Increase Customer Service Agility With Cloud Contact Centers

FOR APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALS

Increase Customer Service Agility With Cloud Contact Centers by Art Schoeller July 15, 2016

Why Read This Report

Key Takeaways

Contact center interaction management (CCIM) software continues to evolve into integrated suites that vendors offer as a service. These vendors are reporting 20% growth rates, while on-premises solutions remain flat. The need to connect consumers on their channel of choice with contact center agents is rapidly becoming a requirement to compete in the age of the customer. For application development and delivery (AD&D) pros, cloud delivery can provide an Agile platform so that they can focus their energy on customer journeys, not technology.

Cloud CCIM Is In A Growth Phase Movement of CCIM to public cloud infrastructure such as Amazon Web Services (AWS) along with increases in scale are key indicators of the growing maturity of this delivery model. Look More For Agility And Less For Cost Savings In general, the overall software-as-a-service (SaaS) market has evolved with a more nuanced understanding of key benefits. The belief that cost savings is the rationale for SaaS has diminished, while business agility has risen. Inspect What You Expect From Your Cloud Contact Center Provider Mid- to large-size contact centers can benefit from having dedicated solution architects inspect the architectures and road maps of their providers. While cloud contact center providers have largely addressed security concerns, it is imperative that risk and compliance teams validate the providers’ technology and procedures.

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For Application Development & Delivery Professionals

Increase Customer Service Agility With Cloud Contact Centers by Art Schoeller with Christopher Andrews, Lauren E. Nelson, Ian Jacobs, Kate Leggett, Meredith Cain, and Peter Harrison July 15, 2016

Table Of Contents 2 The Case For Cloud Contact Centers Is Growing Client Confidence In CCIM Is Rising With Growing Experience In The Cloud A Diversity Of “As-A-Service” Models Indicates Growing Maturity And Scale 5 Several Barriers Still Block The Way To Cloud AD&D Professionals Are Better Served By Understanding The “Bricks In The Wall” 6 Different Paths Define CCIM Vendors’ Journeys To Cloud

Notes & Resources Forrester interviewed 12 vendor and user companies: 3CLogic, Aspect, Avaya, Cisco, Five9, Genesys, inContact, Interactive Intelligence, LiveOps, NewVoiceMedia, Talkdesk, and Videodesk.

Related Research Documents Trends 2016: The Future Of Customer Service Vendor Landscape: Contact Center Interaction Management Your Customers Don’t Want To Call You

Recommendations

7 Start Your Move To Cloud CCIM For A More Agile Contact Center 9 Supplemental Material

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For Application Development & Delivery Professionals

July 15, 2016

Increase Customer Service Agility With Cloud Contact Centers

The Case For Cloud Contact Centers Is Growing The benefits of cloud computing have become mainstream. While clients continue to face concerns about security, scalability, and reliability, these issues have diminished in importance. We forecast cloud subscription revenues overall to grow 22% in 2016.1 At the same time, each application has its own pace and market dynamic that limit or accelerate its move to the cloud. CCIM software has moved to the cloud more slowly, primarily due to the complexity of supporting reliable voice communications, the pace of merging nonvoice channels into one system, and the conservative nature of contact center managers. However, the agility of cloud-based CCIM is overcoming these concerns. Client Confidence In CCIM Is Rising With Growing Experience In The Cloud Contact center managers need a strong justification to disrupt their operation by migrating to new technology. With an increased focus on customer experience, AD&D pros need to help contact center managers get onboard with providing a best-in-class support experience and not get bogged down in technology integrations and upgrades.2 Enterprises that have made the move to cloud validate a number of benefits (see Figure 1): ›› Improved flexibility allowed for a more rapid response to business needs. Contact center managers have to plan for changes and respond to shifting business priorities and strategies. Adding capacity and changing customer journeys is a challenge, and more so when you’re operating a disjointed CCIM software suite. Enterprises that moved to cloud have said that it improved flexibility and speed-to-market.3 For example, in 2010, Columbia Sportswear chose inContact to support its strategic shift to broaden eCommerce capabilities, which required a rapid increase in its contact center capacity. Columbia Sportswear’s old call center placed a heavy burden on IT due to its lack of flexibility. With the addition of eCommerce, the company needed a true omnichannel platform to support email, chat, SMS, and mobile. “We had a lot of changes on the road map, and we needed a solution that was stable, flexible, and scalable for our call center,” noted Kristina Coker, an enterprise mobility and telecommunications engineer at Columbia Sportswear.4 ›› Improved customer satisfaction by serving customers in their channel of choice. Today’s customer will try to self-serve first and then use a wide array of channels to request assistance from an agent.5 Adding channels via separate systems leaves customers caught in the chasm between processes and systems. Of the companies that have moved to cloud-based CCIM, 86.5% say access to a single, integrated customer contact center system has been a benefit.6 ›› Technology spending aligned to business volumes and traffic. Many contact centers support businesses that have significant seasonal shifts in volume. For example, healthcare insurance providers, which increasingly sell to consumers, have larger volumes in the fourth quarter as they enroll new subscribers. Cloud’s capability to pay based on usage volumes is validated by 80% of AD&D pros supporting contact centers.7 © 2016 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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July 15, 2016

