Collaborative Customer Relationship Management

(CCRM)

User Group

February 3rd

Agenda

• Introduction

• CTI Basics – definition, uses, architecture

• CTI Example: Implementing Avaya Interaction Center

• Closing – Future topics

Introductions

John Rief

Ambient Consulting

Mission Statement

“To share knowledge and discuss topics and techniques enabling us to meet customer and corporate objectives through the creation and use of contact center channel solutions”

CTI Basics: Defined

Computer Telephony IntegrationThe interaction between telephone and computer systems to enable

exchange of information

Call Control - The ability to observe (track call activity) and control telephone calls, switching features and status, ACD’s and ACD agents, and to use switching resources that include tone generators and detectors.

Telephone Control – The ability to observe (which buttons are pressed, what the display shows, whether the message indicator is flashing, etc.) and control (update the display, simulate the press of buttons, turn on lamps, etc.) physical telephone devices as computer peripherals.

Media Access - Involves binding telephone calls to other media services such as voice processing, fax processing, videoconferencing, and telecommunications.

CTI Basics: Infrastructure

CTI Server IVR

PBX

Fax

Voicemail Email

DialerChat

Web

CTI Basics: Features

• Screen Pop• IVR• Soft Phone• Predictive Dialing• Blended applications• Unified Messaging

• VoIP / IP Telephony• ANI/DNIS• Warm Transfer• Consolidated

Reporting• Pre/Post Call

Routing

CTI Example: 6th Sense

• 1999: Target’s First CTI use (Sixth Sense).• Tied to Credit applications. Shaved 5

seconds off every agent call.• Passed account number and host system

type (Collections, Authorizations, etc.).• IVR ASAI transfer to agent.

CTI Example: 6th Sense

• 6th Sense Architecture:

Private/PublicTelephone Network

PBX with ACDsoftware

(Xfer to

Agent)

CTI Enabled IVRs

A large percentage of calls will successfully complete in the IVR withoutneeding an agent. Those that require an agent, will use a screen pop.

(A) The voice call routes through the PBX software to be distributed to an agent.(B) The UUI information is passed through the PBX's ASAI gateway to the

telephony server to be matched with the voice call at the agent desktop.

ASAIGateway

(A)voice

(B) CTI TelephonyServer

(B)

VLAN connection

VLAN connection

(A)

DigitalPhone

CTI Connectivity Overview

AgentXP PC

The agent desktop must have Sixth Senseloaded and running to receive screen pops.The voice call will always be delivered tothe agent phone, regardless of what maybe going on on the LAN, i.e., congestion,hardware failure. When the data arrives

on the PC, the CTI script executes asdesigned, popping the appropriate real-

time screen.(B)

(B)

LAN connection

LAN connection

(Connected to3270 host)

Inbound Call

Agent's Desk

VLANSwitch

Building LanSwitch

CTI Example: AIC

• 2003 new applications to use CTI:– Marshall Field’s Electronic Store Directory– Siebel (Guest Connect)

• Base Requirements of new CTI solution:– Interface easily with current call routing

configuration– Work with existing Conversant v7 IVRs for GC– Provide timely screen pops– Flexible to future Contact Center requirements

• Avaya Interaction Center selected from Vendor RFP

CTI Example: AIC

• Marshall Field’s roll-out:– Consolidated 3 remote call centers into 1 for

efficiency savings.– To support plan needed a better way for

operators to lookup store extensions for shoppers checking on items at local store.

– New browser based electronic database developed.

– AIC 6.0.2 provides DNIS of where the caller dialed from so that Electronic Store Directory will pop up.

CTI Example: AIC• Call Flow Overview

Guest

(2) PBX700 on the Mall

Marshall Field's

(1)

(4) MCI T1(RLT)

OracleDatabase

ElectronicStore Directory

EDU dataDNIS

(7)(9)Rtn toStore

(9)to Dept

Operator

(9)

Shopper

Agent Login:A) After logging into the PC launches AIC (VTEL)/SDO application.B) Operator enters AIC login id, password, and phone extension.C) AIC system verifies input. If successful agent also logs operator onto phone.D) Operator can use softphone or hardphone to make themselves available.

Call Flow:1) Shopper calls local Marshall Field's store.2) Call answered by store's PBX then routes to the Auto Attendant. Menu options play on AA.3) Caller selects Option 0 for the operator .4) Call routes to 700 Mall using RLT trunk.5) Call is answered by 700 MAll PBX. Queues to CAS call center skill6) EDU is created in AIC to uniquely track the call.7) When call is sent to an operator all the incoming call information is sent to desktop.8) VTEL (part of SDO) grabs the including unique store DNIS. The DNIS is fed to the ElectronicStore Database via the Browser based application and all stored data for a given store ispopulated on the agent's desktop.9) The operator looks up the department the caller wants, clicks on the screen and the call is backout of the PBX back to the original store or possibly to another one.10) The SDO Browser screen auto-closes and the operator is ready for another call.

