Solving Biz Problems with SugarExchange

Valtim Marketing Case Study – Optimizing The Multi-Program/BPO Call

Center With SugarCRM

Geoff Mobisson

CEO, Levementum

04/08/2023 ©2012 SugarCRM Inc. All rights reserved. 2

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Agenda

The Resonant Questions….what are we talking about here? Who is Valtim? What was our mission? What were we afraid of? How did technology play a role in execution of our mission? What worked and what didn’t…

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The Resonant Questions…

How do you use technology to scale a multi-program Call Center environment

Should we do it in house, and how does SAAS play? How do you tackle the variability that multi-program

environments haveIntegrationProcessVariations in workforce sizeKPIs

How ambitious can you be from a technology perspective?

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Who is Valtim

Valtim Marketing Started in 1986 as a Marketing and Data Services firm Morphed into a Call Center in the 90s and Evolved into a

Business Process Outsourcer in the 2000s Valtim is a full-service BPO

marketing services firmcall centerdigital printing facilityfulfillment center.

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Some of our customers…who might be familiar to you!

Every walk of life and business…

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What was our mission

The Multi Program Call Center (BPO) challengeHow do we have an integrated operational view and model of completely (and necessarily) diverse business processes.

The Multi-Channel challengeDramatic shifts in channel diversity (phone, email, sms, social, chat, web)Customers DEMAND that all of them operate in an integrated fashion - “if I reach out to you on facebook, you better know that when I call you later”.

“We’re a multi-channel outsourcing solution for our clients, both profit and non-profit…but in doing that we realized we had hardened system silos for each client, and what we needed was a comprehensive & integrated system that could enable efficiency,”

- Ernie Kozlowski, Executive Vice President, Valtim

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Where we were…

Dozens of completely silo-ed teams…no leverage, no scale. With these team siloes…the inevitable occurred:

Data silosSystem silosProcess and Ownership inconsistenciesImpossible integration scenariosNo depth of analysis (…revenue, and some telephony based analytics yes, but that’s it)

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The BHAG….

Integrate ‘em all….eCommercecall centerorder fulfillmentdigital printing

Manage multiple programs….in one system architecture one CRM, one ERP, one e*Commerce suite…for all the customer programs

Change Management – How do we “bust the silos in people’s minds Start to finish….within a quarter.

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The “Not so BHAGs”…

The seamless support of the variants that occur from program to program

CTI differences (Computer Telephony Integration)Process differences between programsKPI variations between programs

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Why did they need to act The World Class Problem

Coming out of the recession, business was picking up

Scale Pressures:While from a process and workforce perspective, Valtim had a model that strongly supported the rapid scale of a multi-program environment, it didn’t have the technology

Getting ahead of the “Home Grown IT” problemValtim had the insight, from years of experience, of the shortcomings of the “home grown IT” approach

Great value in “static” environments with “little scale pressure”Huge risks manifest with

– Changes in personnel (tribal knowledge)– Variation in process– Rapid scale

Valtim felt that enterprise class CRM and eCommerce at the hub, was an imperative

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Guiding Principles

We could only be saved by Change Management and Technology…in that order.The Technology would have to be:

Open– To handle unplanned client integration needs

Flexible– Allowing for process variation (each client’s desired customer experience

is linked to their brand or identity)

Robust– Allowing for scale…in EITHER direction.

“We had a massive client with a signed contract, and we were banging our head against the wall, knowing our existing technology had hit a tipping point.”

Ernie Kozlowski, Executive Vice President, Valtim

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What were the options

OptionsCreate a new own system…the “Mother of All Systems [re: disasters]”Buy a set of enterprise class tools, and run them locallyBuy a set of enterprise class tools, and run them in a SAAS environmentBuy a single “Mother of All Systems” [not sure if it exists]

FearsCan we vary our business process & integrations from program to program?What happens to our data?What about our clients mandates on data security?Can our IT guys support it? Or even understand it?Will our people adopt it???

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Adding to the core

ERP was entrenched….and worked. Sage MAS90 CRM and eCommerce were needed to complete the “core”

…and would need to support “multiple programs” Everything else – would need to touch the core

Telephony and DialersChatSMS

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The technology selection

Before we even selected a vendor…we picked Open Source as a key characteristic.

FlexibleInexpensiveSupported broadlySAAS or On-Premise (no lock in)Open for integrationOpen for “proper” customization

While keeping “compliant” with software support

ScaleableArchitecturally…and financially

Control of our own Destiny

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Why SugarCRM

Deployed wherever we wantedSAAS (allowed custom integrations)OnsitePrivate hosting

Negotiated flexible use terms Open Source…means open integrations and open process

variationSugarCRM truly had the “open Kimono”, and we took advantage of it

Lots of call center implementations…

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Why Magento?

Deployed wherever we wantedSAAS (allowed custom integrations)OnsitePrivate hosting

Fixed cost…regardless of scale Multi-site operation and control Integrations to CRMs and ERPs galore…

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Why Levementum

Business acumen Experience in call center implementations Understood the multi-program challenge Knew how to take advantage of Open Source (power…and

responsibility…because you can get yourself in trouble) Understood the “Adoption” challenge

…we weren’t their first

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The Plan

DiscoveryWith technology selected….forget about it. Focus on business need, and align to the best practices of the platforms.

