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Japanese Catalog Shopping Company Uses Avaya Solutions to Build Customer Loyalty by "Best Matching" Customers and Contact Center Agents

TOKYO, Japan - Avaya, a global provider of business communications and collaboration systems and services, today announced that Shin Nihon Seiyaku Co., Ltd., a Japanese Catalog Shopping Company specializing in health foods and cosmetics, is improving its customer service and strengthening relationships with its customers thanks to an Avaya contact center solution.

Using the latest sophisticated routing solutions from Avaya, Shin Nihon Seiyaku can automatically allocate dedicated contact center agents based on the customer segment (for example new customers or regular purchasers). As a result, there is less need for call-backs and transferring customers' calls to other agents, with results already showing a 4% improvement in center's average response times.

The contact center at Shin Nihon Seiyaku has a special number for new customers, but in many cases regular customers also use it. As a result, agents have been unable to take potentially lucrative new customer calls while they were transferring calls from regular purchasers to the appropriate agents.

To solve those issues, Shin Nihon Seiyaku deployed Avaya's "CallRouting" database routing solution to allocate the most appropriate agents to take those calls directly, in line with information in its customer database. This means that calls for regular purchases are automatically allocated to dedicated agents, increasing the contact center’s productivity while reducing call-backs and call transfers. In addition, by routing calls from regular purchasers to the same agent every time, an individual agent can strengthen his or her relationship with those customers with a greater sense of assurance and reliability.

In addition to the customer service enhancements provided, the Avaya solution has also helped solve some problems the company faced previously, including difficulties in handling softphones not intuitive and producing reports, and the inability to see agents’ working status in real time which have been giving supervisors hard to manage agents.

The new system comprises of Avaya Aura® Communication Manager communication platform, the Avaya CMS (Call Management System) reporting tool, CallRouting, which is a contact center application for database routing created by the Avaya Professional Services team and specifically adapted to the needs of Japanese customers, Avaya Agent® MAP software for supervisors, and the StationLink softphone for agents. It also includes 630 Avaya one-X 9620/9650 IP telephones.

About Shin Nihon Seiyaku:
Shin Nihon Seiyaku manufactures and sells diet foods, health foods, and pharmaceuticals and its main product is an all-in-one cosmetic gel, Raffine Perfect One. The company's core business model is the creation of high-quality customer services and products through communication with customers. Accordingly, its contact center with 400 seats plays two important roles: marketing and customer service.

Tags: contact center, data base routing

About Avaya:
Avaya is a global provider of business collaboration and communications solutions, providing unified communications, contact centers, data solutions and related services to companies of all sizes around the world. For more information please visit www.avaya.com.

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