Oracle CRM Call Centre The BT Conferencing Way Andy GraySarawoot Lienpanich BT Conferencing GloriSys Limited

Who and What Has Happened? Number 1 in conferencing –Audio –Video –Web Rapid growth –700 Employees –6 Locations –Revenue £100+ Business improvement program Upgrade and re-implementation –Sales Force Automation –Telesales and Telemarketing –Service –Multi-channel Interactions

Discussion Topics Call Centre and Oracle Creating the Project Foundation The Infrastructure Prototype thru Go-Live Q&A

Call Centres have been out there for a long time It is not a physical place but from the point of view of function A place to make customers happy, where the customers place an order, or to get help, or perhaps even complain 5 Call Centres in the UK –Sales and Marketing –Operation x 2 –Service –Invoice Resolution BT Conferencing Perspectives

Sales and Marketing Call Centre 25 agents –Desk-based sales representatives –Telemarketing representatives 2 ACD Queues, also networked from the other switches Went live with –TeleSales –Marketing Online –Sales Online –Interaction Centre Advanced Inbound Advanced Outbound Universal Work Queue

Before and After 2 networks –voice and data 2 separate systems –telephone –CRM Need to increase call centre productivities 2 networks –voice and data 1 integrated system –CRM Call centre productivities have increased –More revenue –More flexibility –Less costs

Before and After

Why Oracle CRM Call Centre? Oracle CRM Call Centre - Link 2 networks, 2 desktop tools together. Creating an integrated customer interaction environment. –More Revenue –More Flexibility –Higher Productivity –Less Cost –Better Reporting and KPI –Anticipate 6 Month ROI

The Bottom Line - The Call Centre Technologies Automatic Call Distributor (ACD) –core technology (and still widely-used) for call centres –take incoming calls and move them to the right places Predictive Dialling Systems –automates the entire out-dialling process –The calls will be routed to an agent when it detect human voice –less humanised and focused on mass consumer outbound calls

The Bottom Line - The Call Centre Technologies Computer-Telephony Integration (CTI) –the middleware –enables us to interface two main networks: voice and data, though open standard protocol –CISCO ICM and Intel/Dialogic CT Connect Properties of Calls –CLID and ANI (Caller ID) –DNIS (what number the customer is calling us) –IVR (data entry via telephone)

Starting Point - Setting The Mission & Scope The mission of this project is to provide Telephony capability to inbound telesales and outbound campaign team who are currently using Oracle CRM. The implementation of the functionality is relating to an implementation of Oracle CRM Interaction Centre and improving our telephone system infrastructure. The implementation in this phase will only implement formal Call Centre for TeleMarketing and TeleSales team. It is both Inbound and Outbound Call Centre with pre-defined, separate groups of inbound and outbound. As a result, the implementation is not a Blended Call Centre. The implementation of inbound is limited to telesales team only. Call transfer feature of Interaction Centre will be used where the telephone system infrastructures are permitted. Additional functionalities will be implemented in TeleSales, Marketing and CRM Foundation to employ telephony. In our scope, depending on current infrastructure, we may need to upgrade the PBX to control software to Release 25 and install additional hardware. This includes creating new a CTI infrastructure which require a network link between servers and PBX. It considered as a part of Infrastructure Scoping. The responsible team is CMC.

Success Measures How Do We Know If You’re Achieving Your Goals? Measures Of Success Should Be Measurable! –Percentage of calls answered (PCA) –“We expect to reduce our call handling time for call type X from 180 seconds to 175 seconds” –“Increase our list penetration from 4% to 20%” Based on What You Expect to Affect

Performance & Resilience Call Centres are Performance Critical –Telephone call is a real-time interaction –Consider UAT environment too! Call Centres Often Production Centres –Downtime is costly –Have a plan for technology failure Applications CTI Switch

Setting The Mission and Scope The business –Who really want them and what for? –What will the business getting out of this? –Budgets, team, and ownership The technology –Make two networks, two equipments “talk”! –What can my PBX switches do and what parts do I want them talk to Oracle CRM? –Oracle Interaction Centre Options –Stability and Performance -- PBXs will never go down

Selecting Implementation Options Passive or Active –How much do you want Oracle CRM to take control over your PBX? –Active – Oracle manages the queue; Passive – ACD manages the queue Single Site or Multi-Sites –Single or multiple sites, depending on complexity of your telephone infrastructure, i.e. location, vendors, etc. Outbound Dialling Methods –Manual, Preview, Progressive, and Predictive

The System Landscape

Server Sizing All Java – no database, CPU/Network Intensive Needs high-speed LAN to PBXs and Database Server 2 network cards per server ServerHardware CTI Middleware ServerNT Server 1CPU 512MB 40GB DISK Call Centre Server (Inbound)NT Server 1CPU 512MB 40GB DISK (current) NT Server 2CPU 2GB 40GB DISK (planned) Dial Server (Outbound)NT Server 1CPU 512MB 40GB DISK

Prototype Demonstrate to the business that it is the “reality” –Screen-Pop –Preview Dialling –Softphone Proof of concept system Make sure infrastructure is working (at least in the Prototype Environment)

Testing Functional Testing -- focus on how Oracle Interaction Centre interact with your PBX systems –UWQ correctly identify DNIS (the number that customer calls) and ANI (the number that customer makes a call from) –Call are picked up from ACD queues and UWQ correctly route the calls to right agents –Screen-pop is working ok – pop up right customers –Outbound agents are being fed with call records and Progressive/preview dialling call correct number –Call recycling works correctly Infrastructure Testing –Stress Tests (Stability and Performance) –Infrastructure migration rehearsal –Test all contingencies, i.e. entire Oracle gone down, CTI Server crashes, etc

Go Live Infrastructure is the key, again –Stability –Performance Go Live for both Inbound and Outbound at once Contingency –Must be able to shut CRM Call Centre down without any severe impact on day-to-day business operation –Having the PBX systems working, remember, is far more important than having Oracle CRM Call Centre.

Lesson Learnt PBX Switch Preparations –Require 3 rd party –> take time –Not always have DEVL or UAT -> run on live switches –Some compatibility issue -> 80/20 rule Oracle –Apply patches to the right level -> ask support –Contingency -> shut Oracle Call Centre down and be able to be back to pen & paper Users –New technologies shock the users -> stage-by- stage transformation –Need strong support -> user champion

A Recommendation The technology and the applications are ready. Implementing them is more challenging but easily achievable even though you do not have call centre background. Considerable care during the implementation will lead to a successful project.

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