Everything we use today aims to be faster than ever before. And that is largely thanks to a rise in customer expectations and emerging technologies that promise the instant gratification most now anticipate. One of those emerging fields of technology is CPaaS, an area that integrates enterprise communications with business applications using open APIs. David Lee, VP, Product Platform, RingCentral, told UC Today, like any tool, CPaaS must be leveraged with intent:
“Companies try to build communications into every aspect appointment reminders, sales cycles, marketing broadcasts, etc., without providing efficient ways for customers to interact”
Lee attributes this to the fact that executives often fall short when it comes to the leadership needed to ensure IT can effectively manage and monitor CPaaS. If this is not the case, it can lead to poor customer experiences such as chatbot loops where clients find themselves searching for less cumbersome ways to contact support.
Using CPaaS to Enable Better CX
For Lee, ensuring immeasurable customer experiences with CPaaS comes down to planning how the new communications features will be deployed and controlled. By taking such steps on the front end of development, companies can lessen the risk of losing governance over the quality and compliance of emerging CPaaS, he told me, further stating:
“I often refer to this as the shiny object syndrome, the desire to build new technologies into everything without understanding how it might affect customers and the longevity of your applications”
When you take into account that the model presented by industry leaders Twilio, RingCentral, Brightlink, and MessageBird – it is obvious to see why so many companies are drawn to the structure of CPaaS. And boosting metrics toward more progressive customer retention rates, experiences, and beyond are a few of ways to support the notion.
CPaaS Done Wrong Can Expose Vendors
CPaaS vendors are notoriously focused on the security application program interfaces extend. No matter how secure, however, there’s always someone willing to intrude. Man-made attacks, session hijacks, and SQL injections already present numerous security hazards for enterprises. “Vulnerabilities in code allow hijackers to contact customers or maliciously act as if the communications are from your company.”
Hackers have grown increasingly more imaginative and can impersonate a company’s shortcode or telephone number. Video communications is another story, and attackers may very well take advantage of these interactions to spy on customers without their knowledge. It’s important to know the CPaaS vendor you work with prioritizes security to reduce the risk of vulnerability and to stress the vitality of testing for code blemishes in negotiations over licensing.
According to Lee, it is paramount to place CPaaS at the heart of the early stages of the development cycle by using tests to make sure things are firing at all cylinders. You should even make sure the system isn’t sending unwarranted notifications/spamming customers, he added. CPaaS presents a particular set of risks. Unlike many software bugs, those found in CPaaS APIs can have a lasting impact on the way businesses are seen as well as profitability.
What are your thoughts on our CPaaS coverage this month? We certainly hope you’ve learned a thing or two and would love your feedback below in the comments section.
