Customer experience is increasingly becoming the decisive differentiator between companies. They live or die based on how responsive they are to customers and their ability to cater services to the segment of one.

In this fast-moving new world, a fresh way of doing customer contact is rising. Growing numbers of organisations are embracing the agility, flexibility and efficiency of public cloud solutions, and are moving their customer experience operations to the cloud.

Public cloud contact centres represent an exciting chance to do things differently. Sometimes, regardless of your set-up, customer contact can become a barrier between you and your customers. The cloud presents a great opportunity to knock it down.

Want to win? Prepare to fail

A public cloud contact centre is beneficial in many ways. It builds on all the strengths of a physical contact centre with none of the catches, offering secure systems, applications and data for far less than installing and maintaining servers on-site.

Yet, more than that, embracing public cloud means adopting a culture where failure is both safe and beneficial. Failure is the foundation of success, and in the call centre environment, failing upwards is central to the creation of innovation, improving processes and efficiency.

The cloud is revolutionary because it gives you an environment where failure costs little and helps you succeed faster. A public cloud contact centre supports agile development cycles, letting you experiment with many customer experience initiatives at once with limited investment or risk of damaging the customer experience. This public cloud removes the fear of experimentation, helping you discover fast what doesn’t work, and swiftly put into action what succeeds.

Tilt the scales

The public cloud’s flexibility also makes demand-scaling look easy. With traditional contact centres you have little choice but to scale and license your solution to a maximum you’re never going to need: even if you’re only busy for one season or one day a year. The cold truth is the rest of the time you’re paying for wasted capacity! Then, if a crisis or any other reason for a surge does hit, there is no guarantee that the physical servers you have will be enough to process the number of contacts surging through. Even if you do have the capacity, you’re unlikely to have the licenses lying around to back it up.

A public cloud contact centres doesn’t have this problem. Through auto-scaling, businesses can rapidly expand their operations when they need it most, and it’s available on tap. When you run on the cloud, you pay only for what you use.

A ticket to the future

A public cloud contact centre offers the chance to join a growing movement of disruptors and future-makers. As more and more businesses move to the public cloud they are discovering that it unlocks a whole new way of working, and of winning.

Public cloud contact centres can be transformational for a company, giving it access to a cloud ecosystem of the latest game-changing technologies and innovations – in short, a gateway to the future. It provides easy access to machine learning technologies and the latest in automation and analytics . This means that when a customer calls with a common query, they can be quickly handled by digital automation that gets better with every single interaction. The end result? Shorter waiting times, customised customer experiences and happier callers who feel less like problems and more like people.

Summing up

A well-managed public cloud contact centre smashes the wall between you and your customer. It empowers organisations to move fast and serve the most competitive, innovative customer experiences. It readies them for the future and ensures they are prepared for whatever a crisis may throw at them.

Some companies may have too much investment in their current solutions or are still not quite convinced. That’s okay as you don’t have to jump in with both feet. Simply use the public cloud contact centre for the innovation and keep the day-to-day interactions on the traditional service.

Established contact centre solutions will have a place in the market for some time, if not always, but a new movement has surely begun. The question is, do you want to be one of the establishment or a young upstart shaking up the old order and blazing a new path?

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cloud contact centre, AWS