Solving Biz Problems with SugarExchangeValtim Marketing Case Study – Optimizing TheMulti-Program/BPO Call Center With Suga...
Geoff MobissonCEO, Levementum             4/24/2012   ©2012 SugarCRM Inc. All rights reserved.   2
Agenda   The Resonant Questions….what are we talking about here?   Who is Valtim?   What was our mission?   What were ...
The Resonant Questions… How do you use technology to scale a multi-program Call Center  environment Should we do it in h...
Who is Valtim Valtim Marketing Started in 1986 as a Marketing and Data Services firm Morphed into a Call Center in the ...
Some of our customers…who might be familiar toyou! Every walk of life and business…Tweet: #SCON12
What was our mission The Multi Program Call Center (BPO) challenge       How do we have an integrated operational view an...
“We‟re a multi-channel outsourcing solution for ourclients, both profit and non-profit…but in doing thatwe realized we had...
Where we were… Dozens of completely silo-ed teams…no leverage, no scale. With these team siloes…the inevitable occurred:...
The BHAG….   Integrate „em all….       eCommerce       call center       order fulfillment       digital printing   Mana...
The “Not so BHAGs”… The seamless support of the variants that occur from program to  program       CTI differences (Compu...
Why did they need to act The World Class Problem       Coming out of the recession, business was picking up Scale Pressu...
Guiding Principles We could only be saved by       Change Management and Technology…in that order.       The Technology w...
“We had a massive client with a signedcontract, and we were banging our headagainst the wall, knowing our existingtechnolo...
What were the options Options       Create a new own system…the “Mother of All Systems [re:       disasters]”       Buy a...
Adding to the core ERP was entrenched….and worked. Sage MAS90 CRM and eCommerce were needed to complete the “core”      ...
The technology selection Before we even selected a vendor…we picked Open Source as a key  characteristic.       Flexible ...
Why SugarCRM Deployed wherever we wanted       SAAS (allowed custom integrations)       Onsite       Private hosting Neg...
Why Magento? Deployed wherever we wanted       SAAS (allowed custom integrations)       Onsite       Private hosting Fix...
Why Levementum Business acumen Experience in call center implementations Understood the multi-program challenge Knew h...
The Plan   Discovery       With technology selected….forget about it. Focus on business need, and align to the best      ...
“I was a little scared that during thediscovery there wasn‟t any technicaldiscussion - it was just process. But itpaid off...
The Deliverables Complete deployment of the Lead to Cash process in  SugarCRM Complete deployment of eStores for each pr...
The Schedule Deliver the multi-program solution from scratch…in 6 weeks Implement adoption programs immediately Prepare...
Deliverables: Customized Client Modules Each program has different definitions of what should data should be  captured   ...
Deliverables: Manager tools and Analytics Manager tools       Team and role security for program segmentation       Data ...
Adoption Prescriptive training… Program focused Executed swiftly…and a key to success! Takeaways       CRM training…no...
Deployment Particulars Dozens of agent users Multiple call centers throughout the North America Multiple programs sourc...
“Representatives in our Virginia call center will talkto a customer when they call to make a $1000donation. The system rec...
Results and Lessons Results       Successful rollout of all 3 programs       Completed in under 60 days from start to fin...
Lessons Discovery is everything New CRM and eCommerce technology is showing better and better  alignment to the Call Cen...
Lessons Call center integration needs are well supported by new CRMs and  SAAS Stay away from “Home Grown” systems….we n...
The future More Contact Center Features Additional flexible Call Scripting features to make it easier to create  and man...
The conclusion Keys to winning      A BPO project must start with:         Technology Agnostic Discovery….which is hard t...
QA – Contact Us Geoffrey Mobisson (for Ernie Kozlowski)       gmobisson@levementum.com       480 320-2520Tweet: #SCON12
About SugarCRM SugarCRM offers open source CRM business software for customer  relationship management solutions       bo...
About Magento Magento is a feature-rich, professional open-source eCommerce  solution. It offers merchants complete flex...
About Levementum Levementum is a global consulting and technology services company  that focuses on xRM (relationship man...
Submit Session Feedback        Select the SugarCon Mobile App:        1) Tap on this session        2) Tap on survey      ...
