Customer experience is a key success factor for enterprises, and with the increased pace of digitization companies are looking for scalable, reliable solutions to address their communication and customer interaction needs. At the same time, customers have been interacting with each other in different ways and expect to be able to the same when they are interacting with enterprises. This multichannel environment is becoming a basic requirement but, as Mirko Benetti, the Vice President of Sales for EMEA and APJ at Sinch Digital Interconnect, points out only about 10% of enterprises are happy with their multi-channel capabilities today.
“There is a movement whereby enterprises are moving from CRM as just a system of records to more complete customer engagement solutions and communications platform as a service (CPaaS) support this,” he said. “However, in order to complete this move, systems and platforms need to involve different departments and groups inside the enterprise. Communications platform systems have the role of orchestrating content guidance and alerts and interaction during the customer journey but then they need the layer, which actually provides the means to reach out to the end user in the appropriate way in the appropriate moment, and also keeps track of all the references and the different features that each channel has. This layer is what the CPaaS actually is.”