How Telecom Italia Empowers Customer Service from the IMS Cloud

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2 How Telecom Italia Empowers Customer Service from the IMS Cloud Giacomo De Filippis, IPCC Senior Program Manager, Telecom Italia Guillaume Calot, Strategic Business Director EMEA, Alcatel-Lucent Enterprise

3 AGENDA Introducing Customer Service from the Cloud Telecom Italia Contact Center SIP Contact Center IMS deployment Conclusion & roadmap 3

4 AGENDA Introducing Customer Service from the Cloud Telecom Italia Contact Center SIP Contact Center IMS deployment Conclusion & roadmap 4

5 Key drivers for Cloud Customer Service Customer Service Hosted & SaaS offers Infrastructure 5

6 Driver#1: Customer Service optimization Generate brand recognition, differentiation, customer acquisition & retention Customers have overall a poor opinion of their SP s customer care (*) Customer service quality impacts directly the risk of customer churn Deliver a consistent service in a increasingly complex environment Across all offers: Fixed, Mobile, Internet, Enterprise Across all channels: voice, , chat, tasks Decrease costs through infrastructure consolidation & resources virtualization How satisfied are you with the service you ve received when you 50% 52% 39% Call the Customer Service Hotline Deal with a service Representative in person Use the online self-service site 6 (*) The state of Service Provider Customer Service (2008)

7 Driver#2: Deliver Hosted & SaaS offers Answering to enterprise business drivers: OPEX model & price pressure Time-to-market Introducing new technologies Extensibility/Flexibility Resource virtualization While managing adoptions barriers: Premise investments Security Loss of local control Long term business case Reliability 7

8 Driver#3: Infrastructure transformation Core networks Data: from layer 2 to MPLS to managed IP Voice: from PSTN to VoIP to SIP Core platforms: from dedicated to cloud Data Centers Storage Core applications: from IN to IMS Network routing & IVR Billing Business applications IP-PBX/Centrex, Video/Collaboration, Fixed-Mobile Convergence Identifying opportunities for network IVR in a changing global landscape (2010) IMS: operator strategies & business cases (2009) 8

9 AGENDA Introducing Customer Service from the Cloud Telecom Italia Contact Center SIP Contact Center IMS deployment Conclusion & roadmap 9

10 What we are going to show Telecom Italia began since 2008 an evolution process of its Contact Center to IP technology. IP technology enables new features, multimedia, etc. but are the technologies ready to be used? In this section you will find description about: Telecom Italia Drivers that pilot the transformation; Architectural model considerations; User Experience description; 10

11 About Telecom Italia Telecom Italia is the largest Telco Operator in Italy. Focus on core market: Italy and Brasil. 16,3 Mil. Fixed Line Customer, 8,6 Mil. Broadband Customer (DM) 31,1 Mil. Mobile subscriptions (25,6 Mil. Pre-paid) 2 Main Contact Center (based on Genesys Network Solution) for: Customer Operations of TOP, Large Account and Enterprise Customer Customer Operations Business Customer Customer Operations Consumer Fixed Line 1 Contact Center Customer Operations Consumer Mobile 11

12 Telecom Italia Customer Service strategy Improve efficiency & effectiveness through a new E2E integrated & multichannel approach Increase operating efficiency through a balanced make vs buy mix Fixed-Mobile integration Reach excellence through a new E2E integrated & multi-channel approach Increase operating efficiency leveraging on Fixed-Mobile integration Project: Enhance multi-channel contact model based on VoIP Fixed-Mobile integration (191 business) Hosted Contact Center 12

13 AGENDA Introducing Customer Service from the Cloud Telecom Italia Contact Center SIP Contact Center IMS deployment Conclusion & roadmap 13

14 IP Contact Center Multimedia Interaction Using IP Contact Center the enterprise will communicate with customers via the channel that each most prefers: voice, , IM, chat, or video, in order to enhance the customer experience leveraging on Multimedia interactions. IM The new generation of consumer is ready and willing to begin using Multimedia interactions to communicate with the Web enterprises they chose to do business with. Presence & Identity Multimedia Interaction Fax Leveraging presence technology to help agents resolve a customer s issue by instantly recognizing status, location, and availability of subject matter experts Thanks to fully exploiting multimedia It is VoIP possible to create a blended, consistent, Conference & Collaboration IPTV multi-channel experience that better resolves customer queries and issues 14

15 IP Contact Center Universal Access & Virtual Centralized CC Universal Access approach better utilizes resources, strengthens customer service, and reduces maintenance costs. Contact Centers can enable branch employees, home offices, and expert agents, regardless of their location, to efficiently manage their time and resources, gain greater control of their ability to assist with customer service, and improve first-call resolution rates Virtual Centralized CC allows to more effectively manage spikes in volume by routing certain customer calls to move sites, which prevents customer from wait on hold or even being blocked Due to routing rules based upon criteria such as customer priority, agent skill set, availability of experts, CC performs intelligent use of valuable resource, reducing costs and maximizing the customer experience which impacts on better customer acquisition and retention 15

