Growing-Your-Market-Share-in-2021-Ecosystm-Bytes
Growing Your Market Share in 2021 – Ecosystm Bytes

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Tech providers have largely performed well in the last year, as they support organisations’ transformation and business needs. However, the market becomes increasingly competitive and  fragmented.

What should tech vendors focus on to increase their market share in 2021 and beyond?  


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The-Future-of-Work-Trust-Good-Faith--the-Engagement-Process
The Future of Work: Trust, Good Faith & the Engagement Process

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Many opinions exist on how automation and machine learning will help our return to the office environment. Removing physical touchpoints and leveraging machine learning to trace employee behaviour can help with the transition back to the workplace. But will people trust the office’s automated suggestions on where to work in the building, or help themselves to alternative workspaces?  

Processes & Trust for People Engagement

Organisations such as Disney and Amazon understand what kinds of processes and trust it takes to engage people. These organisations took their time to create a vision of the contactless trusted experience before developing an implementation plan. The RFID wristbands at Disney that open hotel doors and get you on to rides involve many elements of trust and privacy. The automated order and delivery tracking of Amazon, along with suggestions and buying patterns, require the person to opt-in and share information to make happen.

So for your company, once employees re-enter the workplace, how will your company create those processes, that level of trust and faith, that would allow movements and health status to be tracked by office automation? For example, how often should employees overtly be aware of their temperature being scanned?

Abilities of Buildings to Manage

Facilities management is trending towards intelligent building management systems (iBMS) which know about room occupancy, room hygiene and are tracking who has been where and with whom. Elevators will limit occupancy and direct users to the correct lift going to the correct location. I have already seen this in our city hospital where you get directed to the correct lift once you have entered information on your destination. This combines user interface devices such as touchless pads, system hardware, and access control management software.

The building can also possibly direct you via a building app to request a place to work. You could swipe your personnel card and then be shown several options based on your personal profile and job role, including private quiet rooms, communal areas, and outside meeting tables. Previous occupants can be noted to share hygiene tracing if necessary. Intelligent buildings already offer direct support to the employees who interact with them for HVAC, lighting control, and occupation sensor. They have the ability to reduce user friction while raising workplace experience metrics to create a measured environment.

User Trust & Participation

Users should be willing to participate to get access. To create the trust that is required for employees to be willing to participate in the process, companies need to share policies and demonstrate stewardship of the data accessed. Who is holding my locational data, for how long, and for what purpose?

Trust facilitates successful data sharing, which in turn reinforces trust. Trust is built when the purpose of data sharing is made clear, and when those involved in the process know each other, understand each other’s expectations, and carry out their commitments as agreed. Trust increases the likelihood of further collaboration and improves core surveillance capacity by supporting surveillance networks.

Conclusion

Will we put our trust in buildings and facilities management on our return to the office? If communication is clear and policy well articulated, the building can play a role in engaging users to return to some standards of in-office participation. But if communication is muddy and policy not made clear, people will make their own way to safety – potentially impacting the environment of others.


Transform and be better prepared for future disruption, and the ever-changing competitive environment and customer, employee or partner demands in 2021. Download Ecosystm Predicts: The top 5 Future of Work Trends For 2021.

Ecosystm Predicts: The Top 5 FUTURE OF WORK Trends for 2021
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Prioritise your Customer Experience
Prioritise your Customer Experience spend for faster Business Growth

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The past twelve months have been tough. Most businesses in Singapore (68%) still haven’t seen revenue recover to pre-pandemic levels. Many budgets are down and you are likely to have a long list of spending options that might help you grow revenue and pull your business out of the pandemic-induced slump. Even if your business is doing well, the pressure on budgets is real.

Businesses in Singapore have not recovered from the pandemic

Increasing your CX Spend

Despite the pressure on budgets Ecosystm data makes a strong case to not cut your customer experience (CX) spend! Businesses in Singapore that are cutting their CX spend are less likely to return to growth, more likely to be competing on price (hence cutting margins), not focused on their digital and omnichannel customers, and have lower levels of innovation. Funnily enough, these are also the businesses with complex, legacy systems which need more focus to provide an improved CX! To be quite frank, businesses in Singapore who are cutting CX spend are setting themselves up for failure. With other businesses increasing CX spend, the gap between the customer experiences will grow to a point where customers will leave and it will be hard to catch up.

