best practices and processes for customer centric operations

www.callcenter20.com

October 10-13, 2006• San Diego Convention Center, San Diego California

Best Practices and Processes for Customer Centric Operations

Off-shoring 200 CRM desktops

October 10-13, 2006• San Diego California

Profile

• Coastal Training Technologies– Producer of training material, including software,

for the Safety & Environmental, Human Resources, Health Care, and Skills industries

– Head quartered in Va Beach, VA– Offices in Brazil, Mexico, Holland, Philippines, and

India– High touch, long term relationship, direct sales

model


Business Need

• Increase sales staff and sales– Growing library of products– Not able to contact enough customers– E-commerce cannot fill the need by itself

• Reduce personnel cost– Sales– Tech Support– Marketing– Production


Solution – CRM

• Onyx used since 1999– CRM

• 1 million customer records, 5 million transactions • ALL customer interactions tracked• 200 sales and tech support users in Philippines

– Software Technical Support• 150 calls per week

– Marketing Campaign Management• 500,000 contacts per month (mail, fax, e-mail)

– Order fulfillment• 1,000 orders per day


Solution – CRM (con’t)

• Auto-Dial– Difficult to implement– Real-world benefit?

• Custom O/E to Onyx– Required web-service to implement remotely from

the database


CRM - Lessons learned

• Language / culture• Control• Training• Sales Process• Data Security• Troubleshooting problems


Telephony

• Upgraded existing switch to VOIP

• 200 users in Philippines office– 2 MB IPL 4 MB MPLS

• Quadrupled outbound calls– 3,500 / day 13,000 / day


Telephony - Lessons Learned

• It actually works – calls from Manila to the US and Europe

• Telephone protocols (SIP)• Necessity of packet shapers• Troubleshooting problems


Network

• 2 MB IPL (International Private Line)– Used for Voice and Data– 300 ms round trip latency– 50 concurrent calls with good quality– Packet shaper to manage quality and priority

• Voice / SQL Data / Internet

• Upgraded to 4 MB MPLS


Network – Lessons learned

• Circuit delivery • Network Interface• Off-hours support• “Last-mile” single point of failure• Troubleshooting problems


Failed attempt in Brazil

• 50 desktops calling South America and Europe

• $ 7,000 / mo. IPL to Va Beach for Voice and Data, justified by per minute savings

• Voice quality plagued implementation• Local per minute rates dropped to make IPL

too expensive.• CRM run through VPN over the internet


Customer Centric

• Sales from US, Philippines, and Brazil• Tech Support from US, Philippines and India • Marketing from US, Brazil and India• Single view of customer

best practices and processes for customer centric operations

Documents