Presentation (c) Georges-Pierre Reich, all rights reserved Material from Cisco Systems, Amteva, GeoTel, Webline, Tibco, GemStone. Work Results from co-operation with IBM, France Telecom, Cisco Systems Call Centre Technology A Tutorial on Old World Call Centres and New World Virtual Contact Centres

2 Tutorial Contents Call centre’s purpose Call centre components Call centre applications Call centre operations Cisco’s virtual contact centre directions

3 Why Call Centres ? “ ” To provide an efficient, scalable and user friendly contact point between an Enterprise and its Customers.

4 Call Centre Cost Drivers People Computer Telephony Integration technology (CTI) Network charges Facilities

5 Call Centre Business Drivers Outsource “telephone and people intensive” business functions (e.g. help desk) Provide comprehensive call capture and call processing capability Cost efficient customer service

6 Components Intelligent switch (PBX/ACD switch) Agents Agent stations Interactive Voice Response (IVR) unit Computer Telephony Integration (CTI) server and applications

7 Traditional Call Centre Call Centre Server ACD/PBX PSTN Customer CTI Interface LAN PBX Extensions Agent Stations ACD/PBX ISDN Trunk Efficient for large, centralised call centre sites Unable to provide cost-effective remote agent connectivity Unable to provide integrated Internet/web calling capability

8 PBX/ACD CTI Server & Applications CTI Server & Applications Agents Customers The Call Centre Interactive Voice Response Unit Interactive Voice Response Unit Voice

9 The Intelligent Switch (PBX / ACD Switch) Routes incoming calls to Interactive Voice Response (IVR) unit Passes incoming call data to Application Server Queues call until an Agent is free Automatically distributes calls between Agents.

10 The Intelligent Switch Often called an Automatic Call Distribution (ACD) switch A similar function can be achieved with a standard PBX and a Computer Telephony Interface (CTI). In this case the queue and distribution are controlled by a Server

11 The Interactive Voice Response (IVR) Unit Incoming calls are routed to the IVR unit by the Switch Provides greeting message and guides caller through transaction selection Delivers selection information to Server Gives “Holding “ message to caller

12 The Computer Telephony Interface (CTI) Server Contains:- A customer database Application scripts Agent profiles Interfaces to the IVR Unit and the Switch Contains:- A customer database Application scripts Agent profiles Interfaces to the IVR Unit and the Switch

13 The Agent Station Can be:- A sophisticated digital handset A simple analogue handset and a PC as a workstation … or anything in between depending on vendor and applications Can be:- A sophisticated digital handset A simple analogue handset and a PC as a workstation … or anything in between depending on vendor and applications

14 The Agent Has calls delivered and is simultaneously presented with the transaction script based on the caller’s IVR Unit input Is measured and rewarded on volume of transactions / calls handled Is expected to keep up with the queue A call centre Agent is the modern equivalent to a Roman galley slave

Presentation (c) Georges-Pierre Reich, all rights reserved Material from Cisco Systems, Amteva, GeoTel, Webline, Tibco, GemStone. Work Results from co-operation with IBM, France Telecom, Cisco Systems 15Presentation_ID © 1999, Cisco Systems, Inc. Call Centre Applications are Inbound or Outbound

16 Typical Inbound Applications Reservation processing Order taking Product information Help desk

17 Typical Outbound Applications Sales Account receivables Customer care Market research

Presentation (c) Georges-Pierre Reich, all rights reserved Material from Cisco Systems, Amteva, GeoTel, Webline, Tibco, GemStone. Work Results from co-operation with IBM, France Telecom, Cisco Systems 18Presentation_ID © 1999, Cisco Systems, Inc. Call Centre Operation How a call is progressed

19 Call Centre Switch answers Customer is asked a number of questions by the Interactive Voice Response Unit in order to identify product and problem type. Call is then put in appropriate queue When agent is available call is placed to that station If CLI is recognised the customer data is popped on agent’s screen Details are added to database. As transaction proceeds customer may be transferred to another agent/operative Typical Help Desk Call Process Customer makes call PSTN/IN routes it to the appropriate destination

Presentation (c) Georges-Pierre Reich, all rights reserved Material from Cisco Systems, Amteva, GeoTel, Webline, Tibco, GemStone. Work Results from co-operation with IBM, France Telecom, Cisco Systems Beyond the Call Centre Distributed, Virtual Contact Centres for the New World 20Presentation_ID © 1999, Cisco Systems, Inc.

