Does the Customer Really Know Best?

September, 2019

Software suppliers like ourselves often need to practice proactive development; we need to think, plan and act ahead, reaching well beyond expressed market requirements to think through the next best thing(s), that if realised, will lead to delighted customers.
The strongest mantra at Sytel is that the “customer is king” – which translated means that if they want something, then you had better listen to them! But that is not the same thing as “Does the customer know what is best for their business?”

“Often, but not always” is of course the right answer (we say this, even knowing that some customers may take umbrage at our words!)

Thinking ahead

Software suppliers like ourselves often need to practice proactive development; we need to think, plan and act ahead, reaching well beyond expressed market requirements to think through the next best thing(s), that if realised, will lead to delighted customers.

We need to think outside of our comfort zones and design constraints and allow our products to be adapted and sometimes reengineered to meet the challenges that we suspect, or know, lie ahead.

What we saw ahead some years ago – now the requirement du jour – was unsiloed, concurrent omnichannel communications.

This has arrived largely due to the single most ubiquitous device to invade our lives in recent memory, the smartphone. It is smart, but much more than a phone; it is an “any which way, on demand” communication device. It has encouraged us all to develop rich multimedia skills, doing many things simultaneously on these devices, in a way which is second nature.


Consider two implications of this experience for contact centres. It means that:

1. Consumers now expect contact centers to welcome smartphones in the way consumers actually use them, communicating with agents via chat, SMS, WhatsApp, phone, email, etc, often concurrently.

2. Agents too are now expected, indeed required, to handle many different voice and text sessions simultaneously. Of course, no vendor worth his salt will do less than offer support for all such channels. But that’s not good enough. What is really needed is the ability for the agent to handle many such different media sessions concurrently; not in disconnected silos.

Asking too much of agents? Not so. Think again how they all use their smartphones. The ability for agents to multi-task, across all media channels, makes for much more interesting job experiences and cuts staff turnover, which is a major cost for many contact centers.

Going back to our opening theme about thinking ahead, we started planning to provide support for all different media channels concurrently some years ago, before it even figured on people’s wishlists. It has been a big investment but the right decision.

If you are not getting what we call “omnichannel on steroids” from your supplier, feel free to make contact.

For more information about Sytel’s products just talk to us.

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC) – multimedia, multichannel, fully blended cloud contact center solutions.

Available by subscription as CCaaS, fully managed and supported by Sytel, or for quick and easy deployment by partners and enterprise users.

All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

Flexible Contact Center Software

Softdial Contact Center™ – rich functionality, all-in-one, designed to deliver at scale

  • Contact Center as a Service (CCaaS)

    CCaaS for subscribers – global service​, with no upfront costs

  • Contact Center Platform – CCaaS Partners

    Build your own CCaaS business using the power and flexibility of Sytel software

  • Contact Center Platform – Enterprise

    High performance platform to drive contact center productivity – cloud, on-premise or hybrid

Blended Media Desktop

Fully customisable, multi-channel, multi-session workspace

Work Anywhere

Browser-based tools, no software installation required

Customise, Localise, White Label

Design all user interfaces to individual requirements

Integration via APIs

‘Swap out’ components and integrate with 3rd party apps

World Class Development

Continuous evolution pushing technical boundaries


Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

All Media Channels

Voice, chat, email, social, etc – fully integrated and blended

Agent Multi-Tasking

Work with multiple live contact sessions of any media channel

Dynamic Workforce Management

Optimise agent usage and balance workloads in real-time without human intervention, across all media channels

Predictive Dialing

Best-of-breed performance under compliance

Optimised Inbound Routing

Smart rules and ‘best-available’ decisions to drive great customer service

Agent Scripts

Help agents achieve and maintain excellence

Voice and Screen Recording

See and hear exactly how agents are interacting

Analytics and Data Feeds

Measure and evaluate performance at every level

IVR, Bots & Conversational AI

Design effective automated flows or integrate with 3rd party providers

Customer Journey Tracking

Stored customer contact history, to aid routing and add context to conversations


Drive operational efficiency, increase customer satisfaction & improve agent performance

Softdial One™

Highly flexible unified web UI for agents, supervisors and administrators

Softdial Scripter™

Create complex process flow scripts for agents, IVR, chatbots and other applications

Sytel AI Dialer™

Maximum predictive dialing performance, under any compliance rules

Softdial Pathfinder™

Precise routing rules for ‘best available’ connection

Softdial Media Server™

Core telephony functions to manage all inbound/outbound SIP calls

Softdial Reporter™ 5

Fully customisable performance stats, charts and reports, across all channels

Softdial Publisher™

Comprehensive data output to build your own reports

Softdial Recording Monitor™

Audio and screen recording of agent activity to ensure the highest standards

Softdial Campaign Manager™

Automation to optimise any outreach strategy

Softdial Repository™

Central storage and configuration of common resources

Sytel Global Compliance™

Flexible ‘no contact’ rules to protect contact center and consumer


Performance and efficiency for a wide range of business applications

By Business Type


A full featured contact center software solution, designed for optimum performance at scale

Small/ Medium Business

Options for SMBs to subscribe to our full-featured cloud service managed and hosted by either one of our partners or by Sytel themselves

By Industry

Customer Service

Connect quickly to well equipped agents

Market Research

Best-of-breed predictive dialing with CATI integration

Debt Collection

Automated inbound/ outbound blending integrated with any debt management app

Sales & Telemarketing

Maximise agent productivity with best-of-breed predictive dialing


Secure, highly-configurable multichannel communications for excellence in patient care