Migration Strategies for Contact Center Virtualization

Migration Strategies for Contact Center Virtualization

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Presenters

Deepak DuttaStrategic Business Director,

IP VirtualizationGenesys

Lizanne KaiserSr. Principal

Business ConsultantGenesys


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Overview – 3 Key Questions

1. What is Virtual Customer Service?

2. What are the migration strategies and best practices for moving to this type of solution?• Two Case Studies: Existing vs. New Genesys Customers

3. What sort of benefits can I expect from this solution?


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What is Virtual Customer Service?

• Improves customer experience across enterprise and media

• Transforms siloed resources into virtualized pool

• Migrates technology from legacy, proprietary telephony (TDM) to open-standards IP (SIP)

• Consolidates operations and lowers Total Cost of Ownership (TCO)

Silo Organization Virtual Organization


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Operation FlexibilityOperation Flexibility

Cost $avingsCost $avings

CompetitiveDifferentiation

CompetitiveDifferentiation

Virtual Customer Service

VIRTUALIZE OperationVIRTUALIZE Operation

• Multi-site, remote/home agent, cloud, outsourced• Multi-site, remote/home agent, cloud, outsourced

SIMPLIFY InfrastructureSIMPLIFY Infrastructure

• Software only ACD replacement, PBX-less CC• Software only ACD replacement, PBX-less CC

INNOVATE ServicesINNOVATE Services

• Skype SIP trunk to contact center• Quality Monitoring• Video contact center

• Skype SIP trunk to contact center• Quality Monitoring• Video contact center


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Virtualization: Business Benefits Realized

Multi Site - Leading Multimedia/Telecommunications Provider • Centralized platform with virtualized routing across 8 sites and over 2000

seats• Realize 10% cost saving with a single queue and routing• 30 sec reduction in average inbound call handling times

Branch Virtualization - Travel Agency in United Kingdom• Virtualized expert routing to 1,400 workers across 800 branch locations• 5% reduction in handle time, reduce misrouted calls – within contact center• Raised conversion rate on sales opportunities through use of branch workers

Outsourcer Virtualization – Premimum Pay TV provider• 100 million subscribers with €4.5B in turnover• 12 outsourced sites with over 2000 agents and 300 million calls per year• ROI <18 months, Time to Market in less than nine months


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Best Practices

Plans that Enhance Future Growth• Adopt Open Standards

• Operational flexibility – Multi Site, Multi Vendor and Multi Sourcing

• Integrate with Remote and Home Agents

• Ensure robust and reliable operation with 99.999%

Align with Business Objectives• Focus on TCO

• Customer Effort and Experience

• Business Continuity

• Applications that fits Business Stages – No Vendor Lock-in

Protect Your Investment• No Rip or Replace

• Invest in technology that is flexible and standards based

• Make Current Investment viable while adopting technology advances


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SIP Transformation Levels

VirtualizeWorkforce

Simplify &Standardize

Simplify & Centralize

Disparateplatforms &applications

InnovateExperience


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Step 1: Connecting PSTN to IP Backbone

PSTN IP Network

GVP

Customers

TDM TDM TDM

Legacy Agents Legacy AgentsLegacy Agents

PBX PBX PBX

POP POP POP

POP

Media Gateway


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Step 2: Open IP Supports Migration to Hybrid/Pure IP

PSTN IP Network

GVP

Customers

TDM Hybrid/Pure IP TDM

Legacy Agents Legacy Agents

PBX PBX PBX

IP Agents

POP POP

POP

Media Gateway


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Step 3: Open IP Enables Standards-Based SIP Remote Agents

PSTN IP Network

GVP

Customers

TDM Hybrid/Pure IP SIP

Legacy Agents Remote IP Agents

PBX PBX

IP Agents

SIP Server

POP

POP

Media Gateway


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Next Generation Contact Center at British Telecom

British Telecom• 1st UK Service Provider• Global offer, 21M subscribers• Multiple contact centers (intl) ~30K seats• Harrier project: 12,000 seats, 80 sites

Solution• Private cloud (WAN & data-center)• Multi-tenant• Disaster Recovery• Full SIP contact center & trunking• Softphone

Needs• Reduce maintenance costs

(253 legacy PBXs) though consolidation• Resources virtualization• Customer-centric services• Multimedia

Benefits• Customer satisfaction: first call

resolution• Increased internal productivity• TCO reduction > $200M• 5*9s reliability

The Genesys project saves BT $300 million over five years and allows BT to add new work areas to its contact centre architecture. SIP offers the flexibility for BT to sell managed services to enterprise and government customers, a business that adds significant revenue to BT’s bottom line.


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Genesys SIP Server History

Developed to meet the needs of entrprise customers and provide a path away from proprietary VoIP -- vendor independence without rip-and-replace

8+ years in the market

Supports the widest ineroperability with leading SBCs, Media Gateways, SIP endpoits/phones, and SIP Trunks in the industry.

