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 types, 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 types 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), offering multimedia, multichannel, fully blended cloud contact center solutions, for quick and easy deployment by partners offering CCaaS or 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 Platform

    Softdial Contact Center™ - tightly integrated modules, designed to deliver at scale

  • Contact Center as a Service (CCaaS)

    Partners can run a functionally rich and flexible contact center stack in the cloud

  • Blended Media Desktop

    Fully customisable, multi-channel, multi-session workspace

  • Work Anywhere

    Browser-based tools, no software installation required

  • Cloud Or On-Premise, Multi-Tenant

    Scalable, resilient, secure, proven

  • 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 Types

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

  • Agent Multi-Tasking

    Work with multiple live contact sessions of any media type
  • Dynamic Workforce Management

    Automated, ‘best available’ decisions to manage agents & balance work load, across all media types

  • 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


A complete suite of tools, with unique flexibility to extend and swap out modules to deliver a tailored contact center solution for any environment
  • 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™

    Best-of-breed predictive dialer; maximum 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

  • Customer Service

    Connect quickly to well equipped agents

  • Sales & Telemarketing

    Maximise agent productivity with best-of-breed predictive dialing

  • Healthcare

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

  • Market Research

    Best-of-breed predictive dialing with CATI integration

  • Collections

    Automated inbound/ outbound blending integrated with any debt management app