enhancing the caller experience with cloud telephony:

The world of cloud telephony can appear complex, but in fact, the value it adds to businesses is more than clear. This document is your guide to making the most of this technology – exploring the features, benefits, considerations and opportunities presented by a cloud-based phone system. contents:

Cloud telephony: explaining the rise in adoption 1 The benefits to business 4 Investing in a cloud system: what to consider 9 Making the most of your system: analysing call architecture 12 Cloud optimisation in action 14 Custom consultancy 15 Summary: the modern solution 16 Glossary 17 cloud telephony: explaining the rise in adoption

Technology evolves at a lightning pace, but one aspect that’s here to stay is the cloud. From storage to infrastructure, this online-first approach is changing the way we work in a number of ways – and one area where this is making the biggest difference is telephony. So, what can this unique type of phone system do for the modern business? And why is it a technology to invest in?

1. the what and why of cloud telephony:

Cloud telephony: a definition While traditional telephone systems are manually housed somewhere within the office, cloud-based telephony takes everything offsite and into the cloud. This means that your phone lines and call routes are securely stored on a server that can be accessed via the internet, and the phone calls made using this system are hosted over the internet too. This is done most often with technology called VoIP, which stands for Voice over Internet Protocol.

There are a host of companies out there providing these systems, including:

2. A platform on the rise: A more cost-effective, manageable and flexible solution than the traditional phone system, cloud telephony delivers a myriad of benefits that mean its adoption is firmly on the increase.

VoIP market to increase to $204.8 billion by 2020. Arrow Communications

60% of companies say that phone systems and live agents are their most urgent investment priorities. Customer Contact Week

Companies across the globe are taking a huge step forward in leaving the physical behind – allowing them to communicate in a way that best fits the modern business landscape.

Contact still craved: In a world dominated by social media, email, chatbots and a host of other channels of communication, businesses may ask whether an investment in their humble telephone system is one that’s worthwhile. Yet consumers are adamant in their commitment to this method of contact.

This preference is driven by a number of factors, including the ease of contact by mobile. As consumers search for the products and services they need using smartphones, a call to that business is only a touch away – which is why 48% 65%of people prefer to contact a mobile search accounts for of total call volume. business by phone call vs. only [The Call Intelligence Index.] 24% who prefer a web form. On top of this, phone contact remains essential in sealing a deal, with it being widely reported that 80% of sales transactions require at least five follow-up calls to boost the chances of conversion.

With the telephone enduring in its popularity, companies must perfect their call handling practices to deliver the 75%of consumers believe that best possible service – and it’s the unique features and phone calls will help them benefits of a cloud-based system that best allow get a quicker response from companies to do this. businesses.

3. the benefits to business:

The capabilities of cloud telephony systems present a host of benefits to businesses in all the ‘ilities’: mobility, accessibility, flexibility, manageability, and of course, cost. On top of this, they also represent a powerful way to future-proof a communications strategy for the exciting technological developments to come – making it a valuable investment for the long-term.

4. why a business benefits: When we consider a cloud-based platform in contrast to its physical counterpart, the key benefits can be summed up as follows:

Cloud Telephony On-site

Calls can be connected Calls need to be connected Flexibility anywhere in the world with to the system on site. an internet connection.

Unlimited number of Limited number of users can be added where Scalability handsets. Expansion cards needed. Cost per user incur an additional cost. may apply.

Softphones: tech that allows for phone Only available on calls to be made on a Feature as standard. advanced systems. general computer, not with dedicated hardware

Support Typically 24 hour. Typically within office hours.

Additional costs on Maintenance Built in to monthly cost. top of the investment in the system.

Breaking down the benefits of cloud-based telephones yet further, it’s clear to see why many companies are making the switch.

5. Answering anywhere: Unlike the physical, cloud-based systems allow users to receive inbound calls from any location – at a desk phone, or simultaneously to a mobile or soft phone. Wherever there’s an internet connection, there’s an answer – no matter where in the world an employee happens to be.

