Given the recent earthquake, tsunami, and nuclear plant disasters in Japan, organizations around the world are re-assessing their readiness for disasters. Disaster preparedness and recovery strategies are on the minds of many senior level executives and should be on the list for call center executives and managers as well. If you do not have a comprehensive, well-tested plan for your contact center in place, now’s the time to get started!
We find that most organizations have a carefully devised and tested plan to address the data processing and IT risks and recovery process. But less than half these same organizations have thought about the unique risks involved in the contact center – the front door to the company! We also find that many plans deal with only the recovery from a catastrophic disaster and do not address the greater likelihood of partial failures, or the prevention techniques that can prevent them.
This article addresses the steps of creating a comprehensive contingency and disaster recovery plan for the contact center with some examples of the types of issues to consider along the way.
Step 1: Assembling the Team
The team you’ll need to develop and implement a disaster recovery/contingency plan should include representatives from every major discipline in the business. Obvious members are IT, telecom and call center management. And don’t forget to reserve a seat in your meeting for the folks from marketing, purchasing, legal, human resources, and others who influence call volume or depend on the call center. I t probably makes sense to put at least one front-line agent on the team as well. And if you currently use an outsourcer, or plan to contract with one in the event of an emergency, make sure they are included in the planning for situations that will affect both of you.
As your specific plans develop, it will be crucial to bring in your call center technology vendors to help you understand the full capabilities and options of the equipment and systems in place. It’s important you fully understand how far the systems can be “stretched” in the event of a disaster, and what the costs would be to add backup or duplicate systems to keep you operating in the event of an outage.
Step 2: Identifying the Risks
A disaster plan needs to start with a focus on prevention. Every risk must be identified along with what steps would be necessary to avoid it from happening in the first place, since avoiding a problem is more than likely cheaper than fixing it after the fact.
Another set of steps must be in place to minimize the impact when prevention fails. The plan must define the precise steps to take to recover as quickly as possible. Various studies show that companies that experience a disaster have a high likelihood of going out of business if a major outage lasts longer than a few days. A Gartner Group study suggests 2 out of 5 companies that experience a disaster of that magnitude will be out of business in 5 years. A similar University of Minnesota study suggests only 6% of such companies would survive. These studies focused primarily on IT and data system problems. Far less research has been done on what the business impact would be if the contact center as the main customer access point were to experience a significant outage.
So what are the risks you face in the contact center? While terrorist attacks or earthquakes may be the events that come to mind first given recent news events, they’re actually not the most likely events you need to worry about in your planning effort. Studies by Contingency Planning Research suggest that power outages/surges and weather are far more likely to cause damage than man-made disasters or catastrophic natural disasters.
Identifying the potential risks involves taking a comprehensive inventory of all the components of your contact center. Then begin to “think negatively” about all the things that could fail and what the impact would be if they did.
Consider each of the following components and what could go wrong: your physical facility, data systems, call center systems and applications, communications networks, electrical service, customer access points, partners, procedures, and staff.
As an example, let’s take a look at just one risk in each of these areas:
Facility: It doesn’t take a major hurricane or tornado to cause a weather disaster. Several areas of the country experienced soaking rains recently and many businesses were affected. A simple heavy rain can cause flooding in a localized or widespread area. What can you do to prevent damage to your facility from a storm? Can you detect water seeping in the equipment rooms before it is a major factor? Do you have tarps readily available to cover equipment and flashlights to aid the process that must often take place in the dark? Is the main driving route to your center a flood plain area or an underpass where a street may be inaccessible?
Data Systems: September 11 wiped out major data centers and huge amounts of end-user equipment. Do you have a hot standby center with a current set of customer data? Can you shift your personnel to laptops or other systems, or do you have a large quantity replacement plan in place with your vendors? Writing down the detailed procedures for back up restoration is equally important since the back ups may have to be installed by someone unfamiliar with normal operations.
Call Center Systems and Applications: If your IVR goes down, could you provide a back up quickly or deal with the increased influx of calls to your call center staff? Or in the event of an ACD failure, how would calls be routed to the staff? Keep in mind that what you’ll be missing during the downtime is not just call routing (where a simple hunt distribution will work in the short term), but valuable management reports. In any disaster, you’ll want to get the ACD up and working as soon as possible. Often ACD reports serve as evidence that’s submitted for “loss of business” insurance.
Communications Networks: What if major storms leave your building unaffected, but take out local telephone lines? Or a cellular tower? Do you have an alternative service provider or a secondary cable route to back up your primary service? Some centers have chosen to have cable to a second local telephone central office(CO) in their city in case of cable cut or CO failure. In most cases, this backup is enough to ensure continued communications.
