Valtim Marketing manages call center programs (sales and support) throughout the globe. The challenges that VALTIM MARKETING faces every day have made SugarCRM technology a critical component of its value delivery system. At the core of VALTIM MARKETING’s technology universe is SugarCRM Professional. VALTIM MARKETING worked with Levementum (a technology service provider that focuses on call center operations) to rapidly implement SugarCRM to manage their operations, integrate to their telephony platform, allow for call recording and monitoring, and enable SOAP based integration with their client operations applications. Come and learn how Valtim Marketing was able to drive efficiencies and enable scale through its technology implementation. Learn how the technology platform delivered by Levementum and SugarCRM allowed for: • A customized CRM solution in a SAAS environment • Integration to key external systems • Integration with telephony solutions • Revenue growth & customer satisfaction driven by their call center team

1. Solving Biz Problems with SugarExchange
Valtim Marketing Case Study – Optimizing The
Multi-Program/BPO Call Center With SugarCRM

2. Geoff Mobisson
CEO, Levementum
4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2

3. Agenda
 The Resonant Questions….what are we talking about here?
 Who is Valtim?
 What was our mission?
 What were we afraid of?
 How did technology play a role in execution of our mission?
 What worked and what didn‟t…
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4. The Resonant Questions…
 How do you use technology to scale a multi-program Call Center
environment
 Should we do it in house, and how does SAAS play?
 How do you tackle the variability that multi-program environments
have
Integration
Process
Variations in workforce size
KPIs
 How ambitious can you be from a technology perspective?
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5. Who is Valtim
 Valtim Marketing
 Started in 1986 as a Marketing and Data Services firm
 Morphed into a Call Center in the 90s and Evolved into a Business
Process Outsourcer in the 2000s
 Valtim is a full-service BPO
marketing services firm
call center
digital printing facility
fulfillment center.
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6. Some of our customers…who might be familiar to
you!
 Every walk of life and business…
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7. What was our mission
 The Multi Program Call Center (BPO) challenge
How do we have an integrated operational view and model of completely
(and necessarily) diverse business processes.
 The Multi-Channel challenge
Dramatic shifts in channel diversity (phone, email, sms, social, chat, web)
Customers DEMAND that all of them operate in an integrated fashion - “if
I reach out to you on facebook, you better know that when I call you
later”.
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8. “We‟re a multi-channel outsourcing solution for our
clients, both profit and non-profit…but in doing that
we realized we had hardened system silos for each
client, and what we needed was a comprehensive &
integrated system that could enable efficiency,”
- Ernie Kozlowski, Executive Vice
President, Valtim

9. Where we were…
 Dozens of completely silo-ed teams…no leverage, no scale.
 With these team siloes…the inevitable occurred:
Data silos
System silos
Process and Ownership inconsistencies
Impossible integration scenarios
No depth of analysis (…revenue, and some telephony based analytics
yes, but that‟s it)
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10. The BHAG….
 Integrate „em all….
eCommerce
call center
order fulfillment
digital printing
 Manage multiple programs….in one system architecture
one CRM, one ERP, one e*Commerce suite…for all the customer programs
 Change Management – How do we “bust the silos in people‟s minds
 Start to finish….within a quarter.
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11. The “Not so BHAGs”…
 The seamless support of the variants that occur from program to
program
CTI differences (Computer Telephony Integration)
Process differences between programs
KPI variations between programs
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12. Why did they need to act
 The World Class Problem
Coming out of the recession, business was picking up
 Scale Pressures:
While from a process and workforce perspective, Valtim had a model
that strongly supported the rapid scale of a multi-program
environment, it didn‟t have the technology
 Getting ahead of the “Home Grown IT” problem
Valtim had the insight, from years of experience, of the shortcomings
of the “home grown IT” approach
Great value in “static” environments with “little scale pressure”
Huge risks manifest with
– Changes in personnel (tribal knowledge)
– Variation in process
– Rapid scale
Valtim felt that enterprise class CRM and eCommerce at the
hub, was an imperative
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13. Guiding Principles
 We could only be saved by
Change Management and Technology…in that order.
The Technology would have to be:
Open
– To handle unplanned client integration needs
Flexible
– Allowing for process variation (each client‟s desired customer experience is linked to
their brand or identity)
Robust
– Allowing for scale…in EITHER direction.
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14. “We had a massive client with a signed
contract, and we were banging our head
against the wall, knowing our existing
technology had hit a tipping point.”
Ernie Kozlowski, Executive Vice
President, Valtim

