Transforming a Contact Center through Intelligent Route Management




In this Real Use Case, learn how Swampfox was able to drastically transform the contact center experience for one of the biggest national telecom conglomerates in the world, serving multiple divisions, business units and outsourced agents. By completely redefining how agents were in turn matched with inbound callers, and which channel served which customer, Swampfox was able to fully customize the client’s user experience. With a full deployment of the Intelligent Customer Experience™ (ICX) Platform complete with the Swampfox Dynamic Route Manager™ (DRM), the client was able to:

  • Deliver over 130 million “customer experiences” delivered per year
  • Convert 20 various roles to 1-2 resources with LOB managing many day to day activities
  • ROI of less than 3 months, as enhanced intelligent routing and self-service containment reduced caller abandons and served customers with 200% increase in hitting service levels
  • Simplify management of contact center infrastructure and resources
  • Utilize contact center resources more effectively
  • Route calls based on over a hundred different caller characteristics and policies in real-time
  • Proactively manage large volume surges
  • Proactively manage volume peaks and valleys
  • Increase their customer satisfaction
  • Decrease customer time in queue
  • Reduce staffing costs
  • Deliver on service level agreements
  • Lower abandonment rates

Problem Definition

As one of the largest national telecom conglomerates, the client has a significant country-wide footprint. With several different regional divisions each served by their own contact centers, yet still adherent to a national policy, the client’s call center was incredibly complex and difficult to manage. Call volumes across each segment were incredibly variable, making it near impossible to ensure the correct allocation of agents to each disparate unit. The client was constantly re-balancing call center agents on the fly in an effort to stymie regional call volume surges across each of these multiple divisions, business units and outsourcers. Unfortunately, this was only made worse when outsourced agents’ availability was severely hampered by the COVID-19 pandemic.

The client also had an intricate set of policies that dictated which callers got access to which agents. For example, a customer deemed a “cord cutter” would be valued significantly less than a caller that bundled the client’s cable, data, and voice services together. This was only made real-time call routing more complicated as there were multiple different territories, sub-brands and divisions that each carried their own specific policy requirements. Moreover, the client had made a series of service level agreements (SLAs) with city and state governments. These SLAs promised customers that their contact center agents would answer their calls and solve their issues, within a specific time period. Due to the client’s infrastructure challenges, they were having difficulties meeting these SLAs. Considering all these issues and more, the client was actively looking to migrate their existing contact center infrastructure to a new provider.

Solution Narrative

  • Avaya Aura Call Centers (Elite Agent Selection- AKA EAS) – Swampfox engaged as the client was transitioning from their existing provider to Avaya. In doing so, the client gained skills-based routing with priority, and Advocate routing capabilities. Despite the addition of new capabilities, the client still lacked an approach to unifying routing decisions across inhouse call centers and outsourcers.
  • Swampfox Dynamic Route Manager – handled all the client’s routing needs across multiple channels (self-service, chat, voice, callback) delivering the customer to the ideal skilled agent group. In this case, each division was able to use its own unique routing rules and segmentation strategy.
  • Intelligent Customer Experience™ (ICX) Platform – works as the brains behind the clients contact center experience. Each of the individual business units used unique solutions in their own operations. Some segments may use a different callback solution, some may use a different IVR. All of them have different policies regarded how to route their customers to the right agent. The ICX platform operates as the base, interfacing with each disparate solution, and bringing together the systems and data throughout the entire customer engagement and support infrastructure.
  • Swampfox Consulting Services – During the transition to the Avaya and Swampfox Platforms, Swampfox helped the client identify each area that the solution was lacking out of the box and was able to define ICX/DRM segmentation strategies to meet their customer’s needs and staffing’s goals. On implementation, Swampfox created a fully customized routing experience and tailored over a hundred different rules and policies.
  • Training – Once built, Swampfox then trained the client on how to properly use these complex business rules and DRM capabilities. The training allowed the customer to reduce the IT force that was dedicated to serving the contact center significantly. This also enabled their IT team to change hours of operation, business rules, segmentation strategy and branding on the fly among each division and within different internal areas of responsibility (Work Force Management, Contact Center Operations, Line of Business Managers etc.).

Key Decision Points

  1. Existing solution didn’t work; ineffective, not reliable & used too many resources
  2. Ability to enhance their infrastructure with Swampfox solutions during and after transition to Avaya
  3. Our knowledge of the ins and outs of Avaya infrastructure
  4. Significant consulting and custom build services to tailor a solution specifically for their needs.
  5. Client sought a dedicated partner that would listen to their needs and deliver over and above their needs


After the migration of the client’s contact center infrastructure and the deployment of DRM + ICX, the client reduced its dedicated workforce dramatically; they were able to deploy many IT specialists that were dedicated to their legacy solution into other critical IT roles.

At the same time, control was handed from IT to Regional Operations Centers (ROCs) to manage more day-to-day routing strategy and management after receiving training from the Swampfox team. Together, this team is now equipped to implement and orchestrate new policy-based routing decisions in real-time. These policies have directly led to the proper utilization of contact center agents’ availability and therefore a reduction of customer time in queue, and an increase in customer satisfaction.

The client was also able to significantly reduce service level issues. The new routing capabilities were able to correctly identify and prioritize callers with these SLAs. These callers are now routinely routed to agents first for their priority needs.

Finally, during a time when contact centers were hit the hardest by COVID-19, the client was able to leverage the ICX platform and our expertise to implement an additional “gating” procedure that, upon determining segmentation and resource allocation, could send a customer back for a “2nd chance” to be served by automation/IVR or across digital channels, such as chatbot or chat agents, rather than waiting a long time for traditional voice agent service. This helped contain customers to better meet service levels for all.

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