Recent Metrigy research revealed that almost half of companies (48.2 percent) currently using cloud-based platforms (either CCaaS or hosted/managed cloud dedicated servers) are changing, planning to change, or considering a new provider for 2024.
But what’s causing this worryingly high dissatisfaction rate? And how can providers improve their customer loyalty?
As has been the case with many technological solutions over the past few years, the root cause can be traced back to COVID and the subsequent pandemic.
With customer service agents housebound, contact centers rushed to the cloud to ensure they could provide some level of service to their customers – acting out of survival rather than a pre-planned decision to upgrade their systems.
In discussing COVID’s impact on CCaaS, Simon Adnett – VP Sales UK&I / EMEA at Enghouse Interactive – told CX Today:
“People didn’t have time to do the level of due diligence that they would normally expect with that kind of a transformation project.
“People were making technology-buying decisions out of necessity. They were suddenly finding that their entire operation couldn’t function. They had no mechanism for this workforce of agents that were sat at home to use the technology they had.”
With many of these three-year ‘COVID contracts’ recently coming to an end, it is unsurprising that companies are beginning to shop around a little more.
And, having become familiar with CCaaS systems, they now have a better understanding of what they need from their providers and are no longer entering negotiations from a point of desperation.
However, COVID is only one reason for the constant changing of providers. Others stem from CCaaS disappointment – with the three following dissatisfaction drivers likely at play.
1. Ongoing Support Misses Expectations
A major driver of CCaaS dissatisfaction is the dwindling levels of support that many customers have received from their providers.
Adnett explains how many customers feel that – during the initial phase of purchasing and integrating a tech solution – they are given a lot of support and attention. However, this has died off over time – resulting in customers who are unable to maximize their products because they are not getting the help to do so.
“It’s a big danger around our space that people think you sign up for a service or you buy a technology, and that’s the transformation project done,” remarks Adnett.
It is this transactional relationship that Simon argues is leading to disgruntled customers. Rather than viewing the situation as a company providing a customer with a solution, providers should see it as a partnership where both sides are working together on a journey.
As Adnett puts it:
“A lot of focus around CCaas solutions is put on platform up time and what the SLAs are around that, but but customer support should be just as important.”
2. Vendor Lock-In Attempts
We’ve all experienced frustration at being locked into some sort of contract over the years, be it a mobile phone, a gym membership, or a television package – and CCaaS customers are no different.
Unfortunately, many CCaaS solutions are delivered with calling plans attached, meaning that when a contact center integrates the new system, they must also transfer all of the existing telephone numbers to the vendor.
Not only can this process be problematic and time-consuming, but it restricts the contact center’s autonomy and flexibility to try out new solutions – much to their annoyance.
Moreover, contact centers may well have previously negotiated better deals with certain carriers than CCaaS is providing. There are also geographical considerations, as the top carriers vary from country to country and region to region.
Thankfully, contact centers are becoming shrewder when it comes to these vendor lock-ins. As such, CCaaS providers looking to retain their existing customers and attract new users should consider foregoing calling plans and allowing their customers more freedom.
3. Spiraling Costs That Surprise CFOs
CFOs have grown frustrated with being locked into mandatory increases in end-user numbers, which they’re not hitting. They crave that additional flexibility.
Alongside this, many vendors have started to hike their prices. That’s not unexpected – given the economic outlook – yet it’s making businesses think twice before renewing.
After all, having recently gone through the turbulence and financial insecurity of the pandemic, it is unsurprising that customers are considering other options, especially if renewing means they will be locked into yet another mandatory increase.
“Often if a customer wants to add a particular feature of piece of functionality, they are forced to enable this for all users,” added Adnett.
“At Enghouse we focus on offering choice, so our customers can decide which teams need which functionality, rather than tying them in to an organization-wide commitment.”
Enghouse: Taking the Customer’s Lead
The common theme in all of the above dissatisfaction drivers is a lack of customer consideration.
This is an issue that Enghouse is acutely aware of and has been combatting through its Customer Success Program.
The program provides an open dialogue between Enghouse and its customers, allowing them to discern precisely what their customers want and need.
As Adnett explains:
“We have regular engagement with customers to understand whether what they are using is working for them, whether they would like it to do more, or whether there are things that they would like it to do but they aren’t sure how.”
This focus on customer-centricity is also evident in a robust customer feedback system. Enghouse provides its users with regular service reviews, enabling customers to hold them accountable for the service that they are providing.
For Adnett, these reviews are an opportunity for the company to learn and adapt:
“It’s important for us to understand where we are doing things well, but where we’re also not doing so well, so that we can improve,” he concluded.
For more fascinating insights from Enghouse – and to learn more about their comprehensive contact center portfolio – visit: enghouseinteractive.co.uk
