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News
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Etisal upgrade – ITP Technology
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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.
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Riadaa set up International Contact Company (Etisal)
in September 2004, with the unit specializing 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.
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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%
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“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, Etisal’s general manager.
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“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, Etisal Assistant General Manager. “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.
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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.
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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.
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