VoIP Technology Shows Significant Promise For Call Center Operations

Before plunging into VoIP head first, it's importantAs of now there are fewer large installations in place,
that businesses understand just what they areand they are generally multisite, often with overseas
"talking" about when they begin looking at VoIPpositions (including outsourcers). The major system
technology for their call center operations.vendors such as Avaya, Cisco, and Nortel all say they
Understanding these subtleties will ensure properhave pure IP installations of 2,000 seats or more.
planning and appropriate decisions. The first key is toThat's impressive...and it works. It won't be long
realize that "VoIP" is the basic term where cost alonebefore the pace and numbers of installations among
seems to be the driving incentive. But IP Telephony islarger companies grows significantly. They won't long
so much more. Unlike VoIP lite, IP telephony is notbe able to deny the benefits offered and the
simply about cost savings. The benefits of IPpotential positive impact on process and cost
Telephony to call center operations include richefficiencies.
applications, enabling mobility, increased productivity,"The industries making radical changes are the ones
and enhanced business continuity.who are suffering the most pain from economic and
DEFINITIONSmarket forces, such as teleservices [outsourcers],
VoIP is the basic transport of voice in a packet formairlines, telecom and high-tech companies," says
on an IP-based data network. It is the transmissionLawrence Byrd, a convergence strategist at Avaya.
of telephony over a data network and offers little in"These companies are seeking substantial cost
the way of features and functionality. IP Telephonysavings from infrastructure consolidation, for example
uses VoIP but is a software application suite offeringreducing 30 separate [automatic call distributors] to
rich feature applications. These often-modularone or two, moving away from the complex and
applications lend themselves to cost-effectiveexpensive network routing architectures of the
integration with other applications that share the IP1990s, and intelligently routing the right customer to
network. Voice and Data Convergence may bethe right agent, wherever they are."
defined as the integration of voice and data"These companies understand that they must make
applications in a common environment. Of particularmore significant investments in network optimization,
significance is the integration of communicationsas well as changes to their business processes and
applications with key business applications. The latterhow they manage their people. But they are willing to
are usually tied to business processes, which aredo so for the payback offered. IP telephony in the
central to an organization's operations.contact center is the technology enabler for such
IP telephony lends itself to contact centres for thetransformation," he says.
ease of integration with sophisticated multimediaTHE TRENDS FOR VoIP
applications as well as computer telephonyToday, many of the large call center installations -
integration, intelligent call routing and distributed orthose exceeding 200 seats - are hybrid solutions,
virtual contact centre applications. The merging ofsome sites are TDM, some are IP. Companies use IP
voice and data applications, such as Unifiedtrunking between sites and IP to some desktops, for
Messaging, is perhaps indicative of where IPexample, at new sites or sites where the switch has
telephony as a voice-based application leaves off andbeen upgraded. The traditional PBX can serve as a
convergence starts.gateway, converting between TDM and IP.
Voice and data convergence may be construed asBusinesses with multiple locations are turning
the coming together of voice and data in a commonautonomous sites into satellite sites, significantly
environment. This simplistic definition belies thereducing the numbers of servers, applications and
significance of convergence. The reality is thatlicenses required for functions such as routing,
converging voice and data enables the integration ofreporting, Computer Telephony Integration (CTI),
voice communications applications (such asquality monitoring and workforce management.
teleconferencing and speech access) with keyAnother trend is higher adoption rates in Europe
business applications (such as sales force automationMiddle East/Africa and Asia Pacific. North America is
and supply chain management). These businessgenerally slower to adopt IP contact center
applications are predicated on business processestechnologies because of more conservative and
that are the lifeblood of most organizations. Byrisk-averse decision-makers, and more large installed
marrying these applications on any network and onsystems. However, of Cisco's 1,500 installations
any device, the door is opened to deriving new levelsworldwide for example, approximately half are in
of business value.North America.
