The development direction of the contact center is SOA.

Ted Bray, global director of customer service and application at Avaya, argues that through smart communication and SOA, enterprises can turn their contact centers into strategic assets.

"In the future, the criterion for distinguishing the contact center level is whether it can effectively improve customer service quality through smart communication applications and reduce costs. Therefore, building a Service-Oriented Architecture (SOA) Contact Center is the future development direction ." Ted Bray, global customer service and application director of Avaya, proposed the idea of SOA Contact Center for the first time during the recent national tour of the contact center.

Is it necessary for the contact center to adopt the SOA architecture? Ted Bray believes that in large software execution projects such as supply chain management and customer relationship management, emergencies and crisis events require timely response and rapid decision-making, real-time communication is often the key to the normal operation of many business processes. The development of communication, IT technology, and enterprise applications has always been different, and the emergence of SOA provides an opportunity to break this model, it can directly implant multi-mode communication such as voice, email, and Im into the business process, thus avoiding the trouble of repeated execution in each task. The SOA contact center can be closely integrated with the business needs of enterprises to provide the most appropriate personalized services during interactions with customers.

According to Ted Bray, SOA can establish standard interfaces between various applications, so that these applications can share information and process operations, so that the interoperability of various applications can reach a higher level. SOA better integrates business process applications, makes new performance deployment faster, and improves the flexibility of application and business process modification. The contact center using the SOA architecture can leverage reusable and upgraded applications to accelerate system testing, installation, and deployment by 30%. By embedding Avaya customer management applications into SOA, many operations that originally require manual call or contact can be performed automatically to improve business process efficiency. The adoption of SOA, coupled with changes in business processes and the exploration of human resources, will lead to significant changes in the enterprise, thus transforming the contact center into a strategic asset.