case study... The biggest contact center in Balkan at Telekom Serbia

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Darleen Rodgers
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1 case study... The biggest contact center in Balkan at Telekom Serbia Belgrade Bratislava Bucharest Budapest Prague Warsaw

2 Challenges: Solutions: Installation of the biggest contact center in the Balkan area for nearly 3 million customers Connecting all departments within company by a unified contact center, providing the clients with accurate information about the company and all its services Integration of the contact center solutions with Telekom Serbia's own business process application 3 million users can contact Telekom Serbia through several media channels, including telephone, , SMS and fax Improved Call Answering Rate for the visa services from 30% to 90% Avaya Media server based on SIP technology Avaya Interaction Center 7.1 Avaya IR NICE Voice and screen recording Avaya CMS and Cognos Value created: Possibility to transform the contact center into a profit center Clients may give feedback on the service immediately after each interaction

contact Telekom Serbia through several media channels, including telephone, e-mail, SMS and fax Improved Call Answering Rate for the visa services from 30% to 90% Avaya Media server based on SIP

3 Assessing the situation: Before the consortium of Algotech, Saga and Geomant implemented its contact center, Telekom Serbia used to have four different services for each of its business segments: 988 (for information about phone numbers), 977 (for reporting failures) and 9813 (for new services, information and complaints) and visa service. The unified contact center, delivered by the consortium, connected all the departments of Telekom so that all its customers are able to get precise information about the company and its services. Delivering the solutions:,, Telekom Serbia developed its own CRM application called TIS (Telekom Integrated System), and it was fully integrated with all the contact center solutions. Since we were receiving an average of but sometimes even calls every day, it was crucial for us to have a solution enabling us to share information with our customers in an effective way, commented Dragan Jovanovic, Director of Customer Care Department at Telekom Serbia. A TIS (Telekom Integrated System) was fully integrated with all the contact center solutions. The solution is as reliable as its components are. The heart of the system Avaya Media Server is industry's most reliable IT platform, with average break-down time of 1 hour in 6 years. (99.999% secure). All DTMF customer interactions are supported. Thanks to the native integration with the AIC solution, Avaya AIC and IR products are natively integrated, without any need for the custom-interface creation. This allows for the creation of call flows that are unified: a call may start with the IR, where at any point the agent can choose to talk to the operator. While the call is passed, all information interacted with the IVR is displayed on the operator's screen. This also works in the other direction an agent can pass a call back to the IR at any point and all information handled by the human operator will be available to the IR application. At the end of every customer interaction, the agent is prompted to fill in fill in questionnaires in which customer feedback is logged for possible future use.,, The proposed solution is highly flexible and aims at converting the contact center into a so-called profit center, meaning that it gives every possible tool for recognising sales opportunities. The contact center provides inbound and outbound services, surveys, database management (database marketing, data mining, data cleaning), collection security, telemarketing, customer loyalty development programs, market research and marketing/sales campaign planning, said Aleksandar Bakoc, Managing Director of Algotech Serbia.

The unified contact center, delivered by the consortium, connected all the departments of Telekom so that all its customers are able to get precise information about the company and its services.

4 One of the services noticebly improved is visa service where users can get all the information needed for obtaining visas for eight countries, Italy, Slovenia, France, Sweden, Turky, Greece, Spain and Belgium. In January, more than 16.5 thousand citizens contacted Telekom for visa service. Number of the received calls for this service is around 6000 monthly, with tendency of increase regards to Telekom's marketing campaingns. The implementation of the contact center improved the Call Answering Rate for the users of the visa services from 30% to 90%. Besides improving visa service, Avaya contact center made the increase in number of agents possible, especially during summers when there is a higher demand for information. Modular and scalable components on all levels, including hardware and software components, and applications. Every addition to the system agents, supervisors, functions or servers is a modular expansion and not a fork-lift upgrade of the system Voice Data TS SMIN System interfaces Contact Center Solution Agent desktop Telekom Srbija IT Infrastructure SPECTRUM and WALLBOARD WFMS SIP Proxy IP Agent Softphone IC Agents Call Management System (CMS) Communication Manager TIS Infrastructure (DB servers, Application servers) IR System IC Database Reporting Subsystem NICE Universe Cognos NICE Recording Solution AES TS EMC Storage system Operational Analyst (OA) Interaction Center AIC Voice Connector AIC IVR C onnector /FAX/SMS C onnector Media Connectors Web Connector TS Web Server TS Server(s)

Number of the received calls for this service is around 6000 monthly, with tendency of increase regards to Telekom's marketing campaingns.

5 About Telekom Srbija: Telekom Srbija is a Telecommunications company based in Serbia with headquarters in Belgrade, providing services for more then 2.8 million users of fixed and 4.1 million users of mobile telephony. Telekom Srbija is 80% owned by JP PTT Srbija and 20% by OTE (a Greek telecommunications company). Some of its additional services are maintenance of telephone lines, ISDN, ADSL, internet providing services. Telekom Srbija recently acquired the majority of Telekom Srpske shares for 646 million.

Telekom Srbija is 80% owned by JP PTT Srbija and 20% by OTE (a Greek telecommunications company).

6 About Algotech: Algotech is the very first regional provider of contact center solutions in Central and Eastern Europe, present in seven countries of the CEE region: Serbia, Montenegro, Hungary, the Czech Republic, Slovakia, Poland and Romania. The company offers IP telephony systems, call and contact centers and Customer Relationship Management solutions, which enable businesses to handle customer interactions in an effective and profitable way. Algotech Serbia has been operating since 1992, and having implemented more than 90 % of the countries' contact centers, is the clear market leader. In 2006, Algotech Serbia was recognised as the Best Avaya Partner in the Adriatic region. Some of Algotech's clients in the CEE region are: Telekom Srbija, Airport Serbia, American Express, Citibank, DHL, General Electric, ING, Raiffeisen Bank, Delta Generali Insurance and Vodafone. More information is available at All statements in this Case Study were made by Dragan Jovanovic, Director of Customer Care Department at Telekom Serbia and by Aleksandar Bakoc, Managing Director of Algotech Serbia.

The company offers IP telephony systems, call and contact centers and Customer Relationship Management solutions, which enable businesses to handle customer interactions in an effective and

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