Augment Your Genesys Contact Center with APIs

Genesys infrastructure puts your company on the wrong end of disruption. Augment your contact center with Twilio APIs to improve your customer experience.

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Augment Your Genesys Contact Center with APIs

Every legacy contact center system started off useful…but most of them haven’t aged well.

If you’ve ever tried to make a non-trivial change to your Genesys infrastructure, you’ll know the feeling. Deployment cycles are much slower and trickier than those of your competitors adopting agile. Operating expenses add up, leaving little room to re-invest and improve your contact center.

The end result? Your customer experience suffers. And word will spread — 66% of respondents to the 2017 Customer Communications Report tell their friends about their poor customer experiences.

While Genesys attempts to be a complete solution for every company, its out-of-the-box functionality is not perfect for most companies. Once your product roadmap deviates from the Genesys feature set, whether it’s your interest in an additional feature (e.g., intelligent IVRs), an improved process (e.g., contextual omnichannel routing), or greater agility, you’re in trouble.

You may have access to all these great out-of-the-box features, but their architecture and processes cost you the ability to implement custom ones, especially when you really need them (and exorbitant fees in maintenance and licensing).

Improve Your Customer Experience with Twilio APIs

While you wait on Genesys consulting experts or product specialists, you watch helplessly as new companies (and your competitors) execute on the roadmap you’d envisioned. They constantly experiment, launch, collect metrics, glean insights from the data, and iterate on their contact center.

You don’t know their internal metrics, but you’ve gone through their experience. You’re certain their constantly evolving contact center converts and retains more and more customers. Rather than disrupting, your business is being disrupted. You grin and bear it, wishing that your Genesys infrastructure could keep up with the agility this level of competition requires…

“Speed is market share,” says ING Bank’s Chief Engineer Henk Kolk, citing former Netflix Cloud Architect Adrian Cockcroft. Imagine if you didn’t have to wait on these specialists and could implement and test a new channel with a couple developers in only a few days.

Accelerating innovation and improving your customer experience requires a more agile approach. The best first step to do that is through augmenting your call center using APIs for programmable communications. Best of all, you don’t need anything more than a few developers and an understanding of which channels you need.

Working with your own developers and APIs from Twilio, you can create unique communication tools to fit your call center. Programmable APIs provide you with the flexibility and resilience you need to keep up with – and pass – the competition. Since you don’t have to pick up any arcane skills or difficult-to-use SDKs, efficient testing and implementation for communication experience has never been easier.

Upgrading Your Legacy Call Center Is Unnecessarily Expensive

Call centers have always been expensive...just consider the price of a perpetual on-premise license. On top of that, annual maintenance can end up being between a quarter of the license cost and you can tack on another seven figures if you want to make a change to the system, or add a channel.

Genesys-trained specialists are becoming harder to find and hire, and they’re expensive. As a whole, it’s overpriced to run on-premise call center software which requires heavy virtual machine power and gear for a high availability solution. Fortunately, there’s finally a modern answer to this legacy problem…

First of all, building with pay as you go APIs is orders of magnitude cheaper than even just the annual maintenance costs on legacy call center platforms. These APIs enable agility in business processes, resilience in deployment, and drastic cost savings.

Agile Call Centers with Twilio

Consider this: When Twitter moved all of their global voice connectivity to Twilio, they reduced their costs by 72%. This is due to the pricing model that works on the relatively simple idea of paying for what you use.

If you’re reluctant to uproot from your Genesys infrastructure, you can start your journey with agile by augmenting your call center and integrating with Twilio software. Many users have found that, not only could they deliver new experiences faster, the money saved in project and operational costs could then be used to fund additional development for line of business or for innovation in the contact center. This can be as simple as replacing your existing trunking provider with Twilio’s Elastic SIP Trunking or implementing an intelligent omnichannel IVR/bot with Twilio Studio and Twilio Understand.

Agile Call Centers with Twilio

If what you want comes entirely out of the box or can be read off the data sheet, then you don’t need to build anything…the product you bought should fill your current needs. But as you look towards the future, the moment you need customization at any level you’ll need expensive professional services to alter your settings or implement a small change. Even minor changes can cost you tens of thousands of dollars or more. And one year later, there’s no guarantee you’ll have achieved your goal.

This vicious cycle is why Twilio APIs exist, and why they are such a viable solution for making your communications more agile.

