Presentation (c) 1993-2000 Georges-Pierre Reich, all rights reservedMaterial 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

22

Tutorial Contents

Call centre’s purposeCall centre componentsCall centre applicationsCall centre operationsCisco’s virtual contact centre directions

33

Why Call Centres ?

“

”

To provide an efficient, scalable and user friendly contact point between an Enterprise and its

Customers.

44

Call Centre Cost DriversCall Centre Cost Drivers

PeopleComputer Telephony Integration technology

(CTI)Network chargesFacilities

55

Call Centre Business DriversCall 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

66

Components Components

Intelligent switch (PBX/ACD switch)AgentsAgent stations Interactive Voice Response (IVR) unitComputer Telephony Integration (CTI) server and

applications

77

Traditional Call Centre Traditional Call Centre

Call Centre Server

ACD/PBX

PSTN

Customer

CTI Interface

LAN PBX Extensions

Agent StationsAgent StationsAgent StationsAgent Stations

ACD/PBXISDN Trunk

Efficient for large, centralised call centre sites Unable to provide cost-effective remote agent

connectivity Unable to provide integrated Internet/web calling

capability

88

PBX/ACDPBX/ACD

CTI Server &

Applications

CTI Server &

Applications

Agents

Customers

The Call Centre

Interactive Voice

Response Unit

Interactive Voice

Response Unit

VoiceVoice

99

The Intelligent Switch(PBX / ACD Switch)

Routes incoming calls to Interactive Voice Response (IVR) unit

Passes incoming call data to Application ServerQueues call until an Agent is freeAutomatically distributes calls between Agents.

1010

The Intelligent SwitchThe Intelligent Switch

Often called an Automatic Call Distribution (ACD) switchA 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

1111

The Interactive Voice Response (IVR) UnitThe 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 ServerGives “Holding “ message to caller

1212

The Computer Telephony Interface (CTI) Server

Contains:-A customer databaseApplication scriptsAgent profilesInterfaces to the IVR Unit and the Switch

Contains:-A customer databaseApplication scriptsAgent profilesInterfaces to the IVR Unit and the Switch

1313

The Agent StationThe Agent Station

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

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

1414

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) 1993-2000 Georges-Pierre Reich, all rights reservedMaterial 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. www.cisco.com

Call Centre Applications are Inbound or Outbound

1616

Typical Inbound ApplicationsTypical Inbound Applications

Reservation processingOrder takingProduct informationHelp desk

1717

Typical Outbound ApplicationsTypical Outbound Applications

SalesAccount receivablesCustomer careMarket research

Presentation (c) 1993-2000 Georges-Pierre Reich, all rights reservedMaterial 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. www.cisco.com

Call Centre OperationCall Centre Operation

How a call is progressedHow a call is progressed

1919

Call Centre Switch answersCustomer is asked a number of

questions by the Interactive VoiceResponse Unit in order to identify

product and problem type. Call is then put in appropriate queueWhen agent is available call

is placed to that station

If CLI is recognised the customer data is popped on agent’s screenDetails are added to database.

As transaction proceedscustomer may be transferred to another agent/operative

Typical Help Desk Call ProcessTypical Help Desk Call Process

Customer makes callPSTN/IN routes it to the appropriate destination

Presentation (c) 1993-2000 Georges-Pierre Reich, all rights reservedMaterial 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. www.cisco.com

2121

Traditional Enterprise NetworksTraditional Enterprise Networks

PSTNPSTNEnterpriseEnterprise

Voice NetworkVoice Network

InternetInternet

Enterprise Enterprise Data NetworkData Network

CallCallCentreCentre

PBXPBX

InternetInternetGatewayGateway

CustomersCustomers

WebWeb ServerServer

FaxFaxServerServer

EmailEmailServerServer

2222

New World Customer InteractionNew World Customer Interaction

PSTNPSTN

IntelligentIntelligentMultiserviceMultiservice

NetworkNetworkCustomersCustomers

InternetInternet

Virtual Virtual ContactContactCentreCentre

2323

Virtual Contact Centre BenefitsVirtual Contact Centre Benefits

Ready for multiple mediaAdds value to interactionsRecognises cross-selling opportunitiesPro-active and professional customer service and

managementExpands the number of channels to market

2424

Bringing Business BenefitsBringing Business Benefits

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

2525

Customer BenefitsCustomer Benefits

Contact anytime, anyplace, anywhere, any mediumCustomers can decide, with the agent’s help when

neededGuiding customers by use of incentives Choose the media type based on the transaction

2626

The Virtual Contact Centre Integrates :-The Virtual Contact Centre Integrates :-

• Voice platforms• Databases• Internet technology• Network• Servers• Hardware• Multiple vendors

2727

Virtual Contact Centres with Customer Interaction MiddlewareVirtual Contact Centres with Customer Interaction Middleware

Provides an integrated system for media driven events

Delivers intelligent interaction routing Interaction requirement defines the resource for

fulfillmentMixed interaction queuingOne reporting environment

2828

Virtual Contact Centres

IP VoiceIP Voice

EmailEmail

WebWeb

FaxFax

PBX/ACDPBX/ACD

VV

Web Web ServerServer

Fax Fax ServerServer

Email Email ServerServer

IP VoiceIP Voice

EmailEmail

WebWeb

FaxFax

Flexible customer access

Distributed agents, integrated queue,

lower costs

CTI CTI Server & Server & App’nsApp’ns

2929

Vertical Structure of the Virtual Contact CentreVertical Structure of the Virtual Contact Centre

Web ServerEmail Server Fax ServerVoIP GatewayPBX/ACD

Connection Association LayerConnection Association Layer

A P I Layer

Application Services LayerApplication Services LayerApplication Services LayerApplication Services Layer

3030

And It’s Future Proof !!And It’s Future Proof !!

Abstraction layer between now and the futureScaleable solutions from single site to core

network delivery of interactionsEnables a greater degree of self service

applicationsRemove the “first step” fear factor

Presentation (c) 1993-2000 Georges-Pierre Reich, all rights reservedMaterial 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. www.cisco.com

3232

Traditional Call Centre(reprise) Traditional Call Centre(reprise)

Call Centre Server

ACD/PBX

PSTN

Customer

CTI Interface

LAN PBX Extensions

Agent StationsAgent StationsAgent StationsAgent Stations

ACD/PBXISDN Trunk

Efficient for large, centralised call centre sites Unable to provide cost-effective remote agent

connectivity Unable to provide integrated Internet/web calling

capability

3333

Internet

Integrated Web Search and CallsIntegrated 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

3434

BenefitsBenefits

More Effective use of agentsCustomer feels “In control”Customer has a simpler interface with virtual contact

centre than is possible using an IVR interface

3535

Call Centre Call Process

Customer accesses Web pageEnters product and account detailsIdentifies problem typeIs taken through a step by step

problem determination guideClicks to call or click to call back for on

line assistance

Wed Enabled Help Desk Call Process

Customer makes callPSTN/IN routed it to the appropriate

destinationCall Centre Switch answersCustomer 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

SimplifiedCall

Process

3636

Call Centre with Remote AgentsCall Centre with Remote Agents

Call Centre Server

ACD/ PBX

Customers

CTI Interface

LAN

Agent Stations

VV

ISDN/Frame/ IP/ATMnetwork

VV

Remote Agent Stations

LAN

PSTN

3737

Benefits 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

3838

Migrate to New World SystemsMigrate to New World Systems

Old World Systems

Old World Systems

Mixed Old World/New World

Mixed Old World/New World

New World Systems

New World Systems