VoIP In The
Call Center: Have We Found The Holy Grail?
By Joseph McFadden, Nuasis Corporation
Still think that Voice over IP (VoIP) is just another technology? Think
again. For the call center, now known as the contact center, VoIP is the
great enabler. Not only did VoIP turn the call center into a contact
center by giving business communications multimedia functionality, but the
technology is destined to solve problems fundamental to the needs of every
contact center manager: improve customer service while lowering operating
costs; provide the same levels of response for e-mail and Web contacts as
you have been providing for phone calls in the past; and streamline
globally dispersed contact centers.
VoIP is the ability to carry voice traffic over a data network. The
appeal of VoIP has been the notion of managing a single network for all
the communication needs of a company ' the corporate data network.
Although most everyone immediately thinks of voice over the Internet,
don't let others within your company fall into that trap. An important
distinction must be made between voice over your managed corporate network
and voice over the Internet. The Internet was never designed to reliably
carry voice. Conversely, your corporate data network can be configured and
managed to carry mission-critical voice traffic such as calls into your
contact center.
Unlike other general business applications for VoIP, the contact center
should be viewed as the killer application where the greatest customer
service improvements and cost savings will be realized. In fact, the
benefits are so compelling for the contact center that they may justify
replacing legacy ACD, IVR and e-mail systems before they are fully
depreciated. This article will review seven compelling reasons why your
company should deploy VoIP-based systems for routing phone, voice mail,
e-mail and Web contacts and provide some important considerations when
evaluating an IP contact center system.
Reason #1: VoIP will save you money, lots of money. With general
business applications such as the IP-PBX, system deployments are justified
on savings from reduced telephony service charges between sites and
reduced administration costs for adds, changes and deletions. But let's
not stop there. With an IP contact center system for routing phone calls,
e-mails and Web sessions, additional cost savings apply that can pay for a
system within six months.
You can eliminate the telephony charges between sites. As an example,
if you operate three sites with three T1 lines at approximately $1,500 per
T1, you just saved the cost of 9 T1 lines or $13,500 per month or $162,000
per year.
Administration costs can be lowered, especially if your company operates
multiple, geographically dispersed centers. Multiple centers using IP
contact center systems can be managed from a single location anywhere on
the corporate network. The costs of administration for a separate
telephony network are also eliminated.
Factor in the lower acquisition costs. IP contact centers run on
low-cost servers versus expensive proprietary hardware. You can also
expect that support and maintenance costs will be lower as a result.
The most significant cost savings for contact center operations will be
labor costs, the single largest budget line item for contact centers. In a
networked environment, IP contact centers allow companies to route
contacts anywhere on the corporate network. By networking multiple centers
together as a single center, the same volume of phone, e-mail and Web
contacts can be handled by fewer customer service agents. This cost
savings alone could justify deployment of these latest generation IP-based
systems.
Still not sold? Consider the money you will save by eliminating the
cost and complexity of deploying computer-telephony integration (CTI)
applications such as screen pop and data-directed call routing. These
important applications improve agent productivity while improving customer
service, yet it is estimated that only 15 to 30 percent of companies in
the U.S. have deployed these applications.
Given the importance of CTI applications to the operation of a contact
center, why haven't more companies deployed screen pop and data-directed
call routing? The simple truth: CTI deployments are too complex and too
time consuming to deploy, all of which adds up to the high cost of
deployment. A typical screen pop application can cost $50,000 to more than
$250,000.
Reason #2: Wider deployment of CTI applications. With an IP contact
center on a single-network architecture, CTI is built in. There are no
costs for separate CTI middleware and hardware. The time for deployment
can also be reduced from weeks or months to hours with the latest
generation of systems.
Imagine now if you could easily deploy screen pop to every agent
desktop or more intelligently route contacts to the agents best able to
handle the call. How much time would be saved per contact? How many calls
would be resolved with the first agent contact? By lowering the cost
barrier to CTI deployments, IP contact centers promise wider deployment of
these valuable applications.
Reason #3: Phone, e-mail, Web contacts on a single platform. If you
currently manage separate centers or separate systems for phone, e-mail
and Web contacts (chat, page sharing and forms processing), consider an IP
contact center system on one platform. Not only will you reduce the cost
of acquisition and integration, but system administration is simplified.
More important, a single IP platform can provide consolidated reporting
across all media types for improved business intelligence.
