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How do WebRTC, APIs and analytics affect contextual communication?

Unified communications is seeing a trend toward contextual communication. Expert Tsahi Levent-Levi explains the influence of WebRTC, APIs and analytics on this latest movement.

Contextual communication is the concept of understanding the reasons behind an interaction and making that context...

actionable. Today, it is critical for the success of e-commerce and contact centers.

For example, if I browse a company's website looking at vacuum cleaners, but then decide to place my order by calling the company, it would be nice if the company representative knew what I was looking at online and could assist me.

Contextual communication has always been tricky. A person starting an interaction on a website and later calling from a phone has no context for a business. These two separate interactions on two separate mediums make it difficult to connect and contextualize.

To address that gap and the need for contextual communication, three technology trends are here to help: WebRTC, application program interfaces (APIs) and analytics.

WebRTC helps create context in communication, since nearly all the communication takes place over IP, from voice and video to instant messaging and mobile apps.

APIs help connect disparate systems, whether it's email and telephony, or a website and customer relationship management system. As more systems offer the ability to connect and integrate using an API, it becomes easier to collect the data necessary to build the context of interactions. At the same time, APIs help push data and drive actions in systems programmatically.

Analytics makes context actionable. The data collected from disparate systems can be analyzed, and a business can deduce from that analysis the context and intent of the communication, allowing effective interactions to take place.

Do you have a question for Tsahi Levent-Levi or any other experts? Ask your enterprise-specific questions today! (All questions are treated anonymously.)

Next Steps

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Contextual analytics improves the mobile app experience

This was last published in August 2016

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