Managing the End-to-End Customer Lifecycle with Powered by BroadSoft

Updating the Channel Partner solution at BroadSoft Connections

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BroadSoftCustomerLifecycle
Unified Communications

Published: November 7, 2017

Rebekah Carter - Writer

Rebekah Carter

BroadSoft has taken channel partner management and support to the next level this year at their BroadSoft Connections conference, with a range of new updates designed to help manage customer lifecycles. The new channel support system moves away from a direct focus on selling and addresses key elements of adoption, onboarding, and go-to-market strategy too.

Though Powered by BroadSoft has only been around for one year, it’s already seen significant adoption, and now it’s growing even more evolved, thanks to a range of new strategies for ensuring end-to-end customer engagement and support. I had the chance to listen to a speech from the Vice President and GM of BroadSoft Digital, DP Venkatesh this year.

Evolving from Selling to Adoption

Venkatesh began by stating that Powered by BroadSoft, and the BroadSoft Suite are effectively two sides of the same coin. The channel support system allows BroadSoft to leverage their CSS in a new way, layering channel services over the CSS to map strategies for the three key elements of the program: onboarding, adoption, and go-to-market.

When the “Powered by BroadSoft” program launched, it was focused on selling, looking at content, assets, and everything that partners could do to build better campaigns. This year, Venkatesh announced that BroadSoft would be focusing on the other services that channel partners need to feel empowered.

“We’re now looking at the entire customer lifecycle, and thinking about how we can simplify the full onboarding journey.”

According to BroadSoft, it’s about not just “selling” the product, but ensuring adoption too, considering the product and finding out which features people are really using, so that campaigns can be built to upsell, cross-sell, and excel in the partner space.

Addressing the End-to-End Customer Lifecycle

This year, “Powered by BroadSoft” is transforming fully into an end-to-end solution for managing customer lifecycle, enabled through the broader cloud channel support system, or CSS. The company hopes to continue providing marketing and sales assistance, while also improving adoption solutions too, transforming leads into lifelong customers. The new services cover:

  • BroadSoft adoption services, including service assurance, customer support, billing options, analytics and reporting, and channel help desks
  • BroadSoft onboarding services, including customer training solutions, installation strategies, and migration
  • BroadSoft go-to-market services, including digital campaigns, microsites, branding, digital transformation and sales enablement

By looking at these end-to-end solutions, Venkatesh suggested that BroadSoft will be able to get more data about how people are using services, and how channel partners can improve their selling, adoption, and onboarding strategies.

For instance, with the new Microsites, channel partners will no longer need to create their own training assets, as content and details come included as part of the BroadSoft offering. Additionally, Microsites allow BroadSoft to pack all the product information channel partners need into a digital format, that can be updated in real-time from the cloud.

Every channel partner gets their own branded microsite that can scale naturally and seamlessly across the globe.

A Program Based on Evolution

Venkatesh noted that the “Powered by BroadSoft” program has seen some incredible growth over the last year alone. From the perspective of reach, the brand is incredibly proud of the number of participants they’ve been able to accumulate over the last 10 months.

“We’ve managed to onboard 116 participants in 18 countries”.

Already, the channel partner program is evolving. Though they started with a focus on selling, BroadSoft is now diving deeper into what their partners really need when it comes to things like adoption and onboarding. Additionally, while “Powered by BroadSoft” began as a service available only in English, it’s now spreading across the globe, with solutions in Spanish, Italian, German, French, and even an upcoming version in Portuguese.

Venkatesh said:

“Almost every one of the channel partners we’ve spoken to have begun to look at how they can digitally transform their business, and that’s where the BroadSoft partner program can really help. We’re helping channel partners to build true end-to-end engagement, and as a result, we’re scaling at a much faster rate.”

 

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