Total Shipments300,000+

Total Customers500

SIPVoicemail

BusinessContinuity

99.999%Availability

ActiveRecording

SIPEcosystem

Smart Link


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Comprehensive Customer Service Strategy

•Turn the customer service operation into a competitive differentiator

•Create a new customer conversation across all channels and across the entire enterprise

•Adopt multiple customer interaction channels

•Leverage and increase collaboration among all resources across the enterprise

•Establish customer service from the cloud, including private cloud, hybrid cloud, and outsourcing


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Step 4: Complete Virtualization with SIP

PSTN IP Network

GVP

Customers

SIP SIP SIPLegacy Agents Remote IP AgentsIP Agents

SIP Server

POP

Media Gateway


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Central Site Remote Site

SCP

NGN

Data Center

The Conversation Challenge

IP

SIP SIPMGW SIP

SIPMGWSBC

Voice

email

web

SMS

IM

Video

Task

CON

VERS

ATIO

N

Server 1 Server 3Server 2

SCP

NGN

2/3G Internet

CONTEXT & PROCESSESBI Process CRM OSSBilling BSS


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VoIP

Server 1 Server 3Server 2Process 2 Process 3Process 1

Conversation layers

IP

SIP SIPMGW SIP

SIPMGWSBC

Voix

email

web

SMS

IM

vidéo

tache

CON

VERS

ATIO

N

Data Center

Server 1 Server 3Server 2

SIP non-real timeSIP

Session Layer

Mgt & SDK Mgt & SDKMgt & SDK UI 2 UI 3UI 1Service Layer

Business Process Layer

Framework & SOA Layer

SCP

NGN

2/3G Internet

User interface Layer

CONTEXT & PROCESSESBI Process CRM OSSBilling BSS


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Case Study 2: New Genesys Customers

Legacy State

• Poor customer service (CSAT, Effort, AWT, FCR, Transfers)

• EOL multi-vendor infrastructure• Site-based, proprietary ACD/PBXs• Non-Genesys queue routing• Disconnected conversations

(voice, email, chat, etc.)

• Siloed resources (contact center, branches)

• Localized operations, high TCO

Target State

• Improved customer service (CSAT, Effort, AWT, FCR, Transfers)

• Best-of-suite Genesys platform• Virtualized, open-standards SIP• Genesys skills-based routing• Multi-media interactions

(voice, email, chat, mobile, video, presence)

• Enterprise-wide resources (contact center, branch, back-office, home)

• Centralized ops, lower TCO


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How to Get There?4 Steps Toward Virtual Customer Service

Replace hardware-based ACD with SIP-based software solution

Transform to centralized architecture

Identify optimum skills-to-resource modelMigrate based on business requirements

Implement mission control team

Replace

Centralize

Migrate

Maintain


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Routing Migration Strategies for New Genesys Customers

Phased Approach• Phase 1: Replicate current queue routing using Genesys

(with additional features such as target expansion (site entire pool))• Phase 2: Evolve to more intelligent, skills-based routing over time

Direct Approach• Move directly to intelligent skills-based routing (phased per business unit)

Phased DirectFeatures/benefits ramp up over time All features/full benefits available right awayCapabilities phased in over time Business units phased in over timeEasier initial transition/change Higher initial learning curveIncreases time to fully implement Avoids throw-away re-workIf project stalls at end of Phase 1, may not realize full benefits of solution Higher degree of change acceptance initially

Migrate


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ANALYZE + DESIGN

Transformation Roadmap ExampleDirect Migration Phased Across Lines of Business

Year 1 Year 2 Year 3

Discovery

Design

Mon

itorin

g &

Cha

nge

Man

agem

ent

Preparation Early Migration Full Migration

Training(Genesys University)

LOB 2 Early-to-Full Migration

LOB 4Early-to-Full Migration

Environments Enterprise Build (Dev, QA, Prod)

LOB 1Early-to-Full Migration

LOB 5 Early-to-Full

Migration

Organizational Readiness & Related Initiatives (phased)(people, processes, staff training, etc.)

BUILD + TEST + DEPLOY

Build Test

Build Test

Build Test

Build Test

Build Test

LOB 3Early-to-Full

Migration

Configure, Test & Deploy for each LOB






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800#(s) per business function(s),

ideally those with fewer transfers

Profile of Early Migration Candidate

Customers

Branch

Phone

Email/Chat

Associates

New Business Processes

& Integration

Genesys

Workforce

Management

New Desktop

& Tools

Genesys Reporting

& Analytics

Training

Automated

Voice

BU Leader

Champion / Change Agent

Friendly, low-risk, representative

customer group(s)

Migration of relatively self-contained, low-risk groups by LOBs, business function(s)

and/or channel(s),not by switches

80% of desired end-state

functionality

Associate feedback on

new experience

Training on new skills/tools

Initial migration may be siloed channels, with blending later

Trial with select branches

Alignment with IVR strategy

Alignment with Desktop strategy

New customer experiences & capabilities

Migrated groups on new reporting & WFM

End-of-life infrastructure considerations

New agent-level skills/tiering

Customer feedback on new

experience

Non-migrated groups continue to have Current State with legacy tools/views. Transfers between legacy and migrated groups supported. Customers may experience different

capabilities (legacy vs. new) as they transition between LOBs/channels during mid-migration.


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Key Takeaways of Virtual Customer Service

Drive a better customer

experience

Connect conversations across media

and the enterprise

Utilize resources and expertise

more efficiently

Increase business control

and agility

Centralize infrastructure and operations

Reduce TCO

Migrate to IP at your own pace per business

requirements, rather than technology-driven rip-and-replace


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For more information, please visit

www.genesyslab.comEmail us:

[email protected]

QnA: Ask the Experts!

Deepak Dutta Lizanne Kaiser

http://www.genesyslab.com/

mailto:[email protected]



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Resources http://www.genesyslab.com/products/genesys-sip-software/resources.aspx

http://www.genesyslab.com/products/genesys-sip-software/resources.aspx

Thank You for participating!

For more information, please visitwww.genesyslab.com/products

Email us:

[email protected]

http://www.genesyslab.com/products


Date post:	19-May-2015
Category:	Technology
Upload:	genesys
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Migration Strategies for Contact Center Virtualization

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