Jun 25, 2020 CX Innovation is Leading Companies to UC/Contact Center Integration
As a research analyst, I have the incredible opportunity to speak with IT and Customer Experience (CX) leaders regularly to identify trends, best practices, and success metrics.
One of the promising trends to improve CX is the integration of Unified Communications (UC) with contact center platforms. CX leaders are evaluating numerous innovations to give them a competitive edge that ultimately increases revenue, improves customer ratings, and/or reduces costs. UC integration with contact center platforms already is delivering on those success metrics.
Before going into additional details, let’s take a look at what’s driving the demand for CX innovation:
- Consumers have more power than ever before. They can make or break a company with a single, viral social media post. Recipients of a negative post know they must make dramatic changes to avoid a repeat, while those who have received a positive viral post want to do everything they can to earn repeats.
- Analytics have documented for CX leaders what’s working and what’s not. In addition, customer surveys show what customers like and dislike about their interactions.
- Customers have decreasing levels of patience for wasted time and incompetence. They want answers quickly, but also answers that are contextual, predictive, and educated.
By integrating UC with the contact center, organizations can add significant value to the customer interaction experience. For example, agents can connect a non-contact-center employee expert to a voice or video call to address a question immediately—resulting in a very satisfied customer. In fact, companies that integrate UC with contact center see their customer ratings increase by 56.7%.
Team Collaboration Adds Value
Team collaboration is a fast-growing application within the broader UC category. Nearly three-quarters of companies make team collaboration available to employees as part of a broader UC suite, though utilization varies. Among those using team collaboration, the majority (55.8%) use Microsoft Teams. Therefore, the ability to specifically integrate Microsoft Teams with the contact is in demand, given its widespread use.
What’s more, the integration also improves employee productivity by 30%. Contact center agents can use team workspaces to interact with sales and marketing teams or product engineers to discuss how to solve a customer problem, versus having to call them or physically go their offices. Or, product engineers can go to the workspaces of key customers to evaluate their feedback on product design as they prioritize their next upgrades.
I will be digging deeper into the integration of Microsoft Teams with the contact center during an upcoming webinar with Jacki Tessmer, VP of product marketing for Enghouse Interactive. In addition to the aforementioned issues, I’ll talk more about:
- Why companies are integrating UC with contact center
- The value of integrating Microsoft Teams, specifically
- Advice on provider selection
Learn more about this topic, and register for the July 15 (at 1pm EDT) webinar here