of the entire customer engagement process to better understand
its customers. The process adopted by 24/7 Customer is visible
with performance metrics such as customer satisfaction and time
to resolve the problem. Outcome measures such as cross-sale and
transaction completion are tracked in real time for each call. In or-
der to accomplish this dynamic routing, Aviva must have visibility
to the type of customer, loads, and the quality of agents and their
skills in various locations. In an article published in the Economic
Times in India in 2006, Richard Harvey, Aviva Group CEO, says,
“Because we take a lot of care to measure customer satisfaction on ...