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January 23-26, 2007 Ft. Lauderdale, Florida Developing a Unified Communications Strategy Using Use Cases to Identify Opportunities Applying Analysis to.

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Presentation on theme: "January 23-26, 2007 Ft. Lauderdale, Florida Developing a Unified Communications Strategy Using Use Cases to Identify Opportunities Applying Analysis to."— Presentation transcript:

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2 January 23-26, 2007 Ft. Lauderdale, Florida Developing a Unified Communications Strategy Using Use Cases to Identify Opportunities Applying Analysis to Create the Strategy Extracted from the 2-Day UC Strategic Planning Workshop (now available through BCR Training) Marty Parker, Principal Communication Perspectives Co-Founder UCStrategies.com Phone: Web: Web: The Slides For This Presentation Are Available On-Line At and at

3 January 23-26, 2007 Ft. Lauderdale, Florida Some Important Questions: What If: –You have already bought (or are about to buy): Your last PBX? Your last Voice Mail system? –The leading communication software brands in 2011 are: Microsoft, IBM, SAP and Oracle? –The Users begin connecting their own devices to your Enterprise Network, devices made by: Nokia, Motorola, RIM, Palm, Polycom, Plantronics –All of these trends have already started and theres a lot of smart money betting on them. How can you take advantage of these – for yourself and for your Enterprise?

4 January 23-26, 2007 Ft. Lauderdale, Florida Agenda Communication Changes New market structures Opportunities for Enterprises Strategy Examples 5-Step Roadmap Process Creating and Implementing the Plan

5 January 23-26, 2007 Ft. Lauderdale, Florida Major Examples of Change Mobility! –Cell phones are dominant end points –Cell phones move with user Are cell phones the best presence device? –Wireless voice and data merging – Smart phones –Desktops anywhere – IP or Cellular

6 January 23-26, 2007 Ft. Lauderdale, Florida Major Examples of Change Technology arrives from outside –Most cell phones selected, owned by user –IM and Internet portals set expectations –SMS-type messaging is always on –The Skype model is transforming VoIP

7 January 23-26, 2007 Ft. Lauderdale, Florida Major Examples of Change Everything is a transaction –Portals, Contact Centers, Enterprise Apps bring process automation everywhere –Transactions have metrics Most companies now operate with Service Level Agreements (SLAs)

8 January 23-26, 2007 Ft. Lauderdale, Florida Major Examples of Change Enterprises have gone virtual –Supply chain optimization – globally –Layered employee structures Expect to see bidding for work Applications will use presence to find qualified resources without calling or polling

9 January 23-26, 2007 Ft. Lauderdale, Florida Performance Expectations Change Increase in Service Level Agreements (SLA) –Contact centers are already well-measured –Other customer-facing roles will join that trend Decrease in delay tolerance –Responses expected in minutes (or less) –Quickly use alternate media or go to other sources

10 January 23-26, 2007 Ft. Lauderdale, Florida Performance Expectations Change … Increasing volumes, extended availability –More transactions being completed –Should lead to team-based work approaches Organized to lower costs or increase revenue –Linked to business process and metrics –Focus on reducing labor time/cost per transaction

11 January 23-26, 2007 Ft. Lauderdale, Florida Creating New Market Structures Changing environment –Redistribution of work –Outsourcing and contracting Changing competitiveness –Global availability, sourcing and pricing –Disruptive business models

12 January 23-26, 2007 Ft. Lauderdale, Florida Creating New Market Structures Changing technologies –Most work now flows through computers and through the connecting data networks Changing job content –Increase in information-based work –Distinctions between information, production, and creative jobs

13 January 23-26, 2007 Ft. Lauderdale, Florida Why is This Important to You? It provides guideposts for your career It effects your enterprises competitiveness –Being well informed can give you a major advantage It helps set priorities for: –Time management –Investment management –Dealing effectively with suppliers/vendors/sales reps It can save a lot of time and money in rework or re-integration of technologies.

14 January 23-26, 2007 Ft. Lauderdale, Florida Agenda Communication Changes New market structures Finding the UC Opportunities Strategy Examples 5-Step Roadmap Process Creating and Implementing the Plan

15 January 23-26, 2007 Ft. Lauderdale, Florida Communication Options for Change Where possible, automate the transaction For uniform transactions, use Contact Centers For uniform mobile jobs, automate the process For information workers and flexible mobile jobs, use Unified Communications

16 January 23-26, 2007 Ft. Lauderdale, Florida User Value Equation Example 1000 user, 40 port voice mail system: –Cost of Ownership: ~$ 30,000/yr –Payroll Time on Ports: ~$ 378,000/yr –Approx. Payroll Value: ~$ 35,000,000/yr –Transaction Value: ~$300,000,000/yr So, focus on results, not cost! –Can you automate, facilitate, accelerate? Set ROI-driven spending goals, e.g., –Deliver 50% ROI on $100/user/year Back it all up with metrics – prove it! From IAMP Keynote Oct 2005

17 January 23-26, 2007 Ft. Lauderdale, Florida Where to Find Opportunities - 1 Focus on the users! –Sort users into job categories –Analyze a day in the life for each job category –Can you improve transaction efficiency? –Can you eliminate or accelerate the steps? –Can you better leverage time and payroll? Invest specifically, not generally –Target high-leverage jobs, transactions, solutions –Layer onto existing systems and investments Mobility, Desktop, Notification, Automation, Speech –Use Workgroup transformative solutions Desktop and Mobile portals; LCS/Workplace-based applications

18 January 23-26, 2007 Ft. Lauderdale, Florida For Example Examine customer contacts to sales team… –Ask the customers what they were seeking Could it have been self service? Could a team member have helped? Could they overflow to a special call center split? –Average response time How are the reps doing? What gets in the way? –Notification? In meetings? Need Info? Could this be improved with: –Find Me – alerts –Callback scheduling, click to dial, etc.

19 January 23-26, 2007 Ft. Lauderdale, Florida Where to Find Opportunities - 2 Focus on the devices! –Take ownership for the cell phones –Include or ally with the Blackberry community –Focus on new Smart Phones, Microsoft Mobile devices Begin with communication efficiencies –Find-Me, Screening, Notifications, Click-to-dial –Message Access, Filters, Filing, Archives Extend to transactions and applications –Presence applications to find resources, organize work –Voice, Wireless or Multi-modal Portals for info access

20 January 23-26, 2007 Ft. Lauderdale, Florida For Example Inventory your cell phone situation –Do you use the Corporate Liable approach? –Are you buying and managing the phones? –Are you bidding the price and pooling minutes? Look at phone needs, uses by Job (next slide) –Who needs access and reply? –Who are often driving (i.e. need speech UI)? –Who could use a mobile portal?

21 January 23-26, 2007 Ft. Lauderdale, Florida Communication Styles by Job Type Jobsby Style TransactionsMessage/ProjectConsultative ExecutivesAdmins; BBs ConsultancyAdmins; BBs Field SalesCell and/or BB MarketingCell and/or BB EngineeringDesktop, BB Finance, AdminCell, Desktop Field ServicesCell or BB ProductionPaging, Cell RetailPaging, Cell Territory MgtCell Route DriversWireless Devices In-house SalesCall Centers In-House ServiceCall Centers Estimate of current device choices, preferences or assignments.

22 January 23-26, 2007 Ft. Lauderdale, Florida Where to Find Opportunities - 3 Focus on the Callers! –Update the caller experience –Consider integration with Web Portals –Consider integration with Contact Centers –Shift to relationship-based services Consider options that leverage devices –SMS confirmations of call receipt –Scheduled callback notifications –Presence-based options to optimize results –Escape to Expert or Transfer to Team solutions

23 January 23-26, 2007 Ft. Lauderdale, Florida For Example Speech Attendants and Speech Portals are becoming a best practice for callers –Anticipate their needs –Speed and personalize the service –Apply IVR-like logic –Integrate to back-office resources I.e. a Services-Oriented Architecture

24 January 23-26, 2007 Ft. Lauderdale, Florida Agenda Communication Changes New market structures Opportunities for Enterprises Strategy Examples 5-Step Roadmap Process Creating and Implementing the Plan

25 January 23-26, 2007 Ft. Lauderdale, Florida Strategy Examples Gradual Evolution –Upgrade PBXs to VoIP versions –Add speech and other valuable features –Test, then deploy PC and Wireless endpoints for selected jobs and applications Choose PBX clients, Microsoft Office, or test both. –Integrate business apps to PBX call controls –Perhaps extend contact center functions to users –Can integrate with or transition to Microsoft or IBM end- points as they mature. –Could also Consolidate Servers within this strategy.

