Monday, 27 December, 2004
Etisal upgrade
by Simon Duddy


GCC services industry player Riadaa has revamped its CRM-focused Etisal business unit, deploying Altitude Software’s Unified Customer Interaction (uCI) suite to manage large numbers of queries more effectively.


Riadaa set up International Contact Company (Etisal) in September 2004, with the unit specializing in the
provision of call centre outsourcing services to
sectors including financial institutions, manufacturers and retailers.
Etisal’s Jeddah-based contact centre is equipped to host 100 agents with expansion capabilities of up to 400 seats.

Altitude claims that since the uCI suite was deployed in November 2004, Riadaa has experienced a 60% reduction of waiting times, a boost in first call resolution rates from 42% to 89%, and a significant decrease in call abandonment levels from 29% to under 4%

“The call centre outsourcing unit allows us to meet our clients´ CRM requirements in all areas, and from this strong platform our objective is to grow rapidly and be one of the leading outsourcers in the GCC region,” says Ahmed Moharrak, Etisal’s general manager.


“We constantly strive to deliver world-class service and we knew Altitude’s technology was the clear choice to help us maintain that level of service,” says Mohamed Eissa, Etisal Assistant General Manager. “The solution had to be flexible and modular, enabling us to easily and cost-effectively add additional functionality, such as web chat and web collaboration, as our needs evolve,” he adds.


The Jeddah-based CRM outsourcer chose Altitude Software due to its flexibility in modifying front office applications, as it had proved difficult to make changes and to have agents re-trained. The company also pulled out the CTI (computer telephony integration) feature that intelligently manages interactions by integrating data from switches and computers and the pre-integrated IVR (interactive voice response) module, which enables customer self service via voice menus and touch-tone phone
controls, as important.


Additionally the open design, which supports all major PABXs and a wide range of third-party solutions, including the Etisal Cisco IP switch and ebusiness applications, such as Siebel or SAP, was seen to be crucial.


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For More Information Contact:

Etisal International Company
Hail Street, jeddah 21446
Tel: +966 (2) 6507777
FAX: +966 (2) 6577733
Internet: etisal@etisal.com.sa