“How To” Series

Converged Networking in
the Call Center: Creating
Your Migration Plan
E X E C U T I V E S U M M A RY

Operating a contact center on a single, converged IP-based platform makes

economic sense, and offers all new possibilities for integrating web, voice, data and
in-person communications channels into the contact center strategy.
The hard question is, exactly when and how
should the center be transitioned from a
voice-based legacy network to a converged
IP infrastructure? How should multiple
communications channels and siloed resources
be integrated onto a converged environment?
How can a smooth transition be assured?
This article outlines a step-wise strategy for
mapping out a convergence game plan, including:
• Assessing current operations
• Defining business needs
• Prioritizing functions and capabilities
• Gauging your network requirements
• Planning a phased migration
Introduction
For more and more enterprises, a networking
architecture based on IP (Internet Protocol)
technology has proved highly appealing. This
is due to its ability to enable more cost-
effective telephony, and its ability to facilitate a
broad range of voice and data capabilities that
promise to enhance enterprise communications
and operations, and to mitigate expenses
throughout the organization.
Perhaps nowhere are the benefits of IP
technology more promising than in the contact
center, arguably the most communications- and
data-intensive operation in the enterprise.
In the conventional legacy call center
environment, the infrastructure comprises an
array of disparate proprietary systems,
circuit-based voice equipment, a portfolio of
separate applications with their own
interfaces, as well as a separate network
facilities for both independent voice and data
communications. Indeed, the center that tries
to keep up with the demands of the customers
and the marketplace for first-class service will
be hampered by the conventional ‘siloed’
architecture of the call center.
The Power of the IP-Enabled
Contact Center
A contact center operating in a converged,
voice-data environment enabled by IP
technology can achieve levels of simplicity,
scalability and centralization that are simply
not possible in the legacy model. An IP-
enabled contact center offers its parent
business reduced access costs, more
intelligent routing of calls and automation
possibilities that can deliver efficiencies far
The Power of IT Technology
Simplicity
Scalability
Centralization
How To Converged Networking in the Call Center

Contact Centers and the Internet

Web Page
Click to talk
Client Database
WEB
We've improved our top-quality
COLLABORATION
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hat shrugs off stains and practically
eliminates shrinking. Our soft 6 oz.
100% cotton fabric is jersey-knit
from strong, smooth yarn that's
ring-spun for durability.

e-Business Website Contact Center

WEB
COLLABORATION
Home Agent

Customer Contact Center Server

VOICE WEB COLLABORATION
OVER IP

VOICE
OVER IP
Customer Contact Center
PCX/PBX
Agent
OPERATOR NETWORK

LAN Switch

beyond what any voice-centered, agent-centered For example, in designing and implementing IP
operation could ever achieve. IP-enabled call conversions for call center clients, teams at the
centers are also less constrained by geographical AT&T Network Integration and Consulting team
limitations; they can more easily route calls among devise detailed and highly individualized migration
several locations, and even take advantage of plans based on the unique parameters and needs
remote and home-based agents to meet individual of the individual center. The goal is to craft a
demand in regard to place, time and skill. migration blueprint that takes into account:
And, by taking advantage of open standards such • The overall business strategy of the enterprise
as MPLS (Multi-protocol Label Switching), SIP • The specific functional goals of the contact
(Session Initiation Protocol), and VoiceXML (Voice center, including requirements for access to
Extensible Markup Language, the center can resources in other areas of the enterprises
enable rapid growth, interoperability between
applications and simplified management. • The design of the required underlying IP
infrastructure, addressing
Making the Move - Connectivity and Access
For more and more contact centers, the question - Premises Architecture
is no longer if a converged IP environment is the - Applications and Services
right strategy, but when and how to make the - Back-up and Recovery Requirements
transition. As competitors launch IP-based
applications, and as markets demand conveniences
and services that can only be supported by
converged networks, the need for a workable The Challenges of Transition
migration plan and strategy becomes paramount.
Ensuring adequate infrastructure
Unfortunately, transitioning from a siloed, voice-
based, multi-component infrastructure to a Developing an effective migration
seamless IP environment cannot be achieved strategy
overnight. Complicating the matter further, the
costs, scheduling and migration path will vary a Being alert to the need for process
great deal depending on the current call center changes
infrastructure, the enterprise resources and
systems it relies upon, and the capabilities desired Providing dependable backup /
in the converged center. recovery mechanisms

