Contact Centre in the Cloud, a new model emerges


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Contact Centre in the Cloud, a new model emerges

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Contact Centre in the Cloud, a new model emerges

  1. 1. LEADMASTERWhite Paper Contact Centres in the Cloud - A New Model Emerges LeadMaster – L6, 80 Mount Street, North Sydney NSW 2060 – Tel: 1 300 852 599 –
  2. 2. Introduction and Background InformationWith cloud Customers are an intrinsic part of every enterprise. Most of the majormodels, the businesses operate contact centres to interact with their customers. Thecompanies can internal business operations such as help desk and sales support can beclearly mention serviced through the contact centres. Agents (customer servicethe cost of representatives) operate the contact centre through an extensive openservice in their workspace. The workstation of a traditional contact centre includes amonthly budget computer for each agent, a headset connected to a telecom switch and onereports. or more supervising stations. A contact centre can be networked with one or more additional centres, often linked to mainframes, LANs and microcomputers. The agents access various databases and spreadsheets to retrieve the information needed to answer the queries of the customers. Outgoing calls for product services and telemarketing calls are also handled through contact centres. This is generally a part of customer relationship management (CRM).Cloud Solutions But this sort of customer service is generally inefficient. It consumes morehelp the time and more resources. Long waiting time, inefficient call routing,enterprises in improper information and various other issues make the customer service aavoiding the laborious task for customers and agents. The changing economic conditionssurprises for and volatile hardware vendors pose significant challenges for contactmaintenance and centres. To address these issues, businesses are shifting to cloudother services. computing models to enhance the capability of their contact centres. Cloud model provides application programming interfaces (APIs) that allow the contact centre functionality to be integrated with cloud based CRM solutions. This white paper provides the compelling reasons for adopting the cloud model in contact centres. Here we discuss various technical advantages and business benefits of cloud based contact centers. These advantages and benefits can be categorised as follows: Advantages and Benefits Good return on investment (ROI) Huge capital investments are not required for cloud based contact centres. The cloud solutions (hosted solutions) provide network based contact centre functionality and are offered on a subscription model. The hosted solutions can be delivered in less than one day. They are more cost effective as they involve minimal set up costs. 1
  3. 3. At least 75% of Contact centres all over the world are moving to hosted platforms at acontact centres rapid pace. Gartner predicts that by 2013 at least 75% of contact centreswill be using will be using a form of cloud services. The cloud service is accessible fromcloud based any computer connected to the web and it doesn’t require client sideservices by 2013. software. Apart from monthly fee per agent or per seat, there are no hidden costs. The integration and implementation fee is low. The total cost of ownership (TCO) is significantly less than the premised based services. The companies can clearly mention the cost of service in their monthly budget reports. This helps the companies in avoiding the surprises for maintenance and other services. By using cloud models, the contact centres can lower their costs by up to 43% over a five year period, according to the new Frost & Sullivan research report. Some studies have predicted that a hosted contact centre with 400 or more seats can save up to 45% on TCO over five years. ScalabilityBy adopting cloud The Asia-Pacific continues to be a high growth region for the contact centremodels, contact industry. The domestic demand for customer service continues to increasecentres can lower in developing markets such as India, China, Indonesia and Vietnam.their cost by up Despite attrition, the growing contact centre market employed around 3.16to 43% over a million agents in 2010. One of the biggest challenges faced by theseperiod of 5 years contact centres is agent scheduling. Scheduling the appropriate number of agents based on call volumes is almost a constant juggling act. The volumes may generally fluctuate as per the seasonal cycles. The cloud platforms offer extreme scalability that is beneficial to businesses with variable call volumes. They provide generic solutions that unite various contact centres and work-from-home agents. With a hosted platform, businesses can scale up or scale down the number of seats on a need basis. The managers can login from any browser and can view the agent’s activity in real time and monitor the calls irrespective of their location. There is no need to invest in additional hardware in running the seasonal campaigns that require more agents. With the capability of analytics, the hosted solutions can forecast the accurate requirement of the agents for a given shift. This boosts the productivity of the agent and customer satisfaction. According to Frost & Sullivan analysis, the APAC region has recorded 8.5% growth in the agent seats of contact centres in 2010. By 2017, the seats are expected to grow at a compound annual growth rate (CAGR) of 9.5%. Disaster Recovery Disaster recovery solutions are critical for a busy contact centre that can not afford to have downtime. Severe conditions such as hurricanes, floods and earthquakes constitute natural disasters. Technical disasters include local or regional power outage and failure of local infrastructure. 2
