May 1999

Data Capture Becomes Simpler, Yet More Advanced

BY MIKE WHITMER

All data capture technologies are not created equal. Some are simple, some are complex, and some are both. Is this an oxymoron? Not at all. An ideal data capture solution should be able to combine simplicity of use and ease of integration with complexity when it comes to features and functionality. The only question that needs to be answered is: How do we achieve this ideal?

Many call recording vendors, particularly entrenched players that grew up in the voice logging and recording space, are scrambling to add data capture capabilities to their core logging products. Data capture technology is a critical tool that, when synchronized properly with random voice recordings, provides call center/contact center supervisors with a full re-creation of each customer interaction as it unfolded. In an effort to get to market quickly with some sort of technology to capture agents' desktop data, these vendors are trying to bolt on third-party, off-the-shelf remote control applications to their voice recording architecture. However, before simply implementing such a "bolt on" solution, a call center might want to consider the possible downsides, and perhaps consider some alternative solutions.

THE "BOLT ON" APPROACH
Remote control applications have typically been used by telecommuters as a means to access a remote PC via dial-up modem to exchange files between applications, as well as to tap into corporate resources on the LAN. Increasingly, network administrators have turned to remote control software: to help them remotely configure and troubleshoot Windows NT servers, for instance, without having to make the long trek to the server room or travel off-site. Similarly, these applications have become popular in help desk environments where an administrator must "take over" a client machine for troubleshooting purposes. In fact, a number of the top-tier PC manufacturers have embedded remote control applications into their computers so that customer support representatives can do just that - administer support directly from the contact center by taking over a customer's machine.

The goal with such remote control applications is that using the remote terminal should be indistinguishable from working on the host. The one unavoidable difference, however, is that screen updates will be slower, limited by how fast data can travel though the modem or LAN.

Remote control applications were not originally intended for the call center environment. Rather, they were initially designed as a tool to give employees working from home access to both their desktop PC at work and corporate resources on the LAN. In such an environment, screen degradation and frequently dropped network connections were not critical.

This is not so within a contact center environment. For instance, some remote control packages send data across the network in streams whereby the entire contents of an agent's screen is sent across the LAN and then repainted on the supervisor's machine with every poll from the server or from the remote client. Even actions unnecessary to supervisor evaluation, such as the continuous blinking of the cursor and all of the agent's movements of the mouse, are captured and shipped across the LAN. As a result, this method places an unnecessary burden on network resources and can slow down other internal applications, an agent's desktop screen, and the LAN in general.

Another consideration is the fact that some call recording vendors have to rely heavily on third-party developers to provide timely upgrades with enhancements that match their contact center customers' needs. This situation creates another layer of support for the end user, increasing the chance of service goals being adversely affected due to occurrences beyond the control of the contact center manager - an uncomfortable and potentially unprofitable situation.

Finally, a key drawback to incorporating a third-party data capture technology within a call recording application is that it is difficult to synchronize the voice recording precisely with the screen capture for playback purposes. This difficulty has posed a significant challenge for some call recording vendors who have opted for remote control software as their data capture component, and it is why so many are still struggling today to deliver a simultaneous voice recording and data capture product working in live production environments. Fortunately, some vendors have looked toward alternative capture technologies in hopes of finding a solution.

A SIMPLER, MORE ADVANCED SOLUTION
One such alternative is a proprietary technology known as Multiple Rectangle Technique (MRT), which sends only the changed areas of the agent's desktop screen across the network to a monitoring supervisor's system. The MRT data capture solution causes minimal traffic on even the busiest networks. The capture application running on the agent workstation takes one full capture upon initiation, then only sends the changes in that screen to the server, as opposed to sending the full screen at every polling interval. MRT can be customized for any network or support any performance guideline by simply changing the packet size or polling interval. Advanced compression algorithms are also utilized to maximize the amount of data that can be sent in a single packet.

In particular, MRT consists of a Monitor DLL (Dynamic Link Library) that acts as an extension of the graphics engine and determines what screen activity has taken place. In addition, the data capture technology includes a Capture Application that responds to network polls received from the server, queries the DLL for screen activity information, interprets that information, captures changed screen contents, and compresses this captured data before transmitting it to the server.

Under the Multiple Rectangle Technique, there exists a two-dimensional array or grid within the Monitor DLL's memory that corresponds directly to the screen. When an update is made to an agent's desktop screen, a small rectangle at the device driver level is formed around the changed cells within the grid. The system then reports the grid contents to the Capture Application for analysis to determine which cells should be sent.

The server polls the Capture Application at a user-defined rate (the polling rate can be set to every millisecond or up to several seconds, for example) for changed cells, which are compressed and sent across the network to the server. The grid is then cleared and ready to accept new changes. In addition, because it is intercepting the graphic primitives, the Multiple Rectangle Technique is application independent.

