Channel overload! - Contact Management

contactmanagement.ca
Fall 2012
Channel
overload!
Myths & realities of the
hosted contact centre
The failure of CRM
in the contact centre
Call centres as social
media hubs
PM40050803

2 | contactmanagement.ca FALL 2012

Table of
Contents
Departments
4. From the editor
Keeping our heads in the cloud
opens up a world of possibilities
6. Readerboard
The latest news that
matters to you
19. Coming events
30. Hardware solutions
The newest phone offerings
from HP
Features
Unified
Communications
8. Channel overload
Most channels are
relatively easy to
navigate and find
on the web, and
while traditional channels get
plenty of resources, the hype
tends to be on the emerging
channels. Smartphone apps,
social networks and websites
showed the highest growth in
the survey, but across the board,
approximately 86 per cent of
consumers reported they are
interacting more often or at the
same level with their service
providers.
Hosted Contact
Centres
10. Myths and realities of
the hosted contact centre
Much like other
industries, cloudbased
technology
has continued
to grow in the contact center
services market, and in the midst
of this change lay questions and
uncertainty for many companies
who have never invested in a
hosted solution.
12. Is it time to outsource
your contact centre?
In prior years,
contact centre costs
would have been
capex, but with
today’s ‘pay-as-you-go’ cloudbased,
hosted contact centre
solutions, they’re increasingly
becoming opex. The ‘lease- based’
model is frequently favoured
by small to enterprise-size
businesses as it offers them the
ability to pay a fixed monthly
rate per user, rapidly scale up or
down with ease, and adopt new
technologies cost-effectively.
14. With cloud-based
contact centres the
numbers add up
Recent surveys
show that up
to 76 per cent
of consumers
believe that self-service is more
convenient than other options.
To accommodate that preference,
enterprises, government
agencies, contact centers
and other organizations are
increasing their Interactive Voice
Response (IVR) investments and
many are choosing hosted IVR
services rather than premisesbased
platforms.
Customer
service
18. Call centres as social
media hubs
The hype is hard
to ignore – social
media is gearing
up to have a
profound effect on contact
center operations and overall
business success when it comes
to communicating with your
customer base. Ignoring the
onset of this medium can leave
a business vulnerable and
voiceless in the face of criticism,
dramatically impacting their
ability to build transparency and
garner loyalty.
20. The failure of CRM in
the contact centre
CRM in the contact
center has not lived
up to its hype. It
has, in fact, hurt the
customer service experience by
increasing call handle times due
to the complexity of the interface.
So what went wrong?
FALL 2012 contactmanagement.ca | 3

Editors Letter
Keeping our heads in
the cloud opens up a
world of possibilities
W
hen I first assumed the role of editor for our
sister publication Direct Marketing magazine in
2009, I introduced myself to readers as a real
DM-aholic – one who has a wallet full of loyalty cards,
loves infomercials, owns a Slap-Chop and looks forward
to so-called junk mail. After three years here I’ve learned
to appreciate what goes into these campaigns and how
all the players – from agencies to contact centres - work
together to offer the ultimate customer experience.
So it is with great pleasure and a desire to keep learning that I take the reins of Contact
Management magazine.
The first thing I’ve learned is that your customers are starting to want to communicate
through social structures as well as email and phones, so it’s become important to have a
strategy in place in your call centre. In ‘Channel overload!’ the folks from NICE share the
results of their recent Consumer Channel Preference Survey and offer some insight into how
consumers are interacting with their service providers. David Baker from Servion then
touches on how social media is gearing up to have a profound effect on contact center
operations and overall business success when it comes to communicating with your
customer base.
From there we head up into the cloud to learn about the myths and realities of the
hosted contact centre and why contact centers are choosing hosted services rather than
premises-based platforms.
‘The failure of CRM in the contact centre’ addresses the issue of CRM in the contact
center not living up to its hype. It has, according to Gideon Hollander of Jacada, in
fact hurt the customer service experience by increasing call handle times due to the
complexity of the interface. So what went wrong?
A little something extra
In this issue we’re also excited to bring you the official show guide for the 48 th Annual
CAM-X Convention & Trade Show being held October 16-19 in beautiful Victoria, British
Columbia. The guide includes a schedule-at-a-glance as well as a more detailed run down
of the great sessions being offered this year.
P.S. - nice to meet you!
Going forward I will be hitting the road to meet with our readers and advertisers – both to
introduce myself as well as to gain insight into what stories people want to see in coming
issues of Contact Management. So if you have story ideas, want to write for us or simply
want to have coffee and chat about the industry and what’s new with your company,
please don’t hesitate to reach out to me at amy@contactmanagement.ca. Or - since this is
a call centre magazine – pick up the phone and call me at 905-201-6600 x227.
Cheers!
Amy
Fall 2012
Volume 12 Number 3
» President
Steve Lloyd
steve@contactmanagement.ca
» Editor
Amy Bostock
amy@contactmanagement.ca
» Sales Representative
Brent White
brent@contactmanagement.ca
(905)201-6600 xt 224
» Sales Representative
Peter O'Desse
peter@contactmanagement.ca
(905)201-6600 xt 222
» Creative Direction / Production
MedeGroup
info@medegroup.com
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Next issue…
Winter 2012
In this issue we'll look at how you
can get a grip on first call resolution;
meshing employee incentives
across the enterprise; and
workforce management - how to
discern and deal with different
agent personalities.
4 | contactmanagement.ca FALL 2012

Readerboard
FALL 2012 contactmanagement.ca | 5

Readerboard
Allstream Selects Fonolo Call Center
Solution for BlackBerry
Allstream, the company that
improves the call center
experience by replacing hold
time with a call-back has selected
Fonolo to make it even easier
for its employees in the field to
contact their support center.
By adding Fonolo's mobile
solution to their company-issued BlackBerry smartphones, Allstream
has enabled their field operations technicians to reach an agent with
just one-click. Additionally, technicians get an immediate productivity
boost because they no longer have to wait on hold during client visits.
Because Fonolo is a cloud-based solution, no changes were required
to the call center, and it took only days for Allstream to get this new
functionality out in the field. Employees can now use a visual interface
on the smartphone to select the kind of assistance they need and, rather
than wait on hold, get a call-back when the next agent is available.
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FedEx Express Canada
achieves Platinum Contact
Center Employer of Choice®
Certification for fourth
consecutive year
CCEOC Inc. announced that all three FedEx
Express Canada Customer Service Centres have
achieved the prestigious Contact Center Employer
of Choice® designation for 2012. This is the
ninth consecutive year FedEx Express Canada, a
subsidiary of FedEx Corp.,has participated in the
program and achieved certification.
The Contact Center Employer of Choice®
(CCEOC) program has enabled FedEx Express
Canada contact centres to enhance public
perception, build exceptional work environments,
and attract, retain and engage high-performing,
culturally-aligned employees. By targeting the
key recommendations outlined in the CCEOC
Summary Reporting, FedEx Express Canada
has experienced significant stress reduction,
increased employee satisfaction, increased
customer satisfaction and reduced turnover.
FedEx Express Canada is the only contact
centre to achieve Platinum ranking four years
in a row. “Every year, when we see the FedEx
certification scores, it never ceases to amaze me
how consistent and high scoring they are”, said
Jeff Doran, president of CCEOC, Inc.
FedEx Express Canada has completely
embraced the “employer of choice” philosophy
and is seeing consistent results year over year.
“Their success with the CCEOC program is a
testimonial to all the extraordinary effort and
dedication in building a world-class culture
where people are the most important part of the
operation”, says Doran.
“Each day, FedEx Express Canada employees
strive to make our customers' experiences
outstanding. FedEx Express Canada is committed
to providing quality customer service and has
earned a reputation for being an innovative
market leader in all areas of our operation,” said
Patsy Bertoia, managing director, FedEx Express
Canada Customer Service.
“This accolade is a direct result of the
engagement of our employees who understand
the unique needs of those we serve locally as well
as globally.”
6 | contactmanagement.ca FALL 2012

Readerboard
Rogers Communications improves
agent productivity with Intraday
Management Solution
Knowlagent’s leading intraday management solution for the world’s 10
million call center agents, RightTime, is being rolled out to all of Rogers
Communication’s (Rogers) contact centers. Rogers is using RightTime to
take advantage of agent downtime — delivering more training, coaching,
communications, and other performance improvement activities to
agents during idle time.
After a successful deployment in one of its sites in Ottawa, Rogers has
moved forward with rolling out the technology across all of its contact
centers. In only three weeks, Rogers saw a significant impact on first
call resolution (FCR) due to increased speed and efficiency of training
delivery. Each agent completed, on average, nearly nine courses in 10
weeks, which significantly reduced costs and minimized the impact to
service compared to the alternative of hard-scheduling the sessions to
occur in the same time period.
NexJ is Canada’s fastest growing company
NexJ Systems has been named Canada’s Fastest
Growing Company in the 24th Annual PROFIT 200
rankings. .
While RIM and the Canadian tech sector continues
to struggle, NexJ has now tripled its revenue since
fiscal 2008 –from $7.86 million to $22.53 million
in fiscal 2010— by providing innovative “private cloud” Customer
Relationship Management (CRM) solutions for healthcare, financial
services and insurance companies.
NexJ has also raised close to $70 million over the last two years via
a private placement with institutional investors in 2010 and last year's
initial public offering, and was recently named in the Deloitte 500 as the
sixth fastest growing technology company in North America.
Knowlagent adds
interactive intelligence ACD
to integration library
Knowlagent, the leading
intraday management
solution for the world’s 10
million call center agents,
today announced that it
has further enhan ced its
library of ACD integrations with the inclusion
of Interactive Intelligence Customer Interaction
Center (CIC) ACD.
This integration will transform slivers of idle
time occurring naturally within the call center
environment into productive sessions for call
center agents to complete activities that would
otherwise require scheduled time away from
call handling. Agents complete off-phone work
from a personalized and prioritized activity
queue which includes coaching, training or
back-office work.
RightTime works in conjunction with
Interactive Intelligence’s CIC ACD to
dynamically respond to changes in call volume
and find time for agents to complete off-phone
activities. RightTime delivers sessions directly
to agent desktops while monitoring ACD metrics
to ensure service levels remain in compliance.
Customers currently using this type of
integration leverage the technology for many
purposes; from driving customer satisfaction
to incorporating back-office work into the call
center.
Jacada receives awards for customer
service technology solutions
Jacada, Inc., a leading
global provider of
customer service
technology designed to
simplify the interaction
between businesses and
their customers received
two industry awards
within a week of each
other this month. The
company first received
an honorable mention
in the category of Best
Technology Solution
Provider from the Call
Center Excellence
Awards, followed by
a Global Telecoms
Business Innovation
Award for Consumer
Service Innovation for its
work with Telefonica O2
UK (O2).
These awards
recognize Jacada for its
innovative customer
service technology
solutions. Jacada’s
solutions, which include
mobile service, desktop
interfaces, and agent
scripting technologies,
simplify the way contact
center agents interact
with their customers. Its
solutions simplify and
unify complex customer
service siloes to ensure
each interaction is
consistent and increases
satisfaction. In a matter
of months, Jacada
customers typically
experience a 10-25
percent reduction in
average handle time and
a 20-50 percent reduction
in agent training time.
FALL 2012 contactmanagement.ca | 7

Unified
Communications
Channel
overload
– channel responsibility
By Matthew Storm
T
he recent NICE
Consumer Channel
Preference Survey
revealed that while consumers do
tend to expect service in a wide
range of channels, our industry
sees them turning to, on average,
almost six different channels on
a regular basis. This survey, with responses from
nearly 1,200 people between the ages of 18 and
65, focused on interactions in customer service –
financial, telecommunications, travel, healthcare and
insurance. Similar to results in the previous years’
survey, the overload of channel options remains high,
but are customers cared for in the same manner as
some of the traditional channels such as live agents,
web, branches, IVR email and mail? The results might
surprise you. While some companies are getting
better at their self-service and social channels, some
go relatively unused. Are the tasks too complicated?
Are the topics too sensitive? Is the channel too
complex? These are questions that we should ask
ourselves as we attempt to enclose our customers
into groups of service needs; however, enclosure is
not an option. Most channels are relatively easy to
navigate and find on the web, and while traditional
channels get plenty of resources, the hype tends to be
on the emerging channels. Smartphone apps, social
networks and websites showed the highest growth
in the survey, but across the board, approximately 86
per cent of consumers reported they are interacting more often or at the
same level with their service providers.
One of the other key findings was that self-service has shortened
time-to-service overall, and self-service channels continue to evolve,
with Generation Y consumers (aged 18-30) driving their use. Not
surprisingly, the web remains the first choice for all customers seeking
help from their service providers. Nearly 30% of survey respondents said
they consult their providers’ websites at least once a week, making it the
most frequently accessed channel. And it is beginning to rival assistedservice
(e.g., contacting a human being at a contact center or physical
location) across all geographies, ages and industry verticals. In fact, for
8 | contactmanagement.ca FALL 2012

Unified Communications
the first time, the web is emerging
as nearly as successful in enabling
customers to accomplish tasks as
consulting a live rep (65% vs. 71%,
respectively).
However, the contact
center is here to stay in most
environments; when consumers
were asked what accounted for
any discontent with self-service,
they responded that web selfservice
does not lend itself to
complex tasks (43%) and takes
too long to find information (43%).
More than 50% of respondents
noted that, when unable to
accomplish a task via self-service,
they turn to the contact center
to resolve their issues. In fact,
the primary reason consumers
seek assisted service, the survey
shows, is the ability to achieve
first call resolution (FCR) when
interacting with a person.
Download a copy of the 2012 NICE Consumer
Channel Preference Survey today and you’ll see
that consumer preferences and usage continue
to evolve. What’s emerging is a portrait of the
Engaged Customer, who expects his experience
to be consistent and continuous across channels,
for his service providers to be aware of his
interaction journey, and for a live rep to be able
to resolve his issues quickly and efficiently. These
interactions represent Decisive Moments, when customers are
literally and figuratively “on the line”. Yet, having more channels and
more interactions across them means more Decisive Moments for
organizations every day.
The NICE solution integrates real-time analytics, decisioning and
guidance with voice of the customer and workforce optimization
solutions, enabling organizations to identify self-service interactions
in mobile apps, IVR and the web, impacting every customer interaction
in order to enhance the customer experience, improve operational
efficiency and drive revenue growth. Now is not the time to be
concerned with channel overload. Embrace it! Prepare your customerfacing
employees for the Decisive Moment as they pass from self-service
and expect more.
“
Not surprisingly,
the web remains
the first choice for all
customers seeking
help from their service
providers."
Matthew Storm is the
Director of Innovation
& Solutions for NICE
Systems. NICE helps
organizations prepare,
shape and improve
interactions in their
contact center, back
office and retail
branch. For more
information, please
visit their website,
www.nice.com.
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FALL 2012 contactmanagement.ca | 9

Hosted Contact
Centres
By Mariann McDonagh
Myths &
realities
of the hosted
contact center
M
uch like other industries,
cloud-based technology
has continued to grow
in the contact center services
market, and in the midst of
this change lay questions and
uncertainty for many companies
who have never invested in a
hosted solution. Moving to the
cloud can seem like a daunting
undertaking for many companies,
small or large, and thanks in
part to misinformation about the
switch and what it entails, there
seems to be wave of fear for many
around moving their contact
center operations to the cloud.
In order to justify an IT
transition like this one, it must
make sense for the existing
investments, business operations,
total cost of ownership (TCO)
and the bottom line; all parties
have to be on board, and business
operations must continue to run
smoothly. Wow….that sure seems
like a tall order!
While change can be a scary
thing for any business, decision
makers also realize the reason
behind any technology purchase
is to integrate a tool that will
help make your lives easier, and
informed decisions can result
in major improvements both
for the contact center and its
customers. In order to make the
best purchase for their individual
needs, IT buyers must carefully
consider information in the
market, separating the facts from
the “myths.”
Myth: Moving to the cloud
is a heavy overhaul
Truth: Cloud-based
offerings co-exist and
integrate with existing
technology
10 | contactmanagement.ca FALL 2012

