In a move that reduces costs while increasing the frequency of contacts, Agilent Technologies Inc. is encouraging customers to browse with agents online.
Palo Alto, CA-based Agilent – an $8 billion manufacturer and distributor of electronic components and testing equipment for design engineers – was spun off from Hewlett-Packard in 1998. Since then, the company has been constantly upgrading its customer service center in Denver to keep up with new technologies.
These upgrades include “self-service” features on its Web site (www.agilent.com), which allow customers to ask questions and place orders online. Over half of the company’s customers take advantage of these features.
“Engineers are into problem-solving and often they’d rather go online to get information themselves because sometimes it takes a lot of time to explain a question by phone,” says Amir Aghdaei, an e-business manager with the company.
Empowering reps to co-browse online makes time spent on the phone more productive, as they can direct Web pages and product information to the customer’s screen while talking with them. Traditionally, some calls took up to an hour. Now the average call takes about 10 minutes to complete, with most staying under 30 minutes. For highly complex products customers can also schedule appointments for a visit by one of Agilent’s 400 field sales reps.
“With collaborative co-browsing we can control the information and send them diagrams or comparative information,” notes Aghdaei.
Soon, the company plans to begin distributing free product samples of technology over the Internet. It’s already testing online discussion groups where design engineers can communicate with peers.
Agents handle about 1,000 inbound contacts daily, besides making about 10 to 12 outbound calls each. Agilent typically waits for customers to initiate phone contact, but when customers grant prior permission, agents make some targeted outbound calls.
Database information is used to identify customers likely to be interested in a particular product or who previously contacted Agilent for information. Those customers are contacted by e-mail, direct mail and sometimes an agent makes an outbound call.
All inbound communications are routed through one of seven queues to a designated customer service agent, based on his or her particular product knowledge and sales skills. This includes online text-chats, e-mails, faxes and phone calls.
“We’re getting additional business and customer satisfaction by offering customers more options for contacting us,” says Aghdaei.
The company offers more than 10,000 products in seven broad categories corresponding to seven primary teleservices queues, each of which is subdivided into smaller queues. The database determines which available agent is best suited to respond a specific customer or inquiry. Agilent separates its agents in two tiers. About 40 have general product knowledge, while a second tier of 80 agents have more specialized technical expertise. Aghdaei says about 90% of phone inquiries or orders are completed with zero or one phone transfer to another agent for more detailed expertise, typically on product specifications.
Agents on the phone do more than process orders, acting often as consultants, offering advice on what equipment is most appropriate to use in different situations.
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