What is CPaaS?
CPaaS stands for Communications Platform as a Service, but what it really means is, you can turn the fragmented process of emailing, calling, and Business SMS communications into one smooth conversation.
This concept is known as conversational commerce. Imagine being able to manage all your customer communications channels in one application. Imagine customers being able to choose their preferred channel and get answers faster than before. CPaaS is setting the stage for a new way of conversing with customers that will make it more rewarding, engaging, and efficient for both sides. Imagine customers actually enjoying communicating with companies.
Do millennials want to ping you over Facebook? Do GenXers want to email? Septagenarians prefer post? CPaaS can manage all of those channels in harmony, so your customer experience management process gets everyone answers to their questions in a time and way that suits them.
CPaaS is all about conversational commerce. A two-way conversation across your customers’ preferred platform. Inbound actions by a customer can be setup to generate automatic responses, which can be configured on the front-end. Based on certain conversational cues, the response pathway can also branch out into different channels for follow-ups or reminders.
The added benefit is that this gives you immediate access to read-rates and other feedback data, whilst compiling more detailed metrics you can use to improve the overall customer pathway over time. Noticing that customers aren’t responding to emails but are to SMS? You can setup a custom pathway to account for this.
Machine learning is at the core of CPaaS, as built-in AI can learn query patterns over time, and adapt to make responses and channel switching more effective. Because this leans heavily on new automation techniques, it also takes the pressure of service centres. Low-level customer service issues can be resolved through AI powered responses, which means fewer call centre operators, which of course, means lower overheads.
How does CPaaS work?
CPaaS is a cloud-based service that integrates with existing apps and platforms, such as Salesforce, as a simple add-on. There are no lengthy and costly development times involved in integrating it to existing systems, you can just activate the channels you need when you need them.
CPaaS can let you piggy back on existing tech and let customers enjoy real-time-conversations in your existing apps. In addition to the cost benefit of integrating with existing apps, letting customers choose a messaging channel can provide a much more streamlined process for them than forcing them down particular channels to resolve their query.
Not only does this new way of communicating with customers make them happier, and your business more efficient, but it will also change their attitude towards corporate communications long-term. Companies won’t have to shout into the void and spam customers, they can create targeted communications that are relevant and engaging to consumers. Once customers see that this process doesn’t have to be painful, their attitude about communicating with businesses will change.
CPaaS is growing rapidly
Research shows that the CPaaS market is set to expand from $<1bn to $8bn over the next 3 years. Companies are recognising that conversational commerce and customer experience management are becoming vital to leverage the ever-growing range of ways you can communicate with customers, whilst housing it in a simple, easy-to-use solution.
If you don’t ask, you don’t get, and CPaaS is the future of customer asking. Better understanding what customers are asking, why, and being able to respond in convenient ways is going to give businesses an edge in a crowded marketplace.
So, don’t be shy, start having conversations with your customers now.