DeployImplement eCommerce CRM, Contact Center and CTI features for 3 programs to start…Customized call script/answer tracking module for all leadsIntegration to 3rd party analytics for intelligence and analysisIntegration to Client’s Qualified Leads programIntegrate cleanly with client site systems as needed…Provide tools in the CRM to allow easy management of the data cross both the CRM and the “client internal system” (mass deletes, etc)…DATA INTEGRITY across the “Valtim/Client” boundary

Get it done fast…< 90 days

“I was a little scared that during thediscovery there wasn’t any technical discussion - it was just process. But it paid off because when Levementum put their heads down and started programming they understood exactly where they were going,”

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The Deliverables Complete deployment of the Lead to Cash process in

SugarCRM Complete deployment of eStores for each program Integration between Sage MAS 500 and SugarCRM to

exchange ordering, fulfillment, inventory and accounting data.

Integration between Magento Enterprise eCommerce and SugarCRM to exchange Internet ordering information.

Integration between SugarCRM and Authorize.net payment gateway for eCommerce and phone orders.

Integration between SugarCRM and the Satori address verification system to verify addresses for ordering and billing purpose

Contact Center & Telephony integration for screen pop, click to call and queue/quota management

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The Schedule

Deliver the multi-program solution from scratch…in 6 weeks

Implement adoption programs immediately Prepare for implementation of additional programs

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Deliverables: Customized Client Modules

Each program has different definitions of what should data should be captured

Manage through custom modulesManage through role and security definitionsCLM’s were configured for each program…

For “some” programs, integration was built to push data as necessary for 3rd party application consumption (in real time and in batch)

Add intelligence to these lead modules by the use of “dependent questioning/drop downs”…if the customer said that, then the options are these.

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Deliverables: Manager tools and Analytics

Manager toolsTeam and role security for program segmentationData clean up tools (mass delete/cleanups) to ensure data quality and consistency across systems (CRM & 3rd party)Email templates and notifications for customer care

AnalyticsRobust web based (and scheduled – PDF, etc) reporting on lead/agent performance and dta entry.MTD reporting for performance metric & delivery to Valtim program clients

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Adoption

Prescriptive training… Program focused Executed swiftly…and a key to success!

TakeawaysCRM training…no!Business process training (in CRM context)…yes!

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Deployment Particulars

Dozens of agent users Multiple call centers throughout the North America Multiple programs sourced across call centers

All served by…. A single CRM system SugarCRM and Magento On-Premise, with SAAS backup and

training systems All code…upgrade safe, and in the “certified” way Minimal support

“Representatives in our Virginia call center will talk to a customer when they call to make a $1000 donation. The system recognizes them through CTI, creates a ‘case’, and an email notification goes to (our client’s) customer service group in Georgia. They are automatically prompted to call their donor to thank them for the $1000 donation. This integrates with our printing shop and prints out the letters.

the “process at work”

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Results and Lessons

ResultsSuccessful rollout of all 3 programsCompleted in under 60 days from start to finishAll without additional headcount

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Lessons

Discovery is everything New CRM and eCommerce technology is showing better and

better alignment to the Call Center Integrations to key Call Center tools (CTI,Call Recording,

Contact Centers, Autodialers, Predictive Dialers)….are no longer “special”….these are standard integrations for CRM…even SAAS based CRM.

SAAS works…even where data security is paramount

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Lessons

Call center integration needs are well supported by new CRMs and SAAS

Stay away from “Home Grown” systems….we needed these in the 90’s and early 00s, but NOT ANY LONGER.

Going to a packaged solution and having flexibility on the delivery model was perhaps the biggest bet – and the one that created the most value for us.

Be ambitious with your Call Center…if you have the business discipline and leadership, nowadays the technology will support it

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The future

More Contact Center Features Additional flexible Call Scripting features to make it easier to

create and manage multiple programs, and complex scripting (done!!!)

Install and deploy existing Advanced Contact Center featuresPreparing to deploy our integrators SugarCRM Contact Center solution for

Predictive dialMore detailed CTC and ScreenPopComplex Queues & Advanced workforce management

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The conclusion Keys to winning

A BPO project must start with:Technology Agnostic Discovery….which is hard to do.

A BPO platform must be:OpenPlatform flexibleIntegration readyScale ready

A winning adoption program must be:PrescriptiveProcess focused

A winning core IT architecture for BPO must include:CRMeCommerceClean integration to fulfillment and execution data

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QA – Contact Us

Geoffrey Mobisson (for Ernie Kozlowski)gmobisson@levementum.com480 320-2520

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About SugarCRM

SugarCRM offers open source CRM business software for customer relationship management solutions

both cloud-based and on premise CRM softwaresales, marketing, customer supportEmail, mobile and socialCRM integration.

Headquarters in Cupertino, California in the South San Francisco Bay Area

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About Magento

Magento is a feature-rich, professional open-source eCommerce solution.

It offers merchants complete flexibility and control over the look, content, and functionality of their online store.

Magento’s intuitive administration interface contains powerful marketing, merchandising and content management tools to give merchants the power to create sites that are tailored to their unique business needs.

Headquarters in Los Angeles, California

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About Levementum

Levementum is a global consulting and technology services company that focuses on xRM (relationship management) and eCommerce in the customer service and contact center domain.

Headquarters in Phoenix, Arizona

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