Hosted Contact Readerboard Centres
One common misconception about making the
switch to a hosted cloud environment is that the
transition requires a complete overhaul of IT, but
truthfully, cloud-based offerings are flexible by
nature and easily integrate and co-exist with many
existing technologies and traditionally deployed
applications in any number of ways, which the end
user can determine.
Specifically in the contact center, cloud-based
routing solutions can work with existing CRM and
workforce management applications, and often
integrate with an on-premises PBX. Additionally,
a hosted environment opens the door to nontraditional
integration, like social and mobile
applications.
At-home agents are able to use the cloud to
integrate with traditional tools and succeed in their
job from afar; eliminating many overhead costs for
the contact center itself. A move to the cloud does not
mean, however, that prior investments are null and
void—in fact, the addition could bring potential for
your existing tools you hadn’t considered before.
Myth: The cloud isn’t secure
Truth: Security measures create a safe
environment
Yes, the cloud has unique security concerns, but
if the right steps are taken to secure applications
like payments, the cloud can be just as safe an
environment as on-premise. In fact, in many cases,
a hosted contact center can provide a higher level of
security than many end-users could afford with an
on-premise solution.
One of the most sensitive transactions that
would occur via a contact center interaction is the
exchange of personal information like credit cards.
Just like an on-premise contact center, a cloud-based
center must ensure that the SaaS vendor is payment
card industry (PCI) compliant. Voice recordings of
payments are especially important to protect, and
with PCI compliance, contact centers that record
customer service interactions must follow guidelines
to properly store and destroy the recordings.
Traditionally, PCI compliance raises the cost of
a solution; but this cost is distributed amongst a
number of users in a hosted environment, and as a
result, drives down cost to each individual company
that has deployed that hosted solution.
Further, cloud-based contact centers have the
scalability and agility to shift resources in order
to appropriately staff, shift security measures and
“"In order to make the best purchase for their
individual needs, IT buyers must carefully
consider information in the market, separating the
facts from the 'myths'.”
accommodate regulations like PCI and HIPPA, etc.
With the flexibility to create and audit security
processes, cloud offerings can support sophisticated
processes and deliver a secure contact center
environment.
Myth: With cloud solutions, companies
lose control
Truth: Cloud solutions offer flexibility to
control data and operations
Control is vital for the contact center to make
necessary adjustments to best serve their agents
and customers. Yet, another common misconception
about choosing a hosted communications system is
that the provider holds the power to make changes,
and the user must sacrifice a level of control over
operations and data.
In fact, the opposite is true. One of the benefits of
using a hosted system is the flexibility and control
the interface provides, thanks to the lightweight
infrastructure, yet robust functionality. Users can
determine settings, place control in the hands of
capable employees, and adjust operations quickly and
effectively without going through complex systems or
involving IT management.
Providers understand that a company’s data is
a vital and sensitive asset that must be protected.
With most hosted providers, users have the ability to
choose how they store their data, allowing them to
maintain that information in company on-premise
databases. Again, the flexibility of a cloud solution
allows users to determine this level of control and
find a system that works best for their operations.
Knowing the facts
Like any technology, the cloud model may not be
the “end all, be all” for all companies, but in the face
of changing customer demands and mobile access
and social channels, a hosted environment is worth
a serious consideration. And ultimately it is up to
the contact center decision makers to uncover the
truth behind issues like security, agility, scalability,
functionality, and total cost of ownership (TCO); an
informed decision is a wise one.
Mariann McDonagh
is Chief Marketing
Officer of inContact
(www.inContact.com),
a provider of cloudbased
contact center
software and agent
optimization solutions.
She can be reached at
Mariann.McDonagh@
inContact.com
FALL 2012 contactmanagement.ca | 11

Hosted Contact Centres
Is it time to
outsource
your contact
centre?
By Nilpa Srivastava
“
You can leverage
the cloud to launch
a new call centre
quickly, and lay the
foundation for a longerterm
migration to a
premise-based nextgeneration
platform."
T
he overall success of any business is dependent on its ability
to successfully manage within its financial resources. Business
owners, purchasing managers and executives are frequently
faced with a difficult decision—which financial model makes the most
business sense for the company, the operating expenditure-based (opex)
model, or the capital expenditure-based (capex) model? As with any
major purchase, you’re going to weigh the pros and
cons and potential impact to the business, while
trying to determine what’s going to generate the
best ROI.
In prior years, contact centre costs would have
been capex, but with today’s ‘pay-as-you-go’ cloudbased,
hosted contact centre solutions, they’re
increasingly becoming opex. The ‘lease- based’
model is frequently favoured by small to enterprisesize
businesses as it offers them the ability to pay
a fixed monthly rate per user, rapidly scale up or
down with ease, and adopt new technologies costeffectively.
Today, investing big money in
a long-term project that doesn’t
assure quick returns can be risky
and getting approvals for large
capital expenditures is a challenge
faced by every executive. As
a result, a growing number of
organizations are outsourcing to
reduce capital and maintenance
costs and to realize a shorter ‘time
to benefits’.
Tips for outsourcing your
contact centre
A hosted contact centre offers a
compelling array of benefits for
organizations of all sizes. If a
cloud-based model is something
your business is thinking about,
here are some things to consider.
12 | contactmanagement.ca FALL 2012

Hosted Contact Centres
Eliminate capital
investment
Look for a provider whose solution
includes all the hardware and
software required to operate and
maintain the service, including
the phones, switches, routers
and system upgrades. You
should opt to rent your phones
rather than paying upfront. The
savings associated with not
having to make investments in
hardware, software and ongoing
maintenance can be invested into
core business initiatives that drive
increased business growth.
Flexibility
Select a service that is accessible,
whether agent staff is working at
home, another office or a remote
location. This can build staff
satisfaction, help ensure resources
are available when needed and
reduce office space-related
expenses.
Scalability
A hosted call centre solution
can start with as few as two
agents, at a cost of $29.95 per
month per agent. The call centre
capacity should be quickly and
easily scaled to any level to
meet changing business needs
by either adding or removing
lines or shifting them to other
locations, which ensures that
your investment will only need
to increase when your needs
increase.
Technology refresh
Choose a provider that continually
invests in advanced technology
to increase the efficiency,
performance and functionality
of its call centre solution. This is
one of the main benefits of the
hosted model, as it enables your
business to take full advantage
of any infrastructure upgrades made by the provider. A professional,
state-of-the-art call centre capability can create instant credibility with
customers and prospects alike.
Advanced reporting
Opt for a solution offering reporting features that provide valuable
insight into call centre operations and performance. Reports can
assist companies to accurately staff call centres according to business
demands, and provide visibility into agent performance for immediate
coaching.
Range of contact centre features
Is the Automated Attendant a separately billed feature? Will you only
be billed for features that you use? Can the solution deliver integrated
CRM, performance management, data and speech analytics? Whenever
possible, get an independent expert to check out the IP infrastructure
and IP contact centre capabilities of your potential partners.
Choose the right solution, at the right time
Ultimately, choosing to go with a hosted call centre model depends
on timing and finances. As hosted call centres require no upfront
capital expenditure, are less expensive to operate on an ongoing basis,
eliminate the technical complexity of implementing and operating a call
centre, and have a much shorter ‘time to benefits’, opting for a cloudbased
model can be a
FEE
PURCHASE
very smart business
decision.
You can leverage the
cloud to launch a new
call centre quickly, and
lay the foundation for a
longer-term migration
to a premise-based nextgeneration
platform.
Or, you can start
with an on-premise
deployment, and opt
to migrate to the cloud
later if resources or
capital budget become
problematic. Either
way, knowing how
quickly conditions
can change, a hosted
call centre solution
gives your business
flexibility, without the
fear of making a wrong
decision and losing
your investment down
the road.
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of Advanced
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Solutions within
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Services. She manages
a dynamic team of
professionals who
translate complex
phone and Internet
technologies into
solutions that are
easy for Canadian
businesses to use.
For more information
about Primus’ Hosted
Call Centre services,
please visit www.
primuspbs.ca
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FALL 2012 contactmanagement.ca | 13

