Pei Ling Hoo - Fotolia
Any time a business interacts with a customer or a partner is an opportunity to embed communications. Through APIs and communications platform as a service, embedded communications streamline business and add another layer of automation. Communications can be embedded in any instance that involves one or more people interacting, whether it's an interaction with another person or with a machine.
The first step in evaluating opportunities to embed communications is to map the activities of the business while focusing on user interactions, such as notifications about transactions, marketing-related activities or calls of particular note. These kinds of interactions have multiple modalities of use that need to be accounted for when assessing opportunities for embedded communications.
Transactional communications, such as employees calling a customer regarding an order status, is one of the easiest areas to embed and automate communications. Organizations can use APIs or communications platform as a service (CPaaS) to develop transactional notifications to automatically send customers alerts about shipments or order changes. Embedded communications can also support internal communications, such as employee alerts regarding sales leads or special events.
Organizations also have opportunities to embed inbound communications, such as providing customers with multiple ways to contact the business beyond calling or enabling simpler scheduling for clients.
Some API and CPaaS vendors will include suggestions for embedded communications use cases on their websites. These lists provide information on how their customers are using embedded communications as well as what capabilities vendors can offer. It's a good practice to check and see if any of these suggested use cases fit within your own business.
Once you've assessed the opportunities for embedded communications, they need to be prioritized. Use cases should be prioritized by the ROI they bring to the business as well as the effort involved in introducing automation to the business. Implementation costs, time and employee education are all factors that should be considered in this process.
Dig Deeper on Unified Communications Integration and Interoperability
Related Q&A from Tsahi Levent-Levi
Low-code and no-code applications are gaining traction in the CPaaS market as vendors offer capabilities that reduce coding requirements for ... Continue Reading
CPaaS use cases change from industry to industry. In healthcare, better patient care and streamlined processes are the main focus for CPaaS ... Continue Reading
Instead of SMS two-factor authentication, some companies are switching to 2FA through messaging apps and social media platforms. Learn what's behind ... 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.