This document summarizes a presentation about leveraging customer relationship management (CRM) and enterprise applications with Genesys Business Process Routing. The presentation discusses how Genesys can help overcome separation between front and back office applications by integrating analytics, business process management, and communication/CRM. It provides examples of customers who improved processes, increased visibility, and reduced costs. The document also summarizes a specific implementation at Andrew Corporation which integrated Genesys, SAP applications and Avaya to improve customer service and support through routing of all interaction types.

1. LORI NORMAN[
ASUG INSTALLATION MEMBER
MEMBER SINCE: 2004
GLENN WINTER[
ASUG INSTALLATION MEMBER
MEMBER SINCE: 1998
DIANE MOREHOUSE[
INDUSTRY SIG PROGRAM CHAIR
MEMBER SINCE: 2001
]Leverage CRM & Enterprise Apps with
Genesys Business Process Routing
Karin Rittenberg
Genesys
Tom Leddy
Andrew Corporation
A Commscope Company

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Current Enterprise Business Applications
How Genesys Can Help
Business Process Routing
Andrew Corporation
Q & A
Agenda

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Current Enterprise Business Applications
Back
Office
ERP/BPM
Front
Office
CRM/Portal
Overcomes
B/O and F/O
separation
Customer
Interaction
Management
ISV and Genesys to overcome
Enterprise to Customer
separation

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Leverage our enterprise app investment
• Leverage customer access
• Gain margin
• Decrease operational cost
• Drive profit by cross selling
And they want it to be
• Fast direct but customized
• Secure and reliable
• A product
Customers told Genesys work with Oracle, Microsoft and SAP to:

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Why Do Traditional Apps Fall Short?
They often cover segments of processes, not end-to-end
process (people, systems, geographies, departments….)
Business processes within them are are implicit – making
it hard to identify the process problems, and change
quickly
Traditional applications are very IT and code-heavy,
limiting the role of the business user in driving change

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How Genesys Can Help-
It’s as Easy as ABC
Analytics
Business Process Management
Communication and CRM

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A: Analytics
Analytics
Contact center analytics into enterprise analytics

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B: BPR
Business Process Routing
Route to the right person through the right communications
channel
Optimizing resources & work processing

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Reduced Operational CostsNumberofCalls
07:00
Time
18:00
Daily traffic distribution
Available
Resources
Customers
Waiting in
Queue

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Better Visibility – of Resource & Work Queues
NumberofInteractions
Queue
Real-Time Interaction Volume
Contact
center Verification Branch 1Approval Branch 2
Work
Item
Work
Process

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C: Communication and CRM
Transform CRM with Advanced Communication
Enable Enterprise Apps with Voice & Speech
Eg. Benefit enrollment via voice
360 degree view of customer
Eg. Front- & Back-office integration

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C: Extending CRM with Gplus
Gplus Adapter & Gplus work
items option
Genesys Customer Interaction
Management
SAP, Siebel, PeopleSoft,
Microsoft
(work items, tasks)
Pre-packaged Integration
Routing
Agent Desktop
Interaction History
Configuration Synch
Statistics

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Global
Marketing
Global Service and Support & Global IT
Global Field Organization
ConsultingBusiness Solution Groups
Manufacturing
Industries
Solution
Management
Application
Development
Service
Industries
Solution
Management
Application
Development
Financial &
Public Services
Solution
Management
Application
Development
Application Platform & Architecture
Finance &
Admini-
stration
Human
Resources
Office of
the CEO
Global Comm.
Corp. Consulting
Internal Audit
Global IP
Technology Platform*
Solution Management
Genesys impacts all of the Enterprise
Genesys
Genesys
Genesys
Genesys
GenesysGenesys
Genesys Genesys
Genesys
Genesys
Genesys
Genesys
Genesys
Genesys

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A Few Examples
Global Telecom Company:
Streamlining Billing
Saving $9 Million
Leading Provider of Student Loans:
Streamlined Loan Approval
Saving $4.4 Million
Global Financial Services Company:
Managing Trade Exceptions
Saving $1 Million, 50% staff
reassignment

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Proven Success
“Genesys’ commitment to working with complementary
application providers offers businesses a ’real-world’ approach
that delivers more complete solutions.”
META Group
600 G+ Customers Worldwide

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Benefits
Improve customer experience
Personalize customer service. Automatically attach customer
data with every call and transfer.
Complete 360-degree view of the customer for better first contact
resolution
Intelligent voice self service for faster results; proactive customer
notification for better responsiveness
Real-time, integrated routing of all media types for consistent
service delivery
Increase business agility to respond to business needs and market
opportunities
Real-time, business process management integrated with
mission critical applications for faster and smarter business
decision making
Open standard, Web-services enabled interoperability to
dynamically optimize business processes and work flow across
and outside the enterprise
SOA-based foundation and composite applications leverage
existing communication resources to create new business value
Extend enterprise applications to any devices, anywhere,

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Benefits (2)
Increase information visibility for smarter business
decisions
Reporting and analytics integration for better management
insights and improved collaboration
Complete end-to-end, blended data and interactions
activities reporting for critical analysis and better decision
making across the enterprise
Lower total cost of ownership
Pre-packaged, out-of-the box integration boxes
implementation risks and high costs
Open standards solution leverages existing infrastructure, is
hardware agnostics and eliminates vendor lock-in

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Andrew Corporation
A CommScope Company
Tom Leddy – Senior Developer – Extended SAP
Solutions
Technical lead for CIC Project
Responsible for BSP Development
System Configuration
Middleware Management
CTI Integration
BASIS work
Security

