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FUTURE DIGITAL AWARDS TATA COMMUNICATIONS MOVER & SHAKER INTERVIEW 1

• Cost-effectiveness: CCaaS operates on a subscription-based model, allowing

businesses to avoid the hefty upfront costs associated with on-premises solutions.
Mover & Shaker Interview with Tata Communications, Future Digital Additionally, maintenance, updates, and infrastructure management are handled
Awards Gold Winner for Best CCaaS (Contact Centre-as-a-Service) by the service provider, reducing operational expenses in the long run.
Solution • Accessibility: CCaaS solutions are accessible from anywhere with an Internet
Juniper Research interviewed Anand Viswanathan, AVP, CCS-Customer Interactions Suite at Tata connection, enabling remote work and distributed contact centre operations. This
Communications, in April 2024. accessibility is crucial in today's digital age, where remote work arrangements are
increasingly common, and businesses seek to leverage global talent pools.

Why is CCaaS so relevant in the digital age as compared to an • Analytics and Insights: CCaaS solutions typically offer robust analytics and
on-premises contact centre solution? reporting features, providing businesses with valuable insights into customer
interactions, agent performance, and overall contact centre efficiency. These
In the digital age, CCaaS (Contact Centre-as-a-Service) stands out as a pivotal solution
insights enable data-driven decision-making and continuous improvement of
compared to on-premises contact centre setups for several compelling reasons.
customer service strategies.
Recently, Tata Communications showcased its efficacy in revolutionising operations
for a leading hospital. The hospital faced sub-optimal contact centre interactions due Overall, CCaaS addresses many of the challenges and requirements of modern
to agents' inability to access crucial customer data. Upon investing in Microsoft businesses in the digital age, making it a highly relevant and compelling alternative to
Dynamics CRM, integration challenges between the legacy on-premises telephone traditional on-premises contact centre solutions.
system and CRM stalled the project. Tata Communications intervened by migrating
legacy systems to the cloud contact centre; enabling seamless CRM integration.
To what extent can a cloud contact centre influence the overall end
This migration to cloud empowered agents to access comprehensive patient customer experience and agent productivity?
information, revolutionising personalised services and significantly enhancing ROI for
In the realm of customer experience, a cloud contact centre serves as a hallmark of
both CRM and the contact centre.
innovation. It seamlessly integrates various communication channels, from
Thus, loud contact centres offer several advantages as compared to traditional traditional voice calls to modern chat and social media platforms. This omnichannel
contact centres including: support ensures customers can engage with businesses through their preferred
channels, fostering convenience and satisfaction. Personalisation takes centre stage,
• Scalability: CCaaS offers scalability that on-premises solutions often struggle to as cloud contact centres leverage advanced analytics and AI to tailor interactions
match. With CCaaS, businesses can easily scale up or down their contact centre based on customer data and history. Reduced wait times have become the norm,
operations based on demand fluctuations, without the need for significant thanks to intelligent routing and skill-based algorithms that swiftly connect
infrastructure investments. customers to the most suitable agents.
• Flexibility and Agility: In today's fast-paced digital landscape, businesses need to Agent productivity undergoes a transformation in the cloud environment. Unified
adapt quickly to changing customer needs and market trends. CCaaS solutions interfaces empower agents to navigate seamlessly through interactions, regardless
provide the flexibility and agility required to introduce new features, integrate with of the channel, enhancing efficiency. The flexibility of cloud-based solutions enables
emerging technologies (such as AI and chatbots), and deploy updates rapidly. agents to work remotely, accessing systems and providing support from anywhere
FUTURE DIGITAL AWARDS TATA COMMUNICATIONS MOVER & SHAKER INTERVIEW 2

