Industry Research : Compelling Case for Cloud Contact Centres
Research firm Aberdeen Group has identified the primary drivers leading companies to invest in cloud contact centres, along with some significant post deployment benefits.
One of the most surprising findings from its research - gained by surveying 101 contact centre executives on their contact centre infrastructure and plans for 2013 - was that cloud-based contact centres are far more likely than in-house contact centres to implement and monitor crucial processes and technologies that drive improved performance.
Aberdeen Group says: "This focus on utilising differentiating business processes and technologies means that a cloud-based contact centre require more IT staff time in order to successfully implement and support those activities … [that are] key differentiators."
It lists these key differentiators as being:
- creating customised reports on contact centre activity results;
- providing agents with weekly updates on performance results;
- segmenting and recording contact centre actions to a central repository; and
- creating a backup of contact centre data to remote location(s).
"The ability to generate tailored reports that provide granular insights and specific activity results helps companies determine the sources of inefficiencies as well as other general trends that impact the contact centre activities," Aberdeen Group says.
It estimates that 65 percent of cloud-based contact centres deploy this process, compared to only 35 percent of traditional, internal contact centres. "This activity helps them analyse historical and recent customer traffic information to determine patterns that influence customer traffic across numerous channels as well as predict future agent demand -- a capability that is critical in helping companies scale up and down based on variable agent demand."
It adds that, in addition to forecasting future agent demand, customised reports on activity results also help companies track and measure agent performance and provide agents with visibility into their performance for coaching and training purposes.
Aberdeen Group found that 56 percent of cloud-based contact centres store activity information and analysis within a centralised repository compared to only 43 percent of their peers with internal contact centres. "This allows them the ability to plan their future activities (ie agent scheduling) by utilising the wealth of information stored within this database," it says, adding: "Business intelligence tools are a critical enabler helping companies effectively analyse this information."
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Cloud-based contact centres also experienced 36 percent less downtime and as a result greater customer responsiveness than their counterparts. This, according to Aberdeen Group, was a result of their "laser focus on ensuring security and business continuity … cloud-based contact centres are far more likely to have a formal process to regularly backup contacts into data to remote locations compared to other businesses."
Given these findings it is hardly surprising that, on Aberdeen Group’s estimates, 34 percent of businesses use a cloud-based contact centre today and a further 28 percent plan to do so by the end of 2013, by which 60 percent of businesses will be using cloud-based contact centre services.
Posted by Veronica Silva Cusi, news correspondent
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Published: Monday, May 20, 2013
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