Innovation that Accounts for Increased Mobility
Today Avaya announced Avaya Mobile Experience, an innovative offer initially targeted at enterprise contact centers to help them expand the range of digital interactions for their customers, as well as to accelerate the velocity of their digital transformation. Personally, it is a special day for me as I’ve been driving towards this vision and offer for more than a couple of years. There is a strong development-minded and innovation-oriented team at Avaya delivering this new offer to the market.
With the Avaya Mobile Experience, we pose the question: Is there a way for enterprises to take advantage of the rising number of mobile phones—many of which are smart phones—being used to call into contact centers today, that creates a better experience for the customer and greater cost efficiencies for the enterprise? The answer is a resounding, YES! And here’s how.
Unlike products Avaya has introduced into the marketplace such as Contact Center Elite or Avaya Aura Contact Center, Avaya Mobile Experience is different. It is different because it is not a product, rather it is a service. The service is rendered from software that sits on the newly created Avaya Cellular Business Network . There are three main elements to this service:
- Carrier-scale Mobile Core
- Pay-as-you-go Mobile Network
- Software assets that sit atop the mobile network
Given Avaya’s leadership and legacy in enterprise communications, we found a willing and energetic mobile partner. We partnered to source a carrier-scale Mobile Core and the pay-as-you-go Mobile Network. The Mobile Experience software that then sits atop the network was created in-house by Avaya. All together, these elements make up the Avaya Cellular Business Network.
How Does Avaya Mobile Experience work?
This pay-per-consumption service starts by first identifying whether a call destined for a number owned by the subscribing enterprise originated from a wireless network or not.
If it is from a wireline network—a landline phone—then it is treated like an ordinary inbound call attempt. However if the call is recognized by the Avaya Cellular Business Network to be from a cellular network, then we can provide special treatment and add contextual information about the call as pre-programmed by the enterprise.
An example of a special treatment the enterprise might offer is the ability to automatically move the mobile callers to a lower cost, more fit for purpose digital channel. In this case the caller would be asked if they would like a smart phone web or app experience. If the answer is yes, then the caller will be sent a personalized (text) message containing a link to an app or webpage for them to click on and access the information they are calling about. At this point, with the customer now connected to the business via self-service text and web channels, the voice portion of the call terminates automatically. What would have been an expensive voice self-service interaction will be an inexpensive and more satisfying digital self-service interaction with Avaya Mobile Experience. This advances that enterprise’s digital transformation adoption.
If in the course of the digital interaction, the caller still wants to interact with a real person, then the web or app can escalate to real-time media be it voice, video, or screen share (or even co-browse with an agent) giving the customer a mobile, omnichannel experience.
Added Context for Better Customer Experiences
Likewise, when the mobile caller does not want to use the mobile web or an app, then they may be offered a segmentation menu via voice recognition. After selection, the caller will be routed to the contact center via a SIP trunk. However, unlike traditional carrier SIP services, with Avaya Mobile Experience the routing of the mobile customer will include added context that is encapsulated in a special SIP method, known as a MIME attachment.
Additionally by interacting with the cellular network the caller is using, Avaya Mobile Experience verifies the authenticity of the phone’s number and knows about the phone’s home geography. This increases the fidelity of that context. Geographic routes are more effective from the core as a result. Also caller-ID is far less likely to be spoofed. These benefits extend to contact centers universally irrespective of vendor technology.
The added context of the MIME attachment helps the contact center better service the customer. There is no restriction of how the context is consumed. The MIME attachment can be consumed by an SBC or SIP router and then used to influence CTI methods to add context to the call. A modern Avaya Contact Center, for example, might use a Breeze Snap-in for such a purpose.
The net effect is that the contact center can now better service the mobile caller. It helps propel the digital transformation of the contact center and the enterprise. Avaya already has many patents pending for this innovation, and the approach allows us to apply methods for other scenarios that will also reduce friction between the customer and businesses serving them.
Wait! There’s More!
We are also announcing an Identity as a Service solution. This service helps solve the ever-growing problem of ensuring that the person on the other end of the connection is exactly who you need them to be.
As with Avaya Mobile Experience, Identity as a Service also has a no friction adoption method that means consumption billing for what is used, no long term commitments, and a very easy and compelling pricing structure. And we have other ideas that expand into the Unified Communication space and even payment facilitation. Whenever you wonder whether it truly is a new day at the newly public Avaya, just check out our innovations. We are here to reduce the friction of innovation and transformation.