Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Upcoming Events


How To Enter the 2020 Members' Choice Awards - For Vendors




Outbound Communication: Taking Your Contact Center to the Next Level - RingCentral, Inc. - Blog

Outbound Communication: Taking Your Contact Center to the Next Level

Legacy contact center systems may have more impact than you realize in terms of the forms of customer support provided. While you may take today’s multimodal world for granted, it’s not the norm in the contact center, where agents can be challenged to meet customer’s communications expectations. Most contact centers are still telephony-centric, but that’s changing as they migrate to IP-based solutions, and that’s a good thing. What may not be changing, however, is how decision makers think about customer service in addition to new possibilities offered by today’s technologies.

A key characteristic of this mindset is the reactive mode of service, in which agents take customer inquiries as they come in. Given the sunk costs of a telephony-centric system, agents are evaluated on how efficiently they manage calls, and the objective is to make it easy for customers to call in and get help. Not only does this tie up agents to engage with customers in other ways, but legacy systems have limited ability to leverage other communication modes or to automate certain forms of customer service.

Given those constraints, contact center decision makers will have difficulty seeing how other modes of service provide new business value. This is where cloud-based contact center offerings start to make sense, especially for providing outbound communications options. I’ve addressed various facets of CCaaS (contact center as a service) in other posts here, but in terms of taking things to the next level, I want to now focus on outbound communications.

Legacy flavors are generic, impersonal, and aren’t very engaging for customers. With CCaaS, this mode has more intelligence once integrated with CRM, and that enables personalized communication that can be highly relevant and timely for customers. To recognize this new value, here are three ways of thinking differently for decision makers to consider.

1) Outbound is a new mode of meaningful customer engagement.

Legacy contact center thinking is all about inbound inquiries coming over the phone. That doesn’t have to change with CCaaS, but alongside that, compelling outbound use cases become possible. To date, the applications for outbound have been limited by legacy technology, but no more. Now, decision makers can consider the business value of proactive customer service, where various channels—not just telephony—can be used to communicate with customers. Instead of solving customer problems, outbound communications can be used to provide alerts, notifications, special announcements, status updates, etc.

When tied to CRM, these messages can be very customer specific, and this is where they bring new value. Doing so expands the scope of customer service; and when thinking more broadly about understanding the customer journey, this is a low-risk way of driving their satisfaction with your products and your company.

2) Outbound can streamline your business processes.

With CCaaS, you can also start thinking more broadly about business processes that span across your organization. Outbound communications are not meant to exist in a vacuum—the value comes from tying them to business processes. Consider a customer that has an annual renewal coming due. It’s simple enough for CRM to trigger an outbound notification about this, but so much more is possible with CCaaS. First of all, the customer can choose which mode to receive the update: voice, text, email, etc.

Building on that, customers can be prompted to update their profile, their payment method, or any changes in their business relationship with you. They could also be prompted to set up an account review, receive a personalized update on new offerings that might be of interest, or provide feedback on how well you’re meeting their needs. The possibilities are endless, and the point is that these notifications can trigger business processes that might otherwise not take place because these dots aren’t being connected.

3) Outbound can help automate contact center operations.

Some forms of outbound communication are best done by live agents, and in some cases, this is the only way to do them. Compared to what CCaaS can support, this isn’t an efficient model when considering the value of the agent’s time, along with the effort involved to make the calls and move on quickly when getting an answering machine. With today’s outbound notification solutions—especially around advances in speech recognition—this entire process can be automated and managed with a high degree of accuracy.

As with other lines of business, contact centers are under increased pressure to automate processes, and this is a great benefit of using outbound communications. Providing proactive customer service is a big step forward, but so is thinking about leveraging new technology to automate the operation. By breaking away from the legacy model of customer service, these forms of value-add become apparent, and from there, good things will happen. In this case, not only will you automate a laborious task, but that will also free up your agents to communicate more effectively when dealing with inbound customer inquiries.


Publish Date: March 14, 2017 5:00 AM

2020 Buyers Guide Visual Communications


Co-Browsing Integration
Co-Browsing is the practice of web-browsing where two or more people are navigating through a website on the internet. Software designed to allow Co-Browsing focuses on providing a smooth experience as two or more users use their devices to browse your website. In other words, your customer can permit the agent to have partial access to his/ her screen in real-time.

View more from RingCentral, Inc.

Recent Blog Posts:
How We Built An Award-Winning Office in CharlotteDecember 7, 2018 5:00 AM
ConnectCentral 2018: 4 Insights Connecting Employee Engagement with Customer EngagementNovember 14, 2018 5:00 AM
Three Reasons to Attend ConnectCentral 2018August 29, 2018 5:00 AM
Share your story at ConnectCentral 2018: call for presenters and award nominations now openAugust 10, 2018 5:00 AM
Why VoIP Is Better for Small Businesses: 3 Reasons to Provide Phone Solutions in the CloudMay 31, 2018 5:00 AM
RingCentral Ranked #1 in IHS Markit 2018 North American UCaaS ScorecardMay 14, 2018 5:00 AM
Introducing RingCentral Integrated Collaborative Meetings SolutionMarch 14, 2018 5:00 AM
Explore the Winning Hacks from the ConnectCentral 2017 HackathonOctober 27, 2017 5:00 AM
Ensuring the Best Voice Quality for Cloud CommunicationsOctober 26, 2017 5:00 AM
ConnectCentral 2017 Ends with Focus on InnovationOctober 26, 2017 5:00 AM
Submit Event

Upcoming Events

15th annual Best Practice Conference - this is the contact center world's most highly rated event - a whopping 100% of delegates say they would recommend it!

100's of best practice tips and ideas from contact center professionals Read More...

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total =
session page-view-total =
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =