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APIs shift enterprise communications from a service to a feature. Until recently, telecommunications dictated enterprise communications systems, and workflows were done a certain way. Phone calls, for instance, connect on a line, and you can mute, hold, transfer a call or turn it into a conference.
When using APIs in communications, however, two magical things happen. First, enterprise communications systems no longer need to adhere to telecom's strict rules. You can stitch rules together easier right into your business processes. For example, you can create temporary phone numbers for certain calls to maintain privacy or limit interferences. A communications API helps you decide what action to take with your communications at any given point in the workflow.
Second, you gain visibility into your business and how it operates. Telephony was largely external to the business. For example, costly integrations with communications providers are required to obtain and analyze call logs. With APIs, interactions, metadata and logs are available as part of the enterprise communications system, making it easier to ship information to the corporate data warehouse or integrate it into business processes.
The end result is information from the enterprise communications system comes in a real-time fashion and is made actionable, creating a positive feedback loop for enterprises trying to improve their communications and outreach.
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