We live in a digital-first era, where the means of communication at our disposal have grown exponentially. Emails, social media, app notifications, chat messenger-based services, and chatbot now complement more traditional channels of communication. Yet, most of the customers prefer speaking over the phone with someone from the brand. Phone calls can provide more immediate query re-solutions than an exchange over text messages or emails. They also make it easier for customers and businesses to communicate with and understand each other and enable a level of emotional exchange that is not possible through other mediums. This is why enterprises in sectors such as banking and retail, which typically deal with much higher volumes of consumer queries, often have a service team in place to handle customer queries. However, we are now living in an unprecedented time when a viral outbreak is sweeping across the globe and completely disrupting life as we know it.
Cloud Communication suite: Preparing for the new Covid-19 waves, emerging business needs amidst the post-pandemic digital churn
The most obvious impact of the COVID-19 outbreak is that the legacy systems that powered the enterprise telephony operations are no longer relevant. The employees – including those in the customer support, sales, and marketing teams – are now working from home, often using their own devices to access the digital tools that are supporting multiple operations.
With most of the employees now using cloud-based digital tools, the expensive hardware and infrastructure installed to manage inbound and outbound enterprise calls have become redundant, ineffective as they are to deal with the tech-driven shifts happening today. It does not help that a majority of such legacy telephony systems are not natively designed to support a digital-first model of work. Unlike other aspects of the digital operations, they cannot be easily scaled up or down when the demand fluctuates. As a result, enterprise resources are constantly either underutilized or overstressed. Neither, from a business perspective, are ideal situations.
Moreover, there is the security aspect. The growing digital integration has blurred the lines between the real and virtual worlds, between personal and professional spaces. As a business growth drivers, we need to ensure that the confidential data of the companies, employees, and customers remains protected from cybercriminals looking to gain unauthorized access to it. Legacy systems are not well-equipped to do so, and that represents a risk that we cannot take.
On Cloud 9: Cloud communication framework for enterprises
With cloud telephony services, CXO(s) can ensure seamless connectivity between all stakeholders – whether internally within teams, or with the customers and vendors – while ensuring that support features such as IVR continue to function as normal. It can also drive higher productivity by eliminating all the hassles and bottlenecks associated with legacy systems, be it frequent system downtime or missed calls/leads and ensure seamless implementation of work-from-home policies.
Communication operations can also be quickly scaled up or down, as per the current business need, on a cloud telephony framework. The setup is quick, with zero installation charges, while there are no major infrastructural changes required to migrate onto a cloud-based platform. This ensures that the people are safe and business continues to function without a hitch – at a fraction of the costs associated with legacy telephony systems.
Besides enhanced efficiency, operational flexibility, and COVID-compliance, cloud telephony provides robust security to different business. The pandemic and the subsequent digital shift saw an upsurge in cybercriminal activity, such as phishing and ransomware attacks. Having the enterprise communications framework on the cloud allows to counter the increased security risk with a pre-configured unified threat management system.
CPaaS, Cloud communication platform as a service with real-time CRM integration is the new revolution for internal business collaboration as well as managing the key external stakeholders such as customers. The multitenancy features allow multiple customers to use the service at a same point in time. This applies to each customer within a secure and separate environment.
CCaaS (Contact Centre as a service) defines the need for requirement shift from a traditional contact centre to advance cloud-enabled environment enhancing the scale of operations. The transition highlights from the agency based capacity towards fluid contact centre operations.
Many enterprises – whether large organisations or SMEs – are also adopting AI, machine learning, and allied technologies in their business processes. New-age cloud telephony services can integrates to create an end-to-end digital contact center that combines different communications channels and uses cloud-based frameworks. This will allow businesses to provide expert assistance to the more specialized requests, delivering superior value and experiences to their customers.
The world around us is changing, and so must the way we do business. Opting for a cloud-based communications framework, powered by cloud telephony services, can help business navigate the pace of this change. It can help organisations design and deliver better experiences, build operational resilience, and optimize connectivity and communication – ringing a better, brighter future for them.
Authored by:- Mr. Aditya Kinra, Vice- President, Tata Teleservices Ltd.
(The views expressed in this article are by – Mr. Aditya Kinra, Vice- President, Tata Teleservices Ltd. . Technuter.com doesn’t own any responsibility for it.)