Avaya Innovations magazine Issue 1 2013


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For all Avaya partners, customers, and observers - the latest news around Avaya and its ecosystem. Covers the latest trends in contact centers, unified communications, collaborations. Profiles Avaya customers. This isuee's cover story: Lean, Mean Research Machine - a look into the mighty machine that is Avaya Research Labs. Also: Q&A with Avaya sales chief Tom Mitchell. Q&A with Mark Brayan, CEO of Avaya DevConnect partner, Integrated Research. A look into the best smartphones for Radvision video conferencing. And much much more.

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Avaya Innovations magazine Issue 1 2013

  1. 1. Issue 1 • 2013INNOVATIONSinspiring ideas from the leader in business collaborationUC Case StudyBC HydroExecutive InterviewAvaya Sales ChiefTom MitchellThe contact centergoes social16 3422Lean, MeanResearchMachineAvaya Labs ResearchIs Inventing the Futureof How We Work28pg
  2. 2. 2AvayaInnovationsLetterfromtheEditorLetter from the EditorWelcome to the second issue of Avaya Innovations!We’ve revamped our format to provide you withmore news, more interesting and relevant articles,and a fresh design befitting a growing magazine.One thing we didn’t change was our focus on innovation,which is why this issue’s cover story (“Lean, Mean ResearchMachine,” p. 28) focuses on the researchers at Avaya Labs,whose work you’ll learn is directly responsible for many ofthe most cutting-edge products in our lineup today. Researchand development is an issue near and dear to me. My fatheris a retired Ph.D. chemical engineer who won HoneywellCorp.’s top research honor, the Sweatt Award, back in the1980s. Since those days, many companies have slashed theirR&D budgets, preferring to outsource their innovation touniversities or startups. Avaya hasn’t been immune to thattrend. Yet, I’m proud to say that Avaya not only continues toinvest heavily in R&D—19 percent of our product revenue!—but that it continues to pay off, with 57 internally developedproducts released last year.In addition to our technical edge, which goes back to thedays of Bell Labs and our predecessor companies, Avayaalso offers a strong value proposition. For example, thetotal cost of ownership for Avaya’s unified communicationsproducts is lower than most of our competitors, as I notedin a recent Avaya.com blog, “Free(ish) Ain’t Free(ish): TheTrue Cost of Microsoft Lync” (avaya.com/mag1). This is notjust my opinion, but the findings of respected independentanalyst groups such as Nemertes Research and ConstellationResearch. Learn more about how going the Avaya way cansave your company money by downloading and sharing thesereports from my blog.As we continue to evolve and improve theAvaya Innovations magazine, I’d love to hearyour suggestions for stories from Avayaand also from our ecosystem of partners,developers, and customers. Please email meat my address below.Eric Lai, EditorEditor@Avaya.comAvaya InnovationsIssue 1, 2013Editor:Eric LaiPublisher:Richard SoloskyCreative Director:Patrick GrazianoDirector of Global BrandManagement, Avaya:Laura MisdomChief Marketing Officer, Avaya:Mark WilsonAvaya Innovations magazine is published four timesa year. Read and download it online atavaya.com/mag2Subscriptions are complimentary for qualifiedindividuals and companies. Sign up atavaya.com/mag3The content contained in this publication is forinformational purposes only and may not beincorporated into a contract or agreement.Copyright ©2013, Avaya and/or its affiliates.On ThecoverAvaya Labs researchers are keepingthe patent office busy—and theproduct pipeline humming—by solving real-world businesscollaboration challenges.Pictured (front row from right): Ravi Sethi, DoréeDuncan Seligmann, Ajita John, Bengi Karacali-Akyamac;(back row from right): Heinz Teutsch, Jim M. Landwehr,Avram Levi; featured in cover story on p. 28, “Lean,Mean Research Machine”
  3. 3. Issue1•20133What’s insideLean, MeanResearch MachineAvaya Labs Research is inventingthe future of how we work28pgThe contactcenter goessocialHow your business can embracethe multichannel world34pgIs It Timefor a PrivateCloud?Delivering cost savings—and more38pg05 By the Numbers24Video Case Study:Renown Health04CONSUMERIZATION CORNER:SMARTPHONES FOR VIDEO27How-to:Personal Video conferencing16Head-ON:AVAYA SALES CHIEF TOM MITCHELL14 Solutions37User Spotlight:THE UNIVERSITY OF WASHINGTON’SROLAND RIVERA06 What’s the Big Idea?08 News and Events18Partner Up:INTEGRATED RESEARCH CEO MARK BRAYAN20Best of Blogs:CUSTOMER SERVICE MEGAPHONE41 Last Call:Fail Hard22Unified Communications Case Study:BC HYDro43 ContributorsWhat’sInside
  4. 4. 4AvayaInnovationsConsumerizationCornerConsumerization CornerLINKS:Avaya Scopia Mobile:avaya.com/mag4Download our Scopia app:For iOS, go to theiTunes StoreFor Android, go to theGoogle Play StoreGo GoVideoVideo chatting and conferencing are on therise, thanks to the smartphone. I’m not justtalking about Skype or FaceTime. Now inversion 3, the free Avaya Scopia®Mobile app bringshigh-definition, enterprise-class video collaborationto iOS and Android, and connects you to 2 millioninstalled video conferencing and telepresencesystems worldwide. Video collaboration withco-workers and business partners has neverbeen easier.Looking for the best smartphones for mobilevideo conferencing? Check out this heroic trio.in a Google Play user review ofScopia Mobile, one user touts it as“excellent even over 3G,” making itideal for video conferences on slowerconnections. Unfortunately, while theGalaxy S III’s 4.8-inch, 1920x1080 HDSuper AMOLED™ display is large, it’salso dimmer than the competition, at330 cd/m2max brightness. It’s alsomore difficult to adjust thancompeting phones.iPhone fans will be happy to hearthat Apple’s iPhone 5 improvesupon its predecessors. Call quality isespecially upgraded: Apple added athird microphone to the iPhone 5,noticeably improvingcall quality,particularly onspeakerphone.Out of all thephones I tried,I found theiPhone 5 deliveredthe clearest calls.Like the GalaxyS III, the iPhone 5shoots video upto 720p. Videoplayback doesn’tquite match theDroid DNA orGalaxy S III, though.The iPhone 5’s4-inch, 1136x640Retina display issmaller and slightly less crisp thanthat of the Droid DNA and GalaxyS III. Credit the iPhone 5 for havingthe brightest display ofthe three, however, at500 cd/m2max brightness.Whether for an individual ina BYOD-friendly workplace,or an enterprise lookingto make an upgrade forits teams, a smartphonebuy is a major decision. Asvideo chatting continuesto go more mainstreamfor business, you’ll wantto invest in a smartphonethat isn’t just capable ofrunning Scopia Mobile, butalso capable of making themost of it. This will helpyou maximize your ROI andyour firm’s communicationsinfrastructure.Happy smartphoneshopping!To take advantage, though, you need the rightphone. Our featured smartphones all play well withthe H.239-compliant Scopia Mobile and offer clearcall quality, top-notch specs, and speedy 4G LTEfor jitter-free video and data collaboration. Forvideo conferencing, these phones all feature front-facing cameras capable of recording HD video at asmooth 30 frames per second. They also all comewith Bluetooth 4.0, WiFi, micro-USB, and 3.5-mmheadphone connections. For two-jack Skype andPC headsets, however, you will need a 3.5-mmsmartphone “Y” adapter.Across the board, the HTC Droid DNA impresses.For video conferencing, I found the Droid DNA’squad-core processor and bright, sharp 5-inch LCDscreen, with a 1920x1080 resolution, to deliversmooth, vibrant full HD playback. The display isalso bright, maxing out at 364 candelas per squaremeter (cd/m2), brighter than most LCD monitors.The front-facing camera shoots video in up to1080p, the best of all our reviewed phones. Asfor call quality, the Droid DNA is good in termsof loudness, clarity, and noisecancellation, though I did noticesome minor, infrequent cracklingin standard calls.The Samsung Galaxy S IIIalso packs plenty of powerand speed for mobile videoconferencing and datacollaboration. Audio andcall quality are strong, andthe front-facing camerarecords video at 720p.As for video playback,By: Jude ChaoSamsungGalaxySIIIAppleiPhone5
  5. 5. Issue1•20135BytheNumbersBy the Numbers5
  6. 6. 6AvayaInnovationsWhat’stheBigIdea?Once upon a time,presence wassupposed to bethe key to enabling real-timecollaboration with co-workersand customers. Letting youknow if people are in a meetingor on a call is valuable. It’s alsonot enough. “In most cases theprimary piece of informationlearned from presence is whetherpeople have touched theirkeyboard or mouse in the pastfive minutes,” wrote Avaya SeniorVice President Brett Shockley in awhite paper last year.Turns out, the same technologytrends that created the boon ofBig Data have also cursed us,the Information Worker, withToo Much Data. It’s turned us allinto accidental hoarders, withmore emails, documents, IMconversations, voicemails, etc.than we can easily sift throughbefore a meeting. The problemis, too many of our meetingsstart late because, ironically, weare manually searching throughour data in order to make ourmeetings productive.Some collaboration vendorsare trying to use contextualinformation—such as the identityof a person, the social networkshe or she may be a member of, orhis or her physical location—to saveyou steps and make you moreproductive. But most of these havebeen piecemeal efforts to date. To go allthe way, you need more than context—you need Awareness.So how do you gain Awareness?According to Avaya Labs ResearchDirector Dr. Venky Krishnaswamy, youmust analyze ALL the latent institutionalwisdom already collected and saved asmetadata by your company, and thenapply it to predict four things for you,the Information Worker:It’s like having a hyper-efficientadministrative assistant who knowswhat you need before you do. That’swhat Avaya’s Awareness Engine does.Developed by Avaya Labs researchers,the Awareness Engine constantlymonitors and analyzes the work you doin order to predict and present what youmight need.“The overall result is a much smarterenterprise with the potential for highlyamplified output per employee,” saysKrishnaswamy, who worked on theAwareness Engine with Avaya Labsresearcher Ajita John and others.Imagine that a calendar invite pops up.You can click once to join the conferencein either audio, video, or Web chatmode; access the latest versions of thedocuments needed for the meeting on youremail, hard drive, or network; and openthem on whatever PC or mobile device youare using. Similarly, if you get a phone callfrom a co-worker, the Awareness Enginewill automatically find and open up thecurrent versions of the relevant documents.Or let’s say you are a lawyer preparing fora case. The Awareness Engine can mineemail threads, case briefs, correspondence,and even social media postings to presentcomprehensive background informationalong with a list of colleagues you couldping for more help. The beauty is thatall of these predictive activities are donewithout the need to program anything. TheAwareness Engine’s software agents simplyobserve, learn, and predict what you need.The Awareness Engine hasn’t beenintegrated in any Avaya products yet. Butexpect it to arrive very soon. And whenthis Age of Awareness arrives, expect yourproductivity, and that of your colleagues,to skyrocket.It’s like havinga hyper-efficientadministrativeassistant who knowswhat you needbefore you do.Turns out, thesame technologytrends that createdthe boon of BigData have alsocursed us.LINKS:Awareness: ReinventingEnterprise Collaboration(Krishnaswamy)avaya.com/mag7Awareness: Driving the NextGeneration of Productivity(Shockley)avaya.com/mag8THE PROBLEM WITH PRESENCEWhat people you are mostlikely to be involved with.What conversations and withwhom are most relevant toyour current activity.What information (documents,emails, slides, etc.) are mostrelevant to the user or topicat hand.What calendar events,both past and present, aresignificant to you.By: Eric LaiWhat’s the Big Idea?With the dawning of the ‘Age of Awareness,’ collaboration is getting awhole lot smarter.
