Milacron serves machine tool customers with PC-based ACD

Communications News, Dec, 1991

Software has always provided the "productivity bridge" between users and their hardware. Now it is applied to ACDs (automatic call distributors).

ACD systems are used for incoming call centers which receive a greater volume of calls than they have agents to answer them.

"When a customer is calling us, it's usually because their machine is down--they need a new part to get it up and running again. Every minute they're down costs them money," says Jim Bruffey, manager of corporate telecomm at Cincinnati Milacron.

"A successful call to our service parts operation is answered by a person who can enter an order. We have to be attentive to that because they'll go elsewhere to get that part," Bruffey says.

Cinphony, developed by third-party developer Cintech of Cincinnati, Ohio, with the Norstar Access Toolkit, let Milacron get a handle on its problem.

The Service Parts Division receives phone orders for Milacron equipment parts dating back to 1884. Service parts specialists handle about 400 calls per day.

Prior to Cinphony, a voice mail system was used to handle the overflow of incoming customer calls to the busy staff. About 150 calls were handled through voice mail each day.

Customers called all over the company, and as they tried to reach a "live" person, some went to the president.

"Many of our present customers continue to purchase new products because of our ability to quickly process service parts offers. Most of these orders are placed over the telephone," Bruffey says.

ACD technology was the answer to Cincinnati Milacron's situation.

In contrast to other small call center ACDs which tend to be downsized versions of large call center models, Cinphony ACD was specifically designed for the unique requirements of small call centers with two to 30 agents simultaneously logged in.

"We have been particularly impressed with the ease with which our agents have been able to learn the system," says Gary Finney, manager of the Service Parts Division.

"In our busy environment, we do not have the luxury of extensive training programs. The Norstar's LCD window displays messages and system information.

"It's a great help to our agents to have this support when interacting with the system. And our professionalism is enhanced by being able to read from the LCD which group the call is for and how long it has been waiting," Finney adds.

Today, 94% of all customers talk with a live person, in contrast to 55% under the former method.

In addition to servicing calls better, statistics from the system allow management to monitor the quickly changing telephone load and react fast, enhancing their ability to strengthen customer relations.