Unlike remote control screen capture, MRT allows customers to:

Set the polling rate: MRT enables customers to set the rate at which the server polls the changed areas of the agent's screen to a level that is optimum for a contact center's unique network environment. This results in a more fluid presentation than data capture technologies that do not allow the user to set the polling rate.

Run voice and data capture on the same server: Unlike other data capture technologies that are retrofitted to a voice recording system and require a separate server for voice and a separate server for data, MRT coexists on the same server with a company's voice recording and evaluation reporting applications.

Consistently synchronize voice and data: Due to the architecture employed for MRT data capture, smooth playback of customer interactions is achievable - a feature remote control products and architectures cannot reliably deliver.

Have a single party for development and customer support: MRT was developed as a proprietary data capture technology, offering users the benefit of a single source for development and customer support, rather than relying on a third-party vendor.

The MRT data capture solution is a transparent system independent of any other application and it runs below the agent workstation operating system. Sending only the changed areas of an agent's desktop screen across the LAN ultimately results in a more fluid presentation of data. In turn, this leads to a more accurate re-creation of each customer interaction as it unfolded in a manner that is totally transparent to the agent. Is the data capture technology within your contact recording application transparent to your agents?

Mike Whitmer is the Director of Architecture at Witness Systems, Inc. Witness Systems is the developer and supplier of customer interaction recording and analysis solutions for contact centers, highlighted by its flagship WITNESS business-driven recording application. For more information, please contact Witness at 888-3-WITNESS, or visit their Web site at www.witsys.com.

Why are more and more companies finding quality monitoring and data capture of the utmost importance? Which technologies have they implemented to deliver results? And how has it enhanced their business practices and overall success? The following case study provides an example of a company that has reaped the benefits data capture delivers through quality monitoring.

Promus Hotel Corporation recognizes the value of a quality monitoring application. The Memphis, Tennessee-based organization is the parent company, owner, and operator of the Doubletree Hotels, Guest Suites and Resorts, Embassy Suites, Hampton Inn, Hampton Inn & Suites, Homewood Suites, Club Hotels by Doubletree, Embassy Vacation Resort, and Hampton Vacation Resort brands.

Comprised of more than 1,275 hotels and 186,000 rooms, Promus's key focus is customer satisfaction. Offering quality lodging brands and positive customer experiences for each and every visit is critical, and such world-class customer service requires well-trained, professional, and proficient reservation sales representatives (RSRs) in Promus's reservation centers.

Concerned that its RSRs' performance ratings were not accurately mirroring customer experiences, Promus was seeking a quality monitoring tool that provided a complete picture of each customer interaction. Said Kimberly Croft, operations support manager at Promus Hotel Corporation, "We were looking for a tool that would deliver the entire representation of our customer interactions - voice and data, from beginning to end."

Promus uses the Multiple Rectangle Technique (MRT) data capture method from Witness Systems that is comprised of a synchronized voice and data monitoring solution leveraging the MRT technology. This technology makes "intelligent" use of Promus's network by sending only the changed areas of RSRs' desktop screens to supervisors' systems. Leveraging random voice and data recording through a Switch Interface Unit (SIU), Promus is able to collect a representative mix of customer interactions for coaching and training purposes. By implementing such a CTI-enabled application, voice interactions are synchronized with reliable data capture information, which is critical to Promus's day-to-day business operations.

Of the small percentage of reservation errors that do occur, Croft indicated that the majority are undetectable by just listening to calls. Seeing what the agent is entering is critical. For example, an agent may repeat the city selection back to the guest correctly but inadvertently select the incorrect city. "The audible part of the customer interaction is only half of the whole picture," said Croft. "Only with the ability to see the conversation can we provide complete feedback to the agents and guarantee the quality of the service we provide at the reservation center."

With MRT data capture, Promus proactively takes feedback from its quality monitoring application and communicates to the agents the exact mistakes that are being made. As a result of this application, communication is more specific and immediate, training is more aware of operational procedures, and the agents receive immediate feedback on specific changes that need to be made to their sales presentations. By capturing data from customer interactions, Promus is eliminating errors before they occur.

Aside from benefiting its customers, Promus RSRs are also gaining valuable feedback. The results tie Promus's 100 percent customer guarantee to something the RSRs can relate to - seeing a complete picture of a call through synchronized voice conversations with data screens. The data capture component of Promus's quality monitoring application also allows managers and supervisors to coach and train RSRs more effectively.

With the ability to see and hear entire transactions, Promus is saving time and money, while also enhancing RSR retention and service delivery. A fully functional quality monitoring solution has changed their production and quality standards. Most importantly, the process is enhancing the hotel corporation's customer satisfaction levels.