Hosted Contact Centres
14 | contactmanagement.ca FALL 2012

+ With +
Hosted Contact Centres
cloudbased
contact
centers
the numbers
+ add up +
By Dena Skrbina
W
hen people call customer care, they typically hit zero because
they want to talk to a human instead of serving themselves,
right? Wrong. Recent surveys show that up to 76 per cent
of consumers believe that self-service is more convenient than other
options. That preference is even higher among Gen Y consumers, at 82
per cent.
To accommodate that preference, enterprises, government agencies,
contact centers and other organizations are increasing their Interactive
Voice Response (IVR) investments. Many are choosing hosted IVR
services rather than premises-based platforms. In North America,
FALL 2012 contactmanagement.ca | 15

Hosted Contact Centres
hosted speech IVR spending will outpace onpremises
IVR by more than 200 per cent, according
to a recent Ovum study. By 2016, the analyst firm
predicts that hosted speech IVR revenues will exceed
on-premises by nearly 250 per cent.
Some of the benefits that come with hosted IVR are
relatively obvious. For example, as with any cloudbased
IT or contact center solution, a hosted IVR
service virtually eliminates CapEx. And because the
vendor amortizes the operations over hundreds of
customers, with each one paying only for the service
it uses, each customer’s OpEx is also reduced. Those
savings are compelling, especially now during the
global recession, when every organization is looking
to lower costs.
Other economic benefits are far less obvious,
especially as IVR technologies are becoming more
intelligent and conversational. Hosted IVR providers
enable immediate access to these newest and
most sophisticated IVR technologies, freeing their
customers from the cost and time investment that
comes with purchasing, integrating and deploying
new technologies on premises. That creates a window
of opportunity for hosted customers to use a new
technology to deliver a customer service experience
so compelling that it becomes a powerful market
differentiator. In other cases, a hosted solution
provides access to cutting-edge technologies that the
organization otherwise couldn’t cost justify if it had
to buy the necessary hardware and software, as well
as hire specialized staff to support it.
One of those technologies is voice biometric
authentication. Instead of requiring callers to
remember information such as PINs – which 10 per
cent of customers need to reset each month – or
account numbers, the IVR system simply compares
the caller’s voice to a voiceprint created when she
became a customer. Many organizations also use
biometric authentication to compare callers to a
database of known fraudsters. With a hosted IVR,
companies can implement biometric authentication
faster and more cost-effectively, resulting in higher
self-service rates.
Why mobile is key
Many of today’s hosted IVR solutions enable
organizations to extend IVR technologies to other
customer touchpoints. Because 60 per cent or
more of customer service calls come from mobile
phones, particularly smartphones, organizations are
looking to simplify self-service for mobile users and
remove the inconvenience associated with typing
information on a small screen. With hosted IVR, the
time and resources invested to build IVR applications
using speech recognition, natural language, voice
synthesis (text to speech) and biometrics can costeffectively
be extended to enable a more natural
spoken interface for mobile apps.
This “IVR mobilization” strategy gets a boost
from another trend. Thanks to platforms such as
Samsung’s S Voice, Google Now and Siri on the iPhone
4S, consumers and businesspeople are increasingly
comfortable with the concept of speaking to apps as a
way to get answers. That’s possible because with the
right IVR technology, those apps are now capable of
accurately understanding and providing answers.
The ideal IVR solution today provides the same
level of intelligence – often called “natural language
understanding” – to understand not only what callers
are saying, but also their intent. IVRs of the past
required callers to stick to a limited set of spoken
phrases in response to IVR questions.
For example, a caller might be required to say
“departure information” or “arrival times” in
response to an airline’s IVR system. But if the caller
instead uses everyday terms such as “When is it
leaving?” or “What time does it land?” – a style
similar to what they’d use with Siri – many IVR
systems become confused because they don’t have
the statistical models to find a match.
Hosted IVRs, with the latest technology plus data
models built from billions of calls, have an advanced
ability to deliver on the conversational aspects that
callers are becoming accustomed to. And as more and
more companies move to hosted IVR, those models
become more robust, continuously improving caller
interactions and company economics via more callers
successfully self-serving.
US Airways illustrates the advantage of
conversational IVR. In July 2011, the airline used a
hosted IVR service to launch an IVR application that
includes:
The ability for callers to naturally speak the reason
for their call.
Features that personally greet callers and provide
relevant information without the need to talk or type.
Advanced audio read back that sounds extremely
natural instead of robotic.
The US Airways IVR truly provides the effortless
self-service that consumers and business traveler’s
value.
“The more we know about our customers and the
16 | contactmanagement.ca FALL 2012

Hosted Contact Readerboard Centres
“
Hosted IVRs, with the latest technology plus data models built from billions of calls,
have an advanced ability to deliver on the conversational aspects that callers are
becoming accustomed to."
reason for their calls, the more efficiently we can
provide the assistance they need and allow them to
get on with their day,” says Kerry Hester, US Airways
senior vice president for operations planning and
support at US Airways. “By integrating those insights
with cutting-edge speech recognition technology,
we are providing our customers with the convenient,
quality care they have come to expect from US
Airways.”
Bottom-line benefits – and beyond
The cutting-edge technologies that hosted solutions
are known for provide bottom-line benefits. For
example, every time a caller hits zero to get to a live
agent, that organization’s bottom line takes a hit.
At many retail banks, for instance, every 1 percent
of callers who abandon the IVR cost an additional
$2 million to $3 million annually. Because they
incorporate the latest and greatest natural language
technologies helping to make caller interactions easy
and natural, hosted IVRs minimize those drop-out
rates and save money.
Of course, sometimes a live agent is the best way to
serve a caller. A hosted IVR system can enhance and
streamline that interaction, too, by getting callers
to the right agent fast. US Airways’ IVR system even
minimizes call durations by asking highly relevant
questions and then automatically providing the
callers’ responses to the agent. One US Airways
customer posted on FlyerTalk, an interactive online
community for frequent flyers: “The time previously
spent on hold is now used by the computers to pull
up your records. I’m going to call it a win.”
It’s not only a win for callers; it’s a win for US
Airways, too. With the IVR handling some of the
information-collection process, each live interaction
takes less time, so each agent now can be more
productive. That adds up to significant savings,
considering that each call to a live agent costs an
organization anywhere from $2 to $14. A hosted IVR
can provide a self-service experience that’s effective
enough to handle a large percentage of caller
requests, and it shortens the call duration for others.
That works out to tens of millions in annual savings.
US Airways also illustrates how the strategy
behind IVRs has evolved. In the past, organizations
implemented IVRs with a strict focus on the
cost savings. That’s still a motivator, but smart
organizations such as US Airways now focus their
IVR technology selections and design strategy on
meeting consumer preferences for self-service and
delivering a level of customer service that stands out
in their market. It turns out that by focusing more
on customers and their preferences (rather than on
the internal savings), self-service and satisfaction
rates are climbing, and customer service savings are
climbing right along with it.
Competitive advantages
without the complexity
Natural language understanding, biometric
authentication and extensibility to mobile apps are
three examples of how increasingly complex today’s
IVR platforms are. That complexity is yet another
reason why so many organizations are choosing
hosted IVRs over premises-based solutions. They
want all of the benefits that this complexity enables,
but owning that complexity becomes a distraction to
running their business.
A hosted solution frees organizations from the
learning curve, specialized staff and overhead costs
that come with complexity. As a result, they’re free
to focus on their core competencies rather than the
nuances of next-generation IVR technologies.
Hosted solutions also provide scalability, both up
and down. For example, when customers suddenly
embrace new self-service options or technologies, as
they have with Siri and speech recognition, a hosted
solution can provide the service to scale up quickly
and cost-effectively to meet that demand.
A hosted solution also can provide the necessary
capacity to serve customers during peak periods
– such as the holiday shopping season or annual
open-enrollment periods – and then scale back
down afterward. With a premises-based platform,
the organization is required to operate excess IVR
and telephony capacity that sits unused for several
months out of the year, putting unnecessary drag on
its bottom line. That’s just one more reason why 50
percent of IVR purchases next year will be hosted.
If yours isn’t one of them, rest assured that your
competitors almost certainly are.
Dena Skrbina is Senior
Director of Solutions
Marketing in Nuance’s
Enterprise Division.
She’s spent the past
15 years helping
contact center leaders
deploy self-service
solutions that save
money, generate
revenue, and provide
a differentiated
service experience.
Her expertise includes
nearly a decade
working with ondemand
customer care
speech solutions.
FALL 2012 contactmanagement.ca | 17

Customer
Service
Call centers
as social
media hubs
By David Baker
O
ver the years, contact centers have begun to adopt a number
of media for reaching their customers. But even the perfect
multichannel blend of phone, email, and voice seems to lack yet
another crucial element of the conversation.
The hype is hard to ignore – social media is gearing up to have a
profound effect on contact center operations and overall business
success when it comes to communicating with your customer base.
Ignoring the onset of this medium can leave a business vulnerable and
voiceless in the face of criticism, dramatically impacting their ability to
build transparency and garner loyalty.
In the near future, contact centers will most certainly become social
media hubs because so much of consumer conversation, interactions,
and chatter is moving to and happening within the
social sphere. If organizations want to be
tuned in to what consumers have to
say about them, then
adding a social
media
element to
their CIM business plan is simply
inevitable.
Missing out on the
conversation
As customers openly share
their experience across social
networks, opinions can become
viral. Recently, there was a huge
barrage of negative messages on
Facebook about a leading global
Telecom brand. One message
led to another and it picked up
massive momentum. Not only
were customers discussing recent
issues, but they were revisiting
past conflicts surrounding the
company as well.
Fuel to the fire
Unfortunately for the brand, the
contact center had launched an
outreach campaign just around
the same time. This outreach
campaign spoke about how
important relationships are
to them and gave consumers
the name and number of their
relationship managers. As you can
imagine, this only made
the messages on
18 | contactmanagement.ca FALL 2012

Customer Service
Events
Facebook become rougher and uglier.
Lessons learned
If this Telecom brand had been clued in to the chatter in social media,
the timing of this outreach campaign could have been revisited,
specifically after complaints were visibly addressed. It may not have
brought back lost consumers but it would have certainly ensured that
further damage was not done.
Contact centers have been established from two distinct perspectives
for decades: technology and business processes. This is where they have
the advantage in the social media space. When a business is trying to
implement social listening and response strategies, a background in
dealing with customer interactions is crucial.
The difference in going public
Although it seems to fall right in line as the next logical step, social
media carries one fundamental difference compared to every other
channel of customer communication – everything is out in the open.
Brands are charged with the job of monitoring the conversation,
maintaining security for sensitive information, and staying in touch
with social media best practices.
As brands work to streamline customer experience across all modes
of communication, social media must work its way in as well. Many
organizations today are working very hard at providing a unified
customer experience regardless of the touch point, geography, or time
zone. In order to successfully align offline and online experiences,
brands must associate with their customers on every relevant level –
social media being one of them.
By participating in the social media sphere, contact centers are better
able to:
»» Improve turnaround time for customer issues
»» Implementing strong listening platforms via social media not only
gives a brand a level of transparency and legitimacy, but also allows
for quick response to customers who voice issues on these networks.
»» Protect their brand name
With unmonitored public relations, a company is sure to lose its
footing at times. Simply by adopting a presence across social networks
and developing a strategic response plan, you protect yourself from a
large portion of potential bad publicity.
Save money
The best part about social media is that it’s usually free to participate.
The more issues you can resolve on a mass and open level, the less you
handle on an individual and more expensive basis.
In time, the possibility of the contact center catering only to queries,
transactions, and/or complaints coming off social media is very high and,
consequently, could well convert contact centers into social media hubs.
The key to making a successful transition is being prepared for the shift.
David Baker is Vice President of Sales and Business Development for Servion Global Solutions’
North America sector. With nearly two decades of call center experience in IVR, CTI, and speech,
David has managed successful teams for both direct and indirect sales.
Coming
Events
October 16-19 Canadian Call Management
Association (CAM-X) Annual Convention.
Topics covered include revenue,
accountability, customer service
excellence, and execution. Location is
Delta Ocean Pointe Resort and Spa,
Victoria, B.C.
October 18 The International Customer
Service Association (ICSA), Toronto
chapter, Awards Dinner and Staff
Appreciation Night. Location is Old Mill
Inn & Spa, Toronto, ON.
October 22-24 The World Congress on
Information Technology (WCIT) is
held every two years in a different
country under the auspices of the World
Information Technology and Services
Alliance (WITSA). It is among the world’s
leading IT gatherings with prominent
speakers, leading thinkers, and business
leaders from around the world. Location
is Palais des Congrès, Montreal.
October 25 Third Annual Greater Toronto
Area Contact Centre (GTACC) Association
Conference. Location is Pearson
Convention Centre, Brampton, ON.
November 7-8 Presented by ContactNB,
Contact Atlantic is the largest contact
centre conference and Expo east of
Montreal drawing contact centre
professionals from the provinces of
Ontario, Quebec, Prince Edward Island,
New Brunswick, Nova Scotia and
Newfoundland as well as delegates from
the US and the UK. Location is Saint John,
NB.
November 15, 16 Service Quality
Measurement (SQM) Group Annual
Conference and 14 th Annual North
American Call Centre Service Quality
Awards of Excellence Gala. Location is
Green Valley Ranch, Las Vegas, NV.
FALL 2012 contactmanagement.ca | 19

Customer service
failure
The
of
CRM
Contact Center
in the
By Gideon Hollander
P
erhaps “failure” is too
strong a word. However,
at the risk of being
accused of sensationalism, CRM in
the contact center has not lived up
to its hype. It has, in fact, hurt the
customer service experience by
increasing call handle times due
to the complexity of the interface.
And while CRM was supposed to
consolidate applications on the
agent desktop, CRM has instead
become “another application on
the desktop.”
So what went wrong?
Increasing average
handle time
The fact is CRM was never built
for the contact center. Its origins
were to serve as a sales and
marketing automation system, a
function it did, and continues to
do, very well.
With continued market
pressure to increase its
functionality and reach, the
complexity level of CRM systems
climbed alongside the feature/
function race. What has become
evident is that this complexity
does not work well in a “realtime”
environment. With current
CRM systems, agents have
to navigate through multiple
screens to retrieve basic customer
information. The complexity of
the navigation is exacerbated
by the lack of process guidance,
requiring the agent to not only
perform the tasks in the right
sequence, but to also ensure
compliance with any company or
regulatory requirements.
This complex navigation
becomes readily apparent when
agents attempt to perform
seemingly straightforward
customer service-oriented tasks
20 | contactmanagement.ca FALL 2012