26 January 23-26, 2007 Ft. Lauderdale, Florida Strategy Examples Move to Windows-based Communication –Test, then adopt Microsoft or IBM solutions –Include in desktop refresh and mobile device plans –Move external traffic to gateways –Enhance with new appliances, as needed –Reduce size of PBX (stations, ports, etc.) over time –Likely a dynamic strategy, requiring frequent updates

27 January 23-26, 2007 Ft. Lauderdale, Florida Strategy Examples Go Mobile –Move all non-office staff to cellular network –Forward all RNA calls to in-house/hosted Find Me –Reduce size of PBX (stations, ports, etc.) –Focus on delivering information to cellular devices –Not dual mode, since that still requires a PBX ext. –Install in-building cell repeaters, if needed

28 January 23-26, 2007 Ft. Lauderdale, Florida Strategy Examples Go Wireless Data and Portals –Wireless data device becomes primary end point. –Enhance with job-focused enterprise portal –Voice via Cellular or Peer-to-peer client Ramp down PBX spending, maintenance –Evaluate application extensions, such as GPS –Would include most users in the office, too. –Wireless data providers will want to keep cost low

29 January 23-26, 2007 Ft. Lauderdale, Florida Agenda Communication Changes New market structures Opportunities for Enterprises Strategy Examples 5-Step Roadmap Process Creating and Implementing the Plan

30 January 23-26, 2007 Ft. Lauderdale, Florida Five Step Process Process enables you to assess your current usage and future requirements to create a multi-year unified communications plan for your enterprise 1.Deconstruct current applications 2.Identify the customers and users 3.Quantify the analysis 4.Anticipate business process changes 5.Construct your choices and solutions

31 January 23-26, 2007 Ft. Lauderdale, Florida 1.Deconstruct Current Solutions Look carefully at your current systems and create a list of the applications in use today –Incoming call handling and auto-attendants –Local, Network and Outbound calling What amount of network routing is employed? –Messaging solutions – VM, EM, IM –User Find Me and Notification solutions –Application portals currently in use –Note: Exclude Call Center/Contact Centers While related, they are distinct applications Those investments can proceed separately

32 January 23-26, 2007 Ft. Lauderdale, Florida Some Examples –Transportation firms using Octel voice portals for bulletins, information access. Considering shifting to cell phone data channels –Retail firms use VM for store bulletins; data input Still using, but shifting to Internet portal –Investment Bankers using VM for deal teams But has shifted to Blackberry, globally. –Field Sales, Agents shifted to One Number Company keeps control of calls, service levels, etc. Cell phone number not published on cards, etc. –Insurance Firms answering all calls in Call Center Transferred to Field Agent or to Agents VM or EM

33 January 23-26, 2007 Ft. Lauderdale, Florida Whats your experience? PBX Applications –Estimate the traffic by: Outside callers Internal site calls Internal network calls Outbound calls –Estimate applications Customer Services Conference Calls Internal Coordination –Type? –Hot destinations? Personal Contacts VM Applications –Estimate the traffic by: RNA/Busy call answer Auto-attendant apps Local Voice Messaging Network Voice Messaging –Estimate Applications Customer Contacts –Find me –0-Outs Caller Self-service Internal Coordination –Single addressee –Group or broadcast Review a PBX or VM system in your enterprise:

34 January 23-26, 2007 Ft. Lauderdale, Florida 2. Identify Customer and Users Sort out the various customers (external) and users (internal) to identify the specific communication needs of each group. –Customers: Who is calling, messaging, IMing? What is their objective for various contact types? –Users: Apply the Rule of Hand The top 5 types of jobs represent 80% of workforce/payroll For each of those top 5 job types, create a profile of their communication patterns and the objectives for those communication activities. –These will be the basis for steps 3, 4, and 5

35 January 23-26, 2007 Ft. Lauderdale, Florida Job Category 1: ________________________________________________ How do these users currently use voice messaging to do their job? (Check all that apply.) What functionality that is not available on your current system(s) would improve productivity, efficiency, convenience, customer care, business growth, or revenue production for these users? (Check all that apply.) What would be the value of the improvement in functionality to your business? (Check all that apply.) They use it for (check all that apply): Telephone Answering (receiving messages from customers, other employees, etc. when they do not answer their phone) Internal messaging [Sending a voice message like an , without first trying to call] Leaving messages for other employees when they dont answer Replying to calls with voice message Replying by calling sender Checking messages by sender Checking message receipt Group messages to a distribution list Receiving messages from customers Answer fax calls, save in mailbox Send faxes from desktop Locate the called party (Find Me) Know availability of called party (Presence) Other: _________________________________ They access their messages from (check all that apply): Their desktop telephone Their desktop computer A remote telephone A cell phone A PDA (Palm, Blackberry, TREO, etc.) Other: _________________________________ Better notification when messages arrive Better desktop access to voice messages Better remote access to voice messages Speech command access to voice messages Voice mail headers on PDA Save voice / fax messages on PC Play voice messages on PDA Move or copy voice and / or fax messages to inbox Store all voice and / or fax messages in system Use client for voice and / or fax messages Report on voice mail responsiveness and service levels Speech commands for voice mail access Voice mail on IP phone Send or forward voice and / or fax messages to people in other companies Get receipts for messages Get notice if message is not accessed by recipient Get availability information before calling Get availability information when call is answered Schedule a response from the called party Other: _________________________________ Transactions would go faster (List and describe on reverse side of page.) Steps in a business process could be eliminated (list and describe. (List and describe on reverse side of page.) Improve responsiveness to customers and other callers (List and describe on reverse side of page.) Get information faster with fewer calls (List and describe on reverse side of page) Better record keeping Lower record keeping costs Better regulatory compliance Other: ________________________________ Worksheet Example – VM Users

