Sticky buttons. Annoying static. Call volume that’s way too high, or way too low. There’s a lot that can go wrong with legacy PBX (Private Branch Exchange) communications systems, many of which continue to operate on outdated POTS (Plain Old Telephone Service) lines. For organizations that still rely on these systems, it’s time for an upgrade.
Switching from a PBX system to a cloud-based communications solution will bring more than just technical benefits. Cloud solutions can be integrated with other CX tools, many of which incorporate AI. That means an upgraded communications system could totally transform an organization, boosting efficiency while unleashing the power of AI in customer experience.
As an Intelisys Sales Partner, you can position yourself as a trusted advisor, guiding companies through the PBX-to-Cloud transition.
In this article, we’ll give you the insights you need to achieve that “advisor” status.
The Reality of Legacy PBX
Here we are in the mid-2020s, and many organizations continue to rely on legacy PBX providers – including Cisco, Mitel/Shoretel, Avaya, and Panasonic/Toshiba.
While “old” doesn’t always mean “worse,” legacy PBX systems cause tangible issues for organizations, including:
- Lack of scalability
- Limited features (no video conferencing, intelligent call handling, advanced call routing, etc.)
- High operating costs (due to energy inefficiency)
- No integration with CX software (including AI systems)
PBX systems can also be difficult to maintain – partly because the technology is so dated that new IT technicians might not fully understand how they operate.
The issues related to legacy PBX systems tend to cause major operational disruptions for organizations across industries. In retail and hospitality, for example, a sudden outage can make it impossible for clients to contact the business – which inevitably impacts sales. The consequences for medical facilities can be even more harmful, with unreliable communication affecting patient outcomes.
And in any industry, an inadequate PBX system will hurt CX. Today’s customers expect seamless communication – and they won’t have much patience for the unreliability inherent in legacy PBX systems.
The Tech Benefits of Cloud-Based Communications
There’s a reason cloud-based communications solutions are replacing legacy PBX systems: They offer a wide variety of enhanced technological capabilities. In other words, they simply work better.
Here are some key technological enhancements organizations can expect from a cloud-based solution:
- Improved collaboration features. Team members will be able to communicate simultaneously via chat, audio, and video.
- Rapid scalability. Organizations can quickly bring new team members on line – without having to wait for physical infrastructure to catch up.
- Resiliency. Instead of relying on outdated POTS lines, cloud-based solutions use backup power and built-in redundancy to eliminate costly downtime.
- Automatic patching. Cloud-based solutions usually update themselves – which minimizes maintenance requirements while ensuring maximum operability.
Shifting the Conversation From “Cost Reduction” to “Business Transformation”
For some organizations, shifting from a legacy PBX system to a cloud-based solution might seem like it’s primarily a cost-cutting measure. But while the savings should be huge, the transition will ultimately have an even larger impact on the business.
So when discussing the PBX-to-Cloud transition, make sure you highlight all aspects of the expected ROI, including:
- Potential cost reductions. Data center costs, for example, could drop from $17K per month to $7K per month.
- Improved CX. By integrating with cloud-based software, including AI, a business can make it easier for customers to communicate.
- Enhanced reputation. When CX improves, a brand’s reputation generally improves along with it.
- Customer acquisition/retention. Better communication makes for happier customers – and happier customers are more likely to stick with a brand.
- Increased productivity/efficiency for agents. Cloud-based solutions can integrate with AI-powered “virtual agents,” which will automate or defer many of a human agent’s typical duties.
- Industry-specific benefits. For example, healthcare facilities can expect improved patient outcomes.
When it comes to implementing cloud CX solutions, too many of your clients are probably thinking, “How much can I save?” Try to shift the conversation until they’re asking, “How much can I earn?”
Addressing Common Objections
Before starting the PBX-to-Cloud conversation, you should know the key objections you might hear – and rehearse your responses.
Here’s a breakdown of the most common objections:
- “It costs too much.” Here, the response is simple: Conduct an ROI calculation that shows them how much they’ll eventually save.
- “Our current system works fine.” This is where the idea of opportunity cost comes in. Sure, their legacy PBX system might still be fully operational – but how many cloud-based CX opportunities are they missing out on? Remind them about the recent surge of AI in customer experience solutions, and explain how a cloud-based communications system would allow for AI integrations.
