Four reasons why enterprises need intelligent control protocols in CPaaS platforms

As digital technology takes center stage to drive growth and innovation for enterprises, it is important for enterprises to choose technology platforms that amplify the capabilities of their existing tech estate and simplify its management.

IT’s role in driving this growth and innovation has evolved significantly in the past few years; from being a business-enabling function to now becoming the driving force behind achieving digital transformation. Enterprises, therefore, need to be thoughtful about how they use their IT resources to bring operational efficiency and meet customer demands while reducing costs and saving time.

While most CPaaS providers offer technology that ensures seamless inbound and outbound communications, very few offer a unified view of all the interactions and the ability to manage them on a single, centralized platform. Without this, enterprises risk creating fragmented journeys and broken customer experiences.

To overcome these challenges, we break down four reasons why enterprises must consider intelligent enterprise controls when looking to onboard a CPaaS provider:

1. Manage communications centrally

It is impossible for large businesses to keep a track of all customer interactions when they are spread across multiple disparate applications or systems. Customers today expect a cohesive and connected experience when interacting with businesses that is both channel and device agnostic. Lack of a unified view of all customer interactions leads to a disjointed experience that harms the business and its customers.

An Enterprise CPaaS platform with its cloud-based platform provides enterprise IT users with a unified view of all the customer journeys. It also helps non-technical users to understand the use cases addressed in the journeys and provide inputs to IT to enhance or modify them.

A leading logistics company in the UK leverages our Enterprise CPaaS platform, Webex Connect, to manage parcel notifications and delivery reminders to their customers. The platform enables the company to queue up their notifications and send the most relevant notification, based on the customer’s preferred time of communication. This avoids customers being spammed while keeping them up to date about the status of their parcel. The firm handles this at scale using the centralized platform to ensure a seamless and connected experience for their customers.

2. Analyze journey performance with custom reports

Observing and analyzing customer behavior to meet their ever-evolving needs is a consistent process for marketers, analysts, and CX professionals. They need to leverage customer data to infer key factors like communication preferences, purchase requirements, general sentiment towards the brand, among others. For enterprises, analyzing data is a far more complex process amidst varying data compliance regulations and changing customer behavior.

Enterprise CPaaS resolves these challenges with a custom reporting dashboard that allows users to build their customized reports leveraging customer data using a drag-and-drop report builder. Users can build interactive reports to dissect and analyze customer responses from surveys and use it to enhance customer service operations or modify existing customer journeys based on communication preferences’ data. Businesses can also leverage their existing analytics tools to further deep dive into the customer journey by exporting the journey data from the platform in compatible formats to feed into their BI systems. 

3. Safeguard data with robust security controls

When deploying customer journeys at scale, enterprises need to ensure that sensitive customer data is secure and accessed only by relevant user groups. With data privacy laws and regulations varying across geographies, enterprises need to streamline permissions to users that allow them to access or modify customer journeys based on customer data. Establishing security protocols like single sign-on (SSO) and changelogs that track all user activity within the journeys are some of the features an Enterprise CPaaS platform comes with. It allows the enterprise to view and regulate user access to customer data ensuring compliance with internal policies and external regulations.

4. Increase collaboration with role-based access controls

While IT remains at the core of building and deploying customer journeys, it cannot do so in isolation. Business units like marketing and operations need to contribute to the process to personalize journeys and send relevant communications to customers to enhance their experience. However, business units like these need not have the same permissions as IT to be involved in this process. Enterprises need to enforce rules that democratizes their CPaaS approach by granting permissions to various users at various levels to streamline customer journeys without restricting collaborative effort. Role-based access control (RBAC) is a well-known approach that provides relevant access permissions to users based on their role in the organization. Enterprise CPaaS offers RBAC to enterprises enabling business and IT users to collaborate with required permissions for each to contribute to the process.

Streamline customer interactions and operations with Webex Connect

Enterprises need to consider establishing robust security and user management protocols to efficiently execute digital transformation projects at scale. Webex Connect, our Enterprise CPaaS platform, offers enterprises an elastic, scalable, and always-on centralized platform with end-to-end customer journey orchestration and automation capabilities that make delivering superior CX, effortless for enterprises.

Know more about Webex Connect's capabilities from our experts or try them out yourself using our developer sandbox, today.