Increase Customer Service Agility With Cloud Contact Centers

Contact center outsourcer American Support had separate systems: one in the cloud for outbound dialing and another on-premises for inbound. The company chose Five9 to reduce the complexity of disparate systems and because of its rapid and cost-effective ability to scale up or down based on meeting the needs of existing or new clients. Matt Zemon, the chief executive officer of Bernard (formerly American Support), stated, “Five9’s cloud-based solutions make it possible for us to easily add new clients and bring on more agents, all while maintaining the highest level of sales and support quality.”8 ›› Simpler and more effective management of multi-site contact centers. Larger customer service operations span locations to tap multiple labor markets for agents. Managing individual onpremises systems introduces the complexity of balancing traffic and reporting across those sites. Moving to a single cloud-based system not only simplifies the technology but also provides an additional efficiency boost by better matching the volume across one virtual pool of agents. ›› Deeper management capabilities for outsourced agents. Contact center outsourcers not only manage the agents but usually the CCIM technology as well. Enterprises have less ability to see real-time performance, manage both in-house and outsourced agents with one set of business rules, and struggle with separate quality and performance management data. Cloud models make it easier for both in-house and outsourced agents to log in and be available on one system, providing deeper insight into and management of outsourcer performance.

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Increase Customer Service Agility With Cloud Contact Centers

FIGURE 1 Contact Center Managers Validate Benefits Of Deploying CCIM In The Cloud

“How has the use of hosted/cloud technologies affected your contact center?” Agree

Disagree

Access to new functionality

89% 11%

Improved flexibility

87%

14%

Provides access to a single, integrated customer contact platform

87%

14%

Increased agility/speed-to-market

84%

16%

Reduced costs

84%

16%

Allows us to pay for only what we use

80%

20%

Improved technology uptime

78%

22%

Better reliability

78%

22%

Ability to test new ideas quickly (establish proof of concept/ROI, etc.)

76%

Enables compliance with enterprisewide IT Provides better security Reduced your dependency on vendors and vendor road maps

72% 67% 62%

24% 28% 33% 38%

Base: 370 Dimension Data survey participants Note: Not all percentages total 100 because of rounding. Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://dimensiondatacx.com)

A Diversity Of “As-A-Service” Models Indicates Growing Maturity And Scale While a pure SaaS model meets the needs of small and medium-size contact centers, the emergence of hybrid models shows that the market is moving toward larger and larger contact centers. Small and medium-size businesses have less technology management capacity to build out a full set of best-of-breed components for CCIM.9 Now, AD&D pros supporting larger and larger contact centers want the agility of cloud but need a hybrid approach to span on-premises assets that cannot move over right away. Feedback from the market indicates a strong shift from on-premises to a diversity of consumption and deployment models (see Figure 2): ›› Software-as-a-service. Of the contact center managers who Dimension Data surveyed, 25% plan to move to the concurrent agent licensing model.10 We see signs of increasing maturity in the movement of a number of SaaS CCIM vendors to infrastructure-as-a-service providers like Amazon Web Services. Interactive Intelligence has fully architected and developed PureCloud to operate on

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July 15, 2016

Increase Customer Service Agility With Cloud Contact Centers

AWS, and Aspect has done the same with its newly announced Via. Other vendors like inContact use AWS for low-cost storage of call recordings, and a number of others have indicated plans to head in this direction. Vendors will be able to operate at lower cost, resulting in lower prices. ›› Hybrid. Larger contact centers composed of numerous best-of-breed components may not be able to move all assets at once to the cloud. The increased interest in hybrid (32.6%) is validation that larger contact centers want to start the move to cloud.11

