Whatever acronym fits the bill, those
looking to capitalize on the burgeon-
ing CCaaS market should keep in
mind that the most important needs of
their customers goes beyond contact
center technology.
In addition to moving customers’
traditional on-premises applications
and servers to the cloud (e.g., Micro-
soft Office 365), many service provid-
ers are starting to look at selling new
services, such as CCaaS, which is
growing at a fast rate. DMG Consulting
found that in the last 12 months, the
number of cloud-based contact center
seats increased by 20.9 percent. The
cloud-based contact center infrastruc-
ture market is estimated to continue
to grow between 23 and 24 percent
between 2017 and 2020. The reality
is the cloud contact center market is
growing while on-premises implemen-
tations remain anemic at best.
Service providers that are already
selling cloud-based services have a
distinct advantage over those that’ve
yet to make the move to cloud. But,
those looking to sell CCaaS solutions
and services find that the audience,
sales cycle and business drivers for
CCaaS adoption can be different than
other cloud services. In order to be-
come a successful CCaaS provider,
it’s critical to understand that it’s not
just the cloud contact center technolo-
gy that’s important. Yes, those looking
to move the contact center to the cloud
are looking for a great set of contact
center features, but they are looking
for more than just the software. They
really are looking for a solution pro-
vider — not just a cloud provider.
With that in mind, here are the
top three things contact center pros-
pects need from their cloud contact
center provider:
1. Knowledge of contact center best
practices.
Although cost savings
is one factor driving companies to
the cloud, when it comes to CCaaS,
there’s often another driver that’s
equal to or greater than initial cost
savings — the customer experience.
Companies are looking to make it
easier for their customers to reach
them, whether it’s for sales or sup-
port, and they want to use technology
to deliver a better experience. This is
an area where the service provider
can’t afford to “fake it until they make
it.” CCaaS solution providers really
needs to educate themselves on the
best ways to implement, integrate and
configure the cloud contact center
technology to solve their customers’
business problems.
For instance, one of the big turn
offs consumers site when calling a
company is having to talk with mul-
tiple reps (and repeat their story mul-
tiple times) before finally being put
By
Jacki
Tessmer
ThreeThings
CCaaS Providers
Can’t Ignore
C
ontact center as a service providers
come in all sizes and styles; whether
it’s a communication (CSP), managed
(MSP), application (ASPs) or Internet
(ISPs) service provider.
at your service: Xaas
in touch with someone who can help.
Providers that understand this can
engage clients in a discussion about
how the technology can be leveraged
to ensure this process is streamlined.
A caller who has opened a support
ticket has already provided details that
can be used to get the caller to the
best agent. It may require configuring
the IVR to look up the caller’s ticket,
retrieve product details and confirm
the amount of time the ticket has been
opened and whether they have al-
ready interacted via another channel.
That information can be used to route
the customer directly to a technician to
address specific problems.
In other instances, the answer
may entail training and empowering
agents with knowledge bases that
can be quickly searched using natural
language, and/or it may entail mak-
ing a recommendation to add screen
capabilities, so agents can resolve a
higher percent of calls without having
to escalate them to other reps. A ser-
vice provider that can educate a cus-
tomer about how other contact centers
blend technology, process and people
to solve problems and provide the best
practices is providing a real business
solution that goes beyond just moving
technology to the cloud.
2. Provide value-added integration
services.
While many contact cen-
ter solutions already integrate email,
phone, chat other communications
channels and tracking across customer
interactions to deliver an omnichannel
experience, there are additional ben-
efits companies can gain by integrating
other complementary solutions. For
instance, integrating CRM with CCaaS
can help agents identify and establish a
rapport with customers, giving a richer
picture of the customer to the agent
more quickly. Knowing that the same
customer is calling, after having tried
the online chat or having sent an email
all about the same support ticket, would
allow the customer to be automatically
placed higher up in the queue and
routed to a senior technician.
While CRM integration is a common
requirement, being able to offer a suite
Channel
Vision
|
July - August, 2017
48