US businesses are ranked among both the best and worst in the world in an important application of cloud technology, according to a recent study by Forrester Consulting, commissioned by SuccessKPI. The multi-national survey study revealed that while the majority (58%) of US Contact Center as a Service (CCaaS) operators have successfully migrated to the cloud, only 35% (US) and 42% (UK) have optimized their current CCaaS solution for the most value. Consequently, 65% in the US are either not optimized or find room for improvement, trailing only the LATAM region at 72%.
Some may find these results surprising given the US’ relative wealth and prominent role in technology innovation. In fact, nearly half of US operators (47%) are less than satisfied with their CCaaS solution. The leading reasons given: limited automation features (40%) and no significant improvement of the customer experience (38%); three of four (78%) reasons that US organizations cite for their under-performing cloud contact centers are addressable through optimization efforts such as cloud toolsets.
This strange dichotomy was not the only surprise in the Forrester study conducted across the US, UK, Germany Switzerland, Austria, Brazil, Chile, Colombia and Mexico. Latin American operators came in reporting the highest success collectively with 63% considering their cloud contact center migration successful – despite that they are the least optimized – with the UK leading by country at 62% and the US coming in at 58%.
And with all the public debate over whether the unlimited upside of artificial intelligence (AI) outweighs concerns about its potential to disrupt the workforce, 60% of UK operators say AI is needed to help agents analyze interactions and better understand fellow humans, customers. Meanwhile, roughly half of companies agreed with this statement across the US, LATAM and Central Europe.