VoicemailAuto

Attendant

(3)Option 0

VTEL on PC. AIC login & phone extension

captured from VTEL.

(5) PBX

SQLData

Server

Server

AIC Servers(6)

AIC Dataserver

W2K Server

phone call(7)

(8)

Websphere

(8)

CTI Example: AIC

• Guest Connect roll-out:– First use of Siebel CRM software.– Looking for consistent screen experience

for agents. Also, ability to cross-sell eventually.

– With initial roll-outs all calls fronted by Credit IVRs.

– AIC provides account number + a few other field’s to the Siebel system.

– Updated hardware topology and AIC version upgraded to 6.1.2 last June.

CTI Example: AIC

• Architecture:

PBX

Visa IVRs

Prop IVRs

Incoming Calls

AIC Servers

MAPDs

AgentWorkstation

Telephone

1) All incoming calls to the contact centers hit the PBX first.2) AIC immediately begins to track the call. It assigns a unique EDU id number to it.3) The PBX routes the call to queue in the Credit IVRs depending on the incoming DNIS tied to the call.4) Once in the IVR a majority of callers disconnect after receiving their account information.5) For Guest Connect agent calls the IVR application runs a vox.newcall which initiates communication with the AIC Vox server.6) Using host information the IVR application creates a unique data string. It contains the Account Number, Prop or Visa letter,Region for Marshall Field's accounts, Yes/No to Credit employee, if they were verified, and where they leave the IVR.7) The call leaves the IVR back to the PBX/ACD on a VDN extension to identify where it should queue to.8) In PBX/ACD the VDN is sent to a Vector and queued to an agent skill.9) Once an agent is available the call is sent to the extension they logged into. At the same time AIC has been tracking the call andsends the AIC data string to Siebel which then sends it to the desktop tied to the extension and provides the screen pop.

SiebelServer Farm

CTI Example: AIC

• Some CTI Roll-out Considerations:– CTI software requirements matches

those your company supports.– Check if any 3rd party software bundled

with CTI software.– Consider also setting up Test AIC

environments.– Prepare for desktop middleware roll-out.

CTI Example: AIC

• Guest Connect-AIC future enhancements:– GC display where caller left the IVR and if

their account number was fully verified.– GC-AIC in Citrix for outsourcers.– Email queuing POC in progress.– Moving to Edify IVRs-Minor effect on AIC.– Possible upgrade to AIC 6.1.3

CTI Basics: Benefits

What does CTI mean to you? FeatureIt’s a technology strategy that enables you to more effectively and efficiently acquire and retain customers.

Unified Messaging

It can significantly decrease your call center costs by reducing the number of required agents through automation.

IVR

It can dramatically increase agent productivity by driving the call length down thus increasing the calls taken per agent.

Screen Pop, Warm Transfer

It can enable customers to help themselves, further reducing costs. IVR

It can empower agents with access to data and tools necessary to more effectively up-sell and cross-sell.

Screen Pop

It can help enhance the total customer experience thus reducing customer abandonment and attrition.

Screen Pop, Warm Transfer, Call Routing

It facilitates the optimization of your technology and human resources. IVR, Call Routing

It means a leveling of the competitive landscape and wider access to your market.

IVR

CTI Basics: Benefits

What does CTI mean to your customers? Feature

It means they will no longer have to repeat account information multiple times per contact.

Screen Pop, Warm Transfer

It means they won’t have to explain their contact history each time a new agent gets the call.

Screen Pop, Warm Transfer, Unified Messaging

It means that customers have more choices on how to do business with you.

IVR, Unified Messaging

It is a technology-based way to effectively empower the customer to have more control over the relationship, and this perception will lead to increased customer loyalty, repeat business, and incremental sales.

IVR, Unified Messaging

CTI Basics: Considerations

What experience do you want to provide to your customers?

What do customers expect of your company?

How does your contact center respond to customers?

Will CTI be implemented over multiple sites?

What CTI features are important to you and your customers?

What solutions are compatible with your current or envisioned PBX, IVR, and business applications?

CTI: Q&A

For more information see:Avaya CTI:

http://www.avaya.com/gcm/master-usa/en-us/products/offers/contactcenterexpress.htm

Cisco CTI: http://www.cisco.com/en/US/netsol/ns340/ns394/ns165/ns45/ns14/networking_solutions_sub_solution_home.html

Business.com Directory: http://www.business.com/directory/telecommunications/call_centers/computer_telephony_integration_cti/

Future Meetings

• Collaborative: other presenters• Topics

– Effective voice applications: designing dialogs, grammar tuning

– Usability testing– Security

• New Users