- “It’s too complex.” This is a common misconception around cloud-based solutions – and you can combat it by sharing just how quick the PBX-to-Cloud transition can be. It typically takes just 6-8 weeks, and that includes number porting. Sure, some cases can take closer to 12 months – but that’s only when there are complex AI implementations in play. And during the COVID pandemic, some simple transitions were completed in just 1-2 days!
- “What about security and compliance?” This is a valid concern when moving communications to the cloud – but it’s one you can address by suggesting the suppliers in the Intelisys portfolio that specialize in compliance. It’s also worth reminding clients that an AI or CX provider can’t make an organization compliant; it can only extend compliance further.
Considering the “Teams Ecosystem”
As an Intelisys Sales Partner, you need to think about how to position CX solutions in an environment that’s totally dominated by Microsoft Teams. These days, “Teams” is estimated to have 320 million users – making Microsoft Teams integration all but essential.
This reliance on Microsoft Teams is happening alongside other important trends, including the rise of “UC + CC” solutions – which offer unified communications (UC) and contact center (CC) services together. These systems are replacing standalone CC offerings on the market.
We’re also seeing a rise in “overlay” AI systems, including virtual AI agents, which can operate alongside existing solutions to improve CX for an organization.
The AI Value Proposition
When discussing the possibility of a PBX-to-Cloud transition with clients, there’s a key fact you need to mention: A cloud communication solution allows for greater integration with AI – and the AI integrations will provide a ton of value.
Here are some especially compelling CX+AI solutions included in the Intelisys catalog:
- Overlay AI solutions (including virtual agents)
- Quality assurance (QA) tools
- UC+CC solutions with AI “baked in”
- Outbound funnel management tools
In your conversations about these solutions, emphasize the capabilities that an AI-integrated CX system could provide. For example, virtual agents can take calls and answer customer questions, while “agent assist tools” can improve an agent’s efficiency. These capabilities, in turn, will lead to productivity gains, improved customer satisfaction, and new revenue opportunities.
The PBX-to-Cloud Implementation Roadmap
To make sure you’re really providing value to your clients, it’s best to stay involved throughout the PBX-to-Cloud implementation process. Here are some key factors to consider as you guide clients through the transition.
Typical Timelines
Transitioning to a cloud communications solution is often a surprisingly quick process, with simple implementations taking just 6-8 weeks. That timeline can become much longer, however, when more complex AI integrations are involved. In some cases, the transition can take 6-12 months, including AI training.
Common Challenge Areas
Change management is the biggest challenge for most organizations as they make the PBX-to-Cloud transition. For many employees, the idea of a “softphone” is totally new, and it will take some time for them to get used to how the new system functions.
Number porting can also cause frustrations, especially since it requires coordination among various stakeholders within the organization.
Different Categories of Integrations
Different types of organizations often value different categories of integrations in their cloud communications solutions. For example, SMBs (small and medium-sized businesses) tend to require physical integrations like paging, door systems, and fax. Larger enterprises, meanwhile, need more digital integrations – including CRM (customer relations management), payment systems, and scheduling tools.
Becoming a Trusted PBX Advisor
The most successful Intelisys Sales Partners don’t come across as simple “salespeople” to their clients. They present themselves as advisors. If you can show clients that you’re down in the trenches with them, implementing solutions that provide real business value, you’ll become a trusted consultant – which vastly increases your chances of consistently making sales.
To earn this “trusted advisor” status in the area of CX and cloud communication solutions, make sure you’re staying on top of the latest trends.
You should also balance your technical knowledge with a keen understanding of how businesses thrive. Clients don’t need to hear every technical detail about how a solution functions – but they do need to hear about how implementing that solution will boost their bottom line.
More Resources (and Next Steps!)
The PBX-to-Cloud transition isn’t just a great opportunity for organizations to update their communications infrastructure. It also gives Sales Partners the chance to build a lasting relationship with clients, working together on an implementation process that builds trust and a spirit of collaboration.
So how can you capitalize on these opportunities? Here are your next steps:
- Connect with your Intelisys Regional SE
- Access more resources through Intelisys University
- Start identifying prime candidates for a cloud CX transition
