Zoom has announced their intention to acquire cloud contact centre service provider Five9 in an all-stock deal for about USD 14.7 Billion. This is Zoom’s largest-ever acquisition as the communications platform continues to expand their services and launch new products. The deal is expected to be completed in the first half of 2022 and Five9 will be an operating unit of Zoom.
The last year has seen Zoom scaling up their product offerings, including cloud calling solution – Zoom Phone, conference hosting solution – Zoom Rooms, and applications and productivity tools – Zoom Apps and Zoom Marketplace. Zoom also acquired real-time translation startup Kites GmbH to offer multi-language translation capabilities, and Keybase – a secure messaging and file-sharing service to build end-to-end encryption for its video conferencing platform.
Ecosystm Analysts share their thoughts on Zoom’s strategy and roadmap, how Five9 will augment Zoom’s capabilities, and the impact the acquisition will have on Zoom’s competitors and the market.
Why Contact Centre?
Ecosystm Principal Advisor Tim Sheedy says, “Zoom is moving beyond its period of ‘organic hypergrowth’ brought on by the pandemic. While the paying customer base for their core video collaboration service will continue to grow, growth rates are likely to begin to track the market. To grow beyond market rates, Zoom needs to move into new markets – through product development or acquisition.”
Talking about the importance of voice services, Sheedy adds, “Voice services are an obvious adjacent market to help drive growth, and Zoom already has seen some success with their Zoom phone service and associated devices – in fact, they already have 1.5 million users. The Five9 acquisition gives the company a stronger and deeper capability in the voice sector; buying them a significant chunk of the voice services in business – the contact centre. In many businesses, the contact centre already accounts for over 50% of their voice minute usage, so winning this space will go a long way towards winning the overall voice and collaboration supplier in enterprises.”
Ecosystm Principal Advisor Audrey William predicts exciting times ahead for Zoom. “With Zoom already having a platform for video, then bringing voice into that equation and now a contact centre solution, makes them take on their competitors in an all-native cloud stack. There is a still a large installed base of on-prem UC customers and with Zoom seeing success with Zoom phones in the short time frame since its launch, this is where this will get exciting for Zoom. The telephony piece is still important in the race to simplify how we work, communicate, and collaborate today. It is that same voice/telephony discussion that can lead to a routing discussion, which then leads to a contact centre discussion.”
Ecosystm research shows that 54% of organisations are challenged in their customer experience delivery because of integration issues between multiple platforms. William sees this as an opportunity for Zoom. “The use cases to integrate workflows into the video environment is going to be important for Zoom. Video is now being used to solve customer service issues like letting the agents take over the screen to see how to help solve the customer problem immediately by using video and contact centre applications. The ability to bring this natively together will be very powerful. Zoom is investing heavily into apps and working to partner with ISVs who can develop workflows suitable for easy customer communication in specific industries such as Healthcare and Financial Services.”
Five9 is considered a pioneer in cloud contact centre solutions and owns a comprehensive suite of applications for contact centre delivery and customer management operations across different channels. Five9 has made several acquisitions and enhancements to their CCaaS solution in recent years to make their stack more complete with richer AI offerings. They include Inference Solutions to offer their customers a Conversational AI solution and Whendu’s iPaaS platform which provides a no-code, visual application workflow tool.
William says, “More contact centres want to do away with monolithic IVR systems that confuse customers with too many long menus. The Agent Assist solutions are also gaining importance especially in the hybrid work model where agents face challenges working in isolation and not being on a floor with their colleagues and managers.”
Five9 has acquired a cloud workforce optimisation provider Virtual Observer. “So, we are not looking at just a basic level contact centre solution but an offering with important capabilities demanded by customers,” says William. “During the investor call this week, Zoom’s Eric Yuan and Rowan Trollope made it clear that they have been listening to customer feedback on how effective it would be to have a single platform that can accommodate UC and contact centres in the cloud. Zoom also sees Five9 as a good fit culturally; and their goal now will be to disrupt all legacy systems with cloud-native communications.”
What lies ahead?
