CRM: Report From the Front Lines
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1 CRM: Report From the Front Lines Mark Adam Jim Toth Orion Consulting
2 CRM Definition and Overview CRM at ShopNBC Foundation Modules Teleservice Telephony Center CRM Lessons Learned Telephony Telephony Overview Oracle Telephony Case Study Center Questions & Answers Agenda
3 CRM Defined Customer Relationship Management What? Customer centric business philosophy enabled by a component architecture and focused use of business intelligence capabilities. Why? Process for acquisition, deployment, and integration of knowledge about customers to enable companies to sell more of their services or products.
4 CRM Solution Analytical Applications Call Center Intelligence Marketing Intelligence Sales Intelligence Customer Intelligence Business Applications Marketing Online istore Sales Online TeleSale s isupport Field Service Depot Repair Contract s Schedule r imarketing MES ipay Field Sales Incentiv e Comp Custom er Support Mobile Field Service Spares Mgt Service Contract s Collectio ns Interaction Channels Call Center Telephony Manager Scripting Center Web Mobile CRM Foundation Universal Work Queue Tasks Resources Notes Territories Calendar Assignment Engine 1-on-1 Fulfillment E-Business Foundation Order Capture Product Catalog Interaction Blending Common Application Architecture & Schema Interaction History E-Business Platform ebusiness Platform
5 ShopNBC Customer Support Service Requests Interaction History Customer / service request / Interaction Notes 1-1 Fulfillment Requests Employee / Team assignments Universal Work Queue Call Center / Telephony Center Marketing On-Line Scripting Order Capture
6
7
8 The CRM Maturation Process 15 weekly roll ups and countless one-offs Roll up 16, 17, 18, 19, 20, 21, (module by module)
9 Myths Myths vs. Reality Out of the Box Seamless Integration with ERP Roll up Patches Rapid Install Code Freeze for production Complexity of applications Center Scripting Workflow Multiple User Interfaces
10 At the End of the Day. There is hope. 1. Use a proven tier 1 platform 2. Begin your install with and patch from there 3. Review dependencies for all the applications as they pertain to servers, platforms, etc 4. Get a couple of good DBAs 5. Get a good Workflow developer 6. Get the foundation components in order w/ future in mind 7. Make some contacts with people who have been there and done that
11 Finally Go into the sales process armed with Knowledge of the application s capabilities A vision of your future business processes A filter on features that are demonstrated to you Realistic expectations for implementation time Go into implementation With a good partner Plan for thorough testing Pipeline to Support With only the applications you need
12 Telephony Overview CTI Computer Telephony Integration Screen pops based on caller ID Skills-based/Intelligent routing Complete picture of the customer call wrapup The Interaction Center and the unified desktop Terms ANI Automated Number Identification (caller ID) DNIS Dialed Number Identification Service (800 #) CED Caller Entered Digits (entered on the VRU) VRU/IVR Voice Response Unit/Integrated Voice Response PBX/ACD Switch/Automated Call Distributor
13 Telephone PBX User Application Server CTI Server
14 Oracle Telephony- The Pieces Oracle Telephony Manager (OTM a.k.a.mcm?) The conduit through which all interactions pass Inbound Telephony Server (ITS) Talks to the CTI Middleware and passes info to OTM Oracle Routing Server (ORS) Receives requests from OTM and defines recipient agents for interactions Universal Work Queue (UWQ) Unified interface to Interactions Agents log in here
15 The Pieces Continued CT-Connect (Dialogic) CTI Middleware Oracle Call Center Connectors (CCC) Sits between CT-Connect and ITS IVR Integrator Integrates w/ IVR and sends CED s to OTM Center (EMC & OES) Must use OES EMC passes info to OTM Soft Phone GUI representation of the phone (java plug-in) on the client
16
17 Additional Requirements Integrate with IEX scheduling software Real-time reporting (CentreVU)
18 The Environment Servers IBM AIX (RS-6000) Oracle Applications Windows NT 4.0 (SP 5) Windows 2000 Clients Windows 98 Windows NT 4.0 (SP 5) Windows 2000
19 Telephony Lessons Learned Passive Mode vs. Active Mode i.e. switch routing vs. Oracle routing ORS not required in passive mode Screen pops 1-2 seconds slower IEX Integration requirement Real-time reporting requirement Soft Phone states Lucent AUX states not supported Multi-hit ANI Screen Pops First alphabetical customer pulled
20 Lessons Learned 2 Real-time reporting and CCI CCI is historical Passive Mode UWQ No telephony counts Starting the Servers and Load balancing OCC, ORS, OTM, ITS, UWQ NT Service Issue
21 Lessons Learned 3 Alpha/Beta software Releases every 15 days Support Weak support early on has solidified Altered functionality Existing functionality changed with minipack releases
22 Lessons Learned 4 JDK JInitiator Versions Frequently asked to upgrade to latest versions requires significant regression testing Testing and bug replication Early on patches released for bugs that couldn t be replicated Bug ownership an issue given the tight integration between telephony and Customer Care Documentation Lack thereof
23 Center Inbound s to Customer Service Approximately 5 different addresses Route first based on destination mailbox Route second based on keywords All s unformatted/unstructured
24 Lessons Learned EMC Complexity Lot s of pieces and technical setup Documentation Lack thereof
25 Implementation Status OTM Minipack J (11.5.4) Customer Care RUP 22 JDK Telephony in pilot phase 6 reps Center in unit testing
26 Questions & Answers Mark Adam & Jim Toth Orion Consulting
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