Oracle CRM Call Centre The BT Conferencing Way


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  • I’d like to welcome all and thanks you very much joining us today to demystify the Oracle CRM Call Centre together. BT Conferencing is the customer that we both have just implemented the CRM Call Centre. They went live 5 weeks ago. BT Conferencing is the number one the teleconferencing in the UK in all the areas, including audio, video, and the web. They have been experiencing rapid growth. They now have 700 employees, 6 international locations, and with the revenue over 130 millions. As a result, there are tremendous needs for business improvement which resulting implementing a number of CRM sales and marketing. The implementation have been focusing on the sales force automation, telesales/telemarketing, service, multi-channel customer interactions.
  • The discussion topic today will start with Call Centre and what Oracle CRM can do for the business. I then will share my experience with you, starting from creating the project foundation, the infrastructure, the prototype, how we went live. Paul will share his experience in view of call centre experts to our implementation.
  • Regardless what the CRM or Call Centre text books say, in BT Conferencing perspectives: The call centres have out there of a long time. They are actually out there for more than 30 years. The call centres are not the physical locations but from the point of view of function And more importantly, they are places to make customer happy, where customers can place orders, or get help, or even complain BTC has 5 call centres throughout three locations; in London, Chiswick, and Aylesbury. They have sales and marketing call centre, two operation call centres, service, and invoice resolution.
  • The first implementation was for sales and marketing call centre, based in London. They are currently have 25 desk-based sales representatives and telemarketing agents. The telephone system is Nortel Meridian with 2 ACD queues. The telephone system is also networked for the others as well by selecting a number of options. The user team have been using Oracle CRM 11i since January this year. I implemented Oracle TeleSales, Marketing Online, Sales Online, some parts of Interaction Centre. In early November, they went live with integrated voice and data telesales capability using Oracle Interaction Centre (or let’s say Call Centre)
  • After the go live, there are evolutions in many areas of the telesales and marketing. From2 networks 2 systems to integrated voice and data telesales/telemarketing. From two desktop tools into one. This, of course, results in a significant improvement in the call centre productivities. More revenue, more flexibility, and less costs.
  • The scale of the graph here is relative to 100% percent. We compare our 3 stages of implementation, starting from basic telesales application, telesales with some part of Interaction Centre which cover Advanced Outbound Module, and the full telephony integrated environment. The average campaign length from January to September was 3 weeks. After the second stage with Advanced Outbound, the average campaign length was shorten to two weeks. And with the telephony integration, they can save more time. The agent utilisation have been push up to near 90% after the telephony integration. You can observe that the opportunity conversion rate remain the same. This the art of selling. No technology can help. However, there is a significant saving in the opportunity conversion cost. Because, at the bottom line, the campaigns are much shorter.
  • Why do we use Oracle CRM Call Centre? Basically, the telephone switch manages the calls, routes the calls but it doesn’t have customer information. Oracle TeleSales has the customer information but cannot facilitate the agents with the call routing or automatic dialling for the outbound calls. Oracle Call Centre links our 2 networks 2 desktop tool together. It has created an integrated customer interaction environment for us.
  • Before starting to drill down into the implementation details. I’d like, first, to address the call centre technology. The backbone of the technology is Automatic Call Distributor or ACD. It manages the calls and move them the right person at the right time. If the ACD is the backbone of inbound calls, the Predictive Dialling is the one for outbound. The Predictive Dialling automates the entire outbound process. It places calls and detect response from the calls, for example, busy, fax machine, answering machine. The calls will only be routed to agents when the real human pick the phone up. It is less humanise and only good for mass consumer outbound calls. We use another technology, called Progressive Dialling. I will go into the detail later.
  • The next two important technologies are the CTI and Properties of Calls. The CTI or Computer-Telephony Integration is a middleware technology enabling use the interface 2 voice and data networks together. There are many players in the market. Oracle CRM, however, works with CISCO ICM and Intel CT Connect. We use CT Connect because it is simple and the pricing is reasonable. Properties of Calls helps us determine what who the customers are and what they want. Caller ID and ANI are the caller telephone number. DNIS or Dialled Number Identification Service is the number that the customers are calling. These first two make us know who they are and what they want. However, more specific details we use IVR or Interactive Voice Response for the customer to navigate through options and enter information. “Please enter your TAR number”, for example.
  • Setting the mission and the scope….. This is an example. Let you have a read.
