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Cloud Engagement Maturity Model


Cumbersome
Analytical

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Your company falls into the Cumbersome Analytical category. Companies in this category typically deliver a leading customer experience and have above average costs for their communications and collaboration systems.

Summary

Your company falls into the Cumbersome Analytical category. Companies in this category typically deliver a leading customer experience and have above average costs for their communications and collaboration systems.

Tech stacks of the Cumbersome Analyticals typically consist of a heterogeneous mix of systems. This can fall into two buckets: 1) a mix of on-premise systems and cloud systems, or 2) a mix of point cloud products. This mixed salad of vendors is typically procured under the guise of buying best-in-breed software. They have a full contact center solution and regularly use advanced analytics to drive business decisions. 

Due to the use of a full contact center solution, they are most likely seeing the benefits of this from a customer experience perspective. This usually enables them to route every call to the right person, have contextual conversations, engage with customers across multiple channels, and allow customers to perform self service functions. 

Cumbersome Analyticals have lots of data from their UC and CC systems, and they capitalize on it by using advanced analytics. While more basic companies typically only focus on historical call detail records and analysis performed in Excel, Cumbersome Analyticals uses real-time and prescriptive analytics to make intelligent decisions. Oftentimes, this is done through speech analytics, sentiment analysis, workforce optimization, or next best action recommendation engines. Because Cumbersome Analyticals use multiple vendors, the advanced analytics are typically performed for subsets of data. 

There is a small portion of companies in this category that invest heavily in data engineering. This often entails building advanced data pipelines to integrate disparate data sources into one data set. From there, data scientists can perform more advanced analysis, such as cohort analysis and machine learning, to creative advanced analytics. However, most companies move to a single cloud engagement vendor where they automatically get these integrated insights instead of investing in large data engineering and data scientist teams.

 

Companies who fall into this category tend to see the value of the cloud and have partially or fully committed to it with multiple cloud vendors.

Challenges

Companies who fall into this category tend to see the value of the cloud and have partially or fully committed to it with multiple cloud vendors. For those with on-premise systems as part of their mixed salad, IT may try to stay “in control” by hosting the system in their own environment, but this often leads to more problems as they try to “keep the lights on” (yes, we’ve actually seen this on IT’s whiteboards for goals). These companies tend to move systems to the cloud when their on-premise maintenance contracts run out or they want to reduce system outages. There are typically disagreeing stakeholders - those that want to move everything to the cloud and those that want to maintain more on-premise systems. Oftentimes, the “cloud-only” party eventually wins. 

When the cloud-only party wins, or if this has already happened in your organization, the company enjoys the benefits of the cloud such as reduced TCO, higher uptime, and increased agility. Integrations between the point cloud products can become complicated and an app explosion occurs where users are asked to use many products for various use cases. Such an effort can be cumbersome, making it hard to reach people and can lead to lower productivity. Training people on multiple products also becomes difficult, leading to a myriad of IT support tickets and low user adoption rates. 

Because employees have to juggle moving between multiple systems to perform different tasks, they often find the systems confusing and hard to use. It is challenging for them to collaborate internally because people may be spread across apps, and this typically leads to problems. Islands of communication develop across chat, voice, video, and email. This causes cross-functional team cooperation to decrease. 

All of the above hinder the customer experience. Subject matter experts are inaccessible leading to moments of responding “I don’t know” when customers ask tough questions. 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)

 

To improve your enterprise engagement maturity, we’d recommend you:

Move to One Cloud

Opportunities

To improve your enterprise engagement maturity, we’d recommend you: 

Move to One Cloud 

Further Reduced TCO – Making the jump to the cloud most likely brought your organization TCO benefits. Those savings can be extended even further by moving to one cloud engagement vendor instead of managing multiple point cloud products. Typically, the integrated cloud engagement vendor is able to pass on their cost savings to the customer and provide a lower TCO due to having a unified architecture, technology, and support team. 

One System of Intelligence – Having one cloud provider allows a company to have full customer journey analytics integrated across systems. With multiple point cloud solutions, it is not possible to track metrics such as revenue conversions across a customer’s interactions such as a transfer from a contact center to a retail store phone. With one cloud system of engagement, it is now possible to track metrics and conversion rates across any mode of engagement, because it is all part of one set of data in one system of intelligence. 

Revenue Acceleration – Employee’s productivity increases when everything is readily accessible, leading to acceleration of revenue. Less clicks are required to move between modes of communication, and full context can be served up with every live interaction, allowing Sales to close leads faster and Support the ability to upsell. In addition, subject mattter experts become accessible with one click, allowing the full company to contribute to delivering customer and prospect requests.

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Cloud Engagement Maturity Model

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