Beginners Guide to Communications Management

Communications Management, which includes Call Reporting, is not a new concept, yet one that many people have never explored to its full potential. Today Communications Management can deliver significant business benefits, irrespective of business size or industry sector.

Historically, Communications Management has been used to just allocate call costs across departments, or as a means to verify a phone bill at the end of the month. Whilst these uses are undoubtedly valuable, there are many different ways that the software can benefit all business functions, automatically, and daily.

Communications Management should be a fundamental component to every organisation’s communication’s set-up, to ensure equipment and lines are being used effectively, costs minimised and usage optimised.

In fact, the ways in which it can be deployed through any organisation are unlimited. After all, the telephone, and now the Internet and email, are the most highly used business assets, from sales and support activities, through to chasing customers for payment. As a result, it makes sense that only by better understanding how these tools are being used, can all these activities can be measured and improved.
Remember, you can’t manage what you can’t measure!
Communications Management has evolved over the last 35 years or so from raw hardware-based telephone logging systems to today’s web-based software solutions that absorb all facets of communications to provide business managers with detailed information on fixed line, mobile, Internet and email analysis.

At the same time, more advanced applications readily integrate with other voice and data equipment, such as voice recording, unified communications and CTI applications, to provide greater management information and control, together with a single point of data entry and database synchronisation.

With the advent of IP Telephony systems, Call Management can now integrate directly with the switch over the LAN, which means it can easily be set up on any number of PC’s in a matter of minutes.

With the Internet, secure web-browser clients make it more widely available, 24/7, and globally. So users can literally check their communications system from home, or any other part of the world, and give specific access rights to remote workers.

Today, Communications Management has also transitioned from a back office application to everyone’s desktop. Instant Alarms and Messaging brings Communications Management to the front office, to alert people when certain event criteria is matched and give an instant view of communications usage and costs.

This automation is further supported by the ability for the Management reports to be auto-scheduled, run at predefined periods and emailed automatically to designated individuals, or groups.

The Future

The future of Communications Management lies in its ability, both through software development and services, to help users interpret the information it delivers and propose recommendations for change.

This will include trend analysis and business modelling, interactive reports (such as playing a call back through a voice recording by selecting a line item on a report), and even greater integration with other systems, to provide the central command centre for voice and data infrastructures.

Considering the concept has been here for over three decades, one thing remains certain in a world of changing technology and undelivered promises - Communications Management works and Call Reporting is a key element of its success!

Operational AreaBenefits of Call Reporting
Finance
  • It can identify trends in telephony costs by department
  • Costs associated with individual projects can be aggregated and allocated
  • It can identify who your best and worst customers are
  • It provides the measurement for your management
Sales & Marketing
  • You can set targets for time to answer calls and measure performance to identify weak areas of individuals
  • You can target teams or individuals for the number of sales calls they make and measure performance
  • It can identify how much time you are spending talking to your top customers (or wasting on non-buying calls!)
  • Identify missed calls, the time of day you are best/poor at call
    answering and allocate resources accordingly
  • You can identify missed or abandoned incoming sales calls and ring them back!
  • It provides the measurement for your management
Human Resources
  • It can tell you who is making excessive personal telephone calls
  • It provides the measurement for your management
Customer Service
  • It can identify busy periods where resources need re-allocation
  • It allows you to set targets for key performance indicators such as time to answer and length of call
  • Identify how many ‘out of hours’ call you receive for service – is
    there a new income stream there?
IT Department
  • It can identify training line and private wire trunk utilisation
  • It provides evidence for additional resources requests together with cost justifications
  • Integration with call recording and other applications provides a complete picture of communications interaction

For more information about our report Call Logging solution, check out the dedicated product page. If you'd like to talk to Oak about our communications management solutions, or any of our other products, please drop us a line on 0800 9889 625.