Telemarketing Japan
                                                  Improves Call Center

Tsuneo Shiono, Executive Director for              The Solution: Building                          centers. ...

According to Shiono, the adoption                 The Future: Developing
of an IP Centrex with a consolidate...
About telemArketing JApAn, inc.

  Headquarters: Hourai Bldg 5F, 1-20-2 Nishi-Shinjuku, Shinjuku-ku Tokyo
  Established: ...
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Telemarketing Japan Improves Call Center Service Levels ...

  1. 1. Telemarketing Japan Improves Call Center Service Levels, Reduces Capital Costs with Avaya IP Telephony Challenge Telemarketing Japan, Inc. (TMJ) runs a dynamic business, Raise service levels and rate of equipment utilization at call centers with IP telephony. planning and operating call centers in support of its Consolidate data center for unified management and operation, and to effect client companies’ Customer Relationship Management high availability and efficiency in distributed (CRM) strategies. To raise call center service levels – the call centers. lifeline of its inbound and outbound operations – the Solution company revamped its decentralized call center Avaya Servers and Avaya Media Gateways were installed at each location to take infrastructure with Avaya IP telephony. The new structure advantage of the advanced telephony consolidated Avaya Servers and other equipment at the functions of Avaya Communication Manager. A shared Predictive Dialer System (PDS) data center, allowing for integrated operations and served to automate and synchronize outbound and inbound calls, providing management for higher system availability, while keeping unparalleled technology to meet the demands of even the busiest call center capital expenditure low and giving the company an environments at Telemarketing Japan. infrastructure with the flexibility to grow. Value Created • The use of existing DEFINITY® assets helped to keep costs under control in the The Challenge: Implementing Strategic CRM for transition to IP telephony. Corporate Clients • Avaya IP Telephony delivered the TMJ began as the customer-service and marketing department of Benesse Corporation, flexibility and scalability Telemarketing before being spun off in 1992. Since that time, it has built on its considerable needed for its further expansion plans, and maximized its returns on capital experience and know-how to offer a wide range of services for implementing strategic investment in the creation of new call CRM programs on behalf of its corporate clientele. It handles outbound and inbound centers at Telemarketing Japan. calls for businesses and organizations in industries such as finance, communications, manufacturing, and the public sector, and has earned a strong reputation for the quality of its services. Given its customers’ diverse and sophisticated requirements, TMJ devotes a great deal of resources to cross-media marketing. Based on a detailed understanding of its customers’ business, TMJ develops marketing strategies that leverage a combination of different media. More specifically, it utilizes call centers, web-based media, mobile media and advertising to generate results that no single medium could. CASe STudy
  2. 2. Tsuneo Shiono, Executive Director for The Solution: Building centers. Ho continued, “Being able to tie Information Technology at TMJ, explained, together each call center location with “Our forte is that we can provide a a Call Center Based the aid of IP telephony is important to us. comprehensive service, covering everything on IP Telephony with So we tested the back up performance of from CRM and marketing proposals to Availability Commitments Avaya Servers heavily, to make sure they operations and customer analysis. As call could perform even in the midst of sudden “In our business, we handle important, centers are an important component in our disruption, like in a line outage.” confidential information, such as personal cross-media marketing efforts, we wanted to customer data. We needed improved call Call centers are the lifeline of TMJ’s business. quickly and efficiently resolve issues we’d center security and system stability, so In order to commit to the quality of service its been having with our previous call center.” as to put our clients minds at ease. As customers demanded, it needed high avail- TMJ was already using Avaya’s DEFINITY such, the introduction of an IP telephony ability and reliability. To ensure robust securi- Enterprise Communications Server as a system which would deliver consistent ty, TMJ consolidated its Avaya S8720 Servers platform for its distributed call center performance across its distributed call at a data center run by Marubeni Information operations with locations in Tokyo, Osaka, center operations had been a topic of Systems. Full redundancy was built in with and Kita-Kyushu. Telesales Representatives discussion,” Shiono explained. backup communication lines and equipment, in each location would handle both outbound while an Avaya S8720 Server and Enterprise TMJ laid down “five commitments” they and inbound calls for client companies. Survivable Server (ESS) at a major call center would need to meet in order to achieve Building a new call center to accommodate in Tokyo enabled the development of a call the goal of improved service levels. One growth would have involved the addition of center configuration with high availability. of these was “an IT platform with robust infrastructure – such as new Private Branch security.” To achieve this, the company Exchanges (PBX) – to existing call centers, driving up costs of expansion and increasing rolled out Avaya IP telephony as a platform The Benefits: for a secure call center, configured as an the operational and managerial workload. In Cost-performance of IP Centrex. During the study phase, TMJ addition, TMJ was intent on maximizing the compared solutions from a number of IP Telephony Increases as rate of utilization for their investments, while improving service levels. vendors, with the deciding