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The Call Center has evolved. Today it is a space of perfectly organized and measurable operations. Is the Cloud Contact Center a fad or a trend?

Excerpt from the presentation: Cloud Call Center: trend or fad, given by Antonio Palacios, CEO of TELNORM during the TechDay BPro 2021 event.

Adaptation: Andrea Aymes, Marketing Coordinator at TELNORM

We are living in a time of great transformation in the perception and operation of the Contact Center. Here´s an invitation to reflect on where we are and where we are going.

What a Call Center has required (and requires today)

One time, a client told me:

“Antonio, I have acquired all the tools for my Call Center. I have used the best ones, those recommended by Gartner, but it doesn’t work. What is happening with my Contact Center?”

So, we reviewed the tools and he had all of them, but they didn’t interconnect with each other.

For many years we have had the focus of buying tested tools. However, the top management of a contact center is no longer paying attention to whether to obtain an IVR or ACD, but to how to analyze the information and create models to improve the contact center.

How do I understand my client and how can I model their behavior to be able to reach them more efficiently? Each customer contact generates silos of information that need to be communicated between each other, to extract that information later, analyze and order it. And so, to be able to measure customer experience.

Any Contact Center that does not focus on the flow of information will disappear.

What indicators do Call Centers require?

The Contact Center is a process amalgamator that works in an aligned way because it is part of the company. Today we talk with our clients about measurements that reflect the entire operation, focused on knowledge and information to measure performance. The client wants to know how much he is collecting and in what way he is doing collection, if he leaves resentful clients, or if he is solving problems at the first contact and what type of contact this is. How do I measure repeat customers or identify a customer who is a promoter? If I have high or low value sales, how do I classify them? How do I cost the operation?

Recently, we increased the contact of a company by 5% through analytics. They told us: “but how, if we are using the same contact lists.” And the answer is simple: it is true, but I’m telling you how much to charge, who to charge, when to charge and how to charge, and that’s a big difference.

Efficient and flexible processes add value when they communicate and work as a complete system in which different platforms and services intervene so that the operation is integrally connected. Having high quality processes in the operation translates into greater value and income.

The best cloud processes are accessible for everything: fraud control, analytics, and artificial intelligence. They can be extracted, used and combined. Beyond the cheapest cost, it is about being able to go as fast as the competition demands. Not having a strategy at home to migrate or be connected with third-party expert cloud processes is out of question.

Watch full presentation here ⬇️

Return of investment

The great advantage by having our operation in the cloud is that my fixed cost becomes a variable cost, the investment is reduced and I gain greater operational flexibility.

Company growth and process efficiency increase by almost 18% when managed in the cloud, and IT, maintenance and operation cost variables are reduced by 16% *

* Source: The Business impact of the Cloud study, Parson Consultant

The Cloud Contact Center is a trend without a doubt and the call is to reflect on where we are today.

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