Prioritising your CX Spend

So now that you have secured your CX spend, where will you get the biggest bang for your buck? Let’s look at where businesses in Singapore are focusing their CX initiatives in 2021.

Offering an omnichannel experience. Your customers expect more than just a great digital experience – they want the right experience at the right touchpoint. The CX leaders in Singapore (who, unsurprisingly are often the market leaders) are already offering great omnichannel experiences, so this is quickly becoming about catching up – and not about getting ahead. Providing a consistent, personalised, and optimised experience across your digital touchpoints needs to be a top priority for your business today. If you are not offering conversational commerce solutions, start that strategy as soon as possible – you need to be where your customers are today. Extending this to physical channels and broader ecosystem partners should also be on your agenda.

Improving knowledge systems. Your knowledge systems don’t do what they say on the box. They don’t provide answers to questions – for employees or customers. In fact, if your customer service agents get asked a question they don’t know the answer to, their number one source for answers is actually their colleagues or team leaders – NOT the knowledge management system! Start investing in systems – or ideally a single system – that help your employees get better, faster answers to questions. Make sure that the system is providing the same answers to both your employees and your customers across all touchpoints – physical and digital.

Where do Customer Service agents go for answers

Migrating customer service platforms to the cloud. Over half the businesses in Singapore that we assessed have this as a top CX priority. Cloud solutions offer faster time to value, lower management costs, give access to more regular improvements and often provide the ability to easily integrate with partners who offer product extensions and customisations. This trend will continue in 2021 and 2022 as more businesses realise that their legacy customer service or contact centre platform is inhibiting their ability to innovate their customer experience. These systems also help businesses to stay compliant and reduce the reliance on internal IT – which has traditionally struggled to keep up with the fast-changing nature of the contact centre and customer service teams.

Reasons for Adopting Cloud Customer Service solutions

Investing in AI and machine learning. Many businesses are using AI to provide the personalised and optimised customer experiences they aspire to. AI and machine learning are allowing businesses to create personalised offers, offer a next-best action and automate services. Advanced banks in Singapore can create interest rate offers for each individual customer based on their credit profile and history. 46% of businesses in Singapore are already using AI to offer recommendations for customer service agents, 44% to optimise or test messaging and campaigns and 43% to provide faster, more accurate access to information and knowledge. 18 months ago, AI was a business differentiator – allowing your business to create a stand-out CX. Today AI is quickly becoming a standard practice – the battle now is around using AI to create personalised and optimised experiences.

A great customer experience will be the most important factor in lifting your business to pre-pandemic growth levels and helping your business remain competitive in today’s tough business conditions. When it comes to CX, there is no such thing as “saving your way to growth”.


Your opportunity to drive greater business success lies in your ability to better win, serve and retain your customers. Refresh your customer strategy and capability today to make 2021 an exceptional year for your business.

Improve Customer Experience eBook
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Shaping your digital journey in 2021_Ecosystm Bytes
Shaping Your Digital Journey in 2021 – Ecosystm Bytes

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If you are a technology decision-maker for your organisation, 2021 may be a confusing year. You have negotiated the challenges thrown at you in 2020 – but the organisation’s business model and technology roadmap might have changed drastically.

Here is what our panel of technology and industry experts think you should keep in mind in 2021.  


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Ecosystm Podcast Episode 7 – Tim Sheedy, The rise in Conversational Commerce
Ecosystm Podcast Episode 7 – Tim Sheedy, The rise in Conversational Commerce

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How is conversational commerce changing customer engagement?

Listen to this Ecosystm Podcast where Ecosystm Principal Advisor Tim Sheedy talks to Sash Mukherjee about the importance of creating a consolidated view of customer interactions across myriads of social and messaging applications.

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Microsoft-Launches-Viva-to-Improve-Remote-Employee-Experience
Microsoft Launches Viva to Improve Remote Employee Experience

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Much has been written (and discussed on webinars) about the demands of managing the work-from-anywhere experience. We were all thrown into this last year, and are still working our way through the challenges. For most employees it has been a positive experience – but there is still a lot more we can and should do to improve experiences for employees and their managers.

Workplace Analytics Gains Significance

At the start of 2020, my colleague Audrey William and I discussed the need for workplace analytics when predicting workplace trends for the year, but the pandemic delayed many of these investments. As working from home (or from anywhere) becomes a long-term trend, we are learning that managers need tools to better empower their employees to deliver what the business needs. There are many reports of employees working overtime; working longer days; not taking breaks; being in back-to-back meetings for days on end; skipping meals; and wearing themselves out.

