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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.
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