best practices and processes for customer centric operations
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www.callcenter20.com
October 10-13, 2006• San Diego Convention Center, San Diego California
Best Practices and Processes for Customer Centric Operations
Off-shoring 200 CRM desktops
October 10-13, 2006• San Diego California
Profile
• Coastal Training Technologies– Producer of training material, including software,
for the Safety & Environmental, Human Resources, Health Care, and Skills industries
– Head quartered in Va Beach, VA– Offices in Brazil, Mexico, Holland, Philippines, and
India– High touch, long term relationship, direct sales
model
October 10-13, 2006• San Diego California
Business Need
• Increase sales staff and sales– Growing library of products– Not able to contact enough customers– E-commerce cannot fill the need by itself
• Reduce personnel cost– Sales– Tech Support– Marketing– Production
October 10-13, 2006• San Diego California
Solution – CRM
• Onyx used since 1999– CRM
• 1 million customer records, 5 million transactions • ALL customer interactions tracked• 200 sales and tech support users in Philippines
– Software Technical Support• 150 calls per week
– Marketing Campaign Management• 500,000 contacts per month (mail, fax, e-mail)
– Order fulfillment• 1,000 orders per day
October 10-13, 2006• San Diego California
Solution – CRM (con’t)
• Auto-Dial– Difficult to implement– Real-world benefit?
• Custom O/E to Onyx– Required web-service to implement remotely from
the database
October 10-13, 2006• San Diego California
CRM - Lessons learned
• Language / culture• Control• Training• Sales Process• Data Security• Troubleshooting problems
October 10-13, 2006• San Diego California
Telephony
• Upgraded existing switch to VOIP
• 200 users in Philippines office– 2 MB IPL 4 MB MPLS
• Quadrupled outbound calls– 3,500 / day 13,000 / day
October 10-13, 2006• San Diego California
Telephony - Lessons Learned
• It actually works – calls from Manila to the US and Europe
• Telephone protocols (SIP)• Necessity of packet shapers• Troubleshooting problems
October 10-13, 2006• San Diego California
Network
• 2 MB IPL (International Private Line)– Used for Voice and Data– 300 ms round trip latency– 50 concurrent calls with good quality– Packet shaper to manage quality and priority
• Voice / SQL Data / Internet
• Upgraded to 4 MB MPLS
October 10-13, 2006• San Diego California
Network – Lessons learned
• Circuit delivery • Network Interface• Off-hours support• “Last-mile” single point of failure• Troubleshooting problems
October 10-13, 2006• San Diego California
Failed attempt in Brazil
• 50 desktops calling South America and Europe
• $ 7,000 / mo. IPL to Va Beach for Voice and Data, justified by per minute savings
• Voice quality plagued implementation• Local per minute rates dropped to make IPL
too expensive.• CRM run through VPN over the internet
October 10-13, 2006• San Diego California
Customer Centric
• Sales from US, Philippines, and Brazil• Tech Support from US, Philippines and India • Marketing from US, Brazil and India• Single view of customer
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