FIGURE 2 Fully Owned And Operated Contact Centers Lose Share To Cloud Deployment Models

“What best describes the dominant commercial model for your contact center technology?” Fully owned Rented/leased — fixed monthly fee, over a pre-agreed term

9%

Hybrid — balanced split of one or more of fully owned or rented/leased As a service — consumption-based, with a minimum commitment/service fee As a service — consumption-based, only pay for what you use

65%

33% 14%

11% 7% 3%

33%

Current Planned

13% 12%

Base: 981 Dimension Data survey participants Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://dimensiondatacx.com)

Several Barriers Still Block The Way To Cloud Enterprises have been slower to move contact centers to the cloud. In fact, many decision-makers have shown greater future interest in options such as managed services for CCIM than pure SaaS.12 In many cases, these managed services are simply staff augmentations to keep existing on-premises applications in place. A number of key differences exist between CCIM and the more typical SaaS offerings of customer relationship management (CRM), enterprise resource planning (ERP), and email. AD&D Professionals Are Better Served By Understanding The “Bricks In The Wall” Moving an application portfolio forward is always a challenge. Because many stakeholders will put up walls of resistance to any kind of CCIM change, it’s important to understand and address the bricks in the wall. AD&D pros responsible for managing CCIM need to be fully attuned to key impediments that restrict enterprises from moving to a consolidated suite that they operate in the cloud. We suggest that application leaders consider the following as they plan for the change:

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Increase Customer Service Agility With Cloud Contact Centers

›› Use your next CCIM “compelling event” as an opportunity to evaluate cloud. The life cycle for proprietary hardware-based automatic call distribution software spanned 10 to 15 years between major architectural changes. The result has been that both the supplier and buyer sides of these markets remained locked into longer time frames. For example, a Forrester client managing a very large, multi-site contact center with 10,000 agent positions is only now migrating away from older Rockwell Galaxy systems that date back to the 1980s. While this is an extreme example, it is emblematic of the slow pace of change. When you make your case to update contact center software, you can also pave the way for the cloud transition. ›› Partner with contact center managers to overcome resistance to change. Contact center managers depend on the performance of CCIM to meet their service levels. For this reason, they need a strong justification to disrupt their operation with new technology. Given that 57% of firms aspire to be customer experience leaders, contact center managers need to provide a best-in-class support experience that works hand-in-glove with self-service web and mobile applications.13 This can only come about if they are operating on a more flexible and agile CCIM platform. ›› Assess providers’ abilities to support real-time voice reliability. While decision-makers want good response times from a SaaS service, the requirements for voice quality and reliability exceed those of a CRM or ERP application. Carrier networks and contact center SaaS providers have been capable of supporting real-time, reliable voice for a long time, but the on-premises equipment bias in the market has been very strong and is only now beginning to erode. As AD&D pros evaluate cloud-based CCIM, they need to assess the providers’ network connectivity, failover, and monitoring abilities to ensure voice communications quality. ›› Map how a cloud delivery model will support key integrations. Large contact centers today have a number of disparate best-of-breed applications (e.g., automatic call distributor, computer telephony integration software, interactive voice response [IVR], workforce management, and quality monitoring). Integrating them with existing on-premises applications or replacing them prior to the end of their contracts is problematic.

Different Paths Define CCIM Vendors’ Journeys To Cloud Similar to the dynamics in other application categories such as CRM and collaboration, cloud has provided an opportunity for major shifts in the CCIM market. AD&D pros sifting through the market need to choose between shifting to a new platform offered by cloud-only vendors or migrating along with their existing on-premises-based partner, which offers the same software stack as a cloud service. Their choices span a number of categories: ›› Managed services converts the financial model to OPEX. Many of the existing on-premises vendors like Aspect, Avaya, Cisco, and Genesys offer — directly or through partners — the ability to preserve an existing installation and convert it from on-premises licensing and maintenance into a per-agent-per-month contract. In these arrangements, customers can offload support,