William thinks that Zoom’s competitors will be watching this integration closely, especially those that lack an all-in-one native cloud UCaaS and CCaaS stack. “However, some of Zoom’s competitors have an established base of large enterprise customers and have done well to grow revenues and defend their base over the years. Working with in-country partners and ISVs will be critical for Zoom’s growth across regions.”
Sheedy thinks that the most important takeaway from this acquisition is not that Zoom is moving into the contact centre space. “It is that Zoom realises they have a “once in a generation” opportunity to grow beyond their core and cement their position as a supplier of collaboration and communication services – and that they are willing to flex their balance sheet and share price to create their future. The competition – from Microsoft in particular – will be strong. Google, AWS, Salesforce, and Facebook are also making a play for this market. Zoom has found themselves in their current position of strength due to good luck and good timing – and they appear to be telling the market that they aren’t going to give up their leadership without a significant battle.”
“Enterprises will be the true winners in this battle – with better, more integrated, lower cost and easier to implement communications and collaboration solutions for their employees and customers,” adds Sheedy.
Last week Zoom announced a USD 100 million Zoom Apps Fund to promote the development of Zoom’s ecosystem of Zoom applications, integrations, video, developer tools, and hardware.
As part of Zoom Apps Fund, the company will invest in a portfolio of companies that are promoting and innovating on Zoom’s video conferencing platform. The portfolio companies will receive initial investments between USD 250,000 and USD 2.5 million to build solutions. To support the practice, Zoom is providing its tools and expertise to various start-ups, entrepreneurs, and industry players to build applications and integrate Zoom’s functionality and native interface in their products.
In March, Zoom introduced an SDK designed to help programmers embed Zoom functionality inside their applications. Zoom SDK is a component of Zoom Developer platform which includes SDKs, APIs, webhooks, chatbots, and distribution for applications and integration. Last year Zoom launched Zoom Apps and Zoom Marketplace at its Zoomtopia virtual conference to bring applications and productivity into the Zoom experience.
Zoom is not alone in evolving their Unified communications as a service (UCaaS) capabilities and market. Tencent rolled out their video conferencing solution for the global market, Facebook expanded their offerings in videoconferencing applications through the integration of new features, Google announced a series of upgrades and innovations to better support the flexibility needs of frontline and remote workers in Google Workspaces, and Microsoft introduced Viva that aims to bring together communications, knowledge, learning, resources, and insights together.
“Ecosystm research shows that 50% of organisations will continue to increase use of collaboration platforms and tools in 2021. However, if videoconferencing remains just a tool to log in to for meetings without purpose-built workflows and functionality that suit worker profiles, then it will start losing its attractiveness. Vendors need to work on user interface, UX, the lighting, security, audio quality and many other aspects that draws users to the platform.
The big question is what next for videoconferencing vendors? How can engineering teams innovate to build the capabilities organisations want when they use drawing tools, share images, have chats and discussions within collaboration platforms? How do you make the experience real so employees can “live and breathe” in the environment?
Zoom investing in understanding what apps and workflows are suited for a particular vertical or business is fundamental to the future of video and collaboration and will be a big game changer.”
“Zoom is continuing to expand the markets in which they operate and investing in start-ups increases their opportunities to grow as a platform. Their App Marketplace already offers a rich source of innovations, with Zoom themselves appearing to develop integration with market leaders such as Salesforce and HubSpot in the CRM category. This has led to Zoom integrations in close to 80 CRM products – including integrations developed in-house by Salesforce and HubSpot to supplement Zoom capabilities.
They are promoting an open web and audio-conferencing platform that does not limit users to the walled-garden approach of competitors such as Microsoft Teams.
Zoom’s strategy creates the opportunity for CIOs to access a widely used, rich functionality, digital collaboration channel – one they can integrate seamlessly into their existing digital channels knowing that their customers are likely to be highly familiar with the user experience.”
Get more insights on the impact of the COVID-19 pandemic and technology areas that will see innovations, as organisations get into the recovery phase.
This announcement comes on the back of several wins for BetterUp. To boost employee performance and organisational growth NASA and the Federal Aviation Administration (FAA) partnered with BetterUp to support new ways of coaching and preparing a workforce for change. The world’s largest brewer, AB InBev has partnered with BetterUp to strengthen diversity and inclusion through BetterUp’s coaching platform.
The Need to Improve Employee Experience
The pandemic changed the working arrangement of millions of employees and industries across the globe who are now working remotely or in a hybrid environment.
Ecosystm Principal Advisor, Audrey William says, “Driving better employee experience (EX) should take centre stage this year with enterprises putting employees at the centre of all initiatives. We will see EX platforms get integrated further and deeper into workplace collaboration and HR applications. In the last 12 months, we have seen apps monitoring wellness and sleep, training and coaching, meditation, employee motivation, and so on sit within larger collaboration platforms such as Slack, Zoom, Microsoft, Cisco and others.”
While the primary focus has been on optimising the work environment, it is time for organisations to start focusing on employee well-being. Ecosystm research shows that organisations implemented several measures to empower a remote workforce last year when the pandemic hit. But there was not enough focus on employee well-being (Figure 1).
William says, “A hybrid work environment may have negative impact on your employees. You may face issues such as longer working hours, employee burnout, lesser social engagements and connection, loneliness – and mental and emotional issues and depression”.
“Organisations that place an emphasis on the employees will see their revenues grow and also see less attrition. The more you invest in your people, the more you will get back in return. It is as simple as that! You can see that now in some organisations where employees are being given more flexibility, employers are not dictating how they should work, diversity and inclusion efforts have become mainstream, and efforts are being made to make employees feel like they belong.”
William adds, “However, Ecosystm research finds that organisations have gone back to putting customers and business growth first – losing focus on their employees. Only 27% of organisations globally say that they have improving employee experience as a key business priority in 2021. It is time for this culture and mindset to change. And solutions such as BetterUp can make a difference.”
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 Principal Advisor, Ravi Bhogaraju says, “It is becoming clear that companies and individuals are grappling with three issues – the changing size and composition of the workforce; the productivity of those who are driving the businesses; and attracting, reskilling and engaging the broader workforce.” These are the challenges that tech providers will have to help organisations with.
Workspace is Google’s office productivity suite comprising video conferencing, cloud storage, collaboration tools, security and management controls built into a cohesive environment. The new features announced by Google Workspaces include Focus Time to avoid distractions by limiting notifications, recurring out-of-office and location indicators to make colleagues aware if the person is working from home or office, support for Google voice assistant in workplaces, second-screen experiences to support multiple devices, and features for frontline workers designed to help mobile employees collaborate and communicate better with the rest of the organisation. Google is also working on a trimmed down version of Google Workspace – Google Workspace Essentials – which will provide support for Chat, Jamboard, and Calendar. Workspace is estimated to have 2.6 billion monthly active users.
Bhogaraju says, “One of the issues that is fast emerging as significant is not just the employee experience or customer experience but the complexity of the digital workplace as platforms introduce newer and advanced features. In the end, there has to be simplicity, clarity, and a clear focus on the goals – not just an overload of features that makes life more complex for the employee. It would be critical to enable these features thoughtfully and reskill staff adequately so that the adoption and impact to business process is felt in their day-to-day activities.”
Workspace Transformation across Industries
With many of Google’s employees and developers working remotely, the company has first-hand experience of the challenges of remote working and is leveraging the experience. Google Workspace is also working on custom solutions for various industries. In Retail for example, Woolworths, rolled out Google Workspace and Chrome for geographically dispersed teams to collaborate in real-time and adopt custom-made applications linked to global servers to allow managers to log and address tickets from the shop floor itself. Similarly in Aviation, All Nippon Airways uses Google Workspace to allow pilots, cabin attendants, HR and finance staff to communicate and collaborate in real-time across the globe, using Google Meet, Google Docs, Google Sheets and Google Slides from their PCs, smartphones or tablets. Google retains its focus on the Education industry – Google Workspace Education Fundamentals is free for all qualifying institutions. Solutions such as Google’s Classroom, Teach from Anywhere hub, roster sync, mobile grading and EdTech tools aim to enable better learning and teaching experience for students and educators.