29%of companies switch to voice cloud to simplify call forwarding to their mobile phones. B2C Community: Business owners survey responses.

Voice cloud and UC systems increase productivity by 20% by allowing agents to take calls anywhere across the globe. Harbor Networks.

A robust solution: This cloud-based approach doesn’t just help with accessibility – it also decreases the risk of issues. These systems typically have 99.9% uptime and offer a geo-resilient service perfect for global users.

Cost-effective calls: Moving your telephone system to the cloud removes the need for any hardware – which significantly reduces the upfront costs associated with investing in a system. And when it comes to day-to-day use, charges are made over the internet rather than by individual phone user, significantly lowering the costs of local, national and international calls.

Companies can Small businesses Voice cloud can The setup cost save 50% to 75% using voice cloud can trim down initial for on-premise phone on communication decrease the cost of costs for start-up systems can start costs using voice local calls by up to businesses by at $20,000, while cloud instead of 40% and international roughly 90%. setup costs for a landline services. costs by 90%. Tech.co cloud phone system Bullseye Telecom Tech.co can be as low as $0. Telzio

6. The flexibility to scale: No matter how large a business – or how much they grow or downsize – a cloud system can adapt. From start-ups of five staff to multi-national enterprises with thousands of employees, desk handsets will work for any number of people, anywhere there’s an internet connection.

Future-ready: Cloud capabilities don’t just prepare you for the potential of growth – they prepare you for what the future of tech has in store too. As communication evolves, features like artificial intelligence, voice and keyword analysis and interactive voice response are likely to become commonplace – and a cloud system stands companies in good stead for making future use of these exciting developments.

Deloitte Global predicts that the 5G network will open up new revenue opportunities for telecom companies.

75% of business executives are implementing Artificial Intelligence within the next year for the various aspects of their operations. Economist Intelligence Unit Report, 2017

Manageable updates: Wholly managed through a web-based portal, cloud systems easily allow for changes to configurations or call flows – such as: • Upgrade or removal of staff access: multiple user levels • Programming of settings or inbound calling routes • Addition of users or purchase numbers • Changes to user settings

Physical freedom: A host of benefits come from removing the need for hardware – the costs of installation and maintenance, the burden of storage, and the limitations of expansion or adaption.

7. Happier staff: Employees reap the benefits of cloud telephony just as much as business owners. The below figures were gathered in a 2018 IATA survey, illustrating how this platform helps staff in their day-to-day work: 67% 63% 57% of employees think it say it helps manage say it helps with improves call handling messages remote work

Enhancing the caller experience: When a customer picks up the phone to contact a business, they begin their caller experience – and this leaves a lasting impression on their perception of the company. Another benefit of a cloud- based system is it allows for real enhancement of this experience through the introduction of custom audio content.

The custom aspect is vital here. Many cloud phone systems come with messages similar to this built in, but these tend to be generic, robotic and highly impersonal. Exclusivity in this area allows for greater scope in creating content that:

• Can be adapted to varying caller audiences dependent on the path they choose

• Comprises creative elements like music, voice artistry and scriptwriting that strengthen the identity of the brand

• Supports the company and the customer in their overall goals: callers are kept engaged and informed about useful resources, products or services; calls themselves are dealt with efficiently as possible; and sales enquiries are encouraged through promotion

• Comprises creative elements that strengthen the identity of the brand

This potential comes hand-in-hand with the ease of system management. Call routing analysis highlights areas to introduce valuable audio touchpoints, and the web portal makes it simple to upload these productions at key moments in the journey.

8. investing in a cloud system: what to consider

If you’re a business looking to make the switch from physical to cloud-based telephony, there are a number of considerations to be made before committing to the investment.

9. cloud considerations:

Choosing the right provider: This doesn’t need to be the same as your internet provider, and there are many options out there. Do your research and explore what packages can be offered – some may better suit businesses of particular sizes, and there are additional aspects to take into account such as contract length, licencing costs and prices per user.

