What Engagement Means for the Midmarket

Large enterprises know Avaya well: We have a successful track record of designing, building and deploying the world’s most complex and customized communications solutions for the world’s best-known brands. In recent years, we’ve steadily taken those large products and virtualized them into standard modules for the midmarket, helping unlock value for the world’s fastest-growing companies.

Midmarket customers and large enterprises have the same goal–to improve engagement between team members and customers.

Whenever I speak at industry events, I often get asked two questions: “What does engagement mean for my business,” and “Why is Avaya investing in the midmarket?” I’d like to address those two questions today, so potential customers and partners can understand Avaya’s perspective on the challenges and opportunities presented by the midmarket—and the reason why we’re committed to serving this market segment.

What Does Engagement Mean For My Business?

Here at Avaya, we provide a comprehensive portfolio of solutions to drive simple, human-centric communication and collaboration deep into business processes, which ultimately helps create business value.

Traditionally, we have categorized our products under three umbrellas: Unified Communications, Contact Center and Networking (with a robust set of professional services to simplify planning, deployment, configuration and management of these products).

The problem is, these labels succeed at describing what our solutions do, not how, why or where they do it. These contextual questions get at the ways our solutions create business value and hone our customers’ competitive edge.

Technology has fundamentally changed the way we interact. Those changes are reflected at work, and with our customers. Avaya’s history has been centered around improving human connections, delighting customers and energizing employees.

This is the essence of engagement. Our solutions don’t just make it easy for an employee or customer to reach an expert or a salesperson; we enable a business outcome by making it easier for these potential communicators to access expertise and acquire goods and services.

We refer to this context-aware communication and collaboration as engagement—the active connection of team members and customers with the information, experts, and decision-makers they need to complete the task at hand.

Our Team and Customer Engagement solutions drive faster, more natural, and more focused communications and collaboration, and ultimately drive customer satisfaction and revenue.

Why is Avaya Investing in the Midmarket?

The midmarket (defined as companies with 100 to 2,000 employees) is the growth engine of the global economy, representing about a third of the world’s GDP, and growing twice as fast as large enterprise companies. Moving at this pace requires nimble, agile, aware processes and decision-making, enabled by the kind of Team and Customer Engagement solutions available from Avaya.

Midmarket companies often rely on consumer-grade cloud solutions to enable their communications and collaboration. While these solutions are easy to adopt and quick to initiate, they often lack the ability to integrate with business applications and processes, presenting threats to data security and communications privacy. Avaya CEO Kevin Kennedy explored this topic in his recent white paper, “The New Rules of Engagement: How to Succeed in 21st Century Business Communications,” where he cautioned business owners against launching siloed products with consumer-grade data protection in place.

For every widely-publicized corporate data breach, there are many others that are quietly handled outside of the public’s eye. Data breaches can be catastrophic for growing businesses, and Kennedy urged companies to take a closer look at how data is shared among applications, internally with team members, externally with partners and across the corporate network infrastructure.

Midmarket companies have a great deal to gain from adopting engagement solutions. Roughly half of midsize companies are moving toward a single, consolidated UC solution, and approximately a third consider ease-of-management and ease-of-integration as key purchase criteria. Avaya delivers secure, reliable, dependable and easy-to-manage engagement solutions that can be connected to business applications and processes via open standard APIs.

Decades of experiences have informed our R&D teams as they’ve developed solutions for the midmarket. Virtualizing these market-leading solutions ensures engagement can be deployed virtually anywhere.

Engagement is the future of business communications, and we believe we’re uniquely positioned to lead this market into the future. Midmarket companies have a tremendous amount at stake in adopting engagement solutions because they depend on nimble business decisions to compete and win. We’re committed to building the world’s best engagement solutions for the midmarket.

For more on the midmarket and engagement, read the recent white paper from Avaya CTO Laurent Philonenko, “The New Rules of Engagement for Midsize Businesses.”

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Customer Journey Analytics vs. Traditional Analytics—Know the Difference

It’s expected that 60% of all large organizations will develop customer journey mapping capabilities by 2018. Why? Because the average consumer isn’t so average anymore. Consider that a typical customer now owns three personal mobile devices, each with anywhere from 10 to 20 downloaded apps. This individual owns an average of five social media accounts, nearly three of which are actively used. Additionally, the average office worker receives up to 121 personal emails per day. Just imagine what these figures look like for consumers on the high end of this engagement spectrum.

To get a snapshot of my own activity, I followed these simple instructions to figure out how many emails I receive. It’s 10 a.m. and I show 59 emails received (up from 47 just two minutes ago). And tweets average around 6,000 per second—I have 1,175 in my queue based on who I am currently following. The question is: How do you bring your email, tweet, post, or blog to my attention amid all the clutter?

When we look at what this means to customer experience it is worth noting that we’ve reached a point where over 40% of customers now use up to seven different channels to interact with brands, from live chat to email to social media to SMS. Businesses increasingly understand this fact, and they’re taking the necessary steps to ensure they can deliver consistent, contextualized experiences across various channels and devices.

Each of the devices and channels offers its own set of diverse scenarios for linking to other devices and channels, making no two customer experiences the same. The not-so-good news is that businesses are still grappling to understand customers’ actions across these various touchpoints. They need to leverage data but, in fact, 43% of companies currently obtain little tangible benefit from their data, while 23% admit they derive no benefit whatsoever. Organizations are struggling to create a data strategy that delivers the insights needed to drive anticipatory engagement and repeat spending.

The bottom line is that a business can support virtually every interaction channel. However, without a comprehensive view of the data generated and shared across those channels organization-wide, it will fail. Supporting an array of channels is simply not enough. Businesses must gain an inherent understanding of how customers are using these channels so that they can adapt, evolve and change as needed. This is where the ability to understand your data—specifically, customer journey analytics—becomes vital.

The solution here may be simple to describe, but implementing it isn’t. Adopting customer journey analytics means businesses must now support a powerful, real-time visualization of the customer journey across all lines of business, not just the contact center. They need a roadmap to continually reinvent key processes and fine-tune organizational behavior. They must harness real-time and historical data across all channels and devices to intuitively understand customer needs and optimize business outcomes. Most challenging of all, they must do this in a way that shows tangible ROI and improves TCO.

To make customer journey analytics work, businesses must take a critical step from ideology to implementation—a move that can often feel like a leap of faith.

But there’s good news: technology has evolved to a point where companies can now easily, effectively and cost-efficiently achieve these core data objectives. The key is investing in an extensible, omnichannel customer engagement solution.

Your customer engagement solution should boast simple capabilities. It should be pretty easy to create and manage dynamic, multi-touch customer journeys. And you need a built-in, flexible analytics and reporting platform to deliver a single, comprehensive view of customer data across all sources, both internal and external. This lets you compete using customer journey analytics, and also easily add third-party data sources to amplify their strategy.

A customer engagement platform redefines the way businesses engage with digital consumers. Here’s how customer journey analytics stand apart from traditional reporting and analytics:

  • Obliterates Siloes: A siloed environment is the greatest barrier to data success, and it’s affecting more businesses than we realize. According to Deloitte’s 2017 “Contact Center Benchmarking Report,” nearly 60% of customer channels are currently being managed in silos. Analytics integration is vital for competing on customer experience (CX), an initiative that traditional analytics tools simply can’t support.
     

    Built on open, extensible architecture, a customer engagement platform has unparalleled flexibility for gathering transactional information from numerous different channels (IM, co-browsing, SMS, phone, email, IoT) and devices (phone, mobile/tablets, branch, desktop, kiosks). This enables companies to flexibly collect, process and analyze all real-time and historical data. They gain a rich visualization of their customer journey enterprise-wide. This means consistent, contextualized experiences no matter where and when interactions begin, end, continue—and no matter how many company agents are communicating with the customer.

  • Seamlessly combines internal and external data sources: The open nature of a customer engagement platform enables companies to combine internal data with that of virtually any other business intelligence (BI) tool. For example, insights collected internally can be combined with data from visualization tools from leading providers like MicroStrategy, Oracle, SAP and Tableau. This lets managers maximize the return on their existing investments, while driving their potential beyond what was initially imagined.
     

    Furthermore, this unique ability lets managers generate cradle-to-grave customer interaction reports, enabling them to identify innovative new ways to meet consumers’ evolving needs. Chances are you’re not going to get this with traditional reporting and analytics platforms.

  • Transforms the agent experience: A holistic customer engagement platform redefines agent and supervisor experiences by allowing companies to easily create, customize and integrate key applications for specific work groups. Supported by an advanced software development kit, companies can build their own contact center apps, or embed specific functions into their existing apps, to customize desktops for any unique customer/agent configuration. The solution represents a revolutionary way to serve digital consumers. And, it offers managers a new avenue for analyzing performance metrics for all ways customers are served.

With customers using more digital channels than ever, it’s clear that now is the time to adopt customer journey analytics via a customer engagement platform.

Interested in learning more or chatting about transforming your analytics environment? Contact us. We’re here to help and would love to hear from you.

Join us for the Transformational Journey: Avaya Evolutions is Now #AvayaENGAGE

For over 11 years Avaya Evolutions Mexico has been the milestone event for Mexico’s technology market, with over 3,000 visitors in each edition. This year Avaya Evolutions transforms into #AvayaENGAGE Mexico. Following Avaya Engage events in Dubai and Las Vegas, this is the third and final location on our tour, and the largest thought leadership event in Latin America. This must-attend event brings together top senior executives, industry leaders, technology innovators and key decision makers to reimagine the possibilities of Digital Transformation and Cloud.

In the past, Dr. Zedillo, Former President of Mexico; Felipe Calderon Hinojosa, former President of Mexico; Jose Fernandez, NASA’s first Mexican American Astronaut; Steve Wozniak; and Guy Kawasaki have all been a part of Avaya Evolutions.

Evolutions began in 2006 in Mexico as the annual premiere technology forum before expanding internationally in June 2010. The Evolutions tour gathered over 30,000 attendees in 15 different cities across the U.S., Central America, and South America, receiving the Internationalist’s Innovation Global Media Award in 2012. The success of these global events was made possible by the continuous commitment and support of our partners and sponsors.

When customers join us this June in Mexico City, they will be introduced to the latest concepts on smart digital economies from forward-looking organizations. At the Digital Transformation Lounge, customers can experience innovative demonstrations and view software solutions live.  

Join us to learn how the experience is everything. Gain knowledge and insights to make informed decisions to support your digital transformation journey.

We are bringing together an exciting lineup of keynote speakers at #AvayaENGAGE Mexico. We’re featuring Kevin Kennedy, Avaya CEO; Morag Lucey, Avaya CMO; and Gary E. Barnett, Avaya Senior Vice President and General Manager, Engagement Solutions. You can find us on Twitter @Avaya. Follow us in early May as we announce our very special guest speakers.

Join us in Mexico City on June 21 for a can’t-miss next-gen experience. I hope to see you there!

Winning the CX with Apps, Integrated Data Views, Custom Agent Desktops

An estimated $6 trillion in global revenue is up for grabs due to dissatisfied customers constantly switching providers, seeking a better customer experience—CX. From finance to retail to hospitality, it seems virtually every industry is grappling with above-average customer churn. Why? Technology has evolved to a point where there is now an inconceivable number of ways for customers to engage with brands, creating a communications environment that many companies simply aren’t set up to handle.

Think about it: if customers aren’t connecting with a brand using one of their three personal mobile devices, they’re leveraging a myriad of other channels and connected platforms to research, communicate and engage. Consider that 150 million emails and 2.4 million Google search queries were sent last year per minute. In that same 60 seconds, almost one million customers were logging into Facebook, and almost 350,000 new tweets were being posted. Over 50,000 apps were being downloaded per minute through the Apple App Store, and over 20 million messages were being sent via communication apps like WhatsApp.

