Contact Center 101, Part III: Discovering Contact Center Opportunities

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In Parts I and II of Contact Center 101, we discussed the basics of contact center solutions and how the customer experience is enhanced by CCaaS. This time, let’s look at some helpful tips for identifying contact center opportunities, along with a baseline list of questions to ask potential customers.

How to Market & Sell Cloud Contact Center Services

Understand Customers & Their Unique Needs

Cloud service providers should know that selling cloud-based communications solutions is not a one-off task. It’s an involved process, one where the provider takes the time to get to learn their customers’ individual needs, goals, history, business processes, and company culture. The more they know about a potential customer, the better they’ll be able to cater their solutions to the customer’s business model. 

Provide Flexible Solutions

Contact center services are extremely versatile, offering significant value and productivity-boosting capabilities to a variety of business environments. What’s more, if solutions can be easily integrated “over the top” of an existing network, then the ability to offer a contact center becomes a way for cloud service providers to upsell existing clients and to expand their addressable markets into all kinds of legacy environments. The flexibility of CCaaS (Contact Center as a Service) is particularly well-suited for these sorts of opportunities, since part of the infrastructure is virtualized and hosted via the cloud.

Remember Who You Are Selling to & What They Want

A range of companies can benefit from the features offered by a cloud-based contact center solution, such as IVR (Interactive Voice Response) technology, appointment reminders, call reporting and analytics, barge and whisper training features, and presence management. Partners need to be mindful of a crucial factor, however: In selling cloud-based call center solutions, the goal is not to convince the end-user to buy contact center services. It’s about learning the customer’s business well enough to understand the areas in which contact center features can enhance their existing operations.

Don't Be Shy During the Discovery Phase

It’s up to the provider to function as a trusted IT advisor from the get-go, bringing in relevant knowledge and experience to the conversation. This requires examining their needs, getting to know their business models, getting a sense of their staff dynamics — and then making pertinent suggestions as to how new technology can improve their operations. Known as the “Discovery” phase, this comprehensive investment in the client has to happen before a solution is ever configured.

The Key to Selling CCaaS Solutions: Asking the Right Questions

Asking the right questions can not only help channel partners create a more customized solution, but also identify new ways to help businesses increase agility and improve productivity. The reality is that contact center solutions are useful for numerous small business workflows—many of which the customer doesn’t even consider.

So, what should partners ask to deliver the right solutions that satisfy customer pain points? 

As far as new sales go, cloud service providers should start off with a more rudimentary set of questions. This will help determine the scope of the project at hand, including the customer’s basic communications needs, in addition to the level of training users will need in order to acclimate. 

Here are some basic discovery questions for channel partners selling cloud-based contact center solutions:

  • What is the ultimate goal of your business, both short-term and long? 
  • What are you looking to accomplish with your communications solutions?
  • How is your business evolving?
  • What things do you want your staff to be able to accomplish that they can’t do now? 
  • How fast do you expect to grow in the future? 
  • Are your employees resistant to changes in their workplace, or do they embrace change?
  • How have they fared with new technology in the past?


If the partner is looking to add contact center solutions to an existing deployment, a whole new set of questions come into play, delving into the specifics of how the business manages various processes. This line of questioning will determine the areas and departments where contact center features can deliver value. Some potential questions to consider asking when selling cloud-based call center solutions to customers with existing deployments include:

  • Do you have any workgroups that interact with the public, or with business partners, like sales teams, billing specialists, collections agent, or tech support?
  • How are calls to your organization currently being routed? 
  • What happens to calls that are missed? Is there any record of them? Are they routed to a queue? Are they analyzed? 
  • Are there areas where the company might benefit from automation, such as a system that can provide basic information like operating hours or directions? 
  • Are there opportunities to integrate with a CRM platform or other back-office systems to streamline tasks and consolidate data? 
  • Does the company schedule appointments or communicate with customers? Can they benefit from SMS text messaging or broadcast capabilities? 

The successful deployment of contact center solutions requires a commitment on the part of the MSP to learn the intricacies of the businesses they are serving. This is the best way to create relevant, customized solutions. In the end, companies aren’t so much looking for technology, as they are for ways to solve problems and improve business outcomes—all through seamless, multi-functional communication capabilities.

Learn How to Identify Modern Contact Center Opportunities

As you can see, contact center solutions can be deployed into virtually any business environment, and that organizations of all sizes and shapes have teams that regularly address customer needs and manage customer relationships — even if they may not be traditionally considered a “contact center.” If you’d like to learn more about how to identify “non-traditional” workgroups that could benefit from the features provided by CCaaS, download our exclusive case study from noted research firm Frost & Sullivan.

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