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BA London Eye's Up Contact Centre Expansion To Support BusinessGrowth


Avaya Inc (NYSE: AV), a leading global provider of communicationsnetworks and services for businesses, today announced that BALondon Eye has expanded its contact centre system to support recordgrowth in visitor numbers. The system supplied by Avaya, underpinsa move by BA London Eye to increase sales and handle all customerenquiries in-house. This includes calls generated by marketingcampaigns and new visitor packages.

Avaya Inc (NYSE: AV), a leading global provider ofcommunications networks and services for businesses, todayannounced that BA London Eye has expanded its contact centre systemto support record growth in visitor numbers. The system supplied byAvaya, underpins a move by BA London Eye to increase sales andhandle all customer enquiries in-house. This includes callsgenerated by marketing campaigns and new visitor packages.

In its first year of business, London's top tourist attractionexperienced phenomenal growth with over three million visitors.However, BA London Eye did not have a contact centre to support thegrowth and provide the level of service it required for itscustomers. Also, it relied solely on Interactive Voice Responseself-service technology. Consequently, some customer calls werelost along with the associated revenue and yet the existingtelephony system could not provide an accurate record of theactivity with which to improve service. In October 2001, on therecommendation of BA London Eye's parent company, the Tussaud'sGroup, an Avaya contact centre system was implemented to overcomethese problems.

BA London Eye has expanded the contact centre system to supportits move to handle all customer enquiries in-house instead of viaexternal contractors. An additional 10 contact centre agents havebeen recruited to manage the increased capacity making a total of40 agents employed in-house at BA London Eye.

Eleanor Harris, Head of Customer Service & Distribution atBA London Eye commented: "The contact centre system is provinginvaluable at BA London Eye. Since installation, our customerservice has improved beyond all recognition. We now know how manypeople are calling and are able to offer fantastic service to ourcustomers. At the same time, the system will help us to grow ourbusiness into new areas too."

BA London Eye will use the contact centre system to capturecustomer information and improve service to over 350,000 customerswho are expected to use the telephone service over the next 12months. The system provides information to manage peaks in callvolumes that can increase in the summer by as much as 200%. Also,BA London Eye will use the system to monitor calls and developtraining for contact centre agents. This will enhance customerservice and assist in business development.

As well as managing call volumes, BA London Eye will utilise thetechnology to support the introduction of new package deals. Theseinclude a dinner and London Eye River Cruise Experience or thereservation of private capsules with catering for specific events.Coupled with support for marketing campaigns, this will helpincrease sales, particularly during less busy periods such as inwinter.

Eleanor Harris added: "The system is enabling our call centreagents to up-sell and cross-sell an exciting range of new productsfor our customers, ensuring we offer a better service for ourcustomers and enabling us to expand our business into newmarkets."

Clive Sawkins, Vice-President for Avaya in the UK and Irelandsaid: "BA London Eye has shown how contact centre technology can beintegrated within the business to provide excellent service tocustomers. This is done by effective use of information given bycustomers to meet their demands as well as providing opportunitiesfor BA London Eye to offer additional services."

The system includes a simple '0870' customer number that has theflexibility to support business growth without affecting service.As the '0870' number is not specific to a geographic area, when BALondon Eye outgrew its headquarters, the organisation did not haveto change it and cause disruption for customers. Also, the systemallows extensions to the '0870' number to support more effectivelyspecific areas of the business such as a human resources hotlinenumber for recruitment enquiries.

BA London Eye has: Avaya IP-enabled communications servers andcontact management and operational reporting software; andmaintenance services supplied during business hours seven days aweek between 8.30am and 6.30pm.

Notes to editors:
Media enquiries: 0870 220 2777. A range of photography isavailable from Severn: 020 7861 7777.

BA London Eye

About Avaya
Avaya Inc. designs, builds and manages communications networks formore than 1 million businesses worldwide, including 90 percent ofthe FORTUNE 500®. Focused on businesses large to small, Avaya is aworld leader in secure and reliable Internet Protocol (IP)telephony systems and communications software applications andservices. Driving the convergence of voice and data communicationswith business applications — and distinguished by comprehensiveworldwide services — Avaya helps customers leverage existing andnew networks to achieve superior business results. For moreinformation visit the Avaya Web site:

About BA London Eye
At 135 metres, British Airways London Eye is the world's largestobservation wheel. It was conceived and designed by Marks BarfieldArchitects and has won over 20 national and international awardsfor architectural quality, engineering achievement and tourism,including the People's Choice award 2001 and 2002. It is managedand operated by the Tussaud's Group, Europe's leading operator ofvisitor attractions. British Airways London Eye is the UK's numberone visitor attraction and has welcomed over 11 million visitorssince it opened in 2000.

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