Implementation of Revised Escalation Matrix of call Centres and not
Government of India
Ministry of Agriculture
Department of Agriculture & Cooperation
Krishi Bhavan New Delhi
Dated: October 31, 2014
All Agriculture Production Commissioner !Principal Secretaries/
Secretaries (Agriculture)! Agriculture Commissioner! Director
(Agriculture) of all States and UTs
Subject: Implementation of Revised Escalation Matrix of calls received t:l
Kisan Call Centres and not answered by Farm Tele Advisors
As per para (viii) to (x) of the letter No 23(20)/2004-KCC/ET dated April
07, 2011(copy available at
ww mkisan.gov.in the KCC s ction) regarding
restructuring and strengthening of KCCs, a Flow Chart for escalation of call
had been circulated.
Subsequently, structure of user Ids and passwords was
c mmunicated vide letter No. 23(20)/2004-KCC/ET dated June 20, 2013. Now,
a more lucid and succinct
scalation matrix in KCC has been developed and
the same is enclosed as Annexure-I to this letter. Earlier, standard formats of
user Ids and passwords had been created. Now, in view of the delay in creation
of user Ids and passwords in a d centralized manner, it has been decided to
g nerate the user Ids at the Slate/District level as per details giv n
The salient features of the new process are summarized as
A State Level Designated Officer (SLDO) will create Us r Ids for
various specializations/locations of the State/District level.
To start with, the State Nodal Offic r of the Ki an Call Centres
shall be the SLDO for Agriculture se tor at the State level. These
designated officers can login at URL www.d ckkm .gov.in
their e-mail ID sent to us.
Password corresponding to this e-mail
ID has been sent bye-mail. Password needs to b
hanged on the
Designated Officers (SLDOs) in other three sectors (horticulture,
animal husbandry and fishery). Thereafter the SLDOs will cr ate
District Level Designated Officers (DLDOs) in their respective
sectors. Besides this, SLDO will also create users at State level in
such a way that all specializations as listed in the software by way
of a multi check box are covered by a set of officers.
Since Level II of the escalation after Kisan Call Centre start at the
Block Level, it is necessary to create at least one user in every
Block for each Department. This task needs to be decentralized at
the District level by identifying one officer in each
ector at the
District level. Such Officers District Level Designated Officers
(DLDOs) in every district will need to be enabled by SLDOs as
described above u sing the appropriate check box.
The farmers can also visit Common Service Centre (CSC) to get the
answer to their queries. The CSCs may either answer the query by
accessing relevant websi1.es or escalate the same to higher levels as
in case of KCC. The CSCs can also upload photographs along with
description of the problem if the farmer comes with specimens of
affected crops. A login interface has already been provided under
the KCC Portal (wvl\v.dackkms.gov m). Queries registered at the
CSC will also go through the same escalation matrix.
The database of farmers' queries given at CSC will also b available
at KCC and vice versa. Thus, a KCC agent can convey solution to a
CSC query by making an outbound call to the farmer.
As already decided with CSC, SPV and also communicated vide
this office letter No.Z-11018/12/2013-IT dated February 19,2014,
the Village L vel Entrepreneur (VLE), a
may charge RS.3 for
recording of query, uploading of image of plant material (captured
ebcam) or its picture,
s alation of query without
answering and registration of farmers for SMS service and printing
of acknowledgement. However, in case the query is also answered
by the VLE, he may charge RS.5 instead of Rs.3.
In case of
escalated queries of the answer received from the expert is
su bsequently provided to the farmer by the VLE, he may charge a
s m of Rs. 2 from the farmer.
Apart from this, VLE may also
material/literature other than the acknowledgement.
(viii) There may be some Blocks where either IT infrastructure or
broadband connectivity may not be available, such Blocks need not
be assigned cod s as of now and queries in such cases will get
directly escalated to the District level.
MIS reports and query options have been provided for viewing the
status of escalated querie
at different levels and also answers
posted by concerned officers.
The high level officers may,
therefore, keep a track of answers given at lower level to get th
erroneous answers (if any) rectified or there may be suitably
It is requested that the revised escalation matrix may kindly be got
implemented at the earliest to provide reliable and accurate answers to the
farmers on the problems and queries raised by them.
Encl.: As Above
Joint Secretary (Extension)
Tel # 011-23382454
Revised call es alation Matrix of Kisan Call Centre
E isti cal~Esc I
If Qu not
o not rei ed to l-ll
If Query no
U, er manual for creation of user ID at tate/Di trict/Block L v I for
implementing revi cd KCC Call E 'calation Matro .
Step 1. Designating tate Nodal Officer KCC as State Level Designated Officer (SLDO)
Agriculture Sector for generating IDs for IDO in other sector (Horticulnlre,
Animal Hu bandry and Fisheries) and DLDOs in Agriculrure Sector
Step 2. Creation of other LDOs by IDO (Agriculrure)
I ir:-r Ir ,~in (u. in'T \ IJur
u~t:r-id ;lnJ J1a~"\\ (lrt!)
login, Click Oil" rate N ~w LT 'er" option and thcn aftcr select
L v I, ector and (:lick Add Ne' Hutton.
• Reset P.ssworo
D. Now Enter ser arne, 'elect Designation, Enter Mobile No, En er Email-ld Check
SLOO status in tl e check bo: and 'lick Save button.
In'l1I trucbJre Av lIibl
Chec It SLDO
ser IDs for State Level Officers by SLDOs in their respective
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Step 3. Creation of
11 ,I \ 1\
A. Mter log-in click on Create New l ser scl'ct Level and dick on Add New hutton.
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tep 4. Creation of User IDs for District Level Officers including the District Lev I
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Deputy OJ re tor
tep 5. Creation of User IDs for Block Level Officers by DLDO.
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Step 6. Creation of User ill for Krishi Vigyan Kendra (KVK) by Zonal Project Director
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