CPaaS is changing the conversation

Jacques Der-Ohanian
December 11, 2018

A connected customer is an empowered customer. With CPaaS, it’s all about connectivity, integration and great digital engagement.

Access to information is changing the way companies engage with customers. Today’s connected customers are more knowledgeable than ever.  People have information at their finger tips, with just the click of a button. They want products and services at the lowest price, and with the most features. When customers are doing their research online, even before they contact you, it means you have to figure out how to get ahead of the game.

It’s clear that the conversation between the consumer and the company is changing. At the same time, while General Data Protection Regulations (GDPR) and other policies are regulating how private data is used, customers still want to be treated like real people and that is changing the way companies invest in digital engagement solutions.

Businessmen on mobile phones in convention center

In the past, communications were fairly straight-forward. A phone and answering machine were pretty much all that were needed to engage with customers. As organizations explore new ways to expand and enhance their digital communications they need solutions that are simple and accessible. Companies want both the ease of a managed service, as well as the comprehensive tools they need to connect with customers. For many that means starting with Unified Communications as a Service (UCaaS) within their company. Then, with Communication Platform as a Service (CPaaS), companies can integrate communications into whatever systems they are currently using—including their web and mobile applications.

Many companies will start with Instant Messaging (IM). However, the standard IM and voice, or video often aren’t sufficient. A CPaaS solution such as Alcatel-Lucent Rainbow™, can provide services specifically defined for each company. Let’s say for example, an employee has a specific question, they can check to see who’s available to provide the quickest response. If they need to get information for a customer, they can locate it directly from a database. With Rainbow, companies can provide services automatically, or link someone to the correct person, first time, every time. CPaaS integrate Artificial Intelligence (AI), bots, analytics, and communications before, during and after the customer experience.

Technology, however, is just a part of the solution. Before you head down any digital engagement path you should understand the challenges that need to be addressed. The keys to success in creating really great digital engagement include executing a successful proof of concept; testing the solution; and ultimately, delivering the customer experience that people expect.

While connecting objects, people, and services using CPaaS may seem complex, our goal at ALE, is to help make it simple. For example, a proof of concept can be tested with end-users in only a few days. We believe that successful digital engagement is an ongoing journey of discovery. That means feedback and analytics to continually improve services. While it’s simple enough to integrate APIs, you still need to understand the analytics and the feedback to deliver a really great experience.

Organizations need to engage faster with citizens, customers, students, patients, and travelers. And, they need to stay connected even after the services have been delivered. We’re working to make digital engagement as easy as possible. Discover how Rainbow can provide differentiation and privacy, and deliver a great customer experience.

Jacques Der-Ohanian

Jacques Der Ohanian

Senior Director, Head of Communications Vertical Solutions, Alcatel-Lucent Enterprise

Jacques is Senior Director, Head of Communications Vertical Solutions at ALE. He is responsible for creating digital solutions to address needs in Education, Government, Healthcare, and Hospitality, as well as content creation to support sales. Jacques is a graduate of Telecom ParisTech, France.

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