#SCON12          4/24/2012   ©2012 SugarCRM Inc. All rights reserved.   40
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Solving Biz Problems with SugarExchange: Session 2: Valtim Marketing Case Study – Optimizing the Multi-Program/BPO Call Center with SugarCRM

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Valtim Marketing manages call center programs (sales and support) throughout the globe. The challenges that VALTIM MARKETING faces every day have made SugarCRM technology a critical component of its value delivery system. At the core of VALTIM MARKETING’s technology universe is SugarCRM Professional. VALTIM MARKETING worked with Levementum (a technology service provider that focuses on call center operations) to rapidly implement SugarCRM to manage their operations, integrate to their telephony platform, allow for call recording and monitoring, and enable SOAP based integration with their client operations applications.

Come and learn how Valtim Marketing was able to drive efficiencies and enable scale through its technology implementation. Learn how the technology platform delivered by Levementum and SugarCRM allowed for:
• A customized CRM solution in a SAAS environment
• Integration to key external systems
• Integration with telephony solutions
• Revenue growth & customer satisfaction driven by their call center team

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Solving Biz Problems with SugarExchange: Session 2: Valtim Marketing Case Study – Optimizing the Multi-Program/BPO Call Center with SugarCRM

  1. 1. Solving Biz Problems with SugarExchangeValtim Marketing Case Study – Optimizing TheMulti-Program/BPO Call Center With SugarCRM
  2. 2. Geoff MobissonCEO, Levementum 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2
  3. 3. Agenda The Resonant Questions….what are we talking about here? Who is Valtim? What was our mission? What were we afraid of? How did technology play a role in execution of our mission? What worked and what didn‟t…Tweet: #SCON12
  4. 4. The Resonant Questions… How do you use technology to scale a multi-program Call Center environment Should we do it in house, and how does SAAS play? How do you tackle the variability that multi-program environments have Integration Process Variations in workforce size KPIs How ambitious can you be from a technology perspective?Tweet: #SCON12
  5. 5. Who is Valtim Valtim Marketing Started in 1986 as a Marketing and Data Services firm Morphed into a Call Center in the 90s and Evolved into a Business Process Outsourcer in the 2000s Valtim is a full-service BPO marketing services firm call center digital printing facility fulfillment center.Tweet: #SCON12
  6. 6. Some of our customers…who might be familiar toyou! Every walk of life and business…Tweet: #SCON12
  7. 7. What was our mission The Multi Program Call Center (BPO) challenge How do we have an integrated operational view and model of completely (and necessarily) diverse business processes. The Multi-Channel challenge Dramatic shifts in channel diversity (phone, email, sms, social, chat, web) Customers DEMAND that all of them operate in an integrated fashion - “if I reach out to you on facebook, you better know that when I call you later”.Tweet: #SCON12
  8. 8. “We‟re a multi-channel outsourcing solution for ourclients, both profit and non-profit…but in doing thatwe realized we had hardened system silos for eachclient, and what we needed was a comprehensive &integrated system that could enable efficiency,” - Ernie Kozlowski, Executive Vice President, Valtim
  9. 9. Where we were… Dozens of completely silo-ed teams…no leverage, no scale. With these team siloes…the inevitable occurred: Data silos System silos Process and Ownership inconsistencies Impossible integration scenarios No depth of analysis (…revenue, and some telephony based analytics yes, but that‟s it)Tweet: #SCON12
  10. 10. The BHAG…. Integrate „em all…. eCommerce call center order fulfillment digital printing Manage multiple programs….in one system architecture one CRM, one ERP, one e*Commerce suite…for all the customer programs Change Management – How do we “bust the silos in people‟s minds Start to finish….within a quarter.Tweet: #SCON12
  11. 11. The “Not so BHAGs”… The seamless support of the variants that occur from program to program CTI differences (Computer Telephony Integration) Process differences between programs KPI variations between programsTweet: #SCON12
  12. 12. Why did they need to act The World Class Problem Coming out of the recession, business was picking up Scale Pressures: While from a process and workforce perspective, Valtim had a model that strongly supported the rapid scale of a multi-program environment, it didn‟t have the technology Getting ahead of the “Home Grown IT” problem Valtim had the insight, from years of experience, of the shortcomings of the “home grown IT” approach Great value in “static” environments with “little scale pressure” Huge risks manifest with – Changes in personnel (tribal knowledge) – Variation in process – Rapid scale Valtim felt that enterprise class CRM and eCommerce at the hub, was an imperativeTweet: #SCON12
