Abstract: This report involoves the use of technologies in an organization and how those

organizations can benefit from these technologies. For my report I have taken Ovex
Technologies sa an example which is a large BPO company operating in pakistan. The
company provided various services to its clients both in pakistan and outside pakistan. Ovex
Tech was facing problems in its various core operations such as routing calls for its inbound
services. I have recommended the use of certain technologies prevalent in other similar
organizations to improve their performance. Use of ACD ( automatic call distributon)
software, which is an intelligent software and routes calls on the basis of skills is
recommended to over come the inability to handle the incoming calls. For problems in their
outbound services I recommended the use of ACD with CMS software to aide the agents in
making calls. The organization was also having problems in communicating various
information to their employees and mid level managers. Intranet technology is recommended
to overcome the barriers for effective communication in the organization.
Introduction:
The rapid and growing needs of the present economy, requires the phenomena of innovation
and change to be a necessity. Organizations are constantly engaged in devising ways to gain a
competitive edge over their competitors. Be it an effective organizational structure or an
efficient operations system. Success of an organization depends upon the contribution various
factors make. In the present technological era, technology has enabled businesses and
organizations to take the level of competition onto another level, online banking, e retailing,
low cost customer service, mobile computing are some of the countless new services the
dynamic organizations of the present era are providing to their client and customer.
The proposed Organization Ive chosen for investigation is Ovex technologies. It is a BPO
(Business Process Outsourcing) organization operating from Pakistan with a clientele
consisting of numerous national and international corporations. The organization offers
various services ranging from customer service solutions to data storage solutions. Over the
past few years the company has transformed from an ordinary BPO to a leading BPO in
Pakistan. Due to the rapid growth of the company in a rather short span of time, there have
been some issues within the technological structure of the organization that are causing
hindrances in the smooth and efficient execution of operations and also presenting threats to
the further expansion of the organization. In my report I will define some of those problems
along with various solutions to those problems.
Call Center Services: The customer care services business provides significant contribution
to the revenue of the organization since its inception. This business is also considered as the
back bone of the organization. The Call Centers provided in Ovex Tech can be classified into
two categories: 1. Inbound and 2. Outbound. In Inbound Call Centers, customers contact the
Call Center asking for some kind of service, and wait until there is an free agent able to
provide the requested service. In Outbound Call Centers, on the other hand, the agents begin
the call, contacting the client offering some kind of service. This second type of Call Center is
easier to be managed, because the call origination process is much more under the managers
control.
Problem encountered by inbound services: Recently the company was awared a contract to
provide inbound custormer services to the clients of a major cell phone service provider in
US. The managment was ecstatic with the new contract as it would help the company to build
its reputation. The contract required a dedicated force of 300 agents working on the account.

The company began hiring and soon put together a team of 300 agents. But to its horror the
situation turned from bad to ugly when the call load was too much for the agents to handle.
There was a constant friction on the floor because of the inability of the agents to handle calls.
Customers were placed on hold for longer durations and were often dropped without being
addressed to. The client company was very unhappy with the quality of service being
provided to its customers and threatend to end their contract if the quality of service was not
improved.

Proposed Solution: The careful evaluation of the situation revealed that the technology
curently used in the organization for routing purposes is unable to handle such a heavy work
load as it is unable to route calls to agents which were either free or have less numbers of calls
in their queue. Further investigation into the matter revealed that the certain type of calls
require agents with certain type of skills, and instead of routing those calls to the properlly
skilled agents all the calls were distributed on the basis of which agent is free. This was one of
the biggest reason why ovex was unable to provide satisfactory service to its clients. The
investigation showed that the technology currently used in office for routing the calls was
SBR( static skilled based routing) it is a kind of routing technique which routes calls on the
basis of as the calls are recieved assinging them to the agent in queue. This type of
technology is good for call centers which are still in growing phase as they need to cut on cost
to run their operations. But for an organization like Ovex which is dealing with multinational
companies it requires to invest in systems which are more personalized and flexible in
providing various kinds of services. The proposed technology to counter this situation is more
personalised and advanced routing technology Dynamic Skill Based Routing. This consists of
identifying the different calls as they arrive, and assigning them to the agent with the most
appropriate set of skills chosen from a common pool of available agents this approach is much
more efficient (from a Call Center point of view) than the first one, because it combines the
quality of the service with the flexibility given by a single group of agents and by a
communication infrastructure. To put this technology in place some hardware and software
modifications are necessary. For instance introduction of the latest communication tools and
dedicated servers are necessary to run certain software applications necessary such Automatic
Call distribution (ACD) system and Interactive Voice Response(IVR) system which are
essential components in order to adopt a dynamic skill based approach to the problem.
Problem Encountered by Outbound Services. Providing outbound calling services is also a
major income stream for the organization. It offers Telemarketing or other various services to
its clients. The practice of outbound call center involves making calls to potential customers
and trying to generate sales. Normally agents are provided with a list of numbers and names,
and they have to call those people to either create product awarenes or to generate a sale. The
Outbound calling teams are more goal oriented with a certain target of sales to achieve on
weekly basis. Agents in Ovex were facing difficulties in making efficient sales, Many agents
complain that their automated dialler is slow and takes lots of time to make a call and is not
even efficient as it often repeats the numbers which have been dialled before often resulting in
embarrassment for agents, they also feel that they should be provided with other relevant

