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Easy-to-use call centre technology enhances contact centre operations

Noetica, provider of easy-to-use call centre and CRM solutions, today announced that The Telegraph Group has selected its callflow scripting product, Synthesys, to drive its customer call centre operations based at Chatham, Kent. The Telegraph Group runs a number of concurrent campaigns targeting its customers and prospects with tailored subscription offers that are aimed at increasing the subscriber base of the Telegraph, Britain’s largest selling broadsheet newspaper. The operations, originally outsourced, have been brought in-house and expanded. The new system went live in Q4 2001 with 101 agent seats, and also involved integration with the Rockwell Spectrum telephone switch.

The Telegraph Group needed scalable technology that was able to operate within a clustered server environment so that multiple versions could be used simultaneously from different locations. The flexibility for integration - not only with the networking infrastructure but also with a huge subscriptions database - was a key consideration. In addition, giving non-technical call centre staff the ability to create and amend campaigns at will was a pre-requisite. The Telegraph set about identifying suitable technology and call centre bureaux.

Telegraph Group Customer Services Manager, Steve Clarke, explains, “We had for some time used the outsourcer’s in-house scripting product but decided to move to Synthesys following a successful trial and as part of our migration plan to our new Chatham contact centre. This solution enabled our direct marketing and account management teams to work closely to create their own scripts, allowing these to be driven purely by business needs, rather than depending on a costly IT department to produce what we had in mind. We also found that Synthesys provides an intuitive front end for complex interactions, which minimised staff training times.”

Noetica’s Synthesys also brought other time saving benefits to the Telegraph’s operations. The Telegraph runs special offers targeted at specific demographic groups. Synthesys can conduct a search across the CRM records of all the campaigns at once to ensure that customers are given the offer that is tailored to their needs. The customers’ CRM records are available throughout the phone call and can be used to personalise, make calculations, or used as values that determine the path of the conversations.

Commercial Director at Noetica, Keith Symondson, comments, “The Telegraph chose Synthesys because it puts the control of the call centre completely in the hands of the business minded professional, the effectiveness of which can be seen in the rapid expansion of their operations.”

About Noetica

Established in 1997, Noetica is a leading developer of innovative software solutions for successful management of any call centre. Noetica’s solution - Synthesys has been designed specifically to enable non-technical staff to have complete control of the call centre. Synthesys’ key features include customer relationship management (CRM); callflow/script designing, service call centre management and support; outbound campaign management; web compatibility and computer telephony integration (CTI).

Part of the privately controlled holding company the Scandex Group, Noetica is based in Clapham Junction, London, with strategic partners throughout Europe, Canada, Asia and the US. Noetica serves a broad range of industries, including the public sector, finance and telecommunications.

For further information on Noetica, please visit

Synthesys is a registered trademark of Noetica.

Editorial Contacts

Interviews, photography and further information are available from Claire Adam or Natalie Johnson at MCC International.

Claire Adam / Natalie Johnson
MCC International Ltd
Tel: 01962 888100

This press release was distributed by ResponseSource Press Release Wire on behalf of MCC International Ltd in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit