In today’s fast-paced customer service landscape, contact centers need flexible, efficient systems that can adapt to changing business needs while maintaining operational efficiency. Contact centers and enterprises often struggle to balance ongoing processes and goal-specific campaigns seamlessly while maintaining data consistency across systems. This is where the Process-Campaign framework, the advanced Business Process Orchestration, comes into the picture.
What is a Process?
In RADIUS, a “Process” is a structured framework that translates real-world business operations into systematic workflows within a customer experience (CX) system. It integrates both inbound and outbound interactions across multiple channels, ensuring seamless customer engagement throughout the entire lifecycle. This process drives automation, efficiency, and consistency in service delivery while aligning with business objectives.
What is a Campaign?
In RADIUS, a “Campaign” framework is short-term, outreach-driven, and goal-specific, operating across multiple channels (email, SMS, voice, social media, etc.). It’s designed to achieve particular objectives within a set timeframe and focuses on what needs to be accomplished through targeted efforts.
Real-World Example: Banking Sector
ABC Bank manages inbound and outbound interactions, updating a master customer database in real-time. The Support Process integrates multiple banking functions while ensuring seamless communication. Key integrations include:
- Inbound & Outbound Support Process – Handling customer interactions across various channels, including account management, digital banking support, and loan or card-related queries.
- Customer Relationship Management (CRM) & IT Systems – Ensuring real-time data updates and synchronization for a seamless banking experience.
Campaigns Aligned with Banking Process:
Credit Card Bill Payment Campaign
- Overdue follow-ups
- Payment confirmation
- Upcoming due date reminders
- Assigned Agents: Agent 1, Agent 2, Agent 3
Loan Collection Campaign
- 30+ Days Overdue (Low Risk)
- 60–90 Days Overdue (Medium Risk)
- 90+ Days Overdue (High Risk)
- Assigned Agents: Agent 4, Agent 5, Agent 6
Investment Advisory Campaign
- Premium investors
- Retirement planning
- Mutual fund investment
- Assigned Agents: Agent 2, Agent 5, Agent 7
Key Features of Advanced Business Process Orchestration
Dynamic Data Exchange
- Real-time updates between departments
- Instant access to customer information
- Synchronized communication across channels
Flexible Agent Allocation
- Agents can work on multiple campaigns
- Skills-based routing
- Resource optimization across different initiatives
Independent Campaign Framework
- Campaigns can exist independently
- Can be associated with any relevant process
- Customizable workflows for different objectives
The Process-Campaign Framework enhances data consistency, operational efficiency, agent productivity, and customer engagement, all of which are critical for optimizing business workflows.
Conclusion:
As contact centers continue to evolve, the Process-Campaign Framework offers a robust solution for organizations looking to streamline operations while maintaining agility to respond to market demands.