  13. 13. Guiding Principles We could only be saved by Change Management and Technology…in that order. The Technology would have to be: Open – To handle unplanned client integration needs Flexible – Allowing for process variation (each client‟s desired customer experience is linked to their brand or identity) Robust – Allowing for scale…in EITHER direction.Tweet: #SCON12
  14. 14. “We had a massive client with a signedcontract, and we were banging our headagainst the wall, knowing our existingtechnology had hit a tipping point.” Ernie Kozlowski, Executive Vice President, Valtim
  15. 15. What were the options Options Create a new own system…the “Mother of All Systems [re: disasters]” Buy a set of enterprise class tools, and run them locally Buy a set of enterprise class tools, and run them in a SAAS environment Buy a single “Mother of All Systems” [not sure if it exists] Fears Can we vary our business process & integrations from program to program? What happens to our data? What about our clients mandates on data security? Can our IT guys support it? Or even understand it? Will our people adopt it???Tweet: #SCON12
  16. 16. Adding to the core ERP was entrenched….and worked. Sage MAS90 CRM and eCommerce were needed to complete the “core” …and would need to support “multiple programs” Everything else – would need to touch the core Telephony and Dialers Chat SMSTweet: #SCON12
  17. 17. The technology selection Before we even selected a vendor…we picked Open Source as a key characteristic. Flexible Inexpensive Supported broadly SAAS or On-Premise (no lock in) Open for integration Open for “proper” customization While keeping “compliant” with software support Scaleable Architecturally …and financially Control of our own DestinyTweet: #SCON12
  18. 18. Why SugarCRM Deployed wherever we wanted SAAS (allowed custom integrations) Onsite Private hosting Negotiated flexible use terms Open Source…means open integrations and open process variation SugarCRM truly had the “open Kimono”, and we took advantage of it Lots of call center implementations…Tweet: #SCON12
  19. 19. Why Magento? Deployed wherever we wanted SAAS (allowed custom integrations) Onsite Private hosting Fixed cost…regardless of scale Multi-site operation and control Integrations to CRMs and ERPs galore…Tweet: #SCON12
  20. 20. Why Levementum Business acumen Experience in call center implementations Understood the multi-program challenge Knew how to take advantage of Open Source (power…and responsibility…because you can get yourself in trouble) Understood the “Adoption” challenge …we weren‟t their first Tweet: #SCON12
  21. 21. The Plan Discovery With technology selected….forget about it. Focus on business need, and align to the best practices of the platforms. Deploy Implement eCommerce CRM, Contact Center and CTI features for 3 programs to start… Customized call script/answer tracking module for all leads Integration to 3rd party analytics for intelligence and analysis Integration to Client‟s Qualified Leads program Integrate cleanly with client site systems as needed… Provide tools in the CRM to allow easy management of the data cross both the CRM and the “client internal system” (mass deletes, etc)…DATA INTEGRITY across the “Valtim/Client” boundary Get it done fast…< 90 daysTweet: #SCON12
  22. 22. “I was a little scared that during thediscovery there wasn‟t any technicaldiscussion - it was just process. But itpaid off because when Levementum puttheir heads down and startedprogramming they understood exactlywhere they were going,”
  23. 23. The Deliverables Complete deployment of the Lead to Cash process in SugarCRM Complete deployment of eStores for each program Integration between Sage MAS 500 and SugarCRM to exchange ordering, fulfillment, inventory and accounting data. Integration between Magento Enterprise eCommerce and SugarCRM to exchange Internet ordering information. Integration between SugarCRM and Authorize.net payment gateway for eCommerce and phone orders. Integration between SugarCRM and the Satori address verification system to verify addresses for ordering and billing purpose Contact Center & Telephony integration for screen pop, click to call and queue/quota managementTweet: #SCON12
  24. 24. The Schedule Deliver the multi-program solution from scratch…in 6 weeks Implement adoption programs immediately Prepare for implementation of additional programsTweet: #SCON12
  25. 25. Deliverables: Customized Client Modules Each program has different definitions of what should data should be captured Manage through custom modules Manage through role and security definitions CLM‟s were configured for each program… For “some” programs, integration was built to push data as necessary for 3rd party application consumption (in real time and in batch) Add intelligence to these lead modules by the use of “dependent questioning/drop downs”…if the customer said that, then the options are these.Tweet: #SCON12
