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TetraVX 2020 Predictions: Where contact center meets unified communications (UC), blurring the lines between agents and employees

VMblog Predictions 2020 

Industry executives and experts share their predictions for 2020.  Read them in this 12th annual series exclusive.

By Kara Longo Korte, Director of Product Management, TetraVX

Where contact center meets unified communications (UC), blurring the lines between agents and employees

In the digital age, consumer expectations are getting harder and harder to meet. Today, 70% of customers say connected processes - such as seamless handoffs between departments or contextualized engagement based on earlier interactions - are the key to winning their business. But when employees are disconnected and data is siloed, how can companies possibly deliver what they're asking for? 

To provide seamless experiences for customers, organizations need to consider all of the different employees who handle customer interactions, not just contact center agents, and how those employees work together. Whether they're contact center agents or UC users, employees need to communicate with each other and with customers efficiently, having access to all necessary information in real-time. By tightly integrating UC and contact center solutions, organizations can break down the walls between employees, empowering them to transfer calls and information quickly and easily.

Integrating UC and Contact Center to provide a seamless journey

Organizations often divide their users into customer interaction employees (agents) and all other communicators (UC users), and deploy their communication technologies independent of one another. This leads to barriers between large groups of employees and ultimately a broken customer experience as customer communication history and data stays siloed within individual departments.

Agents are then forced to re-explain events or processes that UC users could have easily learned about themselves if they had access to the information hidden within the contact center. Simple tasks like transferring a customer become challenging when there are limited shared communication channels between employees. Within completely isolated systems, these seamless handoffs and transfers between departments are not available. As a result, the customer experience suffers.

However, if the organization integrates its UC solution with the contact center, knowledge can pass freely from the customer-facing agent to the team that supports more unique customer requests, eliminating the need for customers to repeat questions or re-explain challenges. 

A re-imagined customer experience for SMB

Small businesses especially require contact center functionality as it relates to customer experience, but they lack the need for a fully developed (and expensive) contact center solution. A UC solution that supports customer service needs will enable them to more effectively manage customer communications - without pricey contact center licenses or overly complex platforms. 

The industry needs a hybrid version of the classic contact center that blurs the line between agent and employee - and ultimately provides a better customer experience. This is especially important for smaller organizations that do not have the necessity (or budget) for a fully fledged contact center but still need to service their clients effectively. 

Moving into 2020, the proverbial lines between contact centers and traditional UC will only continue to blur. A 2-in-1 hybrid platform can empower employees to work together as well as communicate with customers effectively. UC platforms will increasingly bring traditional contact center features (like call directory, call routing and queues) into their portfolio to service small businesses in need of these functionalities. Ultimately, traditional mindsets are changing and the use cases for a more integrated system will only continue to grow. 


About the Author

Kara Longo Korte 

Kara Longo Korte is the Director of Product Management at TetraVX. She is passionate about the role technology plays in communication and collaboration in the workforce and sees Unified Communications as a Service (UCaaS) as the perfect way to connect the everchanging workplace. She has twenty years of experience in the technology industry and has expertise in product management, pre-sales, sales enablement, strategy, CRM and integrations holding various positions with a variety of SaaS organizations.

Published Wednesday, December 04, 2019 7:36 AM by David Marshall
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