16 AGENDA Introducing Customer Service from the Cloud Telecom Italia Contact Center SIP Contact Center IMS deployment Conclusion & roadmap 16

17 Genesys SIP Server Architecture SIP-enabled IP Contact Center, using distributed IP technology, supports the virtualization of Contact Center in terms of a single, logical agent pool based on resources that can be spread in multiple locations. Control of the customer operation can be deployed in the following 3 different ways Not Hosted : easier way of deployment, consist in replacing the legacy ACD with SIP-enabled IP Contact Center, giving the opportunity to remotize workers, without the flexibility of developing new capabilitis Hosted without Control Layer : control of customer operation can be centralized in a data center or in a hosted service provider who can develop new capabilities according to proprietary solution Hosted with Service & Control Layer : control of customer operation can be centralized in a data center or in a hosted service provider who can develop new capabilities, separating the service layer from control layer and resulting in a flexible and suitable architecture 17

18 Genesys SIP Server Hosted Deployment Scenarios SIP Server play the role of Application Server in a Full IMS standard infrastructure, enabling the creation of new services which were not possible previously The key benefit from deploying IMS networks is new and increased revenue streams, reduction in capital and operating costs and delivery of new multimedia services in a very short time-to-market cycle The Framework is the Genesys shared environment which enables management, reporting and security capabilities to the entire architecture NT Server is the network element with the load balancing and routing function. It is the owner of the call delivery to the correct SIP-Server The Gateway is the border element with the role of interface to PSTN world. It must be able to manage both signaling andmedia gateway functions The Call Session Control Function (CSCF) is a central component to signaling and control within the IP Multimedia Subsystem (IMS) network. IP Contact Center capabilities can be delivered to both traditional and VoIP endpoints. It can be interfaced to legacy PBX as well as ACD Contact Center or innovative full IP endpoints pbx-less 18 - Advantages - Time-to-market Scalable Reuse of legacy equip. Pre-IMS infrastructure PBX functionalities Voic integration Multi-site Multi-channel High-availability Custom vs Standard

19 Why Network Contact Center? The two approaches enable two different CC models Dedicated network resources and ad hoc implementation of load sharing/disaster recovery with no reuse of network redundancies already in the network. Dedicated Operative Model: the Operation activities on the CC platform require specific skills both in telephony and applications side Integrated Operative Model: the Operation activites on the CC platform are strictly related to the applications area, demanding the telephony infrastructure Operations to the realted competence centres. IVR and ACD logics at Applications level: a single element (i.e. IVR) could be shared with different services (i.e. premium numbers) Sinergy of logics and resources already available in the network (call routing, load sharing and disaster recovery) 19

20 Migration to SIP Server SIP enables new features & services, e.g. multi-channel routing SIP requires a careful network integration SIP is a powerful and open language, however, requires a precise set-up between network elements; Services migrate from legacy to an IP (IMS) infrastructure but, under the architectural level, they are based on different concepts. This situation it is not free of impact on the various network layers (service and control); Operators must provide a transition phase where the two realities (Legacy and SIP) coexist side by side in providing services. 20

21 AGENDA Introducing Customer Service from the Cloud Telecom Italia Customer Service & Cloud strategy IMS Contact Center project Conclusion & roadmap 21

22 Conclusions (1/2) To take Customer Care to the next level, a new technology was required that didn t impose limitations on the locations of resources involved in customer communications Telecom Italia see an exciting potential market grow as Hosted Contact Center, opening these services to external clients. - Highlights - - Benefits - Including resources outside the CC into the customer service operation (i.e. back office workers) Increasing efficiencies with a broader, more skilled labor Driving down service delivery costs Supporting new interaction types, including video and IM Communicating with customers over multiple communication points simultaneously Breaking out of the ACD paradigm Dynamism: expanding available pool of potential agents Single point of control: all system administration functions can be delivered from a single location No rip and replace: Customer Care can make the move to SIP based on its own business driver and at a pace that is manageble for IT Cost saving: reduce capital expenditures by deploying industry standard Legacy equipment replacing with centralized software-based solution running on standard hardware Realizing massive cost saving 22

23 Conclusions (2/2) Why TI choose Genesys SIP Server for Customer Service Operation? TI developed its Genesys Contact Center solution since 1999, with Genesys SIP Server, TI will move to IP (IMS) scenario, in an open-standard IP infrastructure, making the implementation of long-held customer service desires economically feasible There are 7 key ways that a SIP Contact Center can improve Front and Back Office Full Integration Multi-sourcing (collaborative Outsourcing) Support for branch offices Support for work-at-home agents Meeting Multi-Channel / Multimedia Requirements Improved Analytics and Real-time Customer Service Tracking Implementations Result in Greater Profitability 23

24 Status & Roadmap 1. What is deployed a. Running migration of about 1000 operators for a TI Client; b. Started Migration of 1000 operators Telecom (Business); 2. Project: lessons learned, but it is still ongoing 3. What is next? a. Genesys SIP Server (release pure IMS) is being validated in field and we expect to deliver in september. b. Architecture completation; deeper integration with IMS network elements (MRF, IVR, ecc. c. New Clients porting 24

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