Note: Sometimes the backup plan needs a backup. In the September 11 catastrophe, Verizon lost five of its COs around the World Trade Center. And companies that chose to back up their wire-line service with cellular saw 14 cell sites vanish from the area. One company dependent upon web communications had 9 internet providers and lost 8 of them! A back-up that is in close proximity to your main service provider may experience down time too if the cause is weather or highly localized trauma.
Electrical: Lightning is one of the most serious threats to electrical equipment. But lightning can enter through a variety of pathways. Have you identified all the paths and put the necessary protection in place? We’ve seen thousands of dollars of damage to ACDs from an indirect hit, and a direct hit can destroy it or another call center system completely. Grounding of equipment is essential to its proper operation during normal periods, but may spell the difference between a failure and a crisis averted in another. Have a qualified electrician ensure that your systems are properly connected to the electrical feed and back up systems, and make sure the appropriate levels of lightning protection are in place and are grounded thoroughly. This is probably the lowest cost and most effective preventative measure you can take to guard your expensive equipment.
Customer Access Points: The percentage of customer interactions handled over the Internet is growing. If your web site is down, can you handle the calls that may come into your call center staff as an alternative? Any point where customers access your business is a potential risk and could “dump” increased workload on the other channels. But more importantly, can you effectively communicate with your customers who normally use the affected channel to offer them other ways to contact you rather than calling your competitor?
Partners: Do you have a contract with another party, either another call center in the area or an outsourcer, to take overflow calls? More and more call center executives are identifying other call centers in their area that could serve as a temporary “home” should their own facility or systems become unavailable. It’s critical to make sure your network provider has an updated call routing plan in place should this event occur, and that the agreements are updated regularly to reflect the growth in both your organizations. And if your partner center has a disaster of its own, what’s your backup option?
Procedures: Several recent disasters have forced call centers to do things “the old fashioned way” when their computer system was down for an extended period of time. Some were able to conduct business by manually taking orders and looking up information in paper-based documentation. Others simply couldn’t function without automated systems in place. Does your center have a procedure in place for carrying on business as usual if the computers are down? Does your staff know how to handle manual operations?
Staff: Have you considered what would happen to service if a large percentage of your staff suddenly became unavailable — something more serious than typical Monday morning absenteeism? What if a major flu epidemic hit the community that affected half your workforce or their families? How would you handle the calls?
The above list outlines just one risk in each of the categories. It’s critical that you and your team brainstorm all the negative possibilities in each of the areas, determine what can be done to prevent the bad events from occurring, and formulate a plan of recovery if the worst happens.
Step 3: Calculating the Costs
Calculating costs will be a big part of developing your plan. It’s important that you understand and can attribute a value to each contact so that you can calculate the cost of being out of operation. Even in those centers that do not generate revenue directly, it is important to agree on a value for each answered contact to serve as a base. Then you’ll want to calculate the cost of each measure of prevention to see if you can realistically afford each one. Sometimes the cost of prevention is much higher than what the cost of recovery or lost business would be. But more than likely, the cost of an ounce of prevention is less than the pound of cure you’ll pay for in the end.
Step 4: Selling and Writing the Plan
Once you’ve identified all risks and the costs of prevention and cures, it’s now time to present the plan to senior management for approval. Hopefully you’ve had representation from senior management on your planning team. Before you can begin to implement the plan and put in place the equipment, systems, and procedures, you’ll obviously need approval and budget dollars from the top to make it all happen.
In most cases, call center professionals find themselves with a limited budget and cannot implement everything in the plan at once. So be sure that you have ranked the risks, options, and preventive measures in their order of importance to carrying on effective operations.
Step 5: Testing the Plan
A plan that has not been tested is a paper tiger. You must regularly schedule a test and run through various elements of the plan to ensure that the plan is current, workable, and that the measures in it work. This is painful for the company and requires the backing of senior management, but without it, the planning effort is wasted. As time passes without any significant crisis, the commitment to the plan tends to waiver. Regular testing will help prevent this from happening and ensure ongoing buy-in with the process.
Unforeseen Opportunities
Finally, don’t forget to take a look at the bright side! Contingency plans aren’t just about planning for negative events. Any good plan will outline what to do and how to take maximum advantage when an unforeseen opportunity comes your way. What if your marketing department was unbelievably successful with a new ad campaign, or your competitor suffered a significant problem that gave you a short window to gather in their customers? Could you react in time with the right resources to make the most of it?
Setting Priorities
Keep in mind the most critical part of any disaster plan: take care of the people first. Your staff and customers are your most important assets – make sure they’re both well cared for regardless of the circumstance. Set up a communications plan and keep the information coming. Quite simply, put people first!
Need Assistance?
Our consultants at The Call Center School have helped organizations large and small think through the disaster prevention and recovery process. If you need help with your own contact center disaster plan, give us a call at 615-812-8400.