information such as the email address of the person dialling and possibly a set of rebuttals to
counter possible rejection by the potential customers.

Proposed solution: For outbound services the need for effective and efficient dialling
systems is a must. The quality of the calls made and the impact made on the potential
customer is very important to generate a successful sale. In the situation faced by Ovex
Technologies, a pool of various technologies is required to over come this problem. For
instance the Use of ACD(Automatic call distribution) software is necessary to efficiently
make and complete the call. The system not only automatically dials the next number in the
list. It even provides the agent with personalised web applications to provide relevant
information to the client regarding the service or product the agent is marketing or trying to
sell. CMS(Campaign management system) software provides the agent with the
information regarding the customer the agent is trying to call this software along with ACD
software lets the agent use various tools such as emails and interactive webchat to tackle all
the doubts the customer has regarding the service or product the agent is trying to sell.
Introducing this software in the organization will help Ovex Tech over come many problems
it is encountring in effectively executing its outbound services.

Problems in Communication with employees: Ovex Technologies when

started out had only 40 employees working for it. But in a very short span of
time the organization has grew into a big organization with a workforce
exceeding 4500 employees. Many managers and even subordinates often
complain that most of the times they are clueless about the changes take place in
policies by the top managment, job openings, or other relevant information
necessary for the employees in the office. This leads to employee distrust and
confusion which lowers their morale and they feel a little left out.
Proposed Solution: An effective intranet system can be introduced within the
organization to keep the employees within the organization informed about all
the latest news and happenins in with in the organization. The intranet system
will enable the flow of information more quickly than the traditional method of
informational flow. It also offers various other advantages such as, setting up of
a more personalized employee manager interaction by specifically defining the
role and responsibilites of the individual employees. It can also be used to
provide training to the employees.
Here is a small list of advantages Ovex can have by using the intranet service to
coordinate its employees.
a. Workforce productivity: Intranets can help users to locate and view
information faster and use applications relevant to their roles and
responsibilities. Organizations can actually control which information they
want the employees to view.
b. Time: With intranets, organizations can make more information available to
employees which is relevant for them.

c. Communication: Intranets can serve as powerful tools for communication

within an organization, vertically and horizontally. From a communications
standpoint, intranets are useful to communicate strategic initiatives that have
a global reach throughout the organization..
d. Cost-effective: Users can view information and data via web-browser rather
than maintaining physical document.
e. Enhance Collaboration: With information easily accessible by all authorised
users, teamwork is enabled.
Conclusion:
In this paper I have shown how various technologies can help Ovex
technologies achieve economies of scale. For instance the use of ACD
software can dramatically reduce the stress the agents are facing to handle
calls effectively. They can also increase their output by using software such
as CMS which can help the agents to tackle their potential customers by the
use of various web applications such as a browser(to look up the
information a customer need) email ( For contacting support if the agent
comes across an issue he is unable to resolve). Using Intranet will greatly
increase the employee morale by providing them an effective medium of
communication which can lead to higher employee commitment and also
enabling organization to eliminate the unnecessary heirarchy in the
organizational structure.

REFERENCES
Mr.Sufyan Saeed Khan, manager operations, Ovex Technologies, City Tower, 14 Jail
Road, Lahore Pakistan. Ph # 00923009456440
Cashman, S., 2002, Discovering Computers custom edition, International Thomson
Publishing, Cambridge, Massachusetts.
Stefano A, et al, 2003, Dynamic Skill Based Routing: A system Dynamics approach (online)
available from www.albany.edu/cpr/sds/conf2006/proceed/papers/ARMEN380.pdf

Fluss, D, 2008, Top 10 call center technologies (online) available from

searchcrm.techtarget.com/news/column/0,294698,sid11_gci1297530,00.html