2
How To Converged Networking in the Call Center
IP Implementation Design Process
Business Strategy
Legacy Call Center Environment
Contact Center Infrastructure
Goals Design
Vendor Analysis
Prototype
Implementation
Testing &
Validation
IP Call Center Environment
• Analysis and evaluation of needed equipment
and vendors
• Exhaustive testing and validation of the
implemented IP infrastructure
• A practical transition/cutover strategy that
minimizes impact on the enterprise and call
center operations. Options include a pilot
implementation, phased migrations, parallel
operations, overnight cutovers and blended
strategies.
Potential Pitfalls
The complexity of the transition from a legacy to
an IP environment can expose the enterprise to
significant risks and needless delays and/or costs
in several ways.
Deploying an Inadequate or Inefficient
Infrastructure
An IP-based infrastructure must be able to
support both the heavy demands of a contact
center’s voice requirements, and its data
communications requirements. For example, voice
communications on an IP network (VoIP) are
more sensitive to latency, packet losses and delays
than the data communications. The IP-based
contact center must provide adequate bandwidth
– as well as capabilities such as MPLS (Multi-
protocol Label Switching) – to allow the voice
packets to be delivered before the less-sensitive
data packets, to avoid degradations in voice
performance due to jitter and delay. On the other
3
Connectivity & Access
Premise Architecture
Applications/Services
C
Backup/Recovery
U
T
O
V
E
R
Migration
Strategy
hand, overdesigning the network to accommodate
voice and data can entail needless costs.
In addition, the network must be thoroughly
tested and validated in advance, to assure that it
will manage the expected loads and service levels.
Guesstimates and rules of thumb are not usually
sufficient; ‘live’ tests are the preferred method.
An Inappropriate Migration or Cutover Strategy
The plan for physically and logistically moving
operations onto the new infrastructure must
satisfy myriad considerations. These considerations
range from customer expectations and education,
to customary traffic patterns, requirements of the
infrastructure, available personnel resources and
to agent training. Pilot programs can be low-risk
and cost-effective ways to evaluate potential
implementations – but only if they are properly
designed and evaluated.
Using Legacy Processes and Standards in An
IP-Based Center
In some cases, the functions performed in a voice-
based, legacy center are performed in entirely
different ways in an IP-based center. This may call
for changes to training, to process design and
perhaps even compensation and evaluation of agents.
Inadequate Backup and Recovery Provisions
By its very nature, an IP-based architecture can
provide multiple paths between given points,
which is theoretically more reliable than a point-
How To Converged Networking in the Call Center
to-point, circuit-based environment. But, if the
architecture centralizes a function like voice
messaging, or a database at a single location, the
operation is still vulnerable to a single failure. An
optimum architecture not only provides multiple
routes, but multiple sources for critical functions
and resources, such that a single failure cannot shut
an application down.
Resources and Providers Required
Designing, planning and implementing a transition
to an IP environment not only requires specialized
expertise and experience, but also considerable
dedicated resources. A call center team that is
responsible for maintaining day-to-day operations –
even during a transition – may find it difficult to
devote the necessary ‘human bandwidth’ to the
task of transforming the center.
For example, in managing the transition of a typical
200-seat call center to an IP environment, AT&T
Network Integration and Consulting may routinely
devote four to six certified engineers to the task
for the duration.
What’s more, designing and managing the
installation of the IP infrastructure will require the
input and supervision of networking specialists.
Thereafter, the IP environment must be subjected
to rigorous tests and evaluations to assure that it
can support the anticipated loads – a task that
typically requires specialized simulation equipment,
probes and analysis software.
Since this may involve a number of separate
providers and contractors, it is usually necessary
to appoint a Single Point of Contact who is
responsible for all phases and elements of the
transition. In the case of AT&T Network
Integration and Consulting, for example, AT&T
takes on the role of managing, supervising and
coordinating all resources on behalf of the client
enterprise – freeing their management staff from
the details of the migration. After executing
literally dozens of call center projects, AT&T has
© 2005 AT&T. All Rights Reserved. Printed in U.S.A. 12/12/05 AB-0457
developed processes and procedures that assure the
migration is managed to the client’s requirements, in
the most efficient and cost-effective manner.
Conduct a network assessment to ensure
the successful deployment of a VoIP-based
contact center. Call quality will affect
customer satisfaction and handle time.
Without a comprehensive network
assessment to drive the proper QoS, the
deployment will have a negative impact.
Yankee Group
March 2005
Customer Relationship Management Strategies
VoIP in the Contact Center is Inevitable
But Not Imminent
Conclusion: Enlist Expert Help
While a converged IP-based environment can offer
the contact center a number of performance and
cost advantages, the planning and implementing of
such a migration must be carefully planned and
aligned with the needs of the business and the
capabilities of the technology – then implemented
on a schedule that allows for last-minute
adjustments and minimal disruption to existing
operations. The teams at AT&T Network
Integration and Consulting have performed a
number of IP migrations and conversions – under
the most demanding circumstances imaginable. To
see how their expertise and experience can help
you avoid delays and problems in a transition to an
IP-bases architecture, visit www.att.com/ni.
For more information, visit www.att.com/ni.