Riadaa deploys uCI suite

Saudi outsourcing firm Riadaa has set up a contact centre using Altitude Software’s unified Customer Interaction (uCI) suite.

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By  Simon Duddy Published  January 23, 2005

|~|newsstory1_m.jpg|~|“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.” - Mohamed Eissa, director of business development, Riadaa Group.|~|GCC services industry player Riadaa has created a new CRM-focused business unit called Etisal, as part of a bid to become one of the largest outsourcing players in the region. The contact centre, which went live in November 2004, has deployed Altitude Software’s unified Customer Interaction (uCI) suite to allow it to handle the greater volume of business Riadaa hopes to generate. Riadaa has built the Altitude solution on top of a Cisco based network, which includes switches and routers, an IP switch, IP phones and CallManager 3, all from the San Jose-based network behemoth. Riadaa claims the Jeddah-based contact centre, which is equipped to host 100 agents at present and can be expanded to accommodate up to 400, is the first professional outsourcing contact centre in the Kingdom and will complement the company’s other offerings, which includes managing the in-house call centres for 30% of banks in Saudi Arabia, according to the company. “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 Mohamed Eissa, director of business development, Riadaa Group. Riadaa has been quick to sing the praises of the Altitude solution, highlighting the sophisticated features and manageability that set it apart from the Automatic Call Distributor (ACD) system that Riadaa previously relied on. The company says that since the uCI suite was deployed, it has experienced a 60% reduction in 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 company also pulled out the computer telephony integration (CTI) feature, which integrates data from switches and computers, as important. In addition, the pre-integrated interactive voice response (IVR) module, which enables customer self service via voice menus and touch-tone phone controls, has helped the company to increase its efficiency. The Altitude solution has allowed Riadaa to pull together communication streams such as e-mail, web chat and voice calls, which it was not able to do previously and which allows the company to better manage agent time. “The system also brings better visibility,” says El-Tanbouly. “With uCI in place, the contact centre manager is able to see activity on the system at frequent intervals and plan accordingly,” he adds. The company also stated the system was easy to use and could be modified at the front-end, which was important to Riadaa as it manages the in-house contact centre operations of third party businesses. “Our clients are always under market pressure to quickly start inbound or outbound CRM operations, so the system had to be easy to implement and administer,” says El-Tanbouly. “Furthermore, each client has a different process and needs its own interface. The Altitude solution is easily customisable and this helps us to a quickly tailor a solution for customers,” he adds. Compatibility was a key point for Riadaa and one of the reasons the firm opted for Altitude was the open nature of its design. uCI supports all major PBXs and a wide range of third-party solutions and ebusiness applications, such as Siebel and SAP, and with Riadaa going after a wide range of clients, this was crucial.||**||

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