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Cloud Engagement Maturity Model


Integrated
Skeptic

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Your company falls into the Integrated Skeptic category. Companies in this category typically deliver a basic customer experience and have below average costs for their communications and collaboration systems.

Summary

Your company falls into the Integrated Skeptic category. Companies in this category typically deliver a basic customer experience and have below average costs for their communications and collaboration systems.

Tech stacks of the Integrated Skeptic consist of one cloud system of engagement. They most likely moved to one platform to enable an even lower TCO and have one system of intelligence. They do not have a full contact center solution and infrequently use analytics to drive business decisions.

 

Integrated Skeptics haven’t yet made the leap to a full contact center solution, perhaps because it’s difficult to show a specific ROI against the added investment.

Challenges

Integrated Skeptics haven’t yet made the leap to a full contact center solution, perhaps because it’s difficult to show a specific ROI against the added investment. Oftentimes, they hack together ring groups / hunt groups and auto attendants to create a “lightweight” contact center. Unfortunately, piecemeal solutions don’t scale well. Additionally, they can impede an employee’s ability to help a customer in three key ways: 

  1. Calls are not answered by the right person to begin with, causing unproductive cycles as the employee searches for the right answer, transfers the call, or even forces customers to call back 
  2. Employees may not have access to a CRM record screen pop for context 
  3. Employees are restricted to voice channel only, which does not serve the customer if they chat or email into the company for help. 

When this happens, customers become frustrated that they aren’t getting the help they need. Customers become reluctant to do business with you or they may leave at any point and turn to a competitor who offers a better customer experience. This is even more prevalent today: 82% of customers stopped doing business with a company after one bad experience. (source: KPCB Mary Meeker’s 2017 Internet Trends Report

Integrated Skeptics have lots of data from their cloud engagement systems, but they are not using analytics in any significant capacity. They may review historical call detail records, yet this does not regularly occur nor drive decisions through actionable insights. Because Integrated Skeptics use one cloud engagement system, they should have the ability to perform advanced analytics across one integrated dataset, but they are not doing so for a variety of reasons. Not using engagement insights makes it difficult for the business to anticipate needs and to improve their internal processes as there is no data-driven decision making.

 

To improve your enterprise engagement maturity, we’d recommend you take these next steps in the following order:

  1. Deploy a contact Center
  2. Put your Data to Work
Opportunities

To improve your enterprise engagement maturity, we’d recommend you take these next steps in the following order: 1) Deploy a Contact Center, 2) Put Your Data to Work. Deploying a contact center should be your first step so your company’s analytics can automatically span the full customer journey across contact center and employee communications. 

1. Deploy a Contact Center 

Multi-Channel Engagement – Using unified communications (UC) solutions alone for customer engagement risks giving your customers inconsistent (and frustrating) experiences if they contact you through different channels. Unfortunately, UC alone limits your customers to the voice channel. A contact center solution allows your staff to field voice and digital customer inquiries all with the same user interface, contextual awareness, and reporting, thereby delivering a consistent customer experience (CX) no matter what channel your customer prefers. 

Route Calls to the Right People – Today, your routing may be random - just get the call to someone who will answer the phone. Call routing is one dimensional and inefficient. Calls are blindly forwarded to blocks of extensions that either ring simultaneously or in some cyclic fashion. Adding contact center routing technology will direct incoming interactions to the best resource based on product knowledge, languages spoken, priority of customer and customer service representative (CSR) status. When integrated with your CRM system, routing gets even better. Is the Chairman of the Board calling? Route her to your CEO right away. 

Call Metrics Reporting – You can’t fix what you can’t see. With a UC solution, you are likely blind to the number of calls waiting in queue, average hold times, etc. Without this information, how can you be expected to improve customer experiences? Contact center technology will deliver dashboards and wallboards unveiling where and when customers are waiting on hold so that you have a fighting chance of organizing your staff correctly to field all calls quickly and efficiently. 

2. Put Your Data to Work 

Trust in Your Data – Having trusted data is the first step in upleveling any analytics. A governed single source of truth increases the data quality as employees can have confidence in the data with no doubt as to the accuracy. Over two thirds of time spent on analytics is actually spent on data cleansing and data preparation. This number is often even higher when dealing with big data, such as that found in communications systems. Using a single cloud engagement system enables you to have trusted data from the start - the system does the work and provides pristine data quality to the business. 

Data-Driven Decision Making – Move from decisions based on gut feelings to decisions based on data. Data-driven decision making often increases employee productivity and company revenues. In time, this actually causes the culture of the company to make more rigorous decisions. This is further enhanced by a single cloud engagement system because all of the relevant insights across channels are integrated into one single view for quick and easy decision making. 

Use Advanced Analytics – Enhancing the types of insights your company uses is key to furthering engagement maturity. See through all of the noise and find the true signals that lead to actionable insights. Instead of only viewing analytics on what transpired in the past, advanced analytics enable a company to look forward by creating actionable prescriptive insights. A company can now know what they should be doing in the future based on historical and real-time data. Recommended actions are proactively served up so the company knows when and how to make improvements. As companies move into even more advanced territory, companies can start to incorporate artificial intelligence (AI) and machine learning (ML) into these workflows to create even more intelligent, contextual interactions.

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Cloud Engagement Maturity Model

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