  26. 26. Deliverables: Manager tools and Analytics Manager tools Team and role security for program segmentation Data clean up tools (mass delete/cleanups) to ensure data quality and consistency across systems (CRM & 3rd party) Email templates and notifications for customer care Analytics Robust web based (and scheduled – PDF, etc) reporting on lead/agent performance and dta entry. MTD reporting for performance metric & delivery to Valtim program clientsTweet: #SCON12
  27. 27. Adoption Prescriptive training… Program focused Executed swiftly…and a key to success! Takeaways CRM training…no! Business process training (in CRM context)…yes!Tweet: #SCON12
  28. 28. Deployment Particulars Dozens of agent users Multiple call centers throughout the North America Multiple programs sourced across call centersAll served by…. A single CRM system SugarCRM and Magento On-Premise, with SAAS backup and training systems All code…upgrade safe, and in the “certified” way Minimal supportTweet: #SCON12
  29. 29. “Representatives in our Virginia call center will talkto a customer when they call to make a $1000donation. The system recognizes them through CTI,creates a „case‟, and an email notification goes to(our client‟s) customer service group in Georgia.They are automatically prompted to call their donorto thank them for the $1000 donation. This integrateswith our printing shop and prints out the letters. the “process at work”
  30. 30. Results and Lessons Results Successful rollout of all 3 programs Completed in under 60 days from start to finish All without additional headcountTweet: #SCON12
  31. 31. Lessons Discovery is everything New CRM and eCommerce technology is showing better and better alignment to the Call Center Integrations to key Call Center tools (CTI,Call Recording, Contact Centers, Autodialers, Predictive Dialers)….are no longer “special”….these are standard integrations for CRM…even SAAS based CRM. SAAS works…even where data security is paramountTweet: #SCON12
  32. 32. Lessons Call center integration needs are well supported by new CRMs and SAAS Stay away from “Home Grown” systems….we needed these in the 90’s and early 00s, but NOT ANY LONGER. Going to a packaged solution and having flexibility on the delivery model was perhaps the biggest bet – and the one that created the most value for us. Be ambitious with your Call Center…if you have the business discipline and leadership, nowadays the technology will support itTweet: #SCON12
  33. 33. The future More Contact Center Features Additional flexible Call Scripting features to make it easier to create and manage multiple programs, and complex scripting (done!!!) Install and deploy existing Advanced Contact Center features Preparing to deploy our integrators SugarCRM Contact Center solution for Predictive dial More detailed CTC and ScreenPop Complex Queues & Advanced workforce managementTweet: #SCON12
  34. 34. The conclusion Keys to winning A BPO project must start with: Technology Agnostic Discovery….which is hard to do. A BPO platform must be: Open Platform flexible Integration ready Scale ready A winning adoption program must be: Prescriptive Process focused A winning core IT architecture for BPO must include: CRM eCommerce Clean integration to fulfillment and execution dataTweet: #SCON12
  35. 35. QA – Contact Us Geoffrey Mobisson (for Ernie Kozlowski) gmobisson@levementum.com 480 320-2520Tweet: #SCON12
  36. 36. About SugarCRM SugarCRM offers open source CRM business software for customer relationship management solutions both cloud-based and on premise CRM software sales, marketing, customer support Email, mobile and socialCRM integration. Headquarters in Cupertino, California in the South San Francisco Bay AreaTweet: #SCON12
  37. 37. About Magento Magento is a feature-rich, professional open-source eCommerce solution. It offers merchants complete flexibility and control over the look, content, and functionality of their online store. Magento‟s intuitive administration interface contains powerful marketing, merchandising and content management tools to give merchants the power to create sites that are tailored to their unique business needs. Headquarters in Los Angeles, CaliforniaTweet: #SCON12
  38. 38. About Levementum Levementum is a global consulting and technology services company that focuses on xRM (relationship management) and eCommerce in the customer service and contact center domain. Headquarters in Phoenix, ArizonaTweet: #SCON12
  39. 39. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 39
  40. 40. #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 40

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