This cloud contact centre guide argues that customer service is now central to customer experience and can shift from a cost centre to a profit centre through better self-service for routine queries and easy escalation to human agents (page 3). It highlights how on-prem contact centres struggle to scale, add channels, stay available 24x7, and keep up with security needs, contributing to poor experiences and lost sales, citing $4.7 trillion lost worldwide each year due to poor customer experiences (page 4). It then gives seven reasons to move to the cloud: rapid go-live in under a week, elastic scaling for peaks, flexibility to adapt, built-in security support (PCI, HIPAA, SOC 2, TLS, SRTP), transparent pay-for-need costs, a 360-degree customer view with AI-assisted efficiency, and reliable

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