CX Solutions for Resellers: Unlocking New Opportunities Beyond UC

Introduction

Customer Experience (CX) is becoming a key differentiator for businesses. While many organisations already use Unified Communications (UC), they increasingly need better customer engagement solutions to stand out.

For resellers, this shift presents a major opportunity. With UC margins under pressure, CX solutions for resellers provide higher-value, higher-margin revenue streams that go beyond basic telephony and collaboration tools.

This guide explores how resellers can expand their portfolio, leverage customer engagement trends, and move into CX-driven solutions—from informal customer-facing teams to full contact centre environments.

1️⃣ The Foundations: Customer Engagement Within UC

Before a business considers a contact centre, their UC platform may already provide basic customer engagement tools, including:

✔️ Auto-attendants & IVRs – Automated call handling, directing customers to the right teams.
✔️ Hunt groups & call queuing – Distributing calls across departments to ensure no queries go unanswered.
✔️ Presence & call routing – Helping teams manage availability and transfer calls efficiently.
✔️ Basic analytics & call recording – Providing insights into call volumes and quality.

📌 These features offer an entry point into CX, allowing businesses to improve customer interactions without deploying a full contact centre.

In some cases, these UC features can even be provided as an overlay to a legacy PBX, with some SIP trunk providers offering additional services to enhance customer engagement. However, as customer engagement needs grow, many organisations require more structured solutions, leading to the rise of informal and formal contact centres.

2️⃣ Informal Contact Centre: Extending UC for Customer-Facing Teams

Not all customer interactions require a full contact centre solution. Many customer-facing teams within businesses, such as finance, sales support, or service desks, need structured communication tools to manage frequent inbound and outbound customer interactions—without the complexity of a formal contact centre.

Key Features & Capabilities

✔️ Multi-Channel Communication – Supports one or two channels, such as voice and email or voice and messaging, rather than full omnichannel integration.
✔️ Call Queuing & Routing – Ensures inbound calls reach the right person based on basic routing logic.
✔️ Supervisor Monitoring & Dashboards – Provides call reporting and tracking tools without full contact centre analytics.
✔️ Presence & Availability – Integrates with UC to show real-time team presence for efficient handoffs.
✔️ Limited AI Features – Some solutions include basic AI-driven call routing or automated responses, but advanced AI automation is typically reserved for formal contact centres.

Solutions for Informal Contact Centres

🔹 Various UC-integrated solutions exist to enhance customer engagement, providing streamlined voice and call-routing capabilities. Many larger CCaaS providers offer full contact centre functionality suited for structured customer service environments.

📌 Best Fit: Businesses that need more than UC but don’t require a full contact centre.
💡 Example 1: A finance team in an insurance company uses an AI-powered call-routing solution to handle policyholder queries efficiently while keeping call routing simple and cost-effective.
💡 Example 2: A regional law firm leverages an informal contact centre solution to streamline client appointment scheduling and case-related inquiries, reducing administrative overhead while improving customer experience.

3️⃣ Formal Contact Centres: Full Omnichannel & AI-Enhanced Solutions

For businesses requiring scalable, omnichannel customer engagement, a formal contact centre provides:
✔️ AI-powered workflows – Chatbots, sentiment analysis, agent assist, and intelligent call routing.
✔️ Full omnichannel integration – Voice, chat, email, SMS, and social all managed in one system.
✔️ Workforce Management (WFM) & Analytics – Advanced tools for agent scheduling, customer sentiment tracking, and operational efficiency.

📌 Contact Centre as a Service (CCaaS) is the preferred method for delivering omnichannel, AI-enabled formal contact centres. CCaaS platforms provide scalability, cloud-based flexibility, and seamless AI integration, making them ideal for businesses looking to modernise their customer engagement strategy.

📌 Best Fit: Businesses needing scalable, omnichannel contact centre solutions with advanced automation.
💡 Example 1: A retail e-commerce company deploys a leading CCaaS platform to provide real-time agent support, AI-driven chatbots, and advanced analytics for managing customer queries across multiple channels.
💡 Example 2: A multinational travel agency implements an omnichannel contact centre solution to unify customer support across phone, web chat, and social media, ensuring a seamless experience for global customers. with advanced automation.

