Whitepaper: Unified Communications Solution on Communication Enabled Business Process - Happiest Minds

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Unified Communications Solution on
Communication Enabled Business
Process
Solution for generation and management of verified & authenticated leads and customer interaction
management across marketing channels
By Suresh Kanniappan and Anand Rao
Happiest Minds, Unified Communication Practice

Introduction
Any business (large or small) has only four channels to advertise and market: Print, Online, Radio/TV and
Billboards. Various options available for these four channels are shown in Table 1.
Table 1: Various Options available to the Advertiser
No Details Options
1 Print Newspapers & business directories for listings / classifieds / paid
advertisements, brochures and related collaterals
2 Online Websites, social media, e-Brochures, digital imprints of newspapers &
business directories for listings / classifieds / paid advertisements /
banner ads and Industry Portals
3 Radio / TV Various Radio and Television Channels
4 Billboards Large Format Billboard, Transit, Street Furniture and Posters.
The “wallet share” of marketing/advertisers dollars is split across some or all these channels. One
prospect may respond to the print advertisement, while another prospect browsing the Internet using
any search engine can easily locate a well-designed website with adequate “adwords” and directly
interact with the advertiser completely bypassing the intermediary. The online channel is forever
transforming and the prevalence of blogs, Twitter, Facebook and other social media further complicates
the distribution of effort and budgets. Advances in telecommunications, mainly driven by smart phones
have included additional complexities into this competitive mix.
The rise of new technologies and the Internet in particular has resulted in the emergence of a new
ecosystem which is significantly different from the traditional business models. A consequence of these
changes is that information providers with very different business and revenue models find themselves
competing head-on in a new, very complex and multifaceted online environment which is also
inherently global in nature.
A key point to note is that digital advertisements on their own are not getting their fair share of
advertising dollars. This is basically because of the difficulty one encounters trying to measure the
effectiveness of an advertisements using “clicks”. According to ComScore1, a global leader in measuring
the digital world, “Clicks are at Best an Incomplete and at worst a Misleading Metric”. ComScore,
through one of their recent surveys have stated that only 8% of internet user account for 85% of clicks
and total number of clickers has dropped from 32% in July 2007 to just under 16% today. Global click
rates on individual campaigns are very low and in Australia this figure is less than 10%.
More important than “clicks” is the ability to deliver according to a media plan. Direct ways to measure
effectiveness of delivery against media plan is not straight forward within the digital world. However,

sufficient indirect measurements show a strong co-relation between digital campaigns and a rise in in-
house sales in spite of limitations of the “click”. According to Bill Dinan2, marketers are still looking at
ways to track which advertising channels successfully reach prospective customers.
Pay per call advertising – where advertisers pay a set price for each call generated by a unique phone
number in an ad or ad campaign – is providing valuable ROI. He states in this article, pay per call
represents a very low-risk approach as advertisers only pay if the ad campaign provides qualified phone
leads. Unlike other performance models, this approach also works as a measure of a prospect’s offline
activity generated by an online search. With more than 83 percent of consumers searching online and
then contacting a business offline, according to a recent study conducted by comScore2, clicks alone are
not capturing valuable offline activity.
The notion that “Internet” is free has created a very fragmented visitor profile. Online visitors who are
not “searching” generally have very little attention span and many efforts have been made to break the
pool into qualified segments – Fly Bys, Casual Readers, Business Readers, Super-fans, Cross Media
Consumers etc. Online visitors want free service that is fully safe and secure and absolutely convenient.
Finally, “Voice” becomes a very important channel especially for completing transactions in the off-line
world. Most transactions require “voice” but handling queries directly in the case of small business or
through a call centre for large businesses is expensive.
Most prospects are just “window shopping” – any business wanting to leverage the full capabilities of
the online channel must make sure these “online leads” are verified and authenticated before time and
effort is spent on follow ups.
Talk2Me Enterprise - Key Features:
 Allows the business to be in full control and manage prospect interactions consistently across all
channels of marketing
o Verify & authenticate prospects who responds to any advertisement / marketing
initiatives
o Connect every verified prospect to an appropriate agent based on business rules
without spending large amounts of money modifying expensive call centre/IVR
applications.
o Provide prospects complete flexibility to interact
o Deliver consistent user experience across any channel
o Cross leverage existing channels for multi-channel marketing
 Brings the power of simplicity without compromising on security and privacy.

