CASE    Telemarketing Japan Improves Call Center
         Service Levels, Reduces Capital Costs with
         Avaya ...
                                  The Solution: Building a Call                      ...


             About telemArketing JApAn, inc.                                            About AvAyA
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Telemarketing Japan Improves Call Center Service Levels ...

  1. 1. CASE Telemarketing Japan Improves Call Center STUDY Service Levels, Reduces Capital Costs with Avaya IP Telephony Challenge Solution Raise service levels and rate of equipment utilization Avaya Servers and Avaya Media Gateways were at call centers with IP telephony. Consolidate data installed at each location to take advantage of the center for unified management and operation, and to advanced telephony functions of Avaya Communication effect high availability and efficiency in distributed Manager. A shared Predictive Dialer System (PDS) call centers. served to automate and synchronize outbound and inbound calls, providing unparalleled technology to meet the demands of even the busiest call center environments at Telemarketing Japan. Value Created • The use of existing DEFINITY® assets helped to keep costs under control in the transition to IP telephony. • Avaya IP Telephony delivered the flexibility and scalability Telemarketing needed for its further expansion plans, and maximized its returns on capital investment in the creation of new call centers at Telemarketing Japan. Telemarketing Japan, Inc. (TMJ) runs a dynamic to cross-media marketing. Based on a detailed business, planning and operating call centers in understanding of its customers’ business, TMJ support of its client companies’ Customer Relationship develops marketing strategies that leverage a Management (CRM) strategies. To raise call center combination of different media. More specifically, it service levels – the lifeline of its inbound and utilizes call centers, web-based media, mobile media outbound operations – the company revamped its and advertising to generate results that no single decentralized call center infrastructure with Avaya medium could. IP telephony. The new structure consolidated Avaya Servers and other equipment at the data center, Tsuneo Shiono, Executive Director for Information allowing for integrated operations and management Technology at TMJ, explained, “Our forte is that for higher system availability, while keeping we can provide a comprehensive service, covering capital expenditure low and giving the company an everything from CRM and marketing proposals to infrastructure with the flexibility to grow. operations and customer analysis. As call centers are an important component in our cross-media marketing The Challenge: Implementing efforts, we wanted to quickly and efficiently resolve Strategic CRM for Corporate Clients issues we’d been having with our previous call center.” TMJ began as the customer-service and marketing TMJ was already using Avaya’s DEFINITY Enterprise department of Benesse Corporation, before being Communications Server as a platform for its spun off in 1992. Since that time, it has built on distributed call center operations with locations in its considerable experience and know-how to offer Tokyo, Osaka, and Kita-Kyushu. Telesales a wide range of services for implementing strategic Representatives in each location would handle both CRM programs on behalf of its corporate clientele. It outbound and inbound calls for client companies. handles outbound and inbound calls for businesses Building a new call center to accommodate growth and organizations in industries such as finance, would have involved the addition of infrastructure – communications, manufacturing, and the public such as new Private Branch Exchanges (PBX) – to sector, and has earned a strong reputation for the existing call centers, driving up costs of expansion and quality of its services. increasing the operational and managerial workload. In addition, TMJ was intent on maximizing the rate of Given its customers’ diverse and sophisticated utilization for their investments, while improving requirements, TMJ devotes a great deal of resources service levels.
  2. 2. 2 The Solution: Building a Call demanded, it needed high availability and reliability. Center Based on IP Telephony with To ensure robust security, TMJ consolidated its Avaya Availability Commitments S8720 Servers at a data center run by Marubeni Information Systems. Full redundancy was built in with “In our business, we handle important, confidential backup communication lines and equipment, while an information, such as personal customer data. We Avaya S8720 Server and Enterprise Survivable Server needed improved call center security and system (ESS) at a major call center in Tokyo enabled the stability, so as to put our clients minds at ease. As development of a call center configuration with high such, the introduction of an IP telephony system availability. which would deliver consistent performance across its distributed call center operations had been a topic of The Benefits: Cost-performance discussion,” Shiono explained. of IP Telephony Increases as More Locations are Added TMJ laid down “five commitments” they would need to meet in order to achieve the goal of improved Taking the December 2006 opening of its Sapporo service levels. One of these was “an IT platform with office as a fresh start, TMJ began operating its new robust security.” To achieve this, the company rolled call center on an IP platform. According to Shiono, out Avaya IP telephony as a platform for a secure call “It is now possible to design a secure call center and center, configured as an IP Centrex. During the study run it efficiently. This lets our customers enjoy vast phase, TMJ compared solutions from a number of improvements in service levels. I’m optimistic that the vendors, with the deciding factors being the vendor’s use of IP telephony will help us to achieve an increased experience with call centers, and its ability to make rate of utilization of our call center facilities.” the