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SIP Within Your Enterprise, Simplifying Business Communications While Lowering Costs
Darren Verette
Avaya Solution Consultant – Avaya’s Business Communication Solutions Group
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http://www.avaya.com/master-usa/en-us/resource/assets/premiumcontent/sipfordummies.pdf
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Introducing the SIP Session Manager and its Benefits2
SIP Considerations in Customer Contact3
Business Drivers for SIP and Technology Direction1
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SIP can be called a “rendezvous” protocol. That is, it allows endpoints on the Internet to discover, locate, negotiate, and establish sessions. What kind of sessions? Any kind of sessions. SIP is used to establish VoIP (of course), video, gaming, text, call control.
SIP is an open protocol standard, with an active working groupon the Internet Engineering Task Force (IETF). Avaya and othermajor companies are active in the IETF SIP working group andin other industry groups, working to ensure that SIP-enabledsolutions work across businesses and enterprises with a variety of legacy, new, and evolving networking and telecommunicationsinfrastructures and products to enhance and revolutionize the world of real-time business communications.
SIP is used to identify, locate, and enjoin parties who want to communicate using any peer-to-peer media type. However, SIP does not transport the media itself: That is handled by codecs within the communications programs or devices.
Session Initiation Protocol
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Technology ShiftUsing SIP for Business Advantage
Application
Connection
Network
ISDN and TDM
IN/SS7Overlay
Pre 2000
Application
Connection
Network
H.323
CTIOverlay
2000 - Today
IPConnection
Network
Tomorrow
Peering andLoose Coupling
SIP
App App
SIP Presence
SOA
ApplicationsEverywhere
FlattenConsolidate
Extend
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Session Initiation Protocol
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Presence allows your employees and customers to communicate more efficiently.
User-centricity gives your users more flexibility and options while improving control of technology and greatly simplifying device (and communications)management.
Multi-modal capabilities provide a richer communications experience and empower your business to better serve your customers.
Simplified architectures promote interoperability while simultaneously allowing your business to reduce costs, rapidly deploy new applications and solutions, and grow with your business.
SIP Helping You Achieve Your Business Goals
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“How can I reach you…?”
Home Number
Office Number
Direct Number
Fax Number
Mobile Number
Text Messaging SMS
IM Screen Name or Alias
Facebook/Social Networking
Corporate Email
Personal Email
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Common Customer ScenarioLegacy Consolidation, Incremental Evolution
• Heterogeneous multi-vendor mix of TDM and IP• Too complex and costly to “rip and replace” everything in one step• How to get significant cost savings now?• How to securely add incremental UC applications now?• Old costly stand-alone branch/store systems, mobile workforce, etc.
Business Challenge
• Core SIP routing for new and old (use gateways to legacy)• Centralized dial-plan, on-net calling, SIP trunking to core (not edge)• Deploy SIP applications by user: conferencing, mobility, UC, CEBP• Roll out centrally managed branches• Replace legacy incrementally
Solution delivering Cost savings, TCO, Productivity
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VideoSystemsVideoSystems
Communication SystemsCommunication Systems
DataCentersDataCenters
Communication SystemsCommunication Systems
Contact CentersContact Centers
ConferencingServicesConferencingServices
EnterpriseApplicationsEnterpriseApplications
ENTERPRISENETWORK
ENTERPRISENETWORK
Complexity
10
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A Business User Wants….
The right APPLICATIONS needed to perform their job at any point in their day..
Wireless
PSTN
LANWiFI…while CONNECTED to
any network..
.. and ACCESS them from any device or location.
In most cases, they can’t. Why?11
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Today’s Objective:
To share the key that solves this problem, it’s business
impact & projected implication on real-time
communications in the enterprise.