Ensuring your connection can handle it: A high-quality, reliable internet connection is essential, and fibre-optic is recommended for the best call quality.

Porting your numbers: Transfer of existing phone numbers will be required, and the provider you choose will work closely with you to port these as smoothly and efficiently as possible.

Allowing for on-site hardware: If you wish to use on-site desk phones, they’ll need to be IP compatible with the new system – but they can usually be purchased through the chosen provider.

Having network infrastructure: This must be present in your office to make a cloud phone system work. If you already have computers at your location, this current network can be used to connect the new handsets.

10. Understanding your requirements: Upgrading your system allows you to start from scratch and design it to work as you wish. In preparation, you should fully investigate the needs of your business as a whole, and the departments, team and individuals. Ideally, you’ll work with an independent, impartial consultant to understand these requirements and develop the most effective call flows – which can be done once the system is in place.

Making the most of the system: Cloud providers will offer some level of support to establish the system. Beyond this, external, specialist consultants can help you to make use of its full functionality.

Preparing for the future: A key consideration in switching to the cloud is how adaptable your business is to future changes. Technology, growth, downsizing – and even global pandemics – can all affect how you operate, and a physical system can hold you back from being able to move with the times. Cloud telephony allows staff to work remotely from anywhere in the world, meaning they’re available to support your customers in all manner of circumstances.

Cloud-tech promotes mobility for operations and makes Bring Your Own Device (BYOD) possible – a strategy that 53% of workers believe is key to improving productivity. Cisco

If you’re debating whether to make the switch, ask yourself the following questions:

• Do you want to save money? • Do you want to deliver the best service to your customers? • Do you want to be adaptable? • Do you want to do business intelligently? • Do you want your system to be secure and reliable?

• Do you want to enhance the caller experience with branded audio content?

When you put it like this, the answer becomes clear.

11. making the most of your system: analysing call architecture

The benefits explained earlier illustrate just how valuable cloud telephony can be for a business, but one particular area where it displays a distinct advantage is in the opportunities it creates for enhancing call routing. If you already have a cloud telephony system, it’s more than likely that it could be working a lot harder for you – and this potential can be unlocked by exploring your call architecture.

12. making the most of your system: analysing call architecture

A caller’s journey incorporates a host of places to host audio content or messaging:

• When they’re first greeted • While they’re waiting to be connected • While they’re on-hold • When they reach a voicemail to a department or individual • When no-one is available to answer a call • Outside of standard operating hours.

Even though all these options for audio content are available, many companies who use cloud technology are unaware of their existence. Callers who reach these points are often presented with silence, or a generic, poor quality message that comes with the phone system – yet so much more can be done here.

Dedicated cloud telephony consultants can work with businesses to undertake a complete analysis of a system’s architecture. This expertise transforms a caller experience in terms of efficiency – a thorough call map is created to give the customer the quickest route to the person they wish to speak to, enhancing service levels in a way that’s mutually beneficial to the company and the customer. And this efficiency comes along with enhancement, as areas are uncovered where directive, informative and engaging audio content can be introduced.

A term commonly associated with cloud telephony is unified communications, which is a concept that describes the integration of a range of enterprise communications services. This could be the combination of multiple channels including the telephone, but it can also be helpful to think of it as a unification across the entire caller experience. Call architecture analysis works to ensure all key caller touchpoints deliver the same levels of clarity, professionalism and even brand identification – as this audio content represents a brand in the same way as a logo, website or a TV campaign would. When this goal is achieved and all these productions are in place, it results in unified communications – and a cloud system optimised to its maximum potential.

13. cloud optimisation in action:

Keen adopters of cloud-based telephony systems are already making the most of the platform – including PHMG client Ramos Center. This respected healthcare provider is committed to supporting their patients efficiently, and optimising their caller experience through the potential of the cloud allowed them to streamline the process to better help people in pain.

