MARKET REPORT
Call Recording vs. GDPR
meets CPE vs. Cloud
Today call recording is used just about everywhere. Driven to a large extent by compliance - including greater
emphasis on data regulation, call recording today has a pivotal role to play within business
I’m sure many of you will recall
the early proponents of VoIP
rolling out the phrase, ‘Voice
is just another application on
the company network’. Usually
accompanied by the subtle, semidiscrete
smirk that was meant to
convey they were ‘in the know’
and de nitely running ahead of
your legacy game.
Of course, they were right too,
even though there was a lot of
experience to be gained (instead
of money) during the intervening
and evangelistic years before
cloud-based telephony became a
real and productised o ering.
In today’s world of digital
transformations (DX) and
customer service excellence (CX)
I sometimes feel that voice is still
lagging behind the game. How
can you for example, transform
the vast company database of
client call recordings into readily
usable data for Analytics engines,
AI and Machine Learning
without listening to each and
every recording?
And what about GDPR?
How has GDPR affected the use
of call recording applications?
According to Iain Sinnott, Head
of Sales at Vanilla IP, GDPR can
potentially scare businesses, and
suppliers, into turning o this
highly valuable productivity tool
and revenue stream.
“After years of establishing
the massive bene t of listening
back to customers calls then
using what you learn to improve
employee’s skills and e ciency
in both the key sales and support
teams, GDPR has raised the
questions - can we comply and is
it worth the risk? Where MiFID
ii has made it compulsory those
who have highly capable services
can deliver, but for general
business we have seen some cloud
players adopting the defeatist
attitude of the PBX world (for
whom the cost was always very
di cult to sell) and stripping call
©klss777-stock.adobe.com
recording out of their progressive
services pitch. We are running
workshops with partners this
quarter to ensure they know
how and why our call recording
service delivers fully on GDPR
and MiFID II requirements.”
Ian Bevington at Oak
Innovation believes that the
need to manage and control
compliance has driven
organisations to rationalise and
consolidate data.
“ is will have caused some
businesses to revisit the need for
call recording. In a market where
the need to protect reputation,
meet compliance and improve
the quality of conversations
is increasing. We’re not aware
however of any organisations that
have ceased recording.”
Markus Krammer, Vice
President Products & New
Business at NFON AG says his
company actually can’t observe
a big change in the use of call
recording applications since
most of their customers already
had to ful l high standards like
the predecessor of GDPR in
Germany or MiFiD II for the
nancial sector.
On the other hand, Sarah-
Jane Heber-Hall at Computertel
says that the increased service
requirements from their
customers indicate they have
been a ected by the GDPR
regulations with regards to their
call recording applications.
“Di erent market sectors have
come to address the challenges
in several di erent ways. Within
the sectors where Governance
and compliance were already
prevalent, our customers have
tended to focus on addressing the
process control elements, rather
than adapting the physical call
recording equipment. Recording
retention times and the archiving
process itself seem to have been
the main areas of focus.
Within the public sector,
especially local government,
>
Record, evaluate and analyse
calls for business insight
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