Unified Customer

Voice Portal:
Application Development
Framework

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 Agenda: Customer Voice Portal (CVP)

ƒ UC Applications: Leveraging Cisco UC/CC/CVP

Momentum
ƒ CVP: Open Portal Architecture (Ecosystem)
ƒ CVP Application Framework: Overview and APIs
ƒ Developer Resources: CVP Applications Demo Portal
ƒ Demo: Using and Extending Studio for Service Creation
ƒ Supporting Material: Retail Vertical Case Study

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Voice Market Share

Q102—Q407
30%
26%
25% Cisco

20% Alcatel

Avaya
15%

Nortel
10%

Siemens

5%
Q102 Q302 Q103 Q303 Q104 Q304 Q105 Q305 Q106 Q306 Q107 Q307

Source: Synergy Research

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 Cisco Self Service Momentum
Rose to #3 in Self Service Port Shipments in 2006

10

Avaya
Cisco
8
Market Share (%)

Edify
Envox
Genesys
6
IBM
Intervoice
Nortel
4
2003 2004 2005 2006

Rank 8 8 5 3

Source: Tern Systems, 2006

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VISION STRATEGY
Apply “contact center style,”
To make every
knowledge-driven self service to
interaction on the
every relevant call
Human Network a
unique customer-
centric experience.

EXECUTION
Connect business applications
to the network platform to
deliver relevant self service
interactions

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 Cisco Self Service Momentum
Market Traction—Select Global Customers

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Cisco Self Service Momentum

Recognized as Top Self Service Platform in 2007

“Cisco has emerged as the clear leader

in the last 12 months.”

“In fact, most experts consulted

anticipate that Cisco will excel even
further in its depth of functionality and
integration capabilities as it continues
to build on the existing VoiceXML 2.1
standards and forges additional
partnerships with other technology and
service vendors.”

Speech Technology Magazine

September 2007

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 CVP: Open Standards
ƒ CVP is built around standards-based technologies including:
VoiceXML MRCP
Java (J2EE/J2SE) SIP
JMX
Eclipse

ƒ To support these efforts, Cisco plays a leading

role on industry standards bodies
Internet Engineering Task Force (IETF)
MRCP co-chair
SIP co-chair
VoiceXML Forum Sponsor
Board member
Eclipse Project member

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How Developers Can Leverage the

Unified CVP Platform?

ƒ Partners with UC/CC practice: Lead with CVP (where

appropriate) to close more business
Differentiators: Edge Self Svc, Queuing and Routing
Phased allocation and migration strategy

ƒ Customers/Application Developers: Create innovative

Call Center/UC applications leveraging web
technologies and SOA expertise
Humanize automated self service
Integrate voice applications with enterprise infrastructure

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 How Developers Can Leverage the
Unified CVP Platform?

ƒ ISVs/Value Add Partners: Use CVP interfaces/APIs to

create and market custom components/plug-ins
ƒ Partners with vertical domain expertise: Create off the
shelf applications that work out of the box for specific
verticals

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Agenda: Customer Voice Portal (CVP)

ƒ UC Applications: Leveraging Cisco UC/CC/CVP

Momentum
ƒ CVP: Open Portal Architecture (Ecosystem)
ƒ CVP Application Framework: Overview and APIs
ƒ Developer Resources: CVP Applications Demo Portal
ƒ Demo: Using and Extending Studio for Service Creation
ƒ Supporting Material: Retail Vertical Case Study

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 Customer Voice Portal: Key Capabilities
ƒ CVP provides a powerful new approach to self service and
intelligent call treatment in the contact center by combining:
Self Service (IVR)—VoiceXML, speech, service creation and mgmt
Call Control—SIP B2BUA and H.323 support for network queuing
Call Routing—multi site intelligent call routing via IP and TDM
Reporting—cradle to grave data repository to drive reports
Management—centralized web based OAM&P
Video—Video based self service, menus and queuing
Vendor Interoperability—integration with leading ACDs and IVRs

This single package delivers an open architecture enabling

a true “portal” for service delivery in the contact center.
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Customer Voice Portal:

Solution Overview

Customer Voice Portal

Queuing Routing

Self Service

Management

Cisco Gateways Reporting Cisco ICM

ƒ Call termination ƒ Intelligent call routing
ƒ VoiceXML browser J2EE/J2SE Application Server ƒ Agent monitoring
ƒ Speech via MRCP ƒ Queuing enablement

ƒ Modular, scalable J2EE framework

Core
Foundation ƒ Standards based applications and call control
ƒ Centralized, solution level management and reporting
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 VoiceXML: The Basics

User calls voice browser via traditional phone

network (TDM), mobile phone or VoIP

Voice
Answers call, fetches VoiceXML documents at
Voice designated URL by dialed-number (DNIS).
Browser Speech recognition (ASR), speech synthesis (TTS),
VoiceXML Interpreter
HTTP
<?xml version="1.0"?>
<vxml version="2.0"
VoiceXML xmlns="http://www.w3.org/2001/vxml">
<form>
<block>Hello World!</block>
Web Server </form>
</vxml>

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VoiceXML Systems/Web Systems

Presents to and gathers

information from user

Web Makes client requests to an Voice

application server and interprets
Browser Browser
the response to direct user input
HTML VoiceXML

Maintains application state,

Web/ Web/
dictates logic, fetches/stores
Application information from database and
Application
Server serves responses to the client Server

Stores and retrieves

Database information for application Database

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 The Case for Services Oriented Architecture
Contact Center Applications Have Yet to Leverage SOA

Enterprise Enterprise Enterprise Call Center

Application Application Application Applications

Business Business Business Business

Rules Rules Rules Rules

Messaging Infrastructure Data Access

(Tibco, MQ Series, XML Data Feeds)

Data Data Data Data

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SOA Investments Will Dominate

IT Spending
Annual Technology and Services Market Sizing ($B)

2005 $7 Four Year CAGR (’05—’09)

Call
92%
Center 100%
(Voice) 2009 $9
80%

60%
2005 $6
VoIP 40%
2009 $12 20%
20%
7%

2005 $14 Call Center VoIP SOA

SOA
2009 $189

5 10 15 20 160 170 180 190

Source: Gartner, Datamonitor, Lehman Brothers (2005)

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 CVP Application Framework: Architected
to Leverage Enterprise SOA Investments

ƒ Eclipse based Service Creation Environment

Extensible
ƒ Acceleration of 60 to 70% in the development lifecycle
Framework
ƒ Integration with enterprise development standards
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Enabling Contact Center Services Within

the Services Oriented Architecture (SOA)

Enterprise Enterprise Enterprise Call Center

Application Application Application Applications

Unified Application Infrastructure

(WebSphere, WebLogic, .NET)

Messaging Infrastructure
(Tibco, MQ Series, XML Data Feeds)

Data Data Data Data

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 CVP—Applying SOA to the
Contact Center
Cisco Call Control Call Routing
Gateway
Call Control Open API

GED-125

MRCP

VoiceXML
Transfers to Cisco
Agents Elements

ASR/TTS Customer 3rd Party

Elements Elements

CVP OpenSDK
Web CRM CVP VXML Server
Unified Application Infrastructure
(WebSphere, WebLogic, .NET)
Messaging Infrastructure
(Tibco, MQ Series, XML Data Feeds)

Data Data Data

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Agenda: Customer Voice Portal (CVP)

ƒ UC Applications: Leveraging Cisco UC/CC/CVP

Momentum
ƒ CVP: Open Portal Architecture (Ecosystem)
ƒ CVP Application Framework: Overview and APIs
ƒ Developer Resources: CVP Applications Demo Portal
ƒ Demo: Using and Extending Studio for Service Creation
ƒ Supporting Material: Retail Vertical Case Study

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 CVP Application Framework

ƒ Mission: Allow customers and partners to easily build

and run voice applications that solve real business
problems
ƒ Application Software Components:
Studio—an Eclipse based open IDE for rapid application
creation and iteration
OpenSDK—an extensible library of reusable components
(dialog and back end) that simplify and speed consistent
speech application development and integration
VoiceXML Server—robust platform to run, scale and manage
voice applications on any application server

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CVP Application Software—Framework

Call Studio VoiceXML Server
Service Creation Environment Application Management
J2SE/J2EE Application Server

Mgmt.
Logging
API
Rules Integration
Engine API
Application OAM&P Gateway Adapters

CVP OpenSDK
Reusable Element Repository VoiceXML
via HTTP
Cisco
Elements

Customer 3rd Party

Elements Elements

Cisco Gateway
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 Customer Voice Portal: Call Studio

