Technology alone cannot drive results, it needs to connect with employees, customers and business processes
In the world of business communications, everyone is trying to solve a persistent challenge. How do we communicate effectively to drive high revenue growth, customer satisfaction levels and staff productivity?
At the heart of this challenge is the need for communications tools that deliver happier customers. This in turn leads to business success and, ultimately, revenue growth. To meet these goals, companies typically turn to two main types of solutions: Unified Communications (UCaaS), which is a standard telephony and meeting and collaboration tool and Contact Centre tools (CCaas), which now incorporates Artificial Intelligence (AI) and automation features.
Changing expectations
However, customer preferences have changed over time. In the past, companies only had a few options to consider- email, face-to-face meetings and phone calls. But now we have a huge range of technology solutions that help address customers changing expectations.
As well as customer expectations changing, collaboration tools are also changing the way we communicate internally within a team. Instead of relying solely on phone calls, teams are increasingly using a mix of voice, chat, shared documents, and project platforms. This makes choosing the right vendor and designing effective collaboration and customer contact solutions an important area of focus. The gap between getting it right and getting it wrong can be huge.
Given these changes, businesses must now consider is whether integrating UCaaS and CCaaS into a single solution makes sense.
Vendors are increasingly offering converged solutions
The choice of single systems offering a complete solution has increased since 2020 led by Microsoft, Zoom, and Webex from the collaboration world, along with RingCentral and others from the cloud telephony space.
Primarily, Unified Communications (UC) providers such as Zoom and Microsoft launched Zoom Contact Centre in early 2022, and Microsoft Dynamics 365 Contact Centre respectively earlier this year. Conversely, CCaaS specialists like NICE also have introduced their own UCaaS offerings.
While a converged solution is now the preferred option for most vendors for obvious reasons, what is the right approach for customers? Should UCaaS and CCaaS be delivered in one solution, or is the integration of two specialist services a better approach?
Inarguably, businesses need to choose whichever solution creates the best result in terms of simplicity, impact value and customer satisfaction. Simplicity to deploy, simplicity to manage, and simplicity for staff to adopt, measured against the impact value of the functionality delivered, is crucial.
Customer and agent experience for the win
A single solution has some obvious benefits. It may reduce licence inventory and costs and it may also mean a consolidated supplier relationship and reduced training costs. Fewer active applications on an employee’s desktop mean they don’t have to switch between multiple applications, and this results in improved productivity.
This also would mean agents can collaborate better with subject matter experts and resolve issues faster. Agents are not expected to know everything and a converged system would make it easier for them to reach out to the right experts faster. Ultimately, this improves customer experience (CX), which is the main goal for any business. All employees in an organisation should have a single pane visibility on their customer’s journey, which can only help in positive ways.
A single or converged solution
For a large number of organisations, especially small businesses, a single product would make sense. However, if CX, agent productivity and return on investment (ROI) of a specialist Contact Centre solution such as NICE or Puzzel are more effective, then opting for specialist solutions and then integrating them with UCaaS might be the way forward.
Take NICE as an example. It is a top-end CCaaS product with much higher levels of functionality than a solution like Zoom, but also comes at a higher price. If a business can justify the cost with a solid ROI, proving that the solution makes them more efficient or if their compliance needs require the extra features, then combining a basic UCaaS system with a specialist CCaaS is the best option. For others, a simpler, more affordable solution like Zoom might be a better fit.
It’s not a ‘rip-and-replace’ approach
Organisations need to set aside what they know about UCaaS and CCaaS and work through a detailed review process based on their customers, staff, processes and commercial productivity goals.
While the idea of ‘rip and replace’ is not a pathway many organisations like to consider, it is far less dramatic in most cases with a progressive roadmap that takes customers from where they are to where they need to be.
While business size does not really dictate the choice between a single solution and an integrated system, smaller organisations may elect to move first to a single solution to streamline their new workflows and business processes before stepping up the contact centre element if it proves worthwhile.
Technology alone cannot drive results. It is about how well it connects with employees, customers and business processes. Ultimately, the customer and agent experience should act as a guide as to whether an organisation should implement a single solution or a converged one.
