Communications platform as a service (CPaaS) adoption is accelerating as organisations manage multichannel environments in order to serve their customers better and operate more efficiently. IDC forecasts the segment will grow to $17.2 billion in 2023 and this does reflect the fact that CPaaS use case implementations have grown significantly over the last couple of years.
“In the last two years, a lot has changed,” confirmed Arti Yadav, Director of Global Marketing at SAP Digital Interconnect. “There are a lot more companies that are willing to try different use cases for CPaaS and when they look at a customer’s journey they’re looking at multiple facets of how they engage. Along this journey customers use different communications and engagement channels.”
The use of multiple channels is creating an omni-channel world in which customers can communicate with organisations using whatever method they prefer but it is a continuously developing situation.
Evolving with the customer
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Arti Yadav[/caption]
“In the past you had just a few channels like email, voice and text messaging but today, it’s a very different world and something new is popping up every day,” added Yadav. “With numerous messaging channels now available to consumers, they are choosing how they’d like to engage with enterprises and this means enterprises need to evolve very quickly.”
This need for speed means the siloed approaches of the past in which new channels were added in a standalone way cannot be replicated. All the channels must be able to talk to and across each other and SAP Digital Interconnect believes that CPaaS can solve this challenge, unlocking the value of operational and experiential data.
