Three ways to link unified communications to your customers’ business strategy

For many businesses, upgrading their communications platform might seem like a tactical decision rather than a strategic one. But how can unified communications (UC) actually support the biggest strategic priorities for growing businesses? Luckily, there are key messages you can bring to the fore to demonstrate that UC is more than just a communications platform – it’s a strategic business enabler.

In fact, turning the conversation toward overall business strategy can be a powerful sales play (and help position you as a valuable partner supporting your customers’ ambitions). While the strategic details will be unique to each of your customers, it’s likely their plans will include three priorities that are critical for any business that wants to grow.

If you’d like to know about the strategic value of UC, or you’d like advice about the best way to approach a specific opportunity, get in touch here.

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If you’d like to know about the strategic value of UC, or you’d like advice about the best way to approach a specific opportunity, get in touch here.

Find Out More
Implement UC Guide

1: Cost control

It’s easy to throw money at a business to get short-term growth. But for sustainable, long-term growth, costs must be tightly controlled, and investments made wisely. It’s likely that many of your customers’ strategies revolve around using limited resources in canny ways to sustain and grow their business.

UC can be invaluable in helping businesses get more value from existing resources without ramping up costs. It enables more efficient ways of working and communicating, both internally and with customers. Collaboration efforts are much more productive when communication channels are unified rather than siloed. And adding presence, web conferencing and instant messaging into the mix makes remote working more viable, so your customers can expand their business without expanding their workspace overheads.

As part of a strategic play, talk to your customers about how UC helps them control their costs:

  • UC helps remove expensive inefficiencies and unnecessary travel expenses.
  • It’s not as expensive or disruptive to set up as they think (especially with an expert partner by their side).
  • The costs scale alongside their business, so UC supports and enables their growth without damaging their profit margins.

2: Employee experience

Attracting, retaining and motivating talented people is a high priority for any business that wants to thrive today, and many successful companies go to great lengths to give employee experience the same focus and investment as customer experience. And that focus pays off – Jacob Morgan, author of The Employee Experience Advantage, has found that companies that invest in employee experience are four times more profitable than those that don’t.

Happier employees work harder, serve customers better, and stick around for longer, and part of what makes them happy is having the technology and tools to make their working lives simpler. Employee expectations are changing as the ‘digital native’ generations begin to dominate the workforce. They’ve grown up with access to effortless, always-on, multi-channel communications, they’re accustomed to collaborating online with friends all over the world, and they want the freedom to work from almost anywhere.

With UC, your customers can free their employees from the frustrations of traditional, siloed communications, instead giving them the tools that empower them to communicate and collaborate best.

If your customers are serious about their employee experience strategy, show them how UC can support it:

  • UC makes workplace communication simple and intuitive, so it’s easier for people to get things done.
  • It’s mobile and multi-channel, enabling modern workstyles that help attract and retain the best people.
  • It reduces employee effort and frustration, which means less turnover and increased motivation.

3: Business agility

The ability to adapt, pivot, or drive into new areas quickly has enormous strategic value. Agile companies can respond faster than their competitors to new market conditions and customer demands, and they can enter completely new markets without hesitation. Small businesses start out agile, but the trick is to hold on to that agility as they grow – large enterprises spend millions every year trying to replicate the agility of SMEs.

UC is a critical enabler of business agility, helping employees stay in communication with colleagues and customers regardless of where they are. With UC, your customers can make critical business decisions faster and pounce on new opportunities before anyone else. It also enables them to respond to customers faster and more effectively. And because UC grows alongside the business, your customers can stay lean, but scale with ease when they need to.

When your customers’ strategy relies on business agility, highlight the ways UC can help them:

  • UC gives them the flexibility to add whatever communication and collaboration capabilities they need, when and where they need them.
  • It offers simple scalability of existing tools, reducing the time and effort of opening new branch locations or entering new markets.
  • And it gives their people a communications platform that travels with them, helping them act fast and deliver superior customer service.

Let’s get strategic

There are as many strategies as there are companies, but most will feature one or more of these three priorities. Whatever your customers are prioritising, there’s always a way to open a strategic conversation about UC and the role it can play in their growth plans.

If you’d like to know about the strategic value of UC, or you’d like advice about the best way to approach a specific opportunity, get in touch here.


16 December 2019 | Justin Coombes

The views in this article are the personal views of the author and are not necessarily endorsed by Gamma.