CTI Serves Magnite Call Center Infrastructure

2021

Call Center Business Continuity Management

On January 21, 2022, CTI announced the provision of uninterrupted operation of the Call Center (DAC) for the Magnit retail network. 24-hour support with guaranteed infrastructure recovery time in the event of a failure provides the customer with reliable interaction with customers through the 400 of DAC operators, who process tens of thousands of requests daily through both voice and text channels of communication.

Magnit attaches the utmost importance to the continuity of business processes, part of which is a single round-the-clock data center designed for all regions of Russia. One of the main requirements for operation and maintenance of the company was the prompt restoration of health in the event of failures and reduced downtime of infrastructure and services.

The CTI service center serves the infrastructure of the Tander JSC data center, as well as the conversation recording and monitoring system (Eleveo (Zoom)), the Novavox Smartphone fax receiving and transmitting system.

Service is provided 24 hours a day (24x7) with a CTI Service Center engineer responding within 30 minutes and targeted troubleshooting, including hardware replacement or software debugging within 24 hours. CTI Service Center engineers perform work on requests including incidents, consultations, maintenance tasks. The CTI Service Center solves more than 20 customer requests each month. Part of the incidents are automatically detected through a monitoring system organized on the Zabbix platform. In order to continuously monitor the quality of services provided, a service manager is allocated, which is also a single entry point for all organizational issues.

In addition to reactive DPC recovery activities, the services include routine preventive measures to prevent potential failures, as well as access to technical support from the Cisco hardware manufacturer and software, including advance replacement of faulty equipment and access to software updates.

As a result, the service support provided by CTI specialists helps to maintain the continuity of Magnit's IT infrastructure, improve its availability and reliability. The retail network has the opportunity to strengthen communication with customers, to inform the audience qualitatively and on time and respond to incidents, to concentrate on solving organizational problems. Access to the deep competencies of CTI engineers and their participation in solving all issues of CC operation determined the success of the joint work.

{{quote 'We understand that we are responsible for ensuring the continuous and stable operation of information systems that allow you to process tens of thousands of calls daily. The efforts of the CTI Service Center are primarily aimed at preventing malfunctions that cause downtime of information systems. This is our contribution to ensuring the continuity of business processes of our customers, "said Sergey Nazarov, Deputy General Director for CTI Service. }}

Modernization of the contact center of the Magnit network

On January 17, 2022, CTI, a business integrator, and the Magnit retail chain spoke about the progress of modernization of the contact center (CC) and shared plans for further development. Thanks to the project, it was possible to significantly expand the functionality of CC, reduce operating costs and increase customer satisfaction with the quality of services.

Source: kubnews.ru

The contact center of the Magnit network has a distributed structure and solves a wide range of problems. It has about 400 operators, geographically located in Krasnodar and Moscow. The contact center processes the appeals of customers - retail customers of the network, and also solves the tasks of the internal departments of Magnit: HR, IT support, and the logistics department. Since 2021, network divisions have become active users of CC functionality: Magnit Pharmacy and Magnit Delivery. The total average number of requests processed is 11,000 calls per day, received through both voice and text communication channels.

The project of introducing a contact center in Magnit started in 2015 and was implemented in a short time. As a platform Cisco , the Package edition solution was chosen, which has advanced functionality, flexible scaling and a distributed fault-tolerant configuration. At the first stage, while designing the architecture and implementing a full-featured on-prem solution, a cloud contact center was deployed on the platform. Cisco Unified Contact Center Enterprise The use of the cloudy solution allowed the customer to train staff and better understand internal requirements, business processes which helped to more accurately formulate requirements during the development of a full-featured solution and immediately start operating after the system was put into trial operation.

Initially, the CC functionality included the processing of incoming voice calls, outgoing calls in automatic mode, the possibility of ordering a callback when waiting for a long time, as well as the processing of calls by e-mail. During the implementation of the project, widgets for the operator's AWS and customized reports were also developed, which allow operators to better and faster solve customer issues, and supervisors to receive all the necessary information about the work of the CC.

In 2019, the CC was modernized to improve the reporting system by increasing the number of template reports and the implemented ability to independently develop reports. Security was greatly enhanced when an operator's AWS login account was locked when an incorrect password was entered. The workplace interface has been redesigned to achieve better performance. Also, at the first stage of modernization, the quantitative indicators of CC were improved. In the future, the optimization made it possible to quickly increase productivity with increasing load.

In 2020, Magnit launched a loyalty program for retail customers. This caused the start of the second stage of modernization, designed to cope with the increased load on CC operators. To register loyalty card data automatically, CTI engineers developed and implemented a self-service system based on a dialog bot. The system activates more than 1000 customer cards without involving an operator. The achievement of significant results in the work of the system served as an impetus for its development: in the future, 2 years, Magnit plans to transfer the entire IVR to the primary processing of chat bots. This will automate the processing of routine calls, and free operators to interact with the client on complex issues.

"Competent implementation of solutions allows you to correctly and efficiently build the work of various services. This is especially important where our customers interact with their customers. Improving the quality of customer-company interaction leads to additional profits, increases customer loyalty, and ultimately helps achieve our customers' business goals. " said Leonid Perminov, head of Contact Centers, CTI.

CTI and Magnit continue cooperation aimed at further development of CC and its modernization. The company plans to implement an automated outgoing call system with a virtual voice assistant for conducting surveys, marketing activities, as well as notifying and informing customers. In the future - the introduction of the omnichannel platform CTI Omni to expand the list of available text channels, as well as the voice analytics service.

"Our goal is to make the service convenient for our customers. That is why the development of remote service channels has become one of the priority tasks in modern realities. The introduction of advanced technologies in the contact center is designed to increase the loyalty of our customers and form the best customer experience, " commented on the head of the contact center of the Magnit retail chain Gevork Sargsyan.