  • Regardless what they are. There are all about the Business and the Technology. Make sure you understand all the possible implementation options.
  • Selecting implementation options is the key. There are thee main options. Passive or Active Single Site or Multi-Sites and Outbound Dialling Methods Passive and Active – is to decide how much you want Oracle to take control of your telephone switch. Single and Multi-sites reflect your telephone switch infrastructure. If you have very complex, multi-vendor systems, the Multi-sites is the best bet. Outbound Dialling Methods have 4 options. Manual dialling, Preview, Progressive, and Predictive. Predictive is full automatic with human voice detection. Progressive is automatic with the agents decide what to do. Preview let the agents decide whether he will make the calls.
  • Here is our system landscape. We have 3 Nortel Meridian telephone systems. There are voice networked together. The system London is IP-enable liked to high-speed LAN. The integration itself require 3 servers, the Middleware, the Inbound, and the Outbound. There servers talk to Oracle CRM running on IBM AIX platform.
  • We have 6 identical servers at the moment. We plan to upgrade the Inbound server to 2 CPUs and 2GB RAM. These server have no database. They all run Java processes which are CPU and Network intensive.
  • Once we finish the infrastructure, we demonstrated to the business that this is the reality. We showed then the Sceen-Pop, Preview Dialling and the Softphone. It is our proof of concept system and it is very first version of our infrastructure. Let back track a little bit. The screen pop is a capability of Oracle to be able to detect customer details from the Properties of Calls, remember CLID, DNIS, and IVR. The Softphone is the telephone on the computer. The agent can receive, make and transfer calls using his Oracle TeleSales screen.
  • The Testing itself is straightforward for both functional and infrastructure testing. However, the key tests are at the infrastructure. Make sure the stress and recovery tests are performed. All the contingencies must be covered.
  • Going live require a lot of rehearsal to make sure the infrastructure is sound. Remember, stability and performance are the keys. Bare in mind, Oracle can go down but telephone must not.
  • Oracle CRM Call Centre The BT Conferencing Way

    1. 1. Oracle CRM Call Centre The BT Conferencing Way Andy Gray Sarawoot Lienpanich BT Conferencing GloriSys Limited
    2. 2. Who and What Has Happened? <ul><li>Number 1 in conferencing </li></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Web </li></ul></ul><ul><li>Rapid growth </li></ul><ul><ul><li>700 Employees </li></ul></ul><ul><ul><li>6 Locations </li></ul></ul><ul><ul><li>Revenue £100+ </li></ul></ul><ul><li>Business improvement program </li></ul><ul><li>Upgrade and re-implementation </li></ul><ul><ul><li>Sales Force Automation </li></ul></ul><ul><ul><li>Telesales and Telemarketing </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Multi-channel Interactions </li></ul></ul>0800 61 62 62
    3. 3. Discussion Topics <ul><li>Call Centre and Oracle </li></ul><ul><li>Creating the Project Foundation </li></ul><ul><li>The Infrastructure </li></ul><ul><li>Prototype thru Go-Live </li></ul><ul><li>Q&A </li></ul>
    4. 4. <ul><li>Call Centres have been out there for a long time </li></ul><ul><li>It is not a physical place but from the point of view of function </li></ul><ul><li>A place to make customers happy, where the customers place an order, or to get help, or perhaps even complain </li></ul><ul><li>5 Call Centres in the UK </li></ul><ul><ul><li>Sales and Marketing </li></ul></ul><ul><ul><li>Operation x 2 </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Invoice Resolution </li></ul></ul>BT Conferencing Perspectives
