry customers in a calm and kind manner. If you cannot find someone to help you with the situation, tell the customer politely that while wanting to help them, you do not want to point them in the wrong direction. Thus, give him/her the least possible solution to his/her concern. Again, a simple procedure of referring concern to a supervisor or higher authority is shown in Figure 17.

1 2 3

• Call the manager or supervisor. • If the customer demands to talk with the manager, follow. • If there is no one to help, be honest with the customer. Figure 17. Procedure of Referring Concern to Superior


Process Task 1: Review Handing Off Customers DIRECTIONS: Write True, if the statement is correct and False, if the statement is wrong. Write your answers in your notebook or in a separate sheet of paper. __________1. When an agent refers a customer’s concern to another department, which has different staffing, a handoff should never be hands-off. __________2. The representative, during handoff, should briefly explain to the person taking the concern what the customer wants. __________3. When the customer repeats his concern to another receiving agent, this only proves that the contact center representative is listening carefully and responding immediately to customer complaints. __________4. Tell the customer to wait for your return call if you are unable to answer the customer’s complaint. __________5. The best person to help is a manager, or an associate that has been through a similar situation. __________6. Call your manager if the customer asks you to. It is best to follow the wishes of the customer. __________7. Handling a situation on your own will show your supervisor that you have the ability to deal with angry customers in a calm and collected manner. __________8. If you cannot find someone to help you with the situation, be honest and tell the customer politely the least possible response you could give in accordance with the enterprise policy. __________9. “Sir Edward, please wait for my return call, the person who could give you the information that you need is in a meeting at this time.” ICT – CONTACT CENTER SERVICES – Grade 10 249

_________10. “Ms. Reyes, regarding the complaint, I will let you speak with Mr. Cruz, he can best answer your concerns.”

Reflect and Understand Task 2: Interview of a Contact Center Representative Nobody can ever give you the best answer on how to implement appropriate referral or handoff procedure, but a contact center representative. Thus, the activity will give you a chance to gather information from an experienced call center agent. DIRECTIONS: 1. 2. 3. 4.

Choose teammates to conduct an interview with a call center agent. Write down the appropriate response or dialogue to the given question. Use the chart below to guide the interview session. Compare the dialogue with the other group and learn from the gathered information.

How to transfer customer complaint to other person who can handle the problem

•"____________________________ _ ______________________."

How to explain the complaint to the other receving person to eliminate for the customer of repeating himself/herself

•"____________________________ _ ______________________."

How to refer a customer complaint to higher authority like supervisor

•"____________________________ _ ______________________."

How to respond to a customer complaint if you cannot find someone to help

•"____________________________ _ ______________________."


Transfer Task 3: Proposed Action Plan for Handling Customer Complaints Before we end the lesson, let us make a definite plan of developing your customer service skills particularly in handling complaints. Hence, the sample proposed action plan on the next page is illustrated to give you an idea. DIRECTIONS: 1. With the teacher’s facilitation, you will be guided on how to fill out the sample action plan. 2. A plan of action is indicated in the first objective for your guidance. 3. Present the action plan. 4. Use the rubrics below to assess your accomplishment.

SAMPLE ACTION PLAN:

PROPOSED ACTION PLAN PRACTICE HANDLING CUSTOMER COMPLAINT OBJECTIVES: 1. Respond to customer complaints promptly and empathetically. 2. Implement appropriate handoff procedure. 3. Refer complicated concern to higher authority. I M P L E M E N T A T I O N

E V A L U A T I O N

What needs to be done?

By What resources? What evidence How and when whom indicates progress? will evidence be and gathered? when? OBJECTIVE 1: Respond to customer complaints promptly with empathy. 1. Treat complainants as valued customers.

Learners Everyday

ICT – CCS Module Related websites

Performance’ scores assessed by rubrics


Simulation of handling customer complaints

OBJECTIVE 2: Implement appropriate handoff procedure. 1. 2. OBJECTIVE 3: Refer complicated concern to higher authority. 1. 2.

Prepared by: _______________________________ Student’s Name _______________________________ Grade 10 – Section

Scoring Rubrics

Weight

Appropriate Strategy 30%

Presentation of Action Plan 30%


3

The strategies were appropriate in developing the skills.

The team informed the class of the action plan clearly and with set of examples.

The team showed interest and supported one another.

Some strategies did not contribute to the development of skills.

The team presented the strategies but there was a need to give more examples for better comprehension

The team showed interest, but needs more coordination with teammates.

Strategies presented were irrelevant to the development of skills

The presentation was incomplete.

The team showed no interest and found the task difficult.

2

1


Know Lesson 11: Provide After-Sales Support and Document Events Outstanding customer service is not about accomplishing one large task extraordinarily well; it is about doing numerous small tasks very well that satisfy customers. Therefore, doing customer support service is simply a never-ending work at every level of the business. If you are considering a position in customer support, you will need to have the following skills:



Table 24. Contact Center Representative Skills Customers want you to completely Active Listening understand their issue with the hope that you will be able to assist them in resolving their problems quickly and efficiently.



Professionalism



Desire to Solve Problem

A customer representative that acts in an un-professional manner will quickly become unwanted and only frustrate them further. You need to be a patient, professional and a calming influence when interacting with customers at all times. This requires you to have the fundamental sincerity to help others. Once you understand their issues, your desire to solve them quickly and efficiently will make you the go-to guy or gal for future needs. Your credibility and reputation will get you the visibility you need to move in other areas.


Preliminary Activity DIRECTIONS: Interview a call center representative and use the check list below as a guide to assess the level of customer support services in their enterprise. The highest score is five 5 and the lowest is 1. Place a check () in the appropriate box. Do this in a separate sheet of paper. Support Service Tasks

1

2

3

4

5

1. Ensure customer satisfaction by making a return call. 2. Discuss actions necessary to resolve complaints and confirm with the customer. 3. Record agreements reached with the customer and implement within agreed time frame. 4. Initiate follow-up actions to ensure that agreements with customers are implemented. 5. Document actions and resolutions agreed-upon with the customer in accordance with company procedures.

11.1 Ensure Customer Satisfaction by Making a Return Call Always demonstrate sincere concern to customers. Exert effort to thank the customer long after the service has been completed. While a customer may have been appreciated as his transaction is completed, thanking again later may be done through a casual phone call. Another way of ensuring customer retention is by calling the customer occasionally to say hello. This is a mission that builds customer relationships over the long term. The effort of keeping in touch reminds the customer of your service value that may arise to an opportune moment. This opportune moment is like social call that could lead into a voluntary business referral. The commitment to please a customer comes from the heart known as extra mile. The extra mile is actually, what one does beyond what is expected or least expected from an individual who is serving a customer. ICT – CONTACT CENTER SERVICES – Grade 10 254

How to create customer delight? See the table below. Table 25. Services that Satisfy Customers 

Establish a warm and friendly customer rapport.



Attending to a customer’s special Anticipate the customer’s every need and how they request or looking forward to customer’s preferences in a product or may be best served. service is certainly appreciated and makes business experience worth remembering. When a customer brings a Remember that no problem or a service request to you, it request is too small, too is important to put in mind that you large, or too difficult. have to resolve the problem or render the requested service no matter what it takes, and regardless of who you are in the company. When a customer needs Create a sense of something from you, you have to urgency. always remember that the clock starts ticking the moment the sentence of the customer is finished. Listening is a starting point in Show genuine concern achieving this end. It is also important for the customer. to be patient while listening to your customer. You create a stronger and Make sure that the service that you render is sustainable desire for customers to come back because they are looking always better the next forward to receiving the same good time around. service or treatment.









Being familiar with a repeat customer has a lot of opportunities for the business.


11.2

Discuss Actions Necessary to Resolve Complaints and Confirm with the Customer

According to studies, despite many improvements in the industry, the perception held by the public towards call centers today remains negative. To address this situation, contact centers have invested heavily in technology, people, and processes. Yet, in the drive to deliver excellent service, something still appears to be missing. It could be compared to cooking the perfect meal; it is the way ingredients are mixed together that will create a successful result. The following techniques provide some thoughts on how contact center representatives ensure that they are exceeding consumer expectations and minimizing complaints. Table 26. Extra Mile Effort 

Keep quality consistent.

Running evaluation regularly ensures the business to respond to any changes in customer perception in a timely manner.



Develop skills.



Improve response time.



Keep the service personal.



Put policies in place.



A call to act on the customer needs.

Staff must have strong communication skills and a solid understanding of the products and services that customers may enquire about. Without this, it will be impossible for contact centers to provide customers with the best possible advice. Integrating the various technology ensure that all interactions may be stored, viewed, and managed from a central location. Agents must tread a fine line between investing time and ensuring that they treat each customer individually. In order to reap the full benefits of technology and associated staff training, clear policies need to be put in place outlining how agents should react to certain scenarios. By taking a joined-up approach and investing the right amount of time and money in both technology and training, contact




Educate your customer.

centers can ensure that customers receive the service they deserve and the staff, in turn, receive the recognition they warrant. Educating the customers and providing Frequently Asked Questions (FAQs) could save them time and frustration. If the consumer is provided with easily-accessible information, then they will be able to guide themselves to the solution.

Process Task 1: Frequently Asked Questions (FAQs) Webpage A better way of helping customer to find solution to their inquiries and complaints is by providing FAQs section on websites. FAQs differ for each company. Let us compare FAQs of well-known enterprises, and find out how they educate their customers about their products and services. DIRECTIONS: 1. Search for FAQs sites of two well-known enterprises. 2. List down the differences and similarities of FAQs sites. 3. Discuss your findings and analyze their benefits for both customer and the enterprise. Write your answers in a separate sheet of paper. Enterprise _________ Enterprise _________

Similarities:

1._________________

1._________________

1._________________

2. ________________

2. ________________

2. ________________

3. ________________

3. ________________

3. ________________

4. ________________

4. ________________

5. ________________

5. ________________


Reflect and Understand Task 2: Reaction from an Underground Customer Revolution DIRECTIONS: 1. Read the story below. 2. If you are the customer, how will you deal with the situation? 3. If you are the contact center representative of the hotel, what are the appropriate responses you will make if the customer in the story complains about the service he experienced? 4. Discuss your reaction before the class and learn how to ensure customer satisfaction.

Paul Cooper tells the story of some underground customer service.

Paul A Cooper, Director at Customer Plus (www.customerplus.co.uk)

A few months ago I was speaking at a conference in North Wales, and decided to stay on a few days with my wife. On the first day, though no fault of the hotel, it was pouring with rain. Their car park was around the back of the hotel, a 200-300-yard walk around outside to get there. I had no umbrella so I asked at reception if there was a back way out to the car park. ICT – CONTACT CENTER SERVICES – Grade 10 258

“No,” was the extensive, considered, and comprehensive reply from a lady who had no other customers to attend to. “Umbrella then?” I asked. A look that said don’t even bother asking was the succinct reply. As I could picture the layout of the ground floor of the hotel, I found this a little strange, so I mentioned it to the porter who had been really helpful when we checked in. “Is there a back way out to the car park?” I ventured. “Yes,” he said. He then personally led me through the staff quarters and the kitchens to a door, which he opened, right next to my car! In the evening, my wife and I were settled comfortably in the bar area. Large, wide windows overlooked the beach and coastline in both directions, The sun had come out and it was bliss. A little later, ready to eat, I asked the waitress if we could have our dinner at this table, rather than in the dining room. She said she’d ask at reception. Uh-oh! The reply was in the negative, probably an elaboration of the earlier “No”. We were a bit downcast, but I spotted our trusty porter, now dressed in a waiter’s outfit, and called him over. “It’s a lovely evening,” I said, “so we were wondering if we could have our dinner here rather than in the dining room.” “Yes,” he replied, and went off to get the cutlery, glasses, etc. The meal was lovely. Our waiter served us all evening, professionally and personally, and we extended our stay at the window until the sun went down. I spotted our “friend” still at work and called him over. I told him about the “no” lady on reception and asked him how he managed to swing it for us to stay at the table. “Simple,” he said. “You were happy where you were, and you are the customer. I just went into the kitchen and ordered your meal for table 14 in the restaurant. I knew we wouldn’t be full tonight. When anything came out for table 14 I picked it up and brought it here. I hope you had a nice evening!” ICT – CONTACT CENTER SERVICES – Grade 10 259

Well! When I came down the next morning to check out, I was full of an idea to speak to the manager and praise our “friend”. But then I started to think a little. If I had read this hotel right, I could get the guy fired!! At first hand we had seen personal initiative, going against procedures, ignoring the line of command, health and safety breaches (must have been in there somewhere!), and going the extra mile. Looks like a case for instant dismissal. And how sad. I spend my life preaching to people how to get these things right, surprise and delight customers, do special things, be different, care and so much more. But when we experience it in the flesh, which happens so rarely, I daren’t speak up. Of course, I sought him out that morning, thanked him again, and gave him a nice tip, which I am convinced is not why he did these things. I also hoped, secretly, that he would find a new position somewhere else, where this sort of openly rebellious great customer service would be appreciated.

Transfer Task 3: Short Skit of Customer Service Satisfaction As a call center agent, demonstrate how you do the extra mile just to be able to show your sincere concern to customer. DIRECTIONS: 1. Prepare a short skit demonstrating at least three of the given ideas of customer satisfaction listed in the table found in the next page. 2. Use the rubrics to assess the group task. ICT – CONTACT CENTER SERVICES – Grade 10 260

Establish a warm and friendly customer rapport. Anticipate the customer’s every need and ask the right questions in learning what their special needs are or how they can be best served. Always remember that no request is too small, too large, or too difficult. Create a sense of urgency. Show genuine concern for the customer. Make sure that the service that you render is always better the next time around.

Scoring Rubrics

Weight

Accurate Demonstration 20%



3

The group demonstrated three or more qualities of a customer service satisfaction.

The group showed interest and supported one another during the simulation.

2

The group demonstrated two qualities

The group responded to customer complaints with good English communication skills. The group responded to customer, but needed more practice in English communication skills.

1

The group did not demonstrate customer service satisfaction

The group lacked English communication skills.

The group showed interest, but needed more coordination with teammates. The group showed no interest and found the task difficult.


Know 11.3

Documentation Procedure

Write a clear, concise log of the incident. Document every major point of the call. It is not important to note every single word uttered, but keep a point-form log of anything that may assist others who deal with the customer in the future. If you see the same issue popping up over and over, you may recommend a change in policy.

CUSTOMER: Jake Reyes ISSUE:

The customer is calling because he recently visited store branch 1 and claims that the representative at the cash register was rude and arrogant.

DISCUSSION: - Allowed the customer to explain the situation fully. - The customer states that on December 5, 2014 he went to store branch 1 to purchase grocery items and when he went to pay, he encountered some issues with the PIN number for his debit card. The customer states that at this point the cashier became rude and made comments about the customer's PIN number. - I apologized for the customer's feelings, but did not make a direct apology. - I also offered a souvenir item as a token to thank the customer for calling in today: the customer declined, and stated he just wanted to make us aware. RESOLUTION - Calling store branch 1, will confirm employees for December 5, 2014 and register a formal complaint on behalf of the customer.

Figure 18. Log of Incident


11.4

Initiate a Follow-up Action to Ensure that Agreements with Customers are Implemented

A follow-up action is done to see if the arrangements to fix the complaint have been carried out as promised. When everything is in order, send a customer a token of appreciation for bringing the problem to your attention, and giving you the opportunity to solve it. It is a good policy for business to have a choice of simple, inexpensive gifts. Imagine the surprise and pleasure the gift will bring. Investing time and money in customer is an investment that almost always pays off handsomely. On the other hand, agent should be providing feedback on what customers are saying at least daily. Update the customer regarding the development of the complaint and what you are doing about it through phone or the Internet. Two commonly used sources of feedback are: 1.

