Presentation of a Business Idea

ROMTELECOMCall Centre Support Group

Corina Zaharia GM Mass Market DivisionROMTELECOM

Bucharest, 08.06.2005

Mission

Romtelecom Call Centre Support Group

facilitates and improves contacts between

customers and businesses through delivery

of high - end Customer Contact Centres

ROMTELECOM Call Centre Support Group

Focus on

• Consultancy

• Engineering Services

• Implementation Services

• Integration Services

• Training

• Service and Support

Market developments / trends

One 2 One marketing Multi-channel management Booming Internet services Customers are more demanding ICT is the distinguishing factor in business Businesses are increasingly flexible in opening hours (7/24)

Customer Interaction Cost

Source:(1) Lucent Technologies Marketing Costs(2) Help Desk Institute - Help Desk and Customer Support Practices (946 companies surveyed)(3) Technical Assistance Research Program (TARP) (170 companies surveyed)(4) Purdue University Center for Customer Driven Quality (200 companies surveyed) and TARP (170

companies surveyed)(5) TARP (170 companies surveyed) & Andersen Consulting Analysis

CurrentCurrent FutureFuture

Representative US $ Interaction Costs Representative US $ Interaction Costs

CustomerInteractionCosts

Customer Interaction Type

High

Automated Face-to-Face

Low

Self-ServiceVRU / Web Interaction$0.10-$0.40(5)

Self-ServiceVRU / Web Interaction$0.10-$0.40(5)

Field Sales Interaction $40-$400(1)

Field Sales Interaction $40-$400(1)

Telephone Product Support Interaction

$4-$75(2)

Telephone Product Support Interaction

$4-$75(2)

Telemarketing Interaction$8-$24(1)

Telemarketing Interaction$8-$24(1)

Fax/MailInteraction

$3-$6(3)

Fax/MailInteraction

$3-$6(3)

Telephone Customer Service Interaction

$2-$5(4)

Telephone Customer Service Interaction

$2-$5(4)

Direct MailContact

$0.25-$5.00(1)

Direct MailContact

$0.25-$5.00(1)

The new alternative channels not only provide more convenientaccess for customers but also contribute to the efficiency of operations.

Technological developments

• from PBX to ACD

• from ACD to professional call centre

• from professional call centre to

professional customer contact centre

• implementation of CRM front end

solutions

• from hardware to software

Corporate Call Centre developments

The call centre scope gets broader The call centre gets another focus in the

organisation The call centre is a tool that helps creating

competitive advantage The call centre develops towards data traffic

(fax, e-mails, voice-mails, web-chats, web-requests, etc.)

Businesses are willing to invest more in customer relationship management (CRM)

Attracting Call Centres - What does it take?

• Skilled, productive , flexible and

multilingual staff

• State-of-the-art and cost effective

telecommunications system

Vision

A call centre is the perfect mix of:

Staff, (other) Resources & Processes

stafftechnology

processes

Development of Call Centres

Focus on:

• Accessibility / Availability

• Optimisation

• Contact-centre

• E-commerce

Accessibility / Availability

Call Centre Evolution: Start

"I want my company to offer excellent telephonic accessibility!“

Core issues: ’Accessibility and Efficiency‘

”…the voice of the organisation..."

Methods: - Accessibility Analysis and advice

(RT trunks)- Managing in- and outgoing communication- Automatic Call Distribution (ACD)- Answering messages and Queue length information for customers

Com

plex

ity C

all C

entr

e

Starting Call Center

Organisation development

OptimisingCall Centre Evolution: Optimising

"I want to communicate customer focused with our environment"

Core issues : 'Adequate reaction and Effective‘

”…the ears of the organisation..."

Com

plex

ity C

all C

entr

e

Starting Call Center

Organisation development

Optimizing Call Center

Methods:- Customer focused attitude- Skill based routing of calls- Voice Response Unit- Effective call scripting

Contact- centre

Call Centre Evolution: Customer Contact"I know my customers before the contact !"Core issues: 'Transactions and Quality‘

”…the eyes of the organisation..."

