Best Practices for. Transform Customer Service Beyond the. Introduction. SIP is the foundation of today s customer experience

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1 Best Practices for Implementing an IP/SIP Contact Center Transform Customer Service Beyond the Contact Center and Improve Satisfaction Levels Table of contents Introduction:...1 SIP is the foundation of today s customer experience Design a Customer Service Environment that Enhances Future Business Growth Develop a Comprehensive Customer Service Strategy Closely Align Customer Service Operation with Business Objectives Select the Best-in-Class Application Fit for Your Business in Stages ProtectYour Investment... 4 Genesys SIP Contact Center Solution... 5 How One Genesys Customer is Putting These Best Practices in Action... 5 The Power of The Genesys SIP Contact Center Solution... 7 Put Genesys to Work for You...7 Introduction Companies around the world are facing a critical conflict: the need to cut costs in their customer service operation, while at the same time providing a superior customer experience. Today, providing a superior experience means giving your customers the service they want. You need to be able to connect them across all the channels they use, such as social, mobile, , and voice. Your employees should be empowered to help the customer and to provide a personalized experience for every interaction. Experts across the organization should be able to be integrated into the customer conversation, as necessary. Customer tasks handled in the back office, branch, or other locations must be completed efficiently. Delivering a customer experience based on these things not only increases satisfaction and helps you retain existing customers, but also provides a strong competitive differentiation that will help you gain new ones. Enterprises face a number of challenges in trying to create this customer experience. Often, an inflexible existing infrastructure and the operational flow it dictates get in the way. Different contact centers may have varied and incompatible legacy hardware and applications, and require onsite employees to manage this equipment and software. Companies may feel locked into their vendor who doesn t really have a solution to meet their needs and budget. Yet, going to a different vendor or a more flexible infrastructure can mean tearing out the existing investment and replacing it at major capital expense. SIP is the foundation of today s customer experience An IP/SIP based contact center offers a cost-effective way to leverage existing investments and deliver a superb customer experience across all channels. It can be implemented as an openstandards software solution that works and centralizes customer service management across various legacy installations, without the need to rip-and-replace or make a large capital expense. It enables true enterprise-wide customer service by virtualizing resources into a single pool that you can tap into as needed. Today, the agents in your contact center shouldn t be the only ones who handle customer issues. SIP allows your customers to be effectively served by specialists, including branch office experts, retail outlet staff, and even your field sales force.

2 Best Practices for Implementing an IP/SIP Contact Center / page 2 of 7 With an IP/SIP-based contact center solution, as with any solution, success depends on how effectively it is implemented. The following best practices have been gathered from companies who are transforming their customer experience with SIP. 1. Design a Customer Service Environment that Enhances Future Business Growth Best practices found in companies using SIP to create a customer service environment that is designed to grow with the company include: Adopt an open and standards-based platform and environment Assemble an IP contact center migration plan and then ensuring proper execution Allow for contact center operation flexibility, including multi-site, multi-vendor, and multi-sourcing Integrate remote and home agents into the contact center Ensure a highly robust and reliable operation for %(5x9) availability Why is it important to design a customer service environment that enhances your future business growth? Adopting an open and standards-based platform/environment lets you avoid vendor lock-in, protecting your investment and freeing you to choose solutions that are right for your business that may not be offered by your vendor. Assembling an IP contact center migration plan lets you align your customer service goals and business strategy, and then ensure proper execution for a smooth deployment without disrupting customer service. Allowing for contact center operation flexibility, whether multi-site, multi-vendor or multisourcing, lets you dynamically adjust resources to take advantage of new business opportunities. As part of your operational flexibility, remote and home agents can be integrated into your virtual contact center to increase service performance without increasing resource costs. Ensuring a highly robust operation for 5x9 (99.999%) availability ensures reliable customer service without disruption. For all of these reasons and more, SIP is a proven solution that can make a significant difference in your customer service operations today and as your business grows. 2. Develop a Comprehensive Customer Service Strategy Best practices that companies with SIP are using to create a comprehensive customer service strategy include: Turn the customer service operation into a competitive differentiator Create a new customer conversation across all channels and across the entire enterprise Adopt multiple customer interaction channels Leverage and increase collaboration among all resources across the enterprise Establish customer service from the cloud, including private cloud, hybrid cloud, and outsourcing

