CWA for the enterprise: It’s about more than APIs

Oct 25, 2018

3 minutes

If you follow industry news, you know that there are a lot of headlines and coverage around the high value of low-code and no-code communication platforms. With developer-focused APIs and third-party integrations, communication workflow automation (CWA) is the next wave of innovation in communications and anyone from pure play providers to unified communications as a service (UCaaS) companies are getting in on the action.

Developing communication APIs is helping companies of all sizes improve the functionality of their applications. This is known as communications platform as a service (CPaaS) 1.0. However, today’s enterprises need more than just open APIs and basic enablement to solve communications challenges. The market demands more applications that are easier and faster to use, known as CPaaS 2.0. “CPaaS 2.0 overlooks technological leaps on building IP-based seamless communication experiences across video, voice, chat, file sharing, to name a few”. (PR Newswire, 2020)

The problem is that most providers are missing the mark when it comes to delivering the functionality enterprises truly need to fully benefit from CWA. However, IntelePeer delivers CPaaS 2.0. It’s a full solution, accomplishing digital transformation to create a better customer experience. Here’s what you’ll get from our CWA platform.

Developing applications without having to code

While open APIs are a must-have with CWA – and something that we provide through Unhooking for any low-code or no-code app – they are targeted towards the developers. Developers can embed real-time communications into applications, but it requires time and a high level of coding knowledge.

That’s simply what you need if you are building a communications-enabled application. But the ability to solve day-to-day business challenges and improve customer interactions should not be limited to those that know how to code. With our out-of-the-box application, end users can create and integrate workflows without needing to access development resources.

Solving business challenges with automation

Once you put the ability to build applications into the hands of non-developers, you empower them to solve issues they face daily. Marketing, HR, finance, and customer service teams can use communications and automation to increase productivity, improve customer engagement, and reduce time and costs.

Different departments can set up automated workflows that are triggered based on inbound or outbound interactions and combine with the applications customers are currently using. This frees up your employees’ time to become more proactive and strategic instead of reacting to things that can be handled through self-service or automation. But that’s not all because our list of communication applications is always growing.

Creating a consistent customer experience across channels

You already know that today’s consumers want more options to reach your business other than by phone. You may be providing SMS, email, chat, and social media but are you providing the same experience through all channels? Is there a way to seamlessly move from a chatbot to a live call with an agent?

By simply adding other communication APIs to your applications without a way for employees to see all communications in one simple place, you may be causing more frustration for customers and additional steps for your internal teams.

A platform like IntelePeer’s Marketplace is built for the enterprise and makes it easy to orchestrate all your communications no matter what the channel is, and ensure you are providing the best experience for both customers and employees.

Accessing analytics. Lots of them.

It goes without saying that analytics are the backbone of any company, especially for marketing and customer service departments who live and breathe campaign results, call traffic patterns, and customer feedback.

When it comes to customer interaction metrics, many communications analytics solutions only show a snapshot of the interaction (the call completed/did not complete, the message sent/did not send, etc.). If you have more than one provider for your communications solutions, you then must piece together the information from multiple systems. Another obstacle is that most CWA providers only offer analytics through third-party integrations, potentially adding more costs and time to get up and running.

IntelePeer Insights does it differently because we understand that not only do enterprises need analytics, but they also need the full picture of customer interactions to see and react faster to changing business conditions.

Plus, with AI functionality such as sentiment analysis, you can better manage communications flows, how calls are routed, and gain a deeper understanding of your customers’ needs and the experiences they are having with your company and products.

There is a big difference between the legacy CPaaS (CPaaS 1.0) and CPaaS that is built for the enterprise (CPaaS 2.0). If you need more than just complex APIs to truly take advantage of all that CWA has to offer, enable your team to create their own communications-enabled workflows and use analytics and AI understand trends, you need to go with the next generation.

IntelePeer understands how important it is to tackle digital transformation, and we’re here to help. Contact us to learn more today.

Lindsey Kocel

Lindsey Kocel is the Director of Product Marketing at IntelePeer and has been with the company for five years. Lindsey received her BBA in International Business & Marketing from Loyola University Chicago, a city that will always hold a special place in her heart. Outside of work, you can find Lindsey hiking and camping in the Rocky Mountains, reading anything and everything, hanging out at home with her husband and dog, or cheering on her beloved Nebraska Cornhuskers during football season.

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