Customer Service
People
in the system.
The steps, for example, may go something like this:
Step 1. The agent goes to the search screen to find the customer.
Step 2. Then the agent navigates to another tab.
Step 3. Then the agent opens a dialogue box to see the previous call notes.
Step 4. Then the agent moves to another tab to see current services.
Step 5. Then the agent opens each service in turn to see current bill payment status.
Step 6. Then the agent closes these views and backs out of two screens.
Step 7. Then the agent opens the ticketing module.
Step 8. Then the agent keys in the service ID.
The agent must perform at least eight steps, all within the first few minutes of the call, just to simply
“know your customer”, before the actual call even gets underway. It’s no wonder customers and agents
alike experience frustration.
CRM provides consistent information in an inconsistent way
There is no disputing the power of the CRM data – as a centralized information repository, CRM works
wonderfully. The issue with CRM systems in the contact center is the lack of guidance CRM provides for
managing a customer interaction. While it is true that CRM is a fundamental line of business application,
it is ‘touched’ differently through various channels: web self-service, voice, chat and social mediaall
of which require agent interaction with the customer data. However, the customer’s experience
differs vastly depending on how they interact with your organization so creating a consistent customer
engagement across all communication channels has become critical. There is little more damaging to
the customer experience than when the customer receives different, even contradictory, information
depending on their communication channel.
Again, CRM systems do the job they were designed to do very well. In a contact center however,
CRM systems are essentially being used for functions it was never intended to do. The lack of process
guidance within most CRM systems is what contributes to the disjointed experience customers receive
through the various communication channels. And with the emergence of the new mobile service
channel, this problem will only be heightened, as you have a new self-service channel needing access to
CRM data.
Providing an efficient and consistent customer service
New technology has emerged as of late that allows you to dynamically create new views and processes
on top of your existing CRM system. These views and processes can be developed to work across the
various communication channels, resulting in a more consistent customer service experience. This
adaptive user interface layer allows an organization to assemble new CRM interfaces that mirror the
optimal customer interaction process, all without requiring changes or customization to the CRM
system itself. By doing this, the call handle times are significantly lowered, resulting in an improved
customer service experience.
In addition to providing a streamlined interface, companies can now leverage process guidance
technologies that allow all channels (web, mobile, voice, point-of-sale, chat, social media) to use the
same process or interaction. By building these “write once, run everywhere” interactions, the customer
will experience a consistent journey no matter how they touch your organization. This will allow your
CRM system to be instrumental not only in your call center but across all your channels, including the all
important self service channel.
Thanks to access to better technology, organizations are creating new, more efficient processes out of
their existing CRM systems. And most importantly, they’re finally starting to realize the benefits of what
CRM promised: Reduced handle times and reuse across channels.
Gideon Hollander is the chief executive officer and founder of Jacada. Gideon is highly regarded for his strategic vision and innovation-centered
leadership, and is focused on ensuring that Jacada delivers high quality, best-of-breed solutions. Prior to founding Jacada, Gideon was part of the
research and development team at Comverse Technology. More information about Jacada is available at www.Jacada.com.
Aspect
introduces
Mohamad
Ali as CEO
for new
Workforce
Optimization
Division
Bringing renewed
focus to an area
of significant
opportunity,
Ali will serve
alongside current
CEO, Jim Foy, and
play a critical role
in accelerating
Aspect’s market
growth, customer
development
and product
innovation.
Virtual Hold
Technology
names Wes
Hayden as
new CEO
The industry
veteran is set to
lead the growth
of an emerging
leader in customer
conversation
strategies.
FALL 2012 contactmanagement.ca | 21

GTACC is about People. It's about Process. It's about Technology.
GTACC is a non-profit knowledge exchange, think tank and networking association with
industry, government and service provider representation.
We come together to share Best Practices, to network, and to provide Contact Centres with
the latest information on industry related topics, issues and initiatives.
Date: October 25th, 2012
Time: 8:00 am to 5:00 pm EST
Ticket Purchase: Available online at www.gtacc.ca
Location: Pearson Convention Center, 2638 Steeles Avenue East, Brampton ON L6T 4L7
Contact: Sangeeta Bhatnagar sangeeta@gtacc.ca 416-564-0399 www.gtacc.ca
Connect, Learn, Grow - come join us at GTACC!!!
22 | contactmanagement.ca FALL 2012

CAM-X 48 th Annual
Convention & Trade Show
October 16-19
Official Show Guide 2012
Published by Contact Management Magazine –
a Lloydmedia Inc. Publication
FALL 2012 contactmanagement.ca | 23

2
CAM-X 48 th Annual Convention & Trade Show
Convention
Chair Welcome
It is the largest island
on the west coast of
North America. It was
first settled in 1841. It
became a British fort
founded by James
Douglas in 1846. It is
named after longest
reigning British monarch.
It is the home of
the world renowned
Butchart Gardens. It
is known for its British high tea hosted by the Empress
Hotel. It is the most western capital city in Canada. It is
the site of the 48th annual Canadian Call Management
Association (CAM-X) Convention and Trade Show.
On behalf of the Board of Directors of CAM-X and the
Convention Committee, it is my honour and pleasure to
welcome you to beautiful Victoria, British Columbia.
In case you didn’t know, founded in 1964, the Canadian
Call Management Association is an industry trade
association representing the needs and concerns of Call
Centres and Telephone Answering Services across North
America. A not-for-profit, member driven association,
CAM-X is comprised of a cohesive group of concerned
business people dedicated to helping owners and
managers increase their business markets, profits and
opportunities. This collective group represents more than
5000 agent seats across North America and the United
Kingdom. Originally called the Telephone Answering
Association of Canada (TAAC), the name was changed in
1985 to the Canadian Association of Message Exchanges
(CAM-X) and subsequently to its current name.
The theme of this year’s convention is The Race
to Success: Revenue + Accountability + Customer
Service Excellence + Execution = Success
All of these key components in the growth of your
business will be addressed over the course of the conference,
by recognized industry leaders.
Find out about the importance of culture and how to
instill it.
Learn why a social media plan is a must and how to
develop one.
Hear recognized experts share their vision of what’s
beyond 2012 for our industry.
Net Promoter Score - what is it and why is it a must to
honestly evaluate your service and culture.
And there is so much more…
Talk with vendors and find out how they can help your
business grow and succeed.
Catch up with old friends. Meet new friends. Share
ideas and experiences. Mix and mingle at the Gala Dinner
and Silent Auction. Anticipate the excitement of the Annual
Awards Luncheon.
Be a part of the unique experience that is a CAM-X
Convention.
Doug Swift
Convention Chair
24 | contactmanagement.ca FALL 2012

CAM-X 48 th Annual Convention & Trade Show
3
Session
descriptions
Tuesday, October 16
10:00 a.m Meet in lobby for preconference
guided tour of old Victoria,
downtown core, Antique Row,
China Town and harbour. Includes
transportation to Butchart Gardens
for a fabulous tour and buffet lunch
then take the waterfront route back
to Delta. 5:00 p.m Registration open
6:00 - 6:30 p.m.
Welcome first-timers
6:30 - 8:30 p.m.
Opening reception
Wednesday, October 17
8:00 - 8:45 a.m. Networking breakfast in Exhibit Hall
8:45 - 9:00 a.m. President’s welcome
9:00 - 10:30 a.m. Opening Keynote
10:30 -10:45 a.m. Coffee in Exhibit Hall
10:45 - 12:30 p.m. Beyond Telephony – what’s next for
our industry
12:30 - 1:30 p.m. Lunch in Exhibit Hall
1:30 - 2:30 p.m. Workforce 2020
2:30 - 3:00 p.m. 30 Minutes of Fame
3:00 - 3:15 p.m. Coffee in Exhibit Hall
3:15 - 4:45 p.m. Facilitated Networking
Foghorn Sessions!
4:45 - 6:30 p.m. Wine Tasting with the vendors in
Exhibit Hall - Silent Auction Open
Thursday, October 18
Concurrent Leadership Training Sessions
8:00 - 8:45 a.m. - Networking breakfast in Exhibit Hall
8:45 - 9:00 a.m. - ATSI President’s welcome
9:00 - 10:00 a.m. - Social Media 6S Marketing Inc.
10:30 - 10:45 a.m. - Coffee in Exhibit Hall
10:45 - 11:15 a.m. Vendor 30 Minutes of Fame
11:15 - 12:00 p.m. Rowing Canada speaker
12:00 - 1:00 p.m. Lunch in Exhibit Hall
1:00 - 2:00 p.m. CAM-X Annual General Meeting
2:00 - 2:30 p.m. Personal Story -Tim Carwell of CommAlert
2:30 - 2:45 p.m. Coffee In Exhibit Hall
2:45 - 3:45 p.m. Member Disaster Stories - You won’t
believe what you hear!
3:45 - 4:30 p.m. Best Ideas Shared
4:30 - 5:30 p.m. Reserved for Vendors
6:00 - 7:00 p.m. Cocktail Reception
7:00 - 10:00 p.m. Gala Dinner and Silent Auction
Friday, October 19
Concurrent Leadership Training Sessions
9:00 - 10:00 a.m. Vendor Time
10:00 - 12:00 p.m. Profits, Passion and Purpose
12:00 - 2:00 p.m. CAM-X Awards Luncheon
FALL 2012 contactmanagement.ca | 25

