The growing market of next-generation communications is rapidly changing business communications. Companies can choose from a variety of products and unified communications solutions that Andrew Borg of the Aberdeen Group argues provide real value to businesses.
“Unified communications has long appeared as the mythic Holy Grail of business communications -- the seamless integration of all communication channels: voice, voice messaging, email, SMS, text, instant messaging (IM), presence, video, fax -- with the ability to move a conversation effortlessly from one channel to the next,” he wrote.
Despite the promise of these new kinds of communications tools, they’ve been held back by a lack of standards. PBX systems have traditionally been complicated, expensive and proprietary systems.
The rise of open protocols like SIP and WebRTC launched an exciting new era in business communication. People can start a conversation via instant messaging, then move to a voice call or even videoconferencing easily using these new tools.
Aberdeen defines unified communications as a system integrating text messaging, voice, video and collaboration tools from a single vendor, while integrated communications combines “best-of-breed” tools from multiple vendors. Hybrid communications combine a core UC system with some elements of integrated communications.
Businesses aren’t just installing these systems for fun; they’re hoping to deliver even better performance, particularly in businesses that rely heavily on customer interactions. With these new systems, employees can have a better idea of what others within the organization are doing.
Aberdeen found across-the-board improvements in customer retention, employee productivity, employee satisfaction, sales cycle reduction and operational efficiency with businesses using next generation communications.
“These findings are a clear indicator of a strong correlation between communications, collaboration, and higher business performance. NGC by itself is just a technology platform -- but its true power is revealed when combined with the practice of collaboration,” Borg wrote.
Edited by
Rachel Ramsey
