SHARE



ABOUT THE AUTHOR


Matt Brunk
Matt Brunk has worked in past roles as director of IT for a multisite health care firm; president of Telecomworx,...
Read Full Bio >>
SHARE



Matt Brunk | March 10, 2017 |

 
   

Embedding UC Requires Process Rethink

Embedding UC Requires Process Rethink Companies that leave their processes unchecked may not be able to optimize the benefits of opening communications.

Companies that leave their processes unchecked may not be able to optimize the benefits of opening communications.

Customer relationship management and enterprise resource planning applications continue to evade many businesses because of cost, ability to implement, or the perceived lack of need. Many miss the benefits that can come when they allow users to email, IM, schedule conferences, and collaborate by text, voice, or video from within these applications.

One example is in the education vertical, where communications-enabled school management systems (SMS) can provide teachers ready access to online help, chat, and knowledge bases. We also see communications-enablement in online banking, allowing customers to obtain help with their accounts and various banking activities as needed. And the hotel industry isn't missing out on capturing customers via communications-enablement, either. With embedded chat, hotels can increase their bookings by having readily available answers to pre-sales questions, for example.

Companies don't need to deploy intensive UC solutions to reap rewards. Rather, they can use blended solutions that break down communications barriers and provide benefits. Chat gives customers and suppliers a direct line of communication that turns the sales process into a proactive one that can increase sales closures. And on the service side, chat can turn potentially disastrous or negative incidents into positive outcomes. Bouncing customers through endless queues and voice prompts can become less effective for customers who don't want to deal with auto-response jail.

Providing online customer support is invaluable for reducing support costs, shrinking the rate of shopping cart or reservation abandonment, and increasing the conversion from visitor to customer. But, as I've previously written, companies that continue to leave their processes unchecked may not be able to optimize the benefits of opening communications.

For example, companies that want to improve customer service can't block or hinder the abilities of customer service staff attempting to resolve issues with products or services. Customer service must be empowered to make necessary adjustments. Younger generations of shoppers and customers are not so willing to pick up their phones to call about issues, and if you waste their time engaging them using embedded communications tools without results then you stand to lose them as customers.

From my own recent experiences, here are a few examples of what not to do:

  • An existing database conversion was hindered and getting phone support was a bit frustrating. After staying in queue for 20 minutes with repeated delay announcements and position in queue, the system knocked me to voicemail with: "Please leave a message and someone will get back to you."
  • Using a self-service online ticket submission process, I reported a programming issue but received no acknowledgement that my message had been received -- no email or pop up... nothing. While the issue did end up being resolved, I felt little reassurance from the process. This sort of situation most likely ends up leading some customers to abandon the self-service request and instead go with more costly alternatives, like calling in.
  • When I called an expert for help from a landline with an issue, I waited in queue for several minutes and then the connection yielded audio clipping and an unintelligible voice conversation when the support person. Hanging up and reinitiating the call meant getting back in line all over again.
  • A clearinghouse delivering receipts for Visa charges sent me four text messages showing the cardholders' signature, name, and last four digits of the card number.

Not only do internal processes need attention, technology deployments shouldn't go unchecked, either.

Follow Matt Brunk on Twitter and Google+!
@telecomworx
Matt Brunk on Google+





COMMENTS



Enterprise Connect Orlando 2018
March 12-15 | Orlando, FL

Connect with the Entire Enterprise Communications & Collaboration Ecosystem


Stay Up-to-Date: Hear industry visionaries in Keynotes and General Sessions delivering the latest insight on UC, mobility, collaboration and cloud

Grow Your Network: Connect with the largest gathering of enterprise IT and business leaders and influencers

Learn From Industry Leaders: Attend a full range of Conference Sessions, Free Programs and Special Events

Evaluate All Your Options: Engage with 190+ of the leading equipment, software and service providers

Have Fun! Mingle with sponsors, exhibitors, attendees, guest speakers and industry players during evening receptions

Register now with code NOJITTEREB to save $200 Off Advance Rates or get a FREE Expo Pass!

November 29, 2017

As video conferencing use rises in the enterprise, businesses are looking for ways to bring this technology out of traditional conference room and make it more broadly accessible. That's made the h

November 1, 2017

Your customers (internal and external) demand that you offer them the ability to connect by any means. With the adoption of cloud communications tools you now have access to an expanded portfolio o

October 18, 2017

Microsofts recent Ignite event had some critically important announcements for enterprise communications. Namely, Microsofts new Team Collaboration offering, Teams, will be its primary communicatio

October 23, 2017
Wondering which Office 365 collaboration tool to use when? Get quick pointers from CBT Nuggets instructor Simona Millham.
September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular BlogGeek.me blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.