Com

plex

ity C

all C

entr

e

Starting Call Center

Organisation development

CustomerContact Center

Optimizing Call Center

Methods:- Screen pop-up (number recognition)- Multi-media interaction Centre (e-mail, internet) - Call Centre interface with customer dbase - 1 to 1 marketing; 7/24

E-commerce

Call Centre Evolution: Strategic

The organisation focuses completely on its environment

Core issues: 'Integration of corporate processes and Loyalty‘

… the heart of the organisation..."

Com

plex

ity C

all C

entr

e

Starting Call Center

Organisation development

CustomerContact Center

Optimizing Call Center

Strategic Interaction

Center

Methods:- All corporate processes support customer loyalty - Direct access to all customer and corporate information- Front- and back-office integration

ROMTELECOM Call Centre Support GroupPortfolio

Customer Interaction

• Customer Relationship Management

• All in one

• Web-enabled

• Network-enabled

• Consultancy

Customer Relationship Management Call Centre

I sent an e-mail last Tuesday?!..

I checked my data Thursday...

I faxed my subscription form last Monday.

Your colleague told me to inquire with you...

Phone

E-mail

Web

Fax

Production

Sales

CustomerService

Fax

Portfolio 2

All in one Call Centre based on the Enterprise

Interaction Centre

Portfolio 3

Web-enabled Call Centre

Portfolio 4Networked Call Centre, bundled with

Green Line services

Network Routing

ACD

Portfolio 5Call Centre Consultancy

Portfolio 1 5Based on our knowledge in Call Centres

We have implemented in Romtelecom 3 Call Center platforms in 2004-2005

A total of 600 Working Places served by 800 agents working in shifts

Call centers with more physical locations interconnected, functioning as 3 national virtual call centers (Directory Assistance, Sales & Services, Fault Reports)

KPI : 95% answering rate, max. 20 secondstime to get to an agent

ROMTELECOM Call Centers

Buc

PH

AR

MM

VS

BR

SM B

N

Calarasi

Ialomita

Tulcea

Dambovita

BUCURESTI

TeleormanGiurgiu

Mehedinti

PRAHOVA

DOLJCONSTANTA

ArgesCarasSeverin

Gorj

Olt

Valcea

TIMIS

Arad

Hunedoara

BRASOV

Alba

Sibiu

Braila

Bihor

CLUJ

SalajBistritaNasaud

Mures

SatuMare

Buzau

Vrancea

Maramures

Covasna

BACAU

GALATI

IASI

Vaslui

Neamt

Harghita

Botosani

Suceava

930, 951 (S&I)

931 (DA)

921, (FR)

Old Call Centers

Before

Buc

PH

AR

MM

VS

BR

SM B

N

Calarasi

Ialomita

Tulcea

Dambovita

BUCURESTI

TeleormanGiurgiu

Mehedinti

PRAHOVA

DOLJ CONSTANTA

ArgesCarasSeverin

Gorj

Olt

Valcea

TIMIS

Arad

Hunedoara

BRASOV

Alba

Sibiu

Braila

Bihor

CLUJ

SalajBistritaNasaud

Mures

SatuMare

Buzau

Vrancea

Maramures

Covasna

BACAU

GALATI

IASI

Vaslui

Neamt

Harghita

Botosani

Suceava

930, 951 (S&I)

931 (DA)

921 (FR)

New Call Centers

After

Many stand-alone CC

Outdated infrastructure

New National Virtual CC

State-of-the-art Equipment

Before After

• automate Welcome and Agent’s Salutation messages• CTI, IVR• automate Number Release in Directory Assistance• automate Pop-up with Customer Info• Outbound campaigns in Sales & Services

ROMTELECOM Call Centers

• very hard to get to an agent• no back-up in case of failure• limited IT support

ROMTELECOM Call Centers

Before After

• De motivated Staff • Performing Staff

Romania as a call centre outsourcing paradise

Well developed ICT Skills National and International Green Line services Skilled Bilingual Workforce Friendliness is a Romanian core competence Alternative for job losses in traditional

manufacturing State of the art Voice and Data networks

to support national and international call centre

services Friendly Investment Climate ? Competitive salaries as compared to traditional

call center countries Romania is in Europe rather than in South East Asia,

i.e. much closer to the corporate home base

Contact

ROMTELECOM Call Centre Support Group Str Garlei 18 013721 Bucuresti

Sales Support 021 400 4110

Sa auzim de bine!