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Increase Customer Service Agility With Cloud Contact Centers

maintenance, and upgrades to the vendor. The technology itself does not change, so contact center managers experience minimal disruption. Some support roles may change to the managed service provider. ›› Private cloud consolidates and simplifies multiple instances of CCIM software. Contact centers that span multiple sites can move their traffic onto a single instance managed by a service provider. This model keeps the technology behind the enterprise firewall and manages all resources on a single system. While changing to a centralized model will improve efficiencies, contact center managers need to tightly align people and processes across sites because they now virtually manage one contact center. Similar to the managed service option, Aspect, Avaya, Cisco, and Genesys offer this choice. ›› Dedicated instances shift on-premises software closer to a public cloud model. This option provides AD&D pros with the ability to offload CCIM software management, along with its operation and infrastructure, to a service provider’s data center. Interactive Intelligence offered its Customer Interaction Center system this way in its early move to cloud. Cisco’s Hosted Collaboration Solution partners, which are mostly carriers and large systems integrators (SIs), like Dimension Data, offer CCIM in this model. ›› SaaS offers the advantages of public cloud. As the market for CCIM shifts to cloud, vendors are consolidating their CCIM suites, reducing their cost of delivery with multi-tenant software, and moving to low-cost platforms-as-a-service like Amazon Web Services. Five9, inContact, LiveOps, and NewVoiceMedia only operate with this model, but some of the on-premises vendors are catching on, like Aspect with its Zipwire offering and Interactive Intelligence with PureCloud. ›› SaaS CRM vendors are now expanding their reach to voice. A newly emerging trend is that more CRM vendors are offering CCIM capabilities in the cloud. Salesforce, Zendesk, and others provide nonvoice channels such as chat and two-way video (Salesforce).14 But now, leveraging the integration platform Twilio, Zendesk provides full CCIM, including voice. Forrester projects this trend to increase and present a heightened and dynamic battlefront in the CCIM market.15 Recommendations

Start Your Move To Cloud CCIM For A More Agile Contact Center Cloud contact center solutions continue to scale to larger and larger centers. Options include dedicated solutions, hosted systems, or pure SaaS. Cloud contact centers can offload enterprise resources so that AD&D professionals can devote their energies to better analyzing and optimizing the business rules that drive a competitive and differentiated customer experience. When considering CCIM software to deploy in the cloud, look to:

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Increase Customer Service Agility With Cloud Contact Centers

›› Gain experience with cloud with another workload first. Cloud requires a number of organizations to make changes to how they manage business technology. Purchasing needs to understand the structure of subscription-oriented contracts and bidding. AD&D and the rest of the business technology organization will move more to a supplier-management role and focus less on software design, development, testing, and management of infrastructure. Contact centers can little afford downtime and poor voice quality, so it’s best to gain experience on a less strenuous workload first. ›› Inspect the technology road map. Clients may be tempted to rely on the cloud contact center service provider to make the right technology choices and manage the integrations. From a duediligence perspective, it’s important for application development and delivery professionals and your solution architects to understand what components of the service the SaaS provider develops itself and what elements come from a partner. Understand the approach that the CCIM cloud provider uses to time and coordinate releases with customers. ›› Evaluate the support for high-reliability network connections and infrastructure. Voice quality and reliability requirements put even greater emphasis on this need for your cloud contact center options. Look for support for diverse physical routing and failover — and, for some larger deployments that require even higher reliability, network failover should span carriers as well. Ideally, cloud contact centers deploy active-active configurations that can fail over not only in the same data center, but to a different data center as well. ›› Continue to manage integrations. Cloud contact centers provide the advantage of a more seamlessly integrated suite, but that does not mean that all integrations with the rest of the contact center applications go away. Real-time data that you’ve captured from customers can populate a CRM application that may be on-premises or supported as a different cloud service. ›› Watch your channel relationship. In the past, the enterprise may have used a value-added reseller (VAR) or systems integrator for plan, build, and run support of its CCIM application. Cloud contact centers disrupt the business models of on-premises-based hardware and software resellers and support service providers, so you must evaluate the providers’ ability to support your move to cloud. In some cases, the move may eliminate the need for a VAR or SI relationship altogether. ›› Engage risk and compliance teams early in the process. IVR applications capture customers’ information, and quality-monitoring systems record their conversations. The rest of the real-time contact center applications involve operational data, not actual customer information. Risk and compliance teams need to audit and approve the cloud contact center service providers’ security procedures and technology to best manage the enterprise’s exposure. ›› Transform, not lift and shift, the customer experience. Migrating a contact center to new technology is a daunting task that involves significant change management. While it is tempting to simply recreate the existing customer journey, reporting, and agent interfaces on the new platform, this is an excellent time to open the window for customer experience improvement.

