Call Tracker Application
Version 1.0 approved
National Institute Of Technology , Karnataka
Table of Contents
Table of Contents ... ii
Revision History ... ii
1. Introduction ...11.1 Purpose ... 1 1.2 Document Conventions ... 1
1.3 Intended Audience and Reading Suggestions ... 1
1.4 Product Scope ... 2
1.5 References ... Error! Bookmark not defined.
2. Overall Description ...2
2.1 Product Perspective ... 2
2.2 Product Functions ... 3
2.3 User Classes and Characteristics ... Error! Bookmark not defined. 2.4 Operating Environment ... 3
2.5 Design and Implementation Constraints ... 3
2.6 User Documentation ... 3
2.7 Assumptions and Dependencies ... 4
3. External Interface Requirements ...4
3.1 User Interfaces ... Error! Bookmark not defined. 3.2 Hardware Interfaces ... Error! Bookmark not defined. 3.3 Software Interfaces ... Error! Bookmark not defined. 3.4 Communications Interfaces ... Error! Bookmark not defined.
4. System Features ... Error! Bookmark not defined.4.1 System Feature 1 ... Error! Bookmark not defined. 4.2 System Feature 2 (and so on) ... Error! Bookmark not defined.
5. Other Nonfunctional Requirements ... Error! Bookmark not defined.5.1 Performance Requirements ... Error! Bookmark not defined. 5.2 Safety Requirements ... Error! Bookmark not defined. 5.3 Security Requirements ... Error! Bookmark not defined. 5.4 Software Quality Attributes ... Error! Bookmark not defined. 5.5 Business Rules ... Error! Bookmark not defined.
6. Other Requirements ... Error! Bookmark not defined.
Appendix A: Glossary...10
Appendix B: Analysis Models ...10
Appendix C: To Be Determined List ...10
Call tracking software records information about incoming telephone calls, but not the conversation. Call tracking is a technology which enables the pay per call business model, allowing the tracking of phone calls to be associated with performance based advertising, and supplying additional analytic information about the phone calls. Call tracking is a method of performance review for advertising. It is based on the technological possibility of measuring the behavior of callers and is thus the equivalent in telephony to the conversion tracking used on the internet. Via different channels, both procedures offer the opportunity of clearly assigning a customer response to a specific advertising medium. An application of call tracking is to monitor the effectiveness of advertising campaigns by comparing tracking reports before and after.
1.2 Document Conventions
The conventions involved in the document are:-
o What number has called.
o The geographical location of a caller, if available. o The time distribution of incoming calls.
o Recording of the phone call.
The number of calls received is one of the main factor as it helps the administrator to notice the calls attended by a particular agent or employee to see the progress .The number of calls received is also responsible for the strategical management of the future plans regarding the development of the software and the management of the employees.
The time distribution of incoming calls also reveals the sincerity of the employee and that can be very useful for the development of the project and the changes need to be made in the future. The recording of the phone call and the time of their problem being resolved is also a key concern and will play important role .
1.3 Intended Audience and Reading Suggestions
The information of the call tracked can be used to generate reports such as, amongst others:
Caller names and addresses (if a database relating numbers to names and addresses is available)
Postal code summary Missed calls
Call summaries (e.g., hourly, daily) Details of repeat and unique callers
Analysis of frequency of calls by city and area code, if available
The main scope of the project is to decide the healthy weather of the working committee without calling their customers based on their complaints.
The product can also be used by the administrator to check the development of the work in terms of efficiency. The administrator can also check the work done by each agent .
The agent or the employee intern can check the calls made by a particular customer and whether his case is resolved or not .
The Development of the project can be enhanced based on the needs of the agent and the effort being done to reduce the effort.
Furthermore, this tracking method resolves the problem of correct assignment of orders placed by telephone.
2. Overall Description
The tracker will be used by agents to log call drivers which will help the operations team
to provide more pertinent and effective coaching. The agent and the administrator both are benefited by this and hence the perspective of the product proves to be very effective .
With the help of telephone tracking, new insights into the performance of online marketing are opened up to marketing managers. Until now, telephone contact interrupted or ended the click chain so that essentially no correct cost-per-order could be calculated. This hurdle of media discontinuity has been overcome with telephone tracking. Furthermore, this tracking method resolves the problem of correct assignment of orders placed by telephone. Online traders benefit primarily from this new technology.