14. cloud optimisation in action:

Case study: Ramos Centre

The call mapping services that PHMG provided delivered critical analysis of our phone system and allowed us to make changes that increased efficiencies and streamlined the patient phone call experience for our “practice. It’s easy for our management team to get caught up in the day-to-day operations, so it’s nice knowing that PHMG has another set of eyes on our phone system.” Jessica McCarthy Strategic Relations Manager

Click here to read Ramos Center’s complete case study.

custom consultancy:

Once you’ve made an investment in cloud telephony, the best way to really get the most from the system is to work closely with a specialist independent to your provider. By taking an impartial look at call routing, they’re able to identify opportunities for improvement.

Working with 39,000 clients in 36 countries across the globe, PHMG is a world-leader in cloud- based optimisation – trusted by leading brands and SMEs alike to enhance the caller experience at every opportunity. We partner with businesses using these telephone systems to uniquely assess their current call route, pinpoint opportunities, and optimise their call set-up as a whole.

We’ll develop a custom call optimisation plan that enhances your caller experience at every opportunity. If you’re interested in exploring the potential of your system with PHMG, contact us now.

[email protected] 1-872-484-1601 for North America 0808 252 3653 for UK and Europe 1-300-348-191 for Australia

15. the modern solution:

Throughout the course of this document, we’ve explored the benefits of cloud telephony – and it’s clear to see why it’s the leading option in voice communication technology. Suited to business today and tomorrow, it’s affordable, reliable and practical – and is wholly future proof thanks to its flexibility, scalability and ability to incorporate ever more progressive and exciting technologies.

On top of all of this, it’s the best choice for brand-savvy businesses looking to establish their identity in an essential channel. The communication opportunities it opens up are invaluable, and when the cloud caller experience is optimised to its full potential, customers are introduced to valuable audio content that enhances efficiency and engagement.

Whatever stage you’re at in your journey towards cloud telephony – a company on the cusp of investment, or long-term user looking to really make the most of the technology – you can be sure you’re making the smartest business decision for the current climate.

16. glossary:

Our guide to the terms most commonly associated with cloud telephony.

Auto Attendant: the production heard by a caller as soon as they are connected, providing a list of options to choose from.

AI: artificial intelligence – intelligence shown by machines or computers.

Audio Branding: the practice of using auditory elements to characterise and reinforce a company’s identity. These elements can include spoken copy, voice artistry and music.

Business Voicemail: the productions heard when a caller reaches the voicemail of a department or individual. Available for mobiles/cellphones and landlines.

Caller Experience: the experience the caller has of a company, from the moment they dial the number to the moment they hang up.

Call Flows: the path a call takes to being answered.

Call Routing: a feature of business systems that allows for calls to be placed in a queue or connected to various departments or individuals.

Chatbot: software that allows customers to conduct an online chat via text or text-to-speech, without having direct contact with a human agent.

Cloud Communications: internet-based voice and data communications, with apps, switching and storage hosted by a third party.

Cloud Services: a broad term for data-centre hosted services run and accessed over an internet infrastructure.

Cloud Telephony: the practice of having a telephone system housed via an internet connection, with all calls made over the internet.

Fibre-optic: an internet connection that transfers data via fibre-optic cables.

IVR: Standing for interactive voice response, this describes an element of the type of telephone system that recognises and reacts to caller voices, allowing them to interact with the system as they would a representative.

Out-of-Hours: the production heard when a caller contacts a company outside of their standard hours of operation, usually providing details of their opening hours, or offering alternative methods of contact.

PHMG: a world-leading specialist in cloud system optimisation and audio branding.

Porting: the practice of moving a telephone number from one provider to another.

Softphone: a software program for making telephone calls over the internet using a general purpose computer, rather than with dedicated hardware.

Unified Communications: a business and marketing term used to describe the integration of a variety of enterprise communications services.

VoIP: standing for Voice-over Internet Protocol, this is the technology that allows phone calls to be made over the internet.

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