The Emergence Of Cloud Brokers

Cloud Brokers


Cloud‐based customer care is part of the current hype, but why should you care? The answer is simple: the movement to cloud solutions is both substantial and logical. According to researchers like Gartner, Frost & Sullivan, and Forrester, contact center infrastructure — a key customer care component that has lagged behind others due to stringent requirements — is now rapidly moving to the cloud. Some reports show that over half of new contact center solutions sold will be cloud‐based within the next two years. The Communications as a Service (CaaS) model is increasingly fulfilling the standard telephony requirements for customers to make this shift possible. Cloud‐based telephony is not just a trend; it is riding an unstoppable wind of change driven by logical benefits. Yet with many other customer care and other business applications headed to the cloud, or already in the cloud, a storm of multiple colliding clouds is brewing. The challenge is the delivery of high quality customer care in these turbulent times.

In this paper, we will discuss the topic of cloud‐based customer care, expand on related multi‐cloud and cloud broker developments, describe how roles are changing and, finally, share recommended next steps for those considering moving part, or all, of their customer care infrastructure to the cloud.

Cloud‐based Customer Care

So what makes up a complete customer care solution today?

One of the primary components is a business application the customer care organization uses to manage customer relationships in the areas of sales, marketing, service and support, and other industry‐specific functions. These applications are often packaged Customer Relationship Management (CRM) or Vertical applications. However, internally developed and supported applications are still out there, some with improved graphical user interfaces front ending and automating manual functions to improve efficiency and accuracy.



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