36 January 23-26, 2007 Ft. Lauderdale, Florida Worksheet Example – Callers Caller CategoryWho They CallWhy They Call Existing Customers Sales representatives Service representatives Technicians Management Engineering Accounts Receivable Professional Services Training and Development Other: ________________________________ ____ Ask questions about products or services Schedule / reschedule service Resolve or escalate problems Ask billing questions Track deliveries Schedule / reschedule meetings Change customer information Other: _________________________________ ___

37 January 23-26, 2007 Ft. Lauderdale, Florida Worksheet Example – Callers Caller Group 1: ________________________________________________ How do these callers use voice mail now? (Check all that apply.) What voice mail functionality that is not available to them on your current system(s) would improve your companys ability to provide better service, process transactions more efficiently, or reduce costs? ((Check all that apply; use reverse side for page for more space.) What would be the value of the improvement? (Check all that apply.) They use it for (check all that apply): Hearing personal greeting to know availability of called party Find the called party (or try to) Leave a message Edit or re-record the message Transfer by using extension number Transfer by spelling a name Transfer to a department Listen to or receive information Listen to information from a database Get fax-back of selected information Record information (e.g., for job application) Enter information from telephone keypad (e.g., callback number, item number, etc.) Speech interface Information access Linkage to web site information Status or availability of called party Status when party is being found Schedule a callback from the called party Request access to an alternate person or resource Callback if message is not accessed or heard Other: _______________________________ Faster access to knowledgeable person Faster callback on request Faster transactions Better service Performance on service level agreements Ease of self-service Other: _______________________________

38 January 23-26, 2007 Ft. Lauderdale, Florida 3. Quantify the Analysis Get usage data by customer or user group (step 2) for each application type (step 1). –At a minimum, tabulate services used in each group using administration information –Best practice: collect usage data from typical week to understand actual customer and user patterns. Journals from Exchange or –Or Install ClearContext and MessageMetrics Usage reports from PBX, Voice Mail, Auto-attendants Activity reports or logs from application portals –There will likely be a few surprises, illustrating evolving usage. –Forecast future needs based on application trends and changes in customer or employee populations.

39 January 23-26, 2007 Ft. Lauderdale, Florida Some VM Examples Hi Tech Firm: Outlook Unified Messaging –Call answering down to ~1 call per user per day. 50% of calls abandoned (called cell/others; used IM; sent EM?) Only 10% of calls were log-ins, since access via PC Industrial Firm: Networked Voice Messaging –88% Call Answering; 2 messages per user per day Only 38% of users sent a voice message (logged in, sent) Transportation Firm: Networked Voice Messaging –4 call answers per workday; 54% leave messages Average 1 log-in per user per day, from field employees

40 January 23-26, 2007 Ft. Lauderdale, Florida 4. Anticipate Business Changes Evaluate your enterprise plans for application investments and process changes –Converting job functions to software or portals –Revising business processes to lower cost or increase speed –Shifting work to others (self-service, outsourcing, etc.) –Adoption of VoIP; increased use of PC softphones –Shifting use to mobile devices and Smart phones –Changes for regulatory compliance Apply to each customer and user group –Get input directly from users and customers Other changes: mergers, industry changes, etc.

