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The Impact of Implementation of VOIP in Call Centres : a Western Australia Perspective

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The Impact of Implementation of VOIP in Call Centres : a Western Australia Perspective Edith Cowan University Research Online Theses : Honours Theses 2008 The impact of implementation of VOIP in call centres : A Western Australia perspective Syed Moniruzzoha Edith Cowan University Follow this and additional works at: https://ro.ecu.edu.au/theses_hons Part of the Communication Technology and New Media Commons Recommended Citation Moniruzzoha, S. (2008). The impact of implementation of VOIP in call centres : A Western Australia perspective. https://ro.ecu.edu.au/theses_hons/1420 This Thesis is posted at Research Online. https://ro.ecu.edu.au/theses_hons/1420 Edith Cowan University Copyright Warning You may print or download ONE copy of this document for the purpose of your own research or study. The University does not authorize you to copy, communicate or otherwise make available electronically to any other person any copyright material contained on this site. You are reminded of the following: Copyright owners are entitled to take legal action against persons who infringe their copyright. A reproduction of material that is protected by copyright may be a copyright infringement. Where the reproduction of such material is done without attribution of authorship, with false attribution of authorship or the authorship is treated in a derogatory manner, this may be a breach of the author’s moral rights contained in Part IX of the Copyright Act 1968 (Cth). Courts have the power to impose a wide range of civil and criminal sanctions for infringement of copyright, infringement of moral rights and other offences under the Copyright Act 1968 (Cth). Higher penalties may apply, and higher damages may be awarded, for offences and infringements involving the conversion of material into digital or electronic form. THE IMPACT OF IMPLEMENTATION OF VOIP IN CALL CENTRES: A WESTERN AUSTRALIA PERSPECTIVE . By Syed Moniruzzoha Student Number: 2025992 This thesis is presented in fulfilment of the requirements forthe degree of Bachelor of Science (InformationTechnology) with Honours Faculty of Computing, Health and Science School of Computer and Information Science Edith Cowan University Supervisor: Dr Leisa Armstrong 14th JUNE2008 ACKNOWLEDGEMENTS Thank you to my supervisor, Dr Leisa Armstrong, for her patience and guidance over the past year and a half. For always giving me the space that I needed to develop the skills that I required, and for being so calm and understanding whenever the pressures of deadlines loomed. Thanks to my parents, who gave me the necessary mental support and inspiration whenever required. I would also like to thank the City of Melville .staffwho took the time and trouble to respond to this survey. The care and interest shown by many, has contributed towards my learning. USE OF THESIS The Use of Thesis statement is not included in this version of the thesis. COPYRIGHT AND ACCESS DECLARATION I certify that this thesis does not, to the best of my knowledge andbelief : (i) incorporatewithout acknowledgement any material previously submitted for a degree or diploma in any institution of highereducation; (ii) contain any material previously published or written by another person except where due referenceis made in the text; or (iii) contain any defamatorymaterial. Signed Date ..... 2.b.70ls' �. -0.$...................... Abstract By fostering the finalization of open standards and the convergence of voice, video and data, the internet protocol provides an ideal driver for the definition of the infrastructure of new multimedia and advanced communications applications (Adams & Bhalla, 2005). The key advantages of Voice over Internet Protocol (VoIP) for enterprises have been the promise of lower costs, infrastructure consolidation and increased flexibility. Carriers are also positioning VoIP as a cost-saving business solution. It is an application which seemed like a godsend to business and people alike who rely on telephony services (Blood, 2005). The aim of this study was to investigate what factors may influence the adoption of VoIP as a technology as a West Australia"context. Specificallythe research undertook a case study using an establish call centre in a government agency, City of Melville.The company is a provider of wide range of services including recreation centres, aquatic centres, libraries, creches, pre-school centres, community centres, food inspection services, citizenships, recycling, planning and building services, maintenance, streetscapes, landscaping disability services, immunisation clinics, cultural and educational centres, environmental preservation and management. This study analysed the steps through to adoption ofVoIP and IP telephony from the original technology for the Melville City Council call centre. Also, the procedures towards acquisition and installation of the supporting framework that eases the implementation and day to day running are depicted. The main impacts on the company as a result of the implementation in termsof cost reduction and implications, staff satisfaction and benefits, ease of business operations has been reported in this study. Statistics of the business functions and operations based on VoIP solutions were critically analyzed. Results fromthe research suggested furtherresearch needs to be undertaken on factor affectingthe adoption ofVoIP in a WesternAustralia context. Table of contents Abstract............................................................................... � .......................................... ii Table of contents .................................................................. ,i:t,,,••••••••••••••••••••••••••••••••••• iii List of Figures ....................................................$ •••••••••••••••••••••••••••••••••••••••••••••••••••••••••• v List of tables .................................................................................................................. v 1. Introduction............................................................................................................... ] 1.1 Background of the study ........................................... :.......................................... 3 1. 1.1 Traditional Telephony - Circuit Switching .............................................. 3 1.1.2 VoIP phone system: packet switching ..........................................................4 1.1.3 VoIP in call centres ....................................................................................... 5 1.2 The significanceof the study ............................................................................... 8 1.4 The purpose of the study .................' ..................................................................... 9 1.5. Research questions.............................................................................................. 9 2. Literature review ..................................................................................................... 10 2. 1 What is voice over IP? ....................................................................................... 10 2.2 What is IP telephony? ........................................................................................ 11 2.3 VoIP value chain and business model: ............................................................... 13 2.3 .1 Self provided consumer model ................................................................... 14 2.3 .2 Independent of internetaccess model......................................................... 14 2.3.3 Broadband access cable model ................................................................... 14 2.3.4 Internaluse on business WAN or LAN model ........................................... 15 2.3.5 Carrierinternal use ...................................................................................... 15 2.4 CurrentVoIP applications.................................................................................. 17 2.5Voice over IP and IP telephony trends .............................................................. 18 2.6 Reasons forthis VoIP trend ............................................................................... 21 _ 2.6. 1 Cost savings ................................................................................................ 21 2.6.2 Capital and expense savings ....................................................................... 22 2.6.3 Reduced call costs ....................................................................................... 22 2.6.4 Single network infrastructuresavings ......................................................... 24 2.6.5 Productivity savings.................................................................................... 26 2.6.6 Added fe atures ............................................................................................ 27 2.7 Convergence ...................................................................................................... 29 2.8 Case studies........................................................................................................ 30 2.9 The IT challenges in consideringVoIP ............................................................. 31 2.9.1 The technology challenge: .......................................................................... 32 2.9.2 The infrastructure challenge: ...................................................................... 33 2.9.3 The implementation challenge .................................................................... 35 2.9 .4 The security challenge ...............................................................................
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