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.
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.)
The importance of context in the customer experience
UC analytics must mature to reap the benefits
Contextual analytics improves the mobile app experience
Dig Deeper on Developing a UC Strategy
Related Q&A from Tsahi Levent-Levi
WebRTC adoption is influenced by the ecosystem around the technology, including browser support and commercial products. Emerging technologies could ...continue reading
Enterprise video performance is vulnerable to latency and packet loss. Organizations must address three key areas in video communications to prevent ...continue reading
Organizations can choose between CPaaS and UC for mobile communications apps. The internal and external communications needs of employees will ...continue reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.