Tech Companies Revamping their Collaboration Offerings
With more companies rethinking their work policies, leaders in the collaboration space are also stepping up their game to evolve their offerings for the hybrid norm. Microsoft’s Viva unifies the experience across Teams and Microsoft 365 for employee communications, wellbeing, learning and knowledge discovery. Similarly, Zoom too has upgraded and integrated various utility, sharing, and management features to support a hybrid workforce. Tech companies are being forced to invest in creating next-generation tools to stay relevant, as Future of Work models continue to shift and evolve.
As tech companies evolve their capabilities, Bhogaraju warns organisations on how they should leverage them. “While technology companies continue to deliver feature rich suites – in reality the uptake and embedding of these programs into the day-to-day business processes is still in its early stages. Business, HR and IT teams continue to struggle. They tend to operate within independent thought silos and there is limited consensus on which feature is really needed and how it can add to the productivity and efficiency. Without this crucial context and an effective change management program – they remain rich features and not impactful ones.”
The hybrid workplace model is gaining popularity in 2021. Check out Ecosytsm’s top 5 Future of Work Trends For 2021. Signup for Free to download the report.
2020 was a breakout year for SaaS providers – and a tough one for a lot of on-premises software vendors. SaaS (or mainly SaaS) providers like Salesforce, Zoom, Microsoft had record growth and some of the best quarters in their history, while other mainly on-premises software providers have had poor quarters. SAP is even accelerating the transition to a 100% cloud-based business as their revenue suffers. The race to deploy SaaS tools and platforms is well and truly happening. Many of the usual ROI models and business cases have been abandoned as the need for agility – to drive business change at pace trumps most other business needs. Ecosystm data validates this
This trend will continue in 2021 – in fact, we expect it to accelerate. Most SaaS solutions (such as CRM, ERP, SCM, HRM etc.) are implemented by less than 30% of businesses today – which means the upside for the SaaS providers is huge.
Hybrid Cloud Will Finally Become Mainstream
The sudden move to remote working in 2020 forced most organisations to increase their use and reliance on cloud-based applications. Employees have relied on collaborative tools such as Zoom, Microsoft Teams and WebEx to conduct virtual meetings, call centre workers had to respond to calls from home – most if not all relying on cloud-based apps and platforms. This trend is set to continue going forward. Ecosystm research finds that 44% of organisations will spend more on cloud-based collaboration tools in the next 6-12 months.
But the forced adoption of these tools has also prompted many – especially larger organisations – to worry about losing control of their IT resources, including worries related to security and compliance, cost, and reliability. As for the latter, both Microsoft Azure and Zoom experienced outages after the pandemic hit and this has made many organisations wary of relying too much on a single public cloud platform. Ecosystm therefore expects a sharp increase in focus on hybrid cloud platforms in 2021 as IT Teams seek to regain control of the apps and services their employees rely the most upon.
Carrier Investment in 5G Will Give Edge Computing a Boost
The gap between the hype around edge computing and the actual capabilities it offers will narrow in 2021 as 5G networks are built out. One of the most promising methods of deploying edge computing involves carriers embedding cloud capacity in their own data centres connected to their 5G networks. This ensures data does not unnecessarily leave the network, reducing latency and preserving bandwidth. This combination of 5G and the Edge will be of particular benefit to applications that until now have faced a trade-off between mobility and connectivity. Over the last twelve months, the major hyperscalers announced their 5G edge computing offerings, and some of the major global telecom providers have served as test cases by partnering with at least one hyperscaler and will likely add more over the next year. Expect this ecosystem to expand greatly in 2021.
Cloud environments can benefit from pushing computing-heavy workloads to the Edge in much the same way as IoT and provides a great platform for managing the edge computing endpoints. The flipside of pushing containers to the Edge will be the increased complexity and the fact that the number of attack surfaces will increase. Containerisation must therefore be deployed with security at its core.