3 Best Practices for Implementing an IP/SIP Contact Center / page 3 of 7 Why is it important to develop a comprehensive customer service strategy for your contact center? Turning the customer service operation into a competitive differentiator sets your business apart, increasing customer retention, helping to secure more customers, and driving up market share. Creating a new conversation that seamlessly continues across all channels a customer uses and across all employees in the enterprise who handle customer service tasks enhances service delivery and results.. Adopting multiple customer interaction channels lets your customers contact you and receive responses as they choose, ensuring a positive experience. Leveraging and increasing collaboration among all resources across the enterprise improves resource utilization and reduces operational cost. For many businesses, establishing customer service from the cloud, including private cloud, hybrid cloud, and outsourcing increases operational flexibility while achieving significant cost savings. When you consider your current contact center challenges and how they could be addressed, it s clear that a SIP-based contact center solution can make a big impact, very quickly. 3. Closely Align Customer Service Operation with Business Objectives Best practices that many companies who use SIP are following to align customer service with business objectives include: Apply total cost of ownership (TCO) discipline Evolve customer service at a pace that fits the business Maintain business continuity as top priority Maintain focus on the customer experience Embrace the idea that the customer service evolution is a journey, not a one-time event Why is it important to align your customer service operation with your business objectives? Applying total cost of ownership (TCO) discipline helps to achieve overall cost savings, regardless of the challenge or project size. Evolving customer service at a pace that fits your business ensures alignment of customer service and business dynamics and optimizes your overall business operation and management capabilities. Maintaining business continuity as top priority helps you avoid customer service interruption and opens up new business opportunities. Maintaining focus on the customer experience helps you achieve higher customer satisfaction and drives strong customer loyalty over time. Embracing the idea that the evolution of the customer service operation is a journey, not one-time event ensures your company continues to improve and innovate all customer-facing services. When you tap into this potential, an IP/SIP contact center solution can show a strong ROI for your customer service operation. 4. Select the Best-in-Class Application Fit for Your Business in Stages Best practices that companies using SIP have learned from choosing the right solution for their business include: Avoid vendor lock-in to achieve a cost-effective and high performance solution Follow industry-wide standards for solution integration Ensure a broad and deep eco-system for smooth deployment and operation Allow for validation and reference checks prior to deployment Select application vendors with a strong track record and credibility

4 Best Practices for Implementing an IP/SIP Contact Center / page 4 of 7 Why should you select the best-in-class application fit for your business in stages? Avoiding vendor lock-in increases cost-effectiveness and performance by freeing your business from the high cost and inflexibility of a single vendor solution. Following industry-wide standards for solution integration means you can select the right solution for your contact center from among the range of standards-based solutions. Ensuring a broad and deep eco-system for smooth deployment and operation provides access to a rich and fully integrated, best-in-class solution, allowing you to establish an industry-leading customer service operation. Allowing for validation and reference checks prior to deployment ensures smooth program rollout and adoption. Selecting application vendors with a strong track record and credibility ensures solution integrity and performance. When you take advantage of this opportunity, an IP/SIP contact center solution helps you maximize the potential of your customer service operation.. 5. ProtectYour Investment Best practices from customers who wanted a solution that extended the life of existing investments and ensured a long life for their SIP investment include: Fully leverage existing infrastructure with no rush to rip-and-replace Invest in a technology and platform that s widely open and flexible Make the current investment viable, while adopting technology advances Align the investment strategy with internal stake holders to get support across the organization Avoid costly upgrades onto existing legacy infrastructures Protecting your investment is always important, but why is it considered a SIP best practice? Fully leveraging existing infrastructure with no rush to rip-and-replace protects your previous investment, helping to reduce costs of upgrading your contact center. Investing in a technology and platform that s widely open and flexible ensures your freedom to change as business needs and technology evolve. This flexibility helps to make your current investment viable for an extended period of time, while allowing you to adopt technological advances. Aligning the investment strategy with internal stakeholders to get support across the organization ensures collaborative deployment and operation, which means you ll have enterprise-wide buy-in. Avoiding costly upgrades onto existing legacy infrastructures ensures you can use your budget for higher priority, higher return projects. The rationale for an IP/SIP contact center solution is clear. Improvements to your customer service operation can happen quickly and cost-effectively. Genesys SIP Contact Center Solution The Genesys SIP contact center solution is a best-in-class 100% software solution for transforming your customer service in the contact center and beyond, without the need for expensive equipment, storage space, or maintenance costs. It enables true enterprise-wide customer service by virtualizing resources across the organization to drive a superb customer experience while optimizing resource usage and lowering the delivery cost. The open, standards-based Genesys SIP contact center solution facilitates customer engagement with a rich set of IP applications and complete eco-system that provides optimal total cost of ownership. The Genesys SIP contact center solution supports multi-site and multi-sourcing virtual architecture, further simplifying management, maintenance, and upgrade operations.

