Communications Platform as a Service, or CPaaS, is one of the fastest growing communication industries. Mobilesquared’s research indicates that CPaaS could have been worth $10.7 billion in 2021, could be worth $15.2 billion in 2022, and could increase to a huge $30.2 billion by the end of 2024. Through real-time and cloud-based communication services, CPaaS makes it easier to engage with your customers and improve your wider business communications.
Before we break down some CPaaS examples, it is first important to understand the two main different types of CPaaS providers.
- Pure-Play — API providers that focus on one line of business.
- Network Owners — Own a network, but added APIs after the fact.
These are some examples of CPaaS providers.
Often understood as the leader in the CPaaS space, Twilio promises to transform your customer experience through flexible APIs for any digital channel, first-party customer data, and global infrastructure to support you at scale. Twilio has worked with the likes of Marks & Spencer, Deliveroo, Stripe and Vacasa.
2. Microsoft Azure Communications Services
Following on from its success with Microsoft Teams, Microsoft announced Azure Communications Services in late 2020, a set of rich communication, video and SMS APIs for deploying applications across any device, on any platform.
Bandwidth defines themselves as the universal platform for global enterprise communications, with cloud-ready voice, messaging, and emergency services. Bandwidth have worked with some big names, like Google, Microsoft, Zoom, Uber and Wish.
Plivo is an SMS and Voice API platform that enables businesses to communicate with their customers on a global scale. Rated #1 in satisfaction for cloud communication platform providers, Plivo prides themselves on being a reliable and accessible platform, that is not satisfied until you’re successful.
Nexmo enables you to integrate SMS, voice, video and two-factor authentication to your apps with Vonage communication APIs. Their most popular features include private SMS communication, number validation and interactive voice response (IVR). Nexmo has worked with some big names, including Glassdoor, Coca-Cola and Dominos.
Whatever platform you choose, they all have one goal in mind: to improve customer experience and satisfaction.
How CPaaS Can Be Used to Improve Customer Experience
CPaaS often focuses on customer communication channels, in order to deliver the best customer experience possible. This is achieved through a few different mediums.
Improved Customer Service & Engagement
Communications channels will vary between sectors, situations and individuals businesses — and customer experience, expectations and preferences will vary too. CPaaS enables you to facilitate seamless customer experiences regardless, through the choice to get in touch via SMS, WhatsApp, email, phone, live text or video chat. This is highly customisable and can be tailored to suit different products, services and user experiences, right down to the individual customer.
Social messaging apps, like WhatsApp or Facebook Messenger, are a great example of this. Use tools to automate, sort and quickly respond to messages. Scheduling meetings, making reservations and answering FAQs has never been easier.
Track Customer Experience
You can use CPaaS to track the entire customer experience. Leverage this to learn more about their demographic, preferences and buying patterns to offer a better, more personalised service.
More Efficient Processes
Use multiple channels to communicate and collaborate with colleagues, in order to deliver better customer service. You can also customise and automate the system to meet your customer’s specific needs — think automatic SMS reminders and feedback emails.
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In order to succeed in the CPaaS market, you need to understand your customers. For 15 years, mobile engagement specialists Mobilesquared have been the go-to for mobile market research because of their world-class analysis and industry-leading data. We have shaped business plans and customer engagement modelling for some of the world’s leading brands, mobile operators and messaging providers. Get in touch to learn more about what we do, and discover how we can help your business.
Written by Holly, for Mobilesquared.