  4. 4. Most of the contact centres are not fully equipped in handling these disasters. In case of emergencies and server failures, the cloud contact centre can utilise a cloud based service provider as a backup. The contact centre has to pay the cloud based provider a minimal monthly license fee per employee backup. If something goes wrong, the calls are immediately re-routed to these backup agents without a single point of failure. The backup agents usually reside in a different location. This is generally less expensive than leasing a shared space. With hosted solutions, the contact centres can utilise the same incoming phone numbers of their customers and provide an efficient transition. This helps the contact centres in retaining the customers and their trust. Efficient Dialing and RoutingThe Asia-Pacific Cloud solutions offer various core technologies and capabilities such asregion had 2.2 automatic call distributor (ACD) with skills based routing, computermillion agent telephony integration (CTI) to facilitate integration with CRM systems andseats in 2010. databases, Predictive Dialing and interactive voice response (IVR) withThe region speech recognition.recorded 8.5%growth in the With universal queuing capability, cloud ACD routes phone calls and chatsagent seats in made to the service number to the next available agent via a single queue,2010. regardless of their location. It shortens the queue and the caller spends less time in reaching an agent. Cloud ACD can route the contacts to the appropriate agent based on contact type and agent’s skill sets. Priority routing helps in prioritising the calls and chats from specific customers over others. The calls of premium customers are immediately routed to the available agent. This speeds the service by reducing the hold time. The hosted predictive dialing is the best tool for outbound calling campaigns. It connects agents to the calls answered by humans and not voicemail or busy signal. This improves accuracy by predicting agent availability and average length of the call. With predictive dialing solutions, you can minimise the cost per lead and place up to three times more calls in less time. They help in generating more profits by supporting profitable telemarketing campaigns. They can also fill sales pipelines through a campaign targeted to thousands of customers in one manageable task. The agents can gain more leads and maximise sales quotas. The implicit call scripting allows the campaign administrators to easily define a set of agent questions and responses to meet sales expectations. Agents can monitor their leads throughout the sales process from the lead generation to the end of their life cycle. With the integration of CRM system and other databases, the customers can be identified the instant they call, by their profile menu. CTI helps in providing the details such as past purchases and other activities of the customer, enabling the agents to serve customers efficiently and quickly. 3
  5. 5. APAC - Cloud The hosted IVR solutions address many of the concerns and challengescontact centre associated with speech enabled IVR implementations. Users of various sizesapplications can find the solutions for all their needs. The solutions offer flexible pricingmarket posted a models. Some are based on the cost per minute, others are based on3.4% growth in success rates and some others on completed transactions. They handleH1 2010. 45% to 75% of all the calls received by an inbound contact centre. This reduces the work load of the agents and makes manager’s job easier and customers happier. Upgrade BenefitsCloud contact The provider (hosting company) of cloud solutions takes the responsibilitycentre market of of future upgrades. Technology management is done centrally and it isthe Asia-Pacific provided as part of the service. When the hosting company improves orregion set to upgrades the platform, the customers can get all those benefits without anygrow at a CAGR of additional charge. Providers are regularly improving their platforms by15.4% till 2016. adding new functionality based on the feedback of customers. Rising interest in cloud model has favoured the hosted contact centre market in the APAC region. The cloud contact centre applications market posted a 3.4% growth in H1 2010. Research reports expect the cloud contact centre market to grow at a CAGR of 15.4% till 2016. Conclusion Hence, cloud platform is poised to be a vital player in contact centres now and in the predictable future. In its best form, it provides the means for information technology to be dispensed to customers as a service. The service offerings and products in the cloud model continue to grow every year. While choosing a vendor that hosts contact centre technology in cloud, we need to ensure the vendor’s ability to integrate with other systems such as CRM systems and databases. Having gone through this white paper, would you consider moving your contact center to the Cloud? The answer is obviously yes. 4