technologyreseller.co.uk 25 CCAAS platform optimised for contact centres with 10 to 250 seats. It launched Cxp in early 2023 and is now looking to raise awareness of the solution amongst resellers and IT managed service providers that might be missing an opportunity to provide SME customers (and large organisations with small contact centres) with a more flexible, affordable CCaaS offering. “There will be IT resellers or MSPs that are aware of CCaaS, but deem it to be a complex, pricey, over-featured, hard to implement solution that is really designed for enterprises and not suitable for smaller, less complex businesses that might just do voice calls and have an email support team. Equally, there may be IT resellers or MSPs who are completely unfamiliar with the term CCaaS and may not be aware of the benefits it offers to customers that have phones on desks and a small customer support or customer service department.” Jones says TelXL is addressing this opportunity with a two-pronged approach: flexible pricing that allows users to activate and pay for sophisticated functionality as and when they need it; and education of the reseller channel and wider market to help businesses on their omnichannel journey. “Enterprise-focused CCaaS or contact centre solutions are fairly inflexible and often rigid in their features, functionality and pricing. A business that doesn't require all-singing, all-dancing, AI-fed, automated chat bots and the like doesn’t really have any option other than to pay for them or not use them. Even at the lower end, you've got to pay for a lot of things you don't need. We have built all those features into Cxp and applied an accessible and agile pricing model under which customers don't need to pay for features they don't use. They can simply activate and pay for something when they need it. “We think this is the best approach because there will be businesses with formal or informal contact centres that are almost entirely voicefocused. They might handle inbound or outbound calls, or a mix of inbound and outbound calls, and perhaps have a support email address supervised by one or more people. Such users may not be looking to implement AI chatbots or complex IVR schemes yet. What they want is something that’s resilient, reliable, simple to implement and which adds value. If over the next three years they double or triple their customer base and decide to add a web chatbot or introduce more complex call routing, we can add that functionality rather than forcing them to pay for it 15 months before they need it.” Awareness gap On the education and awareness side, Jones says TelXL is aiming to develop long-term relationships with resellers that understand the market opportunity and are committed to delivering solutions to fill the gap it has identified. “Broadly speaking, we aim to grow our partner network quite considerably this year, but we are looking to do so not with a shotgun approach but more of a rifle approach i.e. to find partners that are engaged with the prospect of learning more about these solutions and then bringing them into their portfolios with a new level of support from TelXL. “We aim to avoid marketing artistry that confuses or underdelivers and move to demystifying the area of functionality and CX that exists between UCaaS and CCaaS. That’s where a lot of SME customers need a partner’s help to treat business-as-usual and day-to-day pain points to reduce consumer effort.” Jones adds: “There's not only an education gap on the channel side but also on the customer side. The channel has a responsibility to explain to customers the need for such solutions and how the journey to an omnichannel or digital world, as complex as it might seem, can be taken in steps. We need to build awareness that it's a journey and the reseller needs to be on board with that as much as the customer.” www.telxl.com
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