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Embracing New Life, Enjoying New Technology

Release Date:2009-05-18  Author:Zhou Huafeng, Fan Wanpeng, Wang Baiou  Click:

New Experience
The essential goal of a call service center is to offer its customers quality, quick and attentive service. "Let your smile be heard" is a service creed that most call centers require their customer service representatives to bear in mind. During the call conversation, the customer service representatives can convey their emotions to customers through the choice of words and the tone of voice. However, the smile customers can "hear" in their voice is somehow uncertain and unreal. In a video call center, customers communicate with the customer service representatives through video interaction and they can see the real smile. The face-to-face customer service gives a feeling of intimacy to customers, making them feel more satisfied. 


The video call center service is an all-win solution for end users, operators and the call center.

  • End users
    The video interaction brings a more effective and interesting experience to end users and the video operator position offers them more attentive service to develop a sense of mutual trust. 
  • Operators
    Operators provide a channel of experiencing new service, and their video call devices find appeal with more and more buyers. While improving network utilization, operators can also have a revenue increase in certain paid video call services.
  • Call center
    The video call center service improves efficiency of customer service while reducing operation costs, and it increases customer satisfaction and loyalty as well. Moreover, the new revenue-generating video advertising makes outsourcing call center a more attractive option.

The most notable feature of the video call center is its support of video interaction, or Interactive Voice and Video Response (IVVR) with customers. The traditional IVR must have its menu items played one by one and customers usually have to listen to the recording repeatedly before entering the right target menu they expect; while IVVR can provide customers with additional multi-media access. When a customer dials in, he can not only hear the voice menu that a traditional call center can provide, but also see all menu items. After selection, he can have a quick access to the expected sub-item without the need of listening to the recording. In addition, while the customer is waiting in queue, or being transferred to another operator position or another external system, or entering a certain procedure, he can also receive video presentations such as picture, flash, video clipping, etc. The flexible application of these functions enhances IVR operationability and creates opportunities for new video advertising.

Another important feature of the video call center is video call conversation between the customer and the operator position. The conversation process includes, but is not limited to face-to-face communication. The operator position can display service introduction and Call Detail Record (CDR) as required. Moreover, the operator position can also initiate a multi-party video conference that covers all the functions delivered by the existing television conference system. The customer service representative can act as the chairman of the conference and run the conference by manual switching to the speaker's picture or auto switching based on the voice excitation.

Profit Model

  • Backward charging
    The video call center can provide business customers with advertising service and charge for it. The advertising service includes advertising access, background advertising, industry search, inquiry forwarding, and information release, and has different charge fees based on different criteria, such as video length, size and location, advertising time, type of callers, etc.
  • Forward charging
    The video call center can offer customers information service (such as road information) and other value-added services. The customers are charged for these services according to the type of information or the length of time.
  • Service outsourcing
    Compared with the traditional call center, the video call center has quite a few highlights such as customization of the IVVR process, video conversation with the operator position, call quality assessment, and display of integrated external information by the operator position. The operations suitable for outsourcing include the operator position and the customer service platform. 

AnyService@ZXNGCC: ZTE's Next Generation Call Center
To meet the emerging demand for call centers, ZTE is the first to put forward the idea of a 3G-oriented call center and has developed AnyService@ZXNGCC, the 5th generation call center based on the OSA/Parlay architecture and in compliance with ITU-T, IETF RFC, IEEE, ETSI, 3GPP, ECMA CSTA, TSAPI and other related technical specifications. AnyService@ZXNGCC supports integrated access, routing, and queuing capability of multiple media such as voice, video, fax, SMS, Email, Web, and instant message. Figure 1 shows its system architecture.

AnyService@ZXNGCC operates on the basis of ZTE's Multimedia Soft Queuing system (ZXMSQ10) using the Softswitch technology. ZXMSQ10 is composed of two core components: access gateway and soft queuing system. All incoming and outgoing voice and video calls are converged to AnyService@ZXNGCC through ZXMSQ10, while the other media are connected to AnyService@ZXNGCC through MAGW. Meanwhile, AnyService@ZXNGCC can also choose the best media type to send the information back to the customers. The two-way communication channel is thus established to help the call center deliver high-quality customer service.

AnyService@ZXNGCC can be used to build video call centers on different 3G networks, such as IMS, mobile and fixed network Softswitch, and can also have access to the audio and video calls to deliver audio and video services. 


 With the accelerating pace of information construction, telecom operators have gradually completed the reconstruction of IP-based 3G networks. The global telecom market has entered a new stage of development. The simple voice telephony service can no longer satisfy the users' growing needs, and the increasingly intense competition impels the operators to find a more effective means of communication. The decisive factor for the operators to survive the future competition is leveraging their legacy user base and network advantages to construct an ideal customer service platform. Therefore, building a video call center has become an important objective for all operators, and AnyService@ZXNGCC is their best option.