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Genesys Enables Customers to Reach Across Borders

The CCaaS leader uses Voxbone's global SIP trunking network to deliver innovative and personalized CX.

Genesys is on a mission to support companies in reaching their customers, regardless of national boundaries.

To do this, the global Contact Center-as-a-Service (CCaaS) leader needs the ability to scale its platform globally, without the pains that typically come from adding new coverage.

By working with Voxbone, it is able to turn challenges around reach, quality, availability and support into new opportunities for crafting superior CX.

The Genesys Cloud platform delivers more than 70 billion customer experiences every year across 60+ countries and multiple channels – from voice to SMS to social media – to companies including PayPal, Vodafone, BMW, M&S and Philips.

And taking those experiences to the next level has required a pretty large shift in perspective for the company.

Herbert Shades, Senior Director of Telco Commercial Management at Genesys and keeper of chickens in his backyard in Salt Lake City, explains: “We’ve always considered ourselves as a CCaaS provider. But this year we’re pivoting to Experience-as-a-Service. Our goal is to help our customers reach their customers with new and powerful experiences.”

Adopting a fresh CX-focused perspective is about more than just a change of semantics. It has enabled the company to laser focus on the pains their users face in personalizing customer interactions and identify the best solutions and partners to overcome them.

“We don’t talk about problems at Genesys. Instead we see opportunities to better help our customers reach their end users,” explains Shades.

“Our customers are all over the planet and operate across all spectrums of industry. And the number one opportunity we have to address is enabling them to reach across borders without the regulatory overhead or pain points that must be typically dealt with. Working with Voxbone lets us do just that.”

But for a platform of the caliber of Genesys’, local reach on a global scale is not enough, in and of itself, to deliver real and meaningful personalization of the kind that generates trust and loyalty among customers and employees.

To deliver that, and indeed to do so on such a supermassive scale, the Genesys Cloud platform must provide companies and their customers with high-quality local voice interactions precisely wherever and whenever they need them. In order to execute this vision, Shades and his team ultimately need to work with network partners possessing best-of-breed reach, quality, availability and support.

Reach – Ensuring the Customer is Always Within Your Grasp

“My role at Genesys is to identify and work with partners such as Voxbone in the telecommunications space to help us ensure service availability,” says Shades. “Primarily, I’m shopping for providers who have the reach and coverage we require, then integrating those partners into the Genesys ecosystem to serve our customers both domestically in the US and internationally across the planet.”

And high on his shopping list are Voxbone’s SIP-superpowered geographic, toll-free and national phone numbers, which give Genesys the means to do so in a whole load of countries across North America, South America, Europe and Australia.

Self-Service Tools for Rapid Provisioning and Deployment

For Genesys, it’s crucial to make sure that their customers can set up new voice services as easily and as quickly as possible. With Voxbone, API integrations provide a turnkey solution for just this thing.

Because our service and self-management platform are cloud native, Genesys can already provision new phone numbers in real-time. And with Voxbone’s suite of APIs, it can extend this same functionality directly to its own customers within its own platform environment.

“Within our interfaces where our customers are buying from us, they can go in and look for Voxbone’s phone numbers in the UK, then drill down finely to where precisely they want to go,” says Shades.

“That’s all done via APIs. So instead of me having a bunch of bodies at Genesys going to acquire numbers on behalf of customers, or having customers put in tickets to provision new numbers, I have APIs that pass through from the Voxbone platform to mine.

“Customers can see what’s available in real-time. If something’s not available, my API to my audience will create a ticket and I know to follow up with Voxbone and find out the timeline for delivery, then feed this back to my customers.”

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Quality – Minimizing the Latency of Calls

Of course, reachability and provisioning speed count for little if the service doesn’t have the quality that our customers need in order to have productive conversations. For international telecoms, this means latency.

“As we cross geographies, we are all bound and limited by physics and the speed of light,” says Shades. “Say you have someone making a call from Canada to a contact center in Australia. Using legacy or traditional TDM environments for long-distance calls can introduce high latency.”

Indeed, the call will first be picked up by a regional carrier in Canada, then, in Shades’ own words, be “handed off to somebody who hands it off to somebody who hands it off to somebody”. And so on and so on. That call can make many hops between different networks before completing its journey, with each adding latency and degrading experience.

“Using Voxbone, we take away all those hands in the middle, the middlemen, and use one entity to take the call from Point A to Point Z, which leads to better quality. Perceptible latency is reduced, if not removed completely.”

Dedicated Interconnections for the Best-Possible Quality

To deliver calls with such minimal latency requires using a provider that can transport calls over a private global network – away from the bandwidth, coherency and security issues that come from using public internet.

But there’s another crucial leg in the journey and that’s the distance that must be traversed between your network and that of your provider’s. The larger this distance or the more congested its path, the more latency will creep into the call. It doesn’t matter how good your provider’s network is at receiving or delivering calls with minimal disruption. If you’re interconnecting from a different continent or via a non-dedicated route such as the public internet, your call quality will suffer.

Genesys connects to the Voxbone network via physical cross-connects, whereby data is sent securely via physical cabling between the companies’ respective racks within the data centers where they both reside. Because both networks have infrastructure in the same physical buildings, the literal distance between them is measured in feet rather than miles.

“This for us is big,” says Shades. “Whereas we could install IP-sec tunnels across the public internet, we found that direct interconnects work best. In most places, Voxbone’s data centers are in the same physical locations as ours and that helps. We simply do cross connects.”

Taking a call between two European countries as an example, the direct interconnect approach can remove as much as 100ms of latency compared to an encrypted call being made over the internet. How important was this switch to cross-connects for Genesys? “That was beautiful for us,” says Shades. “We have customers asking what did you guys do? We use direct connections wherever possible.”

In locations where Voxbone and their customers don’t have physical infrastructure in the same place and it would become prohibitively expensive to lay cabling between far flung datacenters, Voxbone also provides the option for virtual direct connectivity, whereby customers can interface their networks or cloud environments directly with Voxbone using a software-defined connection from any of the 500+ locations supported by its global connectivity partner Megaport.

Availability – The Confidence That Comes from Choosing a National Operator

For Genesys, whose core business relies on the success of its voice operations, finding the right communications partners is about mitigating the risk of anything going wrong. Voxbone’s status as a national operator in most of the countries where it operates goes a long way to delivering the peace of mind that someone like Shades is looking for.

Ultimately, Voxbone is a partner that he can count on to deliver quality service uninterrupted: today, tomorrow and ten years from now. There are two different ways this is achieved.

In the short-term (the seconds, minutes, hours and days), the way the Voxbone network is designed ensures resiliency and continuity of service. In the longer term (the weeks, months and years), our insistence on complying with all national regulations removes the risk of disconnections or service shutdowns that you might face using cloud-native providers that aren’t well versed in local telecoms laws.

Resilient Network Design

What do we mean by resilient network design? “If you look at the way the platform is architected, you can route around problem nodes with Voxbone” says Shades. That’s because the network is fully geo-redundant, with automatic failover mechanisms in place. In effect, Voxbone’s network can reroute traffic in real-time via alternative network paths that aren’t reliant on the same infrastructure when something goes wrong in one location.

For Shades, this means: “If there’s maintenance, calls would be failed over to a sister PoP (point-of-presence). I as a customer can go into the Voxbone platform and easily architect where my numbers or services are hosted and where they will failover to.

“If I’m originating calls in South America, I can look at the transport of undersea cables and say: ‘Ok, that call would be best homed to the East Coast of the US (Voxbone’s closest core PoP) and then the redundant site will be the Los Angeles site.’ Having that control is important.”

Voxbone’s network can reroute traffic in real-time via alternative network paths that aren’t reliant on the same infrastructure when something goes wrong in one location.

A Compliant Service is a Reliable Service

“In places where Voxbone is a carrier native to the country, they are the ones dealing with the regulatory authorities in the country and the phone numbers are registered directly to them,” says Shades.

Voxbone stands apart from most other cloud operators by operating with the same degree of adherence to all local laws as legacy telco operators. Particularly in the EU where data sovereignty is a big deal for Call Detail Records, given the presence of GDPR. But also with regulations such as PCI-DSS and HIPAA in the US.

In these scenarios, Shades explains, you need providers that can ensure “whatever is being done on that call or transport medium is compliant to the applicable national, geographical or regional laws”.

Support – Minimizing Time to Problem Resolution

Of course, problems can always arise, no matter how robust and compliant a system you have at your disposal. But there is another big benefit of working with a national operator as opposed to a provider that aggregates coverage. Because, as well as the assurances around quality, network uptime and service availability that this brings, it means that Shades can be confident of quick resolution if any issues do arise.

“If there is a problem, there’s literally one throat to choke. One network to traverse. One entity to deal with,” he explains. “This versus a local or regional company picking up the call, handing it off and so on two or three or more times. In this scenario, when there’s a problem, if I call one guy, he has to call the next guy who calls the next guy. And with SLAs of four or eight hours at each leg, we soon have a problem.”

“With Voxbone, we have one provider, one network, one contract. Root cause can be rapidly identified and calls can be diverted around any problem areas.”

Best-in-Breed Service

Going one step further, Voxbone also works hard to ensure that we are on hand the moment our customers need us.

“Voxbone gives me coverage with support 24/7/365,” says Shades. “My account directors (AD) are available to me. If I need to escalate an issue and my AD is not available, I can reach their boss. I have a hierarchy and tree of support.

“With many other organizations I’ve worked with, it’s almost designed that they don’t want you to escalate issues or have any problems visible to their executives.

“Voxbone is best-in-breed in terms of service provisioning and escalation. Working with them has been a pleasure. They help us solve the opportunities presented to us by our customers and grow as a result.”

By working with Voxbone, Genesys is able to extend the capability to its customers of quickly building a local voice presence in new markets without any of the typical worries around quality, availability and support that face companies when they’re looking for cloud voice coverage.

Choosing a best-in-breed SIP trunking provider that it can trust lets Genesys easily integrate compliant, reliable and low-latency coverage in 65+ of the biggest global markets into its platform.

Ready to see how working with Voxbone can benefit your company? Get in touch with our team today.

Herbert Shades

The number one opportunity we have to address is enabling our customers to reach across borders without the regulatory overhead or pain points that must be typically dealt with. Working with Voxbone lets us do just that.

Herbert Shades
Senior Director, Telco Commercial Management, Genesys