Stateful Applications Will Move to the Cloud with Containers and Orchestration
As organisations seek to migrate workloads and applications between platforms in an increasingly hybrid cloud environment, the need for “lifting and shifting”, refactoring and partitioning applications will increase. These approaches all have their shortcomings, however. Lifting and shifting an application may limit its functionality now or in the future; refactoring may take too long or be too costly; and partitioning is often not feasible or possible. A better approach to this task is to modernise the applications to make use of application containers like Docker, Windows Server Containers, Linux VServer and so on, to enable a faster and more seamless way to migrate applications between platforms. We also see container orchestration environments like Kubernetes and containerised development and deployment platforms like IBM’s Cloud Paks.
How these technologies are used to deploy stateful applications in multicloud environments will evolve. A raft of container management platforms, based on Kubernetes, are being released to simplify what was once a complex DIY process. New entrants will look to challenge the cloud hyperscalers, virtualisation giants, and Kubernetes specialists. The emerging features that previously required cobbling together third-party tools, like service mesh, data fabric, and machine learning, will speed up containerisation of stateful core applications. The deployment of containers on bare metal rather than in virtualised environments will also gather pace. The most challenging task will be delivering containerised applications at the Edge, forcing developers and platform providers to create inventive solutions.
Serverless will take us a step closer to NoOps
As the application lifecycle speeds up and the distinction between development and operations shrinks, the motivation to adopt serverless computing will grow in 2021. While NoOps, the concept that operations could become so automated that it fades into the background, is still a distant goal, serverless computing will make a stride in that direction by abstracting the application from the infrastructure. Having seen the agility benefits of a microservices architecture, many DevOps teams will experiment with breaking services down further into functions. Moreover, the pay-as-you-go model of serverless will appeal to OpEx driven organisations. Expect stories of bill shock, however, as were seen in the early days of cloud adoption. While AWS Lambda is currently considered the serverless industry standard, it is likely that in 2021, Microsoft, Google, and IBM will ramp up efforts in this space. Each of these providers will build out their offering in terms of languages supported, event triggers, consumption plans, machine learning/AI options, observability, and user experience.
Human-centricity Will be Front and Centre of Organisational Priorities
2020 saw immense humanitarian disruption. Enabling remote work was a key component of business continuity. Both organisations and their employees have a better understanding now of the implications of remote working and how it can be made to work. They are also aware of the challenges of remote working. Monitoring productivity, maintaining the right work-life balance and ensuring employee emotional well-being have been challenging. Despite the challenges, hybrid/blended working is definitely here to stay. Employees will expect more options on the location of their work, often choosing to work where they are most productive.
All decisions related to the organisation, filtered through the lens of human-centricity, will drive better employee engagement – and engaged employees provide better customer experience. Organisations that will operationalise this at scale and across cultures will emerge as success stories.
Technology Will Bond with Facilities and Operations – Connecting with HR Will be a Challenge
There has to be an alignment between the Business, People, Work Environment and Technology to make an organisation truly empowered to handle sudden pivots that will be required in 2021 as well (Figure 1).
This will require cross-departmental coordination and synergy. Tech teams have traditionally driven the Digital Workplace strategy; now they will have to work closely with Operations and Facilities Management teams on “Smart and Safe Office” strategies. That may not be the real challenge given that there are overlaps between these three teams – they have a shared language and similar KPIs. The real challenge will be the need for Tech teams and HR to work more closely to improve the overall employee experience, including a focus on employee productivity and wellness. Human-centricity makes the role of HR even more important – IT will find it challenging to find common grounds as there have traditionally been few shared KPIs between these two departments.
Office Spaces Will Become Truly Digital
The hybrid/blended workplace model means that the physical workplace is not disappearing soon. Even as the model evolves for each organisation, what becomes clear is that employee expectations have changed drastically in the last year, and the traditional employee experience expectations of Salary, Recognition, and Job Satisfaction may not be enough. Employees will now expect flexibility, social cohesion, and effective communication. If they are to return to the physical office, they will expect the same benefits as working from home.
This will drive the adoption of digital tech to ensure the office space is safer, more effective and a productive environment for the employees and the business. Two key areas of focus will be on seamless access to information and employee control over work environment.