12
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Business Drivers for SIP and Technology Direction1
SIP Considerations in Customer Contact3
Introducing the SIP Session Manager and its Benefits2
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Introducing the SIP Session Manager
Global Routing Policy
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Registrar Server. When users come online, they need to make sure that others are aware they’re available to take and make calls. The Registrar authenticates and registers users when they come online, and stores information on the users’ logical identities and the communications devices or physical entities (IP address) of the communication devices they can use. The devices are identified by their URIs.
Location Service. As users roam, the network needs to be continually aware of their locations. The location service is a database that keeps track of users and their locations. The location service gets its input from the registrar server and provides key information to the proxy and redirect servers. A SIP proxy or redirect server uses this information to obtain the mapping from logicalSIP addresses to physical SIP addresses, so that communication sessions can be properly established and maintained.
Registrar and Location Function
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Connecting User to User – Not Device to Device
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Enterprise Wide Registrar
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SIP Entities and Security Agent
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Trusted SIP Entities Across the Enterprise
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Network Routing Policies
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Making Calls Outside the Enterprise
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Harnessing Network Cost Savings
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Least Cost Routing
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Least Cost Routing
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Policies for the Enterprise and the End User
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Individual Policies
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Session Manager User Profile Applications
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Green Benefits of SIP-based ArchitecturesSoftware configurations significantly reducing hardware needs
Traditional approach242 Rack Units
New approach54 Rack Units78% reduction
40,000 users2 Data CentersFull redundancy
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Immediate Opportunity: 12 month ROI
29
$12 Million Savings / Year
$11 Million Savings/ Year
$20 Million Savings / Year
$ 10 Million Savings / Year
Global Bank
ConsumerService Provider
High Tech Manufacturing
Global Consulting Firm
Total Savings by 4 Customers: $53 Million
Carrier Costs Savings
Reduced outsourcingPSTN costs
Travel and International Mobile
Calling
Reduced Infrastructure, Carrier
Improved customer service
X
X
X
X
=
=
=
=
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Business Drivers for SIP and Technology Direction1
Introducing the SIP Session Manager and its Benefits2
SIP Considerations in Customer Contact3
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A Day in the Life of Customer Service
Observations on two separate visits
Most frequent calls:
– When does my product ship/arrive?
– Question about payments
– Of the 33 calls observed, 5 were related to shipping (15.5%)
– Of the 33 calls observed, 12 were “complex” (36.2%)
– Of the 33 calls observed, 4 were transferred to Credit Provider (12.1%)
– The remaining 12 calls vary significantly in caller intent and complexity (36.2%)
Straight forward – low hanging fruit
Moderately complicated – Assisted SS
Multiple inquiries/Complex question
Could be avoided via improved routing
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Call Center
Call Scripting, Caller OptionsLoad Balancing
PSTN
CommunicationManager
Current State
WAN
800#
Peripheral GW
High cost-per-call*Non-optimized self-serviceNo intelligent wait treatmentInconsistent OutcomesSilos of technologyAdded infrastructureExcessive Maintenance andAdministration
*Due to take-back and transfer fees
Pre Route
Self Service
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When does my item ship? What’s my balance? When is my next payment? – 2:20 seconds
Return product – How do I return?
When will my product be delivered?
– No caller id
Can I pay my bill online?
May I return the product? - 3:20 seconds
I’m going to return an item and I’d like to debate the shipping fee – 2:00
Is the item still available? – 54 secs
Call Observation – Categorization
Straight forward – low hanging fruit
Moderately complicated – Assisted SS
Multiple inquiries/Complex question
Could be avoided via improved routing
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There is value in considering new models for customer routing
What do these findings reveal?
