SRC Provides Speech Recognition for Archers Direct
LONDON, ENGLAND - Archers Direct, an independent tour operator in the United Kingdom, is using a speech recognition service provided by SRC to handle the response to their 2004 DRTV campaigns.
SRC has been working with Archers Direct's outsourced response handling and fulfillment partner CPM UK Ltd to provide an integrated speech recognition and fulfillment solution so that most callers responding to DRTV advertisements receive their selected brochure within just two days of calling.
"Given the expense of television advertising, it is essential we are able to answer all calls made, regardless of the call volume," says Karen Rawlings, consumer marketing manager at Archers Direct. "By combining CPM UK's expertise in response handling and fulfillment with SRC's speech recognition service, we can cater for unpredictable call volumes. Better still, callers can verify their name and address has been recognised correctly and requests are ready to fulfill the moment the caller hangs up."
The SRC service can handle thousands of calls an hour and is hosted remotely on SRC's carrier-grade ISE (Intelligent Speech Environment). The service collects and verifies callers' name and address, telephone number and e-mail address and identifies the brochure requested. Additionally the service provides analysis of the media source of the enquiry.
"Like any call center that handles call peaks, staffing requirements are always a balancing act between customer service and call queuing times or lost calls," said Chris McKenzie, CPM client services manage. "By integrating SRC's speech recognition service with our fulfillment systems, CPM has been able to provide a fast and cost effective solution for Archers Direct, matching the right response method to this specific activity, to ensure Archers Direct customers receive the high standard of service they would expect from this leading direct-sell tour operator."