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A global designer, manufacturer, and
supplier of communications equipment,
services, and systems
Total sales in 2007 over $4.3 Billion
Operates in over 120 Countries
No. of employees = 17,000
Sales done through direct sales to
OEMs, Carriers, also through distribution
channels.
Customer service and support through
six Contact Centers worldwide.
Types of customer service and support
issues –
quotes,
order management
complaints
Andrew Corporation
A CommScope Company

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Technology Environment
Avaya S8700
SAP
ERP R/3 Version 4.6c
CRM 5.0
Mobile Sales
Interaction Center Web Client
BW
Microsoft Exchange
Lotus Domino
RightFax

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CRM Implementation
Began with version 4.0 in 2004
Initially we used Mobile Sales for forecasting, opportunity
and contact management.
We upgraded to version 5.0 and implemented Interaction
Center Web Client in Q1 2008
We’re planning to upgrade to CRM 2007 by the end of Q1
2009

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Business Challenges
Information Sharing – users need
better access to information about
other agents’ interactions with
customers
Need to optimize customer service and
support to meet company metrics
Voice E-mailFax
First call resolution. Route all
interactions, including faxes from
RightFax and Microsoft Exchange
Server emails to the right resource.
Provide improved visibility to agent
activities.
Provide more reliable data for
resource allocation metrics, based
on measured workload on a daily,
weekly and monthly basis.

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Solution Overview
Genesys
Customer Interaction
Management platform
Inbound Voice
Gplus adapter and
Gplus Work Items
Option for SAP
Gplus adapter for SAP
data access
R/3 CRM
BW
Mobile
Client
CIC Web
Client
PBX
(Avaya)
Interaction
Mgmt
(Genesys)
Exchange
Server
(email)
RightFax
(fax
server)
MW
MWMW
MW
Mobile
App Studio
BSP/
ABAP/
JAVA
ITS
Legend
MW = SAP Middleware
BW = Business Warehouse
ITS = Internet Transaction
Server
BSP/ABAP/JAVA =
Programming Platforms
R/3 = SAP ERP System
CRM = Customer Relationship
Management
CIC = Customer Interaction
Center

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Implementation
No impact on existing operations
(transparent to customers)
Implementation took about 12 months
overall
4 Months for the Genesys / CTI
portion to be set up.
Genesys partner onsite throughout
implementation
Better solution design
Effective knowledge transfer
Change Management
Customer Service
Representatives now have to
process all interactions including
emails through IC Web Client

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Fax and Email Routing
Fax number is put into the subject line of an email
Genesys passes fax number or email address to a
custom function module in SAP
SAP returns username of customer’s agent for routing
Routed to generic group if no record found

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Email
Push scenario (for now)
We didn’t want agents to be cherry picking the easy emails
After we went live, we determined that this wasn’t the best
solution
As part of our CRM 2007 upgrade we’ll be switching to a pull
scenario
Multiple Logins
IC web client only allows one interaction at a time.
This is not acceptable for the way our business runs (agents need
to be able to answer the phone while replying to an email).
We solved this by creating a second login for users that’s
specifically for emails
The issue with this is that we now have to pay for two Genesys
licenses
Outgoing Emails
Extensive work with SAP support to resolve issues involving

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Order and Quote management
Still handled in R/3
Because we’re on version 4.6c, we use the BOR object to
pass data back and forth
Orders and Quotes are entered in the ERP system and
then linked to the activity clipboard in an interaction
record.

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Customizations
Custom Inbox Searches By PO Number And Sales Number
Sub-reason field on Interaction Records
Business Partner notes in Identify Account screen
Ability to copy Interaction Record notes to the Windows clipboard
End Complete button added to the toolbar to automatically close interactions

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Rollout
Application was rolled out to the users on 4/14/2008
The rollout went very smooth. Most issues were minimal
and got resolved within the first 48 hours.
Issues that have come up since the initial rollout
Functional issues
Call routing issues
Genesys services needing to be restarted
Outbound email issues

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Benefits
Efficiency – Blended Agents (Media)
Unified routing of all interactions –
voice, email, fax
Better resource allocation
First Call Resolution
Improved by routing customers to
their assigned agents,
regardless of interaction type
Fewer transfers, quicker resolution
Efficiency/Reduced Costs
Customer Experience
Management

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Benefits (cont’d)
Customer Experience
Always routed to assigned agent,
regardless
of interaction type
Customers do not have to
remember assigned agent
– system automatically routes
Management & Visibility
Measurement of all activities
Workload by day, week, month
Agent Satisfaction
Improved as work is measured
accurately and workload
is appropriately assigned and
balanced
Efficiency/Reduced Costs
Customer Experience
Management

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Genesys Solutions Used
Inbound Voice CIM
Multimedia Routing For Emails And Faxes
Sap G+ Multichannel Adapter
SAP Data Access G+ Adapter

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Why Genesys
Business Process Routing capabilities
Thorough detailed response to RFP
Ease of integration with SAP
Certifications with SAP
Ecosystem partner – Mediu

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Lessons Learned
Having a third party (Mediu) was very useful when it
came to dealing with issues between Genesys and SAP
Issues resolved quickly
Amount of finger pointing was reduced
Do not wait until the last minute to start work on reporting
Push scenario for emails eliminates “cherry picking” but
creates other issues for users that are less desirable

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Future Plans
CRM 2007 upgrade is currently underway
Spain Rollout of IC Webclient set to begin after the
upgrade is complete
Evaluation of additional functionality within the existing
application is underway by our field services group.

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Questions
Questions?

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[
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