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Xml Based Framework for Contact Center Applications

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Xml Based Framework for Contact Center Applications XML BASED FRAMEWORK FOR CONTACT CENTER APPLICATIONS Nikolay Anisimov, Brian Galvin and Herbert Ristock Genesys Telecommunication Laboratories (an Alcatel-Lucent company) 2001 Junipero Serra, Daly City, CA, USA Keywords: Call center, contact center application, VoiceXML, Call Control XML, organizational structure. Abstract: W3C languages, VoiceXML and CCXML all play an important role in contact centers (CC) by simplifying the creation of CC applications. However, they cover only a subset of contact center functions, such as simple call control and interactive voice response (IVR) with automatic speech recognition. We discuss ways to complement VoiceXML and CCXML in order to cover all necessary contact center functions required to script end-to-end interactions in a consistent and seamless way. For this purpose we introduce an XML forms-based framework called XContact comprising the CC platform and applications, multi-script and multi-browsing, and interaction data processing. We also discuss how routing as a key CC capability can be scripted/captured within such framework in order to demonstrate the overall approach. 1 INTRODUCTION center product cannot be easily transferred to another one. Contact centers (CC) play a very important role in A proven way of achieving application contemporary business. According to some uniformity, platform independence, and estimations (Batt et al, 2005, Brown et al, 2005, simplification of the task of creating business Gans et al, 2003) 70% of all business interactions applications is to employ XML-based standards and are handled in contact centers. In the U.S., the related technologies. XML is increasingly used as a number of all contact center workers is about 4 basis for building applications in different vertical million or 2.5-3% of the U.S. workforce. businesses. Good examples of XML-based standards Creating business applications in contemporary for voice processing are the VoiceXML Contact Centers is a very complex task. Indeed, (VoiceXML, 2004) and Call Control XML typical CC applications (Anisimov et al, 1999) (CCXML, 2005) protocols developed within W3C. comprise Interactive Voice Response (IVR) scripts, They enable representation of any voice application routing strategies, call control, agent scripting, as an XML document, and using VoiceXML and reporting, etc. Each of these functions has their CCXML it is already possible to build simple CC dedicated tools and scripting languages and a CC applications involving only IVR (including application designer is required to be proficient in all automatic speech recognition capabilities) of them. More unfortunately, in most companies processing and simple call control and to represent there are pools of experts in each of several quite them as a single XML document. The main distinct disciplines, making it extremely difficult to advantages are obvious: uniformity, platform design end-to-end interaction management independence, and leveraging web technologies. applications. However, VoiceXML and CCXML do not The heterogeneous structure of CC applications address other important aspects of CC applications is a challenge also because many of the applications, such as interaction workflow/service chain such as routing strategies, are also strongly platform management (the process management task dependent. Since most of the leading contact center specialized on customer interaction management), applications remain proprietary, it is quite common interaction routing, scripting agent activities, that applications developed for a specific contact reporting on agent performance and traffic management, using customer profiles, conducting 443 Anisimov N., Galvin B. and Ristock H. (2007). XML BASED FRAMEWORK FOR CONTACT CENTER APPLICATIONS. In Proceedings of the Third International Conference on Web Information Systems and Technologies - Internet Technology, pages 443-450 DOI: 10.5220/0001288304430450 Copyright c SciTePress WEBIST 2007 - International Conference on Web Information Systems and Technologies VoiceXML App CCXML IVR Customer's phone App App App PSTN/VoIP App App CTI-link Routing Outbound Reporting Configuration Customer's CTI-Server Server Server Server Server phone PBX LAN Customer's phone Agent's workplace DT App App App DB Server Database Agent’s Desktop Figure 1: Contact Center environment. outbound campaigns, and interactions that are conducted in media other than voice. VoiceXML and CCXML are, in fact, good examples rules/state machine and current state) called of the strength and the limitations of the common XPlatform. approach to standards. This approach emphasizes The focusc is on main concepts and principles bottom-up standardization, with each standard rather specific XML languages. The XML notation addressing a limited problem space; one typically used in examples is self explanatory and serves for solves the problem at hand and closely related illustrative purposes only. problems when developing a new standard. The alternative top-down approach would be to design a purpose-built standard that could accommodate all of the elements needed for the 2 CONTACT CENTER entire larger problem domain (in this case, end- ENVIRONMENT to-end interaction management in a media- independent way). Such top-down standardization Fig. 1 shows a typical structure of a contact center. seems attractive but is probably unwieldy, and any The computing and telephony domains are failure to anticipate every possible contingency leads connected through Computer Telephony Integration inevitably to serious flaws that make such standards (CTI) technology (Chow et al, 2000) via CTI-Link likely to fail (in the sense that they do not achieve and CTI-Server. The computing domain usually widespread acceptance and multiple comprises several application services, each being implementations). responsible for particular functions of contact center We introduce some ways of extending the operation, e.g. a routing server to find the most VoiceXML and CCXML approach in order to appropriate resource for inbound calls or an provide coverage for additional important contact outbound server for outbound notification and center functionality. We propose a methodology that generation of outbound calls to customers. The is open to incremental extensions and that presents contact center database captures all information basic interaction management concepts such as related to customers and customer interactions. platform and application, multi-script and multi- Typical call processing is sometimes fully browsing, and interaction data processing without automated (self service), but often also requires attempting a comprehensive top-down standard. The providing assistance to the customer by Customer proposed methodology consists of a general XML- Service Representatives (CSR). Each CSR is based interaction scripting framework called represented in the contact center environment with a XContact, as well as a protocol for expressing the desktop and a phone connected to the switch. local interaction platform specifics (configuration, 444 XML BASED FRAMEWORK FOR CONTACT CENTER APPLICATIONS Here is a typical scenario of inbound call written in XContact has to be aware of the processing: The inbound call is transferred to an underlining platform and its specifics. IVR for collecting initial information. Sometimes In summary XContact can be seen as a set of the customer is fully served from within the concepts, models and XML-based languages for the application provided by the IVR; in other cases the creation of complete contact center applications. IVR assists in “call steering” by asking the customer to specify what their service needs are. Then the call is transferred to a Router whose job is to select the most appropriate available CSR. The call is transferred to this CSR’s phone. At the same time all collected information – potentially together with customer’s historical information - is submitted to the CSR’s desktop, and the CSR starts conversation, often guided during the conversation by prompts (displayed on the CSR’s computer screen; this is called agent scripting). As discussed above, currently only two components of the contact center application can be expressed in terms of standardized XML, i.e. the other functions require proprietary script languages Figure 2: XContact and XPlatform. and tools. 3.2 Concept of Platform in 3 XML-BASED CONTACT VoiceXML/CCXML CENTER FRAMEWORK One of the main advantages of VoiceXML and 3.1 XContact and XPlatform CCXML is application platform-independence. Voice applications written in VoiceXML/CCXML VoiceXML and CCXML were introduced to cover could run on any VoiceXML/CCXML platform IVR and telephony call control functionality. because VoiceXML has been created in a similar Additional XML-based protocols are desirable to way as HTML, and neither the VoiceXML language cover call routing, generation of outbound calls, itself nor VoiceXML applications have any agent scripting, multimedia interaction control, etc. assumption about the platform structure. We will denote the set of all of these XML However, with CCXML the situation is more languages (old and new) as XContact. Applications complex. CCXML was designed to provide written in these languages will be called as XML telephony call control as a complement to scripts. VoiceXML. CCXML uses a relatively simple call XContact contains also orchestration capabilities model that represents an abstraction of call models for building and executing complex applications such as CSTA (CSTA, 2002),
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