Avaya has snapped up Edify, a CCaaS, CPaaS, and UCaaS platform provider.
In addition, Edify offers AI-driven self-service solutions.
However, it’s best known for its Edify CX platform, which gels its CCaaS and CPaaS platforms.
That offering allows service leaders to define the contact center journeys they would like to create. Then, it provides a no-code engine to orchestrate those journeys.
The approach is divergent. After all, most CCaaS vendors give customers a boxed platform of settings, which they configure to try and piece together their ideal journeys.
With Edify, service leaders can compose those journeys themselves.
That’s evident in Edify’s mantra:
We don’t tell you what to do, we simply give you all the tools to do it.
That proved an extremely attractive prospect for Avaya. After all, many of its large enterprise customers will have significant journey and process customization needs.
Indeed, that’s likely why many delayed a move to CCaaS – as, over the years, they’ve built a complex patchwork of on-premise systems to meet specific requirements. The thought of ripping that all out or replicating it in the cloud is daunting.
Yet, Edify’s orchestration capabilities may help businesses leverage elements of the cloud to deliver that all-important high level of customization.
As a result, Avaya can go further to support each enterprise in creating the right cloud contact center for their business.
The Acquisition Continues Avaya’s "Innovation Without Disruption" Story
Avaya’s cloud-native platforms offer the ideal base for high customization. As Zeus Kerravala, Founder and Principal Analyst at ZK Research, previously told CX Today:
Customers I’ve talked to say it’s very easy to work on top of Avaya’s contact center, use APIs to customize the product and do lots of innovative things – like contextual routing. You can’t do with an off-the-shelf product in a way that’s tailored to your organization.
Edify will help Avaya flaunt this differentiator and aid Avaya’s ambition to deliver more comprehensive, feature-rich CCaaS offerings.
That’s crucial as Avaya strives to keep up with competitors that focus their entire research and development (R&D) budgets on one contact center platform instead of three.
With this ambition, Avaya may maintain its impressive enterprise retention rate – which currently sits at 97 percent.
Avaya has achieved this by stressing that customers shouldn’t feel pressured to jump the on-premise ship. Instead, they should move to the cloud at their own pace.
That message has struck a chord. Yet, few deny that CCaaS is ultimately the future of contact center technology – especially given the rapid rate of cloud-based AI innovation.