with an Internet connection. Automation technologies such as chatbots and IVR user-friendly interfaces for easy adoption. Enhancements to customer experience,
systems handle routine inquiries, freeing agents to focus on complex issues that such as personalised routing and self-service options, are also key considerations.
require human intervention. Real-time analytics offer supervisors insights into agent
performance; facilitating targeted coaching and support to improve skills and While most conversations start with contact centre features, what takes priority in
efficiency. the evaluation lifecycle is the need for a partner that can solve current problems.
Enterprises seek a partner who can provide end-to-end support, guiding them
The combination of these features in a cloud contact centre results in a symbiotic through both front-end contact centre and back-end voice and network deployment.
relationship between customer satisfaction and agent productivity. Businesses can
differentiate themselves in the market by delivering exceptional experiences while This is where companies like Tata Communications play a significant role in our
optimising operational efficiency. The cloud contact centre emerges as a cornerstone ability to seamlessly integrate technology and back-end voice and network
of modern customer service strategies, empowering businesses to thrive in the infrastructure. We offer a sense of end-to-end accountability over the entire contact
digital age. centre deployment process and we’ve seen up to 60% faster time to market with our
customers.

Moreover, we go beyond deployment, helping customers improve CX and agent

InstaCC™, a next-gen cloud contact centre offering from Tata productivity through proactive monitoring of contact centre KPIs and avoidance of
Communications powers omnichannel agent-customer SLA breaches. Our customers have immensely benefitted from our ability to help
interactions to drive exceptional customer and employee them track KPIs like Abandoned Call Ratio, inbound/outbound streams, average
experiences. It streamlines agent customer interactions while handling times and more.
offering flexibility, compliance, smooth integrations, and
faster implementation. What are some of the most common challenges enterprises face when
migrating from an on-premises solution to CCaaS, and how can these
challenges be overcome?
With InstaCC™, our clients have witnessed a remarkable 50% enhancement in CSAT
Migrating from on-premises solutions to CCaaS presents several common challenges
scores, a reduction of up to 30% in abandoned call rates, an approximate 45%
for enterprises. These include integration complexity, data migration concerns,
decrease in average handling times, and numerous other benefits.
customisation requirements, and network connectivity issues. Security and
compliance considerations also loom large, alongside the need for comprehensive
What are some of the most important features enterprises look for change management and training.
when evaluating CCaaS platforms?
To overcome these challenges, thorough planning and assessment are essential,
When evaluating CCaaS platforms, enterprises prioritise features like omnichannel along with choosing a reliable CCaaS vendor with robust integration capabilities.
support, scalability, reliability, and uptime. They seek flexibility for customisation and Incremental migration approaches can mitigate risks, while data migration strategies
seamless integration with existing systems. Robust analytics and reporting should prioritise data integrity and security. Customisation and configuration
capabilities are essential for data-driven decision-making, while agent productivity support from the vendor can address specific business needs, while network
tools enhance efficiency. Security and compliance are paramount, alongside optimisation measures ensure reliable connectivity.
FUTURE DIGITAL AWARDS TATA COMMUNICATIONS MOVER & SHAKER INTERVIEW 3

Implementing stringent security measures and compliance controls is crucial, as is • Managed Services: Beyond technology requirements, companies should look for a
providing extensive training and support for employees to adapt to the new CCaaS partner that provides NOC (Network Operations Centre) support on a 24x7
platform. Overall, addressing these challenges systematically and leveraging the basis with proactive monitoring and end-to-end SLAs (Service-level Agreements)
expertise of CCaaS providers can facilitate a successful migration to the cloud, across voice, cloud, and connectivity.
unlocking the benefits of scalability, flexibility, and efficiency.
By considering these factors, organisations can select a CX partner that not only
meets their technical requirements but also provides strategic guidance, regulatory
What, according to you, are some of the most important compliance, and flexible pricing options; enabling successful CCaaS implementations
factors/criteria that an organisation should consider while evaluating a and driving business growth.
CCaaS technology partner?

When assessing a CX partner to support CCaaS implementations, organisations Can you briefly explain the role played by Managed Services in a CCaaS
should consider several key factors including: deal?