 The solution works across all marketing/advertising channels: print, online, radio/TV or
billboards
 Contact processes across all channels and mediums are automated and transactional
information recorded
Details:
Talk2Me Enterprise is a sophisticated lead generation and management solution; specially designed
for the large enterprise.
Happiest Minds can implement and customize Talk2Me Enterprise inside the enterprise customer’s
firewall or can deliver Talk2Me Enterprise capabilities as hosted software or a service business model.
Call for action issues that Talk2Me Enterprise effectively tackles are consistency of user experience,
verification & authentication of prospects, security of the interaction, flexibility and control of the whole
process as prospects get connected to the enterprise based on pre-defined business rules of the
enterprise.
Talk2Me Enterprise is a solution built on the hardware Platform a “Telco in a box” that seamlessly
connects the Internet and Telephony. It is a programmable telecom switch, a call router and a server.
Talk2Me Enterprise opens up all contact options (channels of voice, data, email and SMS) for the
prospect. All leads are recorded and followed even if business agents are not contactable at the point of
interest. The enterprise can choose the kind of channels to be contacted (the right medium) and can
respond via landline, mobile phone, email or call centre/CRM system. The enterprise can also choose
when to be connected (the right time) by setting up business hours rules. Given the 24/7 hours nature of
Internet, Talk2Me Enterprise allows instant or scheduled call backs making every business a 24x7
operation.
Talk2Me Enterprise provides the following “Call to Action” capabilities:
a) Monitored Direct Calls – The enterprise supplies one telephone number and a different
“product or service code” to suit the needs of the enterprise. Prospects can call from landline or mobile
phones. The solution receives the call and requests the prospect to enter the “product or service” code”.
The prospect enters the code manually. It is a unique ID that is entered via the key pad (DTMF code).
This service can be used to identify and route calls based on business rules automatically without the
prospect given too many complicated IVR options. These basic services essentially replace traditional
1300/1800 type services and come with sophisticated add-on features like automated call back for
verified/authenticated leads and optional call recording. The key difference here is the fact the solution

automatically facilitates ’dynamic matching’, making the solution much more scalable unlike traditional
1300 or local loop solutions.
Process:
Step 1:
Prospect calls the telephone number provided by the media intermediary. It can be an ordinary
local telephone number or it can be a special 1300/1800 number.
Step 2:
Solution receives the call and requests the prospect to enter the “product or service code
followed by the ‘#’ key. Prospect enters the product or service code.
Step 3:
Solution activates the next step based on business rules and extracts the caller ID information
Step 4:
If call is received outside office hours, the solution replies with a “Thank you – this is outside
office hours. We will call you the next working day between 9 AM to 5 PM”
Activate a web service and locate the right business agent
Send SMS & Email to right business agent
Connect prospect next day automatically
Create Call Data Record (CDR)
If inside office hours and the call back is for immediate action,
Activate web service to locate right business agent.
Call advertiser, inform context and connect prospect through dial out.
Create CDR

b) Automated SMS to Callback Solutions – Enterprises are missing out on leveraging SMS. The prospect is
encouraged to SMS a specific code. Talk2MeTM Enterprise solution receives the SMS and based on the
received text automatically reacts by auto-conferencing the prospect and the appropriate business
agent. SMS is a very powerful interaction channel. There are two options for this use case:
Option 1: Prospect scans a QR Code with a built in SMS message and then texts
Option 2: Prospect texts a predefined message manually
This solution works across both online and web marketing channels. The SMS message is received and
interpreted by the solution. The SMS to Call Back feature will activate a meaningful dialogue between
the prospect and the appropriate business agent within a controlled interaction environment managed
by enterprise.
The context of the SMS is carried through and based on business rules the prospect and the advertiser
are connected into a conference call.
Process:
Step 1:
Prospect either scans the QR code and texts in the built in SMS or manually texts in the
necessary message
Step 2:
Solution receives the SMS message and replies back “Thank you for your request. Can you
please SMS your Post Code?”
Step 3:
Prospect will SMS his/her area code.
Step 4:
If outside office hours present a “Thank you – this is request if outside office hours. We will call
you the next working day between 9 AM to 5PM” message
Activate a web service and locate the appropriate business agent
Send SMS & Email to the appropriate business agent
Activate web service to locate the appropriate business agent
Create CDR
If inside office hours and the call back gets “scheduled”,
Intimate advertiser via SMS & Email about the potential prospect
Call advertiser one minute before the schedule, inform context and connect prospect through
dial out.
Create CDR

