How to choose the right Contact Centre as a Service

Yee Fan Chan, Voice Consultant, South Asia, Telstra Purple

Ramesh Srinivasan, Senior Modern Work Consultant, South Asia, Telstra Purple

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At a time when the business landscape is continually facing disruption, can your contact centre keep pace with the shifts in consumer trends and customer demand?

When it comes to enabling customers to connect with a brand across various platforms and devices, traditional contact centre solutions are gradually falling by the wayside in providing a seamless experience. In their place, Contact Centre as a Service (CCaaS) has emerged as a cloud-based customer experience solution that allows companies to use a contact centre provider’s software.

Led by developments such as the rise of artificial intelligence (AI), a growing emphasis on customer self-service, and the need to integrate contact centre solutions into broader ecosystems, the CCaaS model is rapidly gaining traction among businesses. It offers flexibility and scalability, as CCaaS can accommodate constant changes in technology, demand, and business operations, enabling you to scale up your solution as your operational needs change. Moreover, with pay-as-you-go pricing, you only pay for the resources you need, keeping expenses low.

Key features of Contact Centre as a Service

Taking a deeper dive into the key features of CCaaS, we can see a strong use case for many organisations regardless of industry or size.

Personalised experiences on the call flow: With the help of automated routing, direct routing, AI and skill-based routing, agents can be better prepared to answer queries across all channels, contributing to a better customer experience.

Omni-channel integration: As more customers connect across multiple channels, CRM integration can provide a unified view for improved visibility and decision-making. With the growing popularity of Unified Communications and Collaboration, workforce engagement, AI and Automation and Interactive Voice Response (IVR) Self-Service, CCaaS can work jointly with Unified Communications as a Service (UCaaS) to seamlessly support the efficient resolution of customer enquiries.

Journey Orchestration Platforms: These are smart software tools that capture, track, and analyse customer data across multiple touchpoints. They contribute to a better customer experience by providing journey-driven audience activation, web personalization, and contact routing and insight dissemination. Journey orchestration software generates insights from that data, often with the support of AI, to help customers reach their goals, reduce costs and boost agent efficiency.

All-in-One Suite Digital Engagement: It is imperative to choose a digital-ready solution that enables your agents to engage customers across multiple channels such as email, web messaging, SMS messaging, social media, co-browsing and screenshare, predictive engagement, chatbots, AI, virtual assistance, and knowledge bases.

Intelligent and dynamic reporting systems: Contact centres run best with dynamic reporting. Getting actionable insights to guide your team shouldn’t be hard, but connecting data from disparate tools to build intelligent analytics to the systems can be challenging. By empowering your agents with easy-to-use tools and relevant data (such as employee performance management, point list customer journey analytics and orchestration, as well as speech and text analytics), such reporting systems can unlock interaction insights to deliver better cross-channel customer experiences.

As an illustration, external research compiled by leading contact centre technology provider Genesys shows 38% of CIOs listed data analytics (including predictive analytics) as one of three game-changing technologies. While companies that have applied advanced analytics recorded a 50% increase in the conversion rate on service-to-sales calls, 25% of organisations have no customer experience analytics and cross-channel customer interaction analysis dashboard capability.

Tailoring solution to customer needs: There are various CCaaS solutions that are built for specific industries such as banking, insurance, government, healthcare, and retail. In choosing the right CCaaS solution providers, organisations should not focus only on the type of industry covered, but also look for expertise corresponding to their size – such as small and medium-size businesses or large enterprises. Using the right CCaaS solution can help organisations automate business logic according to industry standards, give agents the right tool, and reduce the likelihood of compliance errors.

Telstra and Genesys Cloud

Telstra has partnered with Genesys to offer a comprehensive suite of features and capabilities for organisations of all sizes. With Genesys Cloud CX, any organization can quickly and easily deliver a seamless omnichannel customer experience and build lasting relationships.

Genesys Cloud CX offers customers the convenience of multiple channels hosted on a single platform with an intuitive, web-based drag-and-drop interface, where organisations can connect their business-critical systems and easily add new tools and functionalities. By collecting and analysing contextual journey data across all customers interactions, it offers real-time insights to support planning.

These features let organisations deliver a better customer experience while improving lead conversion and profitability. On the people front, Genesys Cloud CX can help reduce attrition, improve employee skills and knowledge, and drive better performance while ensuring compliance.

Genesys and Telstra’s 20-year partnership focuses on enriching customer experiences and optimising contact centre performance by offering solutions that quickly adapt to your needs. Together, we draw on our vast experiences to design and provide the best customer experience solution for your business. Find out more on the Telstra-Genesys Alliance Partnership and get in touch with our team today.