15. What were the options
 Options
Create a new own system…the “Mother of All Systems [re:
disasters]”
Buy a set of enterprise class tools, and run them locally
Buy a set of enterprise class tools, and run them in a SAAS
environment
Buy a single “Mother of All Systems” [not sure if it exists]
 Fears
Can we vary our business process & integrations from program to
program?
What happens to our data?
What about our clients mandates on data security?
Can our IT guys support it? Or even understand it?
Will our people adopt it???
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16. Adding to the core
 ERP was entrenched….and worked. Sage MAS90
 CRM and eCommerce were needed to complete the “core”
…and would need to support “multiple programs”
 Everything else – would need to touch the core
Telephony and Dialers
Chat
SMS
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17. The technology selection
 Before we even selected a vendor…we picked Open Source as a key
characteristic.
Flexible
Inexpensive
Supported broadly
SAAS or On-Premise (no lock in)
Open for integration
Open for “proper” customization
While keeping “compliant” with software support
Scaleable
Architecturally
…and financially
Control of our own Destiny
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18. Why SugarCRM
 Deployed wherever we wanted
SAAS (allowed custom integrations)
Onsite
Private hosting
 Negotiated flexible use terms
 Open Source…means open integrations and open process variation
SugarCRM truly had the “open Kimono”, and we took advantage of it
 Lots of call center implementations…
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19. Why Magento?
 Deployed wherever we wanted
SAAS (allowed custom integrations)
Onsite
Private hosting
 Fixed cost…regardless of scale
 Multi-site operation and control
 Integrations to CRMs and ERPs galore…
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20. Why Levementum
 Business acumen
 Experience in call center implementations
 Understood the multi-program challenge
 Knew how to take advantage of Open Source (power…and
responsibility…because you can get yourself in trouble)
 Understood the “Adoption” challenge
 …we weren‟t their first 
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21. The Plan
 Discovery
With technology selected….forget about it. Focus on business need, and align to the best
practices of the platforms.
 Deploy
Implement eCommerce CRM, Contact Center and CTI features for 3 programs to start…
Customized call script/answer tracking module for all leads
Integration to 3rd party analytics for intelligence and analysis
Integration to Client‟s Qualified Leads program
Integrate cleanly with client site systems as needed…
Provide tools in the CRM to allow easy management of the data cross both the CRM and the
“client internal system” (mass deletes, etc)…DATA INTEGRITY across the “Valtim/Client”
boundary
 Get it done fast…< 90 days
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22. “I was a little scared that during the
discovery there wasn‟t any technical
discussion - it was just process. But it
paid off because when Levementum put
their heads down and started
programming they understood exactly
where they were going,”

