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


Here are some suggested Connections for you! - Log in to start networking.

Article : Mapping the Full Customer Journey - 3 Reasons Why Voice Matters

#contactcenterworld, @Calabrio

Too many organisations underestimate the power of voice and yet it continues to be the building block of an effective omnichannel customer engagement strategy. Kris McKenzie at Calabrio suggests the secret to success lies in blending voice, and its unfiltered insights, with your CRM to build better customer journeys.

In Calabrio’s recent blog "Harnessing CCaaS and CRM solutions: what’s the missing link?", we discovered how data is the beating heart of a synchronised agent and user experience, empowering frontline staff to deliver better customer experiences. We then explored the importance of capturing all kinds of information from inside and outside the contact centre - to create a "single pane of glass" where complete customer journeys are reflected, from the channels used, to previous purchases and past conversations.

Voice is the common denominator

If today’s news articles and social media are to be believed, achieving this "single pane of glass" in the new era of Customer Experience Intelligence (CXI) depends on a successful digital transformation that embraces the latest ‘must-haves’ such as Artificial Intelligence (AI). However, organisations should not forget the role of voice calls to complete CXI data and to truly understand customer touchpoints. This begins by integrating voice with customer centric platforms such as customer relationship management (CRM).

3 reasons why voice matters for holistic customer journey mapping

The trinity of integrated players for customer experience – modern cloud contact centres have mixed infrastructures including Contact Centre-as-a-Service (CCaaS) technology and typically a CRM product, however, both lack the capabilities necessary to fully map customer journeys.

CRM specialists, while able to support modern omnichannel interactions, require access to voice and contact centre know-how to release the valuable intelligence that emanates from millions of customer calls, emails, texts, Tweets and Chat conversations happening in customer service interactions.

Combined CCaaS and CRM solutions are not able to deliver omnichannel customer service infrastructure as well as entirely understand the customer at each and every touchpoint. This is especially true at enterprise-level scale or complexity, however, there is a link missing to harness the full customer journey.The perfect combination for customer experience (CX) is the best there is, and the trinity comes in the form of cloud-based contact centre (CCaaS) and customer relationship management (CRM) with integrated workforce engagement management (WEM) tools and analytics connecting the two. Solutions like Calabrio ONE fit neatly between CCaaS and CRM solutions for workforce planning, workforce engagement and customer journey analytics, including all important voice calls.

Give digital touchpoints the right and real context - there are a myriad of solutions that claim to capture complete customer journeys. In reality, the majority centre around the digital aspects of customer journeys whether that’s on a website, chat, social media or via an app and for most, the missing link is voice.

Take the example of a customer who wants to order a gift for their mother’s birthday. After adding the chosen item to their online basket, they realise they need more details about sizing or next-day delivery that they can’t find on the website so they use their mobile device to call the contact centre before checking out. The problem with the majority of solutions is they are likely to portray a linear digital customer journey, thereby totally missing the vital voice connection when the customer called the contact centre - the critical make-or-break factor in the deal!

Integrating voice with your CRM system makes it possible to connect every aspect of a customer’s journey with the brand, providing a complete view of all customer touchpoints, whatever the channel.

Aim high, be a Connected Enterprise – building and mapping better customer journeys by tightly integrating voice with CRM benefits not just customer service teams but an entire organisation. Many businesses spend valuable time and resources searching for answers that are right in front of them. The contact centre is at the heart of building the customer experience and understanding it. Connected enterprises need to look at how they can put the contact centre, and thus the unfiltered voice of the customer (VoC), as their central hub of intelligence about variables and processes related to CX.

The point of nirvana here comes with truly dynamic, near-real-time AI-based Business Intelligence systems that help all functions be better, from enabling marketing to understand campaign success and brand presence to finance understanding billing issues, refunds and credits, based on what all customers and agents are saying, as well as what they’re doing. Modern enterprises can use out-of-the-box, function-specific dashboards, such as those in Calabrio Enterprise CXI, designed to amplify speech analytics data captured in the contact centre to provide actionable insights to keep the entire organisation one step ahead.

While the bid to be omnichannel may leave many focused on the digital footprint of customers, it’s time to elevate voice to the place it deserves, firmly at the front-end of contact centre processes and the centre of CX. 

#contactcenterworld, @Calabrio

About Kris McKenzie:
Senior Vice President International

About Calabrio:
Company LogoThe digital foundation of a customer-centric contact center, the Calabrio ONE suite helps enrich and understand human interactions, empowering your contact center as a brand guardian. We maximize agent performance, exceed customer expectations, and boost workforce efficiency using connected data, AI-fueled analytics, automated workforce management and personalized coaching. Only Calabrio ONE unites WFO, agent engagement and business intelligence solutions into a true-cloud, fully integrated suite that adapts to your business.
  Company Blog   Company RSS Feed   Company Facebook   Company Twitter   Company YouTube   Company LinkedIn   Company Profile Page

Today's Tip of the Day - What Does Your Business Need?

Read today's tip or listen to it on podcast.

Published: Friday, August 13, 2021

Printer Friendly Version Printer friendly version

2022 Buyers Guide Automated Call Distributors

Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS inbound call center software caters to all incoming customer requests. These incoming requests can come through any channel of customer’s choice e.g. voice, video, email, chat, WhatsApp, facebook etc.. company page or from an integrated website chat. Using InterDailog UCCS call centers can respond to inquiries of the customers and they can also register the complaints of customer as a customer support desk.


Voiptime Contact Center
Our contact center solution allows processing the high volume of client requests from different channels (voice, webchat, email, web callbacks), running massive outbound dialing campaigns, and makes all call center operations visible for management. Voiptime Cloud Contact Center is a professional calling solution for outbound and inbound calls. It’s a plug-and-play software that immediately increases the productivity of your call center department. With the help of our solution you are able to:
- Automate lead prospecting and have 4x more live conversations daily;
- Increase the agent occupancy up to 80-90% with the help of the fastest Predictive dialer;
- Smooth out the peaks of calls by...
(read more)

About us - in 60 seconds!

Newsletter Registration

Please check to agree to be placed on the eNewsletter mailing list.

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total = 1
session page-view-total = 1
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =