Richard Snow's Analyst Perspectives

Altitude Software Supports Contact Center in the Cloud

Posted by Richard Snow on Dec 6, 2012 10:55:43 AM

Recently I completed a benchmark research project into the adoption of a contact center in the cloud, which I defined as the combination of contact center-related communications, applications and analytics in the cloud. Furthermore I defined communications in the cloud as the systems to manage interactions, inbound and outbound, through different communication channels: telephony, email, post, web-based chat, mobile chat, web-based messages, video, mobile apps and social media. The research shows that organizations are increasingly adopting cloud-based systems to support customer expectations to interact through the channels of their choice. At the recent Ventana Research Innovation Summit I outlined why I think the only practical and affordable way for organizations to meet these objectives is to adopt integrated, cloud-based communication systems and services from one of the increasing number of vendors coming to market with such solutions.

One such vendor is Altitude Software –  not one of the best-known vendors in this market, probably because it is originates from Portugal. It has operated since 1993, now has offices in 17 countries (mostly in Europe and South America) and has 1,100 live installations in approximately 80 countries, with 300,000 users. All its systems have been developed in-house so have the advantage that they are tightly integrated. Its main product is Altitude uCI 8, a modular set of applications that manage phone, email, chat, SMS/text and social media (Facebook and Twitter). All of these are managed from a single queue that uses a single set of rules to route each interaction to an available agent with the required skills to handle that type of interaction. The rules are at the top end of what I term intelligent routing and can be built to route based on agent skills, customer data extracted from a CRM or other system, or previous interactions – for example, an inbound tweet can be routed to the person who replied to similar tweets from the same customers or tweets in general. The applications can be integrated with a range of existing ACD/PBX systems, plus the product also includes its own software-based, SIP-based virtual switch. The product also includes a unified dialer that can work in predictive mode to optimize outbound call campaigns.

Altitude has partnered to develop an innovative solution that integrates Facebook and Twitter into an organization’s customer service activities. Customers can submit service requests through Facebook and Twitter, on a fixed or mobile device. Requests go into the universal queue, and each is routed to an agent that has the skills to deal with the request. Agents are presented with all the current and historical information they need to resolve a request, which can then be posted back to the customer on their Facebook or Twitter page. Supporting this as an end-to-end process, plus integration though the universal queue, means that social media service not only becomes a realizable capability but it is managed within an overall multimedia customer service strategy.

To achieve this integration, Altitude uses another of its distinguishing capabilities – its unified agent desktop, which allows organizations to build desktop systems that enable users to handle multiple types of interactions, including social media, all through a user-specific, single-user interface. It supports access to information stored in other applications, such as CRM and knowledge management, alongside current and historical information needed to resolve a customer’s issue. My recent research into the unified agent desktop shows the ability to consistently manage multiple communication channels is vital to the customer experience, so the combination of interaction management and the desktop goes a long way to support companies in these efforts. The product also includes an extensive workflow capability that allows users to employ a drag-and-drop process to define how different interactions should be handled. It allows agents to initiate offline tasks for back-office employees and route internal tasks back to the agent.

The final capability is reporting and analysis that allows users to see what is happening in real time and provides a historical perspective as well. I especially liked the capability to define business-related metrics that can be calculated on data extracted from multiple systems; for example, in the demonstration I saw, the software was able to produce a metric showing how much business an agent had closed per hour. Organizations can define their own metrics, allowing them to monitor business outcomes and operational efficiency.

All of these capabilities are managed through a single management portal, making the software easy to set up and operate. In one of its latest developments, Altitude has gone one step further to make things as easy as possible. It has released Altitude Cloud, a cloud-based service that makes the product available on demand, in the cloud.

Handling customer interactions and providing excellent customer experiences has become a lot more complex in the last 12 months. I advise companies evaluate what Altitude has to offer and how it can help with these efforts.


Richard J. Snow

VP & Research Director

Topics: Social Media, Customer Analytics, Customer Experience, Social CRM, Mobile Apps, Analytics, Cloud Computing, Collaboration, Customer Service, Call Center, Contact Center, Contact Center Analytics, CRM, Customer Performance Management (CPM)

Richard Snow

Written by Richard Snow

Richard leads Ventana Research’s Customer and Contact Center Performance Management research practice, which is dedicated to helping organizations improve the efficiency and effectiveness of managing their customers, throughout their lifetime and across all touch points, including the contact center. He conducts research exploring the people, process, information and technology issues behind customer operations management, contact center management, and customer experience management. He also works with senior business operations and IT managers to ensure that companies get the best performance from today’s highly complex application products. Richard has worked in management and consulting leadership positions in the technology industry including with Price Waterhouse, Sema Group and Valors. In his work, he has been involved with all aspects of delivering highly complex IT solutions to a variety of clients in the telecommunications, financial services and public sectors. Richard has specialized in delivering customer care and billing solutions for telecommunications operators, and several multi-channel contact centers for organizations in both the public and private sectors.