Team Engagement: The Value is in the Business Processes

For unified communications vendors like Avaya, developing technologies, features and capabilities represent the table stakes, while delivering business value on top of that foundation leads to market success.

Developing and using great new technology is thrilling for technology-centric organizations: just say WebRTC, H.265, directory federation, zero-trust security, or even single sign-on in a technically-competent circle and watch the conversation blossom.

Technology isn’t enough. Knowing and implementing the APIs and SDKs, protocols and standards, features and capabilities, even graphical and voice-activated user interfaces represent the important “table stakes” in developing and delivering unified communications to market. It is not, in my opinion, the route to market success or customer satisfaction.

Many market leaders today are trying to shift the conversation from technologies and capabilities to user experiences. Avaya has embraced this shift in part by referring to our traditional unified communications portfolio as Team Engagement Solutions–focusing on the value we provide to our users, and not the features we deliver.

This is a great first step in actually articulating the business value of implementing unified communications by concentrating on how information workers take the solution in hand to help complete their job.

User experience should not be confused with user interface. The user interface design team concerns itself with menu tree optimization, presentation of options, and time/motion studies to access the capabilities of the system; in short, what a person does to interact with a system. User experience starts from that foundation and considers the user’s relationship with the solution and how they integrate that into their daily processes–in short, how they feel when they use the system.

It is possible for a solution to have a world-class user interface and a terrible user experience.

Think of the way Mark Zuckerberg organizes the Facebook offices: Web designers who create the look and feel of Facebook are within arm’s reach of his desk, while the architects and engineers are a layer away. He knows where they are when he needs them, but they are not in his face.

Mirroring his users’ experience, the engineers who create the architecture that makes the user experience possible are hidden from view, just a few steps away from the Web designers who deliver Facebook’s public persona and value.

This brings us to the central issue–as unified communications solutions providers have learned the hard way over the past decade, simply replacing a PBX, interfacing with an email solution, connecting to a corporate directory, and delivering video connections is not enough. Framing your UC solutions as a replacement for existing and developing solutions sets vendors up to compete in a price war, robbing their company of the financial resources required to rapidly deliver future innovation that enables their customers to use communication and collaboration as a competitive advantage.

Knowing the business value of communication and collaboration–the processes that are both critical to achieving competitive success and are most likely to be bogged down by delayed human interaction–is key to selling the value of unified communications or Team Engagement.

Even a large company like Avaya is not able to have deep relationships with every buyer, user and decision-maker in the market to really drive every sale–particularly when we address the midmarket. This is why Avaya has committed to the channel and supports distributors and resellers that innovate in the delivery of solutions.

As an evangelist for cloud-based solutions, I see the technical components and capabilities required for engagement solutions to succeed in the market rapidly are out of the lab and ready to be implemented across our ecosystem.

With core technology from Avaya Labs delivering world-class capabilities, a cloud-based architecture to deliver upgrades, new services and manage configurations, and an ‘as a Service’ business model to flex capabilities and volumes with business needs, OnAvaya solutions allow our business partners to work closely with their customers to solve business problems, instead of resolving technology issues.

Avaya has a wide variety of service providers, systems integrators, and cloud-focused companies proving the value of OnAvaya cloud solutions by winning deals. Danish service provider, Cirque, was serving 5,000 users nine months after going live with an Avaya-powered hosted communications solution.

When HP and Avaya agreed to a partnership to deliver cloud-based engagement solutions, Mike Nefkens, EVP and General Manager, HP Enterprise Services said, “The partnership with Avaya supports HP’s larger vision for the New Style of IT.”

Avaya is also working with Google to deliver solutions that combine the engagement expertise from Avaya, and the cloud expertise from Google.

We have service providers and systems integrators proving this value by winning deals at marquee clients like Verizon selling OnAvaya cloud-based engagement solutions to federal and state governmental agencies, or HP signing five new contracts with enterprise customers to deploy OnAvaya Cloud solutions in the first quarter of our joint cloud initiatives, or working with Google and their partners to sell OnAvaya solutions to clients like Vegas.com.

At the end of the day, this makes the business partner a trusted advisor who is able to engage in conversations about how to evolve business processes–and that is the great promise of cloud and engagement solutions.

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