Kelly Services (Russia) – Multi-Tenant Cloud Deployment with Inbound/ Outbound Blending

Industry: Outsourcing
Kelly required a new hosted contact center solution for multiple sites across Russia. Each site needed to be isolated and operating as its own individual contact center.

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.

Kelly Services Logo

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.”

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC) – multimedia, multichannel, fully blended cloud contact center solutions.

Available by subscription as CCaaS, fully managed and supported by Sytel, or for quick and easy deployment by partners and enterprise users.

All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

Flexible Contact Center Software

Softdial Contact Center™ – rich functionality, all-in-one, designed to deliver at scale

  • Contact Center as a Service (CCaaS)

    CCaaS for subscribers – global service​, with no upfront costs

  • Contact Center Platform – CCaaS Partners

    Build your own CCaaS business using the power and flexibility of Sytel software

  • Contact Center Platform – Enterprise

    High performance platform to drive contact center productivity – cloud, on-premise or hybrid

Blended Media Desktop

Fully customisable, multi-channel, multi-session workspace

Work Anywhere

Browser-based tools, no software installation required

Customise, Localise, White Label

Design all user interfaces to individual requirements

Integration via APIs

‘Swap out’ components and integrate with 3rd party apps

World Class Development

Continuous evolution pushing technical boundaries


Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

All Media Channels

Voice, chat, email, social, etc – fully integrated and blended

Agent Multi-Tasking

Work with multiple live contact sessions of any media channel

Dynamic Workforce Management

Optimise agent usage and balance workloads in real-time without human intervention, across all media channels

Predictive Dialing

Best-of-breed performance under compliance

Optimised Inbound Routing

Smart rules and ‘best-available’ decisions to drive great customer service

Agent Scripts

Help agents achieve and maintain excellence

Voice and Screen Recording

See and hear exactly how agents are interacting

Analytics and Data Feeds

Measure and evaluate performance at every level

IVR, Bots & Conversational AI

Design effective automated flows or integrate with 3rd party providers

Customer Journey Tracking

Stored customer contact history, to aid routing and add context to conversations


Drive operational efficiency, increase customer satisfaction & improve agent performance

Softdial One™

Highly flexible unified web UI for agents, supervisors and administrators

Softdial Scripter™

Create complex process flow scripts for agents, IVR, chatbots and other applications

Sytel AI Dialer™

Maximum predictive dialing performance, under any compliance rules

Softdial Pathfinder™

Precise routing rules for ‘best available’ connection

Softdial Media Server™

Core telephony functions to manage all inbound/outbound SIP calls

Softdial Reporter™ 5

Fully customisable performance stats, charts and reports, across all channels

Softdial Publisher™

Comprehensive data output to build your own reports

Softdial Recording Monitor™

Audio and screen recording of agent activity to ensure the highest standards

Softdial Campaign Manager™

Automation to optimise any outreach strategy

Softdial Repository™

Central storage and configuration of common resources

Sytel Global Compliance™

Flexible ‘no contact’ rules to protect contact center and consumer


Performance and efficiency for a wide range of business applications

By Business Type


A full featured contact center software solution, designed for optimum performance at scale

Small/ Medium Business

Options for SMBs to subscribe to our full-featured cloud service managed and hosted by either one of our partners or by Sytel themselves

By Industry

Customer Service

Connect quickly to well equipped agents

Market Research

Best-of-breed predictive dialing with CATI integration

Debt Collection

Automated inbound/ outbound blending integrated with any debt management app

Sales & Telemarketing

Maximise agent productivity with best-of-breed predictive dialing


Secure, highly-configurable multichannel communications for excellence in patient care