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Industry Research : African Contact Centres Look to Cloud for Omnichannel Capabilities


Africa boasts a vibrant and growing contact centre industry that spans multiple vertical markets and facilitates a broad range of business process services (BPS) that include inbound and outbound call management, customer service support and toll-free support. Other prominent BPS activities offered on the continent include mobile app support, sales services, finance and accounting services, and debt collections.

However, the contact centre in the modern enterprise is important, given its role as a business enablement platform, or a first-line engagement channel (known as first call resolution) between organisations and their customers. African operations are under immense pressure to transform their capabilities from traditional, voice-only call centre services to fully integrated and digitised customer life cycle management (CLM) processes, says Kevin Le Roux, Head of Business Development at Pivotal Data.

According to the 2018 Genesys Cloud Transformation Survey: African Small & Medium Sized Contact Centres, over 90% of contact centres surveyed in Botswana, Kenya, Ghana, Namibia and South Africa have already adopted multi-channel solutions to meet shifting market dynamics.

These operations combine voice services and e-mail communications with other channels such as fax, SMS, social media, mobile apps and interactive voice response (IVR). In addition, many organisations that operate in the sub-Saharan region intend to deploy new technologies such as Web chat and intelligent automated agents or chat bots in the next 12 months.

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Of interest is that most of these applications and channels are managed within silos, as standalone technologies, with only a few of the survey respondents indicating they have integrated them within one solution platform.

Unfortunately, under the influence of powerful shifts in customer demands and engagement preferences, which are increasingly influenced by digitisation, this siloed approach leads to channel fragmentation and a disjointed customer experience (CX).

Customers today want to have the option to call and speak to an agent, yet also expect to be able to interact with the contact centre via various digital touch points, regardless of the device or platform they're using, without losing context or relevance.

Accordingly, CX has become a prolific business differentiator in today's on-demand digital economy. If customers don't experience the type of engagement and service they expect, they will gravitate to other service providers that satisfy their needs and requirements, resulting in missed opportunities and lost revenue for contact centre operations.

It is therefore critical that African contact centres are able to deliver seamless, consistent and personalised customer interactions across all channels and throughout the customer life cycle to remain competitive. This has become a strategic imperative not only within the African context, but also in terms of attracting more business from the growing global outsourcing market.

To achieve this strategic objection, the inclination for African contact centres to migrate to the cloud with hosted, virtual and contact centre as a service (CCaaS) solutions is growing. Over the past two to three years, 56% of the contact centres interviewed in Africa for the Genesys survey have already adopted some form of cloud computing, and cloud service adoption in Africa is forecast to grow by over 41% over the next four years, according to research by Knowledge Executive.

The major types of cloud-based technologies already adopted include customer relationship management (CRM), voice recording and hosted voice over IP (VOIP) phone systems. Those that have not moved into the cloud (44%) indicated the major barriers to adoption they face include security, risk and compliance.

Importantly, once a contact centre leverages a cloud-based solution, the seamless integration of other communications services becomes possible, which ultimately offers the multi-modality, orchestration and CLM capabilities that deliver exceptional CX.

In this regard, the 2018 Genesys Cloud Transformation Survey confirms the African cloud-based contact centre industry is growing and maturing, with more companies across the continent shifting from on-premises to hybrid and full cloud-provisioned models.

At present, hybrid cloud technology is the preferred model for the deployment of this technology in Africa. This is largely attributed to the flexibility that the model offers, as it combines public and private cloud capabilities and on-premises services, which allows specific critical or risk-intensive services to remain in-house.

Most African operations surveyed also prefer the pay-as-you-go commercial model offered by cloud computing for the delivery of contact centre applications and technology, reveals the survey. Other contact centres prefer per-user or agent, per hour and licensed commercial models.

This signals that the appetite is growing for many contact centres in Africa to evolve into as a service contracts. Opportunities therefore abound on the continent for cloud technology providers that can offer flexible and stackable finance options, in addition to the appropriate technological solution and the industry experience and certified staff needed to implement and enable true omnichannel contact centre capabilities.


Posted by Veronica Silva Cusi, news correspondent

About Pivotal Data (Pty) Ltd:
Company LogoPivotal Data is a provider of contact centre, customer experience and enterprise communication solutions. We assist organisations of all sizes by consulting, implementing, maintaining and managing solutions that simplify complexity and create agile, customer-centric organisations. Our solutions provide our customers with the ability to make every interaction engaging, insightful and profitable, helping grow businesses and improve competitive market positions.
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Today's Tip of the Day - Train Service Staff In Sales

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Published: Wednesday, August 8, 2018

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2020 Buyers Guide Computer Telephony Integration

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.
PH: +1 512-872-7565

ComSys S.A.

CLink for CRM and Call Center Integration
CLink by Comsys is a middleware that connects in real-time the CRM and the contact center applications. CLink enhances the CRM with interaction management capabilities from the contact center that allow agents to work more productively across all communication channels.
Comsys is a provider of οmnichannel customer engagement solutions that assist companies around the world in delivering unique customer experiences. For the last 15 years, Comsys designs and implements complex projects for clients from the outsourcing, financial services, telecommunications, and retail sectors. Comsys enjoys strategic partnerships with technology vendors like Cisco®, Aspect Software®, and Microsoft® for the delivery of innovative interaction management and contact center optimization solutions.
PH: +302109241486

Consilium Software

Consilium UniAgent™
Today’s call centers need their agents to work more naturally, and respond better and faster. Here, we talk about the innovations Consilium has made with the latest desktop and mobile agent releases of the UniAgent™ CRM connector. From small enterprises to Fortune 500 companies and governments across 110 countries, UniAgent™ comes into action right at the moment of reckoning, making every contact center experience engaging and personalized, powered by simplified customer identification and anticipating customer needs.
UniAgent™ provides CRM integrations between all the Cisco contact center solutions (UCCX, PCCE, UCCE and HCS-CC) and over 20 CRMs, such as Salesforce, Microsoft Dynamics 365...
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PH: (+61) 406 501 368

IntraNext Systems

IntraNext Systems develops agent efficiency tools and data security software solutions for medium-to-large contact centers. Our Event Intelligence® Platform solutions include SmartCTI™, iGuard®, and SmartSIP™. SmartSIP is based on our patented SIP layer technology and provides a DTMF masking solution for VoIP environments.
PH: 888.638.6398


CRM integration
We know how important it is for a business to obtain data from its customers and to manage them effectively, so we help small to large companies by integrating their CRM with the Virtual Switchboard.

This type of integration will simplify the work of your team and improve the management performance of the contact list and its information.
PH: +34 952 667 511


NovelVox CTI Connector
NextGen Cisco Finesse, Genesys & Avaya Embedded CTI Connectors for Salesforce, Microsoft Dynamics, ServiceNow, Zendesk & more.
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