Adapting Channels: Navigating Diverse Platforms and AI Impact for End Customers

Shifting Dynamics in the Channel Ecosystem

Although there is an increasing number of end customers transitioning to Microsoft Teams for all of their phone calling capability, many are simply adding it to parts of their business and continuing to use their existing Mitel, BroadWorks or other systems.  Consequently, the channel must become incredibly flexible and able to proficiently handle and deliver solutions that span these diverse platforms, whilst at the same time providing the most joined-up and consistent user experience that they can.

In addition, AI and automation is already making an impact. In just a matter of months we have seen the technology go from science fiction to accessible, both in terms of ease of use and affordability, and we’re seeing AI-augmented solutions in almost every sector of the SaaS industry. It will soon become democratised and standardised, forcing channel providers to swiftly acquaint themselves with its value and advantages, whilst also upskilling to grasp its impact on security and compliance.

Challenges Affecting Resellers, MSPs, Distributors, and Vendors

Whilst differing platforms can result in greater complexity, the channel needs to seek ways to simplify their offerings. To minimise disruption for their sales and implementation teams as well as customers, channel providers require solutions and applications that work across both the legacy and newer UC platforms.  The solution can be found in third-party cloud-based applications that can work across multiple technology platforms such as advanced and automated AI-based analytics.

The biggest opportunity for the channel is in helping their customers to access the treasure trove of data that is locked away in stand-alone systems. Unlocking this siloed information will soon become a priority and is going to be one of the biggest revolutions when people realise the value of their data and its value in terms of them running their business.

The channel needs to work closely with their customers to review where the data about their business resides and identify ways to unlock this font of information as easily and securely as possible. That means that APIs will be key, and partners need to consider building portfolios that are strong in this area.

Responsive Partnership Models: Adapting Partner Programs to Tackle Industry Challenges

Analytics play a crucial role in helping businesses to make data-driven decisions that optimise the performance of their operations, it also provides valuable insights into customer behaviour for improved personalisation and customer satisfaction.  Tollring is working closely with its partners to help them identify ways to leverage data and analytics into order to make their own and their customers’ businesses better equipped to adapt to changing market conditions and gain a competitive edge.

Ultimately, the aim is to create a simplified and coordinated portfolio focused on the benefits of services, rather the technical platform on which it is based.

Tailored Solutions: How Channel Evolution Aligns with End Customer Needs

The latest analytics equipped with AI and automation will enable the channel to deliver easy access and aggregate previously siloed data. By providing AI intelligence to multiple data sets, they will become valued partners to the customer, revealing insights that are beyond what is currently available.

With an understanding of patterns, applying context and knowledge of a customer’s business, alongside multiple sources of information, the channel can help their customers gain a much greater understanding of operational elements and how to ensure the customer experience is maintained.