How the cloud ischanging the way
global brands
engage with customers
Create experiences as distinctive as yourbrand with Genesys Multicloud CX on AzureIntroduction

The customer is always
on the right channel
With the global saturation of smartphones and mobility,
most companies now offer consumers multiple ways tointeract using voice and digital channels. But it shouldn’t be
the customer’s job to navigate them. Whether your company
is B2B or B2C, it’s your job to make the customer experience(CX) easy and relevant — regardless of channel. Consumers
expect effortless interactions over voice, email, chat, text andsocial; they want an experience that feels specific to theirindividual needs — personalized and seamless. And if you
don’t meet their expectations, it will affect loyalty, revenue andcustomer churn. The data backs this up:

73%
25%

of customers will walk away from your brand ifthey don’t get a consistent experience across all
touchpoints1
lift in revenue from personalized interactions2and a 30% or more reduction in bounce rates.3

1- “10 New Call Center Trends & Predictions for 2020/2021 – A Look into What’s Next,” Nestor Gilbert, Finances Online.
2- “The Complete Guide to Ecommerce Personalization at Scale,” Kunle Campbell, BigCommerce Blog.
3- “How Personalization Can Reduce Ecommerce Bounce Rates by 20-30%,” Jeremy Moser, BigCommerce Blog.

2Overcoming the obstacles to consistently
great customer experiences

Innovation is core to improving customer experience, but

The accelerating speed of innovation calls for a cloud-native

it’s difficult to innovate in on-premises environments. Yourarchitecture that’s containerized and portable to allow for

IT team can’t do it with all the time-consuming maintenanceincremental innovation at scale. If you want to deliver a customer

they’re responsible for, including fixes, patches and ongoingexperience that’s as distinctive as your business, a cloud-native

upgrades. Adding one new channel can take months. It requires

architecture allows for ongoing innovation through artificial

development resources and a full testing environment to ensure

intelligence (AI)-powered engagement models. Your team will

you don’t disrupt what’s working.

have the ability to focus on ways to personalize the customer

With a cloud-native architecture, you can innovate withoutworrying about breaking anything. It enables you to easily

experience, make it easier for frontline agents to engage anddeliver data insights.

build and test new integrations, channels, bots, processes andworkflows without disrupting your existing systems. When you
connect your systems and processes in this way, you can tap
into the data that flows through them. You’ll see and understandwhere issues occur and then adapt underlying processes more
quickly to remove them.

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Omnichannel on cloud give you the
speed and flexibility to innovate
The movement to cloud has propelled consumer engagement on

The modern customer journey is rarely linear. Customers

mobile and other digital channels. The COVID-19 pandemic further

engage via channels that are most convenient for them. It’s noaccelerated that omnichannel transition. With this, consumer

longer a journey you can direct to a single path. So you need All

expectations have increased. They’re used to having access tothe speed and flexibility to meet this demand. For example:

email, chat, text and social interactions on any device — wheneverit’s convenient to them. And there’s no break in dialogue withcustomers as they move from one channel to another.

• The first contact may be a website
chat — quick and abandoned• The second interaction comes from personalresearch supported by a download

Customer experience has become even more important in thedigital economy. And it’s a key to maintaining a competitive
advantage. Keeping that advantage requires a cloud-native CX
solution that integrates with your existing systems to enable
innovation without disrupting your finely tuned customer
engagement processes. To ensure business continuity, security
and scale, you need a cloud that’s enterprise-grade, global andequipped with security and data governance for your industry.
That combined power of the contact center in the cloud gives you
limitless creativity to deliver CX your way on a public or private• The third contact is when a customer calls a
representative to ask specific questions• The fourth is a quick follow-up text
When you connect these, your customers experience seamless
interactions — and your agents have the information they needto quickly solve customer inquiries. This gives your CX team
the insights needed to improve self-service and agent-assisted
engagements.

cloud, or in a hybrid environment.

4Personalizing experiences serves agents,
customers and incremental goals
Once you’ve captured all these separate activities, you can turn

Moving to another platform — even to gain these benefits —them into a coherent, single, personalized experience — and do it

might seem risky if you don’t see big, immediate issues with yourat scale. But how you approach it matters.

operations. That makes staying with what you know seem “safe.”

If you try to deploy each individual channel with its own best-

But “safe” can be risky and cost more in the long run.

of-breed approach, you’ll have integration that’s too complex;
versioning upkeep; and mismatched data, administration andreporting. A cloud-based approach empowers you to use a

Consider the costs of delays

single solution across multiple channels and functions so you

An aging call center system can cost far more than a move to

can string data together from all contact technologies anddepartments — customer service, sales and marketing. In thisway, the customer sees only one face: a brand that remembers
what they asked last time and predicts what they mighta powerful, cloud-based system. And that opportunity cost will
increase in the long term. With a cloud-native solution, your teamcan focus on innovation now, adding new channels quickly andgiving your business users the power to modify self-service andneed this time.

bots to continually improve the customer experience. Being at

As part of that brand experience, all relevant context on any given

the forefront of great customer experiences helps you retain

customer must be visible in a single view — real-time, relevant

frontline agents. They’ll be empowered to serve customers moredata and actionable information. By moving to a cloud-native

efficiently and effectively.

contact center, your team can migrate and modify current

Working with a partner who has experience migrating the mostprocesses and engagement models to incrementally improve CX
without the worry of a massive overhaul.

complex customer engagement environments mitigates risk andputs you on a path to future innovations.

5Build brand loyalty
with personalized
customer experiences

With a cloud-native approach to contact center and surrounding
CX technology, you’ll be among the ranks of the mostsophisticated brands that are known for their great customer
experiences. You can create a personalized, integrated customer
journey no matter the channel. Voice and digital channels areseamlessly integrated, including video, email, chat, social, mobile,web, SMS and any number of asynchronous messaging apps like
WhatsApp, Apple Business Chat and Facebook Messenger.
Genesys Multicloud CX on Azure lets you take advantageof the CRM data in Microsoft Dynamics 365, the unified
communications of Microsoft Teams and data from otherenterprise applications. This gives agents the context theyneed to engage effectively with customers and across yourorganization. This integrated approach helps you protect
your existing tech investments and lets your team focus on
incremental innovation to enrich customer and employee
experiences.

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Accelerate your customer
experience transformation with
Genesys Multicloud CX on Azure
Nearly all enterprises use cloud platforms for at least some of
their computing and data needs. Many of them chose Microsoft
Azure for its multiple, unique benefits.

Robust resiliency and scalability
Together, Genesys and Azure enable the system to scalecomputing power, storage, or bandwidth up and downControl and agility

automatically, as needed. They ensure resiliency and disaster

The self-service, on-demand cloud computing capabilities

for your CX services across multiple regions. And becauseof Microsoft Azure, coupled with Genesys Multicloud
CX on Azure, gives your team unprecedented control
over software updates. They gain access to continuous

recovery for your CX services with active-active clustering
Azure has dozens of global regions, you can deliver capacity
locally, ensuring lower latency and better productivity.4

innovation and continuous pipeline delivery. Your team

Smart CX migration

chooses which innovations to deploy — and when.

Preserve your IVR investments as you migrate to theMultilayered security

cloud with proven accelerator tools that help you retain

With Genesys Multicloud CX on Azure, you choose where
your solution is managed — in the public cloud or yourprivate cloud environment. Apply industry-specific security
and privacy requirements to protect data, applications andinfrastructure with immutable containers in the cloud-native

the best of your customer engagement models, while
giving you a conduit for continued innovation. Manage yourdigital engagement through a single interface, build botsonce and deploy across all your channels, and leverage
leading capabilities like voice biometrics with Nuance.

architecture — while the platform becomes more secure.
4 - “What is Cloud Computing: A beginner’s guide,” Microsoft Azure.

