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Industry Research : Cloud Taking Lion’s Share of Contact Centre Spending
The global contact centre market passed a significant milestone in 2012 says market research firm Frost & Sullivan. That was the year that spending on cloud-based contact centre solutions first surpassed spending on premises-based solutions. And that was two years ahead of Forrester's earlier forecast.
Of course, it's not going to stop there. F&S forecasts that, by 2019, spending on premises-based solutions will be down to about two thirds of that on hosted or cloud based solutions ($US1.9b v $US3.2b).
The reasons are simple: "Legacy contact centre systems have become too expensive to maintain, upgrade, and integrate with newer contact channels and high-value applications such as analytics," F&S says. This especially impacts organisations with limited in-house resources to implement and maintain such complex systems. And yet, F&S points out, a modern contact centre is a must for organisations of all sizes. It adds "most especially for mid-sized companies that, until now may have lagged behind their larger counterparts when it comes to delivering a truly exceptional customer experience." (F&S defines mid-size organisations as those with 100 to 499 employees.)
Until recently, according to F&S, cost was the main driver behind mid-sized enterprises adopting cloud-based contact centres but today, as the importance of delivering an optimal customer experience has increased, that consideration has been overtaken by access to advanced features that enable and support this objective.
"Being able to differentiate on customer service – and compete head-to-head with large organisations with more personnel and resources – can make the difference between success and failure," F&S says.
"But while premises-based contact centre systems can enable such initiatives, they have become expensive and difficult to maintain, upgrade, and integrate with newer contact channels and advanced capabilities such as mobile, social and big data analytics. This is especially challenging for mid-size organisations with limited in-house resources and budgets."
F&S lists these advanced features as being:
- Ease of provisioning and managing multi-site operations
- Disaster recovery/business continuity
- Rapid time to deployment
- Flexibility and scalability
- Outsourcing management and expertise
"Companies that focus on the customer experience will see increased loyalty, lower customer effort scores, and bigger revenue growth; and they will have an easier time staying compliant with company policies and regulations," it says. "But to achieve those gains, they must deploy a truly modern contact centre that supports advanced applications and analytics, as well as remote agents, internal employee experts, and the scalability needs of growing organisations."
Posted by Veronica Silva Cusi, news correspondent
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Published: Monday, August 4, 2014