  7. 7. HeadOn77What’stheBigIdea?Issue1•2013
  8. 8. AvayaInnovations8Fortune 500 IT distributor SYNNEXCorporation announced in February it willbegin distributing and supporting Avaya’sunified communications products in the U.S.SYNNEX is a publicly listed 10,000-employee globalfirm with $10.3 billion in revenue in 2012.“I think it will be an exceptional opportunity toserve our partners and customers in this space,”Peter Larocque, SYNNEX president for U.S.distribution, told The VAR Guy blog. “There are a lotof changes going on in the data center. Compute.Storage. Networking. Video. Voice. Avaya reallycomplements the lineup that we have.”Avaya will “gain access to a variety of partnerswho are HP-centric and largely focused on serversand storage. Going into the voice world will benew for them,” Avaya Channel Vice President KarlSoderlund (pictured) told CRN magazine. “Thesepartners are now going to be able to move intothe VoIP side of the house and have support fromSYNNEX in training and enablement. This is verycomplementary.”It was probably no shockerthat at the one-year pre-anniversary of the startof the Sochi 2014 WinterOlympics, the temperature hit66 degrees Fahrenheit. Sochiis a subtropical beach resort,after all; it’s Russia’s answer toMiami or Cancun. But with thewestern Caucasus mountainsjust minutes away, it’s alsoRussia’s winter playground—at least when the weathercooperates.The weather may be out of thecontrol of Olympic organizers,but they are working closelywith Avaya, the officialcommunications vendor, tomake sure that TV signals,tweets, and telephone callsare all transmitted without ahiccup during next February’sgames. The network has beenundergoing real-world testssince December 2012, when itwas used for the world figureskating finals. Using AvayaVirtual Enterprise NetworkArchitecture (VENA) gear,the Avaya network will uniteall on-site sporting venues aswell as the athletes’ villagesto ensure that wireless andwired communications areavailable and smooth forOlympic workers, tourists, andtelevision viewers alike. Readmore: avaya.com/mag9@yourcustomers are#connectingdifferently :-)Are you? :-(Check out this interactive infographic oncustomer experience management:avaya.com/mag10NewsandEventsNews and EventsCredit: Sochi 2014 On Flickr.The weather may be out of the control of Olympic organizers,but they are working closely with Avaya, the official communicationsvendor, to make sure that TV signals, tweets, and telephone calls areall transmitted without a hiccup during next February’s games.Network-PocAlypseSochi 2014: ENSURING THERE IS NO Avaya Wins Major U.S.Distributor: SYNNEX#1 How customers connectMore customers are now connecting with businesses onl#1 How customers connectMore customers are now connecting with businesses online. 80% use email, 37% call.
  9. 9. Issue1•20139NewsandEventsWho’s Got the Lowest TCO forDesktop Video?Constellation Research compares five major desktop video providers: Avaya, Cisco,Polycom, Microsoft, and Vidyo. For each vendor’s offerings, the analyst provides anoverview of the solution, evaluating integration with call control, encoding technologies,scalability, network bandwidth computation, and the total cost of ownership for several usecases. Avaya is found to have significantly lower TCO for pervasive desktop video conferencingversus other UC vendors. Read more: avaya.com/mag25Assess Your BYOD ReadinessTake this quick online test to check if your organization is ready for theconsumer mobile invasion. Read more: avaya.com/mag267 CommunicationTrends for TodayFrom real-time analytics to the choice between private or public clouds,seven things that enterprises will need to confront this year. Read more: avaya.com/mag27Network InsightsResearch ReportEuropean IT pros share their views on the state of networking today, andwhat the future could hold. Read more: avaya.com/mag29˜˜ ANALYST: AVAYA A MAJOR PLAYER IN EXPLODING UCAAS MARKETThe market for unified communications as a service (UCaaS) is expected to grow from $2.52 billion in 2013 to $7.62billion by 2018, a compound annual growth rate (CAGR) of 25 percent, according to research firm MarketsandMarkets.This fast growth will be driven by video and collaboration solutions and enterprises deploying UCaaS on their existinginfrastructures. Avaya was one of the vendors named by MarketsandMarkets as a top player.˜˜ FROST & SULLIVAN: AVAYA WINS 2 ASIA PACIFIC AWARDSResearch firm Frost & Sullivan named Avaya the 2012 Asia Pacific Inbound Contact Routing Systems Vendor of theYear as well as the winner of the 2012 Asia Pacific Customer Value Enhancement Award for Self Services in ContactCenter. This is the second year Avaya has won the Inbound Contact Routing Award.˜˜ AVAYA APPOINTS NEW CIOFari Ebrahimi was appointed CIO for Avaya in February. Ebrahimi comes to Avaya from Verizon, where he was a seniorvice president and CIO of Verizon Services Operations and led a number of large-scale global initiatives. With morethan 20 years of experience working with leading organizations, Ebrahimi brings innovative and transformationalleadership that will help Avaya enhance its IT excellence throughout the entire organization.˜˜ EMEA NETWORKING ROADSHOW A HITAvaya’s EMEA Networking Roadshow hit 18 cities in Western Europe and the U.K. in January and February. Aimed atAvaya partners and customers in the SME space, the Roadshow drew more than 650 Avaya partners and customers.THOUGHT LEADERSHIP
  10. 10. HeadOn10AvayaInnovationsAvaya|Q3Quoted10News and Events: Quoted
  11. 11. 1111News and Events: SHOW US YOUR AVAYA!NewsandEvents:ShowUsYourAvaya!Instead of showing our products to them, we asked our customers to turn the tables on us and showus THEIR Avaya products. And boy, did they come through! View and “like” the collage on the AvayaFacebook page: facebook.com/avaya. There you can also check out Avayans doing the Harlem Shakeusing Avaya video conferencing.Issue1•2013
  12. 12. 12AvayaInnovationsNewsandEvents:EventsNews and Events: EventsMarc Randall, Senior Vice President ofNetworking, gives the keynote addressat the Avaya Technology Forum (ATF)in Orlando held Feb. 26–28. The showdrew more than 500 attendees, doublethe prior year, from 14 countries.Avaya’s Mark Fletcher (aka@Fletch911) interviews analystZeus Kerravala for the AvayaTechnology Forum podcast at ATF.A dance flash mob was one of thehighlights of the Dallas stop of theAvaya Evolutions roadshow on Feb. 6(on Twitter #AvayaEvolutions).Senior Vice President Gary Barnettand Senior Director Amir Hameeddemonstrate the Flare®Experienceunified communications app on iPad.Silicon Valley entrepreneur and authorGuy Kawasaki gave the keynote speechto an audience of more than 830.Avaya’s Mid-Market Director for India, Ajay Joseph,speaking at the Healthcare CIO Summit, whichattracted 40 of India’s leading CIOs on Feb. 7–8.The first five photos were shot by Avaya’sAndres Larranaga.Submit news and photos about Avaya eventsto Editor@Avaya.comPartnerConnection Day on January 31 in Mexico City drew353 attendees. On stage (left to right): Galib Karim, ManagingDirector of Avaya LATAM; Maggie Bautista, MarketingManager of Avaya LATAM; Karla Nussbaumer, PresalesManager of Avaya México; Rolando Alanis, Sales Manager ofAvaya partner Temsa; Roberto Ricossa, Marketing Directorof Avaya Americas International; and Arturo Vargas, ChannelManager of Avaya México.
