1. Ofcom Silent Calls Regulation NEW REGULATIONS CAN PUT YOUR CONTACT CENTRE OUT OF COMPLIANCE MAY 17, 2011

2. 2 Speakers Jim Casey Head of Contact Centre Practice Cirquent Ltd. t. +44 (0) 203 217 1360 e. jim.casey@cirquent.co.ukjim.casey@cirquent.co.uk Frederic Dickey Director of Product Management Sangoma Technologies t. +1 514 288 7111 x 233 e. fdickey@sangoma.comfdickey@sangoma.com

3. 3 Agenda Introduction Details about the new regulations The potential impact of these regulations on your operation and your business Design and process analysis issues that can affect your solution Details of a solution that meet the new requirements with minimal impact on your operation Closing Q&A

4. Ofcom Silent Calls Policy Jim Casey Contact Centre Line of Business Head Cirquent UK

5. 5 What Does This Mean to My Operation?

6. 6 Recent Trends in Outbound Calling Move to smaller campaign groups Higher use of ‘immediate call’ dialling  Call back from queue  Call back from web Companies instigating on the fly ‘Do Not Call’ Integrated Marketing approach Changes to the global telecoms infrastructure and the devices people are using

7. 7 Achieving OFCOM Policy Compliance The significant increase in penalties combined with a more stringent policing of UK outbound environments reflects Ofcom’s considerable concerns in this area. The enforcement action taken by Ofcom presents an immeasurable threat to outbound business operations and should therefore be taken very seriously. The long accepted phrase of ‘business as usual’ will no longer apply, there are no shortcuts or easy ways around this regulatory stance.

8. 8 Getting the Basics Right Supervisors need to be properly trained Agents need to understand the impact of bad behaviour Processes and procedures are in place for acting on customer feedback Staff and Training Senior executives need to understand cause and effect Supervisors and team leaders need to take an active role Workforce Management tools work in an outbound environment Blended environments need to be actively managed Management Everybody understands the KPIs They are measured and reported frequently KPIs become engrained in the company culture Infringements of the silent calls policy are reported and investigated Measurement Operational Improvements

9. 9 Human Intervention Plan to take longer to achieve the required results Minimise time that affects the dialler pacing accuracy When reporting on a campaign - also report on how the dialler pace was configured Actively slow down the pace Higher dependency on preview and auto-dial modes Choose a dynamics dialling mode based on list performance Choose a less productive dialler mode Dedicate teams as standby in case Blend Outbound calling with back office tasks Dedicated resources Human Intervention

10. 10 Technology Intervention Make sure your dialler technology is current, supported and patched Allow the (trained) supervisors access to parameters for optimisation Create custom tools that make supervisors’ jobs easier Active Configuration Management Choose dialler technology that is flexible in a blended environment Move to a faster switching medium Combine like campaigns and share an agent group Design latency out of the solution Choose a solution that enables missed calls to be handled professionally Invest in a Modern, Integrated Dialler Don’t rely on old technology for CPA (Call Progress Analysis) Make sure CPA is optimised for the modern communications protocols Investigate quickly why a call was misclassified Actively manage the answering machine process Call Progress Analysis

11. Leveraging Superior Call Progress Analysis Technology for Outbound Compliance Frederic Dickey Director Product Management fdickey@sangoma.com

12. 12 Dedicated Platform to Perform Call Progress Analysis (CPA) for Outbound Contact Centres  Classifies calls to maximize productivity  Reports pre-connect and post-connect (live answer, answering machine, busy, etc.) Implements Unique Patent Pending CPA Algorithms  Best Accuracy  Best Speed of Response Integrates directly with VoIP and SIP Contact Centres Interop with over 30 VoIP and SIP Endpoints (including Genesys SIP Server) Introduction to Sangoma NetBorder Call Analyzer (NCA)

13. 13 Sangoma NCA in the Call Centre VoIP Gateway Call Centre Suite Sangoma NCA SIP E1/T1 Dialling to PSTN

14. 14 Sangoma NCA in the Call Centre VoIP Gateway Call Centre Suite Sangoma NCA SIP E1/T1 Dialling to PSTN Dialling to SIP Trunks Call Centre Suite Sangoma NCA SIP SIP Trunk Session Border Controller

