UC&CC MARKET REPORT
“Maintaining consistent external communication is more important than ever during the current
COVID-19 outbreak. Customers are concerned about – and require immediate response on – issues
ranging from finance, to travel and health.” Martin Taylor, Deputy CEO at Content Guru
Tony Martino, CEO of Tollring
and without integration across
the two, that may not have
happened.
Integrating CRM with
contact centre functionality is
best achieved through UCaaS,
and it has other bene ts too.
For instance, UCaaS enables
‘casual contact centres’,
whereby partners can o er
their customers contact centre
functionality, but without
having to invest in the skills
and technology investment
typical of larger, dedicated
contact centre providers. ere
is a huge potential market for
these much smaller contact
centre requirements, and the
customer bene ts from having a
lower-cost-per seat compared to
many traditional contact centre
environments.”
Joe Pratten, Hosted Sales
Specialist – Mid Market and
Enterprise at Gamma said
“Consumer behaviour has
driven companies to make
managing brand reputation an
imperative and to manage that
brand reputation e ectively,
organisations need a customer
facing arm to their business. To
equip businesses with the tools
they need to engage with their
customers, manage
>
information sharing. As well
as providing a more e cient
service, and improving customer
experience as a result, it means
that there is inherently more
exibility across a team to deal
with unexpected events.”
Justin Hamilton-Martin,
Director at Centile commented
“We are seeing are a change
of thinking around the role
of contact centres within
enterprises. e purpose of
contact centres is to service
end users better, so any
customer-facing function
with an organisation arguably
needs contact-centre-type
functionality. However, that
customer contact can come from
all kinds of sources, for instance
social media, websites and
marketing campaigns, though of
course inbound and outbound
calls still need to be supported.
So, it is more logical for
CRM to be the ‘hub’ — where
everything is captured — to be
the central point for all customer
engagement. at removes
the risk of fragmentation:
for instance, users who have
opted-out of marketing
communications are recorded
in the CRM, but that needs
to be known in the call centre
CBM: How do you see the Contact Centre market transforming
in 2020 and beyond?
Nigel Dunn, Managing Director EMEA North - Jabra
“Typically, the contact centre industry tends to thoroughly
investigate new technology, which can take time. While the speed
of digital transformation in the contact centre has increased, there
is still cation around what the right solution is. The power of the
case study is crucial in decision making around new tech. Leaders
will take on board recommendations from other contact centres
of similar sizes and verticals who are running trials and POC’s,
before making the commitment to invest in big changes. Seeing
successful deployment elsewhere will drive change and adoption
at a much faster rate.
It is also true that as traditional contact centre PBX solutions
become obsolete, replaced or support contracts expire, CCaaS &
CPaaS solutions are being more widely explored and deployed to
provide greater fl exibility, reporting and customisation for users.
Clearly, the need for fl exible solutions which are cost effective
and help contact centres become more productive has grown
exponentially in the last few weeks. On top of this, the drive to
improve customer service, even during these trying times, is
motivating leaders in the contact centre to adopt new solutions.
Of course, many contact centres used to be targeted on metrics
such as AHT (average handle time) or FCR (fi rst call resolution). This
has changed. Contact centres are now moving to measuring the
emotions and satisfaction of customers instead by using CSAT &
NPS as metrics. UC solutions naturally lend themselves to a greater
range of metrics than PBX solutions can measure.
Now contact centres have proof that a WFH model can work,
the acceleration seen now to adopt new technology will maintain
momentum and transform the sector beyond this unprecedented
period.”
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