  13. 13. Issue1•201313NewsandEvents:ComingEventsNews and Events: Coming EventsMay 14: Simplifying Contact Center Administration: Online: avaya.com/mag11June 11: Innovation Implementations (in Contact Center): Online: avaya.com/mag12Live From Avaya Technical Forum 2013!Avaya’s Mark Fletcher podcasts from Avaya’s premier engineering-focused conference.Online: avaya.com/mag13Over the Top NG911: Enterprise NG911 on the Legacy E911 NetworkSpeakers: Mark Fletcher, Avaya; Matt Serra, Rave Mobile Safety; Tim Kenyon, ConveyantOnline: iaug.orgSpeech Analytics Supercharged Quality Monitoring: Deliver Greater Efficiency WithoutSacrificing Customer ExperienceSpeaker: Dave Palmieri, AvayaOnline: iaug.orgMoving to the Cloud: Avaya-Esna Solution for Google Apps IntegrationSpeakers: Denise Gilardone and Gavin Lee, Avaya; Lee Ho, Esna TechnologiesOnline: iaug.orgVirtual Events/WebinarsDate Event Location For More InfoApril 18 Avaya PartnerConnection Day Los Angeles avaya.com/mag14April 25 Avaya PartnerConnection Day Minneapolis avaya.com/mag14May 6–10 Interop Las Vegas interop.comMay 15 Avaya Evolutions Bogota, Columbia avaya-evolutions.comJune 3–6 Partner Community Council (PCC) Orlando pccamericas.orgJune 3–7 IAUG CONVERGE2013 Orlando iaug.orgJune 12–14 Interop Japan Chiba interop.jpJune 12 Call Center CRM Demo & Conference Osaka callcenter-japan.comJune 13 Avaya Evolutions Mexico City avaya-evolutions.com
  14. 14. 14AvayaInnovationsSolutionssolutionsScopia®Elite MCU 6000Avaya’s new Scopia®Elite 6000 Series multipointcontrol unit (MCU) may offer the best bang for the buckon the market today for companies interested in doinghigh-definition video conferencing. And in these green times,the Scopia Elite’s energy-efficient ways also make sense forthe environment as well as the corporate bottom line.While it comes as a 1U rack-ready server, the Scopia Elite6000 uses a hybrid hardware/software H.264-basedarchitecture that supports up to 40 1080p/30 frames persecond ports, or 80 720p/30 fps ports. That beats bothhardware and software competitors:It also requires as little as one-quarter of the energy ofcompetitors’ MCU boxes:The result, says Telepresence Options’s David Maldow, “isthe scalability and flexibility of a software bridge, with thepower of a specialized appliance. In fact, it is arguably themost powerful MCU, at least in terms of resolution supportand capacity.”The Scopia Elite 6000 Series MCUs can support allstandards-based telepresence systems, including Cisco/Tandberg, LifeSize, and Polycom. It also supports personalvideo conferencing and BYOD via the Scopia Desktop andScopia Mobile applications.Source: Avaya.comPowerConsumption(W)Hardware MCUsScopia Elite6000PolycomRMXCisco MCU5300720p ports density per 1U 80 30 201080p ports density per 1U 40 15 10Software MCUsScopia Elite6000PolycomCollaborationServerLifeSizeUVC720p ports density per 1U 80 20 151080p ports density per 1U 40 N/A N/ASource: Avaya.com.Avaya Releases Video Network Readinessand Monitoring TooleVident is a new network monitoring tool from Avaya that willbe an invaluable aid to any IT manager expecting to increasetheir video traffic over the next several years. The softwarecan simulate video conferencing traffic to assess yournetwork readiness at low cost, monitor video traffic in action,and provide an analysis of the audio and video quality.Avaya Expands DevConnect SelectProduct ProgramAvaya has expanded its DevConnect Select Product Program(SPP) with the addition of solutions from 13 new and existingSPP partners. Each is available for order directly from Avayaand its channel partners in the U.S. and Canada, with delivery,implementation, service, and support provided by the SPPcompanies. Partners with new solutions include:Avaya’s DevConnect SPP has introduced 30 solutions since itsinception in May 2012.Avaya DevConnect Marketplace: avaya.com/mag20• CallCopy• DuVoice• FCS• Knoahsoft• Movitas• Mutare• NetIQ• OAISYS• ObjectTel• Phybridge• Symmetrics• Conveyant• RSIThe Scopia®Elite 6000 MCUIs Powerful—andPower-SippingAvaya eVident Monitoring
  15. 15. Issue1•201315It’s no surprise that complex technical issues arise intoday’s unified communications and advanced contactcenter environments with their multiple products,applications, and even vendors. But it’s an absolutewonder how the new Avaya Support Website (ASW) canhelp our clients and partners resolve issues faster andgain more control of their technology environment.New features of the ASW are revolutionizing how youobtain support. More efficient and effective than aphone call, these features help you quickly identifywhich product is the source of a problem and guide youthrough resolution. It is a true multimedia experiencefeaturing a personalized dashboard and the largest andmost powerful Avaya knowledge base ever. The ASWprovides assisted search, quick escalations, live chat, andtalk (coming in the near future) with our best agents overthe Web. It can save you valuable time and reduce theneed for call-backs, hand-offs, and other delays in theresolution process.Introducing AvaYour personalized ASW dashboard lists all of your Avayaproducts, displays your current and recently closedservice requests, and gives you exclusive access to thefull range of Avaya support resources.Whatever your support need, Ava, the Avaya supportavatar, is ready to help. Through Ava, you have immediateaccess to support information throughout the AvayaKnowledgebase, which offers articles and insights onknown solutions from the talented engineers who dealwith issues every day. Ava can also query the AvayaKnowledgebase for you to refine your search. And, inaddition to product information, Ava can also accesseducational content such as how-to videos, accessdownloads, and even help you order parts.If your exploration uncovers no known solutions, with justa click Ava will launch a Web chat with a live agent or,in the near future, a voice connectionvia Web Talk. Either way, you and theagent won’t be starting from scratch. Asyou’ve explored the extensive resources availablethrough the ASW, Ava has been assembling a servicerequest in the background, as well as cataloging thedocuments, video, audio, and other items you’ve foundin your browsing and search. The service request andcontextual content of your search are now available toyou and the agent as you choose the best channels andresources for troubleshooting and issue resolution.Urgent Need, Immediate ActionShould a full system shutdown occur, the Total ServiceOutage button is the fastest way to get help. Whenyou click on this button and provide the answers to afew short questions, a call to Avaya is initiated, andyou’re given priority in the voice queue for the AvayaEmergency Response team without leaving thecurrent Web environment.The ASW’s current rich capabilities are just thebeginning. Soon, Web Video will be an option, sorather than communicating via phone, chat, or WebTalk (via your tablet or PC), you’ll be able to see andinteract with Avaya experts through a rich videoexperience, leveraging the technology of Avaya OneTouch Video. Many other features are also in the worksto make the site and its capabilities accessible so youcan communicate with Avaya experts whatever way ismost convenient for you, all from the same robust Webenvironment. The new ASW from Avaya is all aboutgreatly improving your client experience and is availableto clients with an Avaya support agreement or throughyour Avaya authorized partner. For more informationon the ASW, visit support.avaya.com. Read more aboutAvaya One Touch Video: avaya.com/mag19SolutionsNew Website Includes PersonalizedDashboard, Web Talk, and TotalService Outage “ER” ButtonBy: Michael Runda, President of Avaya Client ServicesAvaya Support:Faster and MoreEffective Than Ever
  16. 16. AvayaInnovations16Head-On:TomMitchellHead-OnWhat’s it been like since you took over?It has been crazy busy, but crazy fun. I like being a part ofthe day-to-day action of driving sales motions, workingwith a team to put our strategies into action. And frankly, Ilove the sales experience, both the art and the science of it.It helps that I knew our sales and channel teams pretty wellalready, and could hit the ground running!What are some of the internal and externalchallenges that Avaya faces as it goes to markettoday? What kinds of transformations are in store forAvaya and its ecosystem in 2013?I believe there are two challenges we need to overcome tobe more successful. Internally, we need to focus on drivingour latest and market-leading innovations into our largeenterprise base. Every salesperson needs to be able toarticulate how Avaya solutions can make their customermore productive, more competitive, while reducing totalcost of ownership. Because that’s what our customerscare about.Externally, we need more coverage, so that any customerthat needs our solutions will be able to engage an Avayasales professional or a certified and highly trained partnerto obtain those solutions.What are the biggest strengths of the Avaya salesorganization and partner ecosystem today?Our Avaya sales organization is committed to customersatisfaction. They are Avaya in the eyes of the customer;this is the core of what they do. They hold the power tokeep customers loyal and it is an immense responsibilitythat our team embraces in every interaction. We also havean extraordinarily capable ecosystem of partners. In thefour years since we revamped our competency model, ourpartners have embraced our new training and it shows inour continually increasing customer satisfaction scores. Asan example, in the last two years alone our partners haveincreased their sales and design credentials by 78 percentand their service credentials by almost 300 percent.Customers want to buy from experts, and our Avaya salesorganization and channel partners are delivering thatexpertise consistently. That is an exceptional performancefor any sales community.How do you plan to help Avaya grow and becomemore successful?Avaya’s sales model is customer-centered and channel-engaged, which means that our Avaya sales organization isresponsible for understanding their market and identifyinga strong growth strategy. They need to continually assessRecently elevated Senior Vice President forGlobal Sales Tom Mitchell is a familiar face,having overseen Avaya’s channel partnerteam and its global sales strategy withsmall and medium-sized enterprises(SMEs) for the past three years. In hisfirst in-depth Q&A, Mitchell shares thechallenges and the changes ahead forAvaya and its global sales strategy.By: Eric LaiMakerMarket
  17. 17. Issue1•201317Head-On:TomMitchelltheir partner community and determine if they need torecruit or further develop partners in order to capture thenecessary growth while never losing their eye on customersatisfaction. And that’s exactly what we are doing: Avayaneeds to take market share and expand into new solutionareas. In order to do this, we need to have an optimalsales coverage strategy, and that includes our Avaya salesorganization, our partners, and the exploration of newroutes to market. It is very dynamic.What kinds of issues are you most urgently trying tosolve for the Avaya sales community today?My biggest challenge is how to reduce complexity andincrease the ease of doing business. To this end, I havechampioned many improvements that have already madeour processes simpler, faster, and more effective. Some ofthe highlights over the past nine months include:• The new sales and partner portal, which hasincreased sales productivity with a faster, easier, andmore intuitive portal.• New Quality Framework improvements haveintroduced more options and added free designsupport to effectively reduce the risk associatedwith new technology.• The ProServices Now Tool has reduced AvayaProfessional Services quote turnaround times by95 percent, ensuring faster customer response forAvaya and our partners.• Finally, the launch of content syndication created afree process that automatically delivers Avaya contentto partner websites in nine languages and acrossall theaters, so customers always receive the latestinformation from our partners.What words of advice would you offer to anyone whois interested in joining the Avaya sales community?I always encourage any sales professional or partner to bewith the best in the business. Invest in training for greatestcompetency and customer satisfaction, because this is whatis going to pay off in the long run.SMEs are a newish but fast-growing business forAvaya. How do we continue to accelerate?We have two imperatives that will grow this market. Thefirst is to ensure that we have broad market coverage,leveraging channel partners who know how to reachthese mid-sized customers.The second is to continue to develop a highly desirablesolution portfolio that stays two steps ahead of ourcompetition. We have an edge in this regard because, unlikemany competitors, Avaya has choices for small and mid-market customers. If a customer has sophisticated needs,our sales community has a sophisticated solution in AvayaAura®. If the customer’s needs are less complex, we havean IP Office solution that offers the lowest total cost ofownership in the industry. With its increased constructs, fasttime to cash, and lower investment thresholds, the mid-market will enable our sales community to reach the nextlevel of success.Personally, what Avaya products are you excitedabout and think customers and the Avaya salescommunity should be, too?In addition to Avaya Aura and IP Office, there are fourproducts that really get me excited: Scopia®videoconferencing, Aurix®Speech Analytics for boostingcustomer experience, the Identity Engines security toolfor BYOD, and our line of data networking solutions. All ofthese products deliver real benefits for the end customer,and they shift wallet share from our competitors to Avaya.That’s a combination I can get excited about.In addition to AvayaAura®and IP Office, thereare four products thatreally get me excited:Scopia®video conferencing,Aurix®Speech Analyticsfor boosting customerexperience, the IdentityEngines security tool forBYOD, and our line of datanetworking solutions.Tom MitchellFamily:My wife Lori and our two daughters,Kristin and Kayla.Favorite restaurant:Coconuts is a casual place near my homein Fort Lauderdale. I’ve never had abad meal at Coconuts.Vacation spot:The Exumas, which is a cluster of islandsin the Bahamas. You travel there bysmall boat which is always thrilling.Hobbies:Boating and skiing with friends and family.Leader you admire:I was fortunate enough to meetand spend some time with Colin Powell.I found him reasonable, decent, and humble.Last book read:Guns, Germs, and Steelby Jared Diamond.
