Oracle CRM Call Centre
The BT Conferencing Way
Andy Gray
BT Conferencing
Sarawoot Lienpanich
GloriSys Limited
Who and What Has Happened?
• Number 1 in conferencing
– Audio
– Video
– Web
• Rapid growth
– 700 Employees
– 6 Locations
– Revenue £100+
• Business improvement program
• Upgrade and re-implementation
0800 61 62 62
www.conferencing.bt.com
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Sales Force Automation
Telesales and Telemarketing
Service
Multi-channel Interactions
Discussion Topics
• Call Centre and Oracle
• Creating the Project Foundation
• The Infrastructure
• Prototype thru Go-Live
• Q&A
BT Conferencing Perspectives
• Call Centres have been out there for a long time
• It is not a physical place but from the point of view of
function
• A place to make customers happy, where the customers
place an order, or to get help, or perhaps even complain
• 5 Call Centres in the UK
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Sales and Marketing
Operation x 2
Service
Invoice Resolution
Sales and Marketing Call Centre
• 25 agents
– Desk-based sales representatives
– Telemarketing representatives
• 2 ACD Queues, also networked from the other switches
• Went live with
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TeleSales
Marketing Online
Sales Online
Interaction Centre
• Advanced Inbound
• Advanced Outbound
• Universal Work Queue
Before and After
• 2 networks
• 2 networks
– voice and data
– voice and data
• 2 separate systems
• 1 integrated system
– telephone
– CRM
• Need to increase call
centre productivities
– CRM
• Call centre productivities
have increased
– More revenue
– More flexibility
– Less costs
Before and After
100
90
80
70
60
50
40
30
20
10
0
Agent
Performance
Oracle TeleSales
Average Campaign
Length
Conversion
With Advanced Outbound
Avg Cost per
Conversion
Full Telephony Integration
Why Oracle CRM Call Centre?
Oracle CRM Call Centre - Link 2 networks, 2
desktop tools together. Creating an integrated
customer interaction environment.
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More Revenue
More Flexibility
Higher Productivity
Less Cost
Better Reporting and KPI
Anticipate 6 Month ROI
The Bottom Line - The Call Centre Technologies
• Automatic Call Distributor (ACD)
– core technology (and still widely-used) for call
centres
– take incoming calls and move them to the right
places
• Predictive Dialling Systems
– automates the entire out-dialling process
– The calls will be routed to an agent when it detect
human voice
– less humanised and focused on mass consumer
outbound calls
The Bottom Line - The Call Centre Technologies
• Computer-Telephony Integration (CTI)
– the middleware
– enables us to interface two main networks: voice
and data, though open standard protocol
– CISCO ICM and Intel/Dialogic CT Connect
• Properties of Calls
– CLID and ANI (Caller ID)
– DNIS (what number the customer is calling us)
– IVR (data entry via telephone)
Starting Point - Setting The Mission & Scope
• The mission of this project is to provide Telephony capability to
inbound telesales and outbound campaign team who are
currently using Oracle CRM. The implementation of the
functionality is relating to an implementation of Oracle CRM
Interaction Centre and improving our telephone system
infrastructure.
• The implementation in this phase will only implement formal
Call Centre for TeleMarketing and TeleSales team. It is both
Inbound and Outbound Call Centre with pre-defined, separate
groups of inbound and outbound. As a result, the
implementation is not a Blended Call Centre.
• The implementation of inbound is limited to telesales team only.
Call transfer feature of Interaction Centre will be used where the
telephone system infrastructures are permitted. Additional
functionalities will be implemented in TeleSales, Marketing and
CRM Foundation to employ telephony.
• In our scope, depending on current infrastructure, we may need
to upgrade the PBX to control software to Release 25 and install
additional hardware. This includes creating new a CTI
infrastructure which require a network link between servers and
PBX. It considered as a part of Infrastructure Scoping. The
responsible team is CMC.
Success Measures
• How Do We Know If You’re Achieving Your Goals?
• Measures Of Success Should Be Measurable!