Post-contact surveys - conducted immediately after the interaction of a customer with a representative. They use common questions to gather feedback useful for targeting performance improvement.

“Did you get your issue resolved?”

2.

Regular surveys – conducted to check levels of satisfaction of customers and gather feedback from them. These surveys are conducted quarterly or even annually and considered to be useful in feeding the strategic planning of the business.

“How can we improve?”


Once you have established the right feedback mechanism, the process may be used to deliver benefits across the business.

Table 27. Benefits of Feedback Benefit 1: Improving sales campaigns

This allows you to manage objections, amend offers, and improve results.

Benefit 2: Taking feedback to the top

Reports are shared across departments at the senior level and to the executive to be considered in planning the business undertakings.

Benefit 3: Removing root causes of customer service frustrations

Armed with this information, agreements are much easier to achieve.

Benefit 4: Marketing, product, and Being able to test the impact of process designers can spend changes and ideas means the less and get more business can learn faster what works and stays ahead of the curve in marketing and product design.


11.5

Document Actions and Resolutions Agreed-upon with the Customer in Accordance with Company Procedures Records are kept for company analysis and improvement.

Here are helpful guides on how documentation benefits the enterprise, as well as a contact center representative to improve customer satisfaction.

Keep a record of all customer comments. At a regular interval, collate and analyze them for trends and use them as an indicator of the progress you are making towards your principal objective of achieving a customer satisfaction level.

Develop a discussion group that convenes on a weekly basis. Have all staff attend at least one discussion group a month. Make sure the group leader is skillful and creative, and keeps the discussion interesting. Focus only on customer satisfaction issues. At each meeting, have a customer attend, and ask hi/her to communicate his or her view on how the business could improve its service.

Figure 19. Documentation of Data

Process Task 1: Log of Incident DIRECTIONS: 1. 2. 3. 4.

The teacher will give you a situation to log. Record the agreement reached with the customer. Follow the format provided in Lesson 11.3. Do this in your notebook. Discuss your ideas before the class. ICT – CONTACT CENTER SERVICES – Grade 10 265

Customer:

______________________________

Issue:

______________________________ ______________________________

Discussion: ______________________________ ______________________________ ______________________________ Resolution: ______________________________ ______________________________

Task 2: Document an Agreement DIRECTIONS: 1. Download a customer complaint video or recording. 2. Listen attentively and prepare a log of incident by group. 3. Analyze how the agent handled the situation of customer complaints. 4. Each group should present the log using a PowerPoint presentation to be discussed to the class.

Reflect and Understand Task 3: Interview of Contact Center Representative This activity will help you further gain an understanding of how a contact center agency initiates follow-up and documents agreement. DIRECTIONS: 1. Arrange an interview with a contact center agency. 2. The guide questions below will assist you in your interview with an agent. ICT – CONTACT CENTER SERVICES – Grade 10 266

3. You may do the task individually or by group. 4. You are encouraged to secure a video record of the interview, and show it before the class and for future reference. 5. Discuss the gathered data in the class and compare how contact center agency performs the required competencies of a contact center representative. 1. What are the follow-up actions that will ensure that the agreements with customers were implemented? 2. How does an enterprise gather feedback from customers? 3. How will the enterprise benefit from the feedback? 4. How does documentation help improve customer service satisfaction? 5. Does the enterprise conduct discussion group and why?

Transfer Task 4: Simulation One more challenging task is the simulation of providing after-sales support and documentation events. DIRECTIONS: 1. Choose among the given topics below and prepare a simulated action to be demonstrated by group. 2. Prepare the props and other materials. 3. Use the given rubrics to assess your presentation. 1. Follow-up to see if the arrangements you have made to fix the complaint have been carried out as you promised. 2. Post contact surveys, conducted immediately after the interaction a customer has had with a representative. This uses common question to gather feedback useful for targeting performance improvement. ICT – CONTACT CENTER SERVICES – Grade 10 267

3. Regular surveys to customer base help check levels of satisfaction and gather feedback. These surveys happen quarterly or even annually are and considered useful in the strategic planning of the business. 4. Develop discussion groups that operate on a weekly basis. Focus only on customer satisfaction issues. At each meeting, have a customer attend, and ask him/her to communicate his/her view on how the business may improve its service.

Scoring Rubrics

Weight

Accurate Procedure 20%



3

The procedures for the responses were appropriate to the situation.

The team responded to customer complaints with good communication skills.

The team showed interest and support one another during the simulation.

2

Some procedures were missing.

The team responded to customer, but needed more practice in communication skills.

The team showed interest, but needed more coordination with teammates.

1

Practice of inappropriate procedures.

The team lacked communication skills to respond to customer complaints.

The team showed no interest and found the task difficult.


SUMMARY OF LESSON Nowadays, one of the challenges in a contact center is how to be competitive in providing services. Excellent services would entail higher profit as generated from the loyalty and trust coming from the customers. Furthermore, a call center often becomes a frontline for customers because many busy people turn to the Internet to have their business needs met. This means a call center may be receiving the bulk of customer complaints, as well as questions and transactions. Customers complain because they believe they have been treated unfairly. They should be treated special because they are giving the business the opportunity to solve the problem and retain them as customers. Hence, the competencies found in this module will surely guide you to deliver quality customer services because outstanding customer service is not about accomplishing one large task extraordinarily well; it is about doing numerous small tasks very well that satisfy our customers. Therefore, doing customer support service is simply a continuous work at every level of the business.