  18. 18. 18AvayaInnovationsPartnerUp:MarkBrayanPartner UpHow far along are your clients in transitioning awayfrom simple VoIP to full unified communications?We have a lot of big Fortune 500 clients. All of them haveVoIP deployed, but most are moving toward UC to takeadvantage of its broader base of functionality. That’s wherewe come in, in terms of helping them manage that transitionand get the most out of that investment in UC. How far alongthey are varies, but they are all moving in that direction.What common challenges can switching to UC solve?It’s about improving communication and productivity. Forexample, one of our customers, a global bank, has officesin dozens of countries and teams that work across thoseoffices. Their UC system enables team members to see whois available at any moment in the day so they can schedulecalls and meetings very efficiently—without tedious emailping-pong to find a time that suits everyone. They relyon this feature every day, so it needs to be available andperforming, and this is where Prognosis comes in.Prognosis [IR’s IP telephony management solution]ensures that every part of the UC ecosystem is performingaround the clock so the teams can get on with their workand maximize their productivity.How interested are your clients in other SIPapplications, such as desktop and mobilevideo conferencing?Very interested. Another one of our customers, alarge technology company, is rolling out desktop videoconferencing to improve the effectiveness of remotecollaboration. The adoption of the service is heavilyinfluenced by the quality of the video. It’s not used if thequality is poor.By: Jude ChaoON THISIntegrated ResearchCEO Mark Brayanshares his prognosis.“One of our customers is a global bank with offices in dozens of countries.Their UC system enables team members to see who is available at any momentin the day so they can schedule calls and meetings very efficiently—withouttedious email ping-pong to find a time that suits everyone.”Integrated Research (IR) is a longtimeleader in unified communicationsperformance monitoring software.I asked Mark Brayan, managing directorand CEO of IR, an Avaya DevConnectpartner, about his views on the future ofenterprise communications.SIP
  19. 19. Issue1•201319PartnerUp:MarkBrayanMark BrayanWESTCON GROUPTO SELL, SUPPORTAvaya SCOPIA®Avaya Scopia®video conferencing gear will nowbe distributed by the Westcon Group. UnderWestcon’s GoldSeal Support program, Avayachannel partners lacking video expertise cantake advantage of Westcon to provide supportto end users.NET2PHONE SIP TRUNKING SOLUTIONNOW ‘AVAYA COMPLIANT’Net2Phone, one of the largest distributor-based VoIP providers in the world and an AvayaDevConnect partner, has made its SIP Trunkingsolution compliant with Avaya IP Office 8.1 andsupported for use with both IP Office 500 andIP Office Server Edition.IMAGO AND AVAYA SIGN DISTRIBUTIONDEAL FOR Avaya SCOPIAImago Group PLC, Europe’s largest videosolutions company, has been appointed byAvaya to continue distributing Scopia videoconferencing products in the U.K., Benelux,and France. Imago and its subsidiary, VideoCorporation, have longstanding relationshipswith Avaya.SCANSOURCE TO DISTRIBUTE AvayaProducts IN FRANCEUnified communications distributor ScanSourceCommunications has expanded its distributionagreement with Avaya to France. ScanSourcerecently began offering Avaya products toresellers in the U.K., Germany, Austria,and Switzerland.GROUP OF GOLD LINE SELECTED FORAVAYA DEVCONNECTOntario, Canada-based telecommunicationsfirm Group of Gold Line was selected tobecome a Technology Partner in the AvayaDevConnect program. Group of Gold Lineprovides SIP Trunking and prepaidlong-distance calling solutions.Congratulations to Avaya’s 2012U.S. Partners of the Year!»» Avaya Partner of the Year: Strategic Productsand Services (SPS)»» Avaya Services Partner of the Year: NACR»» Avaya Mid-Market Partner of the Year: MACSource Communications, Inc.»» Avaya Growth Partner of the Year: CBTS»» Avaya Networking Partner of the Year:Integration Partners»» Avaya New Partner of the Year: Carrier SMEBRAYAN IN BRIEFFavorite books?Servant Leadership by Robert K. Greenleaf;Meditations by Marcus Aurelius.Last great movie you saw?The Shawshank Redemption.Website you check every day?The weather. I ride my bike to work, so I always needto know.Favorite restaurant?Thai Naan, down the street from us in Sydney. Thefood’s great, we know the owners, and the kids arewelcome. I don’t think I could go and eat anywherethat I couldn’t take my kids.CHANNELNEWSWhat once-common call center and communicationsoptimization technologies do you see being phasedout over the next few years?The thing about UC is that it’s an ecosystem, so anythingthat doesn’t integrate or support that ecosystem is probablygoing to be phased out. There will always be point solutions,but they’ll also be integrated. Our monitoring tools haveto—and they do—support that whole ecosystem. The coolthing about UC is that there are a number of choices: video,voice, IM, email. That’s all part of the UC ecosystem, so it’sall going to get used, it all needs to work, and it all needs towork together. I can deliver a voicemail message by emailwith UC. Anything that’s not part of that ecosystem, we’llphase out.What’s in IR’s future?We’re about to launch Prognosis version 10, our multivendorUC management system. Version 10 includes a completelynew user interface and reporting engine. This versiondelivers more analytics and gives not only technical usersbut also business users all the information they need toget value out of those environments. We also have an iOSapplication for people to see how their systems are workingwhen they’re not in the office.
  20. 20. AvayaInnovationsAvaya|Q3BestofBlogs20For decades, consumers have run into problems with purchased productsor services from companies. As technology changed, the channels grew:written letter, telephone, and then email and chat. Customers want toengage with brands on their terms and via their channels. They do not thinkin terms of discrete channels when interacting with companies. They makeno delineation between contact channels, nor do they differentiate betweensales, support, or marketing; they simply see the larger brand.As social media grows, consumers’ use of it for support grows as well. Ofthe actionable tweets and posts a company receives, 80 percent are relatedto service and only 20 percent are about marketing, according to Forbes.The majority of companies are rolling out a customer service strategy forsocial media. Here are some recommendations on how to be successful.SOCIAL MEDIA:THE CUSTOMER SERVICE MEGAPHONEBy: Carl Knerr
  21. 21. Issue1•201321BestofBlogsBest of Blogs1. Go with speed. If employees can quickly address a problem, theycan prevent the complaint from becoming a public relations disaster.Rather than waiting to build the brand’s overall comprehensive socialmedia strategy, the contact center team should create a Twitter handle andtarget a few of their contact center agents to handle contacts. However,don’t establish a social media presence unless you are ready to listenand respond. Of the top 50 brands, 56 percent didn’t respond to a singlecomment on Facebook and 71 percent were unresponsive on Twitter.2. Selectively respond. It is important to evaluate the context of abrand mention and decide if it warrants a response. A one-off complaintabout the temperature in a company’s retail store does not deserve aresponse. However, a legitimate negative review of the company by ananalyst or customer should be addressed quickly.3. Prioritize responses. Given the cost to the business of customerchurn, one approach to prioritizing is to determine if the user is anexisting customer and focus on him or her. Another approach is to use theperson’s level of social influence. Such an approach would have helpedBritish Airways when Jayne Gorman, a travel writer, had to wait 13 hoursfor a response, leading her to write an article on the experience for TheHuffington Post. You don’t need to necessarily resolve an issue the way thecustomer wants it resolved, but what you cannot do is ignore them.4. Integrate with CRM and the contact center. Social mediainteractions can be more effective if you are able to match the online userto a customer in your customer relationship management (CRM) tool andprovide consistent work assignment. For example, Avaya’s Social MediaManager (SMM) acts as an analytical funnel for all brand mentions, feedingthe actionable items directly to contact center agents. Not only does thisimprove the workflow, but SMM filters out the 98 percent of mentionsthat don’t require action while also providing real-time and historicalreporting capabilities.5. Don’t be mistaken for a robot. Users of social media are not justthere to complain; they have joined these networks in order to socializewith other people. As such, your online presence must be humanizedas well. HootSuite, a maker of social media tools, has their social mediaowners introduce themselves and have a little fun at shift changes.6. Market your customer support. Expose your personality andyour value—don’t just respond to complaints. When you can show userswhere to turn if they have a problem, it helps to establish your brand asone that takes care of its customers.7. Don’t overcommit. The danger of using social media for marketingis that it may leave people too dependent on using technology to speak,while not allowing enough time to listen to customers. Social media is akey part of most companies’ strategy going forward, but it should not bethe lynchpin.“I think Jon has drawn an importantdistinction between service andexperience, specifically with respectto contact centers and IVR systems.I find that too many IVR systemsare designed from a perspective tokeep queue lengths short, withoutconsideration as to the amount oftime the customer spends usingthe system.”– Comment at “Customer Experience,Not Customer Service,” by Jon AlperinRead the blog: avaya.com/mag24“Best of Blogs” is curated by Avaya’s SocialMedia Manager Jaime Schember. Read usat avaya.com/blogs, follow us on Twitter at@Avaya, and like us on Facebook.‘TEN SCOPIA®ADVANTAGES:DRIVING FASTER ROI ANDREDUCED TCO’By: ROBIN RAULF-SAGERScopia®video conferencing justworks—from virtually anywhere,anytime, over any network and on anydevice. But why does Scopia work sowell? Robin explains why, and how thathelps organizations achieve faster ROIand reduced TCO.Read the blog: avaya.com/mag21‘THE BEST OF BOTH CLOUDS’By: PAT PATTERSONIf you’ve checked out the “SevenCommunications Trends For 2013”white paper, you know that the cloudis ready for business. But which cloud:public, private, or both? The answerdepends on whether you are a smallbusiness, a heavily regulated Fortune500 company, or one that doesn’t viewIT as a core competency.Read the blog: avaya.com/mag22“Seven Communication Trends for2013”: avaya.com/mag23The BESTof the Rest
  22. 22. 22AvayaInnovationsUnifiedCommunicationsCaseStudy:BCHydrocase studyAVAYA powers BC Hydrowith Avaya Aura®communication managerProviding energyto 1.8 millionBritish Columbians,Crown Corporationturns to Avayato update agingtelephoneinfrastructure.Products:–– Avaya Aura®CommunicationManager–– Avaya Aura®Session ManagerThe BenefitsEnable mobile employees to be reached anytime,anywhere.Flexible, easy “hot desking.”Easier, lower-cost management.theChallengeWhen someone in British Columbia startstheir day with a coffee and the morningnews, they’re not just turning on the coffeemaker and the television; they’re turningto BC Hydro to provide the energy thatpowers their daily lives. Operating 57,648kilometers of distribution lines and 900,000utility poles, BC Hydro serves 1.8 millioncustomers—most of whom only realizehow essential the service is when a powerinterruption occurs.A vital part of running BC Hydro’soperations safely and efficiently forcustomers is a reliable telephone system tofacilitate communications throughout theentire organization—from Prince Rupertdown to Penticton.So when the technology support serviceoffered on BC Hydro’s existing Nortelphone system was coming to an end, theteam knew they had an important choiceto make: Replace their 15-year-old systementirely and install a new one from theground up, or upgrade and migrate to amore current platform.“There is no doubt, we were facingchallenges,” says Adam French,telecommunications delivery manager ofBC Hydro. “We knew that our system wasquickly reaching the end of its life cycle, andwe had to implement a solution that wouldbe cost-effective while improving our abilityto provide British Columbia residents withexceptional service.”
  23. 23. Issue1•201323UnifiedCommunicationsCaseStudy:BCHydroUnified communicationsSolutionWith cost-effectiveness a top priority, BC Hydrochose to upgrade their existing system over time usingAvaya’s world-class telephony solution, Avaya Aura®Communication Manager.Avaya Aura Communication Manager is anopen, extensible IP telephony platform thatcan be deployed as an IP PBX, a SessionInitiation Protocol (SIP)-only environment, or ahybrid platform that supports both SIPand non-SIP environments.Switching more than 10,000 phone lines at200 sites is no small task. At the heart of thesolution is Avaya Aura®Session Manager, whichcreates a geographically redundant call server inBC Hydro’s primary data center.The SIP system gives BC Hydro employees the flexibilityto have their phone number and office extension followthem wherever they go. Employees can be reached in theoffice on their desk phones or on the go through VoIPsoftphones available on their laptops and mobile devices.“Avaya’s system has really transformed how our ITdepartment—and BC Hydro—conducts business,” saysFrench. “Avaya has allowed us to better manage our time andfocus on other core competencies.”BenefitsSimplicityBecause BC Hydro is a large company with a substantialworkforce, employee movement is a reality for theorganization. Consequently, the IT department must ensurethat 6,000 full-time staff and contractors with companyphones have reliable working access to the telephone system.“On the old platform, we had to program all changes andsend a technician to a person’s desk to physically move thephone if the person was switching locations,” says French.“Now our employees can move desks easily without us; allthey need to do is log in to the phone at their new desk,and they’re still accessible at the extension they wereoriginally assigned.”The Avaya solution makes it very easyfor IT to relocate people inBC Hydro’s new telephonesystem as needed.FlexibilityIn just a short time,BC Hydro’s newtelephone systemis providing itsemployees with awhole new levelof flexibility andmobility. As a resultof implementing AvayaAura CommunicationManager, workers aremore efficient and happiernow that they can take theircalls anywhere, anytime.“We’ve received lots of positive feedbackfrom employees about the features of our new system, andwhat it allows them to do,” says French. “The ability to syncup your desk phone to your cell phone and your laptop,and take calls however you wish, has offered many of ouremployees more freedom—especially those in the field.They’re not tied to just one particular device anymore.”EfficiencyBC Hydro’s new phone system is also allowing resourcesto be put to better use. Because of the system’s efficiency,BC Hydro has streamlined its IT processes and operations.“It used to take five employees to manage the phone systemwe had in place before; now it’s a two-person job,” saysFrench. “Members of our IT department have been able tofocus on other areas. It’s a much better system than what wehad, and it has made our jobs a great deal easier.”“We’ve received lots of positive feedback from employees about the features of ournew system and what it allows them to do. The ability to sync up your desk phone toyour cell phone and your laptop, and take calls however you wish, has offered many ofour employees more freedom—especially those in the field. They’re not tied to just oneparticular device anymore.”—Adam French, Telecommunications Delivery Manager, BC Hydro
  24. 24. AvayaInnovations24VideoCaseStudy:RenownHealthcase studyProducts:–– Scopia®Elite 5230 MCU–– Scopia®PathFinder Firewall Traversal–– Scopia®VC240 Executive Desktop Systems–– Telemedicine solution incorporating Scopia®XT1200 systems–– Enovate telemedicine cart–– Peripherals from GlobalMedBackgroundRenown Health is northern Nevada’s largest integrated healthnetwork and a nationally recognized healthcare leader.Based in Reno, Renown serves a 17-county region comprisedof northern Nevada, Lake Tahoe, and northeast California,including two California Department of Corrections andRehabilitation (CDCR) facilities.Because the region has a highly dispersed rural population,access to medical specialists previously required patientsto travel to urban centers of excellence. This caused unduestress and incurred costs for patients already dealing withsymptoms associated with an acute, chronic, and/or complexmedical condition. It also caused delays in the delivery of careand had the potential to negatively impact patient outcomes.Kirk Gillis joined Renown Health in 2007 to develop newhealthcare programs for underserved patient populations inthe region. In early 2011, Renown launched a telemedicineinitiative to affordably and effectively deliver high-qualitymedical care to patients in rural healthcare communities.The telemedicine network envisioned by Gillis requiredbuy-in and investment from a number of stakeholders inorder to succeed. Together, they developed a program calledR-TeleMed, enabling highly skilled physician specialists inReno to consult on the evaluation and treatment of patientsin outlying areas.RENOWN HEALTH DELIVERSTELEMEDICINE CARE WITHAvaya SCOPIA®Videoconferencing SOLUTIONSA nationally recognizedhealthcare leaderimproves the patientexperience anddrives down costswith Scopia®videoconferencing solutions.The BenefitsRural patients receive care from their primarycare provider while benefitting from theknowledge and expertise of urban specialists.Patients save time and money by reducing theneed to travel to urban facilities for treatmentand follow-up appointments.Rural physicians receive training fromurban specialists.
  25. 25. Issue1•201325VideoCaseStudy:RenownHealthvideoAffordable, InteroperableTelemedicine Poised for GrowthRenown set out to find a solution that wascost-effective and also interoperablewith the region’s existing telemedicineinfrastructure. They evaluated solutionsfrom a number of video conferencingvendors including Cisco (Tandberg)and Polycom. According to Gillis, “TheAvaya solution delivered the biggestbang for the buck.” Gillis says thatAvaya offered efficiency and a quickreturn on investment.The program is expanding rapidly.Renown has a goal of adding threerural healthcare communities and threeurban specialists to the program every 90days over the next two years; it is currentlyon track to reach its goal of 25 rural healthcarecommunities and 35 urban medical specialties.Because Renown consults with two correctional facilities innortheast California, the telemedicine platform for R-TeleMedhad to interoperate with CDCR’s existing systems. Avayaoffers full interoperability with all standards-based video,enabling Renown to deploy it without jeopardizing CDCR’sexisting investments.A Different Way of Delivering Quality CareDelivering healthcare over video is not necessarily new, butfor those who have not used telemedicine before, there is alearning curve.“It’s not simply ‘medicine as usual,’” says Toni Muetze, an ITproject manager. “We help our clinicians and our patientsunderstand the etiquette involved in a telemedicine visit. Wealso train the rural practitioners on howto effectively use peripherals (e.g.,a stethoscope) so that the visitgoes smoothly and there’sno confusion on either sidewhen we want to examinea patient via videoconferencing. Theresult is a visit that flowsjust as naturally as anin-person visit.”Muetze adds, “And ourprogram works. Werecently had a doctornew to the program saythe visit was as effective asif the patient had been in thesame room sitting across thetable from him. The audio andvideo quality is crystal clear, whichenables a very natural interaction.”A Workable Solution for EveryoneThe R-TeleMed program is designed with the “Three C’s” ofcare in mind.Consultative Care–Patients and primary care providers inoutlying rural communities can consult with highly skilledphysician specialists to assist with the evaluation, diagnosis,and treatment without needing to travel to Reno. Mostdiagnostic testing and follow-up care can conveniently becompleted in the patient’s home community.Collaborative Care–R-TeleMed connects primary carephysicians with specialists, expanding services availablein outlying communities. The primary care physician andspecialist work together to diagnose and treat most medicalconditions, while offering improved convenience for bothpatients and physicians.Continuity of Care–If the patient’s condition requirestreatment that exceeds the capabilities of their localcommunity, the primary care physician can transfer thepatient’s care to the consulting specialist who has beeninvolved with the patient’s care. This allows better continuityof care, eliminates additional costs and delays, and expeditesthe patient’s medical care and recovery.A Secure Network That Protects PrivacySecurity and protecting patient information are ofthe utmost importance. According to Gillis, “We encryptall our data to protect privacy. One of the things that reallystood out with the Avaya team was their ability to work withus to put extra security measures in place—so that both thenetwork and the endpoints are ultra-secure. They went aboveand beyond to satisfy not only our requirements, butalso CDCR’s.”Video conferencingplays a key role in ourR-TeleMed program, andthe promise of a fullyintegrated voice, video,and data offering willsimplify our IT decisionsmoving forward.–Kirk Gillis, Vice President,Renown Health
  26. 26. 26AvayaInnovationsVideoCaseStudy:RenownHealthLooking ForwardAs Renown Health expands the R-TeleMed program, theyare looking into adding mobile video conferencing so thaturban specialists can provide care regardless of location—forexample on their iPads when they are moving about ina hospital environment. In the meantime, Renown isimproving access to care for patients throughout theirregional service area.Gillis says, “The goal of our program is about improvingaccess, quality and healthcare costs in rural communities.We don’t generate revenue from the program itself, but ofcourse we aim to provide the best possible care. When ourrural patients require treatment only offered in an urbanhealthcare community, we want them to choose Reno andRenown Health.”• U.K. MEDICAL PRACTICE TRANSFORMS CONTACTCENTER WITH IP OFFICEFor Frome Medical Group, deploying Avaya IP Office500 with the aid of Avaya channel partner IPOffice Ltdhas improved communication with its 37,000 patients.Callers to the new contact center get their callsanswered and appointments made more quickly.• DUTCH UNIVERSITY REPLACES CISCO SYSTEMWITH AVAYA AURA®The Hogeschool van Amsterdam, also known asthe Amsterdam University of Applied Sciences, hasreplaced its Cisco communication system with AvayaAura for its 3,000 employees. The Hogeschool will alsodeploy Avaya’s contact center software.• U.S. CITY CUTS COSTS, IMPROVES SERVICES WITHAVAYA NETWORKThe city of Taylor, Michigan has adopted a newAvaya data network that slashes maintenance costsand boosts services to city workers and residents.Fourteen city buildings are now linked in a secure,reliable campus data network enabled by AvayaEthernet Routing Switch 5000 Series, 4000 Series,and 3000 Series, and Avaya Wireless LAN 8100 Series.Four Avaya IP Office systems are linked to form aseamless, collaborative communications infrastructure.A Fax over IP application from MultiTech, an AvayaDevConnect Technology Partner, also allowed Taylor toeliminate a mountain of fax machines and the phonelines supporting them.• NONPROFIT BOOSTS SERVICES WITHAVAYA IP OFFICE, PARTNERFamilyMeans deploys call reporting softwarefrom Avaya DevConnect Technology Partner XimaSoftware to analyze its calls. That’s boosted theagency’s customer satisfaction, cut staff costs, andhelped FamilyMeans save a significant donation, too!• STRONG, STABLE NETWORK UNDERPINS SYDNEYADVENTIST HOSPITALThe busy Australian healthcare organization upgradedits network to Avaya technology, including AvayaEthernet Routing Switch 8600, Avaya Virtual PrivateNetwork Gateway 3050, and Avaya Virtual ServicesPlatform (VSP) 9000 core switches.• TOP 5 GLOBAL ENERGY TRADER USES AVAYAAURA®SIP TECHNOLOGYA leading energy trading firm is using the iTurret IPtelephony solution from Avaya DevConnect TechnologyPartner Speakerbus. iTurret is tightly integratedwith the Avaya technology, including Avaya Aura®SIP Enablement Services, Avaya Aura ApplicationEnablement Services, and Avaya S8300 Server withG450 Media Gateway. Installed in four months acrossthree locations, the solution has “exceeded” thecustomer’s expectations.Learn more: Avaya.comCUSTOMERNEWSThe Avaya solutiondelivered the biggestbang for the buck.– Kirk Gillis, Vice President,Renown Health