There are many benefits of remote work – employees have the freedom to manage the day as they choose, they have no commute and (conceptually) more harmony between work and home duties. But there are also many processes that are harder. It is not as easy to find the right person to connect to or learn from, get the best information or answer to a question, and get coaching and new skills. Managers need to understand their employee work experience because they don’t sit with or supervise them all day. Self-service for employees used to mean walking around the office and having a conversation or meeting. Today, we need to make these outcomes easier for every worker regardless of location.

Microsoft Lauches Viva

Microsoft has announced the release of Viva – a new product suite to help businesses overcome these challenges. They have published a “Future of Employee Experience” video here as part of the launch – but don’t watch it – or if you do, be prepared to be disappointed when you see the actual products… The good news is that we have moved from oval-shaped phones in Future of Work videos in 2000 (because all web content is designed for round screens right?) to transparent phones in 2010 (who needs to be able to see what’s on the screen?) to virtual screens in Future of Work videos in 2021… Guess they’ll never become a reality either!

Based off the early reviews and commentary about Viva, I believe Microsoft is really onto a winner here:

  • Managers need better analytics about how their team spends their days and employees need insights as to how to increase their productivity or find a better balance in their life.
  • Employees need to find the people and information in their business to connect with and learn from – how often do employees reach out to others to ask for help or information when the answers they were looking for weren’t too far away. This information needs to be easier to find – even surfaced to employees before they go looking for it.  
  • Everyone in your business needs to keep learning within their flow of work – the formal training programs offered by most businesses today are useless if employees are too busy to take the course.
  • Business leaders need to drive cultural change more effectively or support their broader business initiatives by linking employees with the information and insights that can help reinforce or change organisational culture.

Viva should support these outcomes. Microsoft is partnering with many other businesses to make this work (systems integrators, training providers, workplace and HR platforms etc). If the products deliver as promised, they might provide the missing link that many businesses need today to keep their employees safe, productive, happy and connected.


Learn about the factors that have been accelerating the shift towards the new ways of working. The top 5 Future of Work Trends For 2021 are available for download from the Ecosystm platform. Signup for Free to download the report.

Ecosystm Predicts: The Top 5 FUTURE OF WORK Trends for 2021
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The-rise-in-Conversational-Commerce-meeting-customers-on-their-terms
The rise in Conversational Commerce – meeting customers on their terms

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Customer needs are changing. Quickly. In 2020 having a great digital strategy went from being a nice-to-have to an absolute necessity. And in 2021, businesses that have great omnichannel experiences will go from a small minority to a majority as customers demand that they are served on their terms in their chosen platform. Only 14% of businesses in Singapore offer a complete omnichannel experience today – serving customers on their terms regardless of the location or platform (Figure 1). These businesses are setting the benchmark that the rest of the market needs to meet soon.

Singapore Businesses Struggle with their Omnichannel Strategy

The Growing Importance of Social Media in Delivering Customer Experience

Chat and messaging are quickly becoming the normal way to interact with businesses – the view of a few years ago that “no one wants to chat with a bot” has quickly turned around. Now virtual assistants and chatbots are the second most important self-service channel for businesses in Singapore (Figure 2).

The growing relevance of Virtual Assistants and Chatbots

In fact, Zendesk’s global study shows that most customers (45%) use embedded messaging over social messaging apps (31%) and text/SMS (20%). That might be great for self-service, but for commerce, boundless opportunities exist to move to where the customer lives, communicates, and socialises today.

Smart businesses understand that customers spend their lives in other chat and social media platforms – such as Facebook Messenger, TikTok, Instagram, WeChat, Discord and WhatsApp. More customers expect to be served in these channels; they expect to be able to transact with their brands of choice. Why should they go to a mobile banking app to find their balance? Why can’t they get it in WhatsApp? They are often learning about the next Jordan or Yeezy shoe drop from their social network in Messenger – so why not transact with them there? Consider all your own personal WhatsApp, Messenger and other messaging platform groups discussing social activities, sporting teams, school activities or the latest fashion – these are ALL opportunities for commerce (Figure 3).

Number of Monthly Active Users on Social Media Platforms

And there are use cases now. Airlines – such as KLM and Etihad Airways – are engaging customers on WeChat, Kakao Talk, and WhatsApp, helping them reschedule flights and answering customer service queries.  Telecommunications providers are allowing customers to raise issues on messaging platforms – and are also using them to upsell and cross-sell new services. Transportation providers are making it easier to find a car or the the next scheduled bus right there in the messaging platforms. Retailers – such as 1-800 Flowers and Culture Kings – are not only serving customers but finding new customers on these messaging platforms.