Providers Will Deepen Digital Workplace Offerings, but the Market Will Not Consolidate
Key tech providers in the digital workspace space (such as Microsoft, Google, Zoom, Cisco, AWS and so on) will broaden their capabilities and make it easier to procure and use solutions. It will no longer be a “tool-centric” approach (chat, video, document sharing, online meetings, whiteboards and so on) – it will become a platform play. Information workers will be able to choose the approach that best fits the problem they are trying to resolve, without being limited by the capabilities of the tool. E.g. documents will be sharable and editable within chats; whiteboards will be integrated into all other communication services and so on.
Tech providers will deepen and strengthen their capabilities organically and acquisitions will mostly be about buying market share, customers and not the technology.
Industry-centric Digital Workplace Services Will Emerge and Witness Rapid Growth
The Services industry has been leading in the adoption of digital workplaces – but blue-collar roles and front-line employees will also start benefiting from these technologies. In 2021, new digital workplace capabilities will extend beyond the employee base to systems that drive better connectivity and communication with customers. This will open the market up for smaller, niche players (and this may well run counter to the previous trend). Tech teams will focus on employees and a platform-based approach to collaboration, while Customer teams and others will implement tools and platforms to better communicate outside of the business. The next few years will bring the traditional “employee-centric” collaboration players into direct competition with the “customer-centric” ones. Those that play across both today (such as Google) will be better positioned to win the enterprise-wide “Future of Work” style deals.
Video conferencing company Zoom hosted its virtual Zoomtopia user conference lasts week. Given the attention the company has received as the de-facto standard video communication service for the many stranded work-from-home folks, Zoom has been using the event to launch a number of new products. This includes bringing into general availability its OnZoom events platform and marketplace, and introducing Zapps which brings apps from other providers into the Zoom experience.
In this age of work-from-home connectivity, we are all asked to multi-platform depending on customer preference, company standards and choice of scale-out from a licensing perspective. But will video-led unified communications help position Zoom to be the infrastructure platform of choice of the workforce? Will Zoom as a Platform (ZaaP!) become a well-used phrase to discuss unified collaboration infrastructures?
The agenda of Zoomtopia, covering healthcare, government, financial services, sales engagement, blending learning in education, mindfulness, CSR, and a whole gambit of other vertical topics, demonstrates a virtual play to highlight use cases where other platforms have focused on the horizontal aspect of productivity.
If you compare Microsoft’s horizontal approach with Cisco’s networking approach, both come from places of productivity. Zoom, being video-led and UC oriented, comes from a place of communication and collaboration. Is collaboration now the real driver for the future of work?
Zoom connects the dots with these two product introductions. Zapps is designed to link productivity tools directly into the Zoom experience for user access to multiple applications from the platform. OnZoom allows hosts to run one-time events or event series with up to 100 or 1,000 attendees (depending on their license) and sell tickets for them. Zoom is also integrating the ability to receive donations through events via Pledgeling. Think a combination of EventBrite meeting GoFundMe meeting Facebook Events.
With the wide variety of activities during this social distancing period around the world that have been Zoom-powered, familiarity leads to experimentation and early adoption.
Without using the word ‘portal’ – Zoom as a Platform (ZaaP!) enforces the drive for a main infrastructure for live interaction via video as the main means of communication over written material or pre-recorded media materials. And many of us are video-led, more than ever.
Zoom is scaling rapidly. When it started out many years ago, they were known as a company that offered video sessions for free and everyone was wondering who this new kid on the block was. In a span of a few years, they have become a powerhouse.
The announcement of OnZoom is something that marketeers will take note of. Many marketeers are Zoom users but could be using other platforms for hosting events. The solution will have in-built tools for selling tickets, scheduling, gifting tickets, promotional activities, etc. Zoom is thinking about video and layering that with added functionality to run a large-scale event. You can see them going into using AI to churn out rich analytics on attendees, attendance rates, effectiveness of campaigns and so on. All of a sudden it is about hosting an event with in-built rich features plus analytics so events can be run better. They are reaching a new audience and making it a fully built all-purpose solution for event organisers and marketeers.
