CBM: How else can customers be pushed beyond a ‘price-first’ mentality and focus on the bigger picture?
JHM: When we think about IP telephony and UC, it is natural to focus on communications and collaboration, but they also have the ability to transform productivity and accountability (particularly important when staff are working remotely) and to contribute to digital transformation. Integrating video, voice, diaries and collaboration features into CRM and ERP is a game-changer. For example, here at Centile we have our own UCaaS platform integrated with Salesforce, and it gives the potential for deep, real-time insight into sales and customer interactions.
Also, without getting too ‘Big Brother’ about this, platforms like ours allow businesses to see activity across devices (including whether the network is being used to support personal devices and apps), so companies have better visibility over usage and staff activity.
With many people working from home, it can be easy to forget about mobile. We’ve seen a massive upswing in the use of our own mobile app, so that indicates people are using their mobiles even more: perhaps because sometimes it is easier to move to another spot at home where it’s quieter to attend a virtual meeting, or because we have all become so used to our mobiles being the centre of our lives, with the ability to initiate calls, video and chat from a variety of apps. As people start to work outside the home again, the ability to have seamless access to — and transition across business apps — will be an even bigger selling point for mobile users. Customers will look for a native green button dialling with true FMC capability (vs app dialling) and this is where we will see FMC come into its own.