24
Oracle CRM Call Centre The BT Conferencing Way Andy Gray Sarawoot Lienpanich BT Conferencing GloriSys Limited
Oracle CRM Call CentreThe BT Conferencing Way
Andy Gray Sarawoot LienpanichBT Conferencing GloriSys Limited
Who and What Has Happened?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 620800 61 62 62www.conferencing.bt.comwww.conferencing.bt.com
Discussion TopicsDiscussion Topics
• Call Centre and Oracle
• Creating the Project Foundation
• The Infrastructure
• Prototype thru Go-Live
• Q&A
• 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
BT Conferencing PerspectivesBT Conferencing Perspectives
Sales and Marketing Call CentreSales 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
Before and AfterBefore 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
Before and AfterBefore and After
0
10
20
30
40
50
60
70
80
90
100
AgentPerformance
Average CampaignLength
Conversion Avg Cost perConversion
Oracle TeleSales With Advanced Outbound Full Telephony Integration
Why Oracle CRM Call Centre?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
The Bottom Line - The Call Centre The Bottom Line - The Call Centre TechnologiesTechnologies
• 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
The Bottom Line - The Call Centre The Bottom Line - The Call Centre TechnologiesTechnologies
• 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)
Starting Point - Setting The Mission & ScopeStarting 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.
Success MeasuresSuccess Measures
• How Do We Know If You’re 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
Performance & ResiliencePerformance & 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
Setting The Mission and ScopeSetting 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
Selecting Implementation OptionsSelecting 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
The System LandscapeThe System Landscape
Meridian 1ACDR24 with CCR
Live System
Devl/UAT System
MiddlewareServer
Dial Server (Outbound)
Call Centre Server (Inbound)
Oracle CRM - Devl/UAT11.5.6.18 (11i.7)
(IBM AIX)
Oracle CRM - Production11.5.6.18 (11i.7)
(IBM AIX)
MiddlewareServer
Dial Server (Outbound)
Call Centre Server (Inbound)
MeridianLink 5
Meridian 1ACDR24 with CCR
MeridianLink 5
Meridian 1ACDR24 with CCR
MeridianLink 5
Networked ACD
Server SizingServer Sizing
• All Java – no database, CPU/Network Intensive• Needs high-speed LAN to PBXs and Database
Server• 2 network cards per server
Server Hardware
CTI Middleware Server NT Server 1CPU 512MB 40GB DISK
Call Centre Server (Inbound) NT Server 1CPU 512MB 40GB DISK (current)NT Server 2CPU 2GB 40GB DISK (planned)
Dial Server (Outbound) NT Server 1CPU 512MB 40GB DISK
PrototypePrototype
• 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)
TestingTesting
• 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
Go LiveGo 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.
Lesson LearntLesson Learnt
• PBX Switch Preparations– Require 3rd party –> take time– Not always have DEVL or UAT -> run on live
switches– Some compatibility issue -> 80/20 rule
• Oracle– Apply patches to the right level -> ask support– Contingency -> shut Oracle Call Centre down
and be able to be back to pen & paper• Users
– New technologies shock the users -> stage-by-stage transformation
– Need strong support -> user champion
A RecommendationA 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.
Questions?Questions?
