Serenova: A Unified Platform for Seamless Omni Channel Experience

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John Lynch, CEO

Customers’ (digital natives) diverse needs, wants, and preferences are changing the way businesses operate today. They demand high-quality customer experiences and expect online availability of companies round the clock. When it comes to interactions, the customers look for an omnichannel and personalized approach whereby they can experience the convenience and accessibility of online self-service, yet also have a human agent to solve their problems if situations get complex.

In this scenario, the question is how companies can cater to these hybrid demands while delivering quality customer experience online? Serenova has an answer.

While the voice line is still predominant in customer service along with other communication platforms, harnessing reliability and stability are the utmost priority for any contact center. With their rich expertise in the contact center landscape, Serenova offers a suite of unique, cloud-based, reliable, and robust contact center solutions to drive seamless customer experiences.

In an interview with CIO Applications, John Lynch, CEO at Serenova shares his insights on the unique value proposition, and the holistic cloud-based solutions the company brings to the market.

Can you give us an overview of Serenova?

Serenova develops a true cloud and an omnichannel contact center as a service platform—CxEngage. We leverage AWS to deliver the application globally—precisely 26 countries throughout the world. Our cloud contact center platform comprises a suite of products that includes CxEngage Quality Management (CxQM) as well as a robotic unified analytics solution.

With an aim to meet the rising demand for omnichannel experience, we bring in a unique approach wherein we provide our own IP for multi-channel experience and conversational continuity. This approach allows agents to empower customers with an option to switch seamlessly from an email to a chat window to a voice call if they choose to. Instead of transferring from a social media chat agent to a voice line agent, we allow this seamless conversational continuity to take place with a single agent. About a year and half ago, we acquired Telstart, an experienced multiplatform call recording solution provider, and integrated their unique features within our CxExchange platform in the cloud. Today the solution underpins our CxQM and ensures efficient call recording, call quality, agent scoring, and more.

Are there any particular industries that you cater to?

Our holistic and horizontal solutions find application in verticals like healthcare and pharma, financial services, high-tech, retail, utilities, insurance, and BPOs. Our company originated back in 2000 as a BPO supporting at-home agents, and this instills the elasticity and ability to scale up and down within our DNA.

Our clients in the healthcare market choose Serenova because of security, seamless integrations to the back-end systems, omnichannel experience, and our PCI-DSS Level 1 certification and adherence to HIPAA. When customers approach us for migrating to the cloud from an on-premises solution, security along with PCI and other compliances are crucial for them. We certify our platform to meet all regulatory and security compliances; it just comes with our servers with no uplifting charges.

We bring in a unique approach wherein we provide our own IP for multi-channel experience and conversational continuity

What are the pain points faced by contact centers in the industry today?

Challenges differ across sectors. Most customers have complex needs and demand an effortless, omnichannel customer experience in a quick fashion. Large organizations with operations spread across the globe face issues when shifting from on-premises to the cloud. That’s precisely where we come in with our unified platform to help them deliver seamless customer experience.

How does your approach work with your clients?

Most CIOs and VPs we engage with look for prime reliability of calls, fully functional contact centers, call quality, and actionable insights. They also demand reports and alerts on their dashboards pertaining to the contact center performance. CxEngage offers real-time visibility from the executive level, all the way down to the individual agent, providing the data required to increase attrition rates, improve performance, and influence ROI. So, we leverage microservices in every monthly release cadence, so as not to schedule downtime for platform maintenance. Most of our competitors have to schedule the windows and bring their customers down while uploading patches or quarterly releases. However, we can push code without any downtime, whether it’s for a particular feature for a customer or a major release for us. We leverage the in-region or in-zone failover and unique DR (disaster recovery) capabilities of AWS, as well as its scaling capabilities to drive reliability and efficiency in the contact center architecture.

Could you please elaborate on your client onboarding process?

We have a 100 percent browser-based solution; there are no plug-ins or software to be downloaded, and no servers to be installed on-site. Agents can take calls at their convenience, from mobile devices or laptops by just creating the ID. Serenova’s flexible, robust studio environment allows clients to develop their custom flows in queues and then easily integrate those into their back-end systems for data dips or screen pops. Once the flows and queues are designed, it’s sustainable, and agents can add changes or flows themselves or seek support from us. On an average, it takes about two to three weeks to deploy a complicated enterprise global contact center, and within three to four weeks it is up and running, doing back-end data dips, calls, and feeds. Our platform has a robust API integration; every single service is built from ground up with an API for effortlessly integrating the solution with the existing systems.

What are the factors that differentiate Serenova in the marketplace?

Unlike many of our competitors who offer on-premises solutions yet call it cloud-based, Serenova delivers a true cloud solution and is multi-tenant in nature. We can scale down to a couple of users or scale up to thousands, which makes us unique in the market and vouch for our global footprint. The auto-scaling feature of our solution enables clients to have the elasticity to scale as their business grows and deploy in new markets and regions. What Serenova provides is a contact center platform that’s integrated to Salesforce, CRM, and other back-end systems, marrying all the data and processes in a single system. We have been recognized as a top performer by Forrester Wave and also a top vendor in Gartner’s Magic Quadrant for the contact center as a service (CCaaS).

Do you have any geographic or product line based expansion plans for the future?

We have offices in the US, Canada, UK, and Australia and plans to further expand to EMEA and APAC region. We also look forward to adopting AI and tap-in our rich data resources into an AI engine. Although the concept of AI is still in its infancy in the contact center space, we aim to pioneer the transformation for delivering better experiences and self-service opportunities to clients.