In the latest instalment of our contact centre industry executive interview series we spoke to Jay Patel, VP & GM at Webex CPaaS at Cisco, about the firm’s latest technologies, keeping up with changes in customer behaviour and the opportunities that presents, and the rise and rise of conversational commerce…

Tell us about your company, products, and services.

We provide cloud communications software and services that manage business-critical customer and employee interactions at scale. Today’s consumers want to communicate with brands on their own terms and through various channels. We believe that customer experience is crucial for business success. So, we are creating a world where enterprises can stay constantly connected to their customers.

Our enterprise-grade, cloud communications platform (CPaaS) delivers end-to-end customer journeys by automating, orchestrating, and monitoring interactions while integrating with existing, back-end systems. Focused on the needs of the composable enterprise, our CPaaS solution can cut costs and save time for businesses, while seamlessly and securely connecting them to consumers on the channels they choose.

What have been the biggest challenges the Contact Centre/Customer Services industry has faced over the past 12 months?

I believe the biggest challenge the industry faces today is the constant evolution of consumer behavior and technology. Customers now expect personalized and connected interactions with their preferred brands, and they demand availability 24/7 across multiple touchpoints.

To deliver excellent customer experiences, organizations need to be proactive and agile in adapting to changing demands. However, many businesses struggle due to their reliance on outdated legacy systems and complex environments.

And what have been the biggest opportunities?

I think taking proactive steps to address the challenges I mentioned above is a key opportunity in itself. By setting up business systems that enable flexibility and agility in the face of rapid technological change, businesses can position themselves for success.

With consumers increasingly demanding personalized, connected, and seamless experiences, businesses that can adapt and deliver on those expectations have a significant opportunity to gain and retain customers. On the other hand, businesses that fail to keep up risk losing customers with just the click of a button.

What are the main trends you are expecting to see in the market in 2023?

I anticipate we will continue to see the rise of conversational commerce. WhatsApp, Apple Messages for Business, and Google Business Messages are becoming key touchpoints for customers, and businesses must be equipped to engage with them in a meaningful way. Conversation commerce enriches the customer journey in real-time, with tailored offers, recommendations, and flexible checkout options. By engaging customers in a two-way dialogue across multiple channels, businesses can build stronger, more empathetic relationships with their customers.

I also expect to see IT become more democratized, meaning that more people within an organization who are not necessarily technical experts will be able to develop their own customer journeys using low- or no-code solutions. Businesses will demand capabilities such as out-of-the-box tools for building chatbots and visual flow builder functionalities from CPaaS providers.

Lastly, I believe security will grow in importance as cybersecurity attacks continue to rise. As a result, CPaaS providers will be developing even more robust security capabilities. Personalized communications with customers usually require integrations with other systems within the enterprise, so it’s essential for platforms to have built-in features to ensure organizations remain secure – including adherence to common security standards and compliance with data privacy and protection regulations.

What technology is going to have the biggest impact on the market this year?

Artificial intelligence (AI) and automation will play a crucial role in transforming the CX industry now and for years to come. Chatbots, powered by AI and low-code development, can help businesses provide quick and intuitive answers to customer queries, freeing up valuable time and resources for more critical interactions.

Natural Language Processing (NLP) and Natural Language Understanding (NLU) are also key components of delivering rich, empathetic interactions. By recognizing and processing text based on contextual understanding, businesses can create rich and personalized experiences for their customers.