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Supplemental Material Companies Interviewed For This Report 3CLogic

inContact

Aspect

Interactive Intelligence

Avaya

LiveOps

Cisco

NewVoiceMedia

Five9

Talkdesk

Genesys

Videodesk

Endnotes For more information on the forecasted growth of cloud subscription revenues, see the “US Tech Market Outlook For 2016 And 2017: Cloud And Business Caution Will Slow Growth” Forrester report.

1

Driving loyalty and retention are becoming paramount instead of solely focusing on efficiency. Increasingly, customers are self-serving first, so contact centers need to be prepared to handle more complex requests. See the “Trends 2016: The Future Of Customer Service” Forrester report.

2

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Increase Customer Service Agility With Cloud Contact Centers

According to the 2016 Dimension Data Global Contact Centre Benchmarking Report, “As many as 86.5% confirm that cloud/hosting offers improved flexibility, while 84.2% report that it increases agility and speed-to-market.” Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://www.dimensiondata.com/Global/GlobalMicrosites/CCBenchmarking).

3

Source: “Columbia Sportswear Ventures into the Cloud with inContact,” inContact (http://www.incontact.com/callcenter-resource-finder/columbia-sportswear-ventures-cloud-incontact).

4

Customers are increasingly using web and mobile self-service as the first point of contact with customer service, and then they escalate harder questions to agents. See the “Your Customers Don’t Want To Call You” Forrester report.

5

According to the 2016 Dimension Data Global Contact Centre Benchmarking Report, “As many as 86.5% confirm that cloud/hosting offers improved flexibility, while 84.2% report that it increases agility and speed-to-market.” Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://www.dimensiondata.com/Global/GlobalMicrosites/CCBenchmarking).

6

In the 2016 Dimension Data Global Contact Centre Benchmarking Report survey, 80.2% of respondents agreed that the use of hosted/cloud technologies allows them to pay for only what they use. Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://www.dimensiondata.com/Global/Global-Microsites/CCBenchmarking).

7

Source: “Leading Outsourced Contact Centers Choose Five9 to Access the Power and Flexibility of the Cloud,” Five9 news release, March 14, 2013 (https://www.five9.com/news/news-releases/vpr-leading-outsourced-contact-centerschoose-five9-to-access-power-flexibility-of-cloud).

8

For more information on the technology management capacity of small and medium-size businesses, see the “Demand Insights: The SMB Software Market 2015” Forrester report.

9

In the 2016 Dimension Data Global Contact Centre Benchmarking Report survey, 13.2% of respondents reported having planned “as a service — consumption-based, with a minimum commitment/service fee,” and 11.8% of respondents reported having planned “as a service — consumption-based, only pay for what you use,” as the best description of the dominant commercial model for their contact center technology. Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://www.dimensiondata.com/Global/Global-Microsites/ CCBenchmarking).

10

In the 2016 Dimension Data Global Contact Centre Benchmarking Report survey, 32.6% of respondents chose a planned “hybrid — balanced split of one or more of the above [fully owned or rented/leased commercial model]” as the best description of the dominant commercial model for their contact center technology. Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://www.dimensiondata.com/Global/Global-Microsites/ CCBenchmarking).

11

In the 2016 Dimension Data Global Contact Centre Benchmarking Report survey, 9.2% of respondents reported having planned a “rented/leased — fixed monthly fee, over a pre-agreed term,” and 32.6% of respondents reported having planned a “hybrid — balanced split of one or more of the above,” as the best description of the dominant commercial model for their contact center technology. Source: “2016 Global Contact Centre Benchmarking Report,” Dimension Data (http://www.dimensiondata.com/Global/Global-Microsites/CCBenchmarking).

12

Source: Forrester’s Q4 2014 Global Customer Experience Peer Research Panel Online Survey.

13

For more information on the market dynamics and buyer requirements for contact center technologies, see the “Vendors Battle For The Heart Of The Contact Center” Forrester report.

14

The heart of the contact center is comprised of a set of complex, unintegrated technologies, which firms must leverage to deliver quality service. But application development and delivery (AD&D) pros supporting customer service operations need cloud-ready, deeply integrated technology suites. This report examines the market dynamics and buyer requirements for contact center technologies. For more information, see the “Vendors Battle For The Heart Of The Contact Center” Forrester report.

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