CPaaS: Communications Platform As A Service Accelerates The Intelligent Enterprise

Felix Heckmann

“The intelligent enterprise.” A new buzzword in town!

New? Not quite. Back in 1992, when digital natives and millennials were about to be born, James Brian Quinn already envisioned the intelligent enterprise. He predicted a new trend and paradigm: “How knowledge- and services-based systems are revolutionizing the economy, all industry structures, and the very nature of strategy and organizations.”

Using examples like Apple, Honda, Merck, and Walmart, Quinn describes how these companies leverage human and capital resources much more efficiently than other companies. He predicted that these companies will increase value through technological sophistication, better knowledge bases, and more creative customer responsiveness.

Interestingly, all the companies Quinn analyzed are still market-leading companies and haven’t disappeared like former industry icons like Kodak or Nokia.

CPaaS: Communications platform as a service solves connection complexity

Quinn’s theory means knowledge, knowledge management, and the insights this knowledge provides are the ultimate currency and backbone of an intelligent enterprise. Capturing data is still a challenge for many companies, and capturing and analyzing data intelligently is an even higher level of sophistication that most companies are far from accomplishing.

For many organizations, leveraging the gained insights across all areas in the organization is an unachievable task – at least as long as they’re operating in silos and using long spreadsheets as the source of truth.

Sharing information between sales, marketing, and service organizations rarely happens, so organizations only get a siloed view of their customers. Ultimately this creates a poor and frustrating experience for the customer. Needless to say, this mode of operation is far from being an intelligent enterprise.

Consumer data and insights generated through user content , as well as the influence this content can create, are nothing new. This kind of content was posted in rather unstructured blogs and communities or published by professional influencers on social media.

It’s amazing that only now are many organizations beginning to capture and analyze consumer input in a structured way. But due to not providing customers with their communication channel of choice, many companies are still struggling to do so.

Enterprises cannot afford to rely on only one communication channel and must engage their customers on multiple touchpoints to collect feedback. This way, they can collect a wide span of feedback leveraging the consumers’ preferred communication channels.

Leveraging a flexible and consumption-based cloud CPaaS (communications platform service) will solve the complexity of connecting with multiple vendors, channels, and communication solutions.

Leading cloud communication providers are providing platforms that make it easier for developers to add API-driven communications and microservices to their apps, without having to build the backend infrastructure themselves. These capabilities can cover and consolidate every channel – voice, SMS, e-mail, and social – as well as automated communication mechanisms like chatbots.

Organizations connecting to multiple channels and backends through an intelligent cloud communications platform service capture customer-relevant experience data along the process from problem recognition to post-purchase evaluation.

By combining such experience data with the operational data footprint, organizations can gain insights to help accelerate the intelligent enterprise.

Empowered by combining the analyzed insights and data points, organizations can turn a problem into an opportunity and turn customers into fans. Quinn’s groundbreaking thesis around the structured and intelligent use of knowledge and insights is truer today than ever before, and it all starts with the right channel at the right time.

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This article originally appeared on Future of Customer Engagement and Experience.

Felix Heckmann

About Felix Heckmann

Felix Heckmann, Director Solution Management, SAP Digital Interconnect, brings with him over 15 years of experience in building and selling mobile engagement solutions. In his current role, Felix focuses on leveraging SAP Digital Interconnect messaging solutions across the SAP Portfolio. Previously, Felix held Sales leadership positions with SAP. Prior to joining SAP, Felix co-founded a company focusing on Mobile Interaction and Mobile Payment Solutions for the Entertainment & Hospitality Industry.