EVENTS Nuvias Round Table
“There is one channel coming through which has anecdotal evidence to suggest it will supersede
voice over time and that’s video” Richard Kenny, Senior Product Marketing Director Contact Centre, Poly
The Future of CX
Customer Experience (CX) will be one of the major battlegrounds for vendors over the coming decade as they
try and tie customers to brands. In this round table, sponsored by Nuvias, David Dungay spoke to some of the
leaders in the CX technology space
David Dungay (DD): What do
customers actually expect
from their ‘experience’ these
days?
Richard Kenny, Senior
Product Marketing Director
– Contact Centre, Poly
(RK): Sometimes we look at
statistics, call and contact
centres are very much
focused on their statistics,
but sometimes what we miss
is that the end customer is
looking for an emotional
connection. If you put yourself
in their mind they sometimes
just want to speak to someone.
Too often businesses put
walls up and try to deect
contact. Now we should be
trying to nd that contact
with customers to create that
experience.
Aled Treharne, Director of
Innovation and Development
– Nuvias (AL): I think it’s more
than just speaking to a person
but actually making a customer
feel like they are having a
customised experience. Feeling
that emotional connection but
also a personalised emotional
connection. ey want to
know this organisation knows
something about them and they
aren’t just a faceless customer
calling up about a delayed ight
for example.
DD: How do these
technologies like Artificial
Intelligence, Bots and Machine
Learning fit into this?
AL: It’s quite a challenge.
I think one of the biggest
challenges we see with people
trying to deploy some fantastic
new technologies available,
particularly with some of the
cloud providers making it easy
to consume that technology, is
the implementation of it into
the contact centre and trying to
provide a model which provides
useful information out of it. It
takes a lot of hard work to take
a technology like that and train
it to provide useful, actionable,
information rather than just lots
of statistics.
Paul Gibbs, Head of UCaaS
and Mid-Market (PG): I think
bots are mostly event based. If I
have trac delays, and I know I
have call centre operatives, the
bots can say there are delays but
the diculty is making bots
personal for the customer. If a
customer is saying “My ight
is delayed, and it is the third
time in three weeks” how is a
bot going to empathise with
that? Getting the empathy is a
struggle.
Keith Jackson, Director of
Channel Sales – 8x8 (KJ):
For me, the bot market is
there to help facilitate all the
trac coming in which can be
answered with a yes/no or data
answer. at is to alleviate the
contact centre agent that don’t
need to answer a council caller’s
question on when the next bin
collection is. at stu should
be automated to free up the
agent to have that conversation
with someone that may have
missed their ight. For us, the
chatbot and the AI side is about >
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