THE PROMISE OF VoIPYet another trend is for companies to adopt VoIP in
In recent years the number of companies looking tothe enterprise first and then in the contact center.
up grade their call center infrastructure viaGartner analyst Bern Elliot says IP system sales
implementation of VoIP technology has grownalready have overtaken TDM system sales for
dramatically. Merging voice and data on a singlecorporations, but "IP adoption in the call center will
network and deploying an IP-based contact centerlag." Elliot predicts that traditional TDM-based call
platform allows companies to route calls to home andcenters will remain the dominant architecture for new
satellite offices more efficiently. This approach issystem sales in North American until mid-2006.
delivering on the promise of helping companies growIP-based call center systems comprise approximately
their business, apply productivity enhancing10% of new system sales today.
applications, and expand call center operations easilyLEASONS LEARNED
and cost effectively. Scaling for growth to newBusinesses leery of IP contact centers typically
remote service centers is a smooth transition asexpress concerns about security, quality, reliability and
each is treated as an add-on node to the existing IPscalability. Early implementers say they faced
network.challenges, primarily with quality of service, but they
Companies can add remote staff to call centerused assessment, configuration, testing and
queues when needed and can retain key employeesmonitoring to successfully address those issues.
by letting them work from home. The entire processHowever, the rule of thumb is that if you've done
can utilize one application to manage all media forwhat you need to do for your network for other
routing and reporting across agent locations. Anapplications, running phones on IP is not a leap of
additional benefit is the ability to deliver businessfaith.
applications over this new network when necessary.Many early implementers say voice is more secure
Potential hurdles to implementing pure VoIP includeand more reliable over IP than it was in a TDM world,
preparing the network with switch and routerand the enhancements to their networks for voice
upgrades, replacing all the desktop phones, andalso have benefited their data applications. For
upgrading adjunct systems such as voice mail. Theseexample, many clearly saw the potential benefits for
are not insurmountable issues and can either begrowth, flexibility and disaster recovery.
accomplished all at oce (shotgun) or in a phased inWhen a significant disaster occurs and a business
approach. However it is accomplished the businessmust trigger its disaster-recovery plan, it is a relief to
benefits far outweigh any initial challenges.easily be able to add seats at other sites and reroute
It's safe to say that the great migration to the IPcalls quickly, with no effect on service. It is also
contact center is well underway. While there arereassuring when system continuity enables the
many approaches, vendors and users agree that thefollowing of the rigorous security processes applied
decision is not driven by the technology, but ratherto all other applications for your voice and call center
by business applications that the technology enables.applications.
While companies may appear to take very differentMany companies have found that TDM is just too
paths to VoIP, each is able to make the right decisionexpensive for what they want to do. Often they'll
for their current and future business needs from adiscover that a pure IP solution offers their company
myriad of solution options.lower total cost of ownership than TDM, with
THE MIGRATION TO VoIPadditional savings over time by avoiding proprietary
In general, however, the migration is happening veryhardware. Frequently they'll also see benefits from
slowly. Art Schoeller, an analyst at The Yankeevirtual operations across sites and CTI in hours
Group, says, "The move to IP in the contact centerinstead of months. Also seen have been savings on
is inevitable but not imminent. The transition fromwiring, moves, adds and changes, and networking of
TDM to IP, catalyzed by Cisco, is much like theremote locations, while buying flexibility for the future
transition from analog to digital systems, which wasincluding multimedia enhancements.
catalyzed by Rolm. Like that transition over 20 yearsTHE FUTURE
ago, this transition will take time. And this one is moreThe breakthrough in adoption of IP in the contact
complex."center will occur as more companies share evidence
Where this transition seems to have found it's lead isthat it is low risk, it works, and there are quantifiable
among smaller business entities. Most IP contactbusiness benefits. Any initial trepidation will soon
center installations have occurred in small to midsizedisappear as companies recognize that VoIP is a
businesses (SMB). Many of these SMBs use hometechnology that's right for them.....and whose time has
agents and remote offices. SMBs tend to be morecome for the call center industry.
willing than larger companies to take risks, many areTip....for assistance in finding just the right fit in a
growing, and they are reaping the benefits ofVoIP solution for your call center operation take
flexibility and agility. Seeing this untapped potentialadvantage of the FREE consulatative services at
larger businesses are begining to follow suite albeit atBusiness VoIP Solution.
a somewhat slower pace.....so far.