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The Latest

4 January 2022: RingCentral recently announced that it is expanding its telephony solutions through the Message Video Phone™ (MVP™) platform via a ‘bring your own carrier’ (BYOC) offering. The vendor will also enhance its service to enterprise call centre solutions by allowing Microsoft Teams clients in Australia to integrate the RingCentral app for embedded dialler integration, direct routing solution and fax, call-to-web and voicemail capabilities.

Why it’s Important

IBRS has observed a rise in the number of call centres integrating apps such as Microsoft Teams and Zoom in their operations for embedded phone features. In March 2021, MaxContact, a vendor of a Cloud-based call-centre solution, announced it is supporting integration of Microsoft Teams clients. 

The increased interest in integration of popular video collaboration solutions is a direct result of customers’ recent experiences with video calling. The pandemic has raised expectations for digital service delivery and omnichannel experiences.

IBRS predicts that within the next three to five years, video call centres will be common, and supplement existing in-house facilities. This will coincide with the majority of call centres adopting real-time agent solutions to off-load common service requests and free up operators to offer a deeper, hyper-personalised care that will increasingly include video. These companies will also leverage advanced real-time analytics and artificial intelligence that will accurately detect client sentiment and reaction in every digital interaction.

However, while white-glove service is ideal and will be the norm in the coming years, two challenges will arise. First, even if the technology is already available, it is too early to determine which industries will lead the way and what impact it will have on traditional call-centre outsourcing models. For instance, Australian banks have relocated their call centre operations back to Australia to streamline communications and quickly resolve issues firsthand.

Second, will be the value of outsourced call centres, especially in Asia Pacific where millions of business process outsourcing (BPO) workers in the Philippines cater to telecommunication, banking and insurance customers in the United States, Australia, Europe, Canada and Japan. Video calls will require more than just accent training to make it appear that the servicing company is based locally. The entire user experience - including the call centre environment - will need to be ‘localised’ for different markets.

Who’s impacted

  • CIO
  • Development team leads
  • User experience/customer journey teams
  • Customer service teams
  • Call centre teams

What’s Next?

Call centre managers must invest time in exploring new modes of communication with the aim of enhancing customer relationship management (CRM) tools. However, given that it is highly profitable for vendors to take advantage of this trend in the next five years, call centre solution vendors will be looking for ways to differentiate themselves, while also supporting a wide range of common integrations.

Related IBRS Advisory

  1. VENDORiQ: Why is Zoom Pivoting? Do You Need to Be on Top of the Fourth-Wave of Unified Comms?
  2. Better Practice Special Report: Microsoft Teams Governance
  3. VENDORiQ: CommsChoice becomes Australia's first vendor of Contact Centre for Microsoft Teams Direct Routing

The Latest

16 August 2021: Zoom is best known for its video conferencing solution, which set new standards for ease of use and quick adoption, which in turn saw its usage skyrocket during the first months of COVID-19 lockdowns. The firm’s brand is now so ingrained that staff often refer to video conferencing as ‘zoom calls’ and the public use the terms ‘zooming’ and ‘zoom me’, even when Zoom may not be technology in use. Unfortunately for Zoom, its strong brand recognition with video calls often obscured the breadth of its unified communications (UC) ecosystem.

Zoom is attempting to reposition its brand as an end-to-end UC platform. The topics for its planned Zoomtopia summit, scheduled for the 14th of September, are clear indicators of where Zoom will focus its efforts in the coming year: 

  • Public sector
  • Education
  • Healthcare
  • Financial services

IBRS recent interviews as part of the Cloud economic study found these four sectors have all been particularly impacted by COVID-19 in terms of service delivery volume and increasing expectations on multichannel (if not omnichannel) experiences. So Zoom’s targeting makes sense. 

Why it’s Important.

The requirements for UC are shifting from internal standardisation (cost optimisation, ensuring staff can communicate efficiently and switch between communications modes) to external flexibility (delivering services using end-points that the public have on hand). It is for this reason that both Microsoft Teams and Zoom are finding their way into call centre strategies. It is not just that these video communications technologies fit within a larger communications ecosystem, but that the majority of the public are familiar with the services and likely have clients already installed on their devices. The mature wave of UC, which IBRS introduced 14 years ago, is moving from the trailblazers into the mainstream.

Who’s impacted

  • User experience / customer journey teams
  • Development team leads
  • Customer service teams
  • Call centre teams

What’s Next?

There two key triggers for replatforming an organisation’s UC environment, or at least introducing a new UC platform:

  • An overhaul of call centres, possibly in conjunction with CRM modernisation.
  • Replacement of legacy PBX or VoiP solution

 

Related IBRS Advisory

  1. Unified Communications: the future is full of MUC
  2. Unified Communications: Justifications and Predictions
  3. Special Report: Using Lessons from Activity-Based Working to Redefine the Post-Pandemic Workplace