For a business to succeed, its customers “require unique, personalized responses in real time that transcend traditional marketing and span channels and devices,” SAS concludes in a report that examines how companies can adapt to this new world. So with global spending on cloud infrastructure on the up, how are businesses using it to maximise customer experience. Here are 4 ways cloud is maximising customer experience.

Elastic Servers
Over the next few years, you can expect cloud computing to deliver the same advantages to any enterprise application, regardless of the channel, as more and more enterprise computing moves to the cloud. Cloud computing allows deployment of servers in an elastic manner as demand increases. Take the example of a retailer who sees increasing demand as Christmas nears: the retailer may know that demand will keep increasing, but may not know by how much. Cloud allows the server deployments to match closely the demand and ensure the retailer does not miss any customer request, or deliver a delayed or inferior service to any customer. Similarly, when the demand later goes down, cloud allows the allocation of servers to go down, thereby saving money which can be spent elsewhere.” Cloud computing also provides reliability so that there is back-up for most systems used. Cloud is also more secure in most cases, providing peace of mind for customers when they access the service of companies. All these add up to make the customer experience much better when using the cloud.

Legacy systems can no longer add value
Legacy systems are one the biggest roadblocks for organisations trying to deliver a satisfactory customer experience. The limitations of traditional systems are a significant obstacle when it comes to providing seamless customer experiences across both digital and voice channels. This is due to old systems’ inability to modernise at a pace that’s fast enough to keep up with evolving customer expectations. The challenge that a lot of companies face is that perceived costs and difficulty associated with integrating technologies are standing in the way of positive moves to provide a better customer experience, one that breaks down barriers to customer communication rather than creates them. Issues such as this are leading decision makers to adopt cloud platforms, many of which have been designed for multichannel communication.

Predictive Analytics
Companies need to engage with customers on a more personal level via its cloud technologies, including personalisation, analytics and predictions. Modern marketers understand that human connections matter now more than ever before. By connecting with customers as individuals, a marketer can deliver a better and more relevant experience that also optimises every revenue opportunity. Predictive analytics capabilities are increasingly being used to power profitable customer-acquisition strategies based on retention data. Data collected from customer engagement allows brands to understand what their consumers and readers are interested in, and predictions help brands understand their specific intent.

Cloud technology provides seamless access to information across multiple channels. Integration of communications systems with sales apps and CRM systems delivers a comprehensive picture of each customer, thus creating meaningful interactions for each customer in real time. Optimizing the real-time experience allows companies to offer personalized service on a large scale. But businesses must prioritize focus on context and give special attention to broader data gathering and predictive analysis. Pulling it all together into a unified system gives your firm the opportunity to not only offer personalized service, but also the type of highly individualized interactions that factor in each customer’s unique situation, location and intention.

Many people don’t realise that moving to the Cloud doesn’t necessarily mean completely ripping and replacing all of the existing on-premises equipment. There are some applications that can be deployed to run alongside existing systems. For example, call routing software, customer relationship management systems, or workforce management software are just a few of the many applications that can be integrated with legacy equipment. This approach is a good way of easing the transition, and it gives managers an opportunity to demonstrate the benefits of cloud-based solutions at a smaller scale. A hybrid solution is a great first step towards a full cloud-based system.


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