• End-to-End Ownership: Look for a single partner capable of maintaining Many customers embarked on their cloud journey some time ago, often guided by
end-to-end ownership by integrating multiple complex application layers. This partners traditionally entrenched in On-Premises businesses. However, transitioning
ensures a cohesive "agent in a box" solution, encompassing technology, back-end to the cloud completely transforms the way we build and operate the solution and
services (such as voice, network, and security), and managed services. By serve end customers compared to the on-premises approach.
partnering with one preferred provider, global enterprises can consolidate
In this cloud evolution, the roles of partners and customers during the build phase
infrastructure layers across various components, streamlining operations and
are diminished in scale but remain complex and critical to realising the full potential
enhancing efficiency.
of the cloud. The tools once deployed for on-premises solutions gradually lose
• Industry Expertise and Compliance: Seek a partner with industry expertise and relevance in the cloud ecosystem, making way for new tools and SaaS platforms that
experience in managing telecom regulations and compliance on a global scale. This offer seamless integration.
ensures adherence to regulatory requirements, mitigating risks and ensuring legal
Previously, customers navigating on-premises solutions faced complexity from the
compliance across regions.
CIO's perspective. In contrast, cloud solutions inherently provide consistent
• CCaaS Implementation Expertise: Choose a partner with demonstrated expertise in experience across the board. Additionally, digital channel integrations are more
CCaaS implementations and the ability to seamlessly manage integrations with seamless and faster in the cloud environment.
other systems, such as CRM platforms, Microsoft Teams, third-party applications,
However, this transformation requires the expertise of the right partners and
and consulting tools. This ensures smooth deployment and interoperability with
experts. This is where Tata Communications teams have consistently demonstrated
existing infrastructure.
significant value.
• Flexible Deployment and Commercial Modelling: Evaluate partners that offer
InstaCC Assure, a managed services offering from Tata Communications excels in
flexible cloud deployment and commercial models, including pay-as-you-go and
providing invaluable expertise during this cloud evolution, ensuring successful
outcome-based pricing options. This provides organisations with cost-effective
transitions. Its 4Cs approach – Consolidation, Compliance, Cost Optimization, and
solutions tailored to their specific needs and usage patterns, aligning pricing with
Customer Centricity – guides organisations towards maximising cloud benefits.
business outcomes, and maximising value.
FUTURE DIGITAL AWARDS TATA COMMUNICATIONS MOVER & SHAKER INTERVIEW 4

Consolidation efforts streamline infrastructure and multi-cloud environments,

reducing complexity. Compliance measures, supported by specialised tools, ensure
adherence to regulations like GDPR and PCI-DSS. Tata Communications collaborates
closely with customers to optimise costs, steering resources towards improvement
areas.

We have a team of dedicated experts that constantly handles change management,

performance management requests, proactive monitoring of KPIs, and more.
Additionally, their customer-centric approach prioritises feedback from end
customers, enhancing service initiatives and fostering satisfaction. Through these
initiatives, Tata Communications empowers organisations to navigate cloud
complexities while optimising performance and compliance.

How will cloud contact centres leverage new emerging technologies to

shape the future of customer interactions and service delivery?

Cloud contact centres, with the integration of emerging technologies such as AI

(Artificial Intelligence) and machine learning, are poised to revolutionise customer
interactions and service delivery. NLP (Natural Language Processing) enhances
understanding of customer queries, while predictive analytics anticipates their
needs.

Speech analytics provides valuable insights, and omnichannel communication

ensures seamless experiences. IoT (Internet of Things) enables context-aware
service, while AR (Augmented Reality) and VR (Virtual Reality) offer immersive
support. Blockchain ensures secure transactions, and RPA (Robotic Process
Automation) streamlines tasks. Emotion AI enables empathetic responses.
Additionally, with the integration of ChatGPT, conversational AI enhances customer
interactions, providing instant assistance and personalised responses. These
technologies collectively elevate customer satisfaction, loyalty, and operational
efficiency in cloud contact centres, shaping the future of customer service delivery.