This month 2600Hz will participate in Cavell’s Cloud Comms Summit Europe 2021 virtual event as a Gold Sponsor. The summit is the biggest Service Provider event in Europe, and takes place virtually on March 17th and 18th. 2600Hz COO and Co-Founder, Patrick Sullivan, is a keynote speaker and will address the topic of “Staying Ahead in a Competitive Market”. His presentation will shed light on how Service Providers can differentiate their offerings along with the importance of integrations, automation, and customisations in creating future growth opportunities. Sullivan will also take part in the panel discussion “Innovation in the Roaring 20’s”, which will focus on anticipated developments in the industry, the future of innovation, and what impact it will have on Service Providers. UC Today spoke with Sullivan ahead of the summit for an advanced preview of 2600Hz’s approach to the keeping up with how UCaaS has changed. “Obviously, with COVID and the need for remote working, people have embraced the idea of cloud communications more than ever and enforced the need for the transition from traditional PBXs and business communications that were reliant on on-premises support,” Sullivan explains.
“Many Service Providers are differentiating themselves by not just allowing remote access for workers but also utilising 2600Hz APIs to make a customised solution for their clients”
Customisations That Enhance Communication
Recently there have been more integrations into things like AI to harness that level of analytics to better understand how remote employees are working. It is not just for productivity but also for making sure everyone has the tools they need to serve customers best. People are using AI in the CCaaS space to help manage the conversation by rapidly providing relevant information. By AI analysing the conversation, it can detect keywords or phrases for an online search of related topics so the agent can answer questions in real-time with maximum efficiency. There are increasingly more integrations with organisations’ point of sales systems where there is more cross–functional automation with CRMs. For example, if a client calls in and the system connects to LinkedIn, the agent will have more information about a sales prospect and can speak directly to their needs or interests.
Connected Services for More Engaged Customers
Over the past year, the use of integrations, customisations, and automation has risen considerably. Beyond plugging into a traditional CRM, integrations are becoming more popular as a way to automate workflows. If someone calls in to submit an invoice or follow up on a billing issue, an agent doesn’t have to be the only means of answering those questions. With APIs creating custom CRM experiences, common problems and tasks can be handled by the system. Also, additional services can be initiated just by using the dial pad, all automated and customisable. Traditional telecommunications and computer-based functionality have begun to converge with the flexible technology that 2600Hz can deploy. Services are more connected than ever, even though the channels and access points for those services are becoming more differentiated. CCaaS access, voice, and chat are no longer dependent on a fixed location or device. Even with the adaptability of KAZOO, 2600Hz has always provided future–facing solutions that push the industry forward.
“We’re starting to see an increased emphasis on new technologies like WebRTC that allows video calls to be made from any device that supports an internet browser,” says Sullivan. “Companies are now using that capability to reach customers in innovative ways. 2600Hz is working with a Service Provider who is helping a large retailer use this technology that can be embedded anywhere to improve the customer experience. A consumer can click on a link whenever they are ready and chat directly with someone who can assist with a purchase. The major upside to these types of solutions is that the retailer collects data on the customer journey. All of that product information is available to the agent when the customer is ready to video chat.”
Even though it’s a dynamic tool, the Internet is often static in how information is presented. Online queries have to be specific and targeted to get the exact right answer a user is looking for. The customisation and automation that 2600Hz is championing challenges the expectation of what is possible online to meet the needs of the customer. The recent changes with telecommunications and commerce have forced new interactivity methods to emerge for the rapid and useful exchange of information, whether in sales or employee communications. To keep pace with the demands of a world whose technological dependence has been accelerated due to a year of social distancing, replicating a robust customer experience will be critical for any company seeking to advance in any service arena.
