Contact centre and communication platforms are the critical facet of most organisations. The primary connection between customers and the business, the systems provide the crucial data for maximising and improving services. Integrating these communication systems with other business applications is of huge importance.
AMC Technology are contact centre and communication CRM integration specialists. Their industry history has developed to incorporate a huge list of telephony providers and CRM systems to create a unique proposition within the industry.
UC Today spoke to the founder and CTO of AMC, Anthony Uliano to understand how their offering has grown beyond software integration to provide a holistic range of customer contact enhancements. Initially developing tools to help customers with specific platforms, such as SAP, AMC quickly enhanced their offering to make it available to as many customers on as many communication platforms as possible.
"Through our partnership with SAP AG back in 1996, we started to build these connectors to SAP from the various telephony platforms. We worked with every major provider that was there. We grew this tremendous base of telephony knowledge, but we didn’t want to build these point to point solutions that everyone else at the time was building. We built an abstraction layer and it allowed us to tie all of the connectors we built into SAP through a single platform. Once we had that platform in place we then expanded that to other CRMs as we could do that very easily."
AMC now offer integration solutions for all of the major CRM systems such as Microsoft Dynamics, Salesforce, and Oracle. Their innovative abstraction layer creates the capacity for integration between almost any two platforms available.
"AMC is provider of a platform that supports many CRM systems and many communication platforms and we just need to configure the connection points to drive all of the functionality that we offer in terms of integration."
Their development has shifted dramatically from the early days. Their extensive portfolio still provides full integration option for the legacy on premise CRMs to the new age of cloud CRM systems such as Microsoft Dynamics and Salesforce. On the communication side AMC have mirrored that integration growth, offering full options for Cisco and Avaya's portfolio's, as well as options for the new breed of cloud native providers such as RingCentral, Amazon Connect and soon Twilio Flex.
We then spoke to Anthony about some of the emerging technology trends that have shaped AMC's growth and direction.
Cloud
AMC recognised quickly the shift that was occurring both within the CRM providers but also within the world of communications. More and more of the traditional providers were shifting their focus to cloud platforms and new players were disrupting the market with their cloud native offerings. "We’ve been partners with Salesforce for over 15 years, being their first contact centre partner. Salesforce paved the way for cloud-based CRMs and they made that a standard in the industry”
Anthony explains that CRM systems moved to the cloud more quickly than the systems for communications and contact centre. The reasons for the delay for cloud uptake on the communication side were mainly down to the fear of system outages.