Is PureCloud’s PureMatch the Next Customer Service Trend or Just PureFolly?

Ken Landoline

Summary Bullets:

• Contact center queuing and routing based on traditional automatic call distribution (ACD) technology has always been a very linear process in which the next customer is typically matched with the next available agent. However, “who is next” never really translated to “what is best” for the customer or the enterprise.
• PureMatch, an innovative application in the newly released PureCloud customer service offering of Interactive Intelligence, takes a new approach to matching customers to agents, which could prove to be better for customers and agents – or not.

Interactive Intelligence’s PureCloud – the company’s new cloud-based communications, collaboration and customer engagement offering, due out in Q4 of this year – is provided via the Amazon Web Services (AWS) cloud. PureCloud reinforces the company’s thought leadership image in the customer service industry by offering several interesting and innovative applications, including: PureCloud Social Customer Service (SCS), an application that enables customers to view agent profiles and performance prior to selection of the agent; PureMatch, a system that automatically pairs customer interactions with contact center agents, based on multiple attributes and criteria; and PureCloud Directory, a corporate directory that makes enterprise user profile content available including skills, work experience, location, etc. Although all these applications are relevant to customer service operations, I believe it will be the criteria-based matching of PureMatch that will get the most attention in the contact center space.