Cadbury sweetens contact centre experience with call-routing

SAP implementation in 2008

Cadbury Schweppes has ditched its old Siebel-based analogue call centre solution and standardised on a more advanced platform with call-routing and a SAP database.

The global food, beverage, and confectionary giant operates inbound and outbound contact centre channels devoted to its internal customer service and sales, with offices spread across Australia.

Cadbury Schweppes customer interaction centre manager, Jeremy Thew, began the development of the company's contact centre several years ago by creating a basic network between two sites.

"I wanted the centre based around the principle of one contact, one voice, one system, and once only," Thew said.

Speaking at the Avaya contact centre conference yesterday, Thew said call centre renovation began with dumping unused legacy systems, such as its Siebel CRM database, to standardise on Avaya's call-routing, and customer recognition solution.

The previous site was built on "woeful technology" according to Thew, which included a PABX system with an ACD server, no voicemail, software with expired licenses, no call forcing or reporting, unsynchronised operator screens, bad headsets and a weak analogue system that was supported by only two technical staff.

"It is a global decision to swap Siebel for SAP in early 2008; the [Siebel] database was antiquated and it was slowing down our operations [and] since we have stopped using it, our calls have risen from 60 to 105 a day with more visibility," Thew said.

He said the project was driven by the need to accurately process every sales order to avoid missing customer shipments.

"We would have issues with the Navy, hauling and logistics if even one sales order was [not processed] which means the customer could miss-out on a shipment for a week," he said.

The new system includes a cleaner IVR, with call-routing to specific agents, digit capture to identify customers, Avaya EC500 call diverting from landline to mobile devices, a new call management system, remote call monitoring, and agent screen pop-ups.

On the hardware side, Cadbury installed two Avaya S8710 media severs, two Avaya G650 media gateways, a separate voice LAN, internal and external VoIP, softphones, Avaya 4622SW IP hardphones, and wireless headsets.

Thew said the new system has returned 70 percent of investment costs, which is just below $1 million.

He said it has also boosted customer recognition from less than 50 percent to 85 percent.

"We can accurately identify customers and route them to dedicated operators, we have better privacy and security, and each state centre can launch their own sales campaign," Thew said.

Operator productivity has also improved with Thew claiming it has reduced the need to recruit more call centre staff.

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