Going beyond the messaging platforms, businesses are also looking to serve customers on their smart devices – such as Amazon Alexa/Echo and Google Nest/Home devices. Alerting customers to order updates, shipping details and product promotions is becoming standard practice for leading businesses. Digitally-savvy banks are allowing customers to not only track their balance but also make transfers and payments using these smart platforms.

Customers are more comfortable with these conversational commerce options – and they actually expect you to offer such services on your site, in your app, on their smart devices, and on their messaging platforms of choice. Your ability to provide outstanding customer experiences will not only be your ticket back to revenue growth but the recipe for long term business success. Meeting customer needs on their terms is a good place to start.

Delivering a Personalised Conversational Customer Experience

Customer experience (CX) decision-makers will have to rethink how they approach building richer CX capabilities to deliver personalised conversational interactions with customers.

Messaging should become part of a wider AI, Data, and Mobile strategy. Contact centre teams might feel that this is too ambitious a project and would prefer to continue to serve customers through the more traditional channels only. So, it is important to identify the key stakeholder/s who will drive the initiative. And the contact centre team should work with the Digital, Innovation and Marketing teams.

Designing the mobile experience and in app messaging for CX should have some of the following features:

  • Ability to click a button to request for a service or escalate an issue that will, in turn, result in the company contacting the customer either by messaging or calling.
  • Giving customers the option to contact through popular messaging platforms such as Facebook Messenger, WhatsApp, LINE, WeChat, and others. Unifying these systems in a single interface that integrates with your customer service application is best practice.
  • Having one single interface to manage and make payments – within the app itself or on the social messaging platform. Conversational commerce is about creating an ongoing relationship with customers throughout the entire customer journey. Don’t just focus on the sale or the post-sales experience – customers expect to be able to interact with your business from their platform of choice regardless of their need or stage in the customer journey.
  • Embed deep analytics into the communication services to help the organisation better deliver a personalised CX.
  • Ensure you have a solid, unified knowledge management interface at the backend so that all questions lead to the same answers regardless of channel, platform or touchpoint.

Your opportunity to drive greater business success lies in your ability to better win, serve and retain your customers. Refresh your customer strategy and capability today to make 2021 an exceptional year for your business.

Improve Customer Experience eBook
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Uniphore-Expanding-AI-Capabilities-for-Contact-Centres
Uniphore Expanding AI Capabilities for Contact Centres

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Uniphore, a Conversational Service Automation (CSA) provider in the contact centre space announced two new services – U-Trust portfolio and U-Assist Assurance solution to support call centre agents and operations. The U-Trust portfolio includes U-Trust Agent to authenticate agents using unique voiceprints and U-Trust Environment to protect sensitive data. The other offering, U-Assist Assurance integrates RPA along with conversations AI and machine learning to track and deliver commitments made by agents in real-time during the call, to align with customer expectations and manages fulfilment post calls.

Security and Automation Driving Investments in Contact Centres

With agents working from both their home and the office, security is a bigger issue today than ever before. In 2021, contact centres will be under pressure to ensure all security requirements are met. For example: agents taking screenshots and photos of confidential information; family members having access to customer conversations and data; how agents access customer data. These are pertinent concerns that must be addressed and mechanisms around securing customer data will be of utmost priority. Any form of misuse of customer’s private information can have negative implications on the brand of a company.

Key security threats to customer data in contact centres

With security efforts high on the agenda for contact centres, Uniphore is addressing critical issues faced by contact centres. The U-Trust portfolio aims to leverage biometrics for voice authentication and ensure safety in customer data handling. Uniphore is clearly listening to the market and have identified “problematic areas” that must be addressed. Ramping up security efforts especially with the work from anywhere model will be high on the agenda for every contact centre.

What is sometimes not talked about often enough in contact centres, is the integration to the back office. There are often follow ups required after the customer interaction – for example when a product needs to be ordered or serviced, the back office has an integral part to play in delivering customer experience. As contact centres realise that back office integration is critical there will be greater Investments in workplace collaboration, robotic process automation (RPA) and other automation technologies.

Uniphore is carving out a name in Conversational Service Automation. They are investing heavily in building an end-to-end automation solution for contact centres across Conversational AI, RPA and security capabilities. Cost pressures are rising and the need to automate will be greater than ever in 2021. 

Uniphore focused on Growing AI/Automation Capabilities through Acquisitions & Partnerships

The last 12 months have been impressive for the company in terms of partnerships and acquisitions. For example, last October they partnered with NTT Data and will license NTT’s RPA technology for contact centres. The company issued a press release saying based on internal projections and the opportunities currently underway, this partnership could generate more than USD 50 million in revenue over the next five years. They also announced a partnership with Sitel. Through the partnership, Sitel will deploy Uniphore’s solution to its customer base. These are global partnerships that will help Uniphore scale its presence with outsourcers and in-house contact centres and help them with their customer experience transformation efforts.

Last month saw Uniphore collaborating with Idiap Research Institute, and joined World Economic Forum’s (WEF) Global Innovators Community. Uniphore and Idiap will work on the development of speech recognition algorithms, spoken language and signals for detection of emotions and semantic and pragmatic applications to generate insights and enhance customer experience. As a member of WEF, Uniphore will focus on co-designing and developing policy frameworks, standards for protecting children, creating an AI regulator for the 21st century and addressing concerns of facial recognition technology.

They also acquired Spanish video and emotion AI start-up Emotion Research Lab. Through this acquisition, Uniphore is looking to create advanced AI-based voice and video products for innovations in conversations service automation services and to expand its footprints in the European market. Moreover, combining voice and video AI with automation and machine learning will open up new use cases, including customer experience, sales, marketing, HR and other critical areas of business.

The comprehensive portfolio solution aims to strengthen overall contact centre interactions between customers and agents, optimise the connection through RPA and improve the contact centre security aspects through agent verification and data security.


2021 will see contact centres, dealing with new ways of working by employing various AI and Automation capabilities. See how you can empower your teams and agents to deliver exceptional customer experience in 2021. We outline the contact centre trends for 2021 in our Ecosystm Predicts: The Top 5 Contact Centre Trends for 2021 report.

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8×8 and Verint Partner for an integrated Solution

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Last week saw 8×8 and Verint announce a partnership that aims to deliver integrated cloud-based contact centre services and workforce management applications to medium and large enterprises worldwide. The integrated solution will leverage 8×8’s expertise in unified communications as a service (UCaaS) and contact centre as a service (CCaaS) with Verint’s workforce management solutions.

The Need for Better Workforce Optimisation Solutions

Talking about the need for integrated solutions such as this in the Contact Centre space, Ecosystm Principal Advisor for Enterprise Communications and Contact Centres, Audrey William, says, “With agents working from both their homes and the office, contact centres will be challenged with managing staffing requirements and scheduling. The key to delivering exceptional customer experience will be to have the right agent working on the right assignments, across the right channels. On top of that, contact centres have to manage shifts, flexible work hours and part-time agents working across multiple locations. This does not make workforce optmisation an easy task!”

“Driving better employee experience is a top priority for contact centres – and this will include investments in solutions that can alleviate stress for the agent. The industry continues to be challenged by agent attrition – the most common causes being work overload and stress. To provide a consistently good customer experience, contact centres have to listen better to their agents, understand their workloads better, show empathy, and monitor their emotional well-being A workforce optimisation solution will ensure that inbound enquiries are not impacted, and agents’ times are better utilised, through forecasting and better scheduling.”

Synergy between 8×8 and Verint

The single-vendor integrated communications and contact centre solution is anticipated to create better customer engagement and smoother remote operations by empowering employees and agents to plan, forecast and schedule contact centre activities and manage workloads through omnichannel routing.

William says, “8×8 has been establishing its presence in the unified communications and contact centre solutions space in Asia Pacific, particularly in small and medium enterprises (SMEs). Partnering with a market leader in workforce management such as Verint is a positive step. Verint’s strengths in gap analysis from historical data patterns and predicting will help 8×8’s customers to drive optimisation and accuracy in planning in the contact centre. This will have an impact on reducing overstaffing and overtime. Additionally, it will give agents greater control over their schedules and the flexibility to plan their shifts around their desired hours of work.”

“While 8×8 has its own workforce engagement solution, this partnership demonstrates how 8×8 is elevating its game and wants to offer its customers a more robust workforce management solution through Verint Monet and Verint Enterprise. This solution is also out of the box for 8×8’s customers without the need for professional services. That is a plus!”, says William.


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