The SaaS ecosystem is constantly evolving, and it does so more rapidly every year as providers strive to deliver new innovative solutions that cater to their customers’ growing omnichannel demands. Contact Center as a Software (CCaaS) in particular isn’t going away anytime soon.
To help you plan for your business’s needs through the next year, here are three CCaaS trends to watch in 2020:
In recent years, the robust growth for the CCaaS market has predicted a global evaluation of $30 billion with the overall growth rate hovering around 20 percent by 2025, according to a recent report from Research & Markets. Similarly, an October 2019 Gartner report predicts that certain CCaaS sectors will likely experience accelerated adoption rates, stating that by 2022, a cloud-based contact center solution will be preferred in 50 percent of enterprise-level contact centers that have 750 seats or more. That’s a staggering amount of growth when considering adoption rates currently sit around 10 percent.
A 2016 YouGov survey of over 500 executives found 97 percent of businesses feel that customer satisfaction is the key to success. While this may seem obvious, it demonstrates why it’s so important to keep customers happy at virtually all costs. The study also provides further conclusions about how customer success will continue to play an increasing role in employee retention. Not surprisingly, in the same study, 94 percent of executives believed that gaining quality customer feedback is key to retaining good employees. If employees understand their customer satisfaction levels more clearly, they’ll have a better idea of how to meet their needs.
Not only that, but employees are typically in favor of creating omnichannel customer experiences since multiple customer touchpoints on different platforms are vital to meeting consumer demand, whether that’s to serve or resolve a customer inquiry or issue. While the customer service ecosystem will remain omnichannel for quite some time, there will likely be continued growth in one channel in particular—messaging as a preferred method of contact. Whether through Facebook Messenger, WhatsApp, Twitter or via SMS, customers will increasingly call on companies (pun intended) to provide these options for convenient, on-demand support.
Every trend in 2020 may not be about a story of growth, however. The aforementioned report from Gartner explored how the customer service and support technology landscape is currently reshaping itself. Some solution providers are now offering broader software portfolios, combining the functionality of UCaaS, CCaaS and CRM. Those providers that are on a mission to differentiate themselves have likely either developed or emphasized the development of quality analytical and AI tools. This is frequently causing business leaders to consider the impact of maximal consolidation of their customer service tech stack before making an investment.
Why? Because transitioning to a multi-vendor ecosystem for customer experience (CX) services will generally lead to higher total costs. This is also why solution providers that offer a wider range of CX services will witness greater growth than competitors that remain focused squarely on one CX competency. As also predicted by Gartner, 15 to 20 percent of UCaaS providers will exit the market by 2021. Whether or not any acquisitions or mergers will account for that percentage will remain to be seen.
Some CCaaS providers have the ability to provide their offerings while operating within a single platform, which is great. But for those key decision-makers at companies that are exploring ways to improve their employee and customer experiences, it’s still recommended to leverage systems integrations partners, especially when considering long-term CX and WX strategies.
These partners are able to pull from a substantial knowledge base of past projects, often providing niche expertise in a handful of industries or verticals. With the expansive availability of native APIs for most of the UCaaS, CCaaS, and CRM markets, customers can look to integration partners to help them assemble powerful customer service and sales tools that can rely on multiple vendors, while still maintaining the functionality of a singular, connected platform experience.
ABOUT THE AUTHOR
Jerad Tonn is Canpango’s Channel Manager for the Intelisys network. Utilizing his extensive knowledge of the Salesforce ecosystem combined with his willingness to create 360-degree CX solutions for companies of all sizes, Jerad is committed to helping his channel partners help their clients reach operational bliss through the combined capabilities of CCaaS, UCaaS, VOIP and their unique integrations with Salesforce.
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