factors being More Locations are Added the vendor’s experience with call centers, Taking the December 2006 opening of and its ability to make the best use of its Sapporo office as a fresh start, TMJ TMJ’s existing DEFINITY assets. began operating its new call center on “Apart from our new, all-IP Sapporo office, an IP platform. According to Shiono, “It we still used DEFINITY circuit boards and is now possible to design a secure call phones, to minimize the cost of switching center and run it efficiently. This lets our to IP telephony. We also didn’t want to customers enjoy vast improvements in devote too many resources to retraining our service levels. I’m optimistic that the use operators, while maintaining the continuity of IP telephony will help us to achieve of operations,” explained Kansu Ho, an increased rate of utilization of our call Operations Director of Network Architecture center facilities.” Operations, Information Technology at TMJ. He explained further, “Traditional call With the support of Marubeni Information centers require their own PBX equipment, Systems – who is responsible for constructing all of which need to be optimized TMJ’s call centers – and Avaya’s support separately. Furthermore, call centers run team, TMJ conducted a round of testing at varying capacities, making it difficult to of Avaya IP telephony solutions at its call optimize the system as a whole.” Tsuneo Shiono, Executive Director, Information Technology of TMJ
  3. 3. According to Shiono, the adoption The Future: Developing of an IP Centrex with a consolidated Avaya Server infrastructure at the core, Solutions That Make the has solved the problem of separate Most of IP Telephony optimization. For example, the Predictive With a new call center platform in place, Dialing System (PDS) is now located at the Ho sees “making full use of IP telephony” data center – and not at distributed call as the next challenge for TMJ. With an centers. Hence, while outbound calling increased utilization rate across call in the past could only be done from call centers, the workload of TMJ’s operators centers equipped with PDS, the current would be more equally distributed. TMJ is system now allows any call center to use also considering running new added-value PDS, over the network. “This has not only services on IP telephony. enabled a better use of resources, but has also expanded the possibilities for each Over the next couple of years, the company location,” said Shiono. plans to bring IP telephony to two call centers running on DEFINITY, creating 3,000 seats Kansu Ho, Operations Director, Ho added that call center operations and Network Architecture Operations, running on the technology. The company plans Information Technology, TMJ management were more efficient as a result to build new centers as well. “Call centers of introducing IP telephony: “We’d already are a human-resource business, and we want been handling system operations for each to locate our call centers where the best call center over the network, but sometimes SySTeMS operators are located. Avaya IP telephony gives we actually had to be on the spot. By • Avaya S8720 Server us more flexibility in expanding our business, locating the Avaya Server at the data center, which is a big advantage,” said Shiono. • Avaya PDS dealing with call center operations is now • Avaya CMS more efficient and faster.” Call centers are also the linchpin of the • Avaya G650 Media Gateway company’s new cross-media marketing activi- According to Shiono, the deployment of IP • Avaya ESS (Enterprise Survivable Server) ties, tying together web and mobile content. telephony has significantly lowered costs of Both Shiono and Ho emphasized the desire to operations and management. explore the solutions Avaya has to offer, in tying together the use of different media. By using He said, “While it’s difficult to make call centers as a strategic foundation on which a quantitative analysis of the cost- to build solutions for corporate clients, TMJ saving benefits, we calculate that with aims to maximize its investment returns from IP telephony, it will only be five years before IP telephony, with Avaya IP telephony as one of we experience returns on investment. The the pillars of its business infrastructure. scalability of the solution means that as we expand, we can expect our costs of operations to fall.” One of the reasons for Learn More TMJ choosing Avaya’s IP telephony is its expandability which makes it easier for TMJ For more information on how Avaya to add new call centers by simply installing Intelligent Communications can take an Avaya Media Gateway. your enterprise from where it is to where it needs to be, contact your Avaya Client Executive or a member of the Avaya Authorized BusinessPartner program, or visit “Do Your Research” at
  4. 4. About telemArketing JApAn, inc. Headquarters: Hourai Bldg 5F, 1-20-2 Nishi-Shinjuku, Shinjuku-ku Tokyo Established: April 1992 Capital: ¥300 million Employees: 943 Lines of business: A wide range of activities focused on call center planning and operations, as well as CRM strategy planning and implementation as part of upstream marketing activities to consulting and fulfillment. Offers innovative services to meet the diverse and sophisticated requirements of its corporate clientele. About AVAYA Avaya is a global leader in enterprise communications systems. The company provides unified communications, contact centers, and related services directly and through its channel partners to leading businesses and organizations around the world. Enterprises of all sizes depend on Avaya for state-of-the-art communications that improve efficiency, collaboration, customer service and competitiveness. For more information please visit © 2009 Avaya Inc. All Rights Reserved. Avaya and the Avaya Logo are trademarks of Avaya Inc. and may be registered in certain jurisdictions. All trademarks identified by ®, TM or SM are registered marks, trademarks, and service marks, respectively, of Avaya Inc All other trademarks are the property of their respective owners. 04/09 (08/07) • GCC3540-01