Frustration over long wait times, robotic answering systems and poorly integrated support channels has created a unique market for a new breed of contact center solutions aimed at liberating consumers from the pain of communicating with businesses.
To get a better sense of this market and the communications world as a whole, TMC CEO Rich Tehrani recently interviewed Lance Fried, co-founder and CEO at Hold-Free Networks, maker of a software-based “personal concierge” for customer service interactions.
Fried says that the influx of innovative communication channels has caused a palpable change in the CRM market, where the balance of power has shifted from the enterprise to the consumer. The ability to self-publish on social media sites and other outlets has empowered today's consumers, says Fried, forcing enterprises to change the way that they manage the customer experience.
Tapping into the power of the cloud can help enterprises address these customer service concerns without incurring any major upfront expenses, he adds. The cloud also provides greater flexibility and fewer worries about technology obsolescence.
Fried believes that the strength of virtual architectures will eventually lead to a hybrid approach, where enterprises rely on both on-premise and cloud-based solutions to run their communications.
The entire Hold-Free Networks team will be on hand at ITEXPO East 2012 to showcase their solution and talk all things CRM. Fried will also be taking part in a panel discussion, Making Social Media Work within Your Business, alongside other industry executives. The session begins at 10 a.m. on Feb. 3.
Check out the complete interview below or head to booth 323 to hear more from Fried and the Hold-Free Networks team. ITEXPO (News - Alert) East 2012 kicks off on January 31 at the Miami Convention Center.
What was the most significant technological advancement in the past 12 months and why?
It is tempting to point to Watson or Siri as the most significant technological advancement of the past 12 months. But consider which is more important: the strides made by computer robots to become more people-friendly…or the advances made by people across all demographics to become more robot-friendly. Compared to a year ago, we all seem to be more comfortable with the role that these digital assistants play in our daily lives and have a better sense of how to make them work for us (instead of the other way around).
What has been the biggest trend in your market segment and how is it impacting your customers?
The biggest trend in the CRM market is the shift to consumer empowerment. Access and control over information and the ability to self-publish have shifted the balance of power between the enterprise and the consumer. Our enterprise customers are learning that they have to let go of antiquated business practices, do a better job of listening to the customer, and treat the customer experience as the most important differentiator they have.
What is the biggest challenge facing your customers today and how is your company helping address that challenge?
The biggest challenge our enterprise customers are facing today is the delivery of exceptional customer service at each and every touch point. Multiple channels of communication, complex legacy systems, budget limitations, demanding consumers, fires to put out everyday…it’s daunting to say the least. Hold-Free Networks is helping to address the challenge with plug-ins that can be deployed quickly and without integration or capital expense.
How has Cloud impacted your business? How has it impacted your customers?
The cloud has had a tremendous impact on customer service when you consider that a decade ago essentially all contact center equipment was premises-based. For enterprise customers, the move to the cloud has meant more flexibility, better economies of scale, and fewer worries about technology obsolescence. In general, it has allowed the enterprise to focus on its core competency (flying planes, making loans, etc.) rather than being distracted by technology issues.
Will Cloud-based communications expedite the end of the premises-based PBX (News - Alert) market?
The premises-based PBX market won’t necessarily “end,” but the lines between cloud-based and traditional premises-based systems will certainly continue to blur. The differences between a carrier’s network, an ASP/SaaS (News 
- Alert) cloud, and a premises communications system used to be quite distinct.
Bandwidth, virtualization tools, security enhancements, and affordability are among the factors that have changed all that. So while premises-based preferences will continue to exist (for cost, customization, security reasons, etc.), enterprises will find that they can select a hybrid approach that gives them the best of all worlds.
What approach has your business taken to social media? If you have implemented a social media program, have you been able to evaluate your program’s success?
Hold-Free Networks has taken an adaptive approach to social media. Rather than assuming that all aspects of the contact center are ready to be “socialized,” we offer our clients the ability to start in a simple way by natively collecting sentiment before introducing more sophisticated methods of listening, analyzing, prioritizing interactions and connecting with the social media universe. To practice what we preach, we have implemented our own social media program that has seen increasingly positive results each time we have stepped up our level of engagement.
Does every business need a social media presence? Why or why not?
The simple answer is “yes” because a staggering number of your customers are (or will soon be) using social media. But the rules of social media dictate that a static landing page or a 1-way push of messages is not a genuine presence -- so the benefits will be marginal unless you plan to actively engage with your customers, listen to their concerns, and address their support needs within the social media framework.
There will always be some industries, specifically in (business-to-business) environments that may have a minimal public social media footprint. We acknowledge and embrace these as well -- private cloud/community exchanges are another form of social collaboration to us and we help facilitate those transactions as well.
With Microsoft (News - Alert) touting tight integration between its mobile and desktop OS, can it become a major competitor in the enterprise mobile market?
Considering the impact that Apple and Android (News - Alert) have had on mobile in a little less than five years, it would be a mistake to assume that further market disruption is unlikely to occur. While Microsoft could overtake the position its competitors currently hold, a more probable scenario is that Microsoft’s role will unintentionally push the market to standardize app compatibility across OS platforms.
What can attendees expect from your company at ITEXPO?
Attendees can expect Hold-Free Networks to make a memorable impression at ITEXPO. Attendees who have come to the show looking for ways to improve customer satisfaction (as well as some who didn’t…) will walk away from booth #323 with the sense that Hold-Free has a strong team, innovative services, proven results, and a growing reputation in the industry that merits consideration for any enterprise trying to keep pace with its consumers’ service expectations.
Make one technology prediction for 2012 and consider its impact.
We predict that 2012 will usher in round “2.0” of enterprise mobile applications. These apps will go beyond the basic “find a store,” “view my bill” features and become more personalized, more social, and better integrated with customer service.
Beecher Tuttle is a TMCnet contributor. He has extensive experience writing and editing for print publications and online news websites. He has specialized in a variety of industries, including health care technology, politics and education. To read more of his articles, please visit his columnist page.
Edited by Jennifer Russell
