CPaaS: A key component of digitalization initiatives

In the 1970s, interactive voice response (IVR) allowed businesses to communicate with customers via automated telephone systems for the first time. This communications landmark was followed by the internet in the 1990s, and social media and customer relationship management (CRM) software post-millennium.

Today, there are numerous customer touchpoints available, but with all of these channels, how can businesses avoid customer communications becoming disconnected and disorganized?

Communication Platforms as a Service (CPaaS) unifies communication channels such as messaging apps, video conferencing, and voice calls.

With CPaaS, businesses are:

Breaking down the barriers between customers and their service, using an omnichannel approach that delivers valuable insights.
Improving internal workflows by eliminating bottlenecks between departments.

CPaaS can incorporate all of the following communication channels, and more:

Messaging apps

Engage customers across messaging apps including WhatsApp, Viber, Zalo, and LINE.

SMS

Send notifications, one-time passwords (OTP), and reminders, on this popular channel which isn’t web dependent.

Voice

Increase inclusivity across the customer base and improve customer experience with secure voice solutions including number masking, in-app voice-over-internet-protocol (VOIP) calls, and text-to-speech.

Video

Host fully integrated real-time video calls in mobile apps or websites to personalize the customer experience.

Unifying disparate communications, sales, customer support, and operations systems

Most companies change their focus and strategy over time to meet market demands and new opportunities. They select the tools and technology needed to support their sales, marketing, and customer service efforts based on the best available options at that time. But management teams change, and so does technology.

Those changes often result in ever-growing tech stacks and a host of disparate tools and systems that either can’t communicate with each other or require a great deal of manual manipulation to do so. Actionable customer data and preferences then gets siloed within the organization and delivering a personalized customer experience becomes challenging.

CPaaS provides a way to unify the data that is collected through marketing campaigns and customer service interactions, and can be used to eliminate silos and securely and effectively communicate with customers.