UC Advanced - issue #3


Overcoming legacy technology challenges is key to meeting modern customer needs Communication is still key according to Martin Taylor, Co-Founder and Deputy CEO of Content Guru

Modern business is built on customer interactions. Establishing and building relationships with a loyal customer base through providing an excellent customer experience (CX) is essential to any organisation seeking to survive and thrive. Whether through phone, email, chat, social media, SMS or other ways of communicating, businesses need 24/7 omnichannel availability, via the customer’s communication channel of choice. With almost half of customers now preferring to solve their queries using digital, social and self-service methods, consumer demands for digital interactions are only going to grow louder and more insistent. Interactions between companies and customers through digital channels are on the rise, with 92% of CX leaders predicting digital self-service interactions to increase more than any other engagement channel this year. It is therefore perhaps unsurprising that increasing the use of digital channels is the top priority for 85% of organisations before 2025. Despite advances in communications technology, many businesses still rely on legacy on-premise solutions, built using outdated telephony-era infrastructure that simply won’t meet the demands of modern consumers. How can CX professionals stay on track and embrace technology to deliver exceptional customer experiences consistently? By adopting a cloud-focussed omnichannel approach, businesses can enhance customer experiences, streamline communication processes and stay ahead in the competitive landscape of customer communications. A cloud-focussed approach allows brands to

adapt and meet needs more effectively – here are some of the areas in which such an approach can ‘win’. Omnichannel Capabilities Customers want outstanding, authentic and consistent digital experiences. Businesses that integrate with multiple self-service, digital, social and voice channels, whilst retaining and displaying previous customer interactions, have a CX advantage. Gone are the days of voice-only call centres, where customers waited on the phone in long queues to find an answer to their query. With omnichannel, whenever a customer calls, emails, texts, or interacts with a business using a chatbot, the experience is consistent, on-brand and centred around the consumer’s channel of choice. This approach increases the chances of achieving first-contact resolution (FCR), as well as saving time on both sides of the transaction. It should come as no surprise, then, that organisations are prioritising omnichannel capabilities in their CX strategy, with the number of businesses investing in omnichannel CX quadrupling pre-pandemic, and then continuing to grow ever since. On-premise, disjointed solutions struggle to maintain seamless omnichannel capability, leading to uneven customer journeys and poor CX. On the other hand, omnichannel cloud contact centres support cohesive integration between different channels, without requiring additional solutions, allowing customers to leverage multiple channels of their choice. Artificial intelligence (AI) makes delivering great CX even easier. With AI, customers can

Martin Taylor Co-founder & Deputy CEO


Gone are the days of

voice-only call centres, where customers waited on the phone in long queues to find an answer to their query.


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