Page 18 - HCS-CC_TELUS

Student Supporting Notes

• Wave 1 is characterized by a cost-management focus and the techniques to manage costs. Cost-
management technologies like toll-free telephone service and ACD started in the late 1970s and
early 1980s, but the industry continues to deliver new and innovative ways to better manage
efficiency – such as SIP networking, cloud computing, and server and desktop virtualization.

• Wave 2 and its metrics require context, history, and knowledge of the customer. The 1990s
accelerated an explosion in technologies like CRM – and continue today with channel integration
and improved analytics. Companies that started in Wave 2 focused on integration to CRM, IVR
ACD, and desktop. Cisco’s own call center platform was born in this wave and features a strong
multichannel offering, CTI integration technologies, and next-generation IVR platforms. As we’ll see,
the architectural basis of technology suppliers born in Wave 2 actually serves as the best choice for
navigating all three of the waves.

• Wave 3 has some clearly identifiable trends that have emerged over the last few years – including
social, video, and enterprise collaboration. This wave will continue to challenge industry leaders as
customers increasingly turn to new media and social networks to interact.

The key question is who can help companies bridge the gap to the next wave of innovation? Who has a
track record of capturing market transitions?