4️⃣ Compliance & Security-Conscious Contact Centres

For industries where data protection and regulatory compliance are paramount, specialised contact centres provide:
✔️ PCI-compliant payment solutions – Secure voice-based transactions.
✔️ Regulatory adherence (GDPR, HIPAA, etc.) – Ensures data privacy and security.
✔️ Call recording & fraud prevention – Automated compliance logging and AI-driven fraud detection.

📌 Best Fit: Financial services, legal firms, and healthcare providers needing high-security, regulation-compliant solutions.
💡 Example 1: A global investment firm implements a secure contact centre platform with secure call recording, encrypted communications, and automated compliance reporting to meet GDPR requirements.
💡 Example 2: A national healthcare provider adopts a compliance-focused contact centre to securely handle patient data, appointment scheduling, and prescription inquiries, ensuring adherence to strict healthcare regulations.

Reseller Opportunities: Increasing Margin & Expanding Beyond UC

CX offers a lucrative path beyond the shrinking margins of UC. However, moving into this space requires a strategic approach.

For resellers, CX presents a high-margin growth area, helping them move beyond low-margin UC sales.

Key Opportunities

✅ Upselling UC Features – Best during renewals and PBX migrations rather than existing UC customers.
✅ Expanding into CCaaS – Higher-margin, subscription-based revenue streams from cloud-based contact centre solutions.
✅ Providing CX Strategy & Managed Services – Resellers can add value with consulting, solution integration, and CX transformation services.
✅ Security & Compliance – A key differentiator for security conscious and regulated industries.

📌 Common Pitfalls to Avoid
❌ Assuming CX is just an add-on to UC—CX requires a different sales motion and customer engagement strategy.
❌ Underestimating the level of pre-sales consulting required—CX deployments often involve more discovery and solution design.
❌ Failing to align CX solutions with customer industry needs—Different verticals have unique engagement, compliance, and security requirements.

Resellers who proactively navigate these challenges will stand out in the market and drive real value for their customers.

Bridging the Expertise Gap: You Don’t Have to Do It Alone

Many resellers see the opportunity in CX but hesitate due to concerns about expertise, implementation complexity, or shifting business models. However, the transition doesn’t have to be overwhelming—support is available.

Many resellers worry they lack the expertise to expand into CX. The good news? Support is available.

🔹 Vendor & Partner Support: Vendors provide enablement and technical training.
🔹 CloudBoost Expertise & AI Solutions: CloudBoost helps resellers navigate CX opportunities and provides AI-driven tools like EngageIQ to enhance sales and adoption strategies.
🔹 Implementation & Solution Design Expertise: Resellers can act as an agent for the vendor, who will take on responsibility for solution design and implementation. Alternatively, through partnering with CX and contact centre specialists, resellers can ensure smooth solution integration and deployment, reducing complexity and accelerating time to value.

📌 Takeaway: The CX opportunity is too big to ignore, and resellers don’t need to be experts from day one. By leveraging trusted partners, AI-driven tools, and vendor resources, resellers can confidently expand into CX.

🚀 What’s Next?

Taking Action

• Evaluate your existing UC customers—Who among them could benefit from CX solutions?
• Identify one or two CX vendors to explore partnerships with.
• Decide on an approach—Will you build in-house expertise or act as an agent for a vendor?
• Start small—Test an informal contact centre deployment before expanding into full omnichannel CX.

By taking these steps, resellers can confidently position themselves for long-term success in CX.

Are you ready to explore the CX opportunity? Contact us: resellers@cloudboost.digital

CloudBoost collaborates with leading vendors to help resellers expand into CX solutions. If you’re looking to enhance your portfolio with customer engagement tools, compliance-driven contact centre solutions, or AI-powered automation, we’d be delighted to discuss how we can support your growth.

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