best use of TMJ’s existing DEFINITY assets. He explained further, “Traditional call centers require “Apart from our new, all-IP Sapporo office, we their own PBX equipment, all of which need to be still used DEFINITY circuit boards and phones, optimized separately. Furthermore, call centers run at to minimize the cost of switching to IP telephony. varying capacities, making it difficult to optimize the We also didn’t want to devote too many resources system as a whole.” to retraining our operators, while maintaining the continuity of operations,” explained Kansu According to Shiono, the adoption of an IP Centrex Ho, Operations Director of Network Architecture with a consolidated Avaya Server infrastructure at the Operations, Information Technology at TMJ. core, has solved the problem of separate optimization. For example, the Predictive Dialing System (PDS) is With the support of Marubeni Information Systems – now located at the data center – and not at distributed who is responsible for constructing TMJ’s call call centers. Hence, while outbound calling in the past centers – and Avaya’s support team, TMJ conducted could only be done from call centers equipped with a round of testing of Avaya IP telephony solutions PDS, the current system now allows any call center to at its call centers. Ho continued, “Being able to use PDS, over the network. “This has not only enabled tie together each call center location with a better use of resources, but has also expanded the the aid of IP telephony is important to possibilities for each location,” said Shiono. us. So we tested the back up performance of Avaya Servers heavily, to Ho added that call center operations and management make sure they could perform even in were more efficient as a result of introducing the midst of sudden disruption, like in IP telephony: “We’d already been handling system a line outage.” operations for each call center over the network, but sometimes we actually had to be on the spot. By locating Call centers are the lifeline of TMJ’s the Avaya Server at the data center, dealing with call business. In order to commit to center operations is now more efficient and faster.” the quality of service its customers Tsuneo Shiono, Executive Director, Information Technology of TMJ
  3. 3. 3 The Future: Developing Solutions That Make the Most of IP Telephony With a new call center platform in place, Ho sees “making full use of IP telephony” as the next challenge for TMJ. With an increased utilization rate across call centers, the workload of TMJ’s operators would be more equally distributed. TMJ is also considering running new added-value services on IP telephony. Over the next couple of years, the company plans to bring IP telephony to two call centers running on DEFINITY, creating 3,000 seats running on the technology. The company plans to build new centers as well. “Call centers are a human-resource business, Kansu Ho, Operations Director, Network Architecture Operations, and we want to locate our call centers where the best Information Technology, TMJ operators are located. Avaya IP telephony gives us more flexibility in expanding our business, which is a According to Shiono, the deployment of IP telephony has big advantage,” said Shiono. significantly lowered costs of operations and manage- ment. He said, “While it’s difficult to make a quantitative Call centers are also the linchpin of the company’s analysis of the cost-saving benefits, we calculate that new cross-media marketing activities, tying together with IP telephony, it will only be five years before we web and mobile content. Both Shiono and Ho experience returns on investment. The scalability of the emphasized the desire to explore the solutions Avaya solution means that as we expand, we can expect our has to offer, in tying together the use of different costs of operations to fall.” One of the reasons for TMJ media. By using call centers as a strategic foundation choosing Avaya’s IP telephony is its expandability which on which to build solutions for corporate clients, makes it easier for TMJ to add new call centers by simply TMJ aims to maximize its investment returns from installing an Avaya Media Gateway. IP telephony, with Avaya IP telephony as one of the pillars of its business infrastructure.
  4. 4. About telemArketing JApAn, inc. About AvAyA Headquarters: Hourai Bldg 5F, 1-20-2 Nishi-Shinjuku, Avaya delivers Intelligent Communications solutions that help Shinjuku-ku Tokyo companies transform their businesses to achieve market- place advantage. More than 1 million businesses worldwide, Established: April 1992 including more than 90 percent of the FORTUNE 500®, use Capital: ¥300 million Avaya solutions for IP Telephony, Unified Communications, Employees: 943 Contact Centers and Communications Enabled Business Processes. Avaya Global Services provides comprehensive Lines of business: A wide range of activities focused on call service and support for companies, small to large. center planning and operations, as well as CRM strategy planning and implementation as part of upstream marketing For more information visit the Avaya Web site: activities to consulting and fulfillment. Offers innovative services to meet the diverse and sophisticated requirements of its corporate clientele. Systems • Avaya S8720 Server • Avaya G650 Media Gateway • Avaya PDS • Avaya ESS (Enterprise Survivable Server) • Avaya CMS For more information on how Avaya Intelligent Communications can take your enterprise from where it is to where it needs to be, contact your Avaya Client Executive or Authorized Avaya BusinessPartner, or access other collateral by clicking on resource type under “Do your research” at © 2007 Avaya Inc. All Rights Reserved. Avaya and the Avaya Logo are trademarks of Avaya Inc. and may be registered in certain jurisdictions. All trademarks identified by ®, TM or SM are registered marks, trademarks, and service marks, respectively, of Avaya Inc., with the exception of FORTUNE 500 which is a registered trademark of Time Inc. All other trademarks are the property of their respective owners. 08/07 • GCC3540