Security Front and Centre
Ecosystm research shows that security has been a key component in organisation’s COVID-19 responses – and rightly so (Figure 1).
While Zoom received some negative publicity this year around security, they were quick to admit the issues and made incremental changes in the subsequent months including an acquisition. With E2EE, no third party including Zoom is provided with access to the meeting’s private keys. Zoom’s E2EE ensures that communication between meeting participants using Zoom applications is encrypted using cryptographic keys known only to the devices of those participants. Zoom is starting to penetrate larger accounts and the security aspect is important as it is the top of the mind discussion for every business leader.
With the hybrid work model evolving between home and work, and work patterns changing, one thing that is going to stay is the use of video and collaboration tools and it is only going to accelerate (Figure 2).
What Zoom is doing well is how they take workflows and APIs seriously, making productivity flow into UC and UX, and not the other way around.
With longer work hours becoming a norm, growing instances of emotional stress and mental fatigue, UX becomes paramount. Knowledge workers want to seamlessly move between workflows and still find the experience simple and not tiring. Zoom is building on that vision as a platform enabler and infrastructure provider.
More insights on the impact of the COVID-19 pandemic and technology areas that will see transformation post COVID, as organisations get into the recovery phase, can be found in the Ecosystm Digital Priorities in the New Normal Study
Genesys and Adobe are collaborating on integrating Genesys cloud and the Adobe Experience Platform. The deeper integration of both platforms is aimed to give organisations a better omnichannel presence. The platform is live for users and Genesys and Adobe will introduce other features and capabilities throughout 2020. Genesys is already a partner of Adobe’s Exchange Program designed for technology partners to supplement Exchange Marketplace with extensions and applications for Adobe Creative Cloud users.
Augmenting the CX journey through Data Synchronization
Ecosystm data finds that 62% of contact centres have driving omnichannel experience as a key customer experience (CX) priority and 57% want to analyse data across multiple data repositories. However, when asked about the challenges of driving consistent CX, data access and integration appears to be a barrier in achieving their priorities. These challenges are the reason why getting a “true view” of the customer data has been an arduous task and achieving consistent CX continues to be a struggle.
William says. “The customer data collected by a particular service or department does not always move along in real-time with the customer interactions across different touchpoints. This complicates maintaining a real-time customer profile and impacts the CX.”
“Sales and Marketing have different KPIs and tend to view customer data from different angles. The data from in-store, Marketing and Sales interactions sits within departmental silos. They may deal with the same customers and not follow them through their entire journey. This leads to missed opportunities in reaching out to them at the right time with the right products to upsell, resell or provide better CX. Data synchronisation across channels, would solve that problem.”
Integrating Genesys and Adobe Experience Platform will give organisations the capability to provide contact centre agents with real-time customer data and profiles from a single point to provide an personalised experience. The platform is powered by Genesys Predictive Engagement that uses AI to provide more intelligence based on past interactions to drive effective, data-driven conversations. In addition to this, the partnership also enables businesses and marketing departments to customise campaigns and extend their digital and voice capabilities for optimal conversions. William says, “The ability to use AI to understand customer intent, behaviour and patterns is critical as it will allow brands to re-look at how to design the customer journey. When you keep using the same and outdated profile, it will be hard to have discussions around intent, customer interest and assess how customer priorities have changed. Accurate and automate data profiling will lead to more targeted and accurate marketing campaigns.”
Genesys Deepening Industry Partnerships
Genesys is re-shaping its strategy on Contact Centre as a Service (CCaaS) offerings through partnerships and working on its vision of providing Experience as a Service to its global clients. The need for CCaaS has been accelerated by the pandemic. Last month Genesys signed a five year deal with Infosys to develop and deploy cloud CX and contact centre solutions.
Earlier this year, Genesys partnered with MAXIMUS, a US Government services provider to set up the MAXIMUS Genesys Engagement Platform, an integrated, cloud-based omnichannel contact centre solution driven by the government requirement for public sector organisations to provide seamless customer experiences similar to those offered in the private sector.
