I was a guest last week at the NICE Interactions Summit in Sydney and it was great to hear from executives from NICE talk about the journey the company is taking their customers on. Australia and New Zealand are witnessing good adoption of cloud contact centres and many organisations (as covered in some of previous blogs) are at the inflection point of investing in a cloud contact centre, machine learning, customer journey mapping and predictive analytics technologies to drive greater customer experience (CX). Across Asia Pacific and in the ASEAN region, more organisations are at the verge of embarking on transformational CX projects to help them raise the bar on CX in a highly competitive environment. We can expect the adoption of cloud contact centres to grow rapidly in the next few years across the Asia Pacific region as companies move from expensive and traditional legacy environments to agile platforms.
Investing in Analytics and Cloud
Darren Rushworth, NICE’s Managing Director APAC, talked about how NICE has moved from being an infrastructure player to become an analytics company and talked about the acquisitions that are helping them alleviate their game in CX. Key acquisitions since 2016 have been instrumental to shaping their offerings and these include Nexidia, an Interaction Analytics software company and InContact, a cloud contact centre vendor. In 2019 NICE acquired Brand Embassy, whose technology brings to CXone a full range of integrated channels, enabling any digital channel to be integrated into customer service operations. In a Mobile First economy where customers want the applications of their choice, allowing customers to use the social media or messaging application of their choice in their contact centre interactions, will be critical. The Brand Embassy platform supports more than 30 channels and these include Facebook Messenger, Twitter, Apple Business Chat, WhatsApp, LinkedIn, SMS, email, and live chat. This is an important acquisition and not many contact centres have addressed the issue of allowing multiple forms of messaging to be used when customers want to communicate an issue or get answer to a query. Customers are gravitating towards social media platforms and messaging apps for daily communication and being able to integrate those channels to the contact centre is important.
The Move to the Cloud with NICEinContact
It was interesting to hear Tracy Duthie, Head of Service Development at 2degrees Mobile talk about why they deployed a NICEinContact solution. She talked about 2degrees having too many legacy systems that were not all integrated. The problems with not having the systems integrated drove the team to think hard about embarking on a journey with NICE. The objective was to grow their market share and to drive greater contact centre efficiency. She mentioned that 2degrees were keen on a SaaS option and it was not just about replacing the legacy solution. The move to the cloud as many organisations are starting to tell me, is to drive transformation and further innovation including deploying agile methodologies to deliver great CX. Also because this was a cloud deployment, they invested heavily in the network. This is an important aspect for an organisation when embarking on a cloud journey especially for mission critical applications such as voice, video and collaboration applications where latency and jitter can spoil the experience. Many times, I have heard customers blame the vendor for the technology. For cloud voice, video and other contact centre applications to work well in real time, the investment in the network must not be compromised especially when working on a tight budget. When this aspect is ignored, the problems discussed early are bound to arise. She also highlighted how important it was to eventually get the agents on board the new deployment and they adopted an open culture of allowing the agents to provide feedback and an open dialogue was initiated. As this was a big change from when they were running the contact centre in a traditional environment, the change management aspect was critical for the agents.
Compliance is something that has to be adhered to seriously
Efrat Kanner-Nissimov from NICE presented on driving a proactive compliance culture. This is a highly talked about area in the contact centre, given the increase in legislation around privacy and all countries having strict legislation around customer data and data privacy. Contact centres store sensitive customer information and knowing when to dispose off that data or for how long the data can be kept is an aspect that cannot be ignored. With what the banks have been through in Australia in recent times with the Royal Commission, serious questions around compliance and how compliant the agents are cannot be ignored. Ecosystm research finds that several organisations fail to identify what could be sensitive information. The journey towards a compliant environment starts with data classification, long before security roadmaps and solution implementations.
There is a greater emphasis on compliance and whilst many contact centres will claim that they have the processes in place, some of these have not been looked at for years. Compliance impacts the IT Manager, the agents, the Supervisor and ultimately the business. An automated compliance solution will help detect violations, prevent errors and allow for better visibility across different systems. She presented how Macy’s claims to have reduced their infrastructure and storage costs by 40%, through automating and deleting interactions that were no longer required. This helped lower IT costs and reduced time on audits. With the emphasis today on data privacy, data storage, data deletion and being compliant when you talk to your customers, the CX agents have a critical role to play in ensuring compliance.
Ecosystm comment:
Organisations across the Asia Pacific region are re-inventing how they look at CX as mentioned in my previous blogs. Banks, airlines, retailers, telcos and organisations from other verticals are investing in projects to drive transformation in CX. Applying deep analytics along every step of a customer’s journey will help the contact centre and the wider organisation better serve customers. The traditional methods of just looking at inbound and outbound interactions and setting KPIs for that, are no longer enough to drive this new vision. Machine learning, customer journey mapping and analytics, as well as shifting to the cloud is needed to drive transformation and agile ways of running CX. The Brand Embassy acquisition is an important one for NICE given one of the challenges not addressed by contact centres is integrating the various social and messaging applications and making them available to customers as a way to interact with the brand. This is an area contact centres have been looking to resolve.
In a highly competitive CX market where CRM, analytics, cloud and machine learning technologies are important aspects of a CX journey, NICE is investing in these areas to further strengthen their cloud contact centre value proposition. Compliance as highlighted earlier cannot be ignored and it is an area contact centres will be looking to invest in due to the multiple strict regulations underway across the Asia Pacific region surrounding how customers data is treated.
