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