The company has also partnered with various other industry leaders like Microsoft, Google Cloud, and Zoom to roll out cloud-based innovations to benefit customers.
Click below to access insights from the Ecosystm Contact Centre Study on visibility into organisations’ priorities when running a Contact Centre (both in-house and outsourced models) and the technologies implemented and being evaluated
Ecosystm Principal Advisor, Audrey William says, “During the COVID-19 pandemic, people have become reliant on voice, video and collaboration tools and even when things go back to normal in the coming months, the blended way of work will be the norm. There has been a surge of video and collaboration technologies. The need to have good communication and collaboration tools whether at home or in the office has become a basic expectation especially when working from home. It has become non-negotiable.”
William also notes, “We are living in an ‘Experience Economy’ – if the user experience around voice, video and collaboration is poor, customers will find a platform that gives them the experience they like. To get that equation right is not easy and there is a lot of R&D, partnerships and user experience design involved.”
AWS and Slack Partnership
Amid a rapid increase in remote working requirements, AWS and Slack announced a multi-year partnership to collaborate on solutions to enable the Workplace of the Future. This will give Slack users the ability to manage their AWS resources within Slack, as well as replace Slack’s voice and video call features with AWS’s Amazon Chime. And AWS will be using Slack for their internal communication and collaboration.
Slack and AWS are also planning to tightly integrate key features such as: AWS Key Management Service with Slack Enterprise Key Management (EKM) for better security and encryption; AWS Chatbot to push AWS Virtual machines notifications to Slack users; and AWS AppFlow to secure data flow between Slack, AWS S3 Storage and AWS Redshift data warehouse.
William says, “It’s a win-win for both vendors. AWS has sealed a good partnership for its Chime solution and other AWS cloud services. This ensures that Amazon Chime is used alongside a vendor with a reputation in the collaboration space. On the other hand, Slack gets the benefits of a robust cloud architecture including reliability and security and can now embed its collaboration offering with voice and video capabilities for its customers.”
The Competitive Landscape
The partnership between AWS and Slack has enabled Slack to scale and compete with more tools in its arsenal. The enterprise communication and collaboration market is heating up with announcements such as Zoom ramping up its infrastructure on Oracle Cloud. The other major cloud platform players already have their own collaboration offerings, with Microsoft Teams and Google Meet. The AWS-Slack announcement is another example of industry players looking to improve their offerings through partnership agreements. Slack is already integrated with a number of Microsoft services such as OneDrive, Outlook and SharePoint and there was talk of being integrated with Microsoft Teams earlier this year. Similarly, Slack has also integrated some GSuite tools on its platform.
“There is a battle going on now in the voice, video and collaboration space and there are many players that offer rich enterprise grade capabilities in this space. AWS is already Slack’s “preferred” cloud infrastructure provider, and the two companies have a common rival in Microsoft, competing with its Azure and Teams products, respectively,” says William.
The Single Platform Approach
The competition in the video, voice and collaboration market in becoming increasingly intense and the ability to make it easy for users across all functions on one common platform is the ideal situation. This explains why we have seen vendors in recent months adding greater capabilities to their offerings. For instance, Zoom added Zoom phone functionality to expand its offerings to users. Avaya released Spaces – an integrated cloud meeting and team collaboration solution with chat, voice, video, online meetings, and content sharing capabilities. The market also has Cisco as an established presence, providing video and voice solutions to many large organisations.
Organisations want an all-in-one platform for voice, video and collaboration if possible as it makes it easier for management. Microsoft Teams is a single platform for enterprise communications and collaboration. William says, “Teams has seen steady uptake since its launch and for many IT managers the ability to capture all feedback, issues/logs on one platform is important. Other vendors are pushing the one vendor platform option heavily; for example, 8×8 has been able to secure wins in the market because of the one vendor platform push.”
“As the competition heats up, we can expect more acquisitions and partnerships in the communications and collaboration space, in an effort to provide all functions on a single platform,” says William. “However, irrespective of what IT Teams want, we are still seeing organisations use different platforms from multiple vendors. This is a clear indication that in the end there is only one benefit that organisations seek – quality of experience.”