Etisal upgrade

Riadaa has revamped its CRM-focused Etisal business unit, deploying Altitude Software’s Unified Customer Interaction (uCI) suite to manage large numbers of queries more effectively.

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By  Simon Duddy Published  December 27, 2004

GCC services industry player Riadaa has revamped its CRM-focused Etisal business unit, deploying Altitude Software’s Unified Customer Interaction (uCI) suite to manage large numbers of queries more effectively. Riadaa set up International Contact Company (Etisal) in September 2004, with the unit specialising in the provision of call centre outsourcing services to sectors including financial institutions, manufacturers and retailers. Etisal’s Jeddah-based contact centre is equipped to host 100 agents with expansion capabilities of up to 400 seats. Altitude claims that since the uCI suite was deployed in November 2004, Riadaa has experienced a 60% reduction of waiting times, a boost in first call resolution rates from 42% to 89%, and a significant decrease in call abandonment levels from 29% to under 4%. “The call centre outsourcing unit allows us to meet our clients´ CRM requirements in all areas, and from this strong platform our objective is to grow rapidly and be one of the leading outsourcers in the GCC region,” says Ahmed Moharrak, Riadaa’s general manager. “We constantly strive to deliver world-class service and we knew Altitude’s technology was the clear choice to help us maintain that level of service,” says Mohamed Eissa, Riadaa business development director. “The solution had to be flexible and modular, enabling us to easily and cost-effectively add additional functionality, such as web chat and web collaboration, as our needs evolve,” he adds. The Jeddah-based CRM outsourcer chose Altitude Software due to its flexibility in modifying front office applications, as it had proved difficult to make changes and to have agents re-trained. The company also pulled out the CTI (computer telephony integration) feature that intelligently manages interactions by integrating data from switches and computers and the pre-integrated IVR (interactive voice response) module, which enables customer self service via voice menus and touch-tone phone controls, as important. Additionally the open design, which supports all major PABXs and a wide range of third-party solutions, including the Etisal Cisco IP switch and ebusiness applications, such as Siebel or SAP, was seen to be crucial. A further important issue for Etisal was the implementation time, as they had to be up and running in less than two weeks. Electronic Solution House, a certified Altitude Software partner in the GCC, worked closely with Altitude Software to meet the challenge and the Altitude uCI solution was implemented on schedule and within the defined budget. A specific integration with Cisco’s IP switch has been carried out in this project. The Jeddah-based contact centre is equipped to host 100 agents with expansion capabilities of up to 400 seats. “We were looking for a scalable yet stable system that could handle various communication channels to accommodate our present and future aggressive growth plans,” says Ashraf El-Tanbouly, Etisal Business Development Manager. “Our clients are always under market pressure to quickly start inbound or outbound CRM operations. Thus, the system had to be easy to implement and administer in order to accommodate our clients strong requirements,” he adds.

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