As you can see, 3C Logic has been hard at work building integration points from their platform into the ServiceNow platform, driving a unified agent experience, coupled with the contextual delivery of information that an agent needs in order to best serve the customer experience desired outcome. All of our partners have access to this same framework and technology in order to deliver better customer journey experiences. It might make sense to define what Cloud Call Center (AKA, ServiceNow CTI 2.0) Framework is. In ServiceNow speak, Cloud Call Center is synonymous with a traditional definition of CTI, but with a greater degree of repeatability and extensibility than the commonly used technical term referring to the ability to integrate telephony functionality (ie: receiving or making a call or a screen-pop) within a computer browser. CCC services as an extensibility layer to drive repeatability in processes and API calls that are commonly used within the customer journey.

We would be remiss not to include outcomes and results as a key driving factor in why adoption of CTI technology, reimagined for the modern contact center. You might be wondering what value CTI/Cloud Call Center, powered by ServiceNow and its partner ecosystem, might bring to you as a customer or prospect?

Let's start with a few statistics to set the stage: Did you know that despite 75% of customer interactions originating over digital channels (email, chat, portal, etc.), over 33% ultimately escalate to a live contact center agent for additional assistance.

Simply put, as much as we thought Voice was on the decline, in real life Voice remains a key part of the customer service value chain, especially after the debacle we call 2020. However, the majority of large enterprises are still looking for cloud migration paths and/or CTI integration strategies for legacy on-premise telephony solutions (ie: Cisco, Avaya, Genesys, etc.) which often are:○ Not integrated with ServiceNow or an organization built a custom solution for ServiceNow which is not certified and costly to maintain at the expense of agent performance and innovation.○ Siloed and separately managed by a "voice team", rather than by the business. Those buying ServiceNow, managing digital flows, and responsible for the agents providing customer support have little to no control over the critical voice workflows and calls they are tasked with supporting without incurring long delays or heavy costs.○ Data and reporting are separate and manual, impacting administrative performance and oversight.○ Heavily reliant on hardware or physical desk phones which are note remote-work friendly or require unreliable/complex VPN setups to support work-from-home environments.

It's time we brought these things together for the benefit of customers, agents, managers, and overall consistency in our interrelated journeys. ServiceNow and its growing partner ecosystem are paving the way for creating an environment where customers have more choice, more useful features to drive customer experiences, and more tools for agents to become catalysts for a better customer journey.

For our next series post, look forward to learning about the world of Interactive Voice Response (IVR) and how self-service has been easier than ever when you know what you have the right technology and capabilities to drive consistency across entry points as well as various channels.

If you have any suggestions or requests on further Omnichannel topics, please reach out to me, Colter Hammer (colter.hammer@servicenow.com), and I can accommodate into the series. Looking forward to your feedback.