The Effective
Integration Of Voice, Data, E-mail And Fax BY
BIPIN PARACHA AND ANUPAMA BULUSU
Most organizations view the ideal contact center as
a place where you provide complete customer
satisfaction with minimal expense without sacrificing
the human touch. An important facet of this ideal
vision of the contact center is the integration of
voice, data, e-mail, fax and other relevant contact
media. Blending contact channels and cross-channel
contact histories allows agents to gain greater
insight into their customers, and thus provide a
higher level of service than is otherwise possible.
There are different, sometimes conflicting, claims by
CRM (customer relationship management) vendors that
they have a completely integrated contact center
solution. However, a fully integrated contact center
does not mean the same thing to everyone. Reaching
this ideal can vary significantly from company to
company.
We won't outline the merits of individual point
solutions (an application that does one job well; for
instance, automatic call distributors or ACDs) and
will instead focus on the effective integration of
these solutions. This discussion is based on the
assumption that the contact center already has point
solutions to manage voice calls, e-mail and faxes and
is simply looking for a means to integrate those
channels in a cost-effective and low-risk manner.
There are two approaches to achieving the
integration of voice, data, e-mail and fax. A company
may choose to replace multiple solutions with a single
product suite, or leverage past investments by
integrating existing point solutions.
Integrated Product Suites
The CRM space is still maturing, as evidenced by
myriad point solutions in the market. Although point
solutions are robust and feature-rich, there are no
CRM solutions that deliver true integration of all
contact channels without a significant consulting and
systems integration investment. The market is now
going through a period of consolidation (witness
recent acquisitions) and a number of solutions that
may be considered a closer match to this integrated
ideal in an "out of the box" form are likely to be
available in the future.
Choosing the right product may be made easier by
classifying the products into two categories of
systems, defined below based on product history.
Integrated delivery systems. This
theory assumes that agents handle all types of
contacts in the contact center. The motto for such a
call center is "the next contact delivered to an agent
can be an e-mail message, a voice call or a Web
session based on the skills required to handle the
contact and the agent's skills." Traditional ACD
vendors have, in the past, been the leading providers
of offerings in this space. ACD vendors have developed
such technologies in-house, acquired the technology
through mergers or acquisitions or have developed
relationships with other contact channel providers to
ensure easier integration. The core assumption of this
type of approach is that the model of the contact
center can be replicated across all supported contact
channels by building around the ACD. For example,
e-mail is routed using the same technology as voice
calls, and the most common fax integration is to use
fax servers to convert faxes to e-mail.
This solution is well-suited for contact centers
where intimate agent/customer interaction is a primary
goal, such as in sales-oriented contact centers. A
typical requirement for this type of solution is a
high degree of agent flexibility and a willingness on
the part of agents to move seamlessly from channel to
channel. However, there are some practical challenges
that make this kind of solution suboptimal. Longer
training periods are required for these multichannel
agents, and these training costs can become
cost-prohibitive given the high agent turnover faced
by many companies. Another undesirable impact of this
approach is the longer implementation time and higher
costs due to complicated routing, data integration
requirements (to support things like multichannel
screen-pop) and inevitable customizations to the
back-end systems being integrated.
Integrated data systems. The vision
for these systems is that "the agent needs only one
application to get an enterprisewide picture of the
customer." CRM front-office vendors have primarily
dominated this space. To accomplish the implementation
of this vision, CRM application vendors have developed
in-house or bought technologies for e-mail management
and Web contacts (as well as for other emerging
media). Voice applications are usually integrated
using well-understood CTI (computer-telephony
integration) technologies. Fax is either integrated
through an e-mail response management system (ERMS) or
through the document management capabilities offered
by the CRM application. The strength of these
integrated application suites is a single view of the
customer. Since there is just a single application,
agent training time is typically low and application
management is significantly easier. Agents using suite
solutions enjoy easier access to customer information.
However, queuing, routing and agent efficiency tools
are not as sophisticated as pure-play e-mail
management and Web chat applications.
Some e-mail management application vendors have
also made forays into the CRM front-office space.
These applications offer certain core strengths in
contact management, but are not as feature-rich as the
CRM applications.
Integrating Existing Applications
Many call centers that are making a transition to an
integrated contact center do not have the luxury of
replacing their entire infrastructure with one of the
integrated product solutions. Some common reasons are
richer functionality available in point solutions and
the size and scope of their existing CRM investments.
Large investments in point or custom solutions force
many call centers to recognize that a move to a new
CRM solution would involve resources that are simply
not available. When replacing the applications is not
feasible, the existing applications need to be
integrated in the following functional areas:
Integrated routing. The applications
must be able to find the best agent for the inbound
contact and need to maximize agent use. However, most
contact centers do not have agents handling all types
of contacts. In mid- to large-sized contact centers
(over 50 agents), having dedicated agents for e-mail
and voice contacts is often more efficient and
manageable. Integrated routing is applicable or
required in certain situations. Integrated queuing for
Web collaboration sessions and voice calls, for
instance, may increase agent productivity in the
initial stages of implementation of Web chat when
there are no historic data for the number of agents
required to handle Web sessions. Fax and e-mail
contacts can also be easily blended, since they are
treated in the same manner (since both are
noninteractive media and require similar skills).
Blending can also be based on exceptional volume
conditions. Virtually all voice ACDs provide ways to
route overflow calls to e-mail agents during call
bursts. Third-shift agents can likewise be assigned
low priority e-mail to be handled during low call
volume periods.
Integrated view of the customer.