If these statistics show us anything, it’s that experience is everything. The average consumer today uses a combination of the above channels to engage with his or her favorite brands. In fact, in 2014, over 40 % of customers were already using up to seven different service channels including live chat, email, social media, SMS and traditional phone.

The Entire Organization Contributes to the CX

In this next-generation communications environment, a series of unique interaction touch points are created to form a dynamic, inimitable customer journey, as Avaya’s Bernard Gutnick discusses in his blog “Customer Journey Maps Help Strengthen Relationships.” This journey extends across an entire organization, regardless of business line or function. It transcends the limitations of time and space. Conversations continue where they last left off and are routed to whoever is best fit to help, regardless of where that expert resides within the organization. As mentioned, however, many companies aren’t set up to handle this kind of environment from an architectural standpoint. Just consider companies in industries like government, where 71% of federal IT decision makers still use old operating systems to run important applications

Communications-Enabled Applications

To create this revolutionary environment, businesses must operate on open, agile infrastructure that enables them to build any communications-enabled application organization-wide. In today’s smart, digital world, companies need the speed and flexibility to design, build and run unique applications to meet constantly changing customer needs and business requirements. This open environment supports businesses with a contextual, 360-degree view of the customer journey—a view that seamlessly extends across all teams, processes and customer touch points to deliver unparalleled brand experiences.

These apps need to be easy for IT to create, deploy and manage, and they must be agile enough to serve multiple departments to improve ROI and TCO. Driven by the right tools and strategies, every employee must be empowered to do his or her job at maximum potential each day. As we’ve mentioned time and again, gaining a 360-degree view of the customer means serving both contact center and non-contact center environments within a company. This is exactly why best-in-class companies are 30% more likely to align their entire organization around the customer to ensure consistency and contextualization.

Integrated Data Views and Custom Agent Desktops

Here’s how this next-generation communications environment specifically works:

  • A full library of customer engagement capabilities for contact centers—plus team engagement APIs to build business apps for almost any computer environment (i.e., Mac, Windows, iOS, Android and Javascript)—enables businesses to continually reinvent the communications experience, thus reimagining CX possibilities and business outcomes. This is how any expert can be made available for any customer inquiry or issue regardless of their location within the organization.
  • Companies can build their own contact center apps, or embed specific functions into their existing apps, to customize the agent desktop for any unique customer configuration. This ability to instantly innovate customer communications enables organizations to anticipate and respond to the speed of the consumer. Keep in mind that virtually anyone should be able to oversee these customizations, be it the company’s development team, system integrators, or the provider’s professional services team.
  • To know where your customers want to go, you must first know where they’ve been. With CRM information directly integrated within its interface, a web-based application empowers agents with a single, integrated browser view. This enables employees to view all data—both historical and real-time—across every fathomable interaction channel. This means an agent seeing that a customer communicated with a chatbot twice over the last two days about a billing error, for example. Agents will never have to wonder what steps were taken prior to their interaction with a customer, and consumers will never have to repeat the same information or be transferred across multiple different agents. Also keep in mind that this move to a web-based application offers contact center operators more flexibility to leverage general purpose browsers on a range of computers such as Macs, PCs and Chromebooks. This not only eliminates the need to upgrade client apps, but allows companies to customize the layout of each contact center so that information matches the requirements of each individual operation.

As technology continually evolves, businesses will have no choice but to press forward if they wish to perform at the speed of the consumer. Experience is everything, and organizations need a new way to design, deliver and manage customer engagements. With customers now using more digital channels than ever to engage with the brands they love, it’s clear that customer-based business applications have won the war.

Interested in learning more or chatting about transforming your environment? We can help enable you to compete and win the hearts and minds of your employees and customers. Contact us. We’re here to help and would love to hear from you.