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Cloud telephony in the Indian market

May 21, 2018
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Mr. Ankit Jain, CEO, MyOperator

Cloud telephony entered the Indian market almost a decade ago. At that time, cloud telephony was a new concept for Indian businesses, which were reluctant to switch from their traditional PBX to cloud PBX. Market for cloud telephony services, then, comprised mainly of business process outsourcing (BP0s) and contact centres. They realised that this technology was cost effective and would increase their efficiency multifold.

With the gradual change in business technology trend in Indian market, businesses started focusing more on automation. When faced with large call volumes, businesses felt the need of an automated system to manage their business calls efficiently. They realised how missing each business call was a lost business opportunity. So, gradually businesses across various sectors began adopting cloud telephony services to manage their business calls.

Today, cloud telephony has spread across various sectors and industries. Enterprises, startups, non-governmental organisations (NGO), and even the government sector are using cloud telephony.

Adoption trends across verticals

No matter, how digital the world goes, any business cannot do without managing its business calls. Customers still crave immediate human interaction when they need any support or have an enquiry.

When buying something online, and stuck at the payment gateway, what is the first thing customers do? They search for a customer care number and call immediately to get the issue resolved. At this point, it’s very important for a business to connect its customer to a right agent immediately. This is where IVR comes into play. An IVR routes the call to the right agent based on customer requirement or query.

This was just an example from e-commerce sector. Other sectors such as banking, food and hospitality, logistics, healthcare, tour and travels, marketing, etc have adopted cloud telephony to ensure efficient customer service and proper handling of customer calls.

Startups are using cloud telephony for yet another purpose. Earlier, startups had a simple mobile number on their website, or on any advertisement. But now, the trend has changed. A virtual phone number or a toll-free number has become a must. It acts as a centralised number for a business.

A virtual number helps startups ensure zero missed calls, irrespective of their location and time. So, if one team member is busy on a call or not reachable, customer call will be automatically routed to another team member. Moreover, ‘Live Call Transfer’ enables agents to transfer call directly from their mobile phone, without disconnecting the call. Irrespective of a small team size, cloud telephony helps a startup manage its business calls efficiently and smoothly.

‘MyOperator for Startups’ is an initiative in which we provide six months of free cloud telephony services to early stage startups. Our objective is to transform the way a business communicates with their customers and prospects.

Enterprises have also shown great affinity towards cloud telephony. A virtual number helps them manage their business calls across different locations. Automatic call routing (ACD) and interactive voice response (IVR), helps them manage high call volume round the clock. Also, it has become easier for an enterprise to manage and monitor its call quality. Overall call reports, and call recordings can easily be accessed online, thus helping large enterprises get a real picture of individual agent’s performance.

Apart from businesses, government sector has also adopted cloud telephony solutions to facilitate various processes. Outbound calls have played a major role in advertisement of election campaigns. IVR has made the process of exit polls easier. Toll-free helpline numbers are being used to provide assistance to farmers, as well as to ensure women safety.

NGOs are also using toll-free helpline numbers for their increased reach and accessibility to people, at the time of need. At the time of any natural disaster, cloud-based toll-free numbers helps to avoid network congestion. MyOperator also provides free helpline numbers for disaster management to NGOs.

Apart from these, bulk promotional SMS, and transactional SMS, such as OTP message, number verification, are other uses of cloud telephony. Many companies are using call masking facility to mask original numbers of their agents as well as their customers, to ensure privacy. There are numerous other ways in which organizations use cloud telephony, and the horizon for the same is still expanding.

The pace at which cloud telephony is expanding, is itself an evidence that very soon cloud telephony will become a need for every organization. Just like, organisations need a website to mark their online presence; they’ll need cloud telephony services to manage their customer calls. Voice bots, speech to text, multilingual technology, and artificial intelligence are few emerging technologies based on cloud telephony. It has deeply penetrated into the Indian market, and yet, there’s far more to cover.

Easy scalability offered by cloud telephony will empower startups in the best way possible in the near future by helping them expand effortlessly. Cloud Telephony will dominate the telephony sector in the years to come and hence, become the future of telephony.

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