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Table of Contents
WHAT IS PEGACALL?................................................................................................1 TYPICAL CALL CENTER ENVIRONMENT .........................................................................2 PEGACALL CALL CENTER ENVIRONMENT ...................................................................4 PEGACALL HIGH LEVEL ARCHITECTURAL DESIGN ......................................................7 PEGACALL FUNCTIONALITY ........................................................................................9 Data Pre-fetching .....................................................................................................9 Enhanced Call Routing.............................................................................................9 Adaptive Screen Pop.................................................................................................9 Comprehensive Reporting Facilities.......................................................................10 Additional Functionality .........................................................................................10 PEGACALL STRATEGIC PARTNERS .......................ERROR! BOOKMARK NOT DEFINED.
What is PegaCALL?
PegaCALL provides Computer Telephony Integration (CTI) to improve call center operations. PegaCALL enhances telephone-based customer interactions such as service inquires, telemarketing, sales, and collection efforts by integrating Pegasystems workflow capabilities with telephony hardware, software, and industry-standard APIs. PegaCALL is a component of Pegasystems Customer Contact Call Center Solution. This document will review the functionality and high-level architecture of PegaCALL.
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Legacy System
2.
IVR/VRU
1.
Customer
PBX/ACD/Switch
Queue
3.
May II have May have your account your account number? number?
4.
Figure 1: Traditional Call Center Environment The numbers on the diagram correspond to the steps outlined below. These steps give a high-level overview of a call as it moves through a typical call center environment. 1. A customer calls a Call Center. Mr. Jones is a high balance account holder at The Bank. He calls The Bank's customer service center because he wants to make an adjustment on his account. 2. When the call arrives in the IVR, Mr. Jones is prompted to enter his account number. He enters his account number, account verification information, and proceeds to move through the IVR voice menus. He then selects the option to make an adjustment on his account. Mr. Jones is unsure of how to update his
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account from the IVR and decides that he needs to speak with someone to help him make the adjustment. 3. Mr. Jones opts to speak with a Customer Service Representative (CSR) and the call is transferred out of the IVR to the PBX where it is routed to queue and waits for an available representative. 4. A CSR becomes available and answers the call. The CSR asks Mr. Jones for his account number again before servicing can begin. Mr. Jones must repeat the account information he has already entered into the VRU including his account number and personal identification code (PIN number) because the information is not available to the CSR. From this overview, it is apparent that the traditional call center is not servicing the customer as effectively and efficiently as possible. In this type of call center, all calls are sent to a single queue where they wait for the next available CSR. In doing so, the call center misses the opportunity to segment its calls by product and/or customer profile and route the calls to CSRs who are specifically trained for more specialized service. When a customer has to repeat information to a CSR that he already entered into a system, it wastes both the customer and the CSR's time. The result is increased talk time and a poor service experience for the customer. These inefficiencies of traditional call centers can cost a company valuable time, money, and opportunities for building customer relationships.
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1. Customer
PBX/ACD
Queue A Queue B
3.
Queue C
Hello Mr. Jones Hello Mr. Jones How may II help How may help you? you?
PegaCALL PegaCALL
4.
Figure 2. PegaCALL Call Center Environment The numbers on the diagram correspond to the steps outlined below. These steps give a high-level overview of a call as it moves through the PegaCALL call center environment. 1. A customer, Mr. Jones, calls a PegaCALL enabled Call Center. Mr. Jones, a high balance account holder at The Bank, calls The Bank's customer service center because he wants to make an adjustment on his account. 2. When the call arrives in the IVR, Mr. Jones is prompted to enter his account number. He enters his account number, account verification information, and proceeds to move through the IVR voice menus. He then selects the option to make an adjustment on his account. Mr. Jones is unsure of how to update his account and decides that he needs to speak with someone to help him make the adjustment. 3. Mr. Jones opts to speak with a Customer Service Representative (CSR). The information gathered in IVR, including Mr. Jones account number, is now passed to PegaCALL. PegaCALL now fetches all the available information on this customer from the legacy systems. PegaCALL evaluates this information and determines that Mr. Jones is a high balance customer
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attempting an adjustment on his account. Mr. Jones high balance makes him a particularly valuable customer and PegaCALL routes the call to a queue serviced by highly trained CSRs. 4. As soon as a CSR is available, the call is transferred to the CSR and all the information pertaining to the customer is transferred to the CSRs workstation. This is known as a screen pop. The CSR immediately knows that Mr. Jones is on the line. There is no need to ask Mr. Jones to repeat any account information because it is now on the CSRs screen. In addition, the CSR is able to see other information such as what Mr. Jones was attempting to do within the IVR and can proceed to assist him further. With a PegaCALL call center, customer service representatives are armed with tools to help them service a call more efficiently and effectively than they could in a traditional call center. The screen pop information is presented in a concise window that highlights the key information required to begin servicing the call. Additional account information is available at the CSRs workstation as the user proceeds with the call by clicking on a button from the screen pop window. A sample screen pop window is shown here:
Figure 3: Sample Screen Pop Window Note that the screen pop window will not replace the contents of the main window and wont destroy work in progress. The context of the workflow that the CSR is executing is preserved until such time as the CSR takes an action from the screen pop window and runs a GDOO.