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Accelerate your customer
experience transformation with
Genesys Multicloud CX on Azure
Multitenant global control
Establish consistency in interfaces, routing and overallcustomer experience by managing a global and multibusiness unit environment from a single Genesys
Multicloud CX on Azure system with partition-based
management and role-based access controls.

Boost productivity
In its 2020 study, Forrester found that by migrating onpremises databases to Azure SQL managed databases,
businesses achieved quantifiable benefits, including:• Eliminated $5.4 million in on-premises infrastructure costs• 25% improvement in IT productivity• $2.6 million saved on database administrator time8What to look for in a modern
cloud contact center
There are critical elements to consider as you evaluate your• Orchestrate inbound and outbound engagement

options for a modern cloud contact center. The contact

across all touchpoints, channels and resources.

center solutions you look at should be enterprise-grade andtruly cloud. While there are contact center solutions presented
as “cloud,” some are merely the original on-premises systems• Connect customer interactions across voice and digitalchannels to engage in context at necessary points.

hosted in a partner or vendor data center. Or these offerings• Automatically reprioritize interactions and tasks based onmight not be proven in enterprise-grade scalability, global

spikes in demand and availability of skilled resources.

reach, resiliency, security and other essential capabilities as
outlined in the following sections.
By managing all your contact center applications fromthe same cloud- based solution, you reap the benefits of asingle routing engine for all channels with a single view ofreporting and analytics as well as fully integrated workforce
engagement management (WEM). This allows you to do
the following.

• Leverage AI to improve self-service IVR and bot
interactions as well as agent assistance with amore relevant knowledge base and scripts.
• Leverage available context and data in your CRM
system and existing applications to give agents
what they need to solve problems faster.
• Ensure your platform is secure, agile and scalable on aworld-leading cloud environment like Microsoft Azure.

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Solve your toughest issues witha modern cloud contact center
Contact center agents want an integrated journey as well.
No matter the communication channels used, they shouldhave a single desktop with all the capabilities and context
needed to deliver personalized interactions. This can beinfused with AI across the Genesys Multicloud CX on Azure
application that includes web engagement, voicebots andchatbots, workforce engagement, and predictive routing.
And this includes integration with Microsoft Teams andMicrosoft Dynamics 365 — all proven with the largest, mostsophisticated global companies across every industry.
Explore Genesys

Microsoft measurable results
Saved millions through Genesys tools in its contact
center operations
Tripled revenue potential from a single customer justthrough an improved phone experience

10Cases in point

Making CX more personal — globally — with Genesys

Affin Bank Berhad

Microsoft

Serving retail andcorporate customers
across a network of 111
branches in Malaysia:

The world’s best-known
technology company:• Omnichannel• Handles 80 million
calls a year

Reframecontact
customer
servicepoweredcenters
asby digital
innovations
engagement centersvivo

Singapore Airlines

Brazil’s leading telecom
provider serves 90
million customers
and 17,000 agents.
With blended AI:

Vodafone

After adopting Genesys,
the airline gained:

Vodafone of Germany’s
intelligent TOBi chatbot:• More personalized
service and improved
brand loyalty• Handles 100%of messaging
conversations• Facilitates
more
Orchestrate
Design employee
Optimize your CX• 20% of staff•
Increasedagent• Achieves athan 130,000
redeployedtoconsistentexperiences
journeys
to
win
on
tech
stack
agilityefficiency and
44%forresolution
conversations a day
higher-value positions
collaboration
rate of inquiries
acrosskey channels
the talent front
and innovationin 165countries• +90% in customer(up from 16%)
• 142% increase inIf customer experience is a top
Whether85
youglobal
call it omnichannel orDistributed work opened
doors,
Legacy platforms and point• Real-time•Managessatisfaction rating
telesales productivity
reporting• Integrates
for from
priority for your organization, elevate callmulti-experience,and talented employees
steppedandsolutions prevent
businesses
centers with your customers• $1.5M
inresource
WhatsApp,118%
growthin salesagentsthe•roleof your
contact
center. It’s 30,000
expectthe same exceptional
level of savings
right through.
Connectwith yourmatchingdifferentiating
their CX. Invest in
platform support
Apple Businessthe heart of customer engagement.
service from your brand — no matter
employees based on values totechnology that helps you pivot
Chat, and SMS
how they reach you.