4
CAM-X 48 th Annual Convention & Trade Show
Keynote
Speakers
Cindy Roma
& Sydney Ryan
Please join Cindy Roma, Sydney
Ryan and friends for a conversation
about using proven business
models on how to build great
profits and create sustainable
growth. By following the teachings
and practices of business greats like
Tony Hesieh and his billion dollar
company Zappos, Fred Reichheld
author of “The Ultimate Question
. . . Driving Good Profits
and True Growth” and Cameron
Herold, BackPocket COO and author
of “Double Double”, Telelink and
friends have taken
their businesses to the
next level and created
fun companies who
have discovered a balance
between profits,
passion and purpose.
Wayne Lee
Wayne’s unrelenting passion for entertaining
and empowering people has led him to
present for over 3,000 audiences worldwide.
He was named Entertainer of the Year for The
Canadian Events Industry. Wayne has appeared
on national television shows, radio programs
and has presented to clients such as IBM, General Motors, Princess Cruise
Lines, eWomen Network, the Direct Selling Women’s Alliance and many more.
Wayne is committed to showing audiences how to wake up the power of
their mind to create more fun and success.
Your success is directly proportional to how well you deal with stress. In the
blink of an eye you will master success strategies you can put to work immediately,
and will last a lifetime. This riveting and highly interactive presentation
reveals the limitless potential of a life transformed by the power of the mind.
You will learn three simple steps to mentally program yourself to perform like
a champion and create more success personally and professionally.
As a participant in Wayne’s presentation, you will learn to:
• Use a simple 3 step strategy for success
• Overcome fear and eliminate self-doubt
• Master your emotional state no matter what
• Replace bad habits with successful behaviours
• Laugh until your stomach hurts
26 | contactmanagement.ca FALL 2012

CAM-X 48 th Annual Convention & Trade Show
5
Wednesday, October 17
Beyond Telephony – what’s
next for our industry
(panel with Michael Leibowitz,
Mike Shantz, Bill Lane, Tom
Curtin)
This Powerful panel will discuss
new and innovative products and
services to help you: • Generate more
revenue • Run your business more
efficiently • Save money Ideas will be
shared to help you understand new
technologies and possible changes
in how you do business.
Workforce 2020 - Pat Vos,
partner of Intercon
Messaging Inc.
By 2020 most of us will have truly
felt the effects of the retiring baby
boomers on our workplace.Most of
us will know firsthand the speed of
social media. The world of work is
changing faster than ever. The Net
Generation is transforming every
institution of modern life. Companies
that are proactive in understanding
the forces at play here will have an
advantage in attracting the talent
they need to be successful in the
new world of work. This session will
be interactive and fun.
Facilitated Networking
Foghorn Sessions!
In this session you will learn from the
best in the industry on how they:
• Increase revenues
• Decrease expenses
• Reduce turnover
• Optimize their websites
• Implement social media
• Manage their cash
• Maintain their quality control
• How they sell to their clients.
This session will be jammed packed
with information that you can implement
immediately.
Session
descriptions
FALL 2012 contactmanagement.ca | 27

6
CAM-X 48 th Annual Convention & Trade Show
Session
descriptions
Thursday, October 18
Social Media 6S Marketing
Inc. analyzes three
members: Appletree,
Alliance & Tigertel
Chris Breikss is widely recognized
and regarded as being a man of
ideas, innovation and boundless
energy. An entrepreneur at heart,
Chris recognized a trend pointing
to significant business potential
in internet marketing and search
engine optimization, and in 2000, 6S
Marketing was born. 6S Marketing
has produced more than 700 digital
marketing campaigns for a diverse
cross section of clients world wide
ranging from small businesses to
Fortune 500 companies.Chris now
leads a team of 30 digital marketers,
with offices in Toronto and Vancouver,
and focuses his time on business
development leading the sales and
marketing team as well as heading
up research and development and
launching new digital marketing
products.
Rowing Canada Speaker
Rowers tend to be passionate about
their sport. The sensation of being
able to propel a boat at speed
through the water under one’s own
power is exhilarating. It requires
teamwork and concentration so
that one is almost oblivious to the
physical exertion employed. Rowing
is a sport than can be enjoyed by all.
You can start at any age, learn the
technique quickly and improve on it
for the rest of one’s life.
To many it is more than a sport,
teaching lessons for life:
• The need to work together with
others from all backgrounds
• The values of fair play and
consider ation for others in the
form of good sportsmanship
• The benefits to be obtained from
hard work and self-discipline
RCA has attempted to capture
this vision of the sport in its vision
statement - “Fostering excellence
and teamwork for life through
rowing.”
Personal Story
-Tim Carwell of CommAlert
Tim is inherently a risk taker therefore,
his particular area of interest is
crisis management and his passion
is business turnarounds. Through
formal education and practical
experience, Tim has continued to
develop his skills focusing his time
assisting start-ups, underperforming
business units, and troubled
companies achieve tangible results.
Tim bought CommAlert in 2007
and worked through an acquisi tion
in 2010. Tim will share his personal
story, including the challenges he
has overcome with the help of his
CAM-X Colleagues.
Member Disaster Stories
- You won’t believe what
you hear!
In cognito - members share some of
their horrific disaster stories. Some
will make you LOL and some may
make you cringe haha!
Bill Tucker will lead this must
attend session: Was O’Toole’s correct
when he stated that “Murphy was an
optimist?” Actually the original version
of Murphy’s Law is “If there are
two or more ways to do something,
and one of those ways can result in a
catastrophe, then someone will do it.”
Listen, learn and don’t be afraid to
laugh as industry veterans with over
250 years experience tell their stories
of mistakes and disasters.
Friday, October 19
Profits, Passion & Purpose
Please join Cindy Roma, Sydney Ryan
and friends for a conversation about
using proven business mod els on
how to build great profits and create
sustainable growth. By following the
teachings and prac tices of business
greats like Tony Hesieh and his
billion dollar company Zappos, Fred
Reichheld author of “The Ultimate
Question…Driving Good Profits
and True Growth” and Cameron
Herold, BackPocket COO and author
of “Double Double”, Telelink and
friends have taken their businesses
to the next level and created fun
companies who have discovered a
balance between profits, passion and
purpose.
28 | contactmanagement.ca FALL 2012
ATSI_2013_quarterpagead.indd 1
9/19/2012 9:01:48 AM

7
CAM-X 48 th Annual Convention & Trade Show
readerboard
Lloydmedia, Inc, #302-137 Main St N, Markham, ON L3P 1Y2
4 MAGAZINES DELIVER your
AUDIENCE in PRINT and ONLINENE
Access more than 57,000 prospects authorizing and approving expenditures in the
boardroom, on the front lines, in the IT corridors, in the centres of support and fulillment, fulillment,
on the road with delivery, to create customer loyalty. Our readers link you to all the
right executives and managers in FOUR KEY ROLES at the largest
and fastest growing companies in Canada.
FUND Finance & Credit Prospects via CANADIAN TREASURER
CT is published bi-monthly and reaches more than 10,000 readers, in
about 6,000 organizations, who are responsible for capital, credit and
risk in all forms of financial operations. Readers are in charge of
corporate finances and how funding is approved, obtained, budgeted,
loaned, processed, allocated, and distributed.
www.canadiantreasurer.com
SELL Marketing & Sales via DIRECT MARKETING
Published monthly since October 1988, DM is Canada's magazine for interactive marketing
and sales, reaching about 17,000 readers in marketing and sales at about 6,400 organizations.
Readers devise strategies, create campaigns, choose media, select tactics, implement
programs, track response, analyze results, measure ROI, and generate sales for their companies.
www.dmn.ca
PAY Transactions & Billings via PAYMENTS BUSINESS
Published bi-monthly, PB reaches more than 20,000 readers in the transactions, cards
and ebilling/epayments sector at about 9,000 of Canada’s largest corporations including
banks, credit unions, retailers and online sellers.
www.paymentsbusiness.ca
SERVICE Customer Service, IT & Fulfillment via CONTACT MANAGEMENT
CM is published quarterly and reaches more than 10,000 readers in about 5,000 call
centres across Canada. Readers manage all forms of customer interaction and
engagement, including outsourcers who conduct those activities on behalf of their clients.
www.contactmanagement.ca
TO ADVERTISE OR GET MORE INFORMATION AND MEDIA KITS
905-201-6600 FALL 2012 | 1-800-668-1838 | Mark Henry x223 | Peter O'Desse x222
contactmanagement.ca | 29
SUMMER contactmanagement.ca

