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Imagine the following: An executive leaving from work on a business trip
wants to check on a pair of jeans he ordered earlier in the day. He clicks on
the personal shopper icon in his browser and discovers that the jeans are out of
stock. Another brand is suggested. Because his/family’s preferences have been
stored, he is also asked if he might be interested in a new top selling thriller
novel. In addition, there is a video message from his bank telling him about a
new mutual fund product that links to his debit account. A side benefit of the
offer is the donation that is made to the local UNICEF branch. Is he interested?
Clicking on meeting maker, he sets up an appointment for the next week to learn
about the offer. An e-mail explanation of the benefits of the account will
arrive in his mailbox a day before the appointment. All this and much more is
happening today, and the driving technology behind all this is — IP.
One of the primary benefits of a converged IP network is that it will support
a new class of applications that take advantage of multiple media types,
enhancing companies’ relationships with customers. Forward-looking companies
see convergence as the model for the deployment of New World contact centers,
which will improve customer’s experience with rich self-service options and
synchronized service across different contact channels to increase customer
loyalty. The New World contact center will accommodate individual preferences
for contact options. Moreover, convergence allows a company to derive economies
of scale through better utilization of corporate resources, improved employee
productivity and lower operating costs.
In the above example, something fundamental has happened because of
convergence, this executive is now a unique niche market. His preferences have
been identified and elevated. The development of new applications has added
value to his experience. In the New World contact center, the importance of mass
market is diminished, as corporations work to deliver products and services that
support deeper and more profitable relationships with each customer. Convergence
brings together the informed consumer and the favored supplier, the problem and
solution.
Every technology transition has to result in a business benefit for any
organization. The transition of the traditional call center from a proprietary
voice switching and call distribution technology to today’s New World contact
center provides several benefits to customers. In a traditional call center, one
of the key challenges is to maintain a functional relationship between an
incoming customer call and information about the call throughout the business
transaction. This very often leads to lower customer satisfaction levels. Using
IP technology the customer’s telephone call and all information related to the
call are linked. This information along with the call is presented to the agents
who are able to provide quicker and better customer service. In the New world
economy, companies deploying solutions that can enable them to listen to their
customers, will be better able to deliver the right product, at the right time,
the right price and to the right customer.
Why IP?
Why is IP seen as the protocol of the future, especially when there exists
other protocols, such as ATM, frame relay, etc, which are already in use in most
data networks? The main reasons are clearly the high-level applications focus
and inter-operability of IP (IP can be run over other technologies - e.g. IP
over frame relay, IP over ATM, etc.). The key reasons for IP to be predominantly
used viz a viz the other protocols are:
-
It is an open standards protocol
-
It is not vendor
specific or network hardware dependent -
The addressing
scheme of IP is unique and this allows an IP enabled device to address the
entire network, regardless of size -
It is rapid and
easy to deploy new applications -
Application
integration costs are reduced -
There is a wide
availability of skills on IP
It is the open standards of IP that has made
inter-operability of networks possible and this is the prime reason for IP being
the protocol of the Internet. The tens of thousands of networks that form the
Internet all have different characteristics and had it not been for IP the
communication between these varied systems would not have been possible.
Sudhir Narang, head, enterprise sales, Cisco India
Traditional Call Center Vs IP Contact Center: A Comparison
| Traditional Call Center Vs IP Contact Center: A Comparison |
||
| Traditional Call Center |
New-Generation IP Contact Center |
Incremental Benefits of IPCC |
| Circuit switching technology |
Packet switching technology | IP and Internet are the future. The Internet, today, has had a very wider impact on the economy and the trend is uphill. Efficient and dynamic traffic transmission. |
| Proprietary technology |
Open standards based | ITU-T’s endorsement of IP telephony, clearly, indicates that the future is IP. A proprietary architecture results in opportunity costs and dependence on a specific vendor for all future upgrades, enhancements & expansions. |
| Single channel/medium |
Multi-channels/mediums (voice, web, email, fax, video) |
Flexible and broader access for customers |
| Multiple communication links |
One common link | Less expensive to own and operate. Business rules can be configured and managed in a single place so the customer experience is both unique and consistent across all media. Simpler management |
| Multimedia communication is a challenge |
Multimedia enabled |
Efficient work environment for the users. Reduces time to deliver products and solutions to end customers |
processing
Points of Failure are eliminated.
sensitive
can be anywhere irrespective of where the servers/devices are as long as
the network is QoS enabled. Improved Remote and Telecommuter Function.
telephony integration using proprietary CTI interfaces
integration using standards
based computer telephony interfaces
based, lower system integration costs and setup time
of the contact center is outside the
IT department
center is within IT
and IT functions can be merged resulting in reduced training, management
and operational costs.
unified view of customer preferences, and business rules must be
configured in many places
preferences, and business rules are configured centrally
and up-selling of products and services, higher customer satisfaction
call center management is possible if all the products are from the same
vendor. A single management system will be very expensive.
management
management, training and operational costs.
applications such as IVR, voice mail, call recording, etc, are needed at
every call center location
of the communication application is distributed within the enterprise
rather than being located one at every site.
deployment, management and operational costs. Rapid deployment
costs are incurred in a pre-route scenario
eliminated
savings
dependent call routing
routing expandable to any type of application
customer service and response resulting in higher customer satisfaction
and repeat business.
business rules have to be configured for different media
set of business rules can be configured for managing all types of media.
delivery of the right product, at the right price, to the right
customer, at the right time.
call centers using only voice
using all channels (voice, web, email, fax, video)
savings. Contact center business, operations and customer service levels
are not impacted in the event of a disaster / breakdown of any site.
dependent reporting. Separate tools required for consolidated reporting.
reporting
deployment and management costs.
technology lifecycle
lifecycle (future oriented technology)
IP technology the communication systems / devices such as IP Phones / IP
IVR’s etc. can be software / firmware upgraded for accessing newer
technologies, features and applications. This provides investment
protection for years.