21 Traditional Enterprise Networks PSTN Enterprise Voice Network Internet Enterprise Data Network CallCentre PBX InternetGateway Customers Web Server Server FaxServer Server

22 New World Customer Interaction PSTN IntelligentMultiserviceNetwork Customers Internet Virtual Contact Centre

23 Virtual Contact Centre Benefits Ready for multiple media Adds value to interactions Recognises cross-selling opportunities Pro-active and professional customer service and management Expands the number of channels to market

24 Bringing Business Benefits Low cost channels Low maintenance Rapid product development Rapid deployment of new products Innovative customer service programs Customer segmentation and retention

25 Customer Benefits Contact anytime, anyplace, anywhere, any medium Customers can decide, with the agent’s help when needed Guiding customers by use of incentives Choose the media type based on the transaction

26 The Virtual Contact Centre Integrates :- Voice platforms Databases Internet technology Network Servers Hardware Multiple vendors

27 Virtual Contact Centres with Customer Interaction Middleware Provides an integrated system for media driven events Delivers intelligent interaction routing Interaction requirement defines the resource for fulfillment Mixed interaction queuing One reporting environment

28 Virtual Contact Centres IP Voice Web Fax PBX/ACD V V Web Server Fax Server Server IP Voice Web Fax Flexible customer access Distributed agents, integrated queue, lower costs CTI Server & App’ns

29 Vertical Structure of the Virtual Contact Centre Web Server ServerFax ServerVoIP Gateway PBX/ACD Connection Association Layer A P I Layer Application Services Layer

30 And It’s Future Proof !! Abstraction layer between now and the future Scaleable solutions from single site to core network delivery of interactions Enables a greater degree of self service applications Remove the “first step” fear factor

Presentation (c) Georges-Pierre Reich, all rights reserved Material from Cisco Systems, Amteva, GeoTel, Webline, Tibco, GemStone. Work Results from co-operation with IBM, France Telecom, Cisco Systems Adding Web Capability to a Contact Centre 31Presentation_ID © 1999, Cisco Systems, Inc.

32 Traditional Call Centre (reprise) Call Centre Server ACD/PBX PSTN Customer CTI Interface LAN PBX Extensions Agent Stations ACD/PBX ISDN Trunk Efficient for large, centralised call centre sites Unable to provide cost-effective remote agent connectivity Unable to provide integrated Internet/web calling capability

33 Internet Integrated Web Search and Calls V Business V PSTN Intranet “Click to Call” establishes a voice call over Intranet/Internet “Click to Call Back” establishes a voice call over PSTN E-Phone

34 Benefits More Effective use of agents Customer feels “In control” Customer has a simpler interface with virtual contact centre than is possible using an IVR interface

35 Call Centre Call Process Customer accesses Web page Enters product and account details Identifies problem type Is taken through a step by step problem determination guide Clicks to call or click to call back for on line assistance Wed Enabled Help Desk Call Process Customer makes call PSTN/IN routed it to the appropriate destination Call Centre Switch answers Customer is asked a number of questions by Intelligent Voice Response System (IVR) in order to identify product and problem type. Call is then put in appropriate queue When agent is available call is placed to that station If CLI is recognised the customer data is popped on agent’s screen Details are added to database as transaction proceeds. Customer may be transferred to another operative Traditional Help Desk Call Process Simplified Call Process

36 Call Centre with Remote Agents Call Centre Server ACD/ PBX Customers CTI Interface LAN Agent Stations V V ISDN/Frame/ IP/ATM network V V Remote Agent Stations LAN PSTN

37 Benefits Avoids costly upgrades to call centre switch Extends call processing and call routing capability to remote branch office or SOHO Utilises existing WAN infrastructure giving more efficient use of bandwidth Calls to remote agents can be toll free Allows call centre operator to expand capacity rapidly and cost efficiently

38 Migrate to New World Systems Old World Systems Mixed Old World/ New World Mixed Old World/ New World New World Systems