ROMTELECOM Call Centre Support Group Presentation of a

ROMTELECOM Call Centre Support Group Presentation of a Business Idea Corina Zaharia GM Mass Market Division ROMTELECOM 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 The new alternative channels not only provide more convenient access for customers but also contribute to the efficiency of operations. Representative US $ Interaction Costs High Field Sales Interaction $40 -$400(1) Current Future Telephone Product Support Interaction $4 -$75(2) Telemarketing Interaction $8 -$24(1) Customer Interaction Costs Fax/Mail Interaction $3 -$6(3) Telephone Customer Service Interaction $2 -$5(4) Direct Mail Contact $0. 25 -$5. 00(1) Low Self-Service VRU / Web Interaction $0. 10 -$0. 40(5) Automated Customer Interaction Type Face-to-Face 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

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 processes technology staff

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‘ Complexity Call Centre ”…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 Starting Call Center Organisation development

Optimising Call Centre Evolution: Optimising "I want to communicate customer focused with our environment" Core issues : 'Adequate reaction and Effective‘ Complexity Call Centre ”…the ears of the organisation. . . " Optimizing Call Center Starting Call Center Organisation development Methods: - Customer focused attitude - Skill based routing of calls - Voice Response Unit - Effective call scripting

Contact- centre Methods: Call Centre Evolution: Customer Contact - Screen pop-up (number "I know my customers before the contact !" recognition) Core issues: 'Transactions and Quality‘ - Multi-media interaction Centre Complexity Call Centre ”…the eyes of the organisation. . . " Customer Contact Center Optimizing Call Center Starting Call Center Organisation development (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‘ Methods: - All corporate processes support customer loyalty - Direct access to all customer and corporate information - Front- and back-office integration Complexity Call Centre … the heart of the organisation. . . " Strategic Interaction Center Customer Contact Center Optimizing Call Center Starting Call Center Organisation development

ROMTELECOM Call Centre Support Group Portfolio § 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. . . Sales Phone E-mail Production Web Fax Your colleague told me to inquire with you. . . Fax I faxed my subscription form last Monday. Customer Service

Portfolio 2 All in one Call Centre based on the Enterprise Interaction Centre

Portfolio 3 § Web-enabled Call Centre

Portfolio 4 Networked Call Centre, bundled with Green Line services Routing Network ACD

Portfolio 5 Call Centre Consultancy Portfolio 1 5 Based 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 seconds time to get to an agent

ROMTELECOM Call Centers Before After Many stand-alone CC New National Virtual CC Outdated infrastructure State-of-the-art Equipment

ROMTELECOM Call Centers Before • very hard to get to an agent • no back-up in case of failure • limited IT support 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 Before • De motivated Staff After • 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!