VoIP and consumer interaction

The digital revolution is affecting every aspect of our lives and the interactive, ubiquitous nature of new and emerging media platforms are redefining relationships between organisations and their stakeholders. Communication, however, remains the lifeblood of any enterprise and it is essential that organisations engage with stakeholders to forge relationships in the digital age of collaborative and near synchronous interaction. 

With the bombardment of new technologies and the myriad of apps available, businesses have had to re-imagine their critical engagements with consumers. One such technology is Voice over Internet Protocol (VoIP) or IP telephony which is forecasted to dominate the communications market in the future.

The bright future of VoIP is mainly due to its flexibility, scalability, multifaceted features, and the added benefit of cost reduction. VoIP continues to evolve and is increasingly adopted by organisations as an asset in their arsenal to gain a comparative and competitive advantage in a fiercely competitive global economy. 

Virtual private branch exchanges (PBXs)

Traditionally, telephone numbers are associated with a single telephone line and a single number. However, with a VoIP service hosted in the Cloud, a virtual PBX phone system allows one phone number with ten lines or 20 numbers and three telephone lines depending on the needs of the organisation. 

VoIP allows companies to make and receive calls from all corners of the world at relatively affordable rates. This is specifically beneficial for small to medium sized business or start-ups that need to consider the sometimes-exorbitant costs of international calls. With its divergent features cloud-based virtual telephony is also valuable in terms of improving customer services.   

Convenient remote call management 

Companies using a cloud-based VoIP solution to maximum advantage are ensured that no calls will go unanswered. VoIP acts at the interface between companies and current and potential customers as the best, most efficient and most informed employee. Every inbound call automatically gets routed to the best agent to respond to customers’ needs making VoIP the ideal solution to significantly improve first call resolutions and increase overall customer satisfaction.

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VoIP solutions keep employees connected to customers regardless of their location or device since with mobile applications linked to business phone numbers, employees can make and receive business calls directly from their mobile devices.

The call forwarding feature of VoIP still allows customer interaction without a pillar-to-post scenario or voicemail tedium of traditional telephony. Companies can thus proactively forward calls to employees who are available to best address customer enquiries. This is a transformative feature for companies in terms of consumer interaction by them with instant remedies and eliminating human error. Happy customers will add to the positive reputation of companies through word of mouth.

Third party outsourcing to overcome time zone differences is another advantage allowed by VoIP, making companies available around the clock specifically in the ‘always-on’ culture of the digital age. It is evident that productivity can be maximised with cloud-based virtual telephony since less time is wasted on voicemail and calling back customers. Research indicates that companies using unified communication facilitated by VoIP’s Find-Me and Follow-Me saves an employee up to 30 minutes a day by being able to reach a co-worker on the first attempt.

By providing one interface or application to access email, voicemail and fax, Unified Messaging saves an individual at least 40 minutes a day. Interactive Voice Response Systems automatically routing calls to the appropriate person reduces on-hold times by saving 5-15 minutes per day. 

Improved customer engagement

Customer service is a critical brand differentiator potentially surpassing price and product and thus, to provide customers with the best service should be prioritised. Specifically, companies struggling with customer service should resort to VoIP solutions to prevent customer complaints from escalating to higher authorities and turning into disputes.

Customer service management has gained new dimensions in the digital age by allowing support teams to work remotely and thus reducing additional overheads on office supplies and utilities.


Satisfied customers are the keys to business success and efficiency, convenience, friendly service, knowledgeable service is highly scored in a PwC survey. 73% of people said customer experience was an important factor in their buying decisions which greatly reflects the cost of poor customer service.

VoIP improves customer experience which will have a beneficial effect on the bottom line. With VoIP, bad customer experience or long wait times can be avoided. Companies can improve the services they provide and by prioritising interaction through answering calls on time and addressing customer queries efficiently.

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