analysis of the australian contact centre applications market

Analysis of the Australian Contact Centre Applications Market

Audrey WilliamEnterprise Communications and Collaboration, ANZFrost & Sullivan November 2011

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Overview of the Australian Contact Center applications market

• The market for Contact Centre Applications market is expected to grow at a CAGR of 8.1% from 2010 to 2017.

• The top 4 vendors accounted for over 60% of the market.

• Banking and Financial Services as well as Telecommunications were the largest adopters of contact centre solutions in the Australia market.

• Prior to 2009, ACD, CTI and IVR applications accounted for the majority of revenues in Australia.

• Over the last two years however the Call Monitoring (CM) and Workforce Management (WFM) solutions have grown particularly strongly and these accounted for about 42% of overall revenues in 2010.

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#1 Contact Centers are placing importance on Performance Optimisation Solutions

• Call Monitoring solutions will account for 34.5% of revenues by 2017.

• Both WFM and CM to register high growth rates over the forecast period.

• The CTI segment accounted for 20% of revenues in 2010.

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#2 – Shift to the Cloud will start gaining momentum

• Contact Centre in the cloud still in its early stages of growth.

• Approximately 90,000 seats in Asia Pacific.

• Some of the issues include being able to access mission critical/real time applications without any disruption.

• Many organisations still want to own their own Contact Centre infrastructure.

• Telstra is the dominant player in this space in Australia.

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#3 Social Media as a Channel of Customer Service

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#4 – Contact Centers will see the need to invest in analytics including social media analytics

Voice

Email

Web

Social What are the top queries from customers?

Top reasons for customer churn?

Identify patterns that determine churn & have service recovery?

Competitive insights?

Effectiveness of Marketing campaigns?

Reasons for long calls or escalation?

Agent coaching & monitoring

Multi-media Analytics

Data Analytics

Speech Analytics

CRM Data

Source: Frost & Sullivan

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#5 – Innovating customer care through Mobility

The Home Network Mobility on steroids Internet of things

• 8-10 Devices per home• Universal Remote

6 bn

• 5-6 Devices per individual • Touch as the default input

mechanism

30 bn

• 500 per sq km • Smart cities

44 bn

‘S’ City Planning

‘S’ Energy

‘S’ Business

‘S’ Mobility

‘S’ Citizen

‘S’ Buildings

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#5 – Innovating customer care through Mobility

• Customers submit claims through the iPhone app

• “Visual” IVR

• The agent calls the the customer back

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Customer Service Channels of the Future - Internet, Social, Mobile

Source: Frost & Sullivan

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Conclusion

• The major vendors in the Australian Contact Centre market include Genesys, Avaya, Cisco, NICE and Verint.

• Performance Optimisation Solutions will see good growth over the forecast period.

• Market is still in its early stages of growth for cloud based Contact Centre solutions.

• It will be important to offer customer service through new channels such as social media and mobile devices.

• Analytics will grow in importance in the Contact Centre market.

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For Additional Information

Donna JeremiahCorporate CommunicationsAsia Pacific+603 6204 [email protected]

Carrie LowCorporate CommunicationsAsia Pacific+603 6204 [email protected]

Audrey WilliamResearch [email protected]