SUMMATIVE TEST: FOURTH QUARTER

I – Multiple Choice: Encircle the letter of the correct answer. 1. There are factors to consider when complaint arises a. customer and complaint c. customer and product b. customer and service d. customer and contact center representative 2. Issues and concerns of customers to be satisfied are listed below except ___________. a. reliability c. enjoy doing business b. leadership d. do business with trustworthy people 3. Customer complaints are also considered as treasures in the enterprise except ___________. a. to identify future investment of the contact center agency b. to identify what is the enterprise faults or shortcomings c. to identify where the company needs to improve d. to identify why the brand or services is not selling well 4. Skill not related in handling customers’ complaints a. Responding to complaints promptly and empathetically. b. Addressing customers’ complaints with clear, direct, accurate and timely response. c. Implementing appropriate referral or hands-off procedures as required. d. Following customer request when complaints arises to settle agreement as soon as possible. 5. It is a way to make the customer feel that his call is important to you. a. b. c. d.

Act and speak calmly. Listen attentively to what your customer is saying. Treat complainants as valued customer. Be understanding. ICT – CONTACT CENTER SERVICES – Grade 10 270

6. How do agents accept ownership of the problem then apologize? a. b. c. d.

Act and speak calmly. Listen attentively to what your customer is saying. Treat complainants as valued customer. Be understanding.

7. Let the customer talk of his complain and say something to make him feel comfortable. a. b. c. d.

Act and speak calmly. Listen attentively to what your customer is saying. Treat complainants as valued customer. Be understanding.

8. "Okay, I really understand and agree with you that this is very stressful to you, but for me to help you I must work within our process.” The statement implies _____. a. giving responsibility. b. empowering staff c. using the person’s name often, and with care d. controlling of Situation 9. “I can understand why you feel the way you do Sir Robert.” statement implies _____. a. giving responsibility. b. empowering staff c. using the person’s name often, and with care d. controlling of Situation

The

10. The reason for using the following dialogue is _____. “What do you think we should do that will solve the problem and be fair to you and the company?” a. To resolve and settle on the customer’s terms b. To resolve difficult problem c. To be fair with customer d. To minimize referring concerns to higher authority


11. This is the best reason why a representative, during handoff, should briefly explain to the person taking the concern what the customer wants. a. To save the customer from trouble of repeating himself b. To prove to the customer that contact center representative is listening carefully to them. c. To immediately solution the customer complaint d. To save time of receiving representative to listen again to customer concerns 12. A technique of exceeding consumer expectations and minimize complaints such as providing consumers with Frequently Asked Questions (FAQs) is _____. a. Educating customer b. Developing skills c. Putting policies in place d. Keeping quality consistent 13. It is a contact center representative’s skill where customers want you to understand their issue with the hope you will be able to assist them. a. Professionalism b. Communication c. Desire to solve problem d. Active listening 14. It requires you to have the fundamental sincerity to help others. This skill is known as _____. a. Professionalism b. Communication c. Desire to solve problem d. Active listening 15. This means you need to be a patient and calming influence when interacting with customers at all times. a. Professionalism b. Communication c. Desire to solve problem d. Active listening ICT – CONTACT CENTER SERVICES – Grade 10 272

16. Identify to which part of a log incident the next statement belongs. The customer is calling because he recently visited store branch 1 and claims that the representative at the cash register was rude and arrogant. a. b. c. d.

discussion issue remarks resolution

17. Identify to which part of a log incident the next statement belongs. Calling Store branch no. 1, will confirm employees for January 20, 2014 and register a formal complaint on behalf of the customer. a. b. c. d.


18. Identify to which part of a log incident the next statement belongs. The customer states that on January 8, 2014 he went to store branch 1 to purchase grocery items and when he went to pay, he encountered some issues with the PIN number for his debit card. The customer states that at this point the cashier became rude and made comments about the customer's PIN number. a. b. c. d.



19. Identify the skills demonstrated in the statement. “I understand that you are upset, and rightly so, that the gadget you bought is not working well.” a. b. c. d.

taking control of the situation handoff or referral procedure empathy and concern listening and taking notes

20. Identify the skills demonstrated in the statement. “Mr. San Juan regarding the complaint, may I let you speak with Ms. Jenny, she can best answer your concerns.” a. b. c. d.

taking control of the situation handoff or referral procedure empathy and concern listening and taking notes


GLOSSARY

Accounts receivable- Any amount owed to a business as the result of a purchase of goods or services from it on a credit basis. Although the firm making the sale receives no written promise of payment, it enters the amount due as a current asset in its books. Accounts receivable constitute a major portion of the assets of many companies, and they may even be sold or pledged as collateral to obtain loans ACD- Average Call Duration BPO - Business Process Outsourcing CRM- Customer Relationship Management IT- BPO- Information Technology Business Process Outsourcing ITES -- Information Technology-Enabled Services ACD - Automatic Call Distribution, is a tool commonly used in the telephony industry. ACD systems are commonly found in any office that handles a large volume of inbound calls. Baseline - information that is used as a starting point by which to compare other information Caseload- the number of cases handled (as by a court or clinic) usually in a particular period CSAT- Customer Service Satisfaction Score finances- money or other liquid resources of a government, business, group, or individual IVR- Interactive Voice Response KPO - Knowledge Process Outsourcing preceding - existing, coming, or occurring immediately before in time or place proximity- closeness mandatory- required by a law or rule ICT-CONTACT CENTER SERVICES- Grade 10 275

offshoot- a collateral or derived branch, descendant, or member SEC- Securities and Exchange Commission Simulation – models or real-world activities, designed to allow the user to experiment and explore environments that may be dangerous, inaccessible or unavailable sub-contract- to hire another person or company to do part of a job that you have been hired to do third party -- a person or entity other than the principals TTR- Time to Resolution US- United States


