Expanding CPaaS: Rising to Meet Increased Customer Expectations

Nicola Tamma, Product Manager Cloud Communications, iBASIS

By partnering with world class, well-experienced platform providers, iBASIS is able to adapt to shifting demands. These are the types of development iBASIS is leveraging for its CPaaS offering to Carriers. By providing new features that are easy to consume, Carriers and Service Providers remain current without requiring any development or onboarding costs – key benefit to collaborating with iBASIS rather than going it alone.

DIGITAL FATIGUE
Digital fatigue syndrome is becoming increasingly problematic. With a dramatic increase in online presence (thanks in part to COVID) and constant connection, there is an emerging emphasis on the need to be sensitive to your customers’ engagement preferences.

There is often a discrepancy between the perception an enterprise has of their customers’ preferred communication methods and the reality of what the customer finds valuable. Ignoring these sensitivities puts enterprises at risk of ‘unsubscription’ or being relegated to the bottom of the Spam folder. The challenge is to identify the optimal engagement method and have a flexible platform that provides Omni channel options.

Even though A2P engagements are initiated by the business, the customer wants to be fully in control of how they are contacted and updated. For P2A, customer-initiated contact must be convenient, instant, and offer a wide variety of options to meet their specific situation. Some customers may choose to communicate via SMS while on the go but opt for email when at home or in the office or opt for a mobile versus desktop web interface.

PLATFORM CHOICE IS KEY

The platform you choose to bring to market must be adaptable to varying end user profiles and demands, and flexible to remain current and provide the freedom to encompass emerging market trends. It’s no longer enough to only offer SMS and email; you must also consider Voice and Web Real-Time Communications (WebRTC). Customers expect the ability to click on a button on your web page or click a link and immediately be connected to the appropriate agent via a voice call, SMS, or Email.

The key to success is to choose a CPaaS partner who is continually expanding their services and has  single vendor relationships with the benefits of unified services. Gluing multiple vendor portfolios together, e.g., smart combining and switching between Voice, SMS and Email based on a designer tool, does not offer the seamlessness of the unified experience.

PARTNERS ARE CRITICAL

By partnering with world class, experienced platform providers, iBASIS is able to adapt to shifting demands. These are the types of developments iBASIS is leveraging for its CPaaS offering to Carriers. By providing new features that are easy to consume, Carriers and Service Providers remain current without requiring any development or onboarding costs. This is a key benefit to collaborating with iBASIS rather than going it alone.

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