15. 15 Sangoma NCA in the Call Centre VoIP Gateway Call Centre Suite Sangoma NCA SIP E1/T1 Dialling to PSTN Dialling to SIP Trunks Call Centre Suite Sangoma NCA SIP SIP Trunk Session Border Controller NCA performs: Call Progress Analysis Reports Results to Dialler via SIP Interface NCA performs: Call Progress Analysis Reports Results to Dialler via SIP Interface

16. 16 We humans are very good at CPA, we know if a call is live, voice mail, busy, etc. We never really fail at this when we place a call To replicate this on a computer, you build Neural Networks based on Statistical Models  In other words, you design a specialized CPA machine  Create a model, send calls though it, check results, train, repeat NetBorder CPA Engine: Unique Approach

17. 17 We humans are very good at CPA, we know if a call is live, voice mail, busy, etc. We never really fail at this when we place a call To replicate this on a computer, you build Neural Networks based on Statistical Models  In other words, you design a specialized CPA machine  Create a model, send calls though it, check results, train, repeat NetBorder CPA Engine: Unique Approach PATENT PENDING

18. 18 NetBorder CPA Engine: Modeling Process Product Recording and CDRs Annotated Files Data Set Sangoma has a training dataset of 5000 live recordings to businesses, residences and mobile phones (including music ring back tones) Excellent overall out-of-the-box performance Does not require additional training or tuning, requires threshold and confidence measures parameter settings; Tm (AMD) and Th (Live) parameters

19. 19 Benchmarking NCA vs. Other Technologies Accuracy NCA Threshold Configuration Values Avg. Response Time (Seconds)  AMD Threshold  Live Threshold

20. 20 Sangoma NCA Threshold Settings and Confidence Measures (Illustrated)

21. 21 Accuracy data not inflated with easy to detect pre-connect conditions (such as busy) Benchmarking concentrates on Answered Calls NetBorder CPA is more accurate  Reduces Silent Calls (AMD False Positive) NetBorder CPA is faster  More time for call centre software to route to an agent  Customers less likely to hang up on you Works out-of-the-box — no tuning Threshold configurations provide flexibility in deployments Benchmarking Summary

22. 22 Sangoma NCA Thresholds and Ofcom: Maximize Live Answer Accuracy Accuracy NCA Threshold Configuration (Th / Tm) Avg. Response Time (Seconds)  AMD Threshold  Live Threshold

23. 23 Sangoma NCA Thresholds and Ofcom: Maximize Live Answer Accuracy Default UK Offcom  AMD Threshold  Live Threshold Accuracy NCA Threshold Configuration (Th / Tm) Avg. Response Time (Seconds)

24. 24 NetBorder Call Analyzer CPA model can be configured to favour certain results This is done via Threshold parameters settings  Th: influences live answer results  Tm: influences answering machine results The higher the values, the longer the model takes to reach a result (and make less errors) The lower the values, the more aggressive it is going to be (and make more errors) Find the right balance of accuracy vs. response time for your operating constraints Sangoma NCA Thresholds and Ofcom: Maximize Live Answer Accuracy

25. 25 Rolling Statistics (CPA-STATS.CSV file)  Time stamps, CPA results Built-in Trunk Side Call Recorder  Recorded on WAV files  Filenames follow Call-id in CPA-STATS  Turn on or off as required Combine both for periodical performance analysis Other Features: Built-in Management and Reporting

26. 26 Accuracy  Minimize AMD False Positives  Minimize Silent Calls Speed of Classification  Connect Agent within 2 seconds facilitated  Minimize Dropped Calls Threshold Settings  Optimize performance for Ofcom regulations  No need for costly tuning consultation engagements Statistical Data Reporting and Trunk Side Recording  Facilitates Periodical quality benchmarking Sangoma NCA and Ofcom Compliance

27. 27 For More Information Read the whitepaper here: http://www.sangoma.com/resources/whitepapers/cirquent.html http://www.sangoma.com/resources/whitepapers/cirquent.html

28. 28 Get in Touch! http://bettercrm.org/resources/collateral.shtml Twitter.com/Cirquent_cloud Ian.Taylor@Cirquent.co.uk Youtube.com/CirquentMarketing http://bettercrm.org http://cirquent.co.uk http://www.linkedin.com/company/cirquent-ntt-data-group

29. Q&A and Thank You Jim Casey – Cirquent Frederic Dickey – Sangoma Matthew Chapman - Ofcom