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IVR PegaSYSTEM Workflow Objects Telephony Objects Workflow Engine Telephony Objects ACE/ REACH REACH Industry Standards
TAPI 2 TSAPI CT-CONNECT
PBX
Figure 4. Overview of PegaCALLs Architectural Design By linking hardware with telephony objects, PegaCALL can control calls and execute workflows required to service a call at key points as the call moves through the call center environment. These interfaces allow the hardware to pass tag-data information to the PegaSYSTEM and execute telephony objects, or GDOOs, within the PegaSYSTEM to deal with key events.
Example: When a call arrives as a CSR phone, the PBX provides the
Pegasystem with key information such as the fact that the call has been delivered to a CSR, and the phone extension. This information is passed to the Pegasystem as tag-data pairs. A GDOO in the system called CTIOFFERING executes which uses this tag-data to send a screen pop with customer information to the CSR who answered the call.
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PegaCALL utilizes industry standard APIs to interface with the PBX and proprietary interfaces to connect to the IVR, where there are no industry standards available. The type of PBX determines which industry standard is used. See PegaCALL Hardware Interfacing Options for more information. For detailed information on the architectural components and step-by-step call flow information, refer to PegaCALL technical documentation.
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PegaCALL Functionality
Some examples of PegaCALL functionality are reviewed in the following sections:
Data Pre-fetching
Data pre-fetching capabilities allow the system to gather customer information before the call reaches a CSR. By utilizing the interfacing capabilities of the PegaSYSTEM, data can be gathered from external systems based on information collected in the IVR. As a caller moves through the IVR menus, information such as the account number is collected. This information can be used when performing a GEXT or other command to collect additional information on the caller. This information can be used to make call routing decisions, provide screen pop window information and other data to service the call when it reaches a CSR and could include full name and address information, account type and status, balance, etc.
Example: A call comes into the call center from a customer who has a Gold
VIP account, requiring high minimum balances. Once the account number is entered, information on the caller is retrieved, indicating the account type. This call can be routed to a queue staffed by highly skilled CSRs. Another Example: A call comes into the call center from a caller whose account is in collections. By evaluating this information, the caller can immediately be transferred to the collections department. Another Example: A customers profile information indicates that they prefer to speak French instead of English. The call can be routed to a bilingual operator.
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The type of screen pop window and the information it displays is determined by evaluating the information gathered on the caller. Examples of this functionality include indications of product type, language preference (so that bi-lingual operators can greet the caller in their native language), and qualification for promotion and/or cross selling opportunities. The screen pop window displays fields of information about the caller and includes buttons and messages that can lead the CSR into specific call center workflows. All information about the call is then passed to the workflows so servicing can begin. Information on the caller can also indicate that the caller was attempting certain functions in the IVR when the caller opted to speak with a CSR.
Additional Functionality
Additional functionality includes preview dialing (point and click dialing), Predictive Dialer integration, software phone features, and integration with PegaWEB. Consult the marketing literature for further information.
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IVR
Workflow Objects
Genesys/ GeoTel
PBX
ACE/ REACH
Figure 5: PegaCALL installation with CTI Solution Partner PegaCALL CTI Solution Partner implementations offer essentially equivalent Pegasystems functionality as native implementations and pricing for PegaCALL is the same in either case. In a CTI Solution Partner implementation, we sell PegaCALL with a Genesys or GeoTel interface, as opposed to PegaCALL with a TAPI, or other industry standard interface, in addition to an interface to the IVR. Note that for the client however, the purchasing of Genesys and GeoTel
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technology in place of the industry standard interfaces may represent a significantly higher additional cost.
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