23. The Deliverables
 Complete deployment of the Lead to Cash process in
SugarCRM
 Complete deployment of eStores for each program
 Integration between Sage MAS 500 and SugarCRM to
exchange ordering, fulfillment, inventory and accounting
data.
 Integration between Magento Enterprise eCommerce and
SugarCRM to exchange Internet ordering information.
 Integration between SugarCRM and Authorize.net
payment gateway for eCommerce and phone orders.
 Integration between SugarCRM and the Satori address
verification system to verify addresses for ordering and
billing purpose
 Contact Center & Telephony integration for screen pop,
click to call and queue/quota management
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24. The Schedule
 Deliver the multi-program solution from scratch…in 6 weeks
 Implement adoption programs immediately
 Prepare for implementation of additional programs
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25. Deliverables: Customized Client Modules
 Each program has different definitions of what should data should be
captured
Manage through custom modules
Manage through role and security definitions
CLM‟s were configured for each program…
 For “some” programs, integration was built to push data as necessary
for 3rd party application consumption (in real time and in batch)
 Add intelligence to these lead modules by the use of “dependent
questioning/drop downs”…if the customer said that, then the options
are these.
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26. Deliverables: Manager tools and Analytics
 Manager tools
Team and role security for program segmentation
Data clean up tools (mass delete/cleanups) to ensure data quality and
consistency across systems (CRM & 3rd party)
Email templates and notifications for customer care
 Analytics
Robust web based (and scheduled – PDF, etc) reporting on lead/agent
performance and dta entry.
MTD reporting for performance metric & delivery to Valtim program
clients
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27. Adoption
 Prescriptive training…
 Program focused
 Executed swiftly…and a key to success!
 Takeaways
CRM training…no!
Business process training (in CRM context)…yes!
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28. Deployment Particulars
 Dozens of agent users
 Multiple call centers throughout the North America
 Multiple programs sourced across call centers
All served by….
 A single CRM system
 SugarCRM and Magento On-Premise, with SAAS backup and
training systems
 All code…upgrade safe, and in the “certified” way
 Minimal support
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29. “Representatives in our Virginia call center will talk
to a customer when they call to make a $1000
donation. The system recognizes them through CTI,
creates a „case‟, and an email notification goes to
(our client‟s) customer service group in Georgia.
They are automatically prompted to call their donor
to thank them for the $1000 donation. This integrates
with our printing shop and prints out the letters.
the “process at work”

30. Results and Lessons
 Results
Successful rollout of all 3 programs
Completed in under 60 days from start to finish
All without additional headcount
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31. Lessons
 Discovery is everything
 New CRM and eCommerce technology is showing better and better
alignment to the Call Center
 Integrations to key Call Center tools (CTI,Call Recording, Contact
Centers, Autodialers, Predictive Dialers)….are no longer
“special”….these are standard integrations for CRM…even SAAS
based CRM.
 SAAS works…even where data security is paramount
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32. Lessons
 Call center integration needs are well supported by new CRMs and
SAAS
 Stay away from “Home Grown” systems….we needed these in the
90’s and early 00s, but NOT ANY LONGER.
 Going to a packaged solution and having flexibility on the delivery
model was perhaps the biggest bet – and the one that created the
most value for us.
 Be ambitious with your Call Center…if you have the business
discipline and leadership, nowadays the technology will support it
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33. The future
 More Contact Center Features
 Additional flexible Call Scripting features to make it easier to create
and manage multiple programs, and complex scripting (done!!!)
 Install and deploy existing Advanced Contact Center features
Preparing to deploy our integrators SugarCRM Contact Center solution
for
Predictive dial
More detailed CTC and ScreenPop
Complex Queues & Advanced workforce management
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34. The conclusion
 Keys to winning
A BPO project must start with:
Technology Agnostic Discovery….which is hard to do.
A BPO platform must be:
Open
Platform flexible
Integration ready
Scale ready
A winning adoption program must be:
Prescriptive
Process focused
A winning core IT architecture for BPO must include:
CRM
eCommerce
Clean integration to fulfillment and execution data
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35. QA – Contact Us
 Geoffrey Mobisson (for Ernie Kozlowski)
gmobisson@levementum.com
480 320-2520
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36. About SugarCRM
 SugarCRM offers open source CRM business software for customer
relationship management solutions
both cloud-based and on premise CRM software
sales, marketing, customer support
Email, mobile and socialCRM integration.
 Headquarters in Cupertino, California in the South San Francisco Bay
Area
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37. About Magento
 Magento is a feature-rich, professional open-source eCommerce
solution.
 It offers merchants complete flexibility and control over the look,
content, and functionality of their online store.
 Magento‟s intuitive administration interface contains powerful
marketing, merchandising and content management tools to give
merchants the power to create sites that are tailored to their unique
business needs.
 Headquarters in Los Angeles, California
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38. About Levementum
 Levementum is a global consulting and technology services company
that focuses on xRM (relationship management) and eCommerce in
the customer service and contact center domain.
 Headquarters in Phoenix, Arizona
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