Oracle CRM Call Centre The BT Conferencing Way Andy Gray

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Oracle CRM Call CentreThe BT Conferencing Way
Andy Gray Sarawoot Lienpanich BT
Conferencing GloriSys Limited
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Who and What Has Happened?

• Number 1 in conferencing
• Audio
• Video
• Web
• Rapid growth
• 700 Employees
• 6 Locations
• Revenue 100
• Business improvement program
• Upgrade and re-implementation
• Sales Force Automation
• Telesales and Telemarketing
• Service
• Multi-channel Interactions

0800 61 62 62 www.conferencing.bt.com
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Discussion Topics

• Call Centre and Oracle
• Creating the Project Foundation
• The Infrastructure
• Prototype thru Go-Live
• QA

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BT Conferencing Perspectives

• Call Centres have been out there for a long time
• It is not a physical place but from the point of
  view of function
• A place to make customers happy, where the
  customers place an order, or to get help, or
  perhaps even complain
• 5 Call Centres in the UK
• Sales and Marketing
• Operation x 2
• Service
• Invoice Resolution

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Sales and Marketing Call Centre

• 25 agents
• Desk-based sales representatives
• Telemarketing representatives
• 2 ACD Queues, also networked from the other
  switches
• Went live with
• TeleSales
• Marketing Online
• Sales Online
• Interaction Centre
• Advanced Inbound
• Advanced Outbound
• Universal Work Queue

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Before and After

• 2 networks
• voice and data
• 2 separate systems
• telephone
• CRM
• Need to increase call centre productivities

• 2 networks
• voice and data
• 1 integrated system
• CRM
• Call centre productivities have increased
• More revenue
• More flexibility
• Less costs

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Before and After
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Why Oracle CRM Call Centre?

• Oracle CRM Call Centre - Link 2 networks, 2
  desktop tools together. Creating an integrated
  customer interaction environment.

• More Revenue
• More Flexibility
• Higher Productivity
• Less Cost
• Better Reporting and KPI
• Anticipate 6 Month ROI

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The Bottom Line - The Call Centre Technologies

• Automatic Call Distributor (ACD)
• core technology (and still widely-used) for call
  centres
• take incoming calls and move them to the right
  places
• Predictive Dialling Systems
• automates the entire out-dialling process
• The calls will be routed to an agent when it
  detect human voice
• less humanised and focused on mass consumer
  outbound calls

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The Bottom Line - The Call Centre Technologies

• Computer-Telephony Integration (CTI)
• the middleware
• enables us to interface two main networks voice
  and data, though open standard protocol
• CISCO ICM and Intel/Dialogic CT Connect
• Properties of Calls
• CLID and ANI (Caller ID)
• DNIS (what number the customer is calling us)
• IVR (data entry via telephone)

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Starting Point - Setting The Mission Scope

• The mission of this project is to provide
  Telephony capability to inbound telesales and
  outbound campaign team who are currently using
  Oracle CRM. The implementation of the
  functionality is relating to an implementation of
  Oracle CRM Interaction Centre and improving our
  telephone system infrastructure.
• The implementation in this phase will only
  implement formal Call Centre for TeleMarketing
  and TeleSales team. It is both Inbound and
  Outbound Call Centre with pre-defined, separate
  groups of inbound and outbound. As a result, the
  implementation is not a Blended Call Centre.
• The implementation of inbound is limited to
  telesales team only. Call transfer feature of
  Interaction Centre will be used where the
  telephone system infrastructures are permitted.
  Additional functionalities will be implemented in
  TeleSales, Marketing and CRM Foundation to employ
  telephony.
• In our scope, depending on current
  infrastructure, we may need to upgrade the PBX to
  control software to Release 25 and install
  additional hardware. This includes creating new
  a CTI infrastructure which require a network link
  between servers and PBX. It considered as a
  part of Infrastructure Scoping. The responsible
  team is CMC.

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Success Measures

• How Do We Know If Youre Achieving Your Goals?
• Measures Of Success Should Be Measurable!
• Percentage of calls answered (PCA)
• We expect to reduce our call handling time for
  call type X from 180 seconds to 175 seconds
• Increase our list penetration from 4 to 20
• Based on What You Expect to Affect

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Performance Resilience

• Call Centres are Performance Critical
• Telephone call is a real-time interaction
• Consider UAT environment too!
• Call Centres Often Production Centres
• Downtime is costly
• Have a plan for technology failure
• Applications
• CTI
• Switch

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Setting The Mission and Scope

• The business
• Who really want them and what for?
• What will the business getting out of this?
• Budgets, team, and ownership
• The technology
• Make two networks, two equipments talk!
• What can my PBX switches do and what parts do I
  want them talk to Oracle CRM?
• Oracle Interaction Centre Options
• Stability and Performance -- PBXs will never go
  down

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Selecting Implementation Options

• Passive or Active
• How much do you want Oracle CRM to take control
  over your PBX?
• Active Oracle manages the queue Passive ACD
  manages the queue
• Single Site or Multi-Sites
• Single or multiple sites, depending on complexity
  of your telephone infrastructure, i.e. location,
  vendors, etc.
• Outbound Dialling Methods
• Manual, Preview, Progressive, and Predictive

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The System Landscape
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Server Sizing

• All Java no database, CPU/Network Intensive
• Needs high-speed LAN to PBXs and Database Server
• 2 network cards per server

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Prototype

• Demonstrate to the business that it is the
  reality
• Screen-Pop
• Preview Dialling
• Softphone
• Proof of concept system
• Make sure infrastructure is working (at least in
  the Prototype Environment)

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Testing

• Functional Testing -- focus on how Oracle
  Interaction Centre interact with your PBX systems
• UWQ correctly identify DNIS (the number that
  customer calls) and ANI (the number that customer
  makes a call from)
• Call are picked up from ACD queues and UWQ
  correctly route the calls to right agents
• Screen-pop is working ok pop up right customers
• Outbound agents are being fed with call records
  and Progressive/preview dialling call correct
  number
• Call recycling works correctly
• Infrastructure Testing
• Stress Tests (Stability and Performance)
• Infrastructure migration rehearsal
• Test all contingencies, i.e. entire Oracle gone
  down, CTI Server crashes, etc

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Go Live

• Infrastructure is the key, again
• Stability
• Performance
• Go Live for both Inbound and Outbound at once
• Contingency
• Must be able to shut CRM Call Centre down without
  any severe impact on day-to-day business
  operation
• Having the PBX systems working, remember, is far
  more important than having Oracle CRM Call
  Centre.

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Lesson Learnt

• PBX Switch Preparations
• Require 3rd party gt take time
• Not always have DEVL or UAT -gt run on live
  switches
• Some compatibility issue -gt 80/20 rule
• Oracle
• Apply patches to the right level -gt ask support
• Contingency -gt shut Oracle Call Centre down and
  be able to be back to pen paper
• Users
• New technologies shock the users -gt
  stage-by-stage transformation
• Need strong support -gt user champion

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A Recommendation

• The technology and the applications are ready.
  Implementing them is more challenging but easily
  achievable even though you do not have call
  centre background.
• Considerable care during the implementation will
  lead to a successful project.

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Questions?
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Contact Us

• andrew.gray_at_bt.com
• sarawoot_at_glorisys.com