  27. 27. Issue1•201327How-ToHow-ToWainhouse Research has identified several product ortechnology elements that are key to choosing anddeploying a personal video conferencing solution. Keepingthese factors in mind will help any enterprise avoid thefailures of the past (wherein personal video conferencingnever took hold) and will enhance the customer’s probabilityof reaching desired outcomes.1. Ease of use and ultra-high reliability. Everyonefrom senior staff to knowledge workers like productmarketing managers understands that if a solution werenot intuitively obvious and highly reliable, it would notbe adopted permanently. For sensitive sales situations orfor B2B calls, a video conferencing solution simply has towork, and has to work every time. Most enterpriseprofessionals today are familiar with the virtual meetingroom paradigm: calling in to a virtual meeting room. Anynew video conferencing solution should support thisfamiliar mode.2. Freely distributed client that is supported on awide variety of devices. In order to support internalcalls as well as calls to customers, external partners, andsuppliers, a video solution should be freely distributedand available on Windows, Mac OS, iOS, and Androiddevices at a minimum. The solution also needs to be ableto traverse firewalls when necessary. Bring your owndevice (BYOD) is now a fact of life and any consideredsolution should accommodate this trend.3. Anywhere, anytime conferencing. While a freeclient makes possible “anyone” conferencing, “anywhere,anytime” is best served by an always-on virtual room(meet-me bridge) offering. Other important featuresinclude network address translation (NAT) and firewalltraversal and click-to-connect conferencing supportedby automatic client downloads.4. Interoperability with industry-standard roomvideo conferencing systems. Many conferencerooms, both inside and outside any enterprise, arevideo-enabled with H.323/SIP room systems from Cisco,Polycom, and others. It is important that any personalsystem deployed is able to communicate with thesesystems for voice, video, and data/content-sharing.Interoperability adds value to all who enjoy that status.5. High-definition (HD) video. Consumer products haveintroduced nearly everyone to the benefits of HD (720p)video. Knowledge workers today want collaborationsessions that do not sacrifice video quality and thatenable remote communications to substitute forphysical meetings.6. Support for both scheduled and ad hocconferences. While room systems are generallyused in a scheduled environment, personal systemsare increasingly being used to launch ad hoc orreservationless calls.7. Recording and streaming capabilities. Noteveryone can attend every meeting at the scheduledtime. Recording sessions enable archives to be playedback at times and locations convenient to individuals.8. Superior infrastructure architecture. To support aworldwide deployment, the conferencing system shouldbe based on an IP architecture that supports distributeddeployments, redundancy, and remote management.Interfacing with corporate directories is highly desirable.9. Continuous presence multipoint calls. This is veryimportant for team, staff, and department meetings. Withan infrastructure that supports continuous presence calls(often dubbed “Hollywood Squares”), all the participantsgenerally can have their video displayed at all times. Thismakes meetings seem more natural than voice-activatedswitching where only the current speaker can be seen.Support for continuous presence is essential for anymeeting involving more than two endpoints.10. Encryption. Information workers are often called intomeetings at non-regular hours with others whomay be many time zones away. Being able toconference from home with encrypted media isan important consideration.In addition to these “technical” factors, Wainhouse Researchbelieves that deployment scale is also a critical factor. Ifvideo-enabled users can call only a small number of theircolleagues (or only a limited number of devices), then videowill never become a mainstream communications mode, andthe full range of benefits will never be achieved. Metcalfe’sLaw, which states that the value of the network is dependenton the number of endpoints, is highly applicable in the caseof personal video conferencing. Limiting desktop video tosmall numbers of users relegates visual communications toa silo, prevents usage from becoming pervasive, and is animportant factor in limiting success.Andrew W. Davis is an analyst and senior partner atWainhouse Research. This is an excerpt from a recentWainhouse Research white paper sponsored by Avaya.Wainhouse Research is an independent market research firmthat focuses on critical issues in the unified communicationsand rich media conferencing fields, including applications likedistance education and e-learning.HIGH-DEF AND HIGH AVAILABILITYTEN STEPS TO MAKING PERSONAL Video conferencing SUCCEED AT YOUR COMPANY,ACCORDING TO WAINHOUSE RESEARCHBy: Andrew W. Davis1.
  28. 28. AvayaInnovationsHeadOn28COVER Story28CoverStory-Research&DevelopmentAvaya|Q3Lean,MeanResearchMachineBy: Eric LaiAvaya Labs Research Is Inventingthe Future of How We WorkAvaya Labs Research is a studyin contradictions. Its roots—andmany of its scientists—weredrawn from the renowned BellLabs. Yet, its founder and manyof its star researchers openlyextol the ways that Avaya Labsruns differently—and better—than Bell Labs, originally theR&D division of AT&T. Its small50-person team is based inAvaya’s suburban New Jerseyheadquarters, far from thehigh-tech hotspots of SiliconValley; Cambridge, England; orTokyo. Yet, since its founding 12years ago, Avaya Labs Researchhas consistently punched wellabove its weight, publishingpapers and winning patentsat a rate that would makemany larger universities andcommercial vendors envious.
  29. 29. Issue1•201329CoverStory:Research&Development29Issue1•2013And here is perhaps thebiggest contradictionabout Avaya Labs:Despite excelling atthese traditionalmeasuresof researchproductivity,Avaya Labs’founder andlongtime president,Ravi Sethi, insiststhat his team bejudged by an additionalmetric: how much theirresearch creates and advancesAvaya’s products.By that measure, Avaya Labs has alsoperformed exceedingly well. Many ofAvaya’s most cutting-edge productsin the areas of social media, analytics,unified communications, mobile videoconferencing, and network diagnosticsowe their genesis to Avaya Labs.Achieving these disparate, almost-conflicting goals is the result of thepragmatic, collaborative culture thatSethi has created. “We’ve got world-class people and we’re attunedto the company’s needs,” he says.Power in the PeopleA noted computer scientist with a Ph.D.from Princeton University, Sethi is a24-year veteran of Bell Labs who rose tohead one of its three research divisionsduring the 1990s. When Sethi joinedAvaya in 2000 to create Avaya LabsResearch, he had some firm ideas aboutwhat he wanted to change about theBell Labs model and what he wantedto keep.One thing he insisted on keeping wasquality people. 70 percent of AvayaLabs’ staff have Ph.D.s. Two-thirdsactually started their careers at BellLabs before being wooed by Sethi tojoin Avaya Labs, which organizationallysits in the Applications and EmergingTechnologies division led by Senior VicePresident Brett Shockley.Sethi also had firm ideas about theculture. “Much of the oldBell Labsdidn’t haveexperience in hownew technologygot to product.Their prioritieswere in otherareas,” saysVal Matula,Avaya Labs’head ofmultimediatechnology research andhimself a 13-year veteranof Bell Labs.Sethi puts it morediplomatically.“We measure oursuccess not by ideageneration, but byideas that make itall the way throughthe pipeline tocustomers. We didn’tdo this at Bell Labs.”For instance, Avaya’s Flare®Experience for communicationsapplications was developed by threeLabs researchers: Birgit Geppert, FrankRoessler, and Trung Dinh-Trong. Ratherthan transferring development of theuser experience to a business unit, thetrio became part of the Flare teamfor two years in order to build thefinal product.Some bosses wouldinstinctively guardtheir headcounts,but Sethi hasno problemssharing hisstaff, sayingit’s better forthe companywhileprovidinggreatersatisfaction forthe researchersthemselves.“Researcherswill go to great lengthsto make sure their ideasget implemented,” he says.From Seedsto SproutBengi Karacali-Akyamac confirms that.“One of the things I’ve liked aboutbeing at Avaya for the last 12 years isseeing my work get used by the productgroups,” she says. “That doesn’t happenoften at other research labs, whetheruniversity or commercial.”A networking expertwith a Ph.D. fromNorth CarolinaState University,Karacali-Akyamac hashad good luckin this regard.Her firstproject afterjoining Avayain 2001 wascreating an application for analyzinghow ready an enterprise’s network is foradopting IP telephony.According to her boss, Data AnalysisTeam Director Jim Landwehr, AvayaLabs’ researchers realized that as IPtelephony started to take off,existing tools would notprovide all the datain one place to beeffective. Karacali-Akyamac, alongwith AvayaLabs scientistsLorraineDenby, JeanMeloche, andother Avayaengineers,developedan applicationthat was ableto diagnose IPtelephony problemswithout using conventional,less-efficient “packet sniffers”and server software. This applicationmorphed into ExpertNet™, which eventoday is used alone or by Avaya’sProfessional Services team to optimizeaudio and video performance ona network.More recently, Karacali-Akyamac hascreated an app for analyzing video chatquality for mobile devices or PCs. Theapp analyzes the movement in the facesof the participants and estimates thevideo delay between them. Karacali-Akyamac says her prototype hasalready proven itself accurate under awide variety of simulated conditions.Such a lightweight, real-time tool foranalyzing video quality could helpensure that Avaya’s desktop and mobilevideo conferencing products deliver anenterprise-class experience superiorto consumer apps like Skype andFaceTime.This exemplifies theorientation of the Labs:practical innovationconducted by someof the top minds inthe world as theykeep their eyes onthe prize—solving thereal-world problems ofbusiness collaboration.Heinz TeutschRavi SethiAvram Levi
  30. 30. 30AvayaInnovations30CoverStory:Research&DevelopmentAvayaInnovationsOne SIP at a Time Creates an Oceanof AcceptanceAvaya Labs’ output has also changed Avaya’s productroad map or strategy. Take Session Initiation Protocol,or SIP, the digital protocol for transmitting voice, video,and data on the same line. WhenAvaya Labs researchersfirst demonstrated SIPin 2001, there weremany skepticswithin Avaya who,according to Matula,“did not view SIPas the wave ofthe future.”The SIP demos thatwere put together byAvaya Labs’ researcherswon the day. By 2004,Avaya had launched its firstSIP products. Today, virtually allits modern communications products are based on SIP.In another instance, Avaya Labs helped save thecompany tens of millions of dollars. VoiceXML is astandardized scripting language now used by manyautomated interactive voice response (IVR) softwaresolutions to interpret spoken words and commands.Avaya didn’t have any VoiceXML technology at onepoint, and according to Sethi, senior leaders wereevaluating possible acquisitions. Starting with free,open-source software, Avaya Labs quickly put togethera VoiceXML system that it demonstrated to executives,proving that they could build a working system quicklyand inexpensively in-house.Keeping the Patent Office BusyWhile Avaya Labs may be less pure “R” and more apragmatic blend of R&D, there is still plenty of basicresearch being done. Collectively, Labs researchershave filed for more than 500 patents, with individualresearchers like Dorée Duncan Seligmann having filedWhere ElseInnovationLives At AvayaR&D isn’t limited to Avaya Labs.All told, Avaya employs 3,000engineers globally. The best andbrightest engineers are honored with thetitle Distinguished Engineer. The mostrecent 2012 class of seven DistinguishedEngineers accounts for more than 267U.S. and international patents andpatent filings.Avaya also has specialized R&D teams. Take the VIPER(VoIP Exploit Research) Lab (viperlab.net). Acquiredwith the purchase of Sipera Systems in 2011, VIPER’sresearchers are well known for their communicationsthreat expertise as well as the tools they offer fordetecting hacks and malware directed at UC systems.That has enabled VIPER to maintain its statusas a well-respected, neutral member of thesecurity community.All told, Avaya invests nearly one-fifth of itsproduct revenue on R&D—higher than most othercommunications vendors (Microsoft and Cisco investabout 12 percent and 14 percent, respectively). It’s been agood return on investment: Avaya released 57 internallydeveloped products in 2012. As a multinational company,much of this R&D is taking place outside of the U.S. InIndia, where Avaya employs 800 engineers and scientistsin Pune and Bangalore, the engineers have contributedsignificantly to Avaya’s latest-generation productssuch as Avaya Aura®, IP Office, and contact center andnetworking gear. “They pretty much touch the entiregamut of our portfolio,” says Ram Kashi, research directorfor Avaya Labs in India.Indian engineers and researchers are also workingon cutting-edge problems. For instance, Avaya Labsresearchers in India have built working prototypes ofcommunications and call center applications using anext-generation technology called WebRTC, says Kashi.These apps run through a Web browser and are botheasier for developers to build and easier for end usersto access and use, he says.Like Avaya Labs in the U.S., researchers are also drivenby practical problems. At the request of a customer,researchers have built a “Priority Paging Engine” toquickly send/receive high-priority audio to presetgroups of employees. They are also working on waysto make Avaya communications software and phoneseasier to use for users with visual, speech, or physicalimpediments, such as boosting audio quality on demandand providing different input methods. “We like to findpain points that we can address,” Kashi says.We measure our successnot by idea generation, butby ideas that make it all theway through the pipeline tocustomers. We didn’t do thisat Bell Labs.–Ravi Sethi, President, Avaya Labs Research