Agents need real-time consolidated data about a
customer's interaction history across all supported
channels if they are to serve the customer better. For
instance, knowledge of open issues submitted by the
customer through other contact channels may allow that
agent to address more than one customer issue at a
time, saving the customer time and the organization
money. This knowledge also provides the agent valuable
insight for cross-selling and upselling. One option
used to achieve this deep customer view is to "cross-populate"
data. All of the data (or a useful subset of the data)
are moved into the applications under the
cross-population model. For any application the agent
opens, he or she will have all the required
information, since it has been replicated in each
component application. A more manageable option is to
define a "master" application for the agent (for
instance, the contact management tool) and use this
application as a hub for cross-channel interaction
content. Data from the other applications, like the
ERMS and Web collaboration tools, can be formatted and
sent to the master application, which is then
configured to display these data in the appropriate
screens. Using this approach, agents servicing any of
the supported contact channels are in effect "blended"
by their shared use of this master application.
Integrated agent UI. This option
involves the use of a "meta" user interface (UI) that
may consolidate data from multiple systems. If the
data are consolidated into one single UI, this may
decrease the time required by the agent to handle the
contact and also reduces the occurrence of errors. An
integrated UI should ultimately enable single log-in
to all the applications on the agent desktop (assuming
these applications are still required in addition to
the meta UI). A valuable function of this type of UI
can be the cross-referencing of application data. For
example, if an agent is looking at an e-mail in the
e-mail management system, he or she should be able to
click on a button and go to the unified view of the
customer in the "master" application defined above.
This can greatly reduce or eliminate the need to
replicate data across back-end systems.
Real-time reporting. Finding out the
current state of contact center performance in
real-time becomes complicated with the additional
dimension of different channels. Issues such as the
agent state when an agent is working on an e-mail but
is also available to take calls need to be considered.
Most of the real-time reporting tools available in
contact centers are tailored for voice calls, but have
API that can be used to integrate other channels.
Historical reporting. Most point
solutions are packaged along with their own reporting
piece. For many organizations running multichannel
contact centers, a major part of the management effort
is aimed at reconciling data across these reports. The
most common response to this need is to generate these
reconciled reports manually. This is a time-consuming
and error-prone process. Creating reports across
applications can reduce the manual process, but this
might involve creating a datamart.
Business process automation (BPA). A
business typically relies on a certain set of
processes for handling customer requests. For
instance, a contact center may require agents to
create a "case" record in a trouble ticket system
whenever a new e-mail arrives. In multiple systems,
this is done by copying and pasting information from
one system to the other, but these processes are
usually available out-of-the-box for suite solutions.
Automating the processes on the back-end can reduce
manual effort.
Unified administration.
Administration of agents in multiple systems in a
contact center is a tedious, manually driven process
that is often prone to errors. This, too, can be
automated by writing a central application that
administers agents in all the systems. Most of the CRM
applications (with the exception of an ACD) have API
that can be used toward this end. Even systems lacking
an API often expose user databases in a way that
allows user creation, update or removal to occur by
simple modification to the database, which can in turn
be facilitated through this unified administration
interface.
Building An Integrated Center
While the ultimate goal is to have a fully integrated
contact center, it is often difficult and expensive to
get there in one stroke. It is possible, and often
times highly desirable, to make incremental progress
toward that goal with reduced cost and risk. An
obvious approach is to solve burning issues first and
then attend to the less immediate issues.
An important prerequisite to the integration
project would be to implement the point solutions in a
stand-alone mode. Without having the solutions in
place, or a plan for effectively using them,
integration projects can be very expensive and do not
produce the anticipated results. A typical example is
e-mail. Quite a few enterprises still use Exchange or
Notes for managing their e-mail interactions. These
applications require extensive customization and
involve cumbersome manual processes to function as
effectively as an ERMS system. Organizations failing
to get their ERMS "house" in order often learn this
lesson after going through a painful process of
integrating this ill-suited system. An integration
project can only extend the application functionality
within limits.
Experience with implementing integrated contact
center solutions has shown that there is a recurring
theme for successful implementations. The sequence of
development for highest results usually is unified
customer view, historical reporting, real-time
reporting, followed by integrated agent UI. The
integrated agent UI yields high results, but can be
difficult to implement and support.
The unique needs of the contact center often define
whether BPA, unified administration or integrated
routing will provide the next biggest "bang for the
buck." Unified routing is an interesting requirement
in the sense that it can have a high impact on
providing a better agent for the customer and
therefore a more satisfying experience. However, the
results from this integration cannot be realized
unless the complete contact center business process
supports such an experience for the customer. Partial
results of the integration can be achieved from
alternate solutions without having a completely
integrated contact routing.
While the maze of available technologies and
integration options may at times feel overwhelming, it
is ultimately through an understanding of the
functional requirements driving the desire for
integration that the best path for that integration is
revealed. There are numerous products that can be used
to achieve the same results, though the cost, risk and
timeframes associated with these results may vary
widely depending on the constraints outlined above.
The end goals of improving customer satisfaction and
contact center efficiency and reducing costs should be
the driving factors in making any technology
integration/replacement decisions.
Bipin
Paracha is senior application architect at eConvergent
and specializes in designing mixed-media contact
center solutions that improve business processes,
agent efficiency and customer experience. He has
experience in CRM implementations with multiple
applications focusing on ACD, CTI, e-mail management,
Web communication channels and service applications. Anupama
Bulusu is a data architect at eConvergent, Inc.
She specializes in the design and implementation of
datamarts and associated information delivery systems.
eConvergent is in the business of delivering a
complete eCRM business strategy as a single solution.
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