Avaya, a global provider of business communications and collaboration systems and services, unveiled "Engagement", which represents a new concept as well as a new portfolio of solutions that addresses multichannel communication preferences, in Beijing on Tuesday.

With the rapid development of new technologies such Mobile Internet, more enterprises hope their customers, including potential customers, can participate in the product design, manufacturing and operation, said Xiong Xiegang, vice president of Avaya (China) Communications. "That's one format of what we call 'engagement'," he said.

In order to get customers more involved in the operations, the company has to change its idea to customer-orientation instead of business-orientation, Xiong added.

But the current communication channels between the company and customers, including off-line channel, call center and newly-established WeChat channel, are split, blocking data exchanges and collection for the company and causing inconvenience for customers when they reach the company through different channels.

The new "Avaya Engagement Solutions" include innovative technologies that connect locations and functions across the enterprise, integrate communications-enabled applications into workflows and support the seamless migration from desk to mobile.

Avaya, together with its expanded partner ecosystem, which today now includes Google, is ushering in a new "Era of Effortless Engagement," where natural communications preferences co-exist with enterprise requirements to forge deeper connections between people, and unlock higher levels of productivity and profitability.

"With communication at the heart of so much employee and customer frustration, building engaged organizations is the number one challenge for 21st century business," said Kevin J. Kennedy, CEO of Avaya.

"Business needs to empower people with technology and services to communicate effectively and effortlessly in the workplace – with each other and with customers," he added.

Under the concept of Engagement, Avaya released OneCC, a locally developed new product for China market, which aims to integrate social media into traditional call centers to bring about the so-called "Omni-channel" experience.

OneCC, which stands for One Customer, One Company and One Call Center, enables enterprises and customers realize interactions through multimedia channels and enhancing communication depth.