  31. 31. Issue1•20133131CoverStory:Research&DevelopmentIssue1•2013for more than 100 (and been granted 47 in the U.S.alone, including her most recent one enablingcontact center agents to monitor socialmedia like Facebook).Others have focused onpublishing. Networked SystemsResearch Director AnjurKrishnakumar and DataAnalysis Team Director JimLandwehr have authored45 and 60 journal articles,respectively.Sethi himself has published amajor textbook while runningAvaya Labs. To date he haspublished more than 50papers and textbooks and isan ACM Fellow.Their productivity has been noted. Inan influential 2007 ranking of the top 50software engineering institutions published in TheAssociation of Computing Machinery’s flagship magazine,Communications of the ACM (CACM), Avaya was rankedsecond among all commercial (non-university or government)institutions, trailing only IBM Research, which employs morethan 3,000 scientists and engineers. Audris Mockus, an AvayaLabs expert on software quality, was ranked ninthamong software engineering researchers.But few can match Colin Mallows. TheEnglish émigré, who graduated with hisPh.D. in statistics from the Universityof London in 1953, has publishedmore than 200 papers. Mallowsis best known within his field forinventing the formula “Mallows’Cp” in 1973. Tens of millions ofbusiness and MBA students—including this writer—haveused the formula to assess howwell a model fits its sampledata. But Mallows is also wellknown for his work in the 1990sat AT&T Labs, where he helped thefederal government enforce post-telecommunications deregulation laws.He is a winner of the statistics profession’stop honor, the Wilks Memorial Award.The day after Mallows retired from AT&T (on Halloween2000), he joined Avaya Labs on a part-time basis. Now 82,Mallows is in his 57th year as a researcher and, in his words,“still going strong.”Ajita John Valentine Matula Dorée Duncan Seligmann
  32. 32. AvayaInnovations3232AvayaInnovationsAhead ofthe CurveAvaya Labshas quietlyinnovated intrendy areas,too. As early as2006, Matula’steam wasdemonstratinghow to enablecontact centeragents to easily chatwith customers byvideo. That led directlyto Avaya’s current OneTouch Video solution,which, in Matula’s words,provides the closest thingto “over-the-counter customerservice” possible.Another example is in social media. “We kneweven back in 2005 that Facebook was going to be importantfor business,” says Seligmann, another Bell Labs veteran whodirects the Labs’ collaborative applications team. Led byReinhard Klemm, they built a phone app into Facebook in2006 to, in Seligmann’s words, “show you could bring unifiedcommunications into Facebook, and bring Facebook to yourcontact center.”That early research eventually spawned today’s Avaya SocialMedia Manager. Combining social media smarts on the frontend with big data-style analytics on the back end, Social MediaManager smartly sifts through millions of posts on Twitter,Facebook, and blogs to find the customer complaints andcomments with the most urgent need for responses by contactcenter agents.From the beginning, the Avaya Labs team has been a trailblazerin trying to make software not only easier to use, but—much likea personal assistant—actually able to predict what users need.Called “awareness,” this technology leapfrogs past the passivepresence information that is the state of the art today (see“What’s The Big Idea?” on p. 6). Awareness engines will enablecollaboration software to automatically open the latest versionsof relevant documents when a co-worker calls, or mine emailthreads, internal document repositories, and the Web to providebackground information relevant to a person or event.What the Future HoldsSeligmann’s non-traditional background (she studiedanthropology at Harvard and worked as a theater director forseveral years before earning her Ph.D. in computer science atColumbia) helps her and her team stay on the cutting edge ofthe fast-changing collaboration field. Her team members,Ajita John, Mike Sammon, and Klemm, are exploring howto accelerate analysis of recorded conversations, whetherJoe HallCoverStory:Research&Development
  33. 33. Issue1•201333Jim Landwehr33Issue1•2013interactive 3-D multimediacan improve audio andvideo search, and howto give consumers easieraccess to customerservice via widgetsembedded in the socialnetworks that they use.Data analysis researcherssuch as Lorraine Denby,Wen-Hua Ju, and Pat Tendickare linking analysis of recordedcustomer service phone calls with thetracking of the speed and outcomes of thosecalls in order to figure out what agents are doing right—andwho may need more training. And they are trying to do thisanalysis in as close to real time as possible.“You see the phrase ‘big data’ being thrown around all overthe place. We do that, too, but we want to put it in context,so you don’t have to end up throwing hardware at a problemjust to avoid getting lost in your data,” Landwehr says.The goal is to give businesses the ability to search andglean findings from their audio and video calls as easily asindividuals can search the Web with Google today.More traditionally, Avaya Labs is also working on smartdirectional microphones that pick up only the sound ofthe voice of a single contact center agent, rather thanconversations from nearby agents. These could replaceexpensive, breakable headsets for contact center agents.Agent headsets cost $100 and up; when used in a call centersetting, they need to be replaced once or twice a year.That exemplifies the orientation of the Labs, though: practicalinnovation conducted by some of the top minds in the worldas they keep their eyes on the prize—solving the real-worldproblems of business.“We don’t do any ‘Big Bang Theory’ type of research here,”Matula says. “There are few speculative projects unrelated insome way to communications. Instead, we focus on where wecan move the needle.”SLA MonitorSocial Media ManagerAvaya Aura®Experience PortalAvaya Aura®Conferencing9600 SIP phones andone-X®CommunicatorSES (SIP Enablement Services)Avaya One Touch VideoEVAT (VoIP network assessment)Network performance toolLets contact center agents engage smartlywith customers via Facebook, TwitterOrganizes multiple communication channelsfor contact centerSmartConferencing feature lets users easily tag,search, and play back audio and video Avaya’s most powerful, easiest-to-usephones todayDeveloped foundation for Avaya’s SIP roadmapEnables contact center agents to video chatwith customersUsed by Avaya Professional Services to assess1,000+ enterprise customers a yearAvaya Labs Research’sbiggest hitsProduct what it does CoverStory:Research&Development
  34. 34. 34Trend:CustomerExperienceAvayaInnovationsSocialMediaCustomer Servicesuccessfuturehttp:messageconfidencecontactbrandlikessite multichannelfansfeedbackInternetbusinesscarequalitycommunityonlinewww.SupportTwitterorganizeloyaltyuserHelpExperienceDamart, a popular U.K. clothing brand, knowsquite a bit about delivering the warm and fuzzy:It holds a dominant position in the thermal clothingmarket. With more than 2 million customers inits database, Damart sends out an astounding90 million promotions and catalogs each year,selling everything from outerwear to underwear.Catering to both the young and older buyer, Damartcustomer service faced a challenge. Youngercustomers jockey for help online and throughsocial media. Meanwhile, some of Damart’s seniorcustomers go “old school” and write letters.To solve this, Damart established a unified viewcontact center that enables communication byphone, email, Web, instant messaging, fax, scanneddocuments, and SMS texting. To help the hipsters,Damart also integrated the company’s social mediachannels (Facebook and Twitter) into its contactcenter. And the system doesn’t ignore the seniors:Letters from customers are scanned and pushed toagents, giving them a complete view of historic andreal-time customer information.While customer experience has always been apriority for companies of all sizes and in everyindustry, the dynamics now are different. Usedto immediate gratification in other areas, today’scustomers simply won’t wait for customer service.For the business, that means saying “the customeris king” isn’t enough. To attract and retaincustomers, businesses need to adopt moderncommunication channels.As customers embrace social media like Twitter, soshould your business. It’s the path to faster, moreeffective customer service in the multichannel era.#HelpCustomersNowBy: Anita Karvé
  35. 35. 35Trend:CustomerExperienceIssue1•2013Trend: CUSTOMER EXPERIENCEThe Meetup: Contact Center and Social MediaOnce niche, social media has become a channel that businesses cannot affordto ignore. Like phone calls, social media messages can be routed to contactcenter agents with the right skills. Communications coming from Twitter,Facebook, or company blogs can be delivered to agents with the samecontext as voice calls or emails. The latest contact management platforms canalso capture additional information about the customer, including the numberof followers or friends and the sentiment—positive or negative—of a comment.Marketing and PR departments have traditionally handled Twitter andFacebook campaigns. But bringing social media into the contact centerimproves the customer experience in many ways. It ensures a timely responseas well as consistent handling and responses by agents specifically trainedin the medium, both of which increase positive perception of the company.Contact center agents are also trained to respond to complaints and solveproblems before negative comments spin out of control. And since contactcenter agents have access to customer histories and other data, they candeliver a more personal experience.Technologies have emerged to bring social media into the contact center.TweetDeck by Twitter can track tweets. Salesforce.com’s Radian6 is adept atmonitoring blogs, forums, and some social networks. And Avaya Social MediaManager allows customer support representatives to engage directly throughenvironments such as Facebook.Marketing and PRdepartments havetraditionally handledTwitter and Facebookcampaigns. Butbringing social mediainto the contactcenter improves thecustomer experiencein many ways.Not all channels are equally adopted by customersTelephoning a company andspeaking to an agentGen Z(18–22)YoungerBoomers(46–55)Gen Y(23–31)OlderBoomers(56–66)Gen X(32–45)GoldenGeneration(67+)Instant messaging/onlinechat with a live personSending a mobile/SMS message tothe company requesting assistanceHelp or frequently asked questions(FAQs) on a company websiteClick-to-callVirtual agentSending an email tocustomer serviceScreen sharingOnline forum or communitywith other customersContacting a company using TwitterPercentage of U.S. online adults by generation who have adopted online customer service channels63% 68% 66% 67% 75% 68%64% 64% 60% 57% 60% 50%55% 57% 56% 50% 54% 48%47% 46% 40% 32% 29% 25%37% 38% 29% 22% 21% 19%41% 39% 30% 20% 16% 11%34% 34% 27% 20% 19% 16%36% 34% 27% 18% 14% 12%34% 31% 22% 14% 10% 6%31% 29% 22% 13% 10% 6%Source: Forrester Research 2012.
