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OSRAM, one of the two leading lighting manufacturers in the world, restructures its contact center with the IP-based communications solution SAP Contact Center (CCtr, previously Business Communications Management). For the customers of OSRAM China Lighting Ltd., LinkThat installed SAP’s solution that is now used in Chinese Foshan to manage the customer communication of one of the oldest global brands.

"While the communication solution is used by service employees in China, the software itself is installed on servers in Munich. A dedicated line connects the call center in Foshan with the VoIP software in Germany. The CRM system is also installed in Europe and accessed from China. This is a shining example of the benefits that Voice over IP technology brings to the table", explains Peter Kugler, CEO at LinkThat. "At the beginning around 40 service employees will benefit from SAP CCtr at the contact center. Since the software can be used at all locations and across departments, the number of users is certainly bound to increase over time. For a company with about 40,000 employees, which supplies its products in 150 countries, great potential lies in the flexible solution that can be operated from everywhere in the world. Initial discussions about a possible, gradually expansion to European contact centers are therefore already underway internally", said Detlef Schlaghecke, head of Sales Automation at OSRAM.

SAP® Contact Center software helps organizations manage and improve contact center operations by integrating inbound and outbound customer communications across multiple channels. The software helps you improve customer service, monitor and adjust contact center operations in real time, lower the total cost of ownership, and build a better customer experience. Faster response times provide increased quality of service, while shorter call times are also accompanied by less waiting time. Moreover, the use of SAP CCtr can reduce costs through the use of existing networks for voice communication. Support for case-closing processing of customer inquiries and the automatic triggering of follow-up processes is provided by the integration with SAP Customer Relationship Management (CRM).

Initially the customer support of OSRAM China Lighting Ltd. is equipped with SAP CCtr, while the other departments use the existing telephony structures. "As the IP-based solution relies on standard interfaces, LinkThat can connect it to existing hardware and software systems and thereby provide both synergies as well as an extremely smooth transition. In our call center in Foshan we run all calls via SAP CCtr and all e-mails and faxes via SAP CRM. Thanks to the integration of the two systems the agents have a consistent user interface to manage all customer contacts. Theoretically we could even connect our sales representatives in the field to our new contact center, creating mobile call center agents", explains Silvana Costantini, project manager at OSRAM.

"Our agents in Foshan will also benefit from the user-friendly interface that offers a comfortable toolbar for all telephony campaigns. The intelligent routing functions with individual rule sets and the automation of incoming calls through Interactive Voice Response will ensure that the support at OSRAM is pleasant and efficient for both our customers and our staff".
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