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Article : Harnessing CCaaS and CRM solutions: What’s the missing link?

#contactcenterworld, @Calabrio

Richard Pinnington at Calabrio explores today’s complex contact centre ecosystem and comes up with a strategy to create a synchronised agent and user experience

When Calabrio surveyed over 300 contact centre professionals, the most effective way to improve employee engagement moving forward was quoted to be giving people the ‘right tools and tech’. This comes as no surprise as agents regularly contend with 20+ different desktop applications to serve customers. In today’s connected world "my system is running slow today" is no longer a tenable excuse to hide the Alt-Tabbing that agents do to cycle through open, disconnected applications. Simplifying and boosting tech efficiency is fast becoming a top priority for customer service organisations, both for agents and operational users alike whilst consumer expectations continue to rise.

Aiming for a single pane of glass.

What agents, supervisors and other operational team members want is a common, consistent experience using one interface for all their desktop applications. Think of a "single pane of glass" where complete customer journeys are reflected, from the channels used, to previous purchases and past conversations. So far, this single view has proven elusive as the contact centre provider ecosystem is entrenched in a battle for the desktop.

Competition v co-opetition

The reality is, currently, no one provider can be all things to all contact centres. For example, traditional telecommunications companies are still struggling to throw off the shackles of their voice only heritage to transition to an omnichannel world. Contact Centre as-a-Service (CCaaS) players might have the specialist cloud contact centre expertise and Unified Communications (UCaaS) players additionally offer voice functionality, but both lack the CRM capabilities necessary to fully understand the customer. On the other hand, many larger organisations opt for CRM as their go to desktop technology platform. However, CRM specialists, while able to support modern omnichannel interactions, also require voice and contact centre know-how to bring all that customer context to life. It’s a complex business with many silos but no outright winners. That’s where co-opetition comes to the fore.

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Close the gap with all-round intelligence

The first step towards closing the gap is to forge a spirit of co-opetition rather than overt competition, encouraging each technology provider to embrace and integrate with the best of their partners, or even competitors, to improve their own value proposition. The next critical step lies in capturing data from inside and outside the contact centre and then applying it intelligently in three key areas:

  • Customer Experience Intelligence – for CRM, CCaas and UCaaS providers, understanding what actually happens across 100% of customer interactions is like finding the proverbial needle in the haystack. Achieving full customer experience (CX) Intelligence comes from tapping into unfiltered Voice of the Customer (VoC) conversations using evaluation tools and/or the latest analytics. CRM and CCaaS solutions cannot do this alone, creating a void that needs to be filled. The secret to closing this gap is to work with vendors that can truly help to tap into VOC data, not just a subset of it, as can happen when only surveys are used. AI-driven quality management (QM) and speech analytics help identify the one word that keeps cropping up in customer conversations to flag up issues, categorise calls and then prioritise them. Meanwhile, agents receive the near real-time constructive feedback they require to deliver high quality customer conversations, whatever the channel. 
  • Employee Intelligence – at Calabrio, we understand that good customer experiences start with good employee engagement, especially when that engagement is with the youngest demographic, Generation Z. This is the first generation of digital natives to expect speed and flexibility from their mobile-enabled devices. Powerful self-service resource planning capabilities, when integrated into a CRM, CCaas or UCaaS environment, allow agents to state their preferred schedules, move their break times, trade shifts, request time off and overtime, leading to lower sickness and attrition rates among employees and therefore happier customers.

  • Digital Intelligence – when organisations start planning a new contact centre or CRM implementation, they stimulate digital and business transformation by introducing new channels to support their customers. However, new multichannel environments inevitably lead to more complex workforce planning needs, in particular when deploying the people required to meet customers across new channels. The transformation process is at risk if vital intelligence relating to workforce management (WFM) data and people management falls through the cracks.

Adopting a single view desktop strategy and avoiding siloed products, agents and contact centre leaders can see critical data via a "single pane of glass". Therefore, consider an all-in-one WFM solution that seamlessly integrates with voice and CRM but also includes call recording, quality management (QM), interaction analytics and business intelligence. Applying the latest analytics tools also helps contact centres understand the "why" behind the "what" of operations to identify root causes of operational issues and drive meaningful changes to the business.

#contactcenterworld, @Calabrio




About Magnus Geverts:
Magnus Geverts is VP, Product Marketing and Management at Calabrio, formerly Chief Business Development Officer at Teleopti ahead of the Calabrio acquisition. He has more than two decades of experience in the Workforce Management and customer service space, working in a mix of roles, in RnD, consultancy and business development.

About Calabrio:
Company LogoCalabrio, a customer experience intelligence company, enriches human interactions with its analytics-driven workforce engagement management (WEM) suite. In 2019, Calabrio acquired Workforce Management (WFM) vendor Teleopti combining the best of both Teleopti WFM and Calabrio WFM into a single WFM solution fully integrated within the Calabrio ONE suite. The new Calabrio ONE empowers agents and management alike with a smarter approach. Through AI-driven analytics, Calabrio uncovers important customer behaviour, sentiment and reveals vital insights from contact centres worldwide.
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Today's Tip of the Day - 5 Ways To Demotivate Staff

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Published: Friday, July 2, 2021

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2021 Buyers Guide Help Desk Software

eGain Corporation

eGain CallTrack™
eGain CallTrack™ is a dynamic call tracking and case management solution that helps companies provide quick, high-quality, and cost-efficient resolution of customer issues across traditional and emerging interaction channels. It is one of the many innovative customer interaction products in eGain Solve™ suite, the unified customer engagement and knowledge management software suite, which helps businesses transform their traditional call centers into omnichannel customer engagement hubs. eGain CallTrack will enable you to track, manage and resolve cases and maintain service level agreements (SLA), across channels.


Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!


Knowmax is an omnichannel knowledge management platform. Our mission is to transform contact centers into resolution centers and drive customer self service.
The platform is an industry-agnostic enterprise-grade knowledge platform with components helping in easy findability of actionable information at the right time across the desired touchpoint.

Nuxiba Technologies

Nuxiba's Help Desk Software is ideal for delivering top-level contact help desk services. It not only tailors to your existing technology resources but also allows you to set staff priorities that forward clients to the most knowledgeable agents.

Give personalized assistance, and analyze performance with our real-time monitoring, recording, and reports. Integrate Salesforce or VTiger CRM systems, be TCPA compliant, protect your cardholder's data during calls, and more!

Request a quote or demo today and start the journey to increase your first-contact resolution percentages in less than three months!


OneDesk's software combines Helpdesk & Project Management into one application. No need to purchase, integrate and switch between applications. Your team can support your customers and work on projects in one place. Aimed at SMBs as well as departments at large enterprises, OneDesk is frequently used by project managers, customer service, IT, professional services and more. This easy-to-use, feature-rich, and highly configurable software can manage both ticket & task workflows.

Teckinfo Solutions Pvt. Ltd.

ActivDesk Help Desk Software
ActivDesk Help Desk Software is an intelligent ticketing software for multi- channel customer interaction & engagement. It streamlines the entire ticket management process. With its SLA & escalation management, it enables your help desk to deliver enriching customer experience.

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