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A Transformational Solution for Operations, ITand Customer Relationship Imperatives
SIP Intelligent Customer Routing
– A.K.A. Customer Context Routing
– Intelligent Wait Treatments
– Next Generation Multi-Modal Customer Contact
– Call Context Routing
– Workflow
– Proactive Outbound Notification
– SIP Load Balancing
– Self Service Functions
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SessionManager
Core
DataNetwork
ICR
CommunicationManager
ServiceProvider
PSTN
CommunicationManager Feature Server
Agent Requested
Call Scripting, Caller OptionsLoad Balancing
Caller specific wait treatment, cross sell, segmentation
Gateway Home Agent
Future StateCost Take Out
All ongoing costs associated with take back and transfer, Geotel dip fees (SS7) and BPOIVR are eliminated
Home Agents (now working parcel shifts as neededfor surge) are cost-optimized
BPO agents are now 100%reported and observablethrough DC systems
Travel upgrade sold while customer is in queue! Today, your customer is captive listening to music while in queue…
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Voice Portal
Carrier
Call Center
Call Scripting, Caller OptionsLoad Balancing Communication
Manager
CustomerContextAware
Customer Specific WaitTreatment
Example:10% of Customer ServiceCalls Deflected = $262,000 yr.7.5 Agents @ $35K
Ms. Davis, thank you for calling Cust Service!A customer service agent will be right with you. Your recent order of the Denim Pants shipped On Monday, June 8th and is scheduledto Arrive on Friday, June 12th. Your package wasShipped via FedEx Ground. Your shipping Number is 5552345. To repeat this information,Simply press 1. If this completely satisfies yourreason for calling today, please press 2 andhang up…
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Uses Voice Portal as primary control point/queue point
New Routing Application for ACD load balancing
SIP Call Context Integration reduces CTI complexities
Enhanced Wait Treatment via an application on VP
Key Benefits of SIP in this Role
Reduces PBX footprint -- lower OPEX, and CAPEX
Allows businesses to migrate from legacy ACDs (ex: Nortel) to CM
Eliminates the need for complex, expensive pre-routing CTI solutions (lower OPEX and CAPEX)
Reduces the need for proprietary post-routing CTI solutions (lower OPEX and CAPEX)
Improved customer experience and satisfaction
Up-sell / Cross-sell opportunities
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Session Manager
Core
Shipping NotificationOutbound CampaignBuilt on Future State
CarrierNetwork
Campaign Build
OrderShipped
Data
ICR/ProActive Outbound
Script/SpeechDeflection of inbound calls seeking
shipping date and date of arrival
LaunchCampaignShip Date
Tracking Number
Ms. Davis, This is ABC calling with a shipping update! Your recent order of the Sterling Silver Platinum & 18K Vermeil Blue Amethyst Etruscan Ring shipped On Monday, May 18th and are scheduled to Arrive on Friday, May 22nd. Your package was Shipped via FedEx Ground. Your shipping Number is 5552346. To repeat this information, Simply press 1. Enjoy your ring!
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SessionManager
Core
14-Day Extended Warranty Outbound CampaignBuilt on Future State
CarrierNetwork
Campaign Build
LaunchCampaignPay-Type
Confirm User BioMetrics
14 Day Customer
Data
ICR/ProActive Outbound
Script/Speech$169 Warranty on Flat Screen,
Multiplied by just 10 customers per day = $600,000/YRJust for Flat Screens!
Mr. Douglas, this is a courtesy call from ABC! We trust you are enjoying your newMitsubishi HDTV! We wanted to advise you that today is the last day you can add the full 2 year Protection Plan to your purchase. Why notadd this important coverage to your purchase now? If you’d like to proceed with this coveragesimply authorize the addition by entering…
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SessionManager
Core
Agent
Data Network
My MobileCustomer Care -Built on Future State
CarrierNetwork
Step 1
“Work” (Phantom Call)Placed in queue
Step 2
Customer specific wait treatment,
EWT,cross sell,
segmentation
Step 3
Pre CallWork
Step 4
ICRStep 5
Step 6
Analytics
?$
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Return on Investment Areas of Pursuit
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Return on Investment Areas of Pursuit
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Return on Investment Areas of Pursuit
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http://www.avaya.com/master-usa/en-us/resource/assets/premiumcontent/sipfordummies.pdf
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