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Cloud Engagement Maturity Model


Analytical
Laggard

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Your company falls into the Analytical Laggard category. Companies in this category are sweating their assets.

Summary

Your company falls into the Analytical Laggard category. Companies in this category are sweating their assets. The CFO typically wants to run the on-premise systems through to maintenance contract completion. Financial numbers often reign supreme with large capex costs. Analytical Laggards typically deliver a leading customer experience and have highly above average costs for their communications and collaboration systems. 

Tech stacks of the Analytical Laggards typically consist of all on-premise systems for their telephony, video conferencing, team collaboration, and contact center solutions. They frequently use communications analytics to drive business decisions. 

Analytical Laggards wisely use a full contact center solution and 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. 

Analytical Laggards 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, Analytical Laggards use 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. If they are using multiple vendors, the advanced analytics may only be performed for subsets of data. 

There is also 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 create advanced analytics. However, many 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 avoid investing in their communications and collaboration systems.

Challenges

Companies who fall into this category tend to avoid investing in their communications and collaboration systems. They are able to limp along with their existing systems. Although IT may feel in control because they are hosting the system in their own environment, the motto of the team is “keep the lights on” (yes, we’ve actually seen this on IT’s whiteboards for goals). Systems could falter at any point and a big outage could cause an employee’s job security to be called into question. Updates or product enhancements usually require professional services on top of expensive maintenance contracts. 

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 can lead 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 the Cloud

Opportunities

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

Move to the Cloud 

Reduced TCO – Moving from on premise to the cloud often produces huge savings. With this lower TCO, IT is now able to invest in other crucial initiatives. The cloud eliminates not only on-premise hardware and software but also many hidden costs that may exceed the huge upfront investment. These include everything from licensing to upgrades to telco connectivity such as T1, POTS and PRI lines - or MPLS between locations. Everything works in the cloud, eliminating the time IT staff waste maintaining old technology or managing complex telco connectivity, as your service travels securely over the internet. 

Increased Uptime – Unplanned outages and downtime severely hamper employee productivity and customer service. Moving to the cloud creates a greater level of uptime and availability that can leave you with peace of mind. Check with cloud engagement vendors on the number of nine’s of uptime they offer. Typically, uptime SLAs can range from 99.9% to 99.9999%. 

Increased Agility – With the cloud, you can be a more agile organization. Easily flex up or down your number of users and rapidly adapt to new business models without being held down by outdated systems. Instead of costly upgrades and professional services to access new features and releases, it all happens automatically for you by the SaaS vendor. Now your teams will always be using the most up to date technology at no pain to you.

To Learn More:

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Cloud Engagement Maturity Model

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