REFERENCES

Books and Modules 1. Berson, S. P. Call center incentive system and method. A-45 Naraina Phase I New Delhi. 2. Collis, J. (2008). When Your Customer Wins, You Can’t Lose. India: B. Jain Publishers Ltd. 3. Dawson, K. & Bodin, M. The Call Center Dictionary. CMP Media LLC, 600 Dawson St. San Francisco Cal. 4. De Guzman, I. & Suratos C. P. Technology and Livelihood Economics (2nd Year). 5. LaForge, B. B. Business in Action (2nd Edition). 6. Reynolds, P. (2012). Quality Improvement Initiative. Phoenix, AZ. 7. Sancianco, H. M. Creating Great Customer Service. Mandaluyong City: Anvil Publishing Inc.

Government Document 1. Entrepreneurship and Education in Schools ad Technical Vocational Training Institutions. Know About Business. 2. Project EASE Module 5. Effective and Affordable Secondary Education. 3. NAQC. (2010). Fundamentals of Call Center Staffing and Technologies. Phoenix, AZ. Websites 1. A day in the life: call center agent. Retrieved from http://www.youtube.com/watch?v=kudxLVJRmM0 Magellan Solutions 2. Acknowledge and then take action. Retrieved from http://www.phonepro.com/articles-more/acknowledge-action/ ICT-CONTACT CENTER SERVICES- Grade 10 277

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15. Business process outsourcing. Retrieved from http://www.google.com.ph/books?hl=tl&lr=&id=omN75LfgcQC&oi=fnd&pg=PR5&dq=business+process+outsourcing&ots=GH5nJ96 h2j&sig=Puyke1wL7JwKzxYn2eTUteRzvNk&redir_esc=y#v=onepage&q=busi ness%20process%20outsourcing&f=false reference google books 16. Call Center in Delhi. Retreived from http://www.youtube.com/watch?v=FqTF3BoVYis Tarun Rajpoot 17. Call center interaction dos and donts. Retrieved from http://searchcrm.techtarget.com/report/Call-center-interaction-dos-and-don-ts 18. Call Center Metrics: Fundamentals of Call Center Staffing and Technologies. Retrieved from http://capecommstudies.blogspot.com/2011/10/communication-process.html 19. Call centre. Retrieved from http://en.wikipedia.org/wiki/Call_centre 20. Carpenter, M., et.al. Principles of Management. (2014). Retrieved from http://catalog.flatworldknowledge.com/bookhub/5?e=carpenter-ch12_s03 21. Clear Speech. Retrieved from http://www.paulnoll.com/Books/Clear-Speech/ 22. Communication Barriers. Retrieved from http://findyourfeet.com/bushland/intranet/asm/comm_bar.htm 23. Communications introduction to public speaking elements of speech communication. Retrieved from https://www.boundless.com/communications/introduction-to-publicspeaking/elements-of-speech-communication/noise-and-interference/ 24. Conditional sentences grammar. Retrieved from http://www.slideshare.net/antaresian/conditional-sentences-grammar 25. Customer Satisfaction. Retrieved from http://customersatisfactionpro.com/acknowledgement-call-centerrepresentatives/ 26. Customer service telephone techniques. Retrieved from https://myragolden.wordpress.com/category/customer-service/telephonetechniques/ 27. Customer service telephone techniques. Retrieved from www.networkmarketing-mlm-success-system.com/how-to-paraphrase.html


28. Customer service. Retrieved from http://www.businessballs.com/customer_service.htm 29. Customer Support Philippines Sample Order Taking Magellan Solutions. Retrieved from http://www.youtube.com/watch?v=hpZFJctBUHQ Customer Support Philippines / Sample Order Taking -Magellan Solutions 30. Customer Support Philippines, Sample order taking skills demo. Retrieved from http://www.youtube.com/watch?v=EaPn_FcKSW0 Delonix Consulting 31. Deal With Customer Complaints. Retrieved from http://www.wikihow.com/Deal-With-Customer-Complaints 32. Delivering value through people, process and technology. Retrieved from http://www.mtp-usa.com/category-s/348.htm 33. Dictionary.com. Retrieved from http://dictionary.reference.com/browse/innovation 34. Diola, C. (2014). 'Accent' matters: Philippines acquiring 70% of India call centers. Retrieved from http://www.philstar.com/business/2014/04/07/1309878/accent-mattersphilippines-acquiring-70-india-call-centers 35. DTI. Philippines. Retrieved from http://dti.gov.ph/dti/index.php?p=478 36. Equal Opportunity Commission. Retrieved from http://www.eoc.sa.gov.au/ 37. Faizah, I. Proper Phone Etiquette in the Workplace. Retrieved from 38. Fifty questions develop business idea. http://www.entrepreneurshipinabox.com/679/50-questions-develop-businessidea/ 39. Four Ways to Show You Truly Care About Your Customers. Retrieved from http://www.imglv.com/blog/posts/Four%20Ways%20to%20Show%20You%20 Truly%20Care%20About%20Your%20Customers.php 40. Grammar. Retrieved from http://grammar.ccc.commnet.edu/grammar/modifiers.htm 41. Handling Telephone Complaint Calls with Poise. Retrieved from http://edis.ifas.ufl.edu/cd018 42. Hand-off customers with care and caring. Retrieved from http://rimtailing.blogspot.com/2011/08/hand-off-customers-with-care-andcaring.html ICT-CONTACT CENTER SERVICES- Grade 10 280

