Avaya Proactive Outreach Manager overview

Last Updated : Oct 28, 2025 |
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Avaya Proactive Outreach Manager (POM) is a managed application of Avaya Experience Portal, linking the capabilities within the Experience Portal platform closely with the management infrastructure and services. POM provides a solution for unified, outbound capability to communicate through different channels of interaction such as Short Message Service (SMS), email, or voice.

POM integration

  • POM integrates with Avaya Aura® Contact Center and Avaya Experience Platform™ (AXP) On-Prem (formerly Avaya Call Center Elite) to offer agent functionality such as agent blending, pacing, callbacks, conference calls, and call transfers.
  • POM integrates with Avaya Oceana® to offer outbound functionality such as predictive and progressive agent-based dialing. However, this integration does not support preview dialing.
  • POM integrates with Avaya Workspaces for Call Center Elite for agents to interact with POM contacts.

POM core components

The core POM components are:

Campaign Director

Campaign Director is a Linux service responsible for triggering campaigns and data imports at a scheduled date and time. Campaign Director is also responsible for pausing and resuming campaigns based on user action and terminating campaigns if their finish criteria is specified. If you install POM as a multiple server configuration, then only one campaign director is in the active state and others are in a dormant state. Campaign Director is responsible for assigning the jobs to be processed across campaign managers. At a given time, the campaign manager processes only one job. In the event of campaign manager failure, Campaign Director redistributes the job to the next available campaign manager.

Campaign Manager

Campaign Manager is a Linux service and is responsible for parsing a campaign strategy, making voice calls, and sending SMS or email messages. Campaign Manager interfaces with one or more EPM servers for making outbound calls and sending SMS or email messages.
If you configure multiple EPM servers, the Campaign Manager uses all the servers in a synchronized manner, using all media resources available for load balancing and failover.
If you install POM as a multiple server configuration, the Campaign Manager service runs on all the POM servers. When a campaign is executed, POM creates a job for the campaign, and the campaign director assigns that job to one of the campaign managers for processing a contact.

Campaign Strategy

Use this feature to define the process of interacting with a customer during a campaign by using various channels.
You can select the following aspects of interaction in the strategy:
  • Notification channel: voice, SMS, email, or custom.
  • Contact address used for customer interaction.
  • Rules such as timing restrictions and number of retries for contacting the customer.
  • Applications to use.
  • Personalized notifications texts.
  • If the notification channel is voice, specify whether POM must skip over to the next Address node in the Call action node if the phone number in the current Address node cannot be attempted because of guard time restrictions.

Rule Engine

Rule Engine is a Linux service responsible for the execution of rules. You can create rules by using the Rule Editor. Rules can be used to restrict an attempt based on:
  • Contact/address
  • Number of attempts
  • Channel
  • Attempt completion code
  • Nuisance frequency
Before making an attempt to contact, Campaign Manager refers to the rule engine to check whether the rule engine has restricted the attempt by any system or user configured rule.
If you install POM as a multiple server configuration, then only one rule engine is in the active/master state, and others are in the dormant state.

Agent Manager

POM Agent Manager (PAM) is a Linux service and is the core module to manage and run campaigns. You can either have agent-based campaigns or agent-less (notification) skill-based campaigns.
PAM is responsible for distributing licenses to all voice-based campaigns. The high-level functions of PAM include:
  • Manage agent allocation and state for agents.
  • Manage agents in a blended job. Only Avaya Experience Platform™ On-Prem configuration supports this module. For more information about different configurations, see POM server configuration options.
  • Update the POM database with current agent-related information for reporting and High Availability (HA) related functionality.
  • Distribute the manual, preview, and predictive agent licenses among running agent-based campaigns and distributing outbound ports to voice notification campaigns.
  • Support real-time commands from Supervisor Dashboard such as minimum agents, priority, or agent-based commands such as Forced Logoff.

POM Web services

The system installs web services as a part of POM server and accesses the web services from the external applications. POM Pluggable Data Connector (PDC) uses web services to interface with POM. You can use the Web services to access various contact attributes to play personalized prompts or make decisions in the application flow.

Active MQ

Active MQ is a messaging component used for inter-process message communication between components of POM. For instance, values that modify at runtime on the dashboard of POM, are sent to corresponding POM processes by using ActiveMQ.
POM is enabled to internally use ActiveMQ to send the values that modify at runtime to the corresponding processes in POM.
In addition to the core components, the following components are also required:

Kafka server

Kafka server is a distributed messaging platform. Users subscribe to the platform and publish data to any number of systems or real-time applications. The platform provides a unified, high throughput, low-latency network for handling real-time data feeds.
On the Kafka server, POM creates one topic per event type per organization. For the Default organization, POM uses the organization name for creating a topic. For other organizations, POM uses the organization ID for creating a topic.
For more information, see https://kafka.apache.org/10/documentation.html
POM generates and sends the following events to Apache Kafka.
Example 1:
For Default organization, topic names are as follows:
  • POM.Default.JOB
  • POM.Default.JOBSTATISTICS
  • POM.Default.AGENT
  • POM.Default.AGENTSTATISTICS
  • POM.Default.ENRICHEDATTEMPTRESULT
  • POM.Default.ATTEMPT
Example 2
For an organization with ID=1, topic names are as follows:
  • POM.1.JOB
  • POM.1.JOBSTATISTICS
  • POM.1.AGENT
  • POM.1.AGENTSTATISTICS
  • POM.1.ENRICHEDATTEMPTRESULT
  • POM.1.ATTEMPT
  • Real-time events:
    • Default_POM_JOB for JOB events
    • Default_POM_AGENT for Agent events
  • Real-time statistics events:
    • Default_POM_JOB_STATISTICS for JOB statistics events
    • Default_POM_AGENT_STATISTICS for Agent statistics events
POM creates one topic per event type on the Kafka server.

Database

The database is a critical component of the POM architecture. POM uses database extensively to store information such as contact records, campaign configurations, schedules, and campaign data.
POM supports Oracle, PostgreSQL, and Microsoft SQL server databases.
To install the required Oracle and MS SQL drivers, see Implementing Avaya Proactive Outreach Manager.

ZooKeeper

ZooKeeper is a distributed, open-source coordination service for distributed applications. Zookeeper keeps track of the status of the Kafka cluster nodes, and it also keeps track of the Kafka topics and partitions. The ZooKeeper is primarily responsible for managing a Kafka cluster.
For POM High Availability (HA) deployment, Apache Kafka uses ZooKeeper to store cluster metadata.
To run a ZooKeeper service, you must fulfill the contract quorum. The quorum is the minimum number of ZooKeeper services running at a time. According to the contract, to form the quorums, there must be sevaral non-failing machines communicating with one other.
To create a deployment that can withstand the failure of N number of machines, you must deploy (2×N)+1 number of machines. For example, if one ZooKeeper fails to run, another ZooKeeper starts. This behavior also applies to Kafka brokers, where the system is fault tolerant.

Event SDK

POM generates events and sends the events to the Apache Kafka messaging system. All the POM Components work as a producer to generate real-time events and statistics for jobs and agents.
Event SDK acquires all the events published to Kafka. Event SDK simplifies all the internal communication and provides an easier interface to a client. Event SDK acquires all the events, which enables a client to monitor the POM system. These events are provided as a plain old java object (POJO). For more information about Event SDK, see the Avaya Proactive Outreach Manager High Availability guide published on the support site.
The communication between the Event SDK and POM happens over the Secure Sockets Layer (SSL). A client can connect only using the Experience Portal authorized credentials. A client can receive only the user’s organization job events and agents.

Dashboard service

The POM Supervisor Dashboard service is a Linux service introduced in POM 4.0 release. An outbound supervisor can monitor real-time campaigns and agents and read information from the Kafka events using the Supervisor Dashboard Service. Each supervisor can create a customized dashboard.
The POM Supervisor Dashboard service performs the following functions:
  • Enriched Attempt Event Aggregation and publishing on Kafka topic.
  • Real-time monitoring of the active campaigns, staffed agents, data and DNC imports, outbound skills, and license information.
  • Runtime changes to running Campaigns.
  • Agent operations.
  • Operations on data and DNC imports.
  • Provides filters on various data columns depending on the column types such as string, date and time, and integer.
  • Creates customized dashboards that support bar charts, column charts, pie charts, and billboards with filters.

Agent SDK Service

This service has the following two components:
  • Atmosphere manage service - Communicates with the https port for the web socket request from Elite Workspaces.
  • Java Agent SDK - Opens TCP socket port with active agent manager.

VP_POM_Service

A Tomcat application that hosts all the POM web services. POM uses web services for contact list management, campaign management, and related features.

Advanced List Management

Provides the following advanced features for contact list management:
  • Filter Template - Users can define filter criteria and use the criteria for several campaigns and contact lists. Users can also specify different filters for each contact list in a campaign
  • List Splitting - For outbound calls, POM can receive large files from applications such as CRMs and marketing tools.
    Before making outbound calls, import the customer contact lists data into POM. POM uses file splitter to split the large master contacts file into multiple contact list files. Then, POM imports the contact list files based on the configured filter criteria.

Contact List Import

With this feature, users can configure and import contacts from the following data sources:
  • File - Users can specify an external file location and import contacts from the file into a contact list.
  • Database - Users can specify the DB connection information and import contacts from this database into a contact list.
  • Custom - Users can provide the name of a class that contains the logic to import contacts from an external source.

Load Monitor

Load monitoring service determines the load of the POM system.
The following three components are used for determining the load of the POM system:
  • Database: Load on the database is calculated using parameters such as active sessions, connections, long queries, and blocked sessions.
  • POM: Load on POM is calculated based on active jobs, active agents, and active imports.
  • Server: Load on server is calculated based on CPU usage and memory usage.
If the current load of the POM system reaches a certain threshold, alarm is generated and restrictions are imposed on imports, reports, and purges.