presentation (c) 1993-2000 georges-pierre reich, all rights reserved material from cisco systems,...
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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
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Tutorial Contents
Call centre’s purposeCall centre componentsCall centre applicationsCall centre operationsCisco’s virtual contact centre directions
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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
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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
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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.
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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
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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
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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
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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
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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
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Typical Inbound ApplicationsTypical Inbound Applications
Reservation processingOrder takingProduct informationHelp desk
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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
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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
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New World Customer InteractionNew World Customer Interaction
PSTNPSTN
IntelligentIntelligentMultiserviceMultiservice
NetworkNetworkCustomersCustomers
InternetInternet
Virtual Virtual ContactContactCentreCentre
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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
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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
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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
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The Virtual Contact Centre Integrates :-The Virtual Contact Centre Integrates :-
• Voice platforms• Databases• Internet technology• Network• Servers• Hardware• Multiple vendors
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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
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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
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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
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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
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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
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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
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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
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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
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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