Avaya Evolutions was held recently in Toronto, and was a great look into the leading UC/contact center vendor’s direction. It’s clear that Avaya recognizes social media and mobile access as defining market trends, and they’re rapidly incorporating them into product offerings. Avaya’s Social Media Manager gives customer service representatives the ability to queue, prioritize, route and escalate inbound service inquiries from social channels such as Twitter. Social customer service capabilities are becoming increasingly important given consumer affinity for social media, and social media should be embedded as a key component of any multichannel service strategy. Info-Tech’s own research has consistently found that proactive customer service via social channels is the number one value driver for organizations (even surpassing more traditional marketing and PR use cases). However, Avaya’s major competitors are not standing still. Info-Tech has also seen robust social media integration into CSM products from Salesforce.com (i.e. Service Cloud and Desk.com) and Microsoft Dynamics CRM. Companies looking for social-enabled support now have a growing number of vendors to choose from! Mobile was another area of focus, with unified communications solutions like Avaya Flare providing full mobile support on smartphones and tablets. As knowledge workers are  freed from the paradigm of corporate workstations, having a robust mobile solution is quickly becoming a table stakes selection criteria for UC vendors.

Another key focus in this conference was Avaya’s acquisition of the Radvision’s Scopia Video Conferencing solution. This acquisition promises to propel Avaya’s collaboration capabilities to a higher level with immersive telepresence, video conferencing capabilities on mobile devices, and HD resolution. It is only a matter of time until we see Scopia’s anticipated integration with Avaya’s IP telephony and unified communication solutions, Aura and Flare.

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