UCaaS and CCaaS: Benefits and Metrics for Success
Metrigy reports that by the end of this year, 60% of companies will have formal customer experience transformation projects underway. At the core of this transformation are technologies that fundamentally change brand interactions, allowing customers to communicate how, when, and where they want while empowering the employees who serve them. To make this a reality, companies need to integrate their Unified Communications (UC) platform with their Customer Service platform. By tying together collaboration and the contact center, organizations can offer a single, unified experience (a.k.a. a total experience) that satisfies the everything customer and everywhere employee.
Over 60% of companies have already integrated their UC and contact center platforms as of December 2020, and another 13% plan to do so this year. Top reasons to integrate include:
- Using collaboration apps internally for customer service reps (agents) and supervisors: Use the same company-wide collaboration apps (meetings, team collaboration, voice/telephony) for both agents and supervisors. For example, supervisors can use team workspaces for agent training, coaching, or team meetings and updates.
- Integrating agents with other employees to collaborate on projects or key customers: Integrate agents (sales or customer service reps in the contact center) with other employees organization-wide to collaborate on key customer and business initiatives. For example, a sales team collaborating in a team workspace on a key customer can bring in contact center resources to provide input on recent interactions.
- Extending access to collaboration apps to customers: Give customers the ultimate experience by providing accessibility to your employees’ collaboration apps. For example, an investment firm can allow high-net-worth clients to access its account teams’ presence status, team workspaces, and other methods of communications and collaboration for always-on, VIP service.
- Bringing in non-agent subject matter experts from across the organization to address customer issues: Metrigy reports that only 35% of organizations bring in non-agent experts to address customer issues as needed. This is expected to drastically increase in the coming years as companies develop new policies and processes for agents to reach out to other employees to assist with customer interactions.
It’s important to note that though UC and contact centers can be integrated with on-premises platforms, organizations are more likely to do so (and experience better benefits) in the cloud, especially when facilitated by a common platform with tight integration managed by a single provider. Metrigy found that among those organizations that have completed integrations, two-thirds use cloud contact center (CCaaS) platforms and 34% are on-premises.
Metrics for Success
When calculating before-and-after success of advanced customer experience initiatives, Metrigy found that revenue increased approximately 53% when organizations integrated UC and contact center versus approximately 43% for those that have not. Agent efficiency also improves when organizations integrate the two platforms (approximately 31% with integration versus 22% without). Operational costs also decrease by 6% and customer satisfaction (CSAT) scores increase by nearly 35% when integrating UC and the contact center.
As mentioned earlier, some of these success metrics are higher when organizations use the same provider. Metrigy found that organizations using the same provider experience a 54% revenue increase versus 25% for those not using the same provider. For CSAT ratings, those using the same provider experience a 37% improvement, compared to 29% for those with different providers.
We’ll dive deeper into this topic at Avaya Engage Orlando.