This option is for me

Can you relate?

I’m not ready to get rid of my Avaya contact center. It still has multiple years of useful life. However, I face increasing pressure to manage risk and feel like it’s time to start hedging my bet from a professional standpoint. My preferred approach is to become familiar with a customer engagement platform for the future without changing things out right away. I’m thinking we could start by adding much needed advanced digital and self-service capabilities to complement our Avaya system. This would allow me to meet an immediate need and put us in a good spot should things not go well for Avaya. We’d become familiar with another contact center offer and be able to quickly extend its use.

Sound familiar? If so, keep reading.

What it looks like and how it works

A reference architecture for adding Self-Service to your Avaya contact center with PureEngage

Here is a diagram and simplified contact flow to get a feel for the different Genesys PureEngage Self-Service components and the roles they play. Notice Avaya is still in the picture to handle contact center routing and enterprise telephony.

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Solution components

Media Gateway

Media Gateways (MGs) provide connectivity and translation between TDM voice networks and VoIP-based networks.

Session Border Controller

Session Border Controllers (SBCs) are devices or software applications that control the signaling and media streams involved in setting up, conducting and tearing down VoIP sessions. VoIP sessions include those for voice, video or other interactive media. SBCs often are used to protect the borders between service provider and customer networks, as well as between locations within a customer’s network.

SIP Server

Genesys SIP Server is a software-only SIP softswitch and software ACD which manages all telephony signaling in a Genesys SIP environment. The SIP Server also is used for a variety of functions, such as general interworking in a SIP environment and communication with other Genesys components. The SIP Server is used in conjunction with a GVP and Media Server to provide integrated self-service.

Resource Manager

The Resource Manager controls access and routing to the Media Server, MCP and other resources. The Resource Manager receives inbound requests from the SIP Server and processes requests for services. It then interacts with Configuration Server to determine the resource required to deliver the service and delivers the call to the respective resource group. The Media Server provides basic media services while the GVP MCP provides support for VoiceXML-based interactions.

Media Control Platform (MCP) and Media Server (MCP pool)

The MCP provides media-centric services for both Media Server and GVP. It can be configured as a Media Server and supports general media resource functions, such as announcements, conferences, call progress analysis and call recording. The MCP also is configured to support IVR services for the Genesys Voice Platform and provides a VoiceXML browser which is responsible for the execution of supported Voice Extensible Markup Language (VoiceXML) applications.

VoiceXML Composer Workstation

Genesys Composer Voice provides a rich development experience for building VoiceXML (VXML) and CCXML applications. It generates VXML applications which produce better performance and dynamic backend communication — both on the GVP and the Web Application Server side. Composer Voice’s easy extensibility and adaptability provide third-party add-ins and plug-ins, such as source control programs, team, project and individual preference settings, and layout customization. The outcome is that speech-application development becomes easier, faster and nearly error-free.

Orchestration

Orchestration combines a routing engine, business rules and contextual information to intelligently distribute interactions to the right contact center resources, based on the business objectives and the current state of contact center resources.

Reporting

Receives events on interaction processing and the current status of contact center resources, or changes in status, and processing of interactions.

Configuration and Management

The Operations, Administration, Maintenance and Provisioning (OAM&P) components provide centralized configuration, management and alarming of the entire Genesys environment.

What it looks like and how it works

A reference architecture for adding Digital channels to your Avaya contact center with Genesys PureEngage

The following is a simplified diagram and contact flow for Digital.

Genesys Digital consists of numerous channels as depicted below. The distribution of the Genesys components in an architecture vary based on which components are involved, communication requirements and established security zones. Some components are deployed in a DMZ, and others are deployed in an internal zone.

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Solution components

Genesys Mobile Services

Genesys Mobile Services (GMS) is a generic component that exposes predefined Genesys services to the external world. Within the digital solution, GMS provides the following high-level services:

  • Enables chat clients through a general API
  • Exposes contact center statistics
  • Submits web forms as email interactions
  • Allows both immediate and callbacks to be initiated
  • Enables seamless context transfers from external environments, such as a mobile application to the call center

Interaction Server

Interaction Server manages the interactions once Genesys receives them and interacts with the Orchestration Server and routing strategies to handle the interaction flow.

  • Receives the interaction and operational data from the media interface.
  • Stores the operational data in a cache (database) while receiving and transmitting information about the interaction. This cache also contains queues through which the interaction passes as part of its processing.
  • Works in concert with the Orchestration Server to route interactions according to interaction workflows and routing strategies
  • Enables agents to log in and manage their availability for each digital channel.
  • Easily extended through open capture points to support the addition of custom media channels.
  • Can provide interaction and event logging for more detailed reporting.

Classification Server

The Classification Server analyzes the text of the interaction and extracts additional context. Screening rules can provide basic pattern-matching queries performed on interaction contents to extract additional information. Genesys Context Analyzer also can apply trained natural language-based models to categorize incoming interactions. This classification process can provide additional context on the interaction for use by a routing strategy to better optimize routing decisions. Both the screening rules and models are stored in the Universal Contact Server database.

Classification Server also is used to apply privacy rules to find and mask sensitive data in interaction content. With chat interactions, the privacy rules are applied by Chat Server in real-time, rather than Classification Server, as messages are exchanged between the agent and customer.

The Classification Server is used only on text-based interactions. It is possible to select data to apply classification rules – interaction content, interaction user data or arbitrary data provided in request.

Chat Server

Chat Server is used to open, conduct and close chat interactions between agents and customers. During a chat session, this component not only relays messages among the parties but also masks sensitive data, stores the final chat transcript and stores active chat sessions to enable session continuation in case of component failure.

Email Server

Email Server is responsible for retrieving email messages from a corporate email system and submitting them to Genesys. It also receives email from Genesys and sends it to corporate email systems.

SMS Server

SMS Server receives and handles SMS and MMS sent from a mobile client. SMS Server supports two operational modes:

  • Paging mode - Each SMS is managed separately. An individual SMS from a mobile client is routed and the agent’s response will be sent back (paging inbound) or an individual SMS may be sent to a mobile client from the contact center (paging outbound).
  • Session (chat) mode - Creates an interactive conversation between a mobile client and an agent in the form of a conventional chat session. All messages received and sent during this session are associated with one interaction, which corresponds to this SMS session.

Co-browse Server

The Genesys Co-browse server manages and synchronizes the browsing session between the customer and agent. Co-browse keeps a full copy of the web page the customer visits and renders this page to an agent. When the page is rendered, the server applies any rules established for security and masking data, ensuring that agents can view only the approved sections of the web page. To optimize traffic, the co-browse server does not download or modify any binary files referenced in the page like images. Those files are directly downloaded and rendered by the agent's browser.

Engagement Manager

The Genesys Engagement Manager is the primary component of the web engagement solution. It controls the logic of engagement by processing a user-defined sequence of events coming from any source. The Engagement Manager receives events through a REST API and executes the user defined rules to determine if the events are actionable. For actionable events, the server executes Orchestration Server logic to decide how to respond to the event., If an engagement is required, it determines resource/agent to use. If there is a need to provide a response to the customer, the Engagement Manager also notifies any client currently connected and trigger an action, such as displaying a chat popup or simple ads.

Digital Messaging Server

The Genesys Digital Messaging Server interfaces with social media sites and messaging applications to bring interactions into the Genesys system. Genesys recommends that connectivity is performed through Genesys cloud which in turn manages the direct connectivity to Facebook and Twitter. This approach insulates customers from frequent API changes that social media sites make and when API changes are made Genesys manages the updates directly to ensure API compatibility.

Orchestration Server

Orchestration Server combines a routing engine, business rules and contextual information to intelligently distribute interactions to the right contact center resources, based upon business objectives and the current state of contact center resources.

Reporting

Receive events on interaction processing and the current status of contact center resources, status changes, and processing of interactions.

Configuration and Management

The Operations, Administration, Maintenance and Provisioning (OAM&P) components provide centralized configuration, management and alarming of the entire Genesys environment.

Workspace Desktop Edition (WDE)

The Genesys Workspace Desktop is an agent facing application that enables agents to manage customer interactions across a variety customer touch points such as voice, email, chat, social media and SMS. WDE integrates various channels and gives agents access to tools and insights, such as standard responses, customer history, KPI and other key information.

Use cases

Repeatable, proven and trustworthy

Genesys has documented use cases and architecture patterns known to be repeatable, proven and trustworthy. By leveraging these use cases, a proven strategy can be developed to ensure an expeditious and cost-effective deployment.

The following Self-Service use cases are applicable:

Learn more about Genesys use cases

How to make it happen

Best practices from other successful deployments

Genesys offers a rich set of solutions on its Customer Experience Platform. Regardless of which deployment you choose to complement your Avaya environment, three smart deployment steps will ensure your success:

Deployment Steps
  1. Explore the platform and all it can do by deploying relevant platform components.
  2. Expand use of the platform by configuring a specific set of well-defined use cases in the order you want.
  3. Extend capabilities based on learning, management and process change and dreaming about the art of the possible.

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Others who chose this option

Marks & Spencer undergoes a major contact center modernization to optimize their customer experience

UK retailer Marks & Spencer needed a solution to integrate their digital channels with their retail outlets. They chose Genesys to guide their journey toward creating an integrated omnichannel operation. With Genesys solutions, they unified and virtualized their in-house and outsourced contact centers and have a single, 360-degree customer view to deliver excellent service across every channel.

Read the complete story

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