This has been attributed to the continuous commoditization of core product offerings and expanding capacity of the tools categorized under various suite umbrellas. Considering the proliferation in the number of tools incorporating aspects that warrant attention to business processes and workflows, there is a growing need for deliberation and planning while deploying upgrades.
New analysis from Frost & Sullivan (contactcenter.frost.com), North American Agent Performance Optimization Markets, finds that the market earned revenues of over $708 million in 2007 and estimates this to reach $1.164 billion in 2014.
If you are interested in a virtual brochure, which provides manufacturers, end users, and other industry participants with an overview of the North American APO markets, then send an email to Mireya Castilla, Corporate Communications, at mireya.castilla[.]frost.com, with your full name, company name, title, telephone number, company email address, company website, city, state and country. Upon receipt of the above information, an overview will be sent to you by email.
"Agent optimization tools are one of the best ways for recession-squeezed contact centers to make sure they provide the best customer experience at the lowest possible cost," says Frost & Sullivan Principal Analyst Keith Dawson. "Vendors are providing more advanced tools to help contact center managers prove their value to the enterprise through more insightful analysis of trends, enabling more intelligent allocation of resources.
"Vendors in this space are convinced that with core call recording, logging, and workforce scheduling effectively commoditized, the technology layer assumes less importance in comparison with integration expertise and process improvement consulting that goes alongside the enhanced APO offering.
This is particularly evidenced among mid-sized contact centers involved in the development of skills that include coaching, analytics, e learning, and worker performance optimization. They downplay the importance of platform and technology improvements such as Internet protocol (IP)-related upgrades and size-related expansions of current contact center infrastructures.
The mature nature of the market offers a few opportunities for contact center APO software vendors to differentiate their core offerings. Some vendors have attempted product differentiation by focusing on enhancement of service packages, while others have expanded their repertoire of features to new areas. Either way, there is a huge scope for expansion as contact centers are obliged to exert tighter control over budgets while simultaneously providing a competitive customer experience.
"To achieve a breakthrough in this tight marketplace, most of the key vendors have developed applications that take customer and contact center activity data and interpret them through analysis," observes Dawson. "Some have struck out on their own, while others have worked with partnership ecosystems to create these value-added applications."
Tools built earlier to perform simple recording, logging, and scheduling functions in contact centers have evolved into highly sophisticated and enterprise-friendly solutions. The new-fangled features give equal weight to both handling of data and customer experience as well as the old telephony activities. Vendors are expanding their product portfolios and building lucrative ecosystem relationships to cash in on the growth potential that this presents. The market is rife with opportunities and offers strong growth prospects, especially in the under-penetrated small and mid-sized areas.
Meanwhile, the market had witnessed consolidation and realignment among top-tier contact center software vendors. Key vendors have climbed up the rungs of the figurative ladder by offering sophisticated scenario building, management, and analytical applications that have positioned contact center systems as true enterprise applications.
However, despite market consolidation, there are numerous technological areas where smaller participants can compete, carve out niches, and establish market presence. Some available avenues waiting to be explored include customer feedback measurement, agent onboarding, and enterprise data integration.
North American Agent Performance Optimization Markets is part of the Contact Centers Growth Partnership Service program, which also includes research in the following markets: customer care outsourcing markets, inbound contact routing (ICR) markets, and outbound dialing markets. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants. Interviews with the press are available.
Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting and Growth Team Membership™ empower clients to create a growth-focused culture that generates, evaluates and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 30 offices on six continents.
North American Agent Performance Optimization Markets