A panel of experts outlined the key steps to a successful digital transformation for channel partners and their customers at Channel Live.
The panel for the event held at the NEC in Birmingham recently comprised of Dr Lucy Green, CEO and managing director of Larato, Alex Tatham, IT channel consultant, Nicola Millard, principal innovation partner at BT Business, Sam Hasson, CRO and co-founder of Tinkle and Adam Wilson, director of strategic partnerships, EMEA at Vonage.
The wide-ranging discussion covered everything from practically of digital transformation for small companies and clients, and the needs and desires of SMBs to the role channel partners will play in the hyperscaler marketplace and how government will connect the whole of Britain.
Millard opened the debate by highlighting the importance of putting the customer and employee experience at the centre of digital transformation. She added that a key part of that involved using AI to complement a human’s role.
“It’s all about putting people first,” said Millard. “That’s particularly important in a world where AI is playing such a big role, and we need to find a way for both technology and people to work together more effectively.
“The technology can be used to make our lives easier. For example, by using machine learning for understanding people’s preferences and personalisation.”
Added to that, Millard said that while automated systems served a particular purpose, humans were needed to help vulnerable customers and those with frustrations or complex requirements. She said that where AI can be most effective was in making notes, transcribing and summarising the call, allowing agents to focus more clearly instead on what the customer wants.
Hasson said that the key to digital transformation was keeping your value proposition as simple as possible for customers. It was also critical, he said, for companies to fully understand their core offering and to stick to it.
“It’s about enabling the end user to control their experience of telecoms on demand, anywhere,” said Hasson. “And have a clear vision as to how you are going to deliver that.”
Tatham said that just as important was making sure there’s a return on investment. That requires establishing the key outcomes you want to achieve and building a framework around those, he said.
“Rather than just leaping into AI, you must look at what your key business needs are, what you need to invest in and make sure you are going to get a return on that,” said Tatham. “Build a roadmap that brings people with you on that journey.”
Conversational AI
Wilson said that conversational AI was a core component of digital transformation. He said that Vonage has developed such a solution that interacts with and improves the customer experience.
“It’s about making the experience better for the customer and conversational AI can go a long way to addressing that,” said Wilson. “There are a lot of questions from the customer that come up time and again, and conversational AI can be used to answer those and help them reach the outcome they’re looking for as swiftly as possible, for example, using virtual assistants in airports to resolve queries about flights.”
Wilson said that Vonage has built a platform that enables partners to build their own customer journey. He added they need to challenge their vendors to provide them with such capabilities that they can deliver to their customers.
“Technology is changing all the time and you need to look at how you strive to keep innovating ourselves and channel players,” said Wilson. “That means looking at your appetite and resources for this and challenging your vendor to help you meet these targets.”