The Latest

28 March 2021: MaxContact, vendor of a Cloud-based call-centre solution, announced it is supporting integration of Teams clients. Similar vendors of call centre solutions have announced or are planning similar integration with Teams and/or Zoom. In effect, the most common video communications clients are becoming alternatives to voice calls, complete with all the management and metrics required by call centres. 

Why it’s Important

The pandemic has forced working from home, which has in turn positioned video calling as a common way to communicate. There is an expectation that video calling, be it on mobile devices, desktop computers or built into televisions, will become increasingly normalised in the coming decade. Clearly call centres will need to cater for clients who wish to place calls into the call centre using video calls.

But there is a difference between voice calls and video that few people are considering (beyond the obvious media).  That is, timing of video calls is generally negotiated via another media: instant messaging, calendaring, or meeting invites. In contrast, the timing for voice calls are far less mediated, especially when engaging with call centres for service, support or sales activities.

For reactive support and services, video calls between a call centre and a client will most likely be a negotiated engagement, either instigated via an email or web-based chat agent. Cold-calling and outward bound video calls is unlikely to be effective.

The above has significant implications for client service and support processes and call centre operations.

Who’s impacted

  • CIO
  • Development team leads
  • Business analysts

What’s Next?

The adoption of video calls by the masses is here to stay. Video calling is not a fad, but it will take time to mature. 

Having video support and services available as part of the call centre mix is likely to be an advantage, but only if its use makes sense in the context of the tasks and clients involved.  

Organisations should begin brainstorming the potential usage of video calls for serving. However, adding video calling to the call centre is less of a priority than consolidating a multi-channel strategy and, over time, an omnichannel strategy.  

Related IBRS Advisory

  1. Better Practice Special Report: Microsoft Teams Governance
  2. Evolve your multichannels before you try to omnichannel
  3. VENDORiQ: CommsChoice becomes Australia's first vendor of Contact Centre for Microsoft Teams Direct Routing