    5. 5. Sales and Marketing Call Centre <ul><li>25 agents </li></ul><ul><ul><li>Desk-based sales representatives </li></ul></ul><ul><ul><li>Telemarketing representatives </li></ul></ul><ul><li>2 ACD Queues, also networked from the other switches </li></ul><ul><li>Went live with </li></ul><ul><ul><li>TeleSales </li></ul></ul><ul><ul><li>Marketing Online </li></ul></ul><ul><ul><li>Sales Online </li></ul></ul><ul><ul><li>Interaction Centre </li></ul></ul><ul><ul><ul><li>Advanced Inbound </li></ul></ul></ul><ul><ul><ul><li>Advanced Outbound </li></ul></ul></ul><ul><ul><ul><li>Universal Work Queue </li></ul></ul></ul>
    6. 6. Before and After <ul><li>2 networks </li></ul><ul><ul><li>voice and data </li></ul></ul><ul><li>2 separate systems </li></ul><ul><ul><li>telephone </li></ul></ul><ul><ul><li>CRM </li></ul></ul><ul><li>Need to increase call centre productivities </li></ul><ul><li>2 networks </li></ul><ul><ul><li>voice and data </li></ul></ul><ul><li>1 integrated system </li></ul><ul><ul><li>CRM </li></ul></ul><ul><li>Call centre productivities have increased </li></ul><ul><ul><li>More revenue </li></ul></ul><ul><ul><li>More flexibility </li></ul></ul><ul><ul><li>Less costs </li></ul></ul>
    7. 7. Before and After
    8. 8. Why Oracle CRM Call Centre? <ul><li>Oracle CRM Call Centre - Link 2 networks, 2 desktop tools together. Creating an integrated customer interaction environment. </li></ul><ul><ul><li>More Revenue </li></ul></ul><ul><ul><li>More Flexibility </li></ul></ul><ul><ul><li>Higher Productivity </li></ul></ul><ul><ul><li>Less Cost </li></ul></ul><ul><ul><li>Better Reporting and KPI </li></ul></ul><ul><ul><li>Anticipate 6 Month ROI </li></ul></ul>
    9. 9. The Bottom Line - The Call Centre Technologies <ul><li>Automatic Call Distributor (ACD) </li></ul><ul><ul><li>core technology (and still widely-used) for call centres </li></ul></ul><ul><ul><li>take incoming calls and move them to the right places </li></ul></ul><ul><li>Predictive Dialling Systems </li></ul><ul><ul><li>automates the entire out-dialling process </li></ul></ul><ul><ul><li>The calls will be routed to an agent when it detect human voice </li></ul></ul><ul><ul><li>less humanised and focused on mass consumer outbound calls </li></ul></ul>
    10. 10. The Bottom Line - The Call Centre Technologies <ul><li>Computer-Telephony Integration (CTI) </li></ul><ul><ul><li>the middleware </li></ul></ul><ul><ul><li>enables us to interface two main networks: voice and data, though open standard protocol </li></ul></ul><ul><ul><li>CISCO ICM and Intel/Dialogic CT Connect </li></ul></ul><ul><li>Properties of Calls </li></ul><ul><ul><li>CLID and ANI (Caller ID) </li></ul></ul><ul><ul><li>DNIS (what number the customer is calling us) </li></ul></ul><ul><ul><li>IVR (data entry via telephone) </li></ul></ul>
    11. 11. Starting Point - Setting The Mission & Scope <ul><li>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. </li></ul><ul><li>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 . </li></ul><ul><li>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. </li></ul><ul><li>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 . </li></ul>
    12. 12. Success Measures <ul><li>How Do We Know If You’re Achieving Your Goals? </li></ul><ul><li>Measures Of Success Should Be Measurable! </li></ul><ul><ul><li>Percentage of calls answered (PCA) </li></ul></ul><ul><ul><li>“We expect to reduce our call handling time for call type X from 180 seconds to 175 seconds” </li></ul></ul><ul><ul><li>“Increase our list penetration from 4% to 20%” </li></ul></ul><ul><li>Based on What You Expect to Affect </li></ul>
    13. 13. Performance & Resilience <ul><li>Call Centres are Performance Critical </li></ul><ul><ul><li>Telephone call is a real-time interaction </li></ul></ul><ul><ul><li>Consider UAT environment too! </li></ul></ul><ul><li>Call Centres Often Production Centres </li></ul><ul><ul><li>Downtime is costly </li></ul></ul><ul><ul><li>Have a plan for technology failure </li></ul></ul><ul><ul><ul><li>Applications </li></ul></ul></ul><ul><ul><ul><li>CTI </li></ul></ul></ul><ul><ul><ul><li>Switch </li></ul></ul></ul>