equip, motivate and retain talent.

in real time11

Four steps to a modern
cloud contact center

Moving from your existing technology to Genesys
Multicloud CX on Azure doesn’t have to be overwhelming
or even happen an all at once. With the help of experienced
guide, navigating the migration journey can be easier andmore predictable. And you’ll have dramatically lower risk
and faster time to measurable business value. That’s the1.

Envision what exceeding businessand customer expectations looks likeWe start with discovery. Our experts work withyour IT and business stakeholders to:reason companies trust Genesys. Not only do we have the• Understand your customer experience vision

best cloud contact center technology, but we also advise• Assess your current environment — operationalon the best approach to migration.
To help our clients achieve these goals, we use theGenesys prescriptive migration approach. This is a fourpart strategy that applies proven migration steps for large
enterprises moving to Genesys cloud contact center
platforms — worldwide.

processes and technology infrastructure• Define your goals — strategic, business andoperational, objectives and desired outcomes• Identify gaps that stand between you andyour customer experience success

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2.

Define and design
the plan to get there3.

migrate with confidence,not compromise

The discovery process should produce the

To ensure the migration plan translates into

information to co-design a personalized

execution, migration typically occurs in threemigration plan and other key components toagile deployment phases.

help you make the business case for migration:• Phase 1: Migrate core contact center functions,• Financial justification that includes

such as voice, IVR, monitoring and reporting,

TCO and ROI analysis as well as

to a single solution like Genesys Multicloudthe cost of doing nothing

CX on Azure without losing any functionality• Estimated delivery timelines• Phase 2: This phase aims to enhance andand budgetary pricing

optimize integrations with your existing• A customer experience vision demo
to show what your post- migration
future can look like from customer
and organization points of view
• A cloud deployment strategy that’s
paced based on your priorities

systems and technology as well as digitalchannels, context-driven actions, performance
metrics and employee engagement• Phase 3: The final phase enables differentiation
through data and AI-powered applications forpredictive and personalized engagementswith a phased, agile delivery

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4.

achieve your desired outcomes
By applying a proven approach to your cloudcontact center migration, you can realize businessoutcomes quickly. Here are just a few examplesof results from Genesys customers that havemigrated to the cloud.

Your migration journey shouldn’t end after the go-live
party. To ensure you continue to get the value you expect,
Genesys Customer Success helps you maximize yourinvestment with a program of guidance and services that
goes beyond traditional training and support. For example,
customers can take advantage of change managementadvisory and post-implementation value realization.

• Coca-Cola deployed in six months andrealized a 50% decrease in TCO.
• Lowell Norway realized impressive results injust three months: 26% reduction in averagehandle time, more than 90% increase in FCR
and a 20% boost in agent productivity.

Make the most of your Azure investment
Genesys Multicloud CX on Azure leverages Microsoft
Azure technology, security, scalability and resiliency.
It reduces the risk and level of effort required by on-• ATB Financial deployed in six months

premises solutions, with access to customer experience

and, for the first time, could see its end

innovations from Genesys.

customers’ entire journeys on any channel,
providing truly effortless experiences.6

Genesys powers more than 70 billion of the world’s
best customer experiences each year and is chosen bymore than 11,000 companies and counting in more than
100 countries.

6 - Genesys prescriptive migration: The art of simplified migration with proven ROI,” Genesis E-book.

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Create the ideal experiencefor every customer
Every customer should feel remembered, heard andunderstood. By integrating with Microsoft, Genesys
helps global companies deploy the cloud-based
contact center solutions that provide personalized
customer experiences — on an enterprise cloud
platform that’s built for security and scale.

Get started