41 January 23-26, 2007 Ft. Lauderdale, Florida Discuss Cases in Your Industry What does top exec/annual report say about… Structural Changes –Mergers, acquisitions, or spin-outs –Growth-oriented or defending share –Reaching new customers –Outsourcing or off-shoring Job-Oriented Changes –Emphasis on mobility –Wireless data networks –Changing customer services

42 January 23-26, 2007 Ft. Lauderdale, Florida 5.1. Construct Your Options Proceed by customer/user groupings –Some may have minimal change, some major change –Seek to quantify the targeted benefits, in hard dollars Create year-by-year progressions –Based on areas of greatest return and on which technologies are maturing each year. –Adjust to fit your resource and economic plans Convert into year-by-year investment plans –High-level project timelines and spending plans –Link to the usage patterns, volumes from 2, 3 and 4. –Include savings on systems and services to be retired

43 January 23-26, 2007 Ft. Lauderdale, Florida Application Selections – Users Pick the top user categories Create a roadmap for each of them –Progressive improvements for optimal return Effectiveness, Economies Customer Care, Growth, Revenue Production –The initial returns can fund the next steps –Based on the pace of your company and industry Job TypeYear 1Year 2Year 3Year 4Year 5 Field Staff Mobility GainsApp IntegrationSIP Device AppCommn Portal Support Staff Desktop ToolsRemote WorkCommn Portal Management Desktop ToolsMobility GainsSIP Device App

44 January 23-26, 2007 Ft. Lauderdale, Florida Application Selections – Callers and Contactors What improvements and with what value? Transaction-based Service-based Cost-based Focus on the Results and Outcomes Consider using Call Center-type technology Be sure to include measurements, metrics! Caller Type Year 1Year 2Year 3Year 4Year 5 Customers Sales Find-MeMobile PresenceSpeech AttentSelf Serve Employees Speech AttentFind-Me OptionsPresence LinksCommn Portal Friends Speech AttentMessage Tags

45 January 23-26, 2007 Ft. Lauderdale, Florida Centralized or Decentralized Work from your Companys topology Application needs and network connectivity by site Admin and Network Management sites/plans Needs for backup or disaster recovery options If Multi-site, prepare two or more options Site-by-site; centralized; hybrid(s) Evaluate for criteria of cost/savings, benefits, etc. OptionsYear 1Year 2Year 3Year 4Year 5 Centralized 20 sites15 Sites, 1 NOC 10 sites, 2 NOC 5 sites, 2 NOC3 NOC Site-by-site 20 sites23 sites26 sites30 sites35 sites Hybrid 20 sites18 sites, 1 NOC 14 sites, 2 NOC 10 sites, 2 NOC 6 sites, 2 NOC Sites by Year – Three typical options:

46 January 23-26, 2007 Ft. Lauderdale, Florida Resource Planning Use this information to define investment needs Staffing, talent and training Supplier, System Integrator support Infrastructure upgrades and conversions OptionsYear 1Year 2Year 3Year 4Year 5 Staffing Adds 2 Network Eng. Admin to NOC Training/Supt IP Nets, LDAP Convert: VARNOC build: VAR Monitor Svc. Equipment Dir. ServersNOC System IP-Network Based Plan

47 January 23-26, 2007 Ft. Lauderdale, Florida 5.2. Choose the Best Option Assess pros and cons Compare the relative paybacks of each action area Assess the effects of going faster or slower Test the options against industry scenarios Estimate impact of a postponed or failed phase Assess financial factors Which actions provide most immediate returns Consider those as first steps to fund later phases Link investments to returns with visible metrics Assess staffing and skills Consider training, hiring or contracting Seek to create logical career progressions

48 January 23-26, 2007 Ft. Lauderdale, Florida Recap: 5-Step Process 1.Deconstruct current applications 2.Identify the customers and users 3.Quantify the analysis 4.Anticipate business process changes 5.Construct your choices and solutions

49 January 23-26, 2007 Ft. Lauderdale, Florida Agenda Communication Changes New market structures Opportunities for Enterprises Strategy Examples 5-Step Roadmap Process Creating and Implementing the Plan

50 January 23-26, 2007 Ft. Lauderdale, Florida Creating a Strategic Plan Use 5-Step Process output to write your strategic plan –Goals and Objectives –Targeted Results –Financial Structure Investments, Expenses and Returns –Timelines and Milestones Tasks within your project management processes –e.g. PERT plans and diagrams –Responsibilities – skills and time requirements –Metrics Identify the returns you expect Create data collection and reporting, with reviews

51 January 23-26, 2007 Ft. Lauderdale, Florida Implementing Your Plan Reviews, buy-in and approvals Phased implementation plans Training – before, during, after Milestone progress reviews Creation and tracking of metrics Periodic plan updates

52 January 23-26, 2007 Ft. Lauderdale, Florida Conclusion There are many opportunities available to your enterprise now and over the next 5 years A well-founded plan is key to success You are equipped to create your plan Call Communication Perspectives at any time Thank you!


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