Knowing how to realise the full potential for customer value creation through CCaaS deployments will be key to differentiated success in this high growth market, writes Onecom CEO Darren Ridge.
The UK contact centre/CCaaS market has reached a pivotal point with businesses facing both opportunities and challenges: While companies are rapidly embracing cloud migration and omnichannel capabilities to meet growing customer demand for seamless 24/7 service, the real challenge lies in maximising the value of these investments. Moreover, the strategic roadmap for digital transformation remains a stumbling block. Many businesses invest in technology without fully aligning these tools with long-term objectives, making it difficult to prove ROI or secure buy-in from leadership. The lack of a clear strategy can stall progress, even in a market that is primed to deliver innovation.
Onecom is strategising around AI-driven innovations like intelligent call routing, predictive analytics and real-time sentiment analysis – which enhance voice interactions and ensure customers are connected to the right agent faster and with more context.
In terms of revenue, the growing demand for Gen AI-driven CCaaS solutions is significant. And the combination of AI innovation and voice resurgence is a perfect match for businesses looking to optimise operations and improve customer experience.
Other major drivers include cloud migration and scalability. Cloud-based contact centres are becoming the gold standard as they offer flexibility, scalability and reduced upfront costs. They can easily adapt to changing business needs and scale up or down as required. But cloud-based solutions are often held back by fragmented data and legacy systems. For many organisations, the key to thriving in this market is breaking down silos and creating a unified data infrastructure that allows for the full benefits of AI-driven insights, real-time analytics, personalised customer interactions and optimised process management.
Future revenue
While agent licensing, CCaaS and combined UC elements continue to be the most profitable aspects of a contact centre sale, the greatest future revenue potential lies in real-time analytics and reporting tools. Change is also happening fastest around Workforce Engagement Management (WEM). With a strong focus on delivering frictionless experiences for contact centre advisors, businesses are prioritising the creation of integrated desktop environments that bring all necessary tools and data into one cohesive interface. By streamlining the advisor experience and taking full advantage of advanced functionality like real-time analytics, AI-powered assistance and intuitive workflows, contact centres are enabling their teams to operate more efficiently and deliver better customer outcomes.
Growing use of omnichannel platforms is also transforming the contact centre. Customers increasingly expect a seamless customer experience across various channels, including phone, email, chat, social media and messaging apps. Modern omnichannel platforms enable contact centres to provide a consistent service, track customer interactions across all channels and offer more personalised experiences. ML algorithms can further enhance CX, analysing customer data to identify patterns, predict behaviour and personalise interactions.
Onecom can take these solutions to the next level because we have our own in-house development team and IP, which was boosted by the acquisition of Olive Communications in 2021, a major player in the CCaaS space. By combining our in-house development capabilities with the deep expertise gained from Olive Communications we can deliver end-to-end solutions that are innovative and scalable, while maintaining complete control over quality and service delivery.
A key way for resellers and MSPs to succeed in the contact centre/CCaaS market is to focus on delivering value through customisation and flexibility. Businesses across all sectors have unique needs and resellers who can tailor solutions will stand out. These goals could be around integrating omnichannel communications, enhancing customer experience with AI-driven tools or ensuring seamless scalability.
Also, staying aligned to evolving trends, such as the shift to hybrid work models and the demand for agile cloud-based solutions, will allow resellers to offer future-proof services that drive long-term relationships.
Contact centre report
A new contact centre market report provides a window on the behind the scenes success factors that supercharge 10 top MSPs in the CCaaS space (including Onecom). Download the report here – https://www.comms-dealer.com/contact-centre/going-growth-contact-centres