43. Happy customer. Retrieved from http://happycustomer.stellaservice.com/2012/10/01/study-shows-retailersstruggle-with-accurate-hold-time-estimates/ 44. Hare, D. (1991). Good Communication: How it can be achieved. Can Vet J. vol 32 p580. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1481072/pdf/canvetj000710005.pdf 45. How can a Philippine call center tell if customers are happy-or-not. Retrieved from http://www.openaccessbpo.com/did-you-know/how-can-a-philippine-callcenter-tell-if-customers-are-happy-or-not 46. How to be a Great Call Center Representative. Retrieved from http://www.flexstudy.com/catalog/schpdf.cfm?coursenum=96040 “ How to be a Great Call Center Representative 47. How to improve your call center customer. Retrieved from http://www.banktech.com/channels/how-to-improve-your-call-centercustomer/240162831 48. How to paraphrase. Retrieved from www.exforsys.com/careercenter/questioning-skills/how-to-paraphrase- questions.html http://everydaylife.globalpost.com/proper-phone-etiquette-workplace1129.html http://www.skillsyouneed.com/write/punctuation1.html 49. If clauses. http://www.englisch-hilfen.de/en/exercises/if_clauses/mix3.htm 50. Improve English Pronunciation. Retrieved from http://accentadventure.com/improve-english-pronunciation/ 51. Improve English pronunciation. Retrieved from http://accentadventure.com/improve-english-pronunciation/ 52. Improving your inflection on the phone. http://www.dummies.com/howto/content/improving-your-inflection-on-the-phone.html 53. Jargon and slang. Retrieved from http://writingcenter.ua.edu/wpcontent/uploads/2012/02/jargonandslang.pdf 54. KGB about us. Retrieved from http://kgb.com/about


55. Language awareness sensitivity. Retrieved from http://www.macmillandictionaries.com/MED-Magazine/March2003/05language-awareness-sensitivity-us.htm 56. Learn English in London. Retrieved from http://www.esl-lab.com 57. Lets Offshore the Lawyers. (September 17, 2006). Retrieved from http://www.businessweek.com/stories/2006-09-17/lets-offshore-the-lawyers 58. Linge, O. (2014). Two reasons why pronunciation matters more than you think. Retrieved from http://www.hackingchinese.com/two-reasons-whypronunciation-matters-more-than-you-think/ 59. Listening skills exercises. Retrieved from https://www.udemy.com/blog/listening-skills-exercises/ 60. Merriam Webster. Retrieved from http://www.merriamwebster.com/dictionary/baseline 61. Metrics. Retrieved from http://www.impactlearning.com/resources/metrics/ myragolden.wordpress.com/category/customer-service/telephonetechniques/ 62. On paragraphs. Retrieved from https://owl.english.purdue.edu/owl/resource/606/01/ 63. Paragraphs Connecting your ideas. Retrieved from http://www.une.edu.au/__data/assets/pdf_file/0003/11397/WE_Paragraphs_C onnecting-your-ideas.pdf 64. Paraphrasing Exercises. Retrieved from https://owl.english.purdue.edu/exercises/28/12/33/ 65. Philippine call centers. Retrieved from http://www.philippinecountry.com/philippine_call_centers/ 66. Philippines overtakes India as call center capital. Retrieved from http://www.youtube.com/watch?v=WJetISNZCW0 australianetworknews 67. Phonemes. Retrieved from http://eweb.furman.edu/~wrogers/phonemes/phono/phvowel.htm 68. Posey, C. (n.d.) Using the Correct Tone of Voice. Retrieved from http://www.womensally.com/articles/Tone-Voice


69. Practical Handbook BPO Training Manual 2008. Retrieved from http://www.scribd.com/doc/16554113/Practical-Handbook-BPO-TrainingManual-2008 70. Pre-Listening Exercises. Retrieved from http://www.esllab.com/market/marketrd1.htm 71. Probing Questions in Interviews. Retrieved from http://www.wit.edu/humanresources/manager-corner/toolkit/Probing-Questions-in-Interviews.pdf 72. Product Design and Development. Retrieved from http://www.rqriley.com/prodev.htm 73. Product Development 2. Retrieved from http://www.answers.com/topic/product-development-2 74. Product Development Strategy. Retrieved from http://www.scribd.com/doc/26155318/New-Product-Development-Strategy 75. Product development. Retrieved from http://www.businessdictionary.com/definition/product-development.html 76. Punctuation. Retrieved from 77. Putting customers on hold. Retrieved from http://www.welive2care.com/2009/06/30/call-center-101-putting-customerson-hold/ 78. Questions probing. Retrieved from http://www.lasw.org/questions_probing.html 79. Rising and falling intonation. Retrieved from http://quizlet.com/1069781/risingand-falling-intonation-flash-cards/ 80. Robertson, J. Two call centres. Retrieved from http://www.steptwo.com.au/papers/cmb_twocallcentres/index.html article written by James Robertson 81. Sales support job description. Retrieved from http://www.totaljobs.com/careers-advice/job-profile/admin-jobs/sales-supportjob-description 82. Sample Call Tech Support. Retrieved from https://www.youtube.com%2Fwatch%3Fv%3DyfiGSb1brS0&h=uAQFbRIqu


