While most of the world’s enterprises are still grappling with voice over IP transitions for PBXs and interactive voice response (IVR) systems, video technology is taking a foothold and promising to shake up how we define customer service and communications.

Many are convinced that video capability on IP networks will be the next big thing and that it will transform entertainment, customer service and personal communications. Interactive video and voice response (IVVR) technology is being widely touted as the next killer application for superior
customer service.

Enterprises will soon be deploying video-enabled IVR systems, or IVVRs, to use video to enhance
customer service. IVVR systems, although still at the concept stage, will expand to video-enabled
voicemail systems and mobile video conferencing as a way to enhance business relationships.

The first business application of video will come from its popularity among consumers, just as instant messaging and Skype first gained popularity in personal communications and then spilled over into the business environment.

Similarly, while businesses debate whether or not unified communications is needed, employees are beginning to use the iPhone, a device that combines a mobile phone, iPod entertainment and internet communications.

While video’s impact on the enterprise may be unclear, the growing popularity of Second Life is demonstrating that large enterprises are already looking at technologies to explore if user-generated content could be the next big thing in customer service.

IVVR adoption is likely to follow the path of instant messaging and web chat applications. As more 3G phones and networks are deployed, video will become mainstream.

The channel will do well to start planning its video strategy because in the not too distant future
customers will look poorly upon any organisation that cannot accept their video call.

Tim Moynihan is vice president of global marketing and channels at Envox Worldwide