Shifting consumer and employee values over the past year have created an impetus for organisations to change how they do business.  They have little choice, since we live in an area where consumers increasingly take their best experience in any context and apply it to every context.

Industry analysts Gartner dub this the “Everything Customer” phenomenon. Consumers want intimacy and privacy, they want to be treated equitably, but also uniquely, and they expect you to exceed their expectations.

It’s also important to remember that this is a mindset of contemporary consumer behaviour that brands need to equip themselves for, not a set of targetable attributes for a particular demographic cohort.

Famously, Australians were once warned that life isn’t meant to be easy. But today’s consumer insists that life isn’t meant to be hard. And when companies ignore this clear message, their customers take it very personally.

According to The Life and Work Beyond 2020 study commissioned by Avaya, 71 per cent of consumers claim that customer service problems now negatively impact their wellbeing, while almost half of employees (46 per cent) prefer to work remotely or at least be given the option and tools to do. The research shows that an increased focus on wellbeing, a drive to inject humanity into the customer experience, and a preference for hybrid working are the three major trends driving life and work beyond 2020. 

Organisations are responding to these trends by creating ‘Total Experience’ strategies, and indeed Gartner considers this  one of the top strategic technology trends for 2021. The idea is to do away with traditional concepts around channels, and instead reimagine customer and employee journeys to create effortless experiences across touchpoints. 

However, many businesses remain trapped in the technical debt of inflexible, monolithic systems, and they’re finding that they need technologies that enable them to ‘compose’ experiences across these journeys.

This is where Communications Platform as a Service (CPaaS) comes in. 

CPaaS enables organisations to rapidly innovate to address a wide range of use cases. It provides a layer that accelerates the pace of innovation on top of monolithic on-premises or cloud communications infrastructure. It connects them with the latest API-driven cloud-based capabilities, that they can then use to compose new experiences.

Strategic skill set

No wonder, then, that experts say by 2023, 90 per cent of global enterprises will leverage API-enabled CPaaS offerings as a strategic IT skill set to enhance their digital competitiveness, up from 20 per cent in 2020.

It is also important to understand that CPaaS is at the core of the composable enterprise vision. If Unified Communications as a Service (UCaaS) delivers best-of-breed building blocks in the area of employee experience and work automation, and Contact Center as a Service (CCaaS) enables the creation of unforgettable multi-experiences, CPaaS is the force multiplier that can truly enable a Total Experience strategy across the enterprise. 

CPaaS can be combined with CCaaS technology to orchestrate an entire customer journey – adding “wow” experiences that are composed “in the moment.” Alternatively, building applications such as workstream collaboration on top of CPaaS enables them to be adaptable and future-proof.

Our customers also like that CPaaS is easy to scale and is cost effective, as they only pay for the services they need when they need them.

And since many businesses don’t have application development resources, it is important for CPaaS vendors to have apps ready to be quickly customised and deployed. Instead of requiring time and resources building applications from a set of APIs, CPaaS enables business to spend a fraction of the time simply personalising pre-built applications.

In a rapidly changing world of increasing customer expectations, companies must be able to adapt quickly. CPaaS enables businesses to wrap their business value around each of their customers. It gives them the flexibility and power to deliver the experiences each customer wants when they want them, so that they stay satisfied loyal customers.

Take advantage of CPaaS with Avaya OneCloud: Powered by AI, Avaya says its CPaaS with Avaya OneCloud connects business to its customers, and its employees with everything they need, at the speed they need it.  Lean more by visiting Avaya today.

This article is published via the Which-50 Digital Intelligence Unit on behalf of Avaya

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