5 Best Practices for Implementing an IP/SIP Contact Center / page 5 of 7 We didn t have much time to get a solution in place, so we chose the vendor with the best existing customer references and greatest experience in IP-based contact center solutions. That was Genesys. Having the platform working in time was very important to us and implementing Genesys offered the best insurance against the risks in the project. Fernando Fonseca, Customer Care Technical Manager, ZON How One Genesys Customer is Putting These Best Practices in Action ZON Leading Entertainment Media Provider: A Customer Service Transformation With improved virtualization and flexible hosted and managed customer service operations from the cloud, Genesys is powering a call center revolution for ZON, Portugal s leading provider of pay TV, broadband, and fixed and mobile telephony. With ZON, the migration was needed due to a spin off from Portugal Telecom in 2007, which didn t transfer any contact center software infrastructure to ZON. After reviewing many industry providers, ZON chose Genesys based on the references that existed in the market with SIP technology. ZON uses a multi-site, multi-sourcing, and multi-vendor infrastructure with the Genesys platform. Using a home agent operation, they are able to efficiently deliver the necessary customer support. With this two load balance data center infrastructure, ZON achieves 99.99% availability and has dramatically improved contact center operations using the solution. Making Customer Care a Key Differentiator ZON considers Customer Care a key differentiator. Over the years, they ve been awarded several prizes and certifications including an award from the Quality Certification by the Portuguese Contact Center Association in 2010, Personality of the Year and National Industry Champion by the IFE Evolution Recognition and Best Customer Service on TV =Technical Support by the Portuguese Contact Center Association. ZON uses several channels to communicate with their customers including inbound calls, outbound SMS, and fax. They aggregate all these customer interactions with the Genesys CIM (Customer Interaction Management) platform. Most of the Genesys applications and tools, including the Telephony Platform, used by ZON s Customer Care are Web- and Cloud-based. Part of the support team and the majority of the Customer Care teams at ZON are outsourced. This helps mitigate labor productivity risks and address Portuguese work legislation requirements. The Genesys solution works seamlessly with the way an outsourced contact center team operates. As a result, Genesys has become a competitive differentiator for ZON and provides customer engagement across the entire service operation, regardless of location. Evolving Customer Care as Business Evolves At ZON, customer care is evolving along with the complexity and diversity of their products. One of the initiatives they have introduced, Unified Front End, combines the customer s technical and CRM information from several distinct platforms. This evolution also introduces automatic data analysis and correlation, reducing the skills needed to handle customer interactions, while at the same time reducing operator error rates. Genesys SIP is part of the package that has made this possible. To ensure business continuity, the technical architecture of the Genesys SIP Platform at ZON uses two data centers, 300 km apart from each other. The contact center operators are located in several different buildings and each handling queue has operators in more than one building. ZON has maintained business continuity as top priority and never loses focus of the customer experience, thanks in large part to the Genesys solution. They have truly embraced the idea that improvement of the customer service operation is an ongoing, always evolving activity, one that deserves top priority.