But the real argument for a multimedia IP-based platform is that it
will improve the customer experience. Now you can set and monitor contact
response levels for e-mail and Web sessions just as you have for phone
calls in the past. For example, if an e-mail is not responded to within a
configured period of time, it can be pulled from an agent and routed or
'pushed' to another agent to assure timely handling.
Separately, a single IP-based platform supports a multimedia
experience. In the contact center this often means providing customers
with the option of speaking live to an agent when self-service
transactions are unsuccessful. How many Web purchases are abandoned
because the customer was unable to speak to someone to resolve a problem
or answer a question? The cost and complexity of the integration between
phone and Web applications has been a barrier to this experience in the
past. With the IP contact center system, there is no need for integration.
Reason #4: A single unified agent set for improved productivity. The
multimedia IP contact center places a single user interface on the PC
desktop... no need for a separate phone set. The cost of the phone set is
eliminated, but also consider the training required on two instruments and
the productivity loss of working on two instruments. With the right IP
contact center system, the process for handling contacts is the same for a
phone call or an e-mail or Web session.
Reason #5: System management. In either a multimedia environment or a
multisite situation, the IP contact center simplifies the administration
of systems and sites. Ideally, consider a single multimedia platform that
leverages a single database and a single mechanism for designing contact
workflow instructions for all media type. Similarly, a distributed
architecture will permit system and site administration from a single
point of access from anywhere on the corporate data network.
Reason #6: Route contacts to the best agent anywhere on the network. By
definition, an IP-based contact center supports the networking of multiple
centers. A distributed, networked architecture also supports the routing
of contacts to the best agent wherever the agent may be located ' at a
major contact center facility, a branch office or at home. Not only does
this networked approach reduce the number of agents required to handle the
same volume of contacts, but it also improves first call resolution by
matching the best agent to handle the call from a larger pool of available
agents.
The degree to which your centers are networked will determine the
effectiveness of routing and the cost savings you realize. Not all system
architectures are created equal in this regard. The issue with IP-based
systems has been scalability. Next-generation, distributed architectures
scale across multiple sites and hundreds of agents.
Reason #7: Continue to leverage legacy investments. Ultimately, every
contact center will go to a single-network, IP-based system. The right
migration plan will maximize the investment you have in legacy ACD systems
while allowing you to quickly transition. Deploy IP contact center systems
in greenfield situations and as you retire legacy ACD systems. Identify a
first-deployment target center that provides an opportunity for you and
your IT team to learn.
Armed with these compelling reasons, you may be tempted to rush to the
IP contact center vendor nearest you. But beware, there are a few
important considerations.
Single network, distributed architecture or hybrid, two-network
architecture? The cost savings can be dramatically different. A
two-network, IP and telephony solution will still require CTI integrations
and telephony service charges.
Consider the system availability features of the system. The contact
center is a mission-critical application. The five 9s metric of system
uptime for proprietary ACDs no longer applies. Choose a system that takes
advantage of the inherent distributed nature of the corporate data network
for redundancy. Also, look for routing capabilities that re-route calls
around local network outages and component failures.
Voice quality. Remember, the first lesson to teach others within your
company is that this is voice over your managed corporate network, not
over the Internet. The poor voice quality most people assign to VoIP
involved voice over the Internet. When presented with the differences of
carrying voice over the managed corporate network, IT and business
managers understand the distinction.
You may be pleasantly surprised to learn that your data network is already
VoIP ready. In some cases, no changes may be required to your data network
to accept voice traffic. In the most likely scenario, your IT department
will need only to reconfigure the quality of service settings on your
existing network components, or your data network may need upgrades, which
your IT department would eventually get to anyway.
With the right vendor and the latest generation of IP
contact center systems, the contact center is on the verge of a
transformation that will not only reduce operating costs, but enrich the
customer experience. You may be pleasantly surprised that your IT
departments are willing to work with you on this application and are in
fact looking for other areas in the company where they can leverage the
cost savings of VoIP. They too will recognize the contact center as the
killer application for VoIP.
Joseph McFadden has launched several first-in-breed products for
customer service applications. He has more than 15 years of experience
with leading companies in the contact center industry. Most recently, he
launched the NuContact Center with Nuasis
Corp.. He can be reached at 408-350-4965 or at [email protected]. Nuasis
provides companies with enterprise software designed to improve customer
service and reduce contact center operating costs.
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