  36. 36. 36Trend:CustomerExperienceAvayaInnovationsThe Customer Experience is Always RightAccording to Forrester Research, customers want avariety of communications methods when interactingwith customer service. When asked how they hadreceived customer service in the past 12 months,almost 70 percent said over the phone, 60 percentused help or FAQs, 54 percent used email,37 percent used chat, 20 percent used texting,and 19 percent used a microblogging platform.Customers are also looking for immediateservice. Forrester found that almost half of U.S.adults give up on an online order if they can’t findanswers to their questions quickly.Creating the Superior Customer ExperienceDespite these stark facts, many companies are stillstruggling to adjust. Others have adapted quickly. Takeonline shoe retailer Zappos. Not only does the companyoffer fast and free shipping on all orders, it also pays forthe shipping on all returns. And returns can be madeup to one year from the date of purchase. In addition,customers can click to be taken to a “TweetWall” wherethey can see at a glance the products that are mosttweeted about.While the telephone remains the primary touch pointfor many customers, you simply can’t ignore socialmedia. A customer in an airport may tweet for helpinstead of making a phone call. Knowing that, JetBlueAirways went proactive with its support strategy. Itanswers each tweet, letting the customer know that ithears them and is ready to help.The key to success is ensuring that contact centeragents have the tools to quickly resolve any issue,regardless of where—or how—the plea for help arrives.Take Motiva. The San Diego-based company is a450-agent provider of customer service solutionsthat operates a contact center in Mexico. Motiva’snew generation of contact center agents are verycomfortable with social media. Using Avaya contactcenter technologies, Motiva agents can see acustomer’s phone calls, emails, chats, and social mediamessages all in the same view—something that manyagent desktops cannot do. This integration, accordingto CEO Higinio Sanchez, enables Motiva to “bringcustomer service to a whole new level.”The Right RouteIn a heterogeneous environment, help requests must bedelivered quickly to agents with the appropriate skill setand availability and who aren’t already overburdenedwith other tasks. This routing needsto happen seamlessly andquickly behind the scenes.This must integrate withthe single unified agentdesktop that canhandle all potentialinteractions.It’s also critical thatagents have accessto the full contextof a customer’sinteraction with thecompany. After all,there’s nothing morefrustrating for a customerthan getting transferred fromperson to person and having torepeat why you are calling as well as your name andother basic information. Related to this, agents need tobe able to collaborate with other agents who mayhave more experience or knowledge about aparticular situation.To accomplish this, companies should create anarchitecture built on open standards such as SessionInitiation Protocol (SIP), which complies with service-oriented architecture (SOA) standards and supportsall Web-based standards. An open standardsarchitecture allows easier integration among thetelephony network, Web services, and back-officeapplications, and gives agents the ability to deliverpersonalized service to all customers.Taking Care of Customers Now and in the FutureCustomer service operations must grow with abusiness and change over time. The underlyingtechnology must be scalable, without any performancedegradation issues. The technology also should covermultiple sites and have a solid disaster recovery plan,so customers never hear a busy signal or a recordingtelling them their call can’t get through, or see an onlineerror message.As customer experience starts to affect stock pricesand overall brand perception, it’s more critical thanever to treat call centers and other customer-facingoperations as an integral part of corporate strategy—and stay alert to how social media is reshaping the roleof contact centers. Be prepared for this monumentalshift by understanding the available tools, identifyingthe conversations relevant to your organization, andincluding social media as an integral part of yourcustomer contact strategy.JetBlue Airways @JetBlue 11 Jan@KING_OF_RINGZ Sorry to hear you are having trouble.Anything we can do to help?ExpandOnce niche,social media hasbecome a channelthat businessescannot ignore.
  37. 37. Issue1•201337Rivera is convincedthat such a deal, ifproperly written,would “providevalue for our IAUGmembership,and also valuefor Avaya.”“Sure, it’s quiteradical,” he says.“But the Universityof Washington isa major researchuniversity; yet despite our size, it’s still not always easynegotiating with Avaya. I would imagine small or mediumenterprises have similar contracting issues. A masteragreement would mean that customers that were on the fencewould now have an incentive to purchase more Avaya productsbecause it would be far easier to do it.”Talk to Rivera about the UW’s Avaya Aura-based rollout andother topics at the IAUG CONVERGE2013 Conference takingplace June 3–7 in Orlando, Florida. The keynote speaker will beAron Ralston, the hiker whose survival was the subject of thebook and movie 127 Hours. Learn more: iaug.orgTitle: Director, Network Strategy andTelecommunications, University of Washington andMember, IAUG Board of DirectorsExperience: Assistant Director, TelecommunicationServices, State of Washington; CIO, Air ForceTechnical Applications CenterEducation: B.S. in Air Commerce/TransportationTechnology, Florida Institute of Technology;Master’s in Computer Resource and Space SystemsManagement, Webster UniversityRoland RiveraRoland Rivera is making Avaya Aura®thecore of the University of Washington’snext-gen, multivendor infrastructure.UnifiedCommunicationsOver his nearly 30-year career, Roland Rivera hasoverseen technology projects from sea (Florida)to shining sea (Washington). His latest projectmay be his most ambitious: upgrading the University ofWashington’s aging telecom system to a modern, SIP-basedcommunications system providing a variety of services for30,000 faculty and staff.It’s a multiyear, multimillion-dollar project that encompassesmultiple vendors. Rivera’s team is deploying a comprehensiveand secure new unified communications (UC) platform withAvaya Aura®as its foundation. But the University also plansto use systems from AVST, Cisco, and Microsoft—inparticular, the Microsoft Lync unified communicationsclient, which will have the full set of collaboration featuresincluding video conferencing.“The project is very ambitious, butthe UW vision is to provide userswith ubiquitous UC, whether froma mobile device, desktop PC, ora high-end conferencing system,”says Rivera.The deployment, which began in2011 with the stabilization of theUW’s mission-critical call centers, is inits third phase: the rollout of end-site infrastructure andnew SIP-based handsets and softphones to grant usersUC capabilities.An Air Force veteran who retired with the rank of lieutenantcolonel, Rivera has shifted his service ambitions from hiscountry to Washington’s higher ed system as well as the5,000-member International Avaya Users Group (IAUG).He has presented on the UW’s deployment multiple timesto IAUG audiences and other higher ed institutions; theirvaluable feedback has helped the UW continually modifyits UC architecture and approach.Moreover, Rivera was elected to the board of directors forthe first time last year. He says the agenda of IAUG boardmembers like himself is to “provide really deep value to themembers as well as align ourselves strategically with Avayaand our channel partners.” That includes better alignmentof Avaya products and services with member needs, andconvincing partners to create better, discounted Avayatraining programs. It also includes the more formidable taskof lobbying for a master service agreement between IAUGmembers and Avaya.the Open Standards WayUserSpotlight:RolandRiveraUSER SPOTLIGHTBy: Eric LaiRivera is convincedthat such a deal, ifproperly written,would ‘providevalue for our IAUGmembership, and alsovalue for Avaya’The project isvery ambitious,but the UW visionis to provideUW users withubiquitous UC
  38. 38. rimerica has carved out a thriving business by helping“Main Street” families invest in their future. Practicing whatit preaches, the U.S. financial services provider recentlyinvested in new back-end communications infrastructure,including an upgraded customer contact center runningon top of a private cloud that connects Primerica’sheadquarters and eight other locations. The privatecloud allows Primerica to deliver voice, video, messaging,and conferencing services to 2,500 employees at loweroperational cost and with less IT labor.PIs It Timefor aPrivateCloud?By: Hanna HurleyPublic cloud serviceshave their faults. As moreenterprises become awareof them, they are turning toprivate clouds to give themthe best of both enterpriseand consumer worlds.