LAKSHYA – CommTEL

Value-add proposition
Date 21-04-2011
Version 1.0
LAKSHYA-CommTEL Value-add Proposition

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Copyright @ LAKSHYA 2011

The information being shared in this user manual document is purely for technical and /
or product reference. This document and any information enclosed within this document
contains restricted and / or limited information and you must not disseminate, modify,
copy/plagiarize or take any action in reliance upon it, unless permitted to by LAKSHYA
Solutions Limited. None of the material in the document can be reproduced in any form.

All rights reserved

Complied by Arindam Chakravorty

Date: 21st April 2011

Visit us at www.lakshyasolutions.com

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Table of Contents

Current market dynamics – Next Gen Call Centres........................ 4

Need of the hour ........................................................................... 5
Why CommTEL .............................................................................. 6
Why LAKSHYA................................................................................ 7
Advantage RCOM .......................................................................... 8

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Current market dynamics – Next Gen Call Centres

The Indian call center industry is experiencing high degree of volatility and constant flux
since the onset of the global downturn and also through the current upswing.

Traditionally the call center service providers in India have had huge expectations and
made big investments purely depending on the high payouts from international clients.
But since the downturn, these very same international clients have squeezed the
payouts in order to stay afloat themselves. Service providers have had to offer heavy
discounts, cut down their rates drastically in order to retain clients. This has led to many
premium call centers to either down-size or and some mid-level ones to even close
down.

Consequently this has led to the establishment of many smaller call centres whose
modus operandi is to maintain an optimum balance between delivery quality and
investments, which helps them to make revenues even after offering rates that match
the currently heavily discounted payouts.

This fragmentation has given birth to the new breed of call centre service providers who
typically share the following common traits –

• Smaller size – 100 to 500 seats. Even if they expand they do so, across multiple
units and not as a single behemoth setup. These smaller units are easier & more
economical to maintain and operate as profit centres.

• Not funded – these are mostly being formed or co-formed by former senior
executives of the bigger service providers. These executives bring in the domain
knowledge & expertise and they usually bring in the necessary funds or get some
one from their own circle to fund the setup. So essentially these smaller setups
are not having the comfort zone of multi-million dollar funding and hence their
investment capacities are limited.

• Domain experts – since the founders of these setups are hardcore experts in
the field, they understand their infrastructure & technology requirements very
thoroughly. Hence they are no longer swayed by glitzy names or brands offering
massive features which ultimately are never used on the floor. They want their
technology to be lean and to exactly fit into their requirements and also be
flexible enough to be molded as per their growth plans.

• Averse to huge CAPEX burdens – since these setups are not funded, they are
financed on a rolling basis with the payouts that they receive from the clients.
Hence these setups don’t want any massive CAPEX involvement, simple
because they don’t have it. They want their technology costs to be a recurring
expense for them which they will make as required on a month on month basis.

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• Hybrid setups – most of these setups also realize that most of the international
processes are active during the night. In order to maximize the capacity
utilization, which in turn will help them to further reduce their charges to the
client, most of these setups operate both international as well as domestic
processes. Hence they want a technology that can address this requirement and
also not be in violation of the DoT regulations.

• Customizations – in order to attract clients and in some cases to charge a

premium, these setups also offer their clients integrated applications like voice
loggers, CRM applications, issue ticketing applications, etc all of which are
actually independent applications having individual license costs. But these next
gen call centres are offering the complete service as a single package to their
clients. This gives them a critical price & service advantage & differentiates them
over similar such setups.

• Integrations – this is usually applicable to call centres who have already made
huge investments in expensive call centre technologies like switches, IP Phones,
etc but are not able to use them as the support contract has expired and not
renewed. These call centres want technology that can re-use their existing
technology, add its own features & capabilities and provide a working
infrastructure.

Need of the hour

If one analyses the above mentioned traits of the Next Gen call centres then the
following key requirements, from a technology stand point, will emerge. These actually
form the foundation of their existence and if properly utilized will fuel their business
growth. They want their call center technology to have following traits –

• Economical – it should be affordable to them and give them true value for
money. They want to pay for the technology not for the brand.

• Lean, efficient & effective – as they know what they want from their technology
platform, they appreciate a lean platform which does not consume huge
computing power, efficient in terms of getting necessary operations done fast and
in fewer steps with lesser complications and they want it to be effective as a
productivity & performance booster.

• OPEX model – they want their technology to be available to them on a monthly

rental model with the provision to increase or decrease capacity as per their
business demands.

• Scalable – should be capable of handling different types of processes, be

compliant with international telemarketing & dialing rules (FTC, NANP, etc) and
also be capable to meet with DoT’s regulations on IP telephony. Also be capable
to ramp up or down on the fly without production stoppages.

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• Flexible – the technology should be flexible and be backed by a team which

knows the platform inside out. Then only any form of customization or application
development that is needed can be delivered effectively.

• Standards based – should be compliant with telephony standards & APIs (like
TAPI, JTAPI), which will enable the platform to communicate seamlessly with
other platforms or devices in the same domain.

The need of the hour is to capture this burgeoning market of Next Gen call centres. The
way to do it is to bring to them the technology that they need. A technology that is –

• Economical
• Efficient
• Effective

Why CommTEL
CommTEL as a call center technology is built on the foundation of a complete
understanding of call centre operation both from a technology perspective as well as
from the operations / business perspective. The design objective of CommTEL was to
deliver a lean platform which will address the exact requirements of the call center in the
least possible time and easiest possible manner.

CommTEL as a platform understands the importance of “productive hours” for a call

centre and it has been built with the singular aim of delivering maximum operational &
technological efficiency during those productive hours so that the call center can
maximize its revenues.

Some of the key differentiators –

• End-to-end platform – CommTEL as a platform addresses each and every

requirement of setting up a call center.
o Switch - CrossX, which is capable of terminating E1/PRI or SIP trunks;
o Agent interface – CallDesk, which provides a single sign-on, single
window access to dialer controls, campaign controls, CRM application,
and agent scripts.
o Admin / Ops interface – AdminDesk, which is a browser based interface
for administration and control of the CommTEL platform. Comes with
tools for campaign management, agent management, lead / campaign
base management, etc.
o Voice logger – a voice logger which can be configured to give 100% or
on-demand recording. It comes with an intelligent QA tool that allows for
search of voice logs based on agent ids, caller ids, dates, dispositions,
etc.
o Reporting – a comprehensive call center reporting tool which delivers all
essential metrics in periodic reports. It has not been cluttered with a

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whole breed of reports which might never be used. Instead reports are
custom built as per process requirements.
o Dash-boards – real time metrics like agent activity, dialer activity,
campaign penetration, barge-in, coaching, etc which happen on live
situations are also part of the platform.

• Economical – CommTEL aims to deliver true value for the money being spent
on the platform by the client. A pricing that is commensurate with current industry
requirements helps the client to make a safe purchase decision. The RoI is
boosted even further on account of the unique integration and customization
capabilities, where in the CommTEL platform can come equipped with a built-in
CRM tool, voice logger & QA tool. Moreover the CommTEL Team – responsible
for the platform can deliver custom built CRMs, ticketing solutions, call tracking
solutions as a bundled offer with the CommTEL platform.

• Flexible – being based on standards and following an open architecture the

CommTEL platform can integrate with any legacy PBX or enterprise switch or
CTI layer, or IP phone so as to re-use investments already made by the client.

• Dedicated support team – the Team CommTEL lead by support leads,

engineers, developers are a 24x7 dedicated team which takes care of support
and services on CommTEL platform. There is a 24x7 helpdesk number which
can be reached by the client for any kind of support or service requirement.

• In-house product – being completely built by our in-house team from scratch,
hence we don’t have any dependencies on any 3rd party for any support or
service requirement. Thus our TATs to our clients are faster and our services are
highly effective and efficient for the client.

Why LAKSHYA
We are into the telecom domain since last 6 years as a company, consisting of members
who have vast experience in this domain. Our expertise & understanding on the various
other legacy brands has helped us to not only design CommTEL better but has also
given us the edge in developing cross-platform adapters and applications.

Our diverse technical expertise in the field from CTI development to VXML application
development also gives us the edge as a complete solution provider, because we
believe in providing a solution and not just a product to our clients.

Having worked with global leaders in the space like Alcatel, Genesys, Aspect, Avaya,
Cisco helps us to better understand and deliver solutions to our clients. In keeping with
the developments of the domain and acceptance of speech as a major interface
technology, we work extensively with Nuance also.

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Advantage RCOM
RCOM not only gets a product in CommTEL, that can be positioned to the SME segment
of call centers, which have been classified above as the Next Gen call centre. But also
gets a solution provider in LAKSHYA. The combination of CommTEL and LAKSHYA’s
solution development skills is bound to attract clients and build a loyalty towards this
offering.

There establishing RCOM as a front-runner and pioneer in the space of solution

providing for SME / SMB call centres in India.

Your suggestions and feedback are most welcome and will be considered for the
continuous evolution and upgrade of AdminDesk.

Address – Online -

LAKSHYA Solutions Limited, www.lakshyasolutions.com

1st Floor, ABMGP Building, sales@lakshyasolutions.com
#73 – 74 Margosa Road, 17th Cross,
Malleswaram, Bangalore – 560055.
India.

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