Zoom Is Driving Further Into The Customer Service Market

Zoom CCaaS a big bet on the future of customer service

Zoom already integrates with the most pop contact-center-as-a-service platforms. So why has Zoom come out with a CCaaS of its own?


When you lot call your local cable provider considering the internet is down and you can’t scout Netflix, it can be a struggle to find words to draw what’due south going on in the back of the modem. Most customers aren’t tech-savvy; they don’t know a Cat5e from a coaxial cable, and they couldn’t intendance less which is which.

That is the perfect use case for video in customer service. Video conferencing embedded into a contact centre agent’s dashboard with a simple-to-utilise customer client enables customers to prove, not tell, what the problem is.

Video for customer service isn’t just for telecommunications providers, of course. Contact-center-equally-a-service technology vendors such as Genesys, Twilio, Five9, Talkdesk, Dainty inContact and Salesforce (which partners with AWS to complete its CCaaS offering) have introduced video channels — including Zoom integrations — for contact center users of every stripe. That includes small and large businesses, B2B and B2C, and other emerging models such as B2B2C providing goods, services and everything in between.

Zoom itself has entered the CCaaS market place in the United States and Canada, which validates the futurity of video every bit a viable contact center aqueduct. Zoom’due south ain customer service platform wasn’t the video conferencing juggernaut’s first pick. Last year, Zoom attempted to purchase CCaaS incumbent Five9 for nearly $fifteen billion, but the deal brutal through afterward Five9 shareholders voted information technology down.

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In an interview before this year, Genesys CEO Tony Bates discussed how, as CEO of Skype more than a decade ago, he could meet the video revolution coming. It was clear that we as workers and consumers would develop instincts for escalating and de-escalating conversations between text, email and video channels.

What Bates couldn’t predict, he said, was how the pandemic would serve as a forcing function to make video conferencing permeate our work and home lives. Now everyone, from young children up to our elderly grandparents, knows how to “hop on a Zoom” at a moment’due south notice. Earlier 2020, it felt similar a complicated thing; now it’south smartphone second nature, like firing off a Tweet or ordering dinner delivery.

Executives at Salesforce and ServiceNow also talk almost how remote-assistant technology — which allows a client or field technician to send video from a smartphone to a contact heart agent or an expert in the visitor — is leading to a convergence of field service and customer service.

And then while the CCaaS market may already be crowded, at that place’s room for innovation as consumers and business users need video one-on-ones for customer service.

Video enables businesses to create a more personal, face-to-face customer service experience. That is important for B2B companies, whose customers most likely spend more than $99.99 a month for bones cable, internet and HBO Max. Video also works as a crucial grooming platform to onboard agents into a customer service squad at a time when many contact centers are staffed by remote workers.

So while the CCaaS market may already be crowded, there’s room for innovation every bit consumers and business organisation users demand video i-on-ones for client service. Zoom is clearly the lingua franca for video. We all know at present how to use information technology.

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A November 2020 Vonage survey of 5,000 consumers in 14 countries showed that consumers packed iv years’ worth of video chat adoption into seven months during 2020. While only 10% of consumers named video chat as their preferred communications channel with businesses and service providers, that was upward 67% from pre-pandemic numbers of the same survey. Notably, during that same span of time, involvement in voice calls, email and SMS channels decreased, as interest in video surged upwardly. That shows the growth potential for video equally a customer service channel.

Volition a video-optimized Zoom customer service platform succeed, considering that Zoom can exist hardwired into competing customer service platforms equally well? That’s difficult to predict. One thing’s for sure: Video as a client service aqueduct is poised take off like a rocket ship. Zoom’s betting on it.

Don Fluckinger covers enterprise content management, CRM, marketing automation, e-commerce, customer service and enabling technologies for TechTarget.

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Zoom Is Driving Further Into The Customer Service Market

Source: https://www.techtarget.com/searchcustomerexperience/opinion/Zoom-CCaaS-a-big-bet-on-the-future-of-customer-service