83. Selecting profitable business ideas. Retrieved from ttp://stevenschlagel.com/selecting-profitable-business-ideashtml/#.UxWpGeNdWc4 84. Selling client specific products via internet. Retrieved from http://www.sofon.com/en/blog/articles/detail/article/selling-client-specificproducts-via-internet-1-of-2-1.html 85. Seven-barriers-communication. Retrieved from http://opin.ca/article/sevenbarriers-communication 86. Start your business. Retrieved from http://www.start-yourbusiness.net/identify.html 87. Steps to effective listening. Retrieved from http://www.forbes.com/sites/womensmedia/2012/11/09/10-steps-to-effectivelistening/ 88. Sub verb. Retrieved from http://www.towson.edu/ows/sub-verb.htm 89. Teach Your Call Center to Handle Customer Complaints. Retrieved from http://www.unitiv.com/intelligent-help-desk-blog/bid/87130/Teach-Your-CallCenter-to-Handle-Customer-Complaints 90. Tech Drives Philippine Call Center Success. Retrieved from http://www.youtube.com/watch?v=bJvzJTjchNk Tech Drives Philippine Call Center success 91. The Advisory and Planning Council for Basic Research. Retrieved from www.nrcp.dost.gov.ph DR. Alvin Culaba.pdf 92. The Basics of Branding. Retrieved from http://www.entrepreneur.com/article/77408 93. The Call Center. Retrieved from http://cba.upd.edu.ph/docs/DP/0602_ALAVA.pdf 94. The History of BPO in the Philippines. Retrieved from http://www.bpoc.uk.com/research.html 95. The Modern Call Center. Retrieved from http://www.stern.nyu.edu/om/faculty/armony/research/Aksin.PDF 96. The secret of intonation. Retrieved from http://www.talktocanada.com/blog/the-secret-of-intonation-for-esl-learnerssay-what-you-mean-and-mean-what-you-say/ ICT-CONTACT CENTER SERVICES- Grade 10 284

97. The University of Alabama. (n.d.). Appropriate Language – Jargon, Pretentiousness, and Slang. Retrieved from http://writingcenter.ua.edu/wpcontent/uploads/2012/02/jargonandslang.pdf 98. Theory constraints on production. Retrieved from http://www.thetimes100.co.uk/theory/theory--constraints-on-production-303.php#ixzz1PVkyDy8k 99. Theory nature and role of marketing. Retrieved from http://www.thetimes100.co.uk/theory/theory--nature-and-role-of-marketing-245.php#ixzz1PVlc88gR 100. Theory opportunities constraints business environment. Retrieved from http://www.thetimes100.co.uk/theory/theory--opportunities-constraintsbusiness-environment--165.php#ixzz1PVjUuaWu 101. Theory production and resource requirements. Retrieved from http://www.thetimes100.co.uk/theory/theory--production-and-resourcerequirements--354.php#ixzz1PVlGG7zv 102. Thirteen-day call center training module. Retrieved from http://www.slideshare.net/jose_morillo2000/13-days-call-center-trainingmodule 103. Tone. Retrieved from http://www.britannica.com/EBchecked/topic/599104/tone 104. Top tips for dealing with customer complaints in call centres. Retrieved from http://www.callcentrehelper.com/top-tips-for-dealing-with-customercomplaints-in-call-centres-11826.htm to-the-philippines/ 105. Train your accent. Retrieved from http://www.trainyouraccent.com 106. Trainers tips active listening exercises. Retrieved from http://www.trainingzone.co.uk/topic/trainers-tips-active-listeningexercises/143120 107. Training Delivery Methods. Retrieved from http://www.referenceforbusiness.com/management/Tr-Z/Training-DeliveryMethods.html 108. Transcom AsiaPH Phoning from the Philippines. Retrieved from http://www.youtube.com/watch?v=9w1MJnz-vbg Transcom AsiaPH Phoning from the Philippines ICT-CONTACT CENTER SERVICES- Grade 10 285

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Acknowledgement This Learning Module on Contact Center Services was developed for the Information and Communication Technology Course in Technology and Livelihood Education, Grade 10 of the K to 12 Curriculum with the assistance of the following persons:

MODULE WRITERS

Dr. VIRGILIO O. GUEVARRA, Jr. Division Coordinator Dasmariñas, Cavite Region IV – A CALABARZON

DIANA MARIE B. DAGLI Head Teacher III Nagpayong High School Division of Pasig City NCR

MARIA ANGELICA G. MATES Teacher II Jose Abad Santos High School Division of Manila NCR

ROSE ANN M. SULLA Teacher I Parang High School Division of Marikina City NCR

REVIEWERS

DOCUMENTORS / SECRETARIAT


TLE-ICT-Contact Center Services Grade 10 LM

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