Importance of a Data-Driven CX for a Personalised Experience

5/5 (7)

5/5 (7)

As companies grapple with finding the right balance between managing multiple touchpoints and driving great customer experience (CX), the importance of getting the flow consistent – right communication to the client without spending too much time on re-directing calls or asking questions about a previous call or experience via a touchpoint – is becoming critical. The desire to impress a customer the first time they come into contact with a touchpoint is an area companies are looking to invest in. Using data as a means to understand customer sentiment before the call comes in will give the agent information to prepare them for making appropriate decisions during and after the call.

Case Study – Carsales

I was recently invited to an AWS Connect, Zendesk and Voice Foundry event in Sydney and it was great to hear from Carsales about how they re-invented CX. Prior to making the leap to deploying the solution from AWS Connect and Zendesk, they had been running their contact centre for years using a traditional contact centre platform. Some of the issues they  have faced over the years included the following:

  • Difficult and costly to customise
  • Expensive support costs
  • Expensive and difficult integrations
  • Difficult to extract reporting
  • Downtime for upgrades
  • Difficult to use

These issues are common challenges posed by traditional contact centre platforms. High costs of maintenance and expensive integration costs are some of the challenges I hear of when speaking to end-users. The contact centre and CX industry are at an inflection point where organisations are evaluating how best to drive great CX and at the same time considering how to work with vendors that can help drive innovation in CX. Carsales eventually shortlisted 4 players before making the decision on which cloud provider to work with. They ended up working with Zendesk and AWS Connect.

Carsales recognised the need for a CX solution that could use the data they already have on their customers in Zendesk and Salesforce CRM systems to create a unique experience for each interaction. It was important for them to have a solution that would simplify data warehousing and analytics to make it easier to get a full view of the customer. By integrating the CRM application to AWS Connect as the CX orchestration engine. to bring the contact centre and CRM applications together helped Carsales deliver a personalised CX for their customers.

WHY AWS Connect?

These have come off the points mentioned by Carsales as to why they selected AWS Connect:

  • Cloud-Based (accessible anywhere)
  • No downtime for upgrades
  • Access to Data (Lambda and APIs) via ZenDesk and Salesforce
  • Easy UI
  • Support from implementation partner Voice Foundry
  • Affordable solution
  • Access to great technology such as Speech to Text (Polly), Speech Recognition (Lex) and Analytics (Transcribe and Comprehend)
  • Scalable and customisable call flows

In the global Ecosystm Cloud study, as depicted by the chart below, about 53% of organisations state that increased work processes and efficiency are a key benefit of the cloud.  Nearly half the organisations rate flexibility and scalability and improved service levels and agility as the main benefits of a cloud deployment.

Implementation Learnings

What Carsales found about the AWS Connect solution, is how changes can be made easily. Most configurations can be made by the contact centre staff and there is no need to go to IT.  Their primary aim was to deliver a personalised CX by accessing data from other internal systems (CRM, proprietary databases, etc) and the solution addressed this need.

The advice that Carsales gives to others implementing a Cloud Contact Centre are:

  1. Ensure that you have invested in the network to support voice over IP.
  2. Make sure that your headsets are compatible to ensure full functionality.
  3. Engage with a partner rather than implementing the platform on your own. Although you can implement AWS Connect solution on your own, it can be difficult. Voice Foundry was a great implementation partner.

The Importance of Data-Driven CX

The market is witnessing a shift where organisations are looking for new and more agile platforms for CX. The challenges, as highlighted by Carsales – such as existing solutions being difficult and costly to customise – are some of the common challenges we are hearing from organisations about the limitations of traditional telephony and contact centre solutions. Whilst the traditional vendors still have a majority share of the market, that is changing. Some of the new cloud contact centre vendors are offering new and dynamic ways of driving a better experience for the users of the technology – from agents to those that manage the contact centre solution. The ability to add agents when needed has become easier (without intervention from IT) and cloud provides better security due to the multiple back-ups and redundancies it offers. The ability to reduce maintenance and customise applications with new agile methodologies and APIs are driving a new era in the contact centre market. The single most important area is deep analytics. The ability to have deep analytics to understand the customer better as a starting point before a call, during a call and after the call is critical. Artificial intelligence can be used to better understand customer sentiment and detect trends in customer data.

