Using advanced technology to drive results

Using advanced technology to drive results

Author: Mark Roberts, CMO, PGi

It’s an understatement to say technology has revolutionised the way people and companies operate. Changes driven by technology have drastically altered perceptions and expectations of both the “work experience” and the “customer experience” bringing us to the cusp of new experiences, supported by new and emerging technologies.

With this shift, organisations must contemplate what technologies will have the most significant impact on their business and on their teams. Then, they must determine how to leverage these technologies to elevate enterprise communication effectively and drive results.

Customers want their authentic experiences that are tailored to their needs and preferences. They measure organisations on their ability to meet — and exceed — these demands.

The customer experience is the currency that matters. Customers want communication to be immediate and contextual and will judge businesses on their inability to meet this golden rule. The punishment is swift and severe, as 51% of customers have switched companies because of a poor experience, and estimates indicate that those unhappy customers cost U.S. businesses $537 billion a year, according to Vision Critical.

Advanced technologies — from artificial intelligence (AI) to mobile interactions to live streaming — elevate communication and digital interactions to be more intelligent, seamless and even more human. The power to make what are otherwise cold interactions more relevant and genuine will ultimately separate business leaders from everyone else.

Modern companies have employed machine learning (ML) and AI to support their initiatives to use data intelligently and automate manual processes. Taking this approach frees up a team’s time, allowing them to focus on further driving organisational innovation, which, in turn, drives results and leads to positive customer experience.

As customers become more knowledgeable and empowered, AI improves the customer experience by using natural-language processing to understand actual human speech. Machine learning continuously improves its programming based on real-world interactions and data.

These tools already power “bots” to deliver more personalised and effective customer experiences across channels and devices.

By automating mundane processes and applying context and understanding to complex interactions, AI ensures customers find the accurate information they need quickly, helping agents deliver maximum value whenever and wherever they engage with customers.

Research from Frost & Sullivan shows one clear trend in customer engagement is the shift to digital interactions. Traditional voice — a high-touch and high-cost channel — is still valuable, but today’s buyers are often more interested in automated channels because they want access to help on their timeline and on their channel of choice.

As technology continues to evolve, shrewd organisations remain curious when it comes to finding new ways to leverage existing technology, particularly when it comes to employee mobility.

New generations view technology differently. They grew up in an always-on world and expect to remain connected no matter the time of day and from wherever in the world they are.

After years of discussing the emergence of the mobile workforce, its arrival has required organisations to revisit their structures and implement systems that support working anytime, anywhere. Mobile working is more the norm than the exception, and employees at every level use technology to complete tasks, collaborate with team members and connect with customers and prospects.

Even employees who regularly commute to their office change locations throughout the day, moving from the cubicle to the conference room to an off-site location during their lunch break. Similarly, remote workers move about throughout the day; they might work from home or from a coffee shop for part of the day and run errands in between. In both scenarios, employees need to stay connected with their colleagues, access critical information and maintain their momentum.

Technology is no longer a buzzword. By tapping into the latest technology, organisations can more easily and more confidently navigate the ever-expanding number of digital channels and touchpoints while creating contextual and enjoyable experiences for everyone.

To learn more, visit or stop by stand Q50 at Digital Transformation EXPO Europe 2019 to meet with one of our Unified Communication experts.


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