Hardware
Solutions
HP 310x
IP Phone Series
The HP 310x IP Phone Series offer fullfeatured,
easy-to-use basic phones wellsuited
for user environments such as in
classrooms, on manufacturing floors, and
in warehouses. The series also features
intuitive business phones ideally suited
for demanding business environments.
Basic phones are available with speakers,
and business phones are available with
backlit displays. The series also offers an
attendant console—ideal for businesses
requiring the personal touch of live call
HP 4110 IP Phone
The HP 4110 IP Phone is a Microsoft®
Lync optimized common area
telephone. The HP 4110 IP Phones
are stand-alone, cost effective and
mainstream phones that are ideal for
deployment in common areas such as
lobbies. The HP 4110 IP Phone provides
Power over Ethernet (PoE) connectivity
as well as an optional power adapter.
Simplified wall mount capability
provides easy installation. The HP4110 IP
Phones are well suited for “hot-desking”
applications. Users are able to log into
answering while demanding efficient
call handling. Both basic and business
phones enable quick access to frequently
used functions; they feature sharp
acoustics and an ergonomics-inspired
design to encourage collaboration. The
HP 3101SP Basic Speaker Phone provides
big-phone features in a compact form
factor: four fixed-feature buttons (four
programmable with speaker phone).
The HP 3102 Business Phone offers the
convenience of 10 fixed-feature buttons
and the flexibility of 18 programmable
buttons.
»» NBX, VCX, SIP-based support
HP 350x
IP Phone Series
The full-featured, SIP-based HP 350x IP
Phone Series meets the diverse communications
needs of organizations of all
sizes with a full range of call-handling
features and functionality that encourages
collaboration and increases productivity.
All phones support digital labeling,
PoE, four-way navigation controls, and
are available with high-resolution backlit
and color TFT displays. In addition, they
deliver rich, full body, wideband voice
clarity with full-duplex speakerphones,
as well as offer intuitive interfaces,
Gigabit Ethernet support, and environmentally
friendly power-save options.
their Microsoft Lync user account by
entering their PIN on the phone allowing
them access to voice mail, personal
contacts and any customized user profile
settings.
»» Microsoft® Lync optimized common
area phone
»» Stand-alone operation in Lync
environment
»» Power over Ethernet (PoE) connectivity
»» Well suited for “hot-desking”
applications
»» Simplified wall mount capability
»» 10/100 Ethernet connectivity/802.3af
PoE support
»» Browser-based administration and
easy setup
»» Wideband audio-ready (not 3105)
»» Multi-position stand for desktop/
wallmount use
Ideal for common areas and everyday
desktop business use, the phones are the
perfect solution for knowledge workers,
departmental administrators, and teleconference
participants with intensive
communication requirements. Optional
accessories include wall mounts, AC
power adapters, and desk stands.
»» Wide phone portfolio for all business
needs
»» Lower energy use and cost-effective
operation
»» Gigabit Ethernet connectivity for high
performance
»» Productivity-enhancing IPPBX feature
functionality
»» Exceptional sound quality with
wideband audio
30 | contactmanagement.ca FALL 2012

Business
Directory
inbound/outbound call services
VOXDATA named
one of the top
outsourcing call
centers in
North America
Founded in 1995, VOXDATA provides inbound and outbound call services in English and
French. A member of the Canadian Marketing Association, VOXDATA is ISO 9001-2000
certified. VOXDATA ranks 321st out of Quebec’s top 500 companies according to Les
Affaires magazine. In 2009, VOXDATA was also named best outsourced call centre in
ContactCentreWorld.com’s Members’ Choice Awards.
education & training
About VOXDATA
FURNITURE
Montreal Toll free: 1-800-861-9599 | Toronto 416-224-8482
MONTREAL, April 14 /CNW Telbec/ - For a thirteenth consecutive year, VOXDATA has been
recognized by the U.S. magazine Customer Interaction Solutions as one of North America’s
top call center companies. VOXDATA, headquartered in Montreal, was ranked tenth among
North American call centers. These ratings are used as the benchmark by organizations or
corporations seeking teleservices support.
VOXDATA captured the number ten spot in both the inbound and outbound categories.
“We are proud of our company’s position in the call center industry,” said France Couture,
VOXDATA president. “We have put a lot of effort into recruiting top professionals-most
recently a vice president for client experience-so as to maximize the focus on the quality
of service offered to our clients. We have also increased our production capacity, primarily
through major investments that helped us expand our Montreal and Toronto offices. This
recognition shows clearly that those efforts are paying off.”
VOXDATA’s call center management expertise enables it to offer continuous call services
adapted to a clientele composed predominantly of financial institutions, public service or
telecommunication companies, and insurance firms.
Founded in 1995, VOXDATA provides inbound and
outbound call services in English and French. The
firm is headquartered in Montreal and has an office
in Toronto. A member of the Canadian Marketing
Association, VOXDATA is ISO 9001-2000 certified.
VOXDATA ranks 321st out of Quebec’s top 500
companies according to Les Affaires magazine. In
2009, VOXDATA was also named best outsourced
call center in ContactCenterWorld.com’s Members’
Choice Awards.
Montreal
Toll free: 1-800-861-9599
Toronto
416-224-8482
Customer Collaboration 3.0 –
Transformation of your Customer
Engagement and Experience
- Are You Ready?
Emerging Customer Response Channels
Customer Response Summit 3
www.CustomerResponseSummit.com
Audio and video call recording
We know your call
is (REALLY) Important
www.novo.ca
or call us 1-888-657-6686
Free diagnostic of your call centre's voice management.
Audio & video call recording for compliance and quality monitoring.
headset products
Anixter is the largest distributor
of Plantronics headset products for
your call centre requirements
Call us at 877.ANIXTER or visit anixter.ca
outbound call services
Voice is a
beautiful
thing...
HAVE YOUR COMPANY
FEATUREDHERE STARTING
So much is said
But forgotten…
AT ONLY $198/MONTH
For more than 15 years,
hundreds of organizations
have trusted NOVO to remember
and leverage the amazing value
of the Voice of their Customers
and Representatives.
Contact Mark Henry at 1-800-668-1838, ext. 223
Or mark@contactmanagement.ca
Outbound
Call Services
AUDIO & VIDEO CALL RECORDING
FOR COMPLIANCE & QUALITY MONITORING
www.novo.ca
250 stations across 3 sites (Moncton, Montreal & Toronto) offering
multilingual outbound services (French, Spanish, Cantonese, Mandarin)
Extensive experience conducting customer satisfaction, media research,
consumer and B2B studies.
Aggressive pricing to match your individual project needs.
Contact us for your call center furniture needs
www.interiorconcepts.com
BBM Analytics is the market research subsidiary of BBM Canada, the leading
supplier of radio and television audience ratings services to the Canadian
broadcast and advertising industries since 1944.
MRIA Gold SEAL accreditation
fdehaan@bbmanalytics.ca | www.bbmanalytics.ca | Tel 416-847-2302
© 2010 BBM Analytics 1
FALL 2012 contactmanagement.ca | 31

It is Xentrax’s expertise and experience in Workforce Optimization,
Customer Satisfaction, Interaction Recording and Analytics
Solutions that has helped power some of Canada’s most customer
focused contact centres.
salesCM@xentrax.com