    14. 14. Setting The Mission and Scope <ul><li>The business </li></ul><ul><ul><li>Who really want them and what for? </li></ul></ul><ul><ul><li>What will the business getting out of this? </li></ul></ul><ul><ul><li>Budgets, team, and ownership </li></ul></ul><ul><li>The technology </li></ul><ul><ul><li>Make two networks, two equipments “talk”! </li></ul></ul><ul><ul><li>What can my PBX switches do and what parts do I want them talk to Oracle CRM? </li></ul></ul><ul><ul><li>Oracle Interaction Centre Options </li></ul></ul><ul><ul><li>Stability and Performance -- PBXs will never go down </li></ul></ul>
    15. 15. Selecting Implementation Options <ul><li>Passive or Active </li></ul><ul><ul><li>How much do you want Oracle CRM to take control over your PBX? </li></ul></ul><ul><ul><li>Active – Oracle manages the queue; Passive – ACD manages the queue </li></ul></ul><ul><li>Single Site or Multi-Sites </li></ul><ul><ul><li>Single or multiple sites, depending on complexity of your telephone infrastructure, i.e. location, vendors, etc. </li></ul></ul><ul><li>Outbound Dialling Methods </li></ul><ul><ul><li>Manual, Preview, Progressive , and Predictive </li></ul></ul>
    16. 16. The System Landscape
    17. 17. Server Sizing <ul><li>All Java – no database, CPU/Network Intensive </li></ul><ul><li>Needs high-speed LAN to PBXs and Database Server </li></ul><ul><li>2 network cards per server </li></ul>NT Server 1CPU 512MB 40GB DISK Dial Server (Outbound) NT Server 1CPU 512MB 40GB DISK (current) NT Server 2CPU 2GB 40GB DISK (planned) Call Centre Server (Inbound) NT Server 1CPU 512MB 40GB DISK CTI Middleware Server Hardware Server
    18. 18. Prototype <ul><li>Demonstrate to the business that it is the “reality” </li></ul><ul><ul><li>Screen-Pop </li></ul></ul><ul><ul><li>Preview Dialling </li></ul></ul><ul><ul><li>Softphone </li></ul></ul><ul><li>Proof of concept system </li></ul><ul><li>Make sure infrastructure is working (at least in the Prototype Environment) </li></ul>
    19. 19. Testing <ul><li>Functional Testing -- focus on how Oracle Interaction Centre interact with your PBX systems </li></ul><ul><ul><li>UWQ correctly identify DNIS (the number that customer calls) and ANI (the number that customer makes a call from) </li></ul></ul><ul><ul><li>Call are picked up from ACD queues and UWQ correctly route the calls to right agents </li></ul></ul><ul><ul><li>Screen-pop is working ok – pop up right customers </li></ul></ul><ul><ul><li>Outbound agents are being fed with call records and Progressive/preview dialling call correct number </li></ul></ul><ul><ul><li>Call recycling works correctly </li></ul></ul><ul><li>Infrastructure Testing </li></ul><ul><ul><li>Stress Tests (Stability and Performance) </li></ul></ul><ul><ul><li>Infrastructure migration rehearsal </li></ul></ul><ul><ul><li>Test all contingencies, i.e. entire Oracle gone down, CTI Server crashes, etc </li></ul></ul>
    20. 20. Go Live <ul><li>Infrastructure is the key, again </li></ul><ul><ul><li>Stability </li></ul></ul><ul><ul><li>Performance </li></ul></ul><ul><li>Go Live for both Inbound and Outbound at once </li></ul><ul><li>Contingency </li></ul><ul><ul><li>Must be able to shut CRM Call Centre down without any severe impact on day-to-day business operation </li></ul></ul><ul><ul><li>Having the PBX systems working, remember, is far more important than having Oracle CRM Call Centre. </li></ul></ul>
    21. 21. Lesson Learnt <ul><li>PBX Switch Preparations </li></ul><ul><ul><li>Require 3 rd party –> take time </li></ul></ul><ul><ul><li>Not always have DEVL or UAT -> run on live switches </li></ul></ul><ul><ul><li>Some compatibility issue -> 80/20 rule </li></ul></ul><ul><li>Oracle </li></ul><ul><ul><li>Apply patches to the right level -> ask support </li></ul></ul><ul><ul><li>Contingency -> shut Oracle Call Centre down and be able to be back to pen & paper </li></ul></ul><ul><li>Users </li></ul><ul><ul><li>New technologies shock the users -> stage-by-stage transformation </li></ul></ul><ul><ul><li>Need strong support -> user champion </li></ul></ul>
    22. 22. A Recommendation <ul><li>The technology and the applications are ready. Implementing them is more challenging but easily achievable even though you do not have call centre background. </li></ul><ul><li>Considerable care during the implementation will lead to a successful project. </li></ul>
    23. 23. Questions?
    24. 24. Contact Us: [email_address]