About Kelly Services
Kelly Services is a world leader in the field of outsourcing and personnel management solutions, offering solutions for the selection, adaptation and retention of the best employees, as well as in the field of contingent workforce and outsourcing services, uniquely providing customers with a complete portfolio of business lines within one company.
The Russian contact center arm is based in Nizhny Novgorod, with satellite sites throughout Russia.
The requirements
Kelly had plans for growth, both in opening new sites and expanding the services offered within existing sites, allowing them to conduct interviews, recruitment services and personnel management solutions throughout Russia.
To facilitate this, Kelly required a new hosted contact center solution that could provide services to all sites, with no equipment needing to be installed locally.
As an outsourcer, Kelly required a system that allowed the complete isolation of each client, effectively operating as a separate contact center in itself.
Kelly’s recruitment services generate large fluctuations in both inbound and outbound call traffic. In order to service these fluctuations, the new system had to offer complete flexibility for rapid expansion of agent resources as required, and to maintain optimum efficiency and workload balancing between inbound and outbound, whatever the conditions.
Kelly wanted the ability to improve the quality of agent conversations iteratively via the scripts that were served to them.
Kelly develops and uses specialist CRM systems, and required a system which could integrate seamlessly with each.
The Sytel solution
Sytel installed their Sytel’s Softdial Contact Center™ (SCC) platform on servers in a cloud provider. The solution connects to agents in Moscow, Smolensk, Nizhny Novgorod and St. Petersburg via Kelly’s private cloud.
To ensure optimum agent utilisation, SCC’s advanced blending feature automatically moves agents to service inbound peaks, and re-assigns them to outbound work when demand allows. Outbound productivity is driven by SCC’s AI-based predictive dialer.
Agent conversations are guided by complex scripts, which present a workflow containing all the forms, data from various sources and applications they need to be productive, with speech prompts and call control, all within a web browser. They can also perform complex interactions with databases or web services. These scripts are created and edited by non-programmer personnel within Kelly using Softdial Scripter™, SCC’s drag-and-drop design tool, and hosted within SCC’s web-based Agent Desktop. The desktop is customised to present a fully branded and customised environment for each BPO client as agents move from project to project.
Kelly makes iterative improvements to the scripts as they are in use, enabled by Scripter’s publishing and audit mechanism. This keeps a precise audit trail of the changes, and enables easy roll-back as necessary. Kelly utilises the same Scripter tool to design and implement IVR, managed with the same iterative approach.
Kelly can isolate particular lines of business, or entire contact center sites as required, using SCC’s landlord/ tenant structure. Customer data and performance data are then available only to authorised tenant users.
Agent performance analysis is enabled by SCC’s flexible reporting system, presenting not only standard reports but allowing Kelly to customise their own for specific purposes.
As Sytel is open and responsive to customer requests, a number of additional features have been introduced for Kelly, for example helping them to work around a limitation of other telephony equipment.
Although Kelly’s initial requirement was for a voice-only solution, SCC’s support for all media channels – voice, chat, email, social, SMS, etc – enabled Kelly to introduce support for both web chat and WhatsApp messaging.
The result
Kelly Operations Director Yury Efrosinin said
“As we look to the future, we need the flexibility to respond to the ever growing challenges and opportunities for growth and diversification in this dynamic market place. Sytel gives us that flexibility.
“Sytel’s automated blending allows us to adapt quickly to business needs, managing our resources in the most cost-effective way, and getting the best value from our agents’ time.
“The agility of the Sytel hosted solution enables us to respond quickly to our daily challenges. Everything from large, complex agent scripts, to reporting metrics, to IVR flow can be tailored to our unique situation and updated on the fly. This allows us to stay on top of any rapid changes and deliver best value for our customers.”
Mr. Efrosinin concluded
“Integrating Sytel with our CRM systems has been quick and easy, because Sytel exposes a clean, clear and comprehensive API set. This gives us a robust integration that we can extend as the business requires.”
Sytel CEO Michael McKinlay commented
“Expansion and adaptability are in Sytel software’s DNA. Our solution lets Kelly expand and customise easily, adding new functionality, integrating with other applications as they need and having the capacity to easily add new contact center locations whenever and wherever required.”
