How Can Communications Platform-as-a-service (CPaaS) Help Enterprises?
Customer behaviors and demands are constantly changing, especially with the introduction of advanced technologies. Offering just quality products and services isn’t enough today; the overall engagement with the business matters equally to customers. As a result, customer engagement has become an essential driver for enterprises to deliver a superior experience. In this hyperconnected world, businesses have to adopt next-gen communications approaches. It allows enterprises of all sizes to develop and embed round-the-clock automated communication channels for customers.
India is no exception. Customers consider their overall purchasing journey while shopping again from any brand. Realising the significance of overall experience among customers, Indian businesses have also started adopting tech-driven solutions to offer a seamless experience. Companies now understand the importance of mapping customer journeys, behaviors and patterns to create customer delight. One way to deliver the same is by adopting communication platform-as-a-service (CPaaS). It is a cloud solution that enables the integration of communication, customer service, and automation features among SMS/MMS, interactive voice response (IVR), or social media platforms to business applications.
One such example is the chatbox on a website answering customer queries. While it might sound simple, it won’t be wrong to say that CPaaS is here to stay and will only improve with innovation. As per the digital tech market research firm Juniper Research, the global CPaaS market will become USD 29 billion strong by 2025. It also said that SMEs would be a driving factor for the sector’s growth. In fact, the Indian CPaaS sector is also expected to deliver a CAGR of 23.5 per cent between 2022 to 2027.
Role of CPaaS in enabling enterprises
As enterprises plan to offer a smoother digital and personalised customer experience, here’s how they are leveraging CPaaS for their financial success:
●Online 24X7 payments
Businesses can use CPaaS to provide customers with the convenience of paying anytime using an IVR system. This might be the most essential and efficient tool for enterprises undertaking digital transformation. The custom-based IVR enables users to make payments with utmost convenience.
●Scheduling tasks
If a business relies on scheduling appointments, CPaaS can help build a system where customers can call and automatically schedule appointments, make changes or cancel them without talking to a human agent. Besides, it will ensure constant system updating. The scheduling software will also update the new information about the customer after the call. They will also automatically receive notifications via SMS, email, or other preferred channel about the same.
●Solutions that integrate with CRMs
CPaaS also means getting applications that can be integrated with Customer Relationship Management (CRM) software. It increases efficiency in responding to customer queries as the application can quickly locate relevant information, making it unnecessary for customers to repeat it. It means addressing customer concerns at a lightning-fast speed.
●Automated messages
It is also possible to enable automated messages for customers that are more personalized than standardised. It can be anything from a payment reminder to a payment confirmation, appointment reminder, or special offers and codes. Businesses can also add the option of client engagement and feedback to make the experience as interactive as possible.
Conclusion
A fulfilling customer experience directly relates to the financial success of businesses. Thus, CPaaS solutions are a win-win for both customers and businesses. IDC’s Global Digital Resiliency survey has also revealed that investment in digital infrastructure resulted in increased revenues for 73 per cent of enterprises. For MSMEs specifically, CPaaS offers 25 per cent higher RoI on marketing campaigns and reduce engagement cost by 30 per cent.
It is a must for Indian businesses to think of customer experience and expand their digital presence. Currently, India is an emerging market with 780 million internet users in the country. It shows the potential for companies if they invest in the right tools. Such market size is a push for tech growth and the creation of endless opportunities. Especially with the new generation of consumers, who are digital natives, businesses must be steadfast in adopting digital technologies that meet the expectations of these new customers, like personalised, quick and cost-effective communication with businesses. Here CPaaS has the potential to help companies to meet these customer demands and stay ahead of the curve.
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