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Elements Defined

ƒ Elements are the basic building blocks used to create

voice applications
ƒ Pre-built, fully tested to speed application development
ƒ Encapsulate commonly found tasks in a voice
application, such as validating a credit card
ƒ Can be custom tailored to meet the specific needs of
the application
ƒ Elements in an application can share data with
each other

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 Elements Types
ƒ Five major types:
Voice (e.g. Number Capture, Phone, Date, Form, Menu, etc.)
VoiceXML Insert
Decision
Action (e.g. Database, email etc.)
Flag
ƒ Others
Hotevent
Hotlink
Application Transfer
Page Entry/Page Connector
Comment
Hang Up
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XML View: Direct Access to Underlying

Dialog Description for Manual Editing of XML

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 Integrated Java IDE: Used for Backend
Integration, Component Development, etc.

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Say It Smart
ƒ Audio presentation of formatted data
ƒ Multiple formats for pre-recorded
audio playback

ƒ Individual pre-recorded audio files

required for Say It Smart assembly
ƒ Customized playback through
coding: Say It Smart plug-ins

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 Integrating with Enterprise Systems
ƒ Pre-Built Database and Email Elements
ƒ Java and XML API’s
Retrieve information to present to the caller
Store caller information obtained in persistent storage
Can access external systems through Java or any other systems that
are accessible through XML (URI) e.g. databases, CRM, Message bus
Access external business logic to drive the applications

ƒ Web Services Element

ƒ Interact with the desired web service via WSDL
ƒ Provide configuration option available thru WSDL description

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Extending the Environment

ƒ Element API
Create elements encapsulating common functionality
Expose easy-to-use interface to custom components for fast
configuration
Design elements with advanced functionality e.g., decisioning
or speech Elements
ƒ Logging API
Modify, enhance or even replace default CVP logging behavior
Multiple loggers can run simultaneously
Reporting Server data repository uses a custom logger
ƒ Say It Smart API
Build your own plug-ins to play back custom formatted data
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 Encouraging Faster, More Consistent
Development
ƒ Goal based development—focus on the business problem
Abstracts markup language syntax AND allows use of flat or scripted VoiceXML
Pre-tested VoiceXML to reduce testing cycles
Built in validation guarantees complete call flows
Productivity boosters like auto documentation, prompt management, graphical
business rules, etc.

ƒ Philosophy of reuse—don’t reinvent the wheel

25+ pre-built components encapsulate lion’s share of requirements
Built in support for speech and touchtone with best practices error handling and
standardized logging
Open API for custom component creation and smooth integration of other third
party software components (e.g., .NET, SOAP, Tibco, MQ Series, etc)
Native integration of Nuance OSDMs

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Supporting Team Collaboration

ƒ Versioning and direct source control integration
Check-in/check-out through direct integration with popular source control
systems (e.g., CVS, Sourcesafe, Clearcase, PVCS)
File encapsulation supports highly granular source control, permissioning and
administration

ƒ Ideal for parallel development

Easy distribution of custom components to targeted developer groups
“Stub out” capabilities allow seamless collaboration between UI, IVR and
back-end interface developers

ƒ Supports horizontal skill set specialization

Dialog design and speech experts (VUI, grammar design and tuning)
Back-end interface and coding
Testing and QA
Operations and administration

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 Delivering Key Personalization, Management and
Monitoring Capabilities in a J2EE/J2SE Environment

ƒ CVP VXML Server deployment advantages

Dynamic content and audio delivery (for personalization)
Optimized to manage multiple complex, high-volume applications

ƒ OA&M capabilities
Graceful upgrade, suspend and shutdown
“Hot deploy” to live production environments
Deployment model supports multi-stage QA/review processes
Flexible administration rights allow delegation of privileges

ƒ Status and monitoring

Real time statistics available at server, application and call levels
Event/failure notification via SNMP, messaging, e-mail and logging

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Key Customer Voice Portal Benefits

ƒ Business Agility
Select any resource, for any caller at any time
ƒ Smooth migration to IP
Run in mixed TDM and IP environments
ƒ Extension of SOA investments
Leverage customer knowledge to tailor the experience
ƒ Contact Center Virtualization
Centralize management, queuing and self service across sites

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 Agenda: Customer Voice Portal (CVP)

ƒ UC Applications: Leveraging Cisco UC/CC/CVP

Momentum
ƒ CVP: Open Portal Architecture (Ecosystem)
ƒ CVP Application Framework: Overview and APIs
ƒ Developer Resources: CVP Applications Demo Portal
ƒ Demo: Using and Extending Studio for Service Creation
ƒ Supporting Material: Retail Vertical Case Study

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CVP Applications Demo Portal Drivers

ƒ Empower the growing community of
developers around Cisco Unified
Communications platform to easily build
and test speech applications
ƒ Reduce/eliminate the need for developers
to secure hardware, software and CVP
licenses to build and test sample demo
speech applications
ƒ Provide a comprehensive portal for CVP
developer community with sample
applications, flash tutorials and other
resources
ƒ Encourage the developer community to
build Web Services and Web 2.0 enabled
speech applications on Cisco Unified
Communications platform
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 CVP Applications Demo Portal
Capabilities
ƒ Launched December 2007
ƒ Web part of the portal for learning and service creation
ƒ A toll free number to call into the speech applications for testing
ƒ Complete hosted infrastructure available with a simple registration
ƒ Intended primarily for Cisco UC partners for demo/pre-sales
activities
ƒ Available worldwide free of charge via CCO login

http://www.cisco.com/web/partners/sell/technology/ipc/integrated-
solutions/customer_contact_center.html

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CVP Applications Demo Portal

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 Agenda: Customer Voice Portal (CVP)

ƒ UC Applications: Leveraging Cisco UC/CC/CVP

Momentum
ƒ CVP: Open Portal Architecture (Ecosystem)
ƒ CVP Application Framework: Overview and APIs
ƒ Developer Resources: CVP Applications Demo Portal
ƒ Demo: Using and Extending Studio for Service Creation
ƒ Supporting Material: Retail Vertical Case Study

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Studio Demo: PremiumGold

ƒ Welcome Caller
ƒ Prompt for Acct/SSN
ƒ Database Dip
ƒ Customer Type
ƒ Personalized handling
ƒ Multi-page
ƒ Formatted Data playback
ƒ Centralized Error
ƒ Documenter
* *

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 Agenda: Customer Voice Portal (CVP)

ƒ UC Applications: Leveraging Cisco UC/CC/CVP

Momentum
ƒ CVP: Open Portal Architecture (Ecosystem)
ƒ CVP Application Framework: Overview and APIs
ƒ Developer Resources: CVP Applications Demo Portal
ƒ Demo: Using and Extending Studio for Service Creation
ƒ Supporting Material: Retail Vertical Case Study

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Case Study (Retail Vertical)

Location and Store Hours Application

ƒ 1600 retail stores nationwide

ƒ Each store associated with a unique 800 number
(DNIS): For store location, store hours and transfer
to an agent or store rep
ƒ All calls still come into a central IVR farm
ƒ Callers can choose from English or Spanish
ƒ Store hours vary by location and are fluid to meet
market demands (promotions, holidays, etc.)

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 Customer’s Current System

ƒ Centralized IVR farm (legacy) where all 800 calls

terminate
ƒ For each 800 number, a separate copy of the IVR
application is created/deployed
ƒ Each copy of the application has its own set of English
and Spanish audio files and business logic
ƒ Making changes or adding a new store takes
2–3 weeks
ƒ Making changes that applies to all stores requires
changing each of the 1600 applications

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National Retail Chain Application in CVP

ƒ CVP application allows 1 single application to service

all 1600 stores
ƒ Application is still fairly easy to create
ƒ All 800 numbers invoke the same application
ƒ Application dynamically changes the language of the
prompts based on caller selection
ƒ Application intelligently tracks DNIS and serves the
appropriate location and store hour information

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 National Retail Chain Application in CVP

ƒ Store hours are pulled from an external data source

which can by updated through a web page
ƒ New store hours are available in real time
ƒ “Say it Smart” functionality is used to play back hours
in the same persona as other prompts
ƒ Persona can be dynamically changed for segmentation,
personalization
ƒ Adding a new store takes less than 5 minutes, using a
web page
ƒ All 1600 stores can be updated from a single
application
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National Retail Chain Application:

Call Flow (p1)

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 National Retail Chain Application:
Call Flow (p2)

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Local Greeting and Location Audio Filenames

Are Prepended with the Known DNIS

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 Data Source Can Be Updated by Web in Real Time.
New Store Hours Reflected in IVR in Real Time

Store Management Dashboard

Store Hours

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Q and A

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 Recommended Reading

ƒ Continue your Cisco Live

learning experience with further
reading from Cisco Press
ƒ Check the Recommended
Reading flyer for suggested
books

Available Onsite at the Cisco Company Store

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