The call-back function is exclusively web-based. Here, the internet user provides a phone
number on the website of a company that is advertising at which he/she can be called back. As soon as the user confirms she wants to be contacted with a click of the mouse, the technology behind this automatically sets up a telephone conversation between the advertiser and the interested party.
At the same time, a cookie saves information on which online advertising medium led to the telephone call. As a web-based service, this procedure is limited to advertising measures on the internet.
2.3 Operating Environment
The operating environment is the place where only the agents and the administrators are allowed to access to a peculiar servers . The place in the server are reserved manually before the starting of the usage . When the usage by the employee or the agent and the administrator starts then the main usage is taken care by the using the password and the user name which will be common for all the users.
2.4 User Documentation
1. A Help section in the product(Shortcut F1)
o It contains a brief summary about the product, and the detailed steps regarding the usage of the product.
o It contains a detailed summary including installations and usage steps regarding the product.It also contains the required information about the manufacturer of the product.
2.5 Assumptions and Dependencies
The assumptions in this case are that there might be multiple administrators who can control the power given to the employee or the agent .The employee will have the notice of the number of calls made by a particular customer and also the problems resolved by these customers and then the main call reasons of these customers in the excel sheet . These sheets are not part of the application or the product.
The dependencies are partial as there might be more than one administrators and the agents can be manipulated by all these administrators .The dependencies are the customers are dependent on the agents . The agents take care of customers information and the call records are being managed .The administrators take care of changing the Call reasons and the call categories which intern effect the main call reasons . They can add , delete and edit the call reasons and the call categories they want .
3.1 Scope of the Project
The product needs a way to track call trends aside from Quick view, the system used
today. The Call Tracker (“tracker”) will better assist Operations in generating trend reports and coaching agents by culling out the precise reasons for customer calls.
The tracker will be used by agents to log call drivers which will help the operations team to provide more pertinent and effective coaching.
3.2 Applications Requirement
Call Tracker Layout Mockup Main Call
Reason: [Dropdown Menu]
(See Item A, below)
Reasons? [“Yes” or “No”]
(See Item B, below) Call Reason 2: Conditional—only appear based on response to “Multiple Reasons?”, above. Call Reason 3:
Call Reason 4: (See Item B,
Call Reason 5:
Resolved? [“Yes” or “No”] (See Item C,
Escalated? [“Yes” or “No”] (See Item D,
Transferred? [“Yes” or “No”] (See Item E,
Conferenced? [“Yes” or “No”] (See Item F,
Air? [“Yes” or “No”]
(See Item G, below)
Sale? [Tick Box & $ Amt.
(See Item H, below)
Credit? [Tick Box & $ Amt.
Field] (See Item I, below) Customer Satisfaction: [Tick Boxes 1 through 5] (See Item J, below) CRT Timer [Timer] (See Item K, below)
A. Main Call Reason: The main call reason section should have a three-tiered
dropdown menu (see attached Excel file for the complete list of menu selections).
1. The first tier of the menu should contain the “Call Category” (e.g., “Account Maintenance”,” Billing”, “Customer Service” or “Troubleshooting”); the user should hover over the call category to see the applicable secondary menu …
2. The second tier of the menu should allow the user to hover over a “Call Type” (e.g., “change rate plan/feature”); the user should hover over the call type to see the applicable tertiary menu …
3. The third tier of the menu should allow the user to click on the “Call Reason” (e.g., “add feature”)
If there are multiple reasons as of why the customer called, the operations team want the same levels above to appear in the call tracker.
B. Multiple Reasons?:User should tick a box for either “Yes” or “No”. If “Yes”, then four
more rows should appear underneath. These rows will be called “Call Reason 2”, “Call Reason 3”, “Call Reason 4” and “Call Reason 5”. These rows should work the same way that “Main Call Reason” works, as described in Item A, above.
C. Resolved?:User should tick a box for either “Yes” or “No”.
D. Escalated?: User should tick a box for either “Yes” or “No”.
E. Transferred?: User should tick a box for either “Yes” or “No”.
1. If “Yes” is selected, agent must indicate where the call was transferred to in a text box (can always be displayed).
F. Conferenced?: User should tick a box for either “Yes” or “No”.
G. No Caller/Dead Air?: User should tick a box for either “Yes” or “No”.
H. Sale?:If a call results in a sale, the user ticks box next to this line item; If the user
ticks the box, they must enter a dollar amount; amount field should require two decimal places.
I. Credit?:If a call results in a credit, the user ticks box next to this line item; If the user
ticks the box, they must enter a dollar amount; amount field should require two decimal places.
J. Customer Satisfaction: User ticks one of five boxes that appear in this row; Boxes
should be labelled one through five.
K. CRT Timer: Display timer that begins when call commences and stops when call
ends to track duration of various call types.
1.3 Reporting Requirements
Workforce management and supervisors need to pull tracker reports hourly and at the end of each day.
1.4 Look And Feel
A. The mockup below represents the design only. For the tracker’s required fields,
please see the “ Call Tracker Layout Mockup”, above.
APPLICATIONS AND BENEFITS
4.1 Application Area Of The Software
Particularly for high-priced, advising-intensive products such as cars or insurance, there are often queries via telephone. The calls happen relatively far along the click chain and, in some cases, they even speed up the purchasing process. Telephone tracking plays an important role in assigning these calls and the profit generated by them to an advertising channel. In addition, the significance of the call can be mapped in the purchasing chain and its position can be determined. If one takes conversion chains, to use an example, that contain a call, it becomes evident that usually this call occurs immediately preceding the profit. At the same time, it can be determined whether the shopping basket content tends to be greater when a customer has called in previously, or if the conversion chain is shorter in cases of caller participation, as the purchasing security of the customer is increased. These and other analyses are possible by means of telephone tracking and lead to a new assessment of the telephone as a channel and thus the marketing measures in this area.
In the area of Google AdWords’ search engine advertising, telephone tracking can
assign calls to the keyword level. This information can be used for campaign management by, for example, increasing the cost per click bid for keywords with a high request rate. A bid management system can carry out these tasks automatically and with high statistical precision and optimize them according to individual cost-per-caller goals. In order to optimize cost-per-caller or ROI goals, the incorporation of a bid management system is necessary.
With the help of telephone tracking, new insights into the performance of online marketing
are opened up to marketing managers. Until now, telephone contact interrupted or ended the click chain so that essentially no correct cost-per-order could be calculated. This hurdle of media discontinuity has been overcome with telephone tracking. Furthermore, this tracking method resolves the problem of correct assignment of orders placed by telephone. Online traders benefit primarily from this new technology. They obtain a precise insight into the interplay of online channels and the telephone. If these sales were not taken into account, the CPO would be significantly higher and the relevant keywords might be classified as unprofitable.
Furthermore, agencies can make use of telephone tracking to demonstrate the success of their marketing measures to their customers in telephony. To date, agencies were not able to present the fact that a buyer had called and purchased due to an advertising banner. the incoming call is assigned to the user and the advertising medium last clicked on by means of a server-to-server connection between the telephone tracking software and the telephone provider.
Despite many advantages, telephone tracking also has limitations. In order to assign
each caller to a keyword, a correspondingly high number of phone numbers is needed, for example. With approximately 3 million page impressions a month and a number block of 500 phone numbers, measurements to the keyword level can be taken for about 45 minutes. With a higher number of impressions, telephone tracking is still possible but it becomes less precise as phone numbers can then only be allocated to ad group or campaign level. With corresponding distribution of the numbers, however, it can still be analyzed which ad or campaign the user clicked on last.
A further disadvantage for many customers results from the lacking memorability of the call numbers displayed. Many regular customers remember the phone number of the provider. The automatically generated call numbers can discourage these users. The problem can be avoided by assigning individual numbers only to those customers who came to the site via Google AdWords ads, for example.
Another hurdle for the deployment of telephone tracking are cookies. When a user deletes or disables these, the tracking is no longer effective. The call can no longer be assigned.
The signatures of the people below indicate an understanding in the purpose and content of this document by those signing it. By signing this document you indicate that you approve of the proposed project outlined in this business case and that the next steps may be taken to create a formal project in accordance with the details outlined herein.
Approver Name Title Signature Date
Appendix A: Glossary
<Define all the terms necessary to properly interpret the SRS, including acronyms and abbreviations. You may wish to build a separate glossary that spans multiple projects or the entire organization, and just include terms specific to a single project in each SRS.>
Appendix B: Analysis Models
<Optionally, include any pertinent analysis models, such as data flow diagrams, class diagrams, state-transition diagrams, or entity-relationship diagrams.>
Appendix C: To Be Determined List
<Collect a numbered list of the TBD (to be determined) references that remain in the SRS so they can be tracked to closure.>