a) Automated Web to Callback Solutions – Click to Callback is an easy way to connect online prospects
with enterprise business agents. The solution converts a click on the web into a meaningful dialogue
between the prospect and the appropriate business agent within a controlled interaction environment
managed by the enterprise.
The context of the click is carried through and based on business rules the prospect and the most
appropriate advertiser/service station are connected into a conference call.
Optional processes like “One Time Password” can be used to authenticate the prospect.
Process:
Step 1:
Prospect clicks on the Click for Call Back button placed appropriately within the website.
Step 2:
Prospect is presented a smart form:
A click on the button will activate a smart form:
a) Name
b) Post Code
c) Mobile Phone
d) Call back time (Immediately, 15 mins, 30 Mins, 45 Mins, 1hr etc)
Step 3:
Depending on the details, Click 2 Call Back solution is activated based on business rules
Step 4:
If outside office hours present a “Thank you – this is request outside office hours. We will call
you the next working day between 9 AM to 5 PM”
Activate a web service and locate the appropriate business agent
Send SMS & Email to the appropriate business agent
Create CDR
If inside office hours and the call back gets “scheduled”,
Intimate advertiser via SMS & Email about the potential prospect
Call advertiser one minute before the schedule, inform context and connect prospect through
dial out.
Create CDR

d) Click Activated Telephony (CAT) – This solution works well when the prospect is online on the
enterprise website using the internet browser operating on a device that is equipped with a
speaker and microphone (example a Desktop or Laptop PC.
A click can be “configured” to activate the speaker & microphone and dial context-specific telephone
numbers (landline, mobile, intelligent 1300/1800 numbers etc). The click carries the context and
directly connects the business agent per business rules.
Process:
Step 1:
The enterprise website is activated with CAT. The online prospect clicks.
Step 2:
An online form pops us seeking some basic information and requests the prospect to choose a
“call through” using the browser device or a “call back” using a telephone (landline or mobile).
Step 3:
If prospect chooses the “call back” option process becomes similar to Step 4 of the Web to
Callback solution described above.
Step 4:
If prospect chooses the “call through” option, the process become similar to Step 4 of the
monitored direct call described above.
If call request is received outside office hours, the solution replies with a “Thank you – this is
outside office hours. We will call you the next working day between 9 AM to 5PM” message
Send SMS & Email to right business agent
Call the right business agent, inform context and connect prospect that is on line.
Create CDR
e) Click Activated Video Collaboration (Face 2 Face) – This “zero-download” browser solution
works well when the prospect is online on the enterprise website using the internet browser operating
on a device that is equipped with a speaker and microphone (example a Desktop or Laptop PC. The
browser must support Flash applications.
A click can be “configured” to activate the camera, speaker & microphone and the prospect enters the
“virtual meeting room” of the right business agent. The audio/video/data collaboration session is run
per the business rules of the enterprise.

Process:
Step 1:
The enterprise website is activated with Face 2 Face buttons. The online prospect clicks.
Step 2:
An online form pops us seeking some basic information and requests the prospect to choose a
“call back” using a telephone (landline or mobile)or a “virtual meeting” with the right business
agent.
Step 3:
If prospect chooses the “call back” option process becomes similar to Step 4 of the Web to
Callback solution described above.
Step 4:
If prospect chooses the “virtual meeting” option, the following process applies. If request is
received outside office hours, the solution replies with a “Thank you – this is outside office
hours. We will call you the next working day between 9 AM to 5PM” message
Send SMS & Email to the business agent
Connect prospect by voice next day automatically
SMS the business agent to log on to his/her specific meeting room.
Lead the prospect to the virtual meeting room of the business agent.
Create CDR

