Today’s enterprise requires more than a connection to the telco network, they want a communications partner that can help differentiate their offerings.
Editor’s Note: The RCR Wireless News Reality Check section is where C-level executives and advisory firms from across the mobile industry share unique insights and experiences.
The world of enterprise communications is undergoing a major transformation. Businesses are increasingly looking to integrate and embed communications services into their applications and services as a means to enhance the customer experience and offer end users a convenient way to receive information, and take action quickly through either a text message or a phone call.
Text messaging in particular is proving to be a competitive advantage for enterprises and a convenient way for consumers to receive appointment reminders, password reset requests, order/delivery status and updates about car sharing services, among other uses.
In a recent survey of more than 1,300 consumers, 47% stated they would react negatively if a company did not offer text messaging as a communications channel. More than half (58%) indicated they would view a business more positively if they offered text messaging capabilities.
So what do businesses need to consider when offering these types of communications capabilities, and what should developers look in a service provider for when it comes to embedding and integrating voice and messaging into applications and services?
Can you code? You can be a carrier
Traditional telco carriers used to have a monopoly when it comes to providing connectivity for these voice and text messaging services, but a new generation of software- and IP-based providers for communications services is putting control, flexibility and access directly into the hands of developers.
Developers are increasingly turning to cloud communications providers as a viable alternative to legacy telcos for accessing telecom resources through application programming interfaces and software developer kits. With as few as 100 lines of code, developers can add communications services to the majority of existing apps – essentially, if you can code you can become your own carrier.
This “be-your-own-carrier” model helps support innovation, core service delivery and the real-time demands of today’s modern businesses – which legacy carriers just weren’t designed for. Traditional telcos were created to provide a dial tone for businesses and consumers, and little else. Connectivity on its own is crucial, but it’s only one part of the equation for supporting modern-day communications services.
Software and IP-based service providers offer a variety of deployment options that can be specifically tailored to meet specific business and industry needs. They can also offer self-service tools for easy onboarding and debugging, and a faster time-to-market for provisioning new connections, which can take weeks or months in the legacy telco world.
Getting smart about intelligent interactions
Embedding voice and messaging into applications has given rise to more contextual or intelligent interactions between a business and its customer base.
For example, you might get a text message from your doctor’s office about an upcoming appointment, with the option to call the office directly if you need to reschedule. If you call the office through a link on that text message, the scheduler at your doctor’s office can be alerted as to who you are; that your call originated as a result of the text message about your appointment; and it’s likely you’ll need to reschedule or cancel that appointment.
Text communications have also increased in banking and financial organizations, which are using text messages to notify customers about fraud alerts, account balance updates and bill pay reminders.
Having this kind of context available to businesses when engaging with customers allows them to streamline business operations, speed up the customer service process and eliminate the need to answer multiple identification questions.
Best practices for making the switch
Transitioning to a cloud communications provider isn’t a decision to be taken lightly. Proper research before any IT-related purchase is critical, but especially when it comes to communications services. Customers expect instantaneous and seamless voice and text services from the start – anything less can negatively affect the company’s reputation and customer loyalty. By carefully evaluating different systems, you can take advantage of the wide array of powerful solutions that can address your specific needs.
If your company is interested in making the switch to the cloud, you’ll need to assess the available options and strategically determine which cloud-based option is best for your company’s needs. Three common setups include:
- Cloud-hosted PBX technology, which offers with the least amount of disruption to the organization and provides the same capabilities users are accustomed to, such as making and receiving calls on a traditional handset, voicemail, multiparty conference calling and more.
- Purpose-built software solutions that are industry specific and pre-integrated into the workflow. In these cases, communications is no longer a standalone application, but an integrated capability within a critical and valuable software solution.
- BYOC model, which leverages a communication platform as-a-service platform and allows developers to build and customize communications applications themselves using APIs. This option allows them to avoid operating critical communications infrastructure while still maintaining control over the customer experience.
After you’ve narrowed down your cloud-based solution option, the next step is to evaluate a service provider partner. Below are the top three criteria to consider as part of the selection process:
- Quality of service to ensure your voice and messaging will guarantee enterprise- grade performance, as well as the technical know-how for support and troubleshooting; simplified operations that ensure a smooth onboarding process by providing direct access to telecom resources and control over the porting process; and control and access for developers to telecom resources such as phone numbers, inbound/outbound calling, text messaging and advanced signaling data.
When there was only one option when selecting a service provider, the choice was easy. But today’s businesses require more than just a connection to the telco network, they want a communications partner that can help them differentiate their offerings, deliver new customer experiences and grow their business with new services.
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