6 Best Practices for Implementing an IP/SIP Contact Center / page 6 of 7 Ensuring Smooth Rollouts with a Best-in-class Solution ZON takes their customer service operation very seriously. When they were seeking a software solution, they reviewed many industry providers and were clearly seeking a best-in-class application that would meet their ongoing customer contact needs. They needed the best SIP technology. They needed a solution that could handle multiple sites, multiple sourcing and a multiple vendor infrastructure. And, ZON needed an open standard that offered total customization. ZON uses several environments: developing, testing, and production. By operating this way, they ensure smooth deployments and easy troubleshooting without impact to the customers. They utilize a single inbound number for customer support. Genesys SIP has made all of this easier, more predictable for planning purposes and reduced the learning curve for new agents and content center management alike. The Results are In Within ZON, the Genesys solution has now rolled out to eight locations, supporting 2000 agents taking about 50,000 inbound calls each day, as well as handling s. Four hundred additional agents are making outbound calls. The eight locations are linked as a virtual contact center, with inbound calls now divided based on the specific customer requirements, rather than the location they re calling from. Calls are then routed from central queues to the next suitably skilled agent available in any of the locations. ZON has not only protected its investment, but has seen a number of efficiency improvements since introducing Genesys. With the business operating out of several buildings, ZON estimates that by virtualizing the contact center operations so all calls are routed from a single queue, the company now realizes a ten percent cost saving. ZON has also reduced call handling times by using computer telephony integration (CTI) and caller identification to automatically present agents with customer details. It estimates a 30-second reduction in average inbound call handling times. Smart routing also reduced the number of transferred calls between queues by five percent. Both these features have a positive impact on customer satisfaction. By moving from manual to automatic dialing, ZON saw costs in its outbound operations fall by an average of 50 percent. Having a blended environment, agents are automatically presented with inbound calls during peak periods, with idle periods now used to run less urgent outbound campaigns. This flexibility allows ZON to maintain a consistent service level at all times and reduce the cost of outbound campaigns.

7 Best Practices for Implementing an IP/SIP Contact Center / page 7 of 7 The Power of The Genesys SIP Contact Center Solution The Genesys SIP contact center solution allows you to leverage the leading Genesys customer service solution suite on an open-standard IP infrastructure that reduces costs, boosts performance, increases flexibility, and improves management control. It also: Routes SIP-based multichannel universal routing solutions that can route customer requests across the phone, , chat, video, Flash, SMS, social media and back-office workflow tasks to the right resource the first time. Integrates with any SIP-enabled infrastructure and application to provide functionality without proprietary requirements or ripping and replacing existing investments Creates a single virtual resource pool across the contact center, back office, and remote locations for easily adding staff during peak times Enables the use of applications such as presence, IM, voice, and video to provide higher quality customer service Lets you extend the contact center across the enterprise to access the best talent 24/7 and reduce customer frustration. Put Genesys to Work for You With more than 20 years of customer service innovation and experience, Genesys is uniquely positioned to help companies bring their people, insights, and customer channels together to effectively drive today s new customer conversation. Through innovative technologies such as Genesys SIP, Genesys is transforming the contact center and enabling true enterprise-wide customer service. With an infrastructure-independent, open, and standards-based approach, Genesys SIP allows companies to seamlessly migrate at their own pace and achieve scalability and flexibility while extending the life of legacy investments. For more information on Genesys solutions visit Corporate Headquarters Genesys 2001 Junipero Serra Blvd. Daly City, CA USA Worldwide Inquiries: Tel: Fax: Genesys is the world s leading provider of customer service and contact software with more than 4,000 customers in 80 countries. Drawing on its more than 20 years of customer service innovation and experience, Genesys is uniquely positioned to help companies bring their people, insights and customer channels together to effectively drive today s customer conversation. Genesys software directs more than 100 million interactions every day, maximizing the value of customer engagement and differentiating the experience by driving personalization and multi-channel customer service and extending customer service across the enterprise to optimize processes and the performance of customer-facing employees. For more information visit: or call GENESYS. Genesys and the Genesys logo are registered trademarks of Genesys Telecommunications Laboratories, Inc. All other company names and logos may be trademarks or registered trademarks of their respective holders Genesys Telecommunications Laboratories, Inc. All rights reserved v

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