Why Talk2Me Enterprise
 Designed with traditional news and media publishing players in mind, using concepts around the
Blue Ocean Strategy1, Talk2Me Enterprise is a very sophisticated leads management solution.
From independent research, it is clear that no one has a comparable offering in the market.
Current available solutions such as 1800 numbers are very rudimentary, not scalable, and have
limited capabilities.
 This solution from Happiest Minds is an application built on the hardware Platform – a “Telco-in-
a-box” that can be configured to send or receive calls, send and receive emails, send and receive
SMS messages, and activate web services. It is a very scalable hardware stack combining the
capabilities of telecom switch, a call router, and a server.
Value Proposition to the Enterprise
 Allows the business to be in full control and manage prospect interactions consistently from
across all channels of marketing
o Verify & authenticate every prospect who responds to any advertisement / marketing
initiative

o Connect every verified prospect to an appropriate agent based on business rules
without spending large amounts of money modifying expensive call centre / IVR
applications.
 Provide prospects complete flexibility to interact
 Deliver consistent user experience across any channel
 Cross leverage existing channels for multi-channel marketing (cross channel interactions)
 Brings the power of simplicity without compromising on security and privacy.
 Works across all marketing/advertising channels: print, online, radio/TV or billboards
 All contact processes across all channels and mediums are automated and transactional
information recorded.
 Each prospect is qualified and authenticated before being connected to the business or
receiving further information.
 During each interaction it is possible to collect information of the context of the interaction and
the details of the prospect.
Value Proposition to the Prospect
 Prospect can respond from any channel: Print, Online, Radio or Billboards.
 Prospect can use any device: Landline, Mobile Phone, Tablet or a PC/Laptop to respond
 Prospect can choose any medium: Voice, SMS, Email or a Click
 If required, the Prospect can now request for a call back through multiple means. Prospect can
request an “instant call back or a scheduled call back”.
 Prospect gets connected to the right person all the time.
 Prospect always enjoys a consistent user experience.
 Prospect will enjoy a substantial difference in interaction experience - today prospects generally
have two choices: A form to fill (email) in or a number to call. The context of interaction on the
web is not automatically transferred to the phone channel.
References:
1. Blue Ocean Strategy – Chan Kim & Renee Mauborgne, Harvard Business School Press, 2005
2. ComScore – www.comscore.com

Conclusion:
About the Author
Suresh Kanniappan
suresh.kanniappan@happiestminds.com
Is the Technical Director and Practice Head of
Unified Communications practice at Happiest Minds.
With over fifteen years of experience in
Communications and Data Networks. Has worked in
many Industry vectors with global customers.
Ananda Roa
ananda.rao@happiestminds.com
is a client partner in in Unified communications
practice for Happiest Minds. He has more than
twenty three years of industry experience in
Business development.. He has worked with several
customers across various domains of information
Technology.
To learn more about the Happiest Minds Threat Security Offerings, please write
to us at business@happiestminds.com
About Happiest Minds
Happiest Minds is a next-generation IT services company helping clients differentiate and win with a unique blend
of innovative solutions and services based on the core technology pillars of cloud computing, social computing,
mobility and analytics. We combine an unparalleled experience, comprehensive capabilities in the following
industries: Retail, Media, CPG, Manufacturing, Banking and Financial services, Travel and Hospitality and Hi-Tech
with pragmatic, forward-thinking advisory capabilities for the world’s top businesses, governments and
organizations. Founded in 2011, Happiest Minds is privately held with headquarters in Bangalore, India and offices
in the USA and UK.
Corporate Office
Happiest Minds Technologies Pvt. Ltd.
Block II, Velankani Tech Park
43 Electronics City
Hosur Road, Bangalore 560100, INDIA
Phone: +91 80 332 03333
Fax: +91 80 332 03000
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Princeton, New Jersey, 08540
Phone:+1 609 951 2296
2018 156th Avenue NE #224
Bellevue, WA 98007
United Kingdom
200 Brook Drive, Green Park, Reading
Berkshire, RG2 6UB
Phone: +44 11892 56072
Fax: + 44 11892 56073

Whitepaper: Unified Communications Solution on Communication Enabled Business Process - Happiest Minds

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Whitepaper: Unified Communications Solution on Communication Enabled Business Process - Happiest Minds