Creating Consistent Customer Experiences With Voice Services

OTT

With all the buzz about Over-The-Top (OTT) telephony and (mobile) Internet services, you could almost forget that voice services still exist. In reality, however, reliable voice services are still the lifeblood for many organisations, even the ones that are regarded as native Internet companies like Trivago. Voice is still an essential communication channel for organisations and their customers. To address this, here are three key things businesses should consider when trying to utilise their voice services to create a consistent experience for their customers.

Voice Comms Continue To Be Business Critical

Communications systems continue to be one of the most important parts of a company’s infrastructure. These systems support employees in their day-to-day activities, communicating with customers and with each other across offices and often borders. Even Internet-based businesses such as Trivago, the online hotel search and comparison service, regard the phone as an essential tool for delivering a multi-channel customer experience while expanding internationally.

As trivago’s IT Manager Florian Schürfeld explained, allowing callers to get in touch with native speakers within the multilingual team based in Dusseldorf automatically via local country phone numbers was an important key to their success and rapid growth. With today’s technology and networks, Trivago is able to offer this consistent international customer experience for the cost of a local call.

Reducing Cost & Complexity, Improving Customer Experience

Businesses are increasingly moving to a single, converged IP infrastructure in order to make their business more flexible and efficient, while also streamlining costs. A view supported by a recent Gartner analyst report which strongly recommends that businesses combine their WAN and fixed-voice trunk sourcing and plan to migrate to Session Initiation Protocol (SIP) trunks. Businesses are investing in SIP trunking, the technology that enables companies to connect their telephony with their Internet Protocol infrastructure.

Over the last 10 years, the popularity of SIP trunking has continuously grown, with industry experts like Infonetics Research reporting that they expect the global SIP trunking market to top 8.8 billion USD by 2018. With many of the traditional barriers such as bandwidth costs and technology supplier maturity now removed, the reductions in cost and complexity can be as much as 50 per cent for multinational companies. The benefits however go beyond the demands of CTOs and Procurement. The ability to offer customers a consistent customer experience, whether in their home country, or through-out Western and Eastern Europe, and in a mature or upcoming market, will also capture the imagination of CMOs.

Smart Expansion Plans Include SIP Trunking

With ‘newer’ communications solutions, including hosted PBX and unified communications (UC), businesses have options when it comes to voice services. The majority of organisations choose a hybrid approach, implementing SIP trunking (which supports transport of all media types), hosted PBX and UC solutions in place alongside each other and offering the best fit for each part of their business activities and processes.

When businesses are looking to expand their presence into additional regions quickly, cost effectively and consistently, SIP trunking is the solution of choice. It allows deployment of PBXs and UC from a central source to integrate local numbering capabilities for all regions and countries via connections at their European HQ or Data Centre. This simple architecture saves on regional connections and avoids implementing complex number translation services to redirect calls back a central location.

If your upcoming business objectives include international expansion, as well as offering consistent customer experience and effective teamwork, then an enquiry about voice solutions, including SIP Trunking should be a priority. The first steps in this journey will then be to ensure you have access to professional support with proven migration methods and service management experience.

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John Baldwin

John Baldwin is Senior Manager, Voice Applications at Colt Technologies.