– Percentage of calls answered (PCA)
– “We expect to reduce our call handling time for call
type X from 180 seconds to 175 seconds”
– “Increase our list penetration from 4% to 20%”
• Based on What You Expect to Affect
Performance & Resilience
• Call Centres are Performance Critical
– Telephone call is a real-time interaction
– Consider UAT environment too!
• Call Centres Often Production Centres
– Downtime is costly
– Have a plan for technology failure
• Applications
• CTI
• Switch
Setting The Mission and Scope
• The business
– Who really want them and what for?
– What will the business getting out of this?
– Budgets, team, and ownership
• The technology
– Make two networks, two equipments “talk”!
– What can my PBX switches do and what parts do I
want them talk to Oracle CRM?
– Oracle Interaction Centre Options
– Stability and Performance -- PBXs will never go
down
Selecting Implementation Options
• Passive or Active
– How much do you want Oracle CRM to take control
over your PBX?
– Active – Oracle manages the queue; Passive – ACD
manages the queue
• Single Site or Multi-Sites
– Single or multiple sites, depending on complexity
of your telephone infrastructure, i.e. location,
vendors, etc.
• Outbound Dialling Methods
– Manual, Preview, Progressive, and Predictive
The System Landscape
Live System
Meridian
Link 5
Dial Server (Outbound)
Meridian 1ACD
R24 with CCR
Networked ACD
Middleware
Server
Meridian
Link 5
Oracle CRM - Production
11.5.6.18 (11i.7)
(IBM AIX)
Call Centre Server (Inbound)
Meridian 1ACD
R24 with CCR
Meridian
Link 5
Dial Server (Outbound)
Meridian 1ACD
R24 with CCR
Middleware
Server
Call Centre Server (Inbound)
Oracle CRM - Devl/UAT
11.5.6.18 (11i.7)
(IBM AIX)
Devl/UAT System
Server Sizing
Server
Hardware
CTI Middleware Server
NT Server 1CPU 512MB 40GB DISK
Call Centre Server (Inbound)
NT Server 1CPU 512MB 40GB DISK (current)
NT Server 2CPU 2GB 40GB DISK (planned)
Dial Server (Outbound)
NT Server 1CPU 512MB 40GB DISK
• All Java – no database, CPU/Network Intensive
• Needs high-speed LAN to PBXs and Database
Server
• 2 network cards per server
Prototype
• Demonstrate to the business that it is the
“reality”
– Screen-Pop
– Preview Dialling
– Softphone
• Proof of concept system
• Make sure infrastructure is working (at least in
the Prototype Environment)
Testing
• Functional Testing -- focus on how Oracle Interaction
Centre interact with your PBX systems
– UWQ correctly identify DNIS (the number that customer
calls) and ANI (the number that customer makes a call from)
– Call are picked up from ACD queues and UWQ correctly
route the calls to right agents
– Screen-pop is working ok – pop up right customers
– Outbound agents are being fed with call records and
Progressive/preview dialling call correct number
– Call recycling works correctly
• Infrastructure Testing
– Stress Tests (Stability and Performance)
– Infrastructure migration rehearsal
– Test all contingencies, i.e. entire Oracle gone down, CTI
Server crashes, etc
Go Live
• Infrastructure is the key, again
– Stability
– Performance
• Go Live for both Inbound and Outbound at once
• Contingency
– Must be able to shut CRM Call Centre down
without any severe impact on day-to-day business
operation
– Having the PBX systems working, remember, is far
more important than having Oracle CRM Call
Centre.
Lesson Learnt
• PBX Switch Preparations
– Require 3rd party –> take time
– Not always have DEVL or UAT -> run on live
switches
– Some compatibility issue -> 80/20 rule
• Oracle
– Apply patches to the right level -> ask support
– Contingency -> shut Oracle Call Centre down and
be able to be back to pen & paper
• Users
– New technologies shock the users -> stage-bystage transformation
– Need strong support -> user champion
A Recommendation
The technology and the applications are ready.
Implementing them is more challenging but
easily achievable even though you do not have
call centre background.
Considerable care during the implementation will
lead to a successful project.
Questions?
Contact Us:
andrew.gray@bt.com
sarawoot@glorisys.com