Implementation of a Distributed Call Center for an International Cruise Company

Client: 

An international cruise company, ship owner, and organizer of expedition cruises with over 70 years of experience. The company is constantly expanding its geographical presence across all 7 continents as part of its cruise schedule, and is globally expanding its territory for promoting and attracting partners and clients to become a world leader in cultural expedition cruises.

Problems:

When scaling the business, the client faced systemic issues in organizing telephone communication:

1. Geography-based limitations: separate telephony was required for each country.

2. Unfriendly interface: agents had to work with multiple systems simultaneously.

3. Limited number availability: Bitrix24 did not allow renting numbers for certain countries (e.g., some Middle Eastern and Southeast Asian markets).

4. Strict geographical restrictions: the existing solution did not allow flexible call distribution between agents in different countries.

At the same time, the company was already using the on-premise version of Bitrix24 for internal tasks and required telephony with IVR that would:

1. provide flexible configuration for global processes;

2. eliminate dependence on agent location;

3. integrate with the current CRM system.

Project Objectives:

1. Integrate the Cloud Asterisk solution with the existing infrastructure.

2. Set up IVR and queue management system for the distributed call center.

3. Implement a browser-based softphone for client convenience.

Solution:

Our team performed a comprehensive turnkey integration with Cloud Asterisk, solving all key client challenges. We provided a FreePBX server with all necessary settings for call center operation.

1. Global Number Connection (SIP Trunks):

Connected phone numbers for key regions:

• USA;

• Asia (Hong Kong);

• Brazil;

• UAE;

• Australia;

• Europe (Cyprus, Germany, UK, Italy).

2. Intelligent Call Management (IVR and Queues):

Set up automated call distribution:

• Regional routing: calls are directed to corresponding queues based on country of origin (e.g., calls from Germany go to queue 1, from Italy to queue 2, etc.).

• Flexible queue management: agents can quickly join or leave needed queues.

• 24/7 support: during non-working hours, calls are redirected to a partner providing 24/7 service.

3. Unified Internal Communication System:

• Implemented internal calls and transfers between offices in different countries.

• Configured call transfer strategies (ring strategy) with individual rules for each number:

• Russia — 15 seconds;

• USA — 5 rings or 24 seconds.

4. Enhanced Agents Experience:

• Agents in multiple queues simultaneously can see the caller’s voice menu options.

• Implemented standard analytics — telephony reporting generation.

5. CRM Integration (Bitrix24):

Provided full synchronization of calls with the CRM system:

• Leads: calls from new numbers are automatically saved as leads.

• Contacts: existing contacts are updated in the corresponding entity.

• Deals: calls are linked to deals if contact and deal already exist. The call can be automatically directed to the responsible agent if needed.

6. Browser Softphone: Convenience and Security:

Configured our browser-based softphone (Softphone24) based on WebRTC:

• Single-window operation: agents make calls directly from the Bitrix24 interface without installing additional applications — from anywhere in the world.

• Recording control: ability to pause recording during confidential information sharing (in compliance with legislation).

• Data protection: all information is transmitted in encrypted form to the PBX, eliminating the risk of data leakage.

• Easy administration: only the administrator sees telephony passwords.

7. Technical Support:

Provided comprehensive technical support at all stages of system implementation and operation. The client has access to transparent reporting on completed work.

Technical support ticket report

Overcoming Challenges:

During project implementation, we faced two key challenges and found effective solutions:

Challenge 1: VoIP restrictions in the UAE

• Complexity: legislative restrictions on VoIP services and high cost of local telephony.

• Solution: configured SIP trunk, browser softphone, and connected free incoming numbers (free toll numbers), ensuring uninterrupted communication while complying with all regulations.

Challenge 2: Need for Agent Workspace Unification

• Complexity: requirement for a unified interface for call center operations.

• Solution: implementation of a WebRTC-based browser softphone integrated into Bitrix24. This eliminated geographical restrictions (including the UAE) and simplified operators’ workflows.

Project Results

After implementing the Cloud Asterisk integration, the client received the following benefits:

1. Simplified Call Management: operations with the distributed call center became faster, clearer, and more convenient. Easy start.

2. Operator Convenience: the browser softphone allowed working in a single window, eliminating the need to switch between applications.

Are You Interested in Similar Solutions?

If your company needs:

1. Bitrix24 customization for specific business tasks

2. CRM functionality expansion through additional integrations

3. Distributed call center implementation with IVR and flexible settings

We are ready to help!

Contact Us today. Our specialists will select the optimal solution for your business. Let’s discuss your objectives!