Complex Business Processes Block Customer Service Improvements

Providing helpful and efficient customer support with low wait times is paramount to your own business success. Of course, your legacy call center may not support the technology these experiences require.

When you open a ticket with Genesys Support or your Managed Services Provider (MSP), you’re starting from scratch. Making a change in your Genesys system will require you to explain the issue, gain permissions for external teams access your environment, and allow time for them to catch up to your internal support team. A similar process applies for making a change to your Genesys deployment. This can take a very long time and be incredibly frustrating.

Imagine having the ability to diagnose these issues or make these changes in-house, without any external team’s lengthy process. While a support team wants to be as proactive as possible, the lack of context and available tools contributes to the skill required, and time it takes, to identify issues. Every minute of downtime carries lost revenue and lowers customer service and satisfaction. Every lengthy change process you have to suffer through limits your ability to meaningfully iterate on your customer experience.

Naturally, when companies work on a global scale, they tend to cobble together their infrastructure with disparate legacy systems like Genesys. And yet, with Twilio’s APIs, companies like ING Bank can consolidate each of these systems into one overarching one, and innovate more quickly on their contact centers. Most importantly, with no additional effort, they can take back control of their product roadmap and work according to their schedule.

Even though scoping and requirements might take the same amount of time to work with stakeholders on, your company can accelerate through the implementation process with agile, making significant progress on a feature (or even completing it) in several weeks.

Contrast this with a legacy out-of-the-box solution, where firming up a plan and working arrangement — before even getting started — would take several weeks…

For example, building a customer-facing instant messaging platform would require a three to six month RFP process, another three to six months deploying, and if you want different capabilities than the premade solutions, you’d be adding another six to nine months of expensive professional services. That’s a year at the very least, assuming everything goes well. With Twilio, ING Bank could accelerate this process to eight weeks.

The simplicity of agile contact center APIs are necessary for a seamless user experience, which will improve customer retention.

How to Create a Better Customer Experience

For most companies, it’s not financially viable to build custom features on existing Genesys systems. You might simply choose to wait and hope that Genesys implements what you want on their agenda, or hand over enormous sums of money to meet your requirements with one of their product specialists.

Adding a channel with an API makes innovation much more affordable, can save you months of testing and implementation, and puts you and your developers in the driver’s seat of the operation.

Instead of going through the RFP process, why not try spending a week with a pair of your web developers and seeing what you can build? Numerous clients that tried this process did not go back to using a RFP again. It’s also an excellent way to reinforce the relationship between the developers and IT team, while focusing on the problem solving capabilities of the internal organization.

There is no doubt that being faster with your improvements and updates will increase customer satisfaction. As reported in “The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention,” published in the Journal of Marketing:

“Customer satisfaction is an overall evaluation of performance to date, affective commitment captures the trust and reciprocity in a relationship, and calculative commitment captures the existence of switching costs or lack of viable alternatives. Prior research has used only a subset of these constructs to explain behavior… In line with prior studies, customer satisfaction has a consistent negative effect on churn (a positive effect on retention).”

Customer satisfaction is correlated with customer retention. The flexibility of agile APIs will allow you to better cater to the differing needs of your client base and retain more customers. Your own downtime will be shorter as you continually improve your offered services, and the lower cost won’t scare you away from finding new and innovative solutions. There is no reason to invest further in an antiquated, expensive legacy call center.

Skip the RFP by Switching to Twilio

Simply Business describes their own experience switching over to Twilio, which covers some of the more technical questions you might face, and includes their implementation timeline. Over three months they were able to improve their configuration and remove the repetitive tasks in order to test in a continuous integration environment.

simply business

The next time you need a new communications channel, skip the RFP. Spend three days with two developers, see if you can create a more affordable solution that better fits your specific needs.

The only guarantee you can count on with an RFP is it’ll occupy vast amounts of your time. Considering how often your website is updated…why isn’t it possible to update your IVR like your website?

Final Thoughts on Updating Your Call Center

API augmentation is the most agile, cost-friendly, and innovative way to improve the customer experience of your Genesys contact center. The speed with which you can test and implement new additions will improve your customer service experience and increase customer retention and satisfaction.

It doesn’t have to cost an arm and a leg (and a drastic amount of time) to add channels to your call center. Paying for what you use ensures you’re getting real value for every dollar you spend. The ability to make these small changes will enable you to focus the time and money you would have spent with RFPs on other business applications, and you will be adaptable and ready for what the future holds.