Contact Center Pipeline September 2022 September 2022 - Page 43

LAURA BASSETT PANOS KOZANIAN DAVID SINGER
ARE CONTACT CENTERS SOURCING MORE OF THEIR APPLICATIONS TO THE CLOUD , AND IF SO , WHICH ONES AND WHY , IN RANK ORDER ?
LAURA BASSETT ( LB ): The answer is yes , but the paths to the cloud can vary as much as the businesses themselves . Likewise , the order can be as flexible as needed to address a business ’ s unique challenges and objectives .
Cloud migration enables hybrid evolution for companies as they strive to meet the accelerating expectations of the digital-first customer .
In fact , many organizations are adding the most advanced artificial intelligence ( AI ) -powered proactive digital solutions as they simultaneously continue to optimize legacy ACDs .
However , there are many companies opting to move to a fully native cloud customer experience ( CX ) platform to maximize scalability , agility , and flexibility as they also seek to support the work-from-anywhere workforce . PANOS KOZANIAN ( PK ) Yes , with the COVID-19 pandemic and the need to support remote work overnight , we are seeing a significant increase in contact centers transitioning to contact center-as-a-service ( CCaaS ) solutions , as well as existing CCaaS customers expanding their use of the cloud .
Companies are continuing to adopt these services to enhance CX by eliminating difficult feature deployments and upgrades , moving away from rigid functionality , simplifying integrations , and reducing maintenance costs .
Organizations can source all their applications and integrations into cloud offerings , giving prioritization according to their business needs .
We typically observe the following implementation prioritization :
• Call routing / IVR
• Digital Engagement - including email , chat , and messaging
• AI / Intelligent Virtual Agent ( IVA )
• CRM / UC integration
• WFO , including Workforce Management ( WFM ), Quality Management , and Performance Management
• Analytics
DAVID SINGER ( DS ) Organizations today are embracing cloud-first . Anything that is not completely homegrown is moving to the cloud .
We are seeing a rank order to cloud transitions : easiest is first and minimal is next .
For example , newly acquired solutions are easier to transition than existing ones . Systems with fewer data privacy concerns , i . e ., HIPAA and PCI compliance , usually transition earlier as well . The priority continues to stack down from there . Meanwhile those applications without significant premise integration requirements or bandwidth issues are typically slower to transition .
In recent years , core contact center applications have evolved and expanded . They now include WFM , call recording , forecasting and scheduling , automated quality management ( AQM ), speech and text analytics and desktop processing analytics , agent gamification , mobile apps , and intelligent interviewing solutions .
These uber stacks lean heavily into AI and analytics , and as such give added credence to cloud-based deployments . As well , they need to integrate with other key components such as telephony , CRM , payroll , time and attendance , and HR systems – and more moving forward – making the cloud a natural choice .

WHAT CLOUD ARCHITECTURE IS THE BEST ?

Clouds both in the sky and in computing come in different shapes . There are two principal types of cloud architectures used by contact centers : multi-instance and multi-tenant .
Which one is the best , that the industry moving to and why ?
Panos Kozanian , Five9 : Both ( if executed well ) are transparent to the customer . However , multi-tenant cloud architectures provide higher scalability and features deployment velocity and operational optimization for their operators to deliver a higher level of service .
For those reasons , the industry is clearly moving to multi-tenant . Modern CCaaS providers are cloud-native and multi-tenant .
David Singer , Verint : The best type of cloud architecture for contact centers -- multi-tenant or multi-instance -- is a really popular discussion .
To the end-user customer , it shouldn ’ t matter so long as it ’ s managed correctly by their provider .
But it matters most to the vendor . For example , technology providers favor multi-tenant because the architecture offers economy of scale , is more cost-effective , and has less administrative overhead to apply patches and upgrades .
Broadly speaking , industries are moving towards multi-tenant . For contact centers in particular , it is primarily multi-tenant with cases of multi-instance as needed .
Although customers are past data privacy and security issues , some still don ’ t trust software-based access and privacy controls . They want separate instances , so their data is air-gapped from others . Again , this SEPTEMBER is becoming 2022 increasingly irrelevant if appropriately managed by the provider
43 .