The shift from traditional contact centres to cloud contact centres is happening and no longer just with mid-market companies. Large organisations are making the shift to the cloud as the benefits are apparent. Implementing a data-driven culture is key to driving a personalised CX. The tight integration between CRM databases and the applications in the contact centre is becoming more important than ever.

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Nvidia and Intel Race For The Future Of Machine Learning

4/5 (4)

4/5 (4)

Two things happened recently that 99% of the ICT world would normally miss. After all microprocessor and chip interconnect technology is quite the geek area where we generally don’t venture into. So why would I want to bring this to your attention?

We are excited about the innovation that analytics, machine learning (ML) and all things real time processing will bring to our lives and the way we run our business. The data center, be it on an enterprise premise or truly on a cloud service provider’s infrastructure is being pressured to provide compute, memory, input/output (I/O) and storage requirements to take advantage of the hardware engineers would call ‘accelerators’. In its most simple form, an accelerator microprocessor does the specialty work for ML and analytics algorithms while the main microprocessor is trying to hold everything else together to ensure that all of the silicon parts are in sync. If we have a ML accelerator that is too fast with its answers, it will sit and wait for everyone else as its outcomes squeezed down a narrow, slow pipe or interconnect – in other words, the servers that are in the data center are not optimized for these workloads. The connection between the accelerators and the main components becomes the slowest and weakest link…. So now back to the news of the day.

A new high speed CPU-to-device interconnect standard, the Common Express Link (CXL) 1.0 was announced by Intel and a consortium of leading technology companies (Huawei and Cisco in the network infrastructure space, HPE and Dell EMC in the server hardware market, and Alibaba, Facebook, Google and Microsoft for the cloud services provider markets). CXL joins a crowded field of other standards already in the server link market including CAPI, NVLINK, GEN-Z and CCIX. CXL is being positioned to improve the performance of the links between FPGA and GPUs, the most common accelerators to be involved in ML-like workloads.

Of course there were some names that were absent from the launch – Arm, AMD, Nvidia, IBM, Amazon and Baidu. Each of them are members of the other standards bodies and probably are playing the waiting game.

Now let’s pause for a moment and look at the other announcement that happened at the same time. Nvidia and Mellanox announced that the two companies had reached a definitive agreement under which Nvidia will acquire Mellanox for $6.9 billion.  Nvidia puts the acquisition reasons as “The data and compute intensity of modern workloads in AI, scientific computing and data analytics is growing exponentially and has put enormous performance demands on hyperscale and enterprise datacenters. While computing demand is surging, CPU performance advances are slowing as Moore’s law has ended. This has led to the adoption of accelerated computing with Nvidia GPUs and Mellanox’s intelligent networking solutions.”

So to me it seems that despite Intel working on CXL for four years, it looks like they might have been outbid by Nvidia for Mellanox. Mellanox has been around for 20 years and was the major supplier of Infiniband, a high speed interconnect that is common in high performance workloads and very well accepted by the HPC industry. (Note: Intel was also one of the founders of the Infiniband Trade Association, IBTA, before they opted to refocus on the PCI bus). With the growing need for fast links between the accelerators and the microprocessors, it would seem like Mellanox persistence had paid off and now has the market coming to it. One can’t help but think that as soon as Intel knew that Nvidia was getting Mellanox, it pushed forward with the CXL announcement – rumors that have had no response from any of the parties.

Advice for Tech Suppliers:

The two announcements are great for any vendor who is entering the AI, intense computing world using graphics and floating point arithmetic functions. We know that more digital-oriented solutions are asking for analytics based outcomes so there will be a growing demand for broader commoditized server platforms to support them. Tech suppliers should avoid backing or picking one of either the CXL or Infiniband at the moment until we see how the CXL standard evolves and how nVidia integrates Mellanox.

Advice for Tech Users:

These two announcements reflect innovation that is generally so far away from the end user, that it can go unnoticed. However, think about how USB (Universal Serial Bus) has changed the way we connect devices to our laptops, servers and other mobile devices. The same will true for this connection as more and more data is both read and outcomes generated by the ‘accelerators’ for the way we drive our cars, digitize our factories, run our hospitals, and search the Internet. Innovation in this space just got a shot in the arm from these two announcements.

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