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Ultimately, well-run call centers are nothing more than enormous routers. They receive incoming data, delivered using a variety of media (phone calls, e-mail messages, facsimile transmissions, mail order), and make decisions about handling them based on information contained in each message. One challenge that has always faced call center management is the ability to integrate message types and route them to a particular agent based on specified decision-making criteria such as name, address, telephone number, e-mail address, Automatic Number Identification (ANI) triggers, product purchase history, the customer s geographic location, or language preference. This has resulted in the development of a technical philosophy called unified messaging. With unified messaging, all incoming messages for a particular agent, regardless of the media over which they are delivered, are housed centrally and clustered under a single account identifier. When the agent logs into the network, their PC lists all of the messages that have been received for them, giving them the ability to much more effectively manage the information contained in those messages. Today, unified messaging systems also support road warriors. A traveling employee can dial into a message gateway and download all messages voice, fax, e-mail from that one central location, thus dramatically simplifying the process of staying connected while away from the office. Call centers are undergoing tremendous change as the IP juggernaut hits them. The first of these is a redefinition of the market they serve. For the longest time, call centers have primarily served large corporations because they are expensive to deploy. With the arrival of IP, however, the cost is dropping precipitously, all major corporations are now moving toward an IP-enabled call center model because of the ability to create unified application sets and to introduce enormous flexibility into their calling models.
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There is an enormous installed base of legacy PBX equipment, and vendors did not enter the IP game enthusiastically. Early entrants arrived
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with enhancements to existing equipment that were proprietary and expensive and did very little to raise customer awareness or engender trust in the vendor s migration strategy. Over time, however, PBX manufacturers began to embrace the concept of convergence as their customers demands for IP-based systems grew, and, soon, products began to appear. Most have heard the message delivered by the customer: Preserve the embedded base to the degree possible as a way of saving the existing investment; create a migration strategy that is seamless and as transparent as possible; and preserve the features and functions that customers are already familiar with to minimize churn. Major vendors like Lucent Technologies and Nortel Networks have responded with products that do exactly that. They allow voice calls and faxes to be carried over LAN, WANs, the Internet, and corporate intranets and function as both a gateway and gatekeeper, providing circuit-to-packet conversion, security, and access to a wide variety of applications; these include enhanced call features such as multiple line appearances, hunt groups, multiparty conferencing, call forward, hold, call transfer, and speed dial. They also provide access to voice mail, CTI applications, wireless interfaces, and call center features.
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An Important Aside: Billing as a Critical Service
One area that is often overlooked when companies look to improve the quality of the services they provide to their customers is billing. And while it is not typically viewed as a strategic competitive advantage, studies have shown that customers view it as one of the top considerations when assessing capability in a service provider. Billing offers the potential to strengthen customer relationships, improve long-term business health, cement customer loyalty, and generally make businesses more competitive. However, for billing to achieve its maximum benefit and strategic value, it must be fully integrated with a company s other operations support systems, including network and service provisioning systems, installation support, repair, network management, and sales and marketing. If done properly, the billing system becomes an integral component of a service suite that allows the service